Download Unit 5 PR and advertising PART 1 ADVERTISING How many ads

Unit 5
PR and advertising
PART 1
ADVERTISING
 How many ads have you seen today? Where did you see them?
 Did any of the ads you saw today impress you? Why? Why not?
 Look at the ads below.
 What products do these pictures advertise? Would you call these ads good? Why? Why
not? What makes them good/bad from your point of view?
 What is your attitude to advertising in general?
Reading
 Before you read
 Think of your own definition of the word ‘art’. What would you call ‘art’ and what does
not deserve this name?
 Find the best definition of the word ‘art’ in a dictionary (encyclopedia).
 Do you think that the word ‘art’ is applicable to advertising? Give reasons for your
answer.
Ads, The Sponsored Art of Capitalism
Commercial speech – advertising –
makes up most of what we share as a
culture. No one is happy about this, not even
the people who make it. They call it clutter;
the rest of us call the current glut of
advertising by worse names. But, call it
what you will, language about products and
services has pretty much replaced language
about all other subjects.
As the language of commercialism has
become louder, the language of high culture
has become quieter; it seems to be ending
not with a bang but with a whimper. We all
know the funeral refrain: The canon of
recognized literary works, the shared
vocabulary of known lines, our cultural
literacy, the allusions to hundreds of years of
‘the best that has been thought and said’ has
all but disappeared thanks to “a few words
from the sponsor”.
Ask anyone under the age of fifty to fill
in the blank in what was the most famous
line in the nineteen-century poetry,
Wordsworth’s “My heart leaps up when I
behold a …….in the sky.” Few can do it
(it’s “rainbow” in case you are wondering).
But ask the same group what’s in a Big Mac
and you’ll hear, “Two all-beef patties,
special sauce, lettuce, cheese, pickles, and
onions on a sesame-seed bun.” It’s sad to
say that more of us know Morris the cat than
William Morris.
Generation X is the first generation to
know the world almost entirely through
advertising. A famous New Yorker cartoon
has a father saying to his son while looking
up at a rainbow: “It isn’t advertising
anything, dammit!”
In 1915 it was perfectly possible to go
entire weeks without observing an ad. When
your grandparents were growing up in the
1950s, just as television was entering the
bloodstream, ads were confined to distinct
“pods” and everyone knew where they were.
No longer. The average young adult today
sees some 5,000 ads each day, in almost
every minute, in almost every place. The
only ad-free refuge is sleep and prayer.
As awful as it may seem, when young
people around the world are asked what
freedom means, most of them say the
freedom to buy what you want, when you
ant it, and to use it how you want.
On Madison Avenue it is often said that
we consume the advertising not the product,
that we drink the commercial not the beer,
drive the nameplate not the car, smoke the
jingle not the cigarette. There is no doubt
that such a system is wasteful; devoid of
otherworldly concerns, it lives for today and
celebrates the body. It certainly encourages
recklessness, living beyond one’s means,
gambling. Consumer culture is always new
and improved, always bigger and better,
always loud, always without a past and with
a perpetually rosy future.
But the idea that advertising creates
artificial desires rests on a wistful ignorance
of history and human nature, on the hazy,
romantic feeling that there existed some
halcyon era of noble savages with purely
natural needs. Once we are fed and
sheltered, our needs are and have always
been cultural, not natural. Until there is
some other system to codify and satisfy
those needs and yearnings, commercialism –
and the culture it carries with it – will
continue not just to thrive but to triumph.
(James Twitchell ‘Twenty ads that shook the world’)
 Having read the text
 Focus on vocabulary
Match the phrase in the first column with the definition in the second column.
advertising agency
advertising budget
opinion leaders
advertising rate Commercial
a form of advertising which is particularly
common in newspapers, online and other
periodicals which may be sold or distributed
free of charge
a company whose business is to create
advertisements for other companies or
organizations.
an estimation of a company's promotional
expenditures over a period of time; the money
a company is willing to set aside to
accomplish its marketing objectives.
anyone who is an active voice in a
community, somebody who speaks out and
gets asked for advice a lot
a bulletin issued periodically to the members
of a society or other organization
Newsletter
a strategy aimed at reaching consumers
without the need for some type of
intermediary to establish the connection
classified advertisements
a fixed price paid or charged for advertising
direct advertising
a person or company that pays for a product,
event, or job to be advertised in a newspaper,
on television, or on a poster.
