уровня TOEFL по английскому языку. № 26.
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the article below about brands.
brands so powerful today that you could
launch one without a product and still make
a splash in the market? To find out, the
Guardian newspaper created a fictional brand
with nothing to offer but the power of its
own advertising campaign, and 1,562 people
is a brand without a product. People used
to make money by selling things; today,
we make money by selling an emotional attachment
to a brand - and power accrues to those
who best know how to make a logo, or a product
name, or the music for a TV ad that catches
the imagination of the public.
the theory, anyway. To test it, the Guardian
concocted an experiment: to design
and launch a brand that was nothing but
a brand - not a product or a service, just
pure brand - and find out whether that alone
could bring consumers flocking to
phone lines and websites to register their
interest. Our branded culture has created
a vast array of specialists - branding consultants,
brand-naming experts, brand psychologists
- and over several weeks a team of Guardian
journalists and marketing staff worked with
a selection of them to create a fictional
brand launch from first concept to national
advertising campaign. Joy was the result.
advertisements for Joy begin to appear in
the Guardian newspaper, daily, over six
days. To gauge response, the ads
invited respondents to call a free telephone
number, so space at a commercial telephone
bank was hired to take calls. A web address
was advertised, too. Within the first 24
hours, hundreds of people phoned or visited
the time Joy ended its brief foray
into the public consciousness, 1,562 people
had visited the website or called the telephone
line. Joy had stirred some kind of emotion,
some kind of interest, in thousands of people.
Match the words from the text on the left
with their meanings on the right.
in text Meaning
concocted a) moving in large numbers
flocking b) excursion
gauge c) devised
foray d) evaluate
Choose the best answer.
Which of the following would be the most
appropriate title for the article?
a) How to Get Some 'Joy' in your Life./ b) The Power of Brands./
c) The Guardian Newspaper Goes Commercial./
The writer believes that the 'Joy' experiment
a) has cost the Guardian newspaper a lot
b) has proved how easily influenced people
can be./ c) created a lot of interest
amongst the public. /
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