Coca-Cola and its advertising

(A) John S. Pemberton invented Coca-Cola in 1886. His partner suggested 1 putting an advertisement for the drink in The Atlanta Journal that very year. In 1888, Asa Chandler bought the Coca-Cola business and decided 2… the product known through signs, calendars and clocks. The company began 3…its global network when Robert Woodcruff was elected president of the company in 1923. He succeeded in 4…Coca-Cola into a truly international product by 5…a foreign department, which exported Coca-Cola to the Olympic Games in Amsterdam in 1928. During World War Two, he promised 6… Coca-Cola to every soldier in every part of the world.

(B) Coca-Cola's advertising has always attempted 7…changing contemporary lifestyles. 8…an international advertising campaign requires the talents of professionals in many areas, and extensive testing and research are always done before 9… which advertisements will finally be used. Celebrity endorsements have featured heavily — Cary Grant, Ray Charles and Whitney Houston are just three of the big name stars who have agreed 10…in Coca-Cola commercials.

(С) After11…Diet Coke in 1982, the company saw its sales grow quickly.

The drink is now the third most popular in the world. In 1985, the company tried 12… the secret formula of Coca-Cola, but realized that Americans were very attached to the original recipe. The company listened to its consumers and quickly responded by 13…the original formula to the market as 'Coca-Cola Classic'. Today, people in more than 160countries around the globe enjoy 14…Coca-Cola. It is asked for more than 524 million times a day in more than 80 languages.

The company intends 15…its global presence even further in the twenty-first century, particularly in developing markets.

( Tullis G. New Insights into Business. - Longman, 2009.)

Ex 12. Project work: prepare the advertising slogan of any food.

Тема 3.2. Деловой ужин Business Dinner

Занятие 3.2.1. Eating Habits

Цели занятия:

Образовательная: приобретение студентами страноведческих и лингвострановедческих знаний, совершенствование культуры общения.

развивающая: развивать речевые способности вступать в иноязычное

общение

воспитательная: формирование понимания важности изучения иностранного языка и потребности пользоваться им как средством общения в условиях международного сотрудничества.

практическая: формирование межкультурной компетенции посредством развития умений и навыков устной и письменной речи, чтения, письма.

Задания:

1.Освоить лексику по теме «Eating Habits»: broccoli, watermelon, chicken, turkey, salmon, trout, peaches, cheese, butter, yoghurt, beef, peas, lamb, eggs, cabbage, cucumber, brussels sprouts, lettuce, prawns, mussels, veal, apricots, strawberries, eating habits, fussy eaters, on a diet, count calories, seeds, carton, junk food, a few, spicy, look smart, dishes, bread rolls, helpful staff, hot dishes, lower the prices, customers, low-calorie foods, vegetarian, comfortable seating.

2. Научить учащихся монологическому высказыванию типа повествование с опорой на текст.Общее понимание текста “ British Cuisine”

Прочитать текст, выбрать правильный вариант ответа на поставленные в соответствии с текстом вопросы.

3.Тренировать учащихся в чтении диалогов, общее понимание диалогов работа в парах: на основе представленных на карточках фраз составить диалог (время работы 2 - 3 мин.) по теме “ Junk food”

3. Научить учащихся работать в группах и принять участие в mini-project: “Opinion poll” по теме “Why do people eat so much junk food nowadays?”

4.Развивать способности логичного изложения мыслей на письме - написание эссе на темы «What is Junk food for you?”, “Have you ever tasted ethnic food?’”What is your favorite dish?’

5.Активизировать грамматический материал a/an/some/any; much/many; a few/a little.

Самостоятельная работа

ознакомиться с традиционными блюдами Великобритании и подготовить рецептыприготовления традиционных блюд русской кухни.

Занятие 3.2.2. Еда вне дома Eating out

Цели занятия:

Образовательная: приобретение студентами страноведческих и лингвострановедческих знаний, совершенствование культуры общения.

развивающая: развивать речевые способности вступать в иноязычное

общение

воспитательная: формирование понимания важности изучения иностранного языка и потребности пользоваться им как средством общения в условиях международного сотрудничества.

практическая: формирование межкультурной компетенции посредством развития умений и навыков устной и письменной речи, чтения, письма.

