#0652 – Outdoor Advertising, - Ang, mater, ESL Podcast McQuillan Jeff mp3+PDF
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English as a Second Language Podcast
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ESL Podcast 652 – Outdoor Advertising
GLOSSARY
advertising campaign
– an effort to make people aware of one’s products or
services and want to buy them by using many different kinds of related
advertisements
* An advertising campaign designed to reach young consumers might use ads on
Facebook, MySpace, and other websites that are popular with young people.
take it away
– a phrase used in an informal meeting to show that one has
finished speaking and is ready for another person to begin a presentation or
begin to lead the meeting
* Now Hank is going to tell us about his research. Hank, take it away.
outdoor advertising
– advertisements for a product or service that people see
when they are outdoors (not in their home, on TV, or in newspapers or
magazines), such as on vehicles, on large signs, and on the sides of buildings
* Too much outdoor advertising can be distracting for drivers.
on (one’s) radar
– a phrase used to describe something that one is aware of, or
something that one is thinking about and considering
* Poverty in Appalachia wasn’t even on the governor’s radar until she took a
business trip there and saw how much the people there are suffering.
to talk specifics
– to speak about something in detail
* That sounds like an interesting idea. Let’s schedule a meeting next week so we
can talk specifics.
billboard
– a large sign used to advertise a product or service, raised high in the
air next to a road
* The food in the photograph on that billboard looks so delicious, I get hungry
every time I drive by it!
digital
– electronic; displaying information electronically with lights that can
change
* Do you have a digital alarm clock, or an old wind-up alarm clock?
high-traffic
– with a lot of people or cars passing by; being seen or used by
many people
* This carpet-cleaning company promises it can clean even the dirtiest high-traffic
rugs.
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ESL Podcast 652 – Outdoor Advertising
exposure
– being seen or heard by many people
* If you want your company to have more exposure, buy a bigger ad in the
phonebook and create a fancy website.
mobile
– moving around; not stationary; not staying in one place
* Enjoy holding your baby while she’s little! Once she learns how to crawl, she’ll
be mobile and then you’ll have to follow her around everywhere.
wrap
– a large piece of fabric or plastic that covers another object, often much
larger than the object itself; a form of advertising on vehicles and buildings
* To advertise the new movie, the movie company placed a wrap around the tall
building next to the busy road.
structure
– something that has been built, such as a building, monument, or
bridge
* As a civil engineer, Julie has experience building many different types of
structures.
bench ad
– an advertisement that is attached to a bench (a long, outdoor seat
designed for two or more people) on the part where one’s back normally is when
seated
* The city’s public transportation system makes money by selling bench ads at all
bus stops.
skywriting
– the practice of having an airplane fly to write messages in the sky
with white vapor or smoke that it leaves behind
* India’s boyfriend used skywriting to write “Will you marry me, India?” in the sky.
to blanket
– to cover something entirely
* The band blanketed the city with posters for weeks before the big concert.
go big or go home
– a phrase used to encourage someone to decide to do
something thoroughly, with 100% effort, or not at all, because it isn’t worthwhile
to do something with only partial effort
* If you’re going to look for a new job, go big or go home. Make your resume as
good as it can be and apply for every job opportunity you find.
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these materials on another website or distributing them in any way is prohibited.
English as a Second Language Podcast
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ESL Podcast 652 – Outdoor Advertising
COMPREHENSION QUESTIONS
1. Why does Kam tell Gina to “take it away”?
a) Because he’s letting her control the next section of the meeting.
b) Because he doesn’t want to see the advertising anymore.
c) Because he thinks she’s being too quiet.
2. Which of these phrases could be used to describe a bench ad?
a) Outdoor advertising.
b) Digital advertising.
c) Mobile advertising.
