Page 22 - Вишневская Виктория Юрьевна ©

ВИШНЕВСКАЯ ВИКТОРИЯ ЮРЬЕВНА ©

to brush up interview skills
to research common interview questions
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 37. Translate the sentences into Russian and explain the usage of
the future/present forms.
1. For instance, Stella’s diligent nephew calls his godmother back once in a blue
moon, as he needs to earn enough to support his family now.
2. Notably, Terrence’s persuasive fiancée will run this by her boss next month.
3. For instance, Simon’s persistent neighbor will always be in demand as a
specialist, as IT-specialists have always been in demand on the labour market.
4. Don’t sweat it! I will give him some advice on how to search for a job on the
furlough.
5. Let’s take a rain check, Ashton! I am having dinner with my industrious
colleague, as we had better not put off sending our cover letters every day.
Exercise 38. Answer the questions.
 Do you love working from home or in the office? Is there a balance of
both that you like best?

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