Задания:

1.Освоить лексику по теме «Еда вне дома»: broccoli, watermelon, chicken, turkey, salmon, trout, peaches, cheese, butter, yoghurt, beef, peas, lamb, eggs, cabbage, cucumber, brussels sprouts, lettuce, prawns, mussels, veal, apricots, strawberries, eating habits, fussy eaters, on a diet, count calories, seeds, carton, junk food, a few, spicy, look smart, dishes, bread rolls, helpful staff, hot dishes, lower the prices, customers, low-calorie foods, vegetarian, comfortable seating.

2.Тренировать учащихся в чтении диалогов, общее понимание диалогов

Активизировать лексику по теме «Еда вне дома», работа в парах: на основе представленных фраз и прочитанных диалогов, составить свои диалоги (время работы 2 - 3 мин.) по теме “В ресторане”

3. Научить учащихся работать в группах и принять участие в mini-project: “Opinion poll” по теме “What should a good fast-food restaurant have?”

4.Активизировать грамматический материал a/an/some/any; much/many; a few/a little.

Самостоятельная работа

Подготовить презентацию на тему” How to choose the restaurant”

Занятие 3.2.3.

Цели занятия:

Образовательная: приобретение студентами страноведческих и лингвострановедческих знаний, совершенствование культуры общения.

развивающая: развивать речевые способности вступать в иноязычное

общение

воспитательная: формирование понимания важности изучения иностранного языка и потребности пользоваться им как средством общения в условиях международного сотрудничества.

практическая: формирование межкультурной компетенции посредством развития умений и навыков устной и письменной речи, чтения, письма.

Задания:

1.Освоить лексику по теме «Eating Habits»: broccoli, watermelon, chicken, turkey, salmon, trout, peaches, cheese, butter, yoghurt, beef, peas, lamb, eggs, cabbage, cucumber, brussels sprouts, lettuce, prawns, mussels, veal, apricots, strawberries, eating habits, fussy eaters, on a diet, count calories, seeds, carton, junk food, a few, spicy, look smart, dishes, bread rolls, helpful staff, hot dishes, lower the prices, customers, low-calorie foods, vegetarian, comfortable seating.

2. Научить учащихся монологическому высказыванию типа повествование с опорой на текст.Общее понимание текста “ British Cuisine”

Прочитать текст, выбрать правильный вариант ответа на поставленные в соответствии с текстом вопросы.

3.Тренировать учащихся в чтении диалогов, общее понимание диалогов работа в парах: на основе представленных на карточках фраз составить диалог (время работы 2 - 3 мин.) по теме “ Junk food”

3. Научить учащихся работать в группах и принять участие в mini-project: “Opinion poll” по теме “Why do people eat so much junk food nowadays?”

4.Развивать способности логичного изложения мыслей на письме - написание эссе на темы «What is Junk food for you?”, “Have you ever tasted ethnic food?’”What is your favorite dish?’

5.Активизировать грамматический материал a/an/some/any; much/many; a few/a little.

Самостоятельная работа

ознакомиться с традиционными блюдами Великобритании и подготовить рецептыприготовления традиционных блюд русской кухни.

Дидактический материал к занятиям 3.2.1, 3.2.2, 3.2.3

Lesson 3.2.1. Eating Habits

Ex 1. Read the article and answer the following questions.

1. Do they have a wide and varied cuisine in Britain today?

2. What is it traditional British cuisine?

3.Did British cuisine learn quite a bit from the British colonies?

4. Roast beef is still the national culinary pride, isn’t it?

5. What product is still important to the English diet?

British Cuisine

Yes, we do have a wide and varied cuisine in Britain today, no more do we suffer under the image of grey boiled meat! After years of disparagement by various countries (especially the French) Britain now has an enviable culinary reputation. In fact some of the great chefs now come from Britain, I kid you not!

However Britain's culinary expertise is not new! In the past British cooking was amongst the best in the world. Mrs Beeton is still one of the renowned writers of cookery books, her creations have now gained international popularity, years after her death.

Traditional British cuisine is substantial, yet simple and wholesome. We have long believed in four meals a day. Our fare has been influenced by the traditions and tastes from different parts of the British empire: teas from Ceylon and chutney, kedgeree, and mulligatawny soup from India.

