Listen to someone talking about the video. 1 Why was it so successful? 2 How is it different from a conventional advert? The speaker uses these words. What does he say? b 46 3xk2y8 c planned hype fizzes lethal firework display geyser publicity eruption videos globally user-generated Imagine you are telling someone about the clip. Describe what happens and why it went ‘viral’. Use the words in 19c. Look at the quote. How do you think it applies to the viral video you heard about? Media task. The internet and social media have paved the way for new advertising trends. Do you know what all these advertising methods are? 1 viral ads 3 online video game advertising 2 search engine marketing 4 multi-sensory marketing Work in pairs. Go online and find an example for each category. Compare your results with another pair. Can you agree on a favourite ad? In your group of four, present your favourite ad in class. Give reasons why you think the ad works so well. Selling a product The photo shows the AirPod 2.0, an air-powered car. 1 How do you think it works? 2 What other kinds of ‘eco-car’ are possible? What do you know about them? Read the article. Check your answers from 21a. d “The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had.” (Eric Schmidt, CEO of Google) e Speaking 20 a b c Reading 21 a b Will air-powered cars ever become a reality? In 2008, when the Indian company Tata Motors announced plans to commercialize a state-of-the-art vehicle that would be fueled by air, many optimists believed that a revolution was underway in the transport sector. However, this promising and carbon-free technology has yet to become mainstream. So, what happened, and is there still any hope to turn this technological dream into a reality? The origins of the compressed-air car date back to 1996, when a French engineer named Guy Negre first proposed this idea. His firm Motor Development International (MDI) designed and manufactured a prototype of a car entirely fueled by air. The vehicle had the appearance of a futuristic golf cart, and its motor was meant to be fueled by air stored in tanks under pressure and then released, producing energy. Mostly adapted for an urban environment, the speed of this vehicle - initially baptized “One CATs” – could reach up to 50 km/h and had a range of 200 km, and its price was set to ¤3500. Among its main advantages were the near-zero fuel cost (as 100 km could be traveled for only ¤1.5), low emissions, and a fast-charging process. Compared to electric cars, air-powered cars cost a fraction of the price to buy, they don’t need expensive batteries to be replaced every five years or so and crucially they take only a fraction of the time to recharge. Language skills Extras Explore 10 From design to brands 139 Nur zu Prüfzwecken – Eigentum des Verlags öbv
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