Houses Turn into Billboards for Publicity

April 15, 2011

Unlocking Word Meanings
Read the following words/expressions found in today’s article.

1. publicity (n.) [puh-blis-i-tee] – a way of spreading information by attracting people’s attention
Example: The politician launched a publicity to promote his campaign.

2. mortgage (n.) [mawr-gij] – money borrowed from a lender and used to buy a property, usually a house
Example: The bank took my house because I could not pay the mortgage.
3. subsidize (v.) [suhb-si-dahyz]  – to financially support a company by using money from other sources
Example: The company subsidized the housing of its employees.

4. lease (v.) [lees] – to rent out something (usually a house or a property)
Example: She leased her apartment for three months.

Read the text below.

An advertising company plans to make billboards by painting selected houses with its logo and social network icons in exchange for mortgage payments for at least three months to a year.

A thousand applications flooded California-based Adzookie on Tuesday, hours after the announcement was posted, revealing how much of US homeowners struggle to pay mortgages.

Adzookie CEO Romeo Mendoza hopes this program will help promote his company which has only been operating for sixteen months. Mendoza uses his own money to subsidize profits earned from mobile ad space sold to businesses for $1 a day. In the future, he plans to increase his capital and expand his eight-man company.

Houses selected for the publicity will be painted back to its original color at the end of the contract. However, houses that are leased or those situated in cities prohibiting bright-colored houses cannot apply for the project.

The house painting is expected to begin next week.

Viewpoint Discussion
Enjoy a discussion with your tutor. 

Discussion A

·         Can you give an example of a creative advertising strategy?
·         If you own your own business, how are you going to promote it creatively?

Discussion B

·         What do you think are the effects of too much advertisement in public?
·         Where do you usually see billboards and advertisements? Do you think these places are appropriate?

April 15, 2011