A brief history

British cuisine has always been multicultural, a pot pourri of eclectic styles. In ancient times influenced by the Romans and in medieval times the French. When the Frankish Normans invaded, they brought with them the spices of the east: cinnamon, saffron, mace, nutmeg, pepper, ginger. Sugar came to England at that time, and was considered a spice -- rare and expensive. Before the arrival of cane sugars, honey and fruit juices were the only sweeteners. The few Medieval cookery books that remain record dishes that use every spice in the larder, and chefs across Europe saw their task to be the almost alchemical transformation of raw ingredients into something entirely new (for centuries the English aristocracy ate French food) which they felt distinguished them from the peasants.

During Victorian times good old British stodge mixed with exotic spices from all over the Empire. And today despite being part of Europe we've kept up our links with the countries of the former British Empire, now united under the Commonwealth.

One of the benefits of having an empire is that we did learn quite a bit from the colonies. From East Asia (China) we adopted tea (and exported the habit to India), and from India we adopted curry-style spicing, we even developed a line of spicy sauces including ketchup, mint sauce, Worcestershire sauce and deviled sauce to indulge these tastes. Today it would be fair to say that curry has become a national dish.

Among English cakes and pastries, many are tied to the various religious holidays of the year. Hot Cross Buns are eaten on Good Friday, Simnel Cake is for Mothering Sunday, Plum Pudding for Christmas, and Twelfth Night Cake for Epiphany.

Unfortunately a great deal of damage was done to British cuisine during the two world wars. Britain is an island and supplies of many goods became short. The war effort used up goods and services and so less were left over for private people to consume. Ships importing food stuffs had to travel in convoys and so they could make fewer journeys. During the second world war food rationing began in January 1940 and was lifted only gradually after the war.

The British tradition of stews, pies and breads, according to the taste buds of the rest of the world, went into terminal decline. What was best in England was only that which showed the influence of France, and so English food let itself become a gastronomic joke and the French art of Nouvell Cuisine was adopted.

Today

In the late 1980's, British cuisine started to look for a new direction. Disenchanted with the overblown (and under-nourished) Nouvelle Cuisine, chefs began to look a little closer to home for inspiration. Calling on a rich (and largely ignored) tradition, and utilising many diverse and interesting ingredients, the basis was formed for what is now known as modern British food. Game has enjoyed a resurgence in popularity although it always had a central role in the British diet, which reflects both the abundant richness of the forests and streams and an old aristocratic prejudice against butchered meats.

In London especially, one can not only experiment with the best of British, but the best of the world as there are many distinct ethnic cuisines to sample, Chinese, Indian, Italian and Greek restaurants are amongst the most popular.

Although some traditional dishes such as roast beef and Yorkshire pudding, Cornish pasties, steak and kidney pie, bread and butter pudding, treacle tart, spotted dick or fish and chips, remain popular, there has been a significant shift in eating habits in Britain. Rice and pasta have accounted for the decrease in potato consumption and the consumption of meat has also fallen. Vegetable and salad oils have largely replaced the use of butter.

Roast beef is still the national culinary pride. It is called a "joint," and is served at midday on Sunday with roasted potatoes, Yorkshire pudding, two vegetables, a good strong horseradish, gravy, and mustard.

Today there is more emphasis on fine, fresh ingredients in the better restaurants and markets in the UK offer food items from all over the world. Salmon, Dover sole, exotic fruit, Norwegian prawns and New Zealand lamb are choice items. Wild fowl and game are other specialties on offer.

In fact fish is still important to the English diet, we are after all an island surrounded by some of the richest fishing areas of the world. Many species swim in the cold offshore waters: sole, haddock, hake, plaice, cod (the most popular choice for fish and chips), turbot, halibut, mullet and John Dory. Oily fishes also abound (mackerel, pilchards, and herring) as do crustaceans like lobster and oysters. Eel, also common, is cooked into a wonderful pie with lemon, parsley, and shallots, all topped with puff pastry.

Ex 2. Read the article and answer the following questions.

1. The great British breakfast is famous (or notorious) throughout the world! Is it a bit of a myth or reality?

2. What was like the typical English breakfast of the 19th century?

3. What does the great British breakfast consist of nowadays?

The Great British Breakfast!

