Focus on Modern Business 3 Name:

Unit 6: Advertising and food

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Unit 6: Advertising and food

© 2015 Cornelsen Schulverlage GmbH, Berlin und VERITAS-Verlag, Linz. Alle Rechte vorbehalten.

Seite 80 parallel

[ˈpærəlel]

Parallele

to convey

[kənˈveɪ]

vermitteln, übermitteln

The ad tries to convey the message that wearing the new jeans makes women more attractive.

to employ

[ɪmˈplɔɪ]

einsetzen, anwenden

Nowadays, advertisements often employ a lot of images and only little text.

vivid

[ˈvɪvɪd]

leuchtend (Farben), lebhaft

The poster is very colourful. They’ve used lots of vivid colours.

to attract attention

[əˌtrækt əˈtenʃn]

Aufmerksamkeit erregen

The company logo on the ad should be larger. Otherwise it won’t attract enough attention.

memorable

[ˈmemərəbl]

einprägsam, unvergesslich

It was a memorable experience. I will never forget it.

humour

[ˈhjuːmə]

Humor

We’re trying to use humour in our advertising campaign. We want to make the people laugh.

advertiser

[ˈædvətaɪzə]

Werbeagentur, WerberIn

Advertisers use different methods to make their advertisements as persuasive as possible.

(AuftraggeberIn in der Werbung) code of conduct

[ˌkəʊd əv ˈkɒndʌkt]

Verhaltenskodex, Verhaltensregeln

There’s a clear code of conduct for advertisers. You really need to stick to the rules.

cut-throat

[ˈkʌt θrəʊt]

gnadenlos, unbarmherzig

inventive

[ɪnˈventɪv]

einfallsreich, erfinderisch, originell

He’s really inventive. He always has these great ideas.

to carry out

[ˌkæri ˈaʊt]

ausführen, durchführen

The project was carried out by a group of high school students.

disabled

[dɪsˈeɪbld]

behindert

He has been disabled ever since his car accident. He is in a wheelchair.

alpha pup

[ˈælfə pʌp]

Alpha-Tier, "RudelführerIn"

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(Kind, das ein/e MeinungsführerIn ist) to head

[hed]

(in Richtung von etw) gehen, fahren

(video) arcade

[ɑːˈkeɪd]

(Video-)Spielhalle

to go up to sb

[ˌɡəʊ ˈʌp tə]

zu jdm hingehen, auf jdn zugehen

Seite 1 von 5

Focus on Modern Business 3

Unit 6: Advertising and food

to ascend

[əˈsend]

aufsteigen, hochsteigen, ansteigen

The path ascends to the top of the mountain. Just follow it all the way up.

hierarchy

[ˈhaɪərɑːki]

Hierarchie

toy

[tɔɪ]

Spielzeug

I bought a new toy for little Timmy. It’s a small car.

backpack

[ˈbækpæk]

Rucksack

When we went hiking, she brought along a backpack full of snacks.

(game) console

[ˈkɒnsəʊl]

(Spiel-)Konsole

period

[ˈpɪəriəd]

(Unterrichts-)Stunde

morally

[ˈmɒrəli]

moralisch (Adv.)

to be to blame

[bi tə ˈbleɪm]

schuld sein, verantwortlich sein

Tom’s to blame. It’s his fault!

to call for

[ˈkɔːl fə]

fordern, verlangen

Protesters are calling for action to help refugees. They want the government to act swiftly.

ban (on)

[bæn]

Verbot (von)

There is a total ban on smoking on the school premises. It’s not allowed to smoke there.

threat (to)

[θret]

Bedrohung, Gefahr (für)

Smoking poses a threat to your health. It can be dangerous for you.

to be designed to do sth

[dɪˈzaɪnd tə]

dazu gedacht sein etw zu tun, darauf ausgelegt sein etw zu tun

to take/do exercise

[ˌteɪk ˈeksəsaɪz, ˌdu ˈeksəsaɪz] sich Bewegung verschaffen, trainieren

to target sb

[ˈtɑːɡɪt]

jdn ins Visier nehmen, auf jdn Terrorists are targeting historic (ab)zielen buildings. They’re bombing old temples and churches.

