Paper 1 Part 4

Answer questions 30-48 by referring to the newspaper article about marketing methods on page 123. Indicate your
answers on the separate answer sheet.

For questions 30-48, answer by choosing from the six sections of the article A--F.
You may choose any of the sections more than once.

In which section(s) are the following mentioned?

music reflecting the intricate design of the product being advertised 30 .

an unexpected transformation in the style of advertising for one product 31

a link between the type of product being advertised and the title of 32
the chosen music

a lack of musical knowledge within advertising companies 33

music creating an impression of sophistication 34 .. 35

the music used in adverts becoming stereotyped 36

people reacting to music in adverts intuitively 37

the possibility of music discouraging people from buying a product 38

music being inspired by the advert itself 39 ..

music for adverts relating particularly to the gender of the target market 40 41

music in adverts broadening people’s musical tastes 42

familiar music in an advert encouraging people to buy a product 43 44

music creating a cosmopolitan atmosphere 45 ..

music gaining popularity through being used in advertising 46

a certain piece of music appealing to a diverse range of consumers 47

a contrast between the style of music and the visual effect of the advert 48

122

Music is proving to be a powerful advertising tool.
Kate Hinxton goes in search of the key to successful sales.
A How often have you heard a piece of music and
immediately conjured up the image of a well-known television
advert? Music has the power to evoke deep emotion, but it is
now widely accepted in the marketing world that it also acts as
5 a useful tool in coaxing people into opening their wallets. But
why do TV advertisers think classical music in particular will
sell their products? Advertising psychologists believe it works
in two ways. Firstly, when a well-known piece of music is
chosen, it creates a mental link for the listener with something
10 that they have previously heard. Consequently, particular
pieces are chosen either for their well-established popularity,
or because they have gained favour through being an integral
part of a certain advert. The second theory is backed up by
research into the electrical activity of the brain, showing that
is the right side tends to recognise enjoyable music. By
stimulating the part of the brain associated with pleasure,
advertisers are preparing the bed in which the emerging flower
of extravagance will bloom happily.
B The process of choosing a particular composer to represent 75
20 a product or brand is often haphazard, as advertising teams
are rarely made up of musical connoisseurs. Julie Moor, from a
leading London ad agency confirms that it often comes down to
gut instinct. ‘Creative teams can often spend months listening,
it can be quite tricky finding the right track. It’s so subjective -
25 everyone's opinion, whether creative director or client, is
clouded by their emotional attachment to a piece of music.’
Sometimes the juxtaposition of images that convey one
emotion, with music that conveys a very different one, can
have great success. Take, for instance, a recent ad for Levi
30 jeans, showing denim clad youths crashing through walls in
what seems a desperate bid for freedom; the sublime phrases
of Handel’s Sarabancle work against the aggressive images to
give the ad a haunting, almost spiritual quality. Music is
invaluable In helping to build a strong brand identity - one of
35 the major concerns of contemporary advertising.
C When writing the music for ads, it is not essential for the
composer to have a deep understanding of the product itself,
but more an appreciation of the underlying message. Rather
than searching through the archives for well-known music,
« advertising companies often employ composers to create the
music to complement a specific ad in production. Indeed,
certain composers seem to lend themselves to specific
products, and a quick survey of ads over the years throws up
some intriguing trends. When it comes to promoting food - in
is ads mainly targeted at women - Tchaikovsky is the industry’s
clear favourite, being used to sell products from mayonnaise to
chocolate. The editor of a prominent food magazine explains:
’The music is hypnotic, and this taps into the documented
psychological effect you get when you eat chocolate. It takes
so your mind off things, in the same way that Tchaikovsky does.’
But it may also be significant that the music from Tchaikovsky’s
The Nutcracker is full of food references, The Dance of the
Sugar Plum Fairy, for example, is suggestive of confectionary.
D The style of composer used for the car industry is all about 110
55 power and austerity in ads which are aimed at male
Practice exam
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consumers. Mahler and Beethoven are both front-runners, as
classical music seems a winner for marketing luxury cars,
whereas jaunty pop tracks fit with zippy, little run-about
models for use around town. Audi has been represented by
60 Beethoven’s Moonlight Sonata, and Mahler’s Symphony No. 5
was the driving force behind Hyundai's recent ads. Adverts for
cars often tend to use classical music in a very cliched way,
and some brands will use it as a means of reaching the
‘intelligent’ consumer, where it puts across a performance
message of superior engineering. James Salton, author of a
book on music and meaning, has some ingenious explanations.
‘There’s probably a parallel to be drawn between the
complexity of Mahler’s orchestration and the technical wizardry
of the modern car. I’d also like to suggest that, unconsciously
perhaps. Mahler’s music suits the tense, neurotic experience of
modern driving, whereas Beethoven is an appropriate choice
when the associations of the word “classic” is desired.' For
marketing the travel industry, there has been an eclectic
choice of music, with one of the most successful being Lakme,
a 19lh-century Orientalist opera which is an ideal
representation of both the East and West, dreaming up visions
of far-flung, exotic places.
E Puccini, it seems, has the power to make the excesses of
fast livin^and fast food respectable: he scored a surprise hit in
Playstation 2’s campaign for one of their new computer games,
with 0 mio babbino cam. Then Nessun Dorma made the perfect
choice for a Burger King commercial, giving a decidedly budget
product an improved marketing image, whilst bringing in
customers thanks to the footballing associations of the piece
which was used as the theme for the 1990 World Cup. Handel
is a popular choice for big-name retailers, too, and there have
been several delicious coincidences, when the same music has
been selected by polar opposites in the retail world. Why is it
that a high-class department store feels that the strains of
Handel’s Water M usic will appeal to their clientele, in the same
way as it appeals to the customers crowding the aisles of a
budget supermarket?
F In a recent development, classical music is beginning to be
used in ads that target young people. Julie Moor says ’The
95 brand of Levi jeans was reinvented in the eighties with ads
featuring fifties pop songs. Now they’ve turned to classical
music, but they haven’t changed their market.’ But why should
young people suddenly relate to classical music? 'It’s a trend,’
says Moor. ‘Who knows what it’ll be next year?’ But advertisers
100 can use classical music in a creative way. Pop music is
becoming so fragmented and there are many small tribes of
pop music fans. You’ve got to be conscious of not alienating
people. The surprising solution is a classical piece - it’s more
neutral, and people can react honestly to what they hear,
105 rather than being conscious of what has current media
approval. So classical music is good for your wealth - as an
advertiser. However, there are those who will be horrified by
its use to encourage consumerism. The optimists amongst us
will rejoice at the fact that millions of people are hearing
classical music on primetime television. Who knows what it
may have done for the sales figures of Puccini and Handel?
123
 Practice exa