"And then to breakfast, with what appetite you have." W.Shakespeare

The great British breakfast is famous (or notorious) throughout the world! Actually nowadays it is a bit of a myth, today many British people are more likely to have a bowl of cornflakes or a cup of coffee with a cigarette than to indulge in the wonders of this feast!

However that is not to say that the traditional breakfast is dead, far from it, it's just not often eaten every day of the week. Speaking as a true Brit I occassionally push the boat out and treat myself to the full monty (not to be confused with the film of the same name).

The typical English breakfast is a 19th century invention, when the majority of English people adopted the copious meal of porridge, fish, bacon and eggs, toast and marmalade, that has now appeared on English breakfast tables for 100 years.

The annual consumption in the United Kindgom is 450,000 tonnes of bacon, 5,000 tonnes of sausages and millions of eggs, so you can see the Great British Breakfast is very much alive and well. It has retained its popularity as one of the country's favourite meals, and survived a whole series of eating trends and food fads.

Mrs Beeton would have recommended a large list of foods for breakfast such as, bread, rolls, toast, toasted teacakes, Sally Lunns; eggs cooked in various ways; fish, baked halibut steaks, fried whiting, broiled fresh herrings, soused herrings, fishcakes, broiled kippers, 'Findon' haddock, sprats fried in butter, fish kedgeree, fried salmon, salmon pie, baked lobster, codfish pie, cod's steak, croquettes of cod's roe, herrings stuffed with fish. Fruit such as stewed figs, stewed prunes, and fresh fruits in season. Game and pheasant legs, brawn, devilled drumsticks, and meat dishes both hot and cold, such as collared tongue, kidneys on toast, sausages with fried bread, pig's cheek, Melton pork pie, ham, galantine, spiced brisket, pressed beef...

So what does the great British breakfast consist of nowadays?

Simpsons in the Strand, a well know (and expensive) restaurant, serves breakfast daily. Their full English breakfast consists of the following:-

The GREAT BRITISH BREAKFAST at £13.95 includes:- Toast with jam or marmalade, pastries, fresh orange juice, freshly brewed coffee, a choice of cereals, porridge, stewed fruit or half a grapefruit, The Simpson’s Cumberland sausage, scrambled egg, streaky and back bacon, black pudding, grilled mushrooms and tomato and a daily newspaper (not for consumption).

In addition to the GREAT BRITISH BREAKFAST, for serious breakfast eaters, Simpson's offers THE TEN DEADLY SINS - at £15.95 per person this includes: Toast with jam or marmalade, pastries, fresh orange juice, freshly brewed coffee Choice of cereals, porridge, stewed fruit or half a grapefruit The Simpson’s Cumberland sausage, fried egg, streaky and back bacon, black pudding, lamb’s kidneys, fried bread, liver, bubble & squeak, baked beans, grilled mushrooms and tomato.

Guests may also choose from an à la carte selection of classic breakfast dishes such as: Smoked Haddock Kedgeree; Poached Finan Haddock; Quail’s eggs with haddock; Smoked Salmon with Scrambled Eggs; Grilled sirloin steak with grilled mushrooms and tomato and welsh rarebit. There is also a selection of plain, cheese, bacon, herb, mushroom and smoked salmon omelettes.

Ex 3. Work in pairsandtalk about Junk Food using following phrases.

1. It is high in saturated fat.2.To limit the amount of junk food they eat. 3. lack of time and loss of tradition. 4. It is high in calories but lacking in nutrition. 5. Side effect of consuming highly fattening junk food. 6. Improve their eating habits.

Ex 4. Mini-project: "Poll"/mini-project: “Opinion poll”.

Students with higher language starting level (2, 3 persons) make interrogation in English among other students on a theme “Why do people eat so much junk food nowadays ?” Each student works with his/her micro-group. Then they calculate the results and make their speeches for (5 minutes). Cards specially prepared by the teacher with questions and phrases on following parametres are used: 1.Junk food diet 2.Junk food is not the best thing for your health 3.Improving your eating habits

Ex 5. Write a short paragraph describing «What is Junk food for you?”, “Have you ever tasted ethnic food?”What is your favorite dish?”

