C2 Final Reading Use Your English Test
C2 Final Reading Use Your English Test
Name: __________________________________
Date: ___________________
Reading
A Read the article about the history of plastic bags and their effects on the environment.
take a bag with you, you have to buy a thin plastic bag for 5p, or a
‘bag for life’, which is a thicker, more durable plastic bag, for 10p or
15p. This dramatically reduced the use of plastic bags by up to 85 per
cent in the UK in its first year.
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After Japanese planes attacked Pearl Harbor, on December 7, 1941, ‘The industry was, as you might imagine, super happy,’ says Stole.
the United States entered World War II and quickly launched a ‘Here you have a period when you have very little to sell; you're
federal rationing programme to support its troops. Government- worrying about your brand name, but you're also trying to appear
enforced rationing meant that Americans could buy only limited patriotic at a time when the public might look at anything you did as
supplies of common products like shoes, cars, and certain processed self-promoting. So the Advertising Council managed to orchestrate
foods. all these campaigns that the government wanted.’
1 3
But that didn't stop major companies from advertising their wares. On Another reason companies participated was to improve their public
the contrary, firms like Bell Telephone System and General Motors image after the Great Depression.
published newspaper and magazine ads for many wartime products
and services that Americans couldn't buy or use. ‘During the 1930s, business was viewed in a very bad light,’ says
Lawrence Glickman, a history professor at Cornell University. ‘And
2 during WWII, business took this opportunity to once again be seen as
the patriotic engine of the American economy, rather than the greedy
The ads also portrayed the companies’ involvement in the war effort
capitalists who caused the Great Depression, which is how they were
as a patriotic – rather than a profit-driven – act.
often viewed during that time.’
This period of marketing, which began just two months after the
Selling a Postwar Dream
US entered WWII, was part of an unprecedented collaboration
Yet another reason companies ran ads for goods and services that the
between advertisers and the US government.
public couldn't buy or use, was to be well positioned at war’s end,
Finding Common Cause when an Allied victory was expected to usher in a new era of
prosperity.
‘The tire crisis is still acute, of course, and you must conserve the
tires you have’, read a General Tire advertisement in May 1944. 4
In 1944, Minneapolis Honeywell Temperature Controls hoped
The ad featured a US military officer leaning on a white picket fence,
National Geographic readers would buy a booklet called Heating and
gazing longingly at a young woman (who is presumably waiting for
Air Conditioning the Postwar Home, which explained, ‘how your
him on the home front). The ad didn't encourage readers to buy the
present heating system, after the war, can furnish a uniform and
company's tires, but it did advise them to ‘BUY MORE WAR
continuous supply of heat’.
BONDS’.
5
‘WWII involved a mobilisation and cooperation between government
and major corporations on an unprecedented level,’ says Daniel As for a Bell Telephone ad that said the company had temporarily
Horowitz, an emeritus professor of American studies at Smith stopped making telephones for civilian use, Glickman says, ‘Why
College. It also promoted the, ‘sense, widespread in the population, would a phone company advertise themselves when they weren't able
that this was a good war; that sacrifice was important; that we were to put phones in individual homes? Well, they're doing it because
all in this together’. they want Americans to think well of them and because they're
anticipating a time when people will rely on big businesses again.
Companies wanted the war to be seen not just as a victory for the
United States and freedom, but also for free enterprise’.
Adapted from: http://news.nationalgeographic.com/news/2014/12/141207-world-war-
advertising-consumption-anniversary-people-photography-culture/
A Participation in the War Advertising Council was voluntary, and companies didn't receive direct compensation
for it. But many joined up when they saw what a good deal it was. Corporations could deduct portions of their
ad costs from their taxable incomes, for instance, which meant that the government might pay up to 80 per cent
of companies’ advertising bills; regardless of whether they had anything to sell.
B Not only were the Filmo cameras extremely expensive, but they were unavailable to the general public and would remain so until
the end of the war in 1945.
C For many Americans, it was hard to imagine a thriving postwar economy after a decade-long depression and several years of
obligatory wartime rationing. This gave companies even more reason to assure consumers that a booming postwar economy was
just over the horizon.
D Why advertise something you couldn't sell? According to Inger Stole, a communications professor at the University of Illinois at
Urbana-Champaign, companies advertised these products to, ‘keep their brand names in the public consciousness. They knew
that once the war was over, it was very, very important that the public shouldn’t forget the brand names’.
E The booklet promised to teach readers—after they'd cashed in their war bonds to buy Minneapolis Honeywell's
product, of course—how to maintain their, ‘bedrooms at 20 °C, living rooms at 22 °C, built-in garage at 10 °C,’ and
so on.
F What it also meant was that some products, like Filmo cameras and projectors, were completely removed from
the civilian economy.
Adapted from http://news.nationalgeographic.com/news/2014/12/141207-world-war-advertising-consumption-anniversary-people-photography-culture/
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