brand image
an official statement issued to newspapers
giving information on a particular matter
Advertisement
a person who has a lot of influence over what
the public thinks about things
Billboard
a series of advertisement messages that share a
single idea and theme which make up an
integrated marketing communication (IMC).
opinion maker
a person who creates the text for
advertisements, promotional brochures and
other public relations outlets
press release
a television or radio advertisement
Copywriter
a notice or announcement in a public medium
promoting a product, service, or event
advertising campaign
the image or impression that people have of it,
usually created by advertising
Advertiser
a large outdoor board for displaying
advertisements
 Discuss the following questions:
1. Does the author of the text think that advertising plays an important role in our
culture? What makes you think so?
2. Why does the author mention William Wordsworth in his story?
3. Can you explain what is funny about the ‘famous New Yorker cartoon’, mentioned in
the story?
4. The author mentions “pods” in his story. How do you understand this word?
5. Comment on the highlighted words from the text.
6. Do you agree that advertising encourages recklessness, living beyond one’s means
and gambling? Give reasons for your viewpoint.
7. Comment on the phrase from the story: “Once we are fed and sheltered, our needs
are and have always been cultural, not natural”.
Reading
 Before you read
 Study the content of the box below:
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from those of other sellers." A brand is thus a product or service
whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need.
Brands are spread through various elements:

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

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Name: The word or words used to identify the company, product, service, concept
Logo: The visual trademark that identifies the brand
Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me
now" is an important part of the Verizon brand.
Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked
elements of those brands.
Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand.
Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.
Sounds: A unique tune or set of notes can "denote" a brand: the famous Nokia tune is one of the most
famous examples.
Movement: Lamborghini has trademarked the upward motion of its car doors.
Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked.
Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
 What brands do you know? What makes these brands recognizable? Analyze the brands
you mentioned, bearing in mind the content of the box.
 Read the story about one of the most famous brands.
The Marlboro Man
Somewhere, there exists an America
inhabited solely by characters from product
advertising campaigns. Imagine Mr. Clean
taking up residence in our country's kitchens,
resting his bald pate in the broom closet and
renting out cabinet space to the Jolly Green
Giant, who rumbles off to tend the farmlands
with the dawn.
In such a landscape, a single character would
surely dominate the American West. The
California Raisins might occupy the Hollywood
hills, but from the Rocky Mountains to the
Mississippi, no one could lasso customers like
the Marlboro Man. While he may not be one of
the most beloved characters, the Marlboro Man
was a fixture of our culture for decades. When it
came to selling cigarettes, the cowboy got the
job done.
In the 1920s, Marlboro was first advertised as
a premium cigarette for women, a milder version
of the smokes well-dressed men might puff on
after dinner. But the brand never took hold, and
by the 1950s concerns over the connection
between smoking and cancer drove many
smokers to filtered brands. Philip Morris didn't
have a filtered cigarette, so it scrapped the old
campaign in favor of re-launching Marlboro as
the company's filtered alternative.
After deciding to introduce filters to the
brand, Marlboro executives still had the brand's
feminine image to deal with. It didn't help that
filtered cigarettes were considered softer
versions of the real thing, cigarettes for sissies.
For help, Marlboro turned to Leo Burnett's
advertising company. In a 1972 documentary,
Burnett recalled the brainstorming session in
which they stumbled upon their icon.
I said, 'What's the most masculine symbol
you can think of?' And right off the top of his
head one of these writers spoke up and said a
cowboy. And I said, 'That's for sure.'"
The first Marlboro men weren't limited to
cowboys. They were all sorts of rugged
individuals who smoked their cigarettes while
performing equally manly tasks, from fixing
their cars to fishing or hunting.
By 1957, Marlboro's sales were skyrocketing.
Unfortunately for Philip Morris, however, 1957
also brought with it one of the first rounds of
negative publicity. A study published in
Reader's Digest linked smoking with cancer.