Independent work

Read the article about some of UK more interesting dishes and describe how to make a traditional Russian meal. Write your favorite recipe of Russian traditional dish.

Beefsteak, Oyster, and Kidney Pudding: Oysters may seem unlikely in this meat pudding, but their great abundance in the Victorian age and earlier eras inspired cooks to find ways to incorporate them creatively in many different recipes. This steamed pudding combines the meats with mushrooms, onions, tomatoes, and Worcestershire, then wraps the whole in a suet pastry.

Black Pudding: invented in Stornoway, Isle of Lewis black pudding is often served as part of a traditional full English breakfast.

Cock-a-Leekie: This Scottish specialty can be classified as a soup or a stew. It combines beef, chicken, leeks, and prunes to unusual and spectacular ends.

Crown Roast Lamb: The crown roast encircles a stuffing of apples, bread crumbs, onion, celery, and lemon.

Eccles Cake: Puff pastry stuffed with a spicy currant filling.

Hasty Pudding: A simple and quick (thus the name) steamed pudding of milk, flour, butter, eggs, and cinnamon.

Irish Stew: An Irish stew always has a common base of lamb, potatoes, and onion. It could contain any number of other ingredients, depending on the cook.

Likky Pie Leeks: pork, and cream baked in puff pastry.

Mincemeat: Beef suet is used to bind chopped nuts, apples, spices, brown sugar, and brandy into a filling for pies or pasties - not to be confused with minced meat!.

Mulligatawny Soup: What this soup is depends on who is cooking it. Originally a south Indian dish (the name means pepper water in tamil), it has been adopted and extensively adapted by the British. Mullitgatawny contains chicken or meat or vegetable stock mixed with yogurt or cheese or coconut milk and is seasoned with curry and various other spices. It is sometimes served with a separate bowl of rice.

Syllabub: In the seventeenth century, a milkmaid would send a stream of new, warm milk directly from a cow into a bowl of spiced cider or ale. A light curd would form on top with a lovely whey underneath. This, according to Elizabeth David, was the original syllabub. Today's syllabub is more solid (its origins can also be traced to the seventeenth century, albeit to the upper classes) and mixes sherry and/or brandy, sugar, lemon, nutmeg, and double cream into a custard-like dessert or an eggnog-like beverage, depending upon the cook.

Trifle: Layers of alcohol-soaked sponge cake alternate with fruit, custard and whipped cream, some people add jelly, but that's for kids.

Welsh Faggots: Pig's liver is made into meatballs with onion, beef suet, bread crumbs, and sometimes a chopped apple. Faggots used to be made to use up the odd parts of a pig after it had been slaughtered.

Welsh Rabbit (or Rarebit): Cheese is grated and melted with milk or ale. Pepper, salt, butter, and mustard are then added. The mix is spread over toast and baked until "the cheese bubbles and becomes brown in appetizing-looking splashes" (Jane Grigson in English Food, London: Penguin, 1977).

Westmoreland Pepper Cake: Fruitcake that gets a distinctive kick from lots of black pepper. Other ingredients include honey, cloves, ginger, and walnuts.

 

Lesson 3.2.2. Eating out

Ex 1. Read the following dialogue between a customer and a waiter and try to fill in the missing words. Then, listen to the tape and see if your answers were correct.

W: Good evening, sir. Are you ready to 1) ………….?

C: Yes, thank you.

W: What would you like for 2) …………., sir?

C: Mmm, let me see….. Yes, I’ll have the crab soup for starters.

W: The crab soup is an excellent 3) ………., sir! And what about the

4) ………… …………….?

C: I think 5) ………. ………… ……….. the steak with chips ….

No, make that the steak with steamed vegetables.

W: Very well. How would you like your steak, sir?

6) ……………………., medium rare or well done?

C: Medium- rare, please.

W: Would you like anything to drink?

C: Yes, I will have a glass of 7) …………..water, please.

W: Would you care for 8) ……………afterwards, sir?

C: What have you got?

W: Apple pie and ice-cream, sir/

C: No, I think, I’ll 9) ……………, then/

W: Thank you very much, sir.

Ex 2. Read the dialogues with the phrases from the list below.

Dialogue № 1