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California Car License Plates to Flash Ads (23rd June)

Leaders in California are thinking about turning car license plates into mini adverts. California owes a lot of money. This is one idea it has to make cash to pay off its debts. San Francisco technology firm Smart Plate is developing the software for the advertising plate. Developers say when a car has stopped for more than four seconds, advertisements would flash up on the plate. Democratic state senator Curren Price said: "We're just trying to find creative ways of generating additional revenues.” California could be the first state to introduce this form of advertising.

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People really need to be careful before they go ahead with it. Having adverts on car license plates might be dangerous. Drivers could forget they are driving a car and that might cause accidents. There are already too many things on the road to confuse people. Perhaps the only benefits of these smart plates are if they remind motorists to drive slowly or keep a safe distance. It seems advertisers want to get into every area of our lives. This is a clever way of doing that but they must put people’s safety before profits.

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PHRASE MATCH

Match the following phrases from the article.

Paragraph 1

1.

turning car license plates

a.

additional revenues

2

California owes

b.

up on the plate

3.

pay off its

c.

a lot of money

4.

advertisements would flash

d.

of advertising

5.

ways of generating

e.

into mini adverts

6.

introduce this form

f.

debts

 

Paragraph 2

1.

People really need

a.

accidents

2

go ahead

b.

before profits

3.

that might cause

c.

with it

4.

things on the road to

d.

drive slowly

5.

remind motorists to

e.

to be careful

6.

put people’s safety

f.

confuse people


LISTENING GAP FILL

Leaders in California _______________________ car license plates into mini adverts. California owes a lot of money. This is one idea it has to _______________________ its debts. San Francisco technology firm Smart Plate is developing the software for the advertising plate. Developers say _______________________ for more than four seconds, advertisements would _______________________. Democratic state senator Curren Price said: "We're just trying to find creative _______________________ revenues.” California could be the first state _______________________ of advertising.

People _______________________ before they go ahead with it. Having adverts on car license plates might be dangerous. Drivers _______________________ driving a car and that might cause accidents. There are already _______________________ the road to confuse people. Perhaps the only benefits of these smart plates are if they remind motorists to _______________________ safe distance. It seems advertisers want to get into every area of our lives. _______________________ doing that but they must put people’s _______________________.


MULTIPLE CHOICE

Leaders in California are thinking about turning car license plates (1) ____ mini adverts. California (2) ____ a lot of money. This is one idea it has to make cash to pay off its debts. San Francisco technology firm Smart Plate is (3) ____ the software for the advertising plate. Developers say when a car has stopped for more than four seconds, advertisements would flash         (4) ____ on the plate. Democratic state senator Curren Price said: "We're just trying to find creative ways of generating additional revenues.” California could be the first state to introduce this (5) ____ of advertising.

People really need to be careful before they (6) ____ ahead with it. Having adverts on car license plates might be (7) ____. Drivers could forget they are driving a car and that might cause accidents. There are already too many things on the road to (8) ____ people. Perhaps the only benefits of these smart plates are if they remind motorists to drive slowly or keep a   (9) ____ distance. It seems advertisers want to get into every area of our lives. This is a clever way of doing that but they must put people’s safety  (10) ____ profits.

Put the correct words from this table into the article.

1.

(a)

onto

(b)

into

(c)

up to

2.

(a)

owes

(b)

goes

(c)

shows

3.

(a)

develops

(b)

development

(c)

developing

4.

(a)

in

(b)

up

(c)

down

5.

(a)

farm

(b)

form

(c)

firm

6.

(a)

go

(b)

come

(c)

stop

7.

(a)

danger

(b)

dangers

(c)

dangerous

8.

(a)

confuse

(b)

confusion

(c)

confused

9.

(a)

safety

(b)

safely

(c)

safe

10.

(a)

before

(b)

after

(c)

while


SPELLING

Spell the jumbled words (from the text) correctly.

Paragraph 1

1.

mini sdaervt.

2.

California sweo a lot

3.

pay off its tbdse

4.

developing the twefsora

5.

find creative wyas

6.

California could be the tifsr

 

Paragraph 2

7.

leylra need to be careful

8.

Drivers could rgoetf

9.

useac accidents

10.

osfcuen people

11.

drive oylwls

12.

a rvclee way of doing that


PUT THE TEXT BACK TOGETHER

Number these lines in the correct order.

(    )

things on the road to confuse people. Perhaps the only benefits of these smart plates are if they remind motorists to

(    )

drive slowly or keep a safe distance. It seems advertisers want to get into every area of

(    )

People really need to be careful before they go ahead with it. Having adverts on car license plates might be

(    )

trying to find creative ways of generating additional revenues.” California could be the first state to introduce this form of advertising.

(    )

firm Smart Plate is developing the software for the advertising plate. Developers say when a car has stopped for

1  )

Leaders in California are thinking about turning car license plates into mini adverts. California owes a lot of

(    )

money. This is one idea it has to make cash to pay off its debts. San Francisco technology

(    )

more than four seconds, advertisements would flash up on the plate. Democratic state senator Curren Price said: "We're just

(    )

our lives. This is a clever way of doing that but they must put people’s safety before profits.

(    )

dangerous. Drivers could forget they are driving a car and that might cause accidents. There are already too many


THE READING / TAPESCRIPT

With a partner, put the words back into the correct order.

1.

license     Turning     mini     plates     car     adverts     into.    

2.

lot     money     California     a     of     owes.    

3.

for     software     the     Developing     plate     advertising     the.    

4.

on     up     flash     would     Advertisements     plate     the.    

5.

first     form     introduce     state     of     this    The    advertising     to.    

6.

really     to     careful     People     need     be.    

7.

could     a     forget     car     they     are     Drivers     driving.    

8.

things     confuse     on     people     the     road     Many     to.    

9.

to     motorists     Remind     slowly     drive.    

10.

lives     our     of     area     every     into     Get.    


DISCUSSION (Write your own questions)

STUDENT A’s QUESTIONS (Do not show these to student B)

1.

________________________________________________________

2.

________________________________________________________

3.

________________________________________________________

4.

________________________________________________________

5.

________________________________________________________

6.

________________________________________________________

------------------------------------------------------------------------------

STUDENT B’s QUESTIONS (Do not show these to student A)

1.

________________________________________________________

2.

________________________________________________________

3.

________________________________________________________

4.

________________________________________________________

5.

________________________________________________________

6.

________________________________________________________


WRITING

Write about adverts for 10 minutes. Show your partner your paper. Correct each other’s work.

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


HOMEWORK

1. VOCABULARY EXTENSION: Choose several of the words from the text. Use a dictionary or Google’s search field (or another search engine) to build up more associations / collocations of each word.

2. ADVERTS: Search the Internet and find more information about adverts. Talk about what you discover with your partner(s) in the next lesson.

3. MAGAZINE ARTICLE: Write a magazine article about adverts on license plates. Include imaginary an interview with a road safety officer and an advertising executive. Read what you wrote to your classmates in the next lesson. Give each other feedback on your articles.

4. WHAT HAPPENED NEXT? Write a newspaper article about the next stage in this news story. Read what you wrote to your classmates in the next lesson. Give each other feedback on your articles.

5. LETTER: Write a letter to the California leader. Ask him/her three questions about these adverts. Give him/her three of your opinions on how safe or dangerous they are. Read what you wrote to your classmates in the next lesson. Your partner will answer the questions you asked.

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