MLI 3 - MID MODULE TEST

Complete the  test making a note of the problems you find . I will  publish the key in a week's time.

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

………………………………………………………………………………………………………………………

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

………………………………………………………………………………………………………………………….

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

……………………………………………………………………………………………………………………

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

…………………………………………………………………………………………………………………

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

………………………………………………………………………………………………………………………

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

………………………………………………………………………………………………………………………

I.            Complete the text by filling the spaces with ONE word only.

Advertising giant M&C Saatchi is currently testing advertising billboards with

hidden Microsoft Kinect cameras (1) ………………..  read viewers’ emotions and react according (2) ……………….. whether a person’s facial expression is happy, sad or neutral.

The test adverts – which feature a fictitious coffee brand named Bahio – have (3) ………………..  appeared on Oxford Street and Clapham Common in London. So we now have adverts that (4) ……………….. 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 (5) ………………..  a landmark year.

There are three key things we (6) ……………….. recognise: adverts can read our behaviour, this is based on our emotions rather (7) ……………….. 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.(8) ……………….. the campaign represents is an attempt to get closer to us, something that’s a defining characteristic of  (9) ………………. advertising and audience research industries. They want to know us more intimately (10) ……………….. as to be able to craft messages that  ( 11) …………affect and resonate with us. It’s an example of what I call “empathic media” because, through reading facial expressions, adverts are (12) ……………….. to bypass the guesswork and make direct use of our emotions.

                                                                                                    

                                                                                              /6

III. Analyze one of the following slogans

1)   There are some things money can't buy. For everything else, there's MasterCard. (credit card)

2)   Advancement Through Technology (Audi cars)

3)   All the News That's Fit to Print (The New York Times daily newspaper)

4)   Impossible is Nothing (Adidas)

5)   Red Bull gives you wings (Red Bull energy drink)

IV: Put the following text into English.

Quanti di voi hanno sognato un ritorno di E.T.? Ebbene dopo 37 anni, il più famoso extraterrestre di sempre fa visita alla terra in occasione delle festività natalizie per rincontrare il suo amico Elliott. Non si tratta di un film ma di una pubblicità di Natale che è già stata definita una delle più belle della storia. Lo spot di Sky vede come protagonista l’amato alieno, tornato dallo spazio per fare visita al suo amico umano. Molte cose però sono cambiate dall’ultima volta che si sono visti, del resto quasi 4 decenni sono passati da quel primo magico incontro.

L’extraterrestre viene accolto benissimo in famiglia e scopre che la tecnologia ha cambiato il mondo: è stato inventato internet e in tv si possono scegliere tanti film di Natale. Quello che non è cambiato, però, è la amicizia tra i due e lo spot vuole ricordare agli spettatori che “il bello delle feste è stare insieme”.