junk food

[ˈdʒʌŋk fuːd]

ungesundes Essen (Fastfood, You should cut down on hamburgers Fertiggerichte) and french fries. All this junk food is really unhealthy.

viewer

[ˈvjuːə]

ZuschauerIn

vast majority

[vɑːst məˈdʒɒrəti]

(bei Weitem) überwiegende Mehrheit

to shift

[ʃɪft]

(sich) verlagern, (sich) verändern

emphasis, pl emphases

[ˈemfəsɪs]

Betonung, Gewicht

initiative

[ɪˈnɪʃətɪv]

Aktion, Initiative

bid

[bɪd]

Versuch

to reinforce

[ˌriːɪnˈfɔːs]

(ver)stärken, verfestigen

association

[əˌsəʊʃiˈeɪʃn]

Verbindung, Kontakt, Assoziation

© 2015 Cornelsen Schulverlage GmbH, Berlin und VERITAS-Verlag, Linz. Alle Rechte vorbehalten.

Seite 83 Transkript

Seite 2 von 5

I’m trying to take more exercise. I want to be fit.

The main emphasis of our programme is on well-being and health rather than quick weight loss.

Focus on Modern Business 3

Unit 6: Advertising and food

Seite 84 decent

[ˈdiːsnt]

anständig, ordentlich, annehmbar

He’s a decent boy. He’s friendly and well-behaved.

representative

[ˌreprɪˈzentətɪv]

VertreterIn

to hand sth out

[ˌhænd ˈaʊt]

etw aushändigen, verteilen

When the teacher handed out the worksheet, she forgot to give one to Anne.

to stay up late

[ˌsteɪ ʌp ˈleɪt]

lange aufbleiben

I stayed up late to study for my test. I revised facts until midnight.

outsider

[ˌaʊtˈsaɪdə]

AußenseiterIn

desperate

[ˈdespərət]

verzweifelt

to salt

[sɔːlt]

salzen

(baby) carrot

[ˈkærət]

(Jung-, Baby-)Karotte

branding

[ˈbrændɪŋ]

Markenaufbau, Branding

Due to effective branding our sales doubled last year.

conscious (of sth)

[ˈkɒnʃəs]

(sich einer Sache) bewusst

Lots of teenagers are not conscious of the importance of healthy eating.

lifetime

[ˈlaɪftaɪm]

(ganzes) Leben

disappointment

[ˌdɪsəˈpɔɪntmənt]

Enttäuschung

bafflement

[ˈbæflmənt]

Verblüffung

frustration

[frʌˈstreɪʃn]

Frustration

hunt (for)

[hʌnt]

Jagd, Suche (nach)

to toss

[tɒs]

werfen

(ad-)style

[staɪl]

im Stil (eines Werbeplakats/einer Werbeanzeige)

shoot

[ʃuːt]

Fototermin, (Film-)Aufnahme

Her breakthrough came when she was booked for a shoot for a big clothing company.

lighting

[ˈlaɪtɪŋ]

Beleuchtung, Licht

The artificial lighting makes me look pale in the picture. We should do the photo shoot outside.

angle

[ˈæŋɡl]

Winkel

We should photograph the product from different angles and then pick the best one for the ad.

to grab sth

[ɡræb]

etw packen, etw greifen, sich etw schnappen

to adorn sth with sth

[əˈdɔːn]

etw mit etw schmücken,

I’m getting more and more desperate every day. I just don’t know what to do anymore.

© 2015 Cornelsen Schulverlage GmbH, Berlin und VERITAS-Verlag, Linz. Alle Rechte vorbehalten.

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The film was a huge disappointment. I expected it to be much better.

I’m always on a hunt for antique books. I collect them with a passion.

Focus on Modern Business 3

Unit 6: Advertising and food

verzieren juicy

[ˈdʒuːsi]

saftig

The hamburgers looked really juicy in the pictures, but in reality they were quite dry.

