ADVERTISING IN MAD MEN

1. put the words into the gaps in the sentences.

1. I just don’t know what we have to do to make these government __________ happy. They tell us to make a safer cigarette, we do it, and then suddenly that’s not good enough.

2. - You know, this morning. I got a call from my __________ at Brown & Williamson, and they’re getting __________ by the federal government because of the __________ _____ they made.

3. - Yeah, we’re aware of that, Mr. Garner, but you have to realize that through the _____ of the mass media, the public is __________ the __________ that your cigarettes are linked to certain __________diseases.

4. - My granddad smoked ‘em. He died at 95 years old. He was hit by a truck. 5. - But our __________ __________ __________. We’re no longer allowed to advertise

that Lucky Strikes are safe. 6. - What the hell are we gonna do? We’ve already funded our own tobacco research center

to __________ this whole rumour to __________. 7. - And that’s a very good start. But it may not __________ sales. 8. I might have a solution. At Sterling Cooper, we’ve been pioneering the __________ field

of research, and our analysis shows that the health risks associated with your product is not the end of the world.

9. Actually, it’s a fairly well-established psychological principle that society has a death wish, and if we could just __________ __________that, the market potential …

10. What the hell are you talking about? Are you __________? 11. They’ve let you know that any ad that __________ __________the concept of cigarettes

and health together well, it’s just gonna make people think of cancer. 12. Not exactly. This is the greatest advertising __________ since the invention of cereal. 13. - __________ on you. We breed insect-repellent tobacco seeds, plant them in the North

Carolina sunshine, grow it, cut it, cure it, toast it. 14. No. Everybody else’s tobacco is __________. Lucky Strike is toasted. 15. It’s a __________ on the side of the road that screams with __________ that whatever

you’re doing it’s okay... 16. For the record I __________ it out of __________ __________ 17. We've heard you __________ the __________ 18. Well it seems you're all going to __________ into a mid-level __________ so I'll be on

my way... 19. I just wanted to thank you for a great first day and for, you know, __________

__________ for me, with Mr Campbell

2. Match the phrase to the speaker

Don Draper (the Creative Director and a founding partner at Sterling Cooper Draper Pryce Advertising Agency in Manhattan, NY.

Pete Campbell (Head of Accounts)

Lee Garner, Jr. (Junior) (son of Lee Garner, Sr., owner of Lucky Strike)

Lee Garner, Sr. (Senior) (owner of Lucky Strike)

Roger Serling (a founding partner at Sterling Cooper Draper Pryce Advertising Agency in Manhattan, NY).

1. They tell us to make a safer cigarette, we do it, and then suddenly that’s not good enough.

2. But our hands are tied. 3. You still have to get where you’re going. 4. Manipulation of the media? Hell, that’s what I pay you for. 5. I don’t know. 6. What the hell are we gonna do? 7. But it may not affect sales. 8. What the hell are you talking about? Are you insane? 9. I might have a solution. 10. This is the greatest advertising opportunity since the invention of cereal. 11. You still have to get where you’re going. 12. Advertising is based on one thing: happiness. 13. Yes, and we’re grateful to them. 14. If you can’t make those health claims, neither can your competitors.

15. Shame on you. 16. That’s very interesting. 17. Well, gentlemen, I don’t think I have to tell you what you just witnessed here. 18. I get it. 19. That’s your slogan? 20. I’m not selling rifles here. 21. Let’s get out of here. 22. We can say anything we want. 23. I think you do. 24. It’s freedom from fear.

3. Find adjectives to describe each one of these men. Compare Don Draper to Pete Campbell. 4. How would you describe the 3 main female characters in this first episode?

4 Match the parts of word combinations.

1 stand A media 2 health B the world

3 psychological C the day 4 field of D diseases 5 mass E up for something/someone 6 put F sales 7 market G up the concept

8 fatal H claims 9 the end of I research

10 affect J to rest

11 bring K principle 12 save L potential

5 Answer the Questions

1. At what stage of the agency/client relationship are we? 2. What problem did Lucky Strike have? 3. What health problems were connected with cigarettes? Did businesspeople agree

that cigarettes were dangerous?

4. How did agencies advertise cigarettes? Why was it difficult to create such an advertisement? Why had some tobacco companies been sued by the government?

5. What was Don’s first solution to the problem? 6. What alternative advertising strategy was proposed? What psychological research

was the new strategy based on? Do you agree with the results of the research study? Does society really have a "death wish"?

7. Did clients from Lucky Strike agree to use the new idea and the new slogan? If not what argument did they give not to accept the strategy?

8. What was Don’s new idea? Could Lucky Strike make any heath claims or talk about health in their advertisements?

9. Why was it important to know how cigarettes were produced? How did Don use that information?

10. What new slogan and approach to advertising did Don propose? Why was it innovative? How could Lucky Strike be different from their competitors?

11. What other product used similar advertising strategy that could help differentiate identical products made by different firms?

12. Did clients from Lucky Strike like Don’s idea? How would you -as Lucky Strike executives- have reacted to the way the presentation was conducted and its -rather unexpected- outcome?

13. On a different note, what do you think of the way women were treated at the time? What has changed since? What persists to this day?

14. What about other stereotypes? How are they highlighted in the episode? 15. Compare the civil rights we take for granted today in our western societies and

those enjoyed (or not enjoyed) by previous generations. 16. Can you think of countries whose citizens are still lacking these civil rights? Do you

think they are likely to undergo the same evolution? What hurdles might stand in their way?