Christmas comes only once a year. And there is a lot of pressure on people to buy gifts. Everywhere you look, there are posters and advertisements in the media encouraging you to buy a present for someone. The job of the people who write these advertisements is to persuade consumers to spend their money. They do this by giving just enough information for buyers to become interested, visit the shops to find out more and then buy the product. These writers are called copywriters. Look at the advertisements below and see if you can spot the features of good copy. Look out for simple, direct language. Try and spot what words help to 'sell' the product. Advertisements Fantastic MP3 Player: This latest gadget helps you listen to music anywhere, anytime. It is light and portable. The huge storage capacity means you need never be without your favourite tunes. On the beach, the bus, the MTR or simply walking around Hong Kong, the Fantastic MP3 player is what you need. Treat yourself this Christmas. Buy one today! Marvellous Mobile Phone: Bored with your mobile phone? Is your current phone hopelessly out of date? Do all your friends laugh at you when you make a call? Act today. Don't delay. Buy the all-new Marvellous Mobile Phone and you can also take digital photographs and listen to local radio stations. How can you do without this indispensable device? An ideal gift. Fragrant Perfume: In a busy, crowded city like Hong Kong, especially at Christmas, perspiration can be a problem. It is very embarrassing to meet a friend when your body odour smells like old fish! Just two sprays of Fragrant Perfume will leave you smelling like a beautiful flower on a summer's day. Do yourself and everyone else a favour and spray away; today! Lovely Laptop: Cool people are mobile. They can check their e-mails using wireless technology all around Hong Kong and browse the internet for entertainment and information. You really do not want to miss out this Christmas. Desktop computers are so last year! Affordable, manageable and portable, Lovely Laptops are the way to go. Go and get one. Delightful Digital: Have you ever been on holiday and run out of film? Isn't it annoying just when you frame the perfect shot, the camera rewinds and the moment is gone? This need never happen again. With Delightful Digital, every moment is a photo moment. You will not regret buying a Delightful Digital. Capture those magic Christmas moments. You'll wonder what you ever did without one! Glossary consumer (n) - someone who buys things media (n) - means of communication such as television, radio and newspapers gadget (n) - small, mechanical device portable (adj) - easy to carry around indispensable (adj) - something you really need odour (n) - smell perspiration (n) - sweat Comprehension 1. What is the job title of people who write the advertisements? 2. What is the feature of the MP3 player that means you never need be without your favourite tunes? 3. What is a problem in a crowded city like Hong Kong? 4. What device enables consumers to listen to local radio stations? 5. What need never happen again? 6. What will Fragrant Perfume leave you smelling like? 7. What will you not regret? Writing style One of the ways copywriters get your attention is by using short, snappy phrases. Try to match the pairs of phrases below to make an advertising slogan that makes sense. 8. Smell nicer 9. Listen to music 10. Stay cleaner 11. Be entertained 12. Stay warm (a) Rush out and buy an MP3 (b) Wear a woollen coat (c) With a flat-screen TV (d) Use our new aftershave (e) Wash with lovely liquid soap Can you write some advertising phrases of your own? Have a go! Christmas Crossword Christmas is not just about presents. There are lots of things people associate with the season of goodwill. Read the clues below and choose the correct answer from the list provided and write it in the crossword. List: turkey, decorations, tree, Santa, cards, crackers, party 1. People get together and have fun at one of these 2. You can send these in the post to friends or relatives 3. Hang these up to make the place bright and festive 4. Two people pull these and find a gift or joke inside 5. Traditional meat eaten on Christmas day 6. Put the presents under the branches of this 7. Large man in a red suit with a white beard Answers: 1. copywriters; 2. huge storage capacity; 3. perspiration; 4. Marvellous Mobile Phone; 5. run out of film; 6. a beautiful flower on a summer's day; 7. buying a Delightful Digital; 8. d; 9. a; 10. e; 11. c; 12. b Crossword: 1. party 2. cards 3. decorations 4. crackers 5. turkey 6. tree 7. Santa