Pre-reading questions
How do you feel about famous people advertising cigarettes or alcohol?
Why do companies want to use famous people such as Kim Yu-na in their advertising?
Kim Yu-na is a national icon in Korea for her sporting achievements so it is no surprise that sponsors are lining up to use her to enhance their brand image. One of the reasons she is popular is that she has a lovely and friendly image. However, some Korean organizations such as alcohol advisory groups are upset that she is appearing in advertisements for alcohol and this is also causing a stir among many ordinary Koreans. The problem they talk about is the growing alcoholism among young Koreans. They feel that heroes such as Kim Yu-na are only encouraging more drinking and that the government should be taking more care of its citizens by regulating advertising such as this.
In the world's major industrialized nations the appearance of sports stars in alcohol advertisements is strictly regulated by the government. For example, in the United States, the government bans sports stars’ appearance in alcohol commercials. The idea of this law is derived from the thought that alcohol is not just goods for sale, but something that is harmful.
Furthermore, drinking alcohol in front of the TV camera or to make a sound of drinking is regulated by the TV network guidelines in the U.S.
However, others say that young people are not stupid and that they can make their own decisions about drinking. People are responsible for their actions and governments should not tell them what to do.
Guessing meaning from context
Try to guess the meaning of the words in bold and match them with their closest meaning from the choices in the right. The answers are below the table.
|
icon |
A |
1 |
Expected thing |
|
it is no surprise |
B |
2 |
Waiting to get something that is really wanted |
|
enhance |
C |
3 |
To control by government laws/rules |
|
lining up |
D |
4 |
To come from |
|
brand image |
E |
5 |
A symbol of something famous, famous symbol |
|
stir |
F |
6 |
To encourage, to cause people to take action, to motivate |
|
regulating |
G |
7 |
What people think about a product/person/company |
|
derived |
H |
8 |
To make better or better |
A=5, B=1, C=8, D=2, E=7, F=6, G=3, H=4
Some example sentences using the new words to help you to better understand their meaning.
1. Prada has an iconic brand image in Asia.
2. It is no surprise that this team won the championship because they have such a good team.
3. I feel that eating dark chocolate with coffee enhances the taste of the coffee.
4. Many businesses are lining up to enter the new markets like Myanmar.
5. Fashion shows stir up a lot interest in new fashions.
6. In Germany there are many regulations which are very strict.
7. The English language is mostly derived from German and French.
Some discussion questions using the new words to help you better understand the word meaning and how to use them correctly. Try to use the words in your answer.
1. Who are some national icons in your country? Why?
2. Is it no surprise that an alcohol company would want to use Kim Yu-na to advertise their product? Why or why not?
3. Do you really think that Kim Yu-na enhances the image of this beer company?
4. What advertising has been successful in stirring up a product so that people have been lining up to get it? Why?
5. How do you feel that this advertising affects the brand image of Kim Yu-na?
6. How much regulation should the government have on alcohol companies? Why ?
7. Do you know another product or service that is heavily regulated? What thinking is the law derived from?
ECK Education
