SECTION I.

THE ASSESSMENT OF COMMUNICATIVE COMPETENCE (30 points)

Read the text and do the tasks below the text.
1

10

15

20

25

Using Films, Television and Celebrities for Advertising

The connection between films, TV, celebrities and selling things is becoming more
important these days. Now manufacturers are keen to get their products seen on films and TV
so much that they are ready to pay the film or TV company to use their product. Any product
in a film or TV will be seen by millions and this is what companies need.
Films often show a particular lifestyle so this is especially good if companies are
trying to sell luxury goods, such as expensive watches or phones. TV, on the other hand,
represents our lives a bit more closely. This might be a domestic soap opera, which is good
for selling things such as coffee, or a TV series popular with teenagers, which is a good
opportunity for selling fashionable clothes for the young. Studies report that there has been a
rise of nearly 800% in the sales of some products.
Most companies now recognize the importance of celebrities in advertisements.
Celebrities are attractive to companies because they get photographed so much and there are
many articles about them in the magazines. So, the advantage of a celebrity using a product
is that the companies get more advertising just because the celebrity is always in the public
eye. Moreover, people have a peculiar attitude to celebrity. It is almost as if they can imagine
being like these celebrities. There is no doubt that if a celebrity uses a product, then people
are willing to pay extra for that product.
Yet, it is a mistake to think that celebrities can choose which products they want to
advertise. The companies look very carefully at who they think portrays the right image for
the product. If, for example, a perfume is very stylish, then the company must choose a
celebrity who is seen as being very stylish. It is essential to match the product to the right
celebrity.
Research into celebrity advertising shows that sports stars and actors are the best for
selling products. Often they have quite a long career and they can advertise successfully
because their fans admire them.

No
Item
Score
Answer
the
following
questions
according
to
the
text.
(Total:
6
points)
1.
2
2
a) According to the text, why are manufactures ready to pay the film or TV company to 1
1
use their products?
0
0
A
A

2.

3.

b) According to the text, how can TV series that are popular with the youth be used by 2
advertisers?
1
0
A

2
1
0
A

c) According to the author of the text, what happens to the sales of some products after 2
being advertised on TV?
1
0
A

2
1
0
A

2
0
A

2
0
A

2
0
A

2
0
A

3
1
0
A

3
1
0
A

3
1
0
A

3
1
0
A

4
2
0
A
2
1
0
A

4
2
0
A
2
1
0
A

Circle the correct answer according to the text. (Total: 4 points)

a) According to the text, what do most companies now recognize?
a. the importance of the people who buy their products.
b. the magazine articles about companies products.
c. the key role of the celebrities in advertisements.
d. the connection between films and people.
b) The word willing in line 17 is closest in meaning to
a. intentional.
b. ready.
c. favourable.
d. reliable.
Based on the text, write if the sentences are True or False. Justify your choice. (Total:
6 points)
a) Celebrities choose which products they want to advertise. _____
because

b) Extremely famous sportspeople and actors are the best for selling things. _____
because

4.

Find in the text the synonyms for the words given below. (Total: 4 points)
a) to attempt - ______________________

b) increase - ______________________
5.

Give another title to the text. (Total: 2 points)

____________________________________________________________________________
____________________________________________________________________________

6.

Explain the message of the text in 35-40 words. (Total: 8 points)

____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

6
4
2
0
A

6
4
2
0
A

2
1
0
A

2
1
0
A

____________________________________________________________________________
____________________________________________________________________________

SECTION II. THE ASSESSMENT OF LINGUISTIC COMPETENCE (20 points)

Fill in the gaps with the correct form of the word or with the correct form of the verb in
brackets.
No
Item
Score
20 20
1John Clouse had the thickest passport in the world. Turn to (the/a/-) __________
10 page 16 of the 1996 Guinness Book of World Records and you will find the reason. He 18 18
16 16
14 14
held the record for travelling to all 192 of the (globes independent countries/ globe
12 12
independent countries/ globe independently countries)
10 10
8
8
______________________________________. And what is more, he held the record
6
6
(at/for/in) __________ 15 years. Clouse always travelled light. His (luggages were/
4
4
2
luggages were/ luggage was) ____________________________ always small and he 2
0
0
seldom went first class. His collection of National Geographic magazines was his
A
A
source of research. When he was young, he stopped (to take) ___________________
photos and he started keeping a journal of his travels.
Clouse concluded that the right attitude was synonymous with the lightness of his
suitcase. Travel without a lot of mental luggage, he said. Try (to not think/not to
think/dont to think) __________________________________that a place will be
dirty or hostile. And if it (to be) _____________ so, make the best of it!
Clouse, who (to spend) _____________ about $1.25 million travelling, said that he
travelled for the love of it. Clouse (could have wasted/could waste/could wasted)
__________________________________ his money on luxury things but he chose to
enjoy his life and learn through travelling. When he (to die) ________________ in
2008, he was poor.