Celebrity Advertising - Write a text (100-150 words)

Celebrity Advertising

Ever since the early days of radio, advertising agencies have used actors, singers and athletes to sell products. This trend grew along with the development of television, and now it seems that everywhere we turn, we see celebrities endorsing some product or service.

It is easy to see why this is so. First, the advertisers hope that the public will transfer the "star quality" from the celebrity to the product or service, and buy or use it in the hope of becoming like the star. They also think that we are more likely to believe a sales pitch if it comes from a well-known personality. And if nothing else, they believe that a familiar face will help us to remember the item when it's time to lay out money. And for the stars who provide the endorsement, it seems to be a win-win situation: a chance to earn money while gaining valuable publicity for themselves.

But there are disadvantages as well. Sometimes the advertisers find that the celebrity spokesperson cannot really put the advantages of the product across successfully. Or the public may find it so unbelievable that the star actually uses the product or service, that the gimmick backfires, and the money spent hiring the well-known personality is wasted. In some cases, too, using a star endorsement seems to indicate desperation, a sign that the product cannot stand on its own merits. And one cannot help but wonder if the cost of hiring the celebrity is passed on to the consumer, making the product more expensive.

The celebrities themselves may also find that there is a downside to product endorsement. They may risk losing the respect of the public by appearing in advertisements. Many people, including some celebrities, feel that stars should rely on their acting or singing abilities, or athletic prowess, and not just cash in because they have a famous face.

In our celebrity-obsessed culture, it is unlikely that this type of advertising will go out of fashion any time soon. But consumers should, as always, think carefully about where they spend their money, and not be led blindly by a media personality, no matter how famous.

The Cola Wars - Write a text (100 - 150 words)

The Cola Wars

Most people have heard of the Cold War between the old Soviet Union and the West. But fewer people have heard about another war, actually a series of battles, that was also waged at about the same time. They were fought by two giant brands in the soft drinks market, Coke and Pepsi, and are now known collectively as the Cola Wars.

Both drinks first came on the market towards the end of the nineteenth century, and they have been rivals for many years. It is not hard to see why: the market for carbonated drinks is worth close to $73 billion in the United States alone. Coke and Pepsi dominate, controlling over 70% of this market between them – 2008 figures suggest that the Coca Cola Company accounted for nearly 43%, while PepsiCo’s share was just 

over 30%.

Although these figures sound high, each brand has always wanted to increase its sales by cutting into the share of the market controlled by its rival. This competition erupted in the Cola Wars of the 1970s and 1980s, which were probably triggered by the “Pepsi Challenge”. The challenge consisted of blind tastings in which consumers were said to prefer the taste of Pepsi over Coke. Coca-Cola retaliated by launching New Coke, a variation of its original drink. The companies also initiated competing advertising campaigns featuring celebrities (Paula Abdul for Coke, Michael Jackson for Pepsi), which became so heated that Billy Joel even sang about the Cola Wars in his 1989 song, We Didn’t Start the Fire.

Today, the war between these two giants has taken a modern twist: who is “greener”? It seems that this battle has, at least temporarily, been won by Coca Cola, which has promised to reduce the use of dangerous gases in vending machines, and has invested $50 million to research environmentally-friendly forms of refrigeration. By contrast, Pepsi has so far only started a pilot scheme, with no long-term commitments for change.

So, Pepsi or Coke? Most consumers have very definite, although often quite unfounded, ideas of which is tastier. But if you can’t decide, what about some orange juice instead?

All in the Family - Write a text (100-150 words)

All in the Family

Talent seems to run in certain show business families. There are numerous pairs of famous siblings: Oasis brothers Liam and Noel Gallagher and sisters Kylie and Dannii Minogue, to name but two. Talent also seems to exist across generations, as in the case of singers Julio Iglesias and his sons, Enrique and Julio Jr, or actors Martin and Charlie Sheen.