In response, Marlboro once again turned to
show its softer side. But this time it made sure to
do so in a way that might retain the masculine
appeal the company had worked so hard to
cultivate, while calming the nerves of anxious
smokers. Instead of focusing on the mysterious
tattooed Marlboro Man, it turned the camera to
sultry singer Julie London, who would share a
smoke with her lucky male companion in
between verses of the dreamy new "Settle Back
With a Marlboro" theme.
smoke, lasted for a while. But as American
politics became more complicated in the 1960s,
Jack Landry, the Marlboro brand manager at
Philip Morris, saw an opening into which the
cowboy fit like a glove.
"In a world that was becoming increasingly
complex and frustrating for the ordinary man,"
Landry explained, "the cowboy represented an
antithesis – a man whose environment was
simplistic and relatively pressure free. He was
his own man in a world he owned."
Marlboro's television advertisements in the
'60s reflected the idea of freedom in wide-open
spaces, especially once the theme from the
movie The Magnificent Seven was added to the
scenes of cowboys leading their herds through
dusty canyons of "Marlboro Country".
Part of the success of the campaign might be
attributable to the fact that Marlboro forged
some credibility by using real cowboys in some
of the ads instead of actors just playing the part.
The image took hold with enough force that
even through a ban on televised tobacco
advertisements that began in 1971, the Marlboro
Man survived unharmed. Instead of riding off
into the sunset, the image turned up in print ads
and on billboards all over the country.
While a government ban couldn't kill the
Marlboro Man, the instrument that ended up
doing the trick was the product itself. Two
Marlboro men, Wayne McLaren and David
McLean, died of lung cancer, but not before
McLaren could testify in favor of anti-smoking
legislation.
(From http://www.npr.org/)
These commercials, paired with print ads that
showed apparently wealthy men relaxing for a
 Having read the text
 Find Russian equivalents to the following words and phrases:
pate
broom closet
rent out
rumble
fixture
scrap
sissy
brainstorming
session
stumble upon
smth
rugged
sultry
fit like a glove
simplistic
forge
 Discuss the following questions
1. Do you know the brands mentioned in the first passage? Are the same brands
advertised in your country?
2. What does the author of the text mean by saying that ‘no one could lasso customers
like the Marlboro Man’?
3. What made Philip Morris re-launch Marlboro in the 1950s?
4. Have you ever heard about Leo Burnett's advertising company? Find information
about it in the Internet.
5. Why was a cowboy chosen as the ‘icon’ of the brand?
6. Why was the image of the ‘sultry singer Julie London’ used in the Marlboro ads?
7. Why did Jack Landry, the Marlboro brand manager, turn to the cowboy image in
the 1960s?
8. What for did Marlboro brand managers use real cowboys in their ads?
9. Comment on the highlighted sentence from the last passage.
 Sharing ideas
1. What factors that influenced the advertising campaign of Marlboro were
mentioned in the text?
2. What should a brand manager (an advertising company) take into account while
working on an ad?
3. Today advertising of tobacco is banned almost everywhere. Do you think that it’s a
just ban? What other goods should not be advertised? Why?
4. Study the site http://spyrestudios.com/hilarious-print-ads/ Choose the ad you like
most of all. What makes this ad so attractive to you?
Writing
 Write an essay, commenting on one of the following quotes:
1. Advertising is the art of convincing people to spend money they don't have for something
they don't need. (Will Rogers)
2. I do not read advertisements. I would spend all of my time wanting things. (Archbishop
of Canterbury)
PR
 Reading
Before you read:
 Give your own definition of PR.
 Study the definition given in the box #1. Use your dictionary if necessary. Compare
your definition with the definition in the box #1.
PR (Public Relations) is an aspect of communications that involves promoting a desirable
image for a person or group seeking public attention. It originated in the U.S. in the early 20th
century with pioneers such as Edward L. Bernays and Ivy Ledbetter Lee. Government
agencies in Britain and the U.S. soon began hiring publicists to engineer support for their
policies and programs, and the public-relations business boomed after World War II.
Clients may include individuals such as politicians, performers, and authors, and groups
such as business corporations, government agencies, charities, and religious bodies.
