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