P U B L I S H E D B Y T H E P R E S S SY N D I C AT E O F T H E U N I V E R S I T Y O F C A M B R I D G E

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CAMBRIDGE
EXAMINATIONS
PUBLISHING

OBJECTIVE

first certficate

Annette Capel Wendy Sharp Students Book

unit 9 The hard sell

Modals 2: Speculation
and deduction
1 Look at the advert opposite. What
do you think it is selling? Discuss
your ideas with a partner, using
some of these openers.
Well, it could be advertising
Or perhaps it might be for
I think it must be a
It cant be for because
Look at page 83 to find out if you
guessed correctly.
2 The modal verbs in the first pair of examples
above indicate that the speaker is unsure about
something. It is also possible to use may, though
less common. However, can is not used in this way.
Is the speaker unsure in the second pair of
examples? Which words tell you?
Now look at this example. Is the speaker unsure?
It couldnt possibly be an advert for chocolate.
Does the meaning change if the full stop is
replaced by a question mark? Say the sentence and
the question aloud to your partner. The question
would sound better with extra words at the end.
Which words?

G > page 201

3 Now read the text about a TV advert and
underline examples of the modals used in 1.
4 Explain the meaning of these words from the text.
a voice-over
b jingle
c celebrity

d verdict
e brand
f cunning

Why is the title of Bobs article appropriate?

58 t h e h ard se l l

The best ad missed the

boat at Cannes
This is the title of an article by Bob Garfield, an
American expert on advertising. He was writing
about the 1997 International Advertising Film
Festival, which takes place at the same time as the
main film festival in Cannes.
For Bob, the best ad of the year was from Delvico
Bates, Barcelona, for Esencial hand cream. The ad
shows a woman riding her bike, which has a very
squeaky chain. The woman gets off the bike, opens
her jar of Esencial and rubs some of the cream onto
the chain. Then she rides away but the squeak
remains. Why? Because, as the voice-over says,
Esencial moisturizes, but it has no grease.
Why is this ad so good? It cant be for its special
effects, because there arent any. Might it be the
music? No, there isnt even a jingle. Could it be that
the woman is a celebrity? No. Bobs verdict: Its a
vivid demonstration of brand non-attributes.
Inspired. Cunning. Brilliant. In other words, by
showing failure in a different context, the quality of
the product is reinforced grease is good for bike
chains, but not for the skin.
So surely this ad must have won at Cannes? No.
The simple truth is that it couldnt win, because the
agency failed to enter it in time for the festival
deadline!

10

15

20

25

5 In the final paragraph, it says So surely this ad must have won at

Cannes? Here, the modal is referring to a past action. Say whether
the speaker is sure or unsure in sentences ac below.
a The latest Sony ad must have cost a fortune to produce.
b Theres one ad showing a man sitting in an armchair on a
mountain peak. That couldnt have actually happened it
must be down to special effects.
c Advertising has come a long way in the last thirty years.
Television audiences of the 1960s might have been totally
overwhelmed by an action-packed 1990s ad!

G > page 201

6 Complete the second sentence so that it has a similar meaning to
the first sentence, using the word given. Do not change this
word. Use between two and five words, including the word given.
1 It isnt possible for this to be a car advert.
be
This ........................................................................................................ a car advert.
2 If you read the slogan, it sounds as if its about shampoo.
must
Reading the slogan, ............................................................................ about
shampoo.
3 Im not sure, but I think its Radiohead singing that jingle.
might
That jingle .............................................................................................. by Radiohead.
4 Im sure that advert in 1984 for Apple computers had an
enormous budget.
must
That advert in 1984 for Apple computers
........................................................................................... an enormous budget.
5 I bet Ginola earned a lot for that Renault ad.
paid
Ginola ................................................................................................. a lot for that
Renault ad.
6 They didnt use Tom Cruise on the voice-over the voice was
deeper than his.
been
It ........................................................................................................ Tom Cruise on
the voice-over the voice was deeper than his.

V ocabulary spot
Write down important collocations in your vocabulary notebook. Try using
visual diagrams, like this one:

variety
huge

7 Look at the adjectives below. Which

ones collocate with each of the
nouns given? List the phrases that
are possible, for example huge
variety. You can use some in the
role play that follows.
huge
variety
high
message
low
idea
deep
budget
shallow
market
narrow
character
wide
picture
view
voice
8 Role play: XK trainers. Get into
small groups and read your
instructions (A or B). Then spend
a few minutes listing useful
vocabulary, using a dictionary if
necessary. When groups A and B
are both ready, have a face-to-face
discussion.
Metallic mesh
upper for
strength and
breathability.