The facts are undeniable, but the obvious question is: are the people in these families really more talented, or do they just get more opportunities to prove themselves? Although it is impossible to settle the nature versus nurture debate definitely, there is plenty of reason to suppose that the first explanation is true. This argument gains strength since famous entertainment personalities often marry others in the field. Isn’t it likely that actress Kate Hudson, for example, inherited talent from her actress mother, Goldie Hawn, or from her father, musician William Hudson? The evidence seems even stronger when considering families with many famous members such as the Jacksons, who sang together before several of the children, including Michael and Janet, went on to brilliant solo careers.

However, it is also true that some members of famous families get opportunities to break into show business that other people often do not. These opportunities may be offered to the children of the famous, who can start their careers at a young age. Singer Lily Allen appeared in a television comedy co-written by her father when she was only three; Sean Lennon joined mother Yoko Ono in a video at age five and Miley Cyrus started her acting career at nine, soon after which she was given a role in her father’s television series. Even siblings of the famous may get special opportunities: because Nick Jonas already had a solo career, music industry gurus were willing to listen to his brothers, Kevin and Joe, leading to the creation of the Jonas Brothers group.

It’s impossible to decide whether heredity or environment is more important in developing star clans. But meanwhile, we can certainly hope for great things for the children of, say, Brad Pitt and Angelina Jolie (herself the daughter of actor Jon Voight) or those of Catherine Zeta-Jones and Michael Douglas (son of actor Kirk).

Advice by Shipp - Write a text (100-150)

Advice by Shipp

Many magazines and newspapers have a section where readers can write in for advice about personal problems. The person who answers these letters is often portrayed as a kindly, middle-aged woman, with a reassuring sort of name. That’s why advice columnist Josh Shipp is so unusual – not only is he male, he’s also only 29-years-old.

Josh has been compared to other TV advice experts such as Dr Phil, but his target audience is very different. Through books, live appearances and on his own TV show, Jump Shipp, Josh offers advice to troubled or confused teeagers and 20-somethings. He is also available on the medium with which his generation is so at home: the Internet. His website, heyjosh.com, is accessed by thousands each day, and he may be reached on certain social-networking sites, too. But it is not only the availability that youngsters find so appealing, Josh offers sound advice with a large dose of humour.

Josh has great empathy with the problems of the young. Abandoned at birth by his biological parents, he grew up with a succession of foster parents, some of whom treated him badly. As an abused teenager, he turned to food for consolation and contemplated suicide. But he also began to use humour to gain attention in class, and a sympathetic teacher noticed this. The teacher saw that classmates listened to Josh while they were laughing, and encouraged him to expand on his advice-giving. Josh believes that his own life story helps young people to trust him, and shows them that they really do have control over their own future.

In addition to reaching youngsters directly, Josh is now developing ways of addressing adults in contact with young people, such as parents, teachers, youth leaders and sports coaches. His company employs several people and makes millions of dollars; today, a one-hour speech will earn Josh $5,000. Not bad for a young man who started out with such disadvantages – and certainly an inspiration to his audience.

A Tasteful Job - Write a text (100-150 words)

A Tasteful Job

Whether your favourite food is chocolate ice-cream or steak and chips, the chances are that at least part of the flavour is the work of flavourists or food chemists. These professionals are responsible for putting the artificial taste into some foods and enhancing the natural flavours of others.

This skill has been gaining in importance since the early 20th century for two main reasons. First, the massive development of the fizzy drink and sweet industries over the past hundred years has created a new and growing demand for artificial flavouring. Second, technology such as home refrigeration and food-processing techniques have caused much of the food we eat to lose its flavour. It has become the job of flavourists to restore that taste.

Flavourists use approximately 3,000 different chemicals, which are mixed together in different amounts and combinations to create the desired flavour. Obviously, they need a good knowledge of chemistry to determine the chemical composition of individual flavours. However, because they are also required to be innovative, flavourists describe themselves as artists. Many even develop specialised skills – some concentrate on the taste of meat or vegetables, for example, while others focus on “sweet brown” flavours like caramel.

Some flavourists are employed directly by food companies, where they not only create flavours, but also try to discover the chemical composition of flavours created by rivals. However, other job opportunities exist in government agencies and in special “flavour houses”, which develop flavours that are bought by food companies. Flavourists can expect to earn around $50,000 a year to start with, but salaries may eventually reach double or even triple that amount for those with several years of experience.