The audience addressed may be as narrow as male alternative-music fans between the
ages of 21 and 30 or as broad as the world at large. A publicist's functions include generating
favorable publicity and knowing what kind of story is likely to be printed or broadcast. The
task is complicated by the variety of existing media: besides newspapers, magazines, radio,
and television, there are publications of professional associations, direct-mail lists, on-site
promotional events, and so on. It consists largely of optimizing good news and forestalling
bad news; if disaster strikes, the publicist must assess the situation, organize the client's
response so as to minimize damage, and marshal and present information to the media.
Britannica Concise Encyclopedia
 Answer the following questions:
1. Why is PR called an aspect of communication?
2. Who can become a client of a PR agency? List all the clients mentioned in the definition.
What sort of work can a PR manager do for each of these clients?
3. What audience would you prefer to work with if you were a PR manager? Why?
4. What does the author mean ‘by optimizing good news and forestalling bad news’? Do
journalists do the same? Why? Why not?
 Study the definition in the box.
The phrase spin doctor entered British and American political vocabulary during the late
1980s and its meaning is captured broadly in Chambers 21st Century Dictionary as ‘someone,
especially in politics who tries to influence public opinion by putting a favourable bias
information presented to the public or to the media’. The term has a strongly pejorative
implication, suggesting that the spin placed on information is misleading and may be
consciously intended to be so: spin doctors manipulate rather than merely manage news
agendas.
Key Concepts in Journalism
1. Study the meaning of the word spin in a good dictionary.
2. What does the word pejorative mean?
3. Why does the term spin doctor have a strongly pejorative implication?
Reading
Edward Bernays
Edward Bernays (1891 - 1995) is
regarded by many as the “father of public
relations”.
Born in Vienna, Bernays was a nephew
of Sigmund Freud, the father of
psychoanalysis, and his public relations
efforts helped popularize Freud’s theories in
the United States. Bernays also pioneered the
PR industry’s use of psychology and other
social sciences to design its public
persuasion campaigns. “If we understand the
mechanism and motives of the group mind, it
is now possible to control and regiment the
masses according to our will without their
knowing it,” Bernays argued. He called this
scientific technique of opinion molding the
“engineering of consent.”
One of Bernays's favorite techniques
for manipulating public opinion was the
indirect use of “third party authorities” to
plead for his clients’ causes. “If you can
influence the leaders, either with or without
their
conscious
cooperation,
you
automatically influence the group which they
sway,” he said. In order to promote sales of
bacon, for example, he conducted a survey of
physicians
and
reported
their
recommendation that people eat hearty
breakfasts. He sent the results of the survey
to 5,000 physicians, along with publicity
touting bacon and eggs as a hearty breakfast.
Bernays’s clients included President
Calvin Coolidge, Procter & Gamble, CBS,
the American Tobacco Company, General
Electric, Dodge Motors Beyond his
contributions to these famous and powerful
clients, Bernays revolutionized public
relations by combining traditional press
agentry with the techniques of psychology
and sociology to create what one writer has
called “the science of ballyhoo.”
PR industry historian Scott Cutlip
describes Bernays as “perhaps public
relations’ most fabulous and fascinating
individual, a man who was bright, articulate
to excess, and most of all, an innovative
thinker and philosopher of this vocation that
was in its infancy when he opened his office
in New York in June 1919.” Much of
Bernays's reputation today stems from his
persistent public relations campaign to build
his own reputation as “America’s No. 1
Publicist.” During his active years, many of
his peers in the industry were offended by
Bernays’s
continuous
self-promotion.
According to Cutlip, “Bernays was a brilliant
person who had a spectacular career, but, to
use an old-fashioned word, he was a
braggart.”
“When a person would first meet
Bernays,” says Cutlip, “it would not be long
until Uncle Sigmund would be brought into
the conversation. His relationship with Freud
was always in the forefront of his thinking
and his counseling.” According to Irwin
Ross, another writer, “Bernays liked to think
of himself as a kind of psychoanalyst to
troubled corporations.” In the early 1920s,
Bernays arranged for the US publication of
an English-language translation of Freud’s
General Introduction to Psychoanalysis. In
addition to publicizing Freud’s ideas,
Bernays used his association with Freud to
establish his own reputation as a thinker and
theorist – a reputation that was further
enhanced when Bernays authored several
landmark texts of his own, most notably
Crystallizing Public Opinion (1923) and
“The Engineering of Consent” (1947) .