______________
WHAT ELSE DOES IT MEAN?
to take it away
The phrase “to take it away,” in this podcast, is used in an informal meeting to
show that one has finished speaking and is ready for another person to begin a
presentation or begin to lead the meeting: “That’s all I wanted to say, so now it’s
time for our next presenter. Take it away, Sam.” The phrase “to take
(something) away” means to subtract: “Today, the kids learned that if you take
three away from five, you get two.” The phrase “to take (something) away” also
means to remove something so that one can no longer see it: “That chocolate
cake looks so delicious! Please take it away before I eat the whole thing by
myself.” Finally, the phrase “to take (one’s) breath away” means to be very
beautiful or surprisingly wonderful: “This sunset is so beautiful, it takes my breath
away.”
blanket
In this podcast, the verb “to blanket” means to cover something entirely: “The city
looks so peaceful when it’s blanketed with fresh snow.” Normally a “blanket” is a
thick cover for a bed that one sleeps under in order to stay warm: “It’s going to be
really cold tonight, so make sure you have enough blankets.” A “security
blanket” is also used to describe any object that someone likes to have because
it makes him or her feel calmer or less anxious: “Olga has a necklace that she
uses like a security blanket, always touching it when she feels nervous or
scared.” Finally, someone who ruins another person’s fun can be called a “wet
blanket”: “Why did you tell everyone it was time for the party to end? You’re such
a wet blanket!”
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these materials on another website or distributing them in any way is prohibited.
English as a Second Language Podcast
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ESL Podcast 652 – Outdoor Advertising
CULTURE NOTE
A JumboTron is a very large television screen used in “stadiums” (very large
buildings where people can watch teams play sports) and concert “venues”
(places where concerts and other events are held). Normally they are used to
show “close-up” (from a short distance away) images of what is happening. For
example, if there is a “fumble” (an instance where a player drops a ball), the
JumboTron might show a close-up so people can see what happened more
clearly. JumboTrons are most helpful for people who are sitting in the
“nosebleed section” (very high up in a stadium or arena, far from the thing being
seen) and cannot see “the action” (the things that are happening) very well.
Sometimes JumboTrons are used to provide entertainment. For example, during
some games, a video camera records images of the “crowd” (the people who
have gathered to watch the game) and plays them on the JumboTron “in real
time” (as the action is happening), so people can see themselves on the screen
as they are waving to the camera.
JumboTrons can also be used for outdoor advertising. Stadium “sponsors”
(companies that provide money for an event in exchange for advertising) can
have their “logos” (an image representing a company), marketing messages, and
contact information displayed on the JumboTron in front of all the people who
have come to see the game or hear the concert.
Sometimes individuals use the JumboTron to share special messages. For
example, some people have paid to have their “marriage proposal” (a request for
someone to marry oneself) written on the JumboTron for everyone to see. Then
the JumboTron might show a video in real time of the other person’s reaction. Of
course, people may only want to do this if they are sure the answer will be ‘yes’!
______________
Comprehension Questions Correct Answers: 1 – a; 2 – a
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English as a Second Language Podcast
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ESL Podcast 652 – Outdoor Advertising
COMPLETE TRANSCRIPT
Welcome to English as a Second Language Podcast number 652: Outdoor
Advertising.
This is English as a Second Language Podcast episode 652. I’m your host, Dr.
Jeff McQuillan, coming to you from the Center for Educational Development in
beautiful Los Angeles, California.
Our website is eslpod.com. Download this episode’s Learning Guide to help you
improve your English even faster.
This episode has a dialogue between Kam and Gina using business vocabulary
related to advertising. Let’s get started.
[start of dialogue]
Kam: Okay, the purpose of our meeting today is to listen to some ideas for our
new advertising campaign. Gina, take it away.
Gina: Thanks, Kam. I’m going to talk today about outdoor advertising. I know
that it’s a new area for us and it hasn’t been on our radar in the past, but I know
it’ll work well for our new campaign.
Kam: Can we talk specifics?
Gina: Sure. There are several types of outdoor advertising. One is the
billboard, both the traditional kind and the digital ones. Advertising on ones in
high-traffic areas will give us a lot of exposure. To get even more exposure all
over town, we can use mobile advertising.
Kam: You mean advertise on buses?
Gina: Yes, more and more, products are being advertised on buses and cars.
These wraps can also be put on the side of buildings and other structures. There
really are a lot of outdoor advertising options, from bench ads to skywriting.
Kam: That’s all very interesting, but which of these methods do you
recommend?
Gina: I think we should use all of them – blanket the city with our new ads.
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These materials are copyrighted by the Center for Educational Development (2011). Posting of
these materials on another website or distributing them in any way is prohibited.
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