Of course, some people will always prefer the taste of fresh food. However, perhaps you’ll appreciate the taste of your food even more, now that you know about the hard work that goes into creating it.

Colour, Colour on the Wall - Write a text about it (100-150 words)

Colour, Colour on the Wall

Could simply changing the colour scheme in schools make pupils more intelligent? According to one study at a school in Wetaskiwin, Canada, replacing the school’s white, brown and orange colour scheme for one that featured blue and yellow, together with changes in lighting, caused the IQ scores of some students to rise. 

In addition, the school experienced a decrease in behaviour problems and absenteeism.

How can colour affect our moods, behaviour and thinking processes? Some scientists point to the fact that each colour has its own distinctive wavelength of light. When these enter the colour-sensitive area at the back of the human eye, they could stimulate the production of certain hormones. And these, in turn, could be responsible for changes in how our body functions. For example, researchers have found that looking at “cool” colours such as blue or green, can cause our blood pressure to fall, our rate of respiration and perspiration to decrease and brain-wave activity to slow. Looking at “warm” colours, such as yellow, orange and red, on the other hand, may have the opposite effect.

The research on the subject is by no means conclusive. Some scientists argue that our response to colour might simply be cultural – that is, we have learned to associate blue with calm and red with excitement. However, this has not stopped people from trying to use colour in various ways. Since orange is thought to increase the appetite, it is not surprising that this colour is used predominantly in fast-food restaurants, while some factories now paint their machinery pale blue, instead of grey, to increase productivity. In addition, residents at a United States home for the mentally handicapped are calmed by the yellow, peach and blue walls, while patients at a Canadian clinic may, thanks to the blue decor, experience less fear during their visit to the dentist.

So the next time you decide to redecorate, think carefully. Your colour choice may do more than just reflect your personal taste!

The Google Logo - Write a text about it (100-150 words)

The Google Logo

The Google logo is instantly recognisable to millions of people. The simple logo with its brightly coloured letters, has become a familiar symbol all over the world. It looks as if it had been designed quickly and effortlessly, but the truth is that it is the product of much thought and hard work.

The company founders, Larry Page and Sergey Brin, had a very clear idea of what they wanted the logo to express. They felt that their company was young, fun and new, and this, they thought, would best be shown by using only letters and no symbols. They also wanted the logo to emphasise that their new search engine was easy to use, especially since, in 1998, people were less familiar with computers than they are today. They therefore needed a logo that clearly displayed the name of the company in the centre and they wanted something that was short and easy to remember.

With the help of designer Ruth Kedar, the present logo eventually took shape. Primary colours – red, yellow and blue – predominate, to indicate stability and reliability. Only the green “l” stands out to show individuality and unpredictability. For the same reasons, the letters are basically from a standard font, Times New Roman, with the two “o”s leaning sideways to the left.

However, the logo underwent several changes on the way to the finished version. At one time, it possessed an exclamation mark at the end, like Yahoo! At another time, the name appeared completely in capital letters. And the “o”s had several additions that were eventually discarded – they were part of a magnifying glass, a target and a smile.

In addition to the standard image, variations now known as Google Doodles appear occasionally to mark special events, such as the birthdays of well-known artists and scientists, like Michael Jackson and Albert Einstein to name but two. They also celebrate the launch of new Google sites, and other events such as Valentine's Day.

Most of us pay little attention to the logo, but it is obviously doing what it is supposed to. Millions consult Google every day, and trust the search engine to give reliable results.

The Story of Toy Story - Write a text about it

The Story of Toy Story

The 1995 film Toy Story was the first feature film to be entirely generated by computer. It was a tremendous success, both commercially and artistically. It received rave reviews, and was praised both for the story and its technical aspects. Worldwide, the film made over $361 million. But this final version did not happen effortlessly, as a quick look behind the scenes will show.