Bernays defined the profession of
“counsel on public relations” as a “practicing
social scientist” whose “competence is like
that of the industrial engineer, the
management engineer, or the investment
counselor in their respective fields.” To assist
clients, PR counselors used “understanding
of the behavioral sciences and applying them
–
sociology,
social
psychology,
anthropology, history, etc.” In Propaganda,
his most important book, Bernays argued that
the scientific manipulation of public opinion
was necessary to overcome chaos and
conflict in society.
Bernays’s celebration of propaganda
helped define public relations, but it didn't
win the industry many friends. In a letter to
President Franklin Roosevelt, Supreme Court
Justice Felix Frankfurter described Bernays
and Ivy Lee as “professional poisoners of the
public mind, exploiters of foolishness,
fanaticism and self-interest.” And history
itself showed the flaw in Bernays’s claim
that “manipulation of the masses” is natural
and necessary in a democratic society. The
fascist rise to power in Germany
demonstrated that propaganda could be used
to subvert democracy as easily as it could be
used to “resolve conflict.”
In his autobiography, titled Biography
of an Idea, Bernays recalls a dinner at his
home in 1933 where a German journalist was
telling him about Goebbels and his
propaganda plans to consolidate Nazi power.
Goebbels had shown the journalist his
propaganda library, the best he had ever
seen. Goebbels was using Bernays’s book
Crystallizing Public Opinion as a basis for
his destructive campaign against the Jews of
Germany. This shocked Bernays. Obviously
the attack on the Jews of Germany was no
emotional outburst of the Nazis, but a
deliberate, planned campaign.
Bernays is held in high regard even
today, and was named as one of the 1000
most influential people of all time.
 Having read the text
 Focus on vocabulary
Fill in the gaps in the sentences with the words from the text.
1. He wrote several books about Byron, and even made a program on TV about him. In
fact, he did his best to …………his poetry.
2. I was using all my power of ………..to make him stop smoking, but all the efforts
were in vain.
3. She is trying to …………every aspect of my life. It’s so annoying!
4. Too often we try to……….. our children into something they do not wish to be.
5. Mr Jones will …………..for you in this case, and be sure that he is best advocate we
managed to find.
6. This shampoo is ………….as being completely natural, but I don’t trust ads.
7. He is always boasting about his achievements. How can one be such a ………..?
8. They have very good reputation in their own country, and it’s evident that they’ll be
keen to………. their reputation abroad.
9. His behavior was regarded as an attempt to ……………democracy, and he was
arrested.
 Discuss the following questions.
1. What do you know about Sigmund Freud? Why was it so important for Edward Bernays
to be treated as Freud’s nephew?
2. What does the term opinion molding mean?
3. What did Bernays mean by “third party authorities”, and how did he use these authorities
in his work?
4. Find the expression “the science of ballyhoo” in the text. When and why does the author
use this expression?
5. How did Scott Cutlip describe Bernays’s personality? What is the secret of his popularity
from Irvin Ross’s point of view?
6. Have you ever heard about behaviorism? Check your dictionary/encyclopedia for the
word.
7. What does the phrase to be held in high regard mean? Why is Edward Bernays held in
high regard even today?
 Sharing the ideas.
1. It’s said in the text: “Bernays argued that the scientific manipulation of public opinion
was necessary to overcome chaos and conflict in society”. Comment on this idea. Do
you believe that manipulation of public opinion can help to solve any problems in
society? Why? Why not? Illustrate your answer with all possible examples.
2. Supreme Court Justice Felix Frankfurter described Bernays and Ivy Lee as “professional
poisoners of the public mind, exploiters of foolishness, fanaticism and self-interest.” Is it
a fair description from your point of view? Can these words be applied to every spin
doctor?
3. Describe an election campaign of a political leader from the point of view of PR. Do you
see elements of manipulation in this campaign? Was this campaign successful or not?
Why?

Reading
Before you read.
 You are asked to promote a new product on the market. What steps will you take to make
this entirely unknown product popular? Discuss the plan of your campaign with your
partners.
 Read the story about one of the most successful Bernays’s PR campaigns.
"I was positively uninterested in the dance."
