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ВИШНЕВСКАЯ ВИКТОРИЯ ЮРЬЕВНА ©

 Before the Pregnancy Discrimination Act in 1978,
American women could get fired from a job for being pregnant.
Exercise 36. Read and discuss an article.
The sweetest advertising slogan of all time: 'Melts in your mouth, not in
your hands.'
M&M’s were introduced commercially in 1941 sometime during the Spanish
Civil War. Forrest Mars, also responsible for the creation of the Milky Way,
got the idea after watching soldiers eating chocolates coated with a hard candy
shell that could easily be transported without causing a sticky chocolatey mess.
Anyway, long story longer, Mars created his own take on the pellet-sized
candy-coated chocolate, dubbed them M&Ms and then sold the suckers
exclusively to the United States military during World War II.
But, like all good brands, M&M’s needed a tagline to appeal to the masses
commercially… and so it created one out of the need it was solving for the
military. Melt’s in your mouth, not in your hands. Even though M&M’s tagline
was created decades ago, it is still incredibly well received. Back in 2014, there
was a study done at Texas Tech where researchers asked 595 people to name
their favorite taglines from a list of 150. The ones that were most liked ranged
from… California Milk Processing Board’s “Got Milk?”, Subway’s “Eat
Fresh”, Taco Bell’s “Think outside the bun” and… M&M’s “Melts in your
mouth, not in your hands”. It’s a bit of an anomaly. While most slogans fall
between 2-5 words, M&M’s clocks in at a gargantuan 8. Yet, despite this, it’s
massively effective for a handful of reasons…For one, it’s ridiculously catchy.
For two, it tells the consumer exactly what the product does. And, three, it
works like a mini ad that advertises it’s unique strength…
Exercise 40. Watch the video 1.4 and answer the questions.
https://www.youtube.com/watch?v=5mrTo7c3bCM
- I think my one skill is that I’ll outwork (буду работать лучше других)
anybody. You know, like, I’ll work harder especially (особенно) at that
age, right, where you know certainly (точно) starting out (начинаешь
карьеру). Like (типа), Ben and I were going to auditions
(прослушивание) where kids would be there with their parents. Like
(типа) their mom was making them go because their mom had some
unrealized (нереализованные) fantasy about doing it and was trying to
live it through (прожить через) the kid. Right, like, I’m gonna beat
(выиграю у/побью) that guy, I want it way more (намного больше) than
him, right. So, you start to..you know.. and then as you get more
experience auditioning, you get better at (лучше получается) it and you
start really to get feedback (отзыв/ответ) from, you know. So, you while
it’s a total feast (пир) or famine (голод) business like you…like (типа)…

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