The plot focuses on the relationship between Woody, a toy cowboy, and a new, expensive toy astronaut called Buzz Lightyear. But the characters that feature in the released version of the film started out very differently. Originally taken from a short film called Tin Toy, the astronaut Buzz evolved from a character called “Tinny”, while Woody changed from a ventriloquist’s dummy to a stuffed cowboy doll. At one point, a Barbie character was suggested, but the idea was never developed because Mattel, Barbie’s creators, refused to permit her appearance in the film.

There were also changes in casting. Although Tom Hanks, whose voice is heard in the final version, was always the first choice for Woody, the film-makers had hoped that Billy Crystal would supply the voice for Buzz. However, he turned them down, a decision he now regrets, and Tim Allen filled the role.

Because the film uses only computer-generated imagery, much hard work was needed from the technical crew. For example, before animation could begin, clay or computer models of the characters were created, and each character received coded instructions controlling the way it could walk and talk. A total of 110 animators worked on the film, which cost $30 million to make.

Toy Story has won numerous awards. It has also created a whole range of spin-offs such as Toy Story dolls. In 1999, a sequel, Toy Story 2, was released followed by Toy Story 3 in 2010. Will we see Toy Story 4 within the next decade?

The 4x4 Debate - Write a text about it (100-150 words)

The 4x4 Debate

Jeeps, SUVs, 4x4s and “Chelsea tractors”. Whatever you call them, these large vehicles have become the subject of fierce debate in the United Kingdom and elsewhere: should they be banned from city centres?

Some people claim that these larger vehicles are unsuited to city driving: they cause congestion and make life difficult for pedestrians and cyclists. Even jeep drivers themselves may find it difficult to park and to navigate city streets. However, more serious is the charge that SUVs cause accidents. These vehicles, statistics show, are involved in 25% more accidents than other cars. This may be because they block narrow streets, restricting the view of other road users. In addition, they are heavier and have an elevated centre of gravity, making them more difficult to maneuver, especially in urban areas.

Supporters of a ban also stress ecological factors: SUVs are a larger drain on oil resources because they use more fuel than smaller cars do. They also cause more air pollution and contribute to global warming, since they produce more carbon dioxide. Therefore, the argument goes, these vehicles should be restricted to rural areas only, where unpaved roads and similar driving hazards justify their use.

However, opponents of a ban also present strong arguments. First, they say that all cars pollute, and that singling out SUVs is unfair. Second, they claim that owners of 4x4s tend to take good care of their vehicles and so can use them for longer. This means a reduction in the number of new cars which are manufactured, a process that itself requires massive amounts of energy. They add that many jeep owners belong to automobile clubs that provide support to emergency services; their vehicles may be volunteered for use when, for example, a search and rescue mission is undertaken in bad weather. But above all, they worry that a ban would seriously affect people’s freedom of choice, an important right in a democracy.

So, should these cars be banned, or not? Until the matter is decided one way or another, surely every driver should think carefully about whether the use of such a car is justified for a particular place at a particular time.

Extreme Recycling - Write a text about it (100-150 words)

Extreme Recycling

Many of us try to do what we can to protect the environment; we may recycle bottles and reduce our use of plastic bags. But such measures did not go far enough for one California family. Dave Chameides and his family decided that for one whole year they would not throw anything away.

Organic waste such as leftover or unused food was immediately recycled; it was placed in a special bin where it was converted into compost that could be used in the garden. Other items were stored in the family basement; paper was kept in a tin box and other, non-degradable, waste accumulated in large rubbish bins. Dave even saved waste created outside his home. After a holiday in Mexico, he arrived back in the United States carrying his rubbish, including empty plastic water bottles.

However, the family found that the best way of dealing with rubbish was to create less of it. In order to achieve this, they bought staple foods like rice in bulk to cut down on the amount of packaging, and they drank only tap water to eliminate the need for bottles. Fresh produce was bought weekly at a local farmers’ market.

Dave believes that such measures were good for his family, who ate more healthily, as well as being good for the environment. He claims that throwing away our waste does not make it disappear, but simply passes the problem of disposal on to someone else. Most waste in the US is taken to landfills outside of densely populated areas. Dave worries about the damage to the environment caused by transporting the rubbish which uses energy and causes carbon emissions. He is also concerned about what will happen when these areas are filled up. He hopes his actions will inspire others to be more careful as well as reducing his own “waste” footprint on the environment.

