Unlocking Word Meanings
Read the following words/expressions found in today’s article.
1. plaster (v.) – to cover or overspread a surface, usually with posters or signs
Read the following words/expressions found in today’s article.
1. plaster (v.) – to cover or overspread a surface, usually with posters or signs
Example:
I cannot see the real color of the wall, because it is plastered with posters.
2. insignia (n.) – a unique mark or
symbol that represents something
Example: The
baseball fans wore shirts with their favorite team’s insignia.
3. utensil (n.) – refers to a tool that is
used for a specific purpose (especially around the house)
Example: Preparing
kitchen utensils is important before one starts cooking.
4. get on the bandwagon (idiom) –
to join or support something because it is popular
Example: iPod’s
popularity led other companies to get on the bandwagon and create a
similar product.
5. invasion (n.) – the act of entering
someone else’s territory
Example: Western countries are experiencing the invasion of Asian pop music.
Article
Read the text below.
Hoping to
attract a wider range of customers, airline company EVA Airlines has launched
a new set of “Hello Kitty-themed jets.”
The company
received license to use the famous character’s image on their Airbus
300-330s. The jets are plastered with the Hello Kitty insignia from
the outside to the inside. They also feature Hello Kitty-decorated cabins,
flight attendants in Hello Kitty fashion, and Hello Kitty pillows. As if
those were not enough, the passengers get served meals shaped like Hello
Kitty. Even the utensils have Hello Kitty designs.
By getting
on the Hello Kitty bandwagon, the company hopes to attract clients such
as families and children, other than the usual businessmen.
Additionally,
brand expert Derrick Daye of consulting firm The Blake Project says EVA
Airlines is not taking any big risks by associating itself with Hello Kitty
because the brand is already very well-known.
Ever since
Hello Kitty was introduced by Sanrio Co. in 1974, the growth of the brand has
been unstoppable. Because Sanrio has allowed licenses of Hello Kitty on almost every product one can think of, the brand has become very successful.
Clearly, with
the character’s cuteness being good for business, the Hello Kitty invasion
is far from ending yet. As proof of this, one can just look for the cartoon
cat with a red bow up in the skies.
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Viewpoint Discussion
Enjoy a discussion with your tutor. .
Discussion A
Enjoy a discussion with your tutor. .
Discussion A
● Would you want to ride on a “Hello
Kitty-themed” airplane?
● Why do you think many people like
Hello Kitty?
Discussion B
● Do you think using popular characters
like Hello Kitty in products is a good marketing strategy? Please explain your
answer.
● If you were to use to a popular character for
marketing, which would you choose? Why?