Why, …

[waɪ]

Mensch, … / Ach, …

Why, she’s come home for Christmas and didn’t tell me.

to plaster

[ˈplɑːstə]

vollkleistern, zukleistern

crown

[kraʊn]

Krone

identical (to)

[aɪˈdentɪkl]

identisch (mit)

to fluff sth up

[ˌflʌf ˈʌp]

etw aufplustern, aufschütteln

concerning

[kənˈsɜːnɪŋ]

betreffend, hinsichtlich

Have you read her latest blog entry concerning healthy eating? It was quite informative.

protection

[prəˈtekʃn]

Schutz

She hired a bodyguard to provide protection against her stalker. She just doesn’t feel safe anymore.

officer

[ˈɒfɪsə]

Beamter/Beamtin

to be of concern

[əv kənˈsɜːn]

von Bedeutung sein, von Belang sein

Obesity in teenagers is a problem of growing concern. Doctors are increasingly worried.

promotion

[prəˈməʊʃn]

Werbung, Förderung

There should be a ban on the promotion of junk food. These advertisements can mislead children.

Norway

[ˈnɔːweɪ]

Norwegen

Sweden

[ˈswiːdn]

Schweden

programming

[ˈprəʊɡræmɪŋ]

Programmgestaltung

Malaysia

[məˈleɪʒə]

Malaysia

Korea

[kəˈriə]

Korea

federation

[ˌfedəˈreɪʃn]

Verband, Föderation

to set a limit

[set ə ˈlɪmɪt]

eine Grenze/ein Limit festsetzen

Portugal

[ˈpɔːtʃʊɡl]

Portugal

Vietnam

[ˌviːetˈnæm]

Vietnam

to prohibit

[prəˈhɪbɪt]

verbieten, untersagen

In Norway and Sweden, it is prohibited to broadcast commercials during children’s television programming.

to bypass

[ˈbaɪpɑːs]

umgehen

Companies regularly bypass this rule. They’ve found a way around it.

to skirt (a)round sth

[ˌskɜːt əˈraʊnd]

etw umgehen, einer Sache ausweichen

to regulate

[ˈreɡjuleɪt]

regeln, regulieren

© 2015 Cornelsen Schulverlage GmbH, Berlin und VERITAS-Verlag, Linz. Alle Rechte vorbehalten.

Seite 87

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Marcy set a limit on the time her children are allowed to watch TV per day.

Marketing on Facebook should be regulated more strictly. There are not enough rules concerning

Focus on Modern Business 3

Unit 6: Advertising and food

advertisements on social media. restriction

[rɪˈstrɪkʃn]

Beschränkung, Einschränkung

The government decided to impose restrictions on junk food advertisements during prime time programmes.

mouth-watering

[ˈmaʊθ wɔːtərɪŋ]

appetitlich, köstlich, den Mund wässrig machend

The mouth-watering pictures in the advertisement really made me feel like having a hamburger.

ahead of (sb/sth)

[əˈhed əv]

vor, (jdm / einer Sache) voraus

appealing

[əˈpiːlɪŋ]

ansprechend

I don’t find the product very appealing. I wouldn’t buy it.

widespread

[ˈwaɪdspred]

(weit) verbreitet, allgemein, groß

Obesity is a widespread problem. Lots of children and adults are affected.

long-term

[ˌlɒŋ ˈtɜːm]

langfristig, Langzeit-

She’s very happy about her new, long-term employment. It’s so much better than all those temporary jobs she had before.

to involve

[ɪnˈvɒlv]

mit sich bringen, umfassen, beinhalten

to come up with sth

[ˌkʌm ˈʌp wɪð]

sich etw ausdenken, sich etw einfallen lassen

to donate

[dəʊˈneɪt]

spenden

persuasive

[pəˈsweɪsɪv]

überzeugend

to start off

[ˌstɑːt ˈɒf]

anfangen

commercial

[kəˈmɜːʃl]

Werbespot

politician

[ˌpɒləˈtɪʃn]

PolitikerIn

[rɪˈleɪtɪd]

verbunden mit

© 2015 Cornelsen Schulverlage GmbH, Berlin und VERITAS-Verlag, Linz. Alle Rechte vorbehalten.

Seite 88

Seite 89

Seite 90 related to

Seite 5 von 5

Their current TV commercial is really funny. It’s a successful advertisement.