MLI 3 KEY MID TERM TEST

I.                        Complete the second sentence so that it has a similar meaning to the first sentence, using the word/ words given. DO NOT CHANGE THE WORD.

1)      Perhaps Peter left his wallet in the bar. HAVE

Peter might have left his wallet in  the bar.

2)      I’m sick of him always being late. WISH

I wish  he would arrive on time.

3)      “I’ll help you when I get home,” Angela promised. Anna  WOULD

Anna promised she would help  when  she got home .

4)      You should take an umbrella as rain is forecast. IN CASE

Take your umbrella in  case it rains .

5)      It was not my intention to hurt you. MEAN

I didn’t mean  to  hurt you.

6)      She only realized she’d met him before when he started speaking. NOT

Not until  he started speaking did she realise she had met him before.

Advertising giant M&C Saatchi is currently testing advertising billboards with hidden Microsoft Kinect cameras that read viewers’ emotions and react according to whether a person’s facial expression is happy, sad or neutral.

The test adverts – which feature a fictitious coffee brand named Bahio – have already appeared on Oxford Street and Clapham Common in London. So we now have adverts that can read the reactions of those that view them and adapt accordingly, cycling through different images, designs, fonts and colours. With partners Clear Channel and Posterscope, Saatchi has made advertising history. When future media historians look back they will see 2015 as a landmark year.

There are three key things we should recognise: adverts can read our behaviour, this is based on our emotions rather than website browsing history, and that adverts use this to improve themselves.

What are we to make of this? Is it a bit creepy? The answer is both yes and no. What the campaign represents is an attempt to get closer to us, something that’s a defining characteristic of the advertising and audience research industries. They want to know us more intimately so as to be able to craft messages that will affect and resonate with us. It’s an example of what I call “empathic media” because, through reading facial expressions, adverts are able to bypass the guesswork and make direct use of our emotions.

How many of you have dreamed of the return of E.T.? Well, after 37 years the most famous alien ever is coming to  pay a visit to  earth for Christmas to meet up  with  his friend Elliot again. However, this time around he’s not in a film, he’s in a commercial that  has already been termed/ called / described as   one of the best in  history. The commercial for Sky has the adorable alien as the main character who has come back from space to pay a visit to his human friend. Obviously many things have changed since the last time they  saw each  other/  since their magical  meeting  almost 40  years ago.

E.T. receives a warm  welcome from Elliott’s family and he discovers that technology has changed the world. Internet has been  invented and there are hundreds of films to  choose from on T.V. but what  hasn’t changed is the friendship between  the two. The commercial wants to  remind viewers that  “ What’s special  about Christmas is spending time together.”/ “ Spending time together is what’s special  about Christmas.”