English in Use
Paper 3 Part 1
For questions 1-15, read the article below and then decide which answer A, B, C or D best fits each space. Indicate
your answer on the separate answer sheet. The exercise begins with an example (0).

Example:

Learning at a distance
The idea of distance learning has been in (0) . for a long time. In recent years, due to the rapid
(1)... .. in computer technology, an extremely adaptable method of study has evolved around this idea.
Distance learning is becoming increasingly popular with students, and the (2)....of today’s university
population is changing as a result. For students whose chosen university is beyond daily travelling
distance, studying online using what is known as e-learning is an attractive (3)....because it enables
them to complete a degree without the expense of paying for accommodation in the (4).... of their
place of study. Similarly, parents at home bringing up young children can (5)....advantage of this
flexible method of study because web-based support materials can (6)....with any individual time
schedule.

Initially, as e-learning (7)....in popularity, there was a certain amount of (8)..... amongst university
tutors, who feared that students studying in the isolation of their own home might be (9)....of daily
contact with their fellow students, something they regarded as an important (10)....of a university
education. It soon became (11).... , however, that e-learning can actually improve communication,
through the creation of so-called ‘discussion boards’, where the students submit their questions online,
making them readily (12)....to all. This system encourages a (13)..... exchange of opinions between
students, and it also means that the tutor’s response to each query is immediately available to a wide
(14)..... Nevertheless, it is recognised that human support is still a key factor in the learning
experience, and on most distance-learning courses, students are (15).... with face-to-face contact at
some point.

0 A actually
® existence C continuity D duration

1 A alterations B movements C openings D advances

2 A proportion B composition c arrangement D alignment

3 A option B selection c preference D favorite

4 A whereabouts B situation c vicinity D precincts

5 A have B get c gain D take

6 A stay in B put in c fit in D go in

7 A grew B emerged c leapt D enlarged

8 A attention B trouble c worry D concern
9 A deducted B deprived c denied D deleted
10 A issue B aspect c item D point
11 A evident B conspicuous c distinct D straightforward
12 A allowable B accessible c achievable D applicable

13 A busy B restless c lively D bustling

14 A following B assembly c reception D audience

15 A offered B provided c delivered D permitted

12
Paper 3 Part 6

For questions 75-80, read the following text and then choose from the list A -l given below the best phrase to fill each
of the spaces. Write one letter (A-l) in the correct box on your answer sheet. Each correct phrase may only be used
once. Some of the suggested answers do not fit at all.

A great book deserves a great cover

Over the years, designing book jackets has attracted some of the
world's top graphic designers, and it's easy to see why. Creating
images to partner great literature is an exciting proposition. Of
course, there's more money to be made designing the packaging
for frozen food, but book-cover design is more dignified (7 5 )..... ..

Today, of course, the marketing wizardry that goes into frozen-

food packaging is also applied to novels and biographies. The
marketing folk have moved into the once genteel world of
publishing, (7 6 )..... .. Even so, it's hard to find truly awful designs
in a bookshop, even if you look on the shelves devoted to airport
blockbusters (7 7 )..... .. Odd, therefore, that w hen many well-
designed books are published in translation, their jackets are
redesigned.

You expect covers to be altered to accommodate language

changes, but you'd have thought thap'tn this age of global
branding, there would be one jacket for all editions. It works for
perfume, (7 8 )..... .. It would seem to make economic sense to use
an original cover design because it already exists as artwork
(7 9 ).... .. . So why does this not happen?

The answer seems to be that books, and especially novels, are

culturally sensitive things: a visual image might have a subtle
resonance in one country, (8 0 )..... .. So the one-size-fits-all
approach, common in global design, just doesn't seem to wash
w hen it comes to book covers.

A and this means rethinking the cover

B and the confessions of celebrities

C and yet appear meaningless elsewhere

D and so it appeals to them too

E and so a worthwhile activity for designers

F and presumably the author has approved it

G and other examples of the genre

H and you would expect the same to apply to books

I and dragged it into the modern era