Self study 14 Task Vocabulary Exercise Complete the text with the words in the box. There are some words which you will not need

SELF STUDY 14
Task 1. Vocabulary


Exercise 1. Complete the text with the words in the box. There are some words which you will not need.

advertorial hoardings commercials placed endorsed flyers point-of-sale pop-ups free samples slogans viral

You may disagree that advertising is an art, you may even find it irritating at times, but it has certainly become part of our life, The newspaper article that you started reading turns out to be an advertorial The programme you are watching on TV is suddenly interrupted by a series of hoardings ' for various consumer goods, including one for Crispin's Crisps, endorsed by your favourite film star. And no sooner do you start surfing the Internet than slogans invade your screen. So you take a break and go for a stroll, only to take in once more how much samples have indeed changed your cityscape. Then, on entering your local supermarket, you notice immediately that free advertising is alive and well, but do not refuse the flyers given away that day. Finally, you just do it - yes, you buy three packets of Crispin's and walk back home with a spring in your step.

Exercise 2. Match the words in bold in the word pairs (1-5) to their meaning (a-e).
1 publicity stunt e) something done to get people's attention
2 design features d) an important, interesting or typical part of something
3 Honda slogan b) a short phrase that is easy to remember
4 poster campaign c) a series of actions intended to get a particular result
5 press coverage a) newspapers and magazines


Task 2. Reading
NEW MINOR PLANET “SAMARKAND”
Two Uzbek astronomers were working on a clear night in October 2007 at Maidanak Observatory when they suddenly pored over celestial images. After observing the images, they noticed a star-like object moving along the orbital path. They tracked the object and decided to send the preliminary (1)_ cooperation with U.S. Minor Planet Center (MPC), which was run by the Smithsonian Astrophysical Observatory and Harvard College Observatory in Cambridge, Massachusetts. They received the confirmation about the object not being previously documented in MPC catalogue. The Center assigned the object a provisional designation, and the real work began. It took Bahodir Hafizov, the Uzbek astronomer at Maidanak, almost two years to plot the daily trajectory and define the precise coordinates of the object until the Center was satisfied that it was indeed a new minor planet, or small solar system body. The planet was enrolled in MPC catalogue and named Samarkand, after the city that was (2) ideal location and atmospheric conditions in astronomy. Maidanak Observatory works in (3) studying of the sun’s internal composition and other international institutions. The new small and match them with their antonyms 1-6 solar system body was discovered with the help of the most modern and highly-sensitive equipment that is the best in the region and given to Ulugbek Astronomical Institute by the association of Korean Universities. During the Soviet period Maidanak was a military satellite ranging station and it was impossible to carry out this kind of International Cooperation in the field of astronomy. Nowadays Ulugbek Astronomical Institute (UBAI) is taking an active part in an International projects like (4) cooperation with the global community , monitoring of the brightness of quasars, observing young stars outside our solar system and many others. That’s because the Maidanak observatory has (5) the center of earliest innovations and experienced scientists as well. Obviously, UBAI is doing more than just discovering new minor planets. Thanks to the hard work of a group of scholars and (6) data to the International Astronomical Union (IAU) of astronomers, Maidanak has turned into a world-class observatory that helps to solve some of the universe’s most complex puzzles.