And, indeed, the amount of waste the family generated was far less than that created by an average US family. Over the year, Chameides produced only 14.5 kilograms of rubbish, compared to the over 700 kilograms of the average American. That’s quite a saving! So, while many of us may not be prepared to go 

to such extremes, perhaps we all will think more carefully about how we can reduce the amount of waste 

we generate.

Hard Work in Hollywood! - Write a text about it (100-150 words)

Hard Work in Hollywood!

Hollywood stars are the envy of many. They have wealth, glamour and a luxurious lifestyle, which all appear to have been acquired effortlessly. Their job is not difficult, some people think, so why are they so well-rewarded? But the life of a working actor or actress is far from easy.

Sometimes, for example, stars have to alter their body shape for the sake of a role. Tom Hanks gained 23 kilos for the start of the film Castaway, but by the end of the film, his character was supposed to be painfully thin. Production was actually stopped so that he could lose the weight. Renee Zellweger also famously gained weight to play Bridget Jones in Bridget Jones’s Diary. The actress then shed the excess weight for her role as Roxy in Chicago, but had to regain the 13 or so kilos for the sequel to Bridget Jones – Bridget Jones: The Edge of Reason.

At other times, stars undergo a change in their lifestyle. Daniel Day Lewis lived for several months in the wilderness, eating only what he could hunt and fish, before he started filming The Last of the Mohicans. Catherine Zeta-Jones, in contrast, prepared for her role as a waitress in No Reservations by working in a restaurant. She had difficulty remembering the menu, and found the work hard, but this gave her great admiration for the waiters and kitchen staff.  She was also surprised at how unobservant the diners were, and noted that it took a long time for them to notice the waitress’s supposed “resemblance” to the actress!

And sometimes actors and actresses have to learn unusual skills for their roles. Matt Damon mastered the game of golf for Bagger Vance, but cracked a rib doing so. This made filming the golf scenes in the film very painful. And for The Brothers Bloom, Rachel Weisz, who could not even shuffle a deck of cards, learned how to perform complicated card tricks.

In addition, of course, stars have to learn their lines and convince us that they are really the character they are portraying. They put in long hours, often on location far away from their families. With all this hard work, haven’t they actually earned the many rewards they enjoy?

Rock 'n' Roll - Write a text (100-150 words)

Rock ’n’ Roll

So you want to be a rock ’n’ roll star? Until recently, there was not much studying you could do to fulfill this ambition. Rock stars of the past relied on raw talent, hard work and a lot of luck; even the members of the Beatles had no formal education in music.

But now, throughout the United States, the United Kingdom and elsewhere, aspiring young musicians can attend rock ’n’ roll schools. Most are designed for the 8 to 18 age group, and offer lessons on playing guitar, drums and keyboard instruments, as well as singing. Classes are sometimes also given on rock history, musical composition and song-writing.

Some programmes train students in performance-related skills such as sound and lighting and stage presence: how to develop self-confidence and deal with stage fright. Students may also find out about group dynamics and what to do with group members whose egos get too big. Sometimes students also learn about logo and brand names, and may pass out autographed photos of themselves to “fans” after a performance.

For those who cannot find a local programme, summer camps devoted to rock music are also available. Here, counsellors accompany students to lessons, rehearsals and jam sessions, as well as to music shops and recording studios. Participants may also attend performances in local bars, and meetings are arranged with famous local musicians. From them, campers find out not only about technique, but also about the realities of life in the music business, and how to make it a career.

However, not everyone wants hands-on instruction. People who prefer a more academic approach can choose from classes available in various locales on rock ’n’ roll related subjects. Even people with no musical talent may enjoy learning about the evolution of the genre, girl groups or the rise of Motown, for example.

So whether your interest in music is theoretical or practical, there is now somewhere for you to study. Who knows where the next rock and roll sensation may be learning right now?