Inflatable
cushioning to
fit perfectly
around foot.

Self tying, no
need for laces.

Shock absorbing gel pumped into undersole to absorb impact.

Group A Advertising agency

A leading manufacturer of sports
shoes, XK, is about to start selling
a new type of trainer. Your agency
hopes to get the contract for the
TV commercial and you need to
prepare your ideas. As there is a big
budget for this, you should use
famous people and exotic locations!
Prepare to meet XK.
Group B turn to page 83.

9 . 1 g r am ma r

59

Listening
1 Think about commercials you have seen recently
on TV or at the cinema. Is there one that you
really like? Or one that you just cant stand?
Briefly describe a commercial to your partner and
say why you like it or loathe it.
2

Pronunciation Sentence stress

3 N Look at these sentences from Part 1. Certain
words were stressed by the speakers for emphasis.
Listen to Part 1 again and underline the stressed
words.
a
b
c
d
e

It must have cost a fortune to make.

Its just another car advert!
The beginning is a bit misleading.
He eats it so it must be good.
the one that had a whole team of top
footballers from around the world!
f The budget must have been huge all for one
advert!
g But the company probably earned millions of
dollars in increased sales

N You are going to hear two people talking about

some commercials they have seen. In Part 1, which
of these aspects are mentioned by the speakers?
Tick the ones you hear.
a
b
c
d
e
f
g
h

a puzzling beginning
a good storyline
a dramatic ending
an out of the ordinary setting
a surprising location
a well-known personality
a powerful slogan
an extravagant production

G rammar extra
Order of adjectives

1 Who didnt like the Bacardi advert?

2 Who was surprised by part of
the advert?
3 Who thinks that adverts need to
contain something unusual?
4 Who agrees that Ray was an effective
character?
5 Who liked the music in the advert?

The woman talks about a graceful silver vehicle. Which of the

two adjectives is used to give an opinion? Can the order of
these adjectives be changed?
Underline the adjectives used in slogans ad and then identify
them according to the types below. What is the rule for opinion
adjectives?
a The classic British motorbike
b The sensational new CD from Jamiroquai
c Our popular full-length navy cotton nightshirt
d Bite-sized biscuits with a delicious creamy filling
OPINION
DESCRIPTION: SIZE SHAPE AGE COLOUR NATIONALITY MATERIAL
Descriptive adjectives are usually in the order above. It is quite
unusual to have four adjectives in a row (as in example c). More
commonly, any additional descriptive information is given in a
separate phrase (as in example d).
Decide whether the following adjectives are in the correct
order. Reorder them where necessary.
a a black huge dog
b an awful old woollen coat
c the Italian famous singer
d a red large apple
e an elaborate wooden square box
f a sophisticated new novel by a Scottish tremendous author

G > page 202

60 t h e hard se l l

N Now listen to Part 2, where one particular

advert is discussed. Answer the questions below by
writing W for woman, M for man, or B for both of
them in the boxes.

1
2

3
4
5

N Listen to Part 2 again. Explain the following

phrases in your own words.
a
b
c
d
e
f
g
h

brilliantly put together

a striking image
stick in your mind
the right ingredients
exotic location
made an impact on
getting the message across
dig into your pocket

6 In pairs, decide on the important factors that

make a TV or film advert successful. You can
include what you have heard but try to add ideas
of your own.

Speaking
E xam spot
Part 3 of Paper 5 is a shared task, where you must have a discussion
with the other candidate and then try to decide together on a solution
to the task. It is acceptable to agree to disagree, however! Remember
to give your partner a chance to speak during this Part.

b
c

9 Think about how to structure the discussion so

that you and your partner have equal
opportunities to take part. Try to use some of the
phrases below to achieve this.
f

7 Look at the six photographs. Identify what

product each billboard is advertising and discuss
how effective it is at selling the product. Then
decide which two adverts are the most effective,
giving reasons for your choice.
8 Spend some time looking at the photographs and
note down useful vocabulary for each one.
Remember that when you do the task, you will
have to give an opinion about them rather than
describe them. Include relevant words and phrases
from earlier in the unit.

Would you like to start?

What do you think about the second one?
Why dont you continue?
But what about you?
Is that your view too?
Okay, now we have to decide. Shall I summarise?
10 Try to speak together for about three minutes.
Make sure you allow enough time within this to
decide on the two adverts, so that the task is
completed. Give clear reasons for your choice.
11 Tell the class which adverts you both chose and
say why.

9. 2 l i st e n i n g a n d s p e a k i n g

61