When Bernays took on Diaghilev's
Ballet Russes American tour in 1915, he
wrote, "I was given a job about which I
knew nothing. In fact, I was positively
uninterested in the dance." He wasn't alone.
Americans thought masculine dancers were
deviates, and that "dancing was not nice,"
and of limited interest.
Bernays began to connect ballet to
something people understood and enjoyed.
"First, as a novelty in art forms, a unifying
of several arts; second, its appeal to special
groups; third, its direct impact on American
life, on design and color in American
products; and fourth, its personalities."
Beginning with newspapers, Bernays
developed a four-page newsletter for
editorial writers, local managers and others,
containing photographs and stories of
dancers, costumes, and composers. Articles
were targeted to his four themes and
audiences. For example, the "women's
pages" received articles on costumes, fabric,
and fashion design; the Sunday supplements
received full-color photos.
Magazine coverage, timed to appear just
before the ballet opened, was his next
approach. Bernays tailored his stories to his
editors. When Ladies Home Journal said
that they couldn't show photographs of
dancers with skirts above the knees, he had
artists retouch photos to bring down the
hem. His abilities to understand editors'
needs resulted in wide coverage: The
American Hebrew, Collier's, Craftsman,
Every Week, Harper's Weekly, Hearst
Magazines,
Harper's
Bazaar,
The
Independent, Ladies Home Journal, Literary
Digest, Munsey's, Musical America, Opera,
Physical Culture, Strand, Spur, Town &
Country, Vanity Fair, Vogue, and Woman's
Home Companion.
Bernays created an 81-page userfriendly publicity guide for advance men* to
use on the tour. When a national story about
the Ballet Russes appeared, advance men
could tailor it for local coverage. The guide
contained mimeographed pages, bios on the
dancers, short notes and fillers, and even a
question and answer page that asked, "Are
American men ashamed to be graceful?"
He persuaded American manufacturers
to make products inspired by the color and
design of the sets and costumes, and national
stores to advertise them. These styles
became so popular that Fifth Avenue stores
sold these products without Bernays's
intervention. Bernays used overseas media
reviews to heighten anticipation for the
dancers. When they arrived at the docks in
New York, a crowd was waiting. Bernays
then took photos of the eager crowds and
placed them in Sunday magazines
throughout the country. The ballet was sold
out before the opening. By the time the
ballet toured American cities, demand had
already dictated a second tour and little girls
were dreaming of becoming ballerinas.
Bernays had remolded biases to get his story
told. The American view of ballet and dance
was changed forever.
*advance man is a person who prepares an event (an
entrepreneur)
 Having read the text
 Choose the answer which you think fits best according to the text.
1. The words ‘Bernays took on Diaghilev's Ballet Russes American tour’ mean that:
A. Bernays became a ballet dancer
B. Bernays met Diaghilev
C. Bernays got a new job
2. In 1915 Americans
A. were crazy about masculine ballet dancers
B. believed that masculine ballet dancers were different from what people normally
consider to be acceptable
C. knew nothing about masculine ballet dancers
3. Bernays spoke about ballet
A. as something totally new
B. as something that corresponded to normal life
C. as something that had nothing to do with normal life
4. The articles, prepared by Bernays
A. were written for different groups of readers
B. were all devoted to masculine ballet dancers
C. were written about costumes, fabric, and fashion design
5. Bernays’s advance men
A. were good tailors
B. received very detailed instructions
C. were good journalists
6. Fifth Avenue stores sold
A. costumes of the Ballet Russes
B. costumes for the Ballet Russes
C. costumes that were inspired by the Ballet Russes
7. According to the text
A. before the year 1915 the ballet Russes had been more popular in Europe than in
America
B. before the year 1915 before the year 1915 the ballet Russes had been had been
very popular both in Europe and in America
C. the ballet Russes became popular in America after the year 1915
 Answer the following questions
1. What made the PR campaign of Diaghilev's Russian Ballet so difficult?
2. What strategy did Bernays use to promote the Ballet?
3. Reproduce the plan of the PR campaign organized by Bernays.
 Sharing ideas
1. Plan a PR campaign for
- a future president of a small country somewhere in Latin America
- the first album of a young singer
- a new detergent
- a new courses of English
2. Make a report about one of the most famous PR campaigns.