Unit 7

Advertising and Consumers

PAGE 74. EXERCISE A. FRAME YOUR IDEAS. Read four examples of shopping behavior and rate them.
Number the mistakes in order of seriousness, from 1 to 4, with 4 being the most serious.

 When I’m feeling blue, it cheers me up to go shopping and splurge on a few luxury
items: 4
 I may have gone a little overboard this time. But I just can’t pass up a good sale, even if I
don’t need anything at the moment: 2
 Everyone’s buying it, so it must be terrific I guess I’ll buy it, too: 1
 When I see a famous person I respect endorsing a product, then I know it’s good: 3

PAGE 75. EXERCISE D. UNDERSTAND AND EXPRESSIONS. Write an expression from spotlight with a
similar meaning to each sentence below.

1. I’m going to suggest something to you: Tell you what

2. You won’t owe me anything: we’ll call it even
3. These two things are completely different: you are comparing apples and oranges
4. There is more than one opinion about that: that’s debatable
5. I regret something I did: I could kick myself
6. There’s only one correct opinion about that: there are not two ways about it
7. Don’t believe what they say: don’t fall for that
8. You are hoping that it’s true, but it isn’t: that’s just wishful thinking
9. It’s my turn to do something nice for you: I owe you one

PAGE 75. EXERCISE E. THINK AND EXPLAIN. With a partner, answer each question. Support your
answers with specific information from the spotlight.

1. What is it about the ad that makes Aldo want to kick himself?

The course was half off until yesterday.
2. What does Sofia think of the Miracle Method?
Sofia doesn’t think it works. She said that any new language takes plenty of study and practice.
3. What do you think Aldo hates about traditional courses? Explain why?
He hates being forced to learn grammar.

PAGE 78. EXERCISE B. UNDERTANDING MEANING FROM THE CONTEXT. Match the expressions with
their meaning.

1. It blows me away. c
2. It gets on my nerves. b
3. It cracks me up. d
4. It chokes me up. a

a. It makes me feel like crying.

b. It annoys me.
 c. It amazes me.
d. It makes me want to laugh.

PAGE 79. EXERCISE D. GRAMMAR PRACTICE. Complete the conversations with passive gerunds or
infinitives.

1. A: I think people enjoy (informed) being informed about new products.

B: True, but I don’t want (treat) to be treated as if I don’t know anything advertisers sometimes
make me feel that way.
2. A: I don’t like (show) being shown pictures of suffering animals in ads for animal charities.
They’re just too upsetting.
B: I agree. I’m happy (ask) to be asked to contribute just based on the facts. I don’t need (show)
to be shown pictures.
3. A: This midnight sale is going to be great. Don’t you love (give) to be given a chance to get
everything at half-price.
B: Actually, I’m annoyed at (force) being forced to wait in line all day and evening just to get in.
4. A: When I read an ad in magazine, I would like (tell) to be told the whole truth, not half-truths.
B: I know how you feel. I expect (treat) to be treated with respect.
5. A: Companies want their products (advertise) to be advertised on tv during prime time-when
the most people are watching.
B: Maybe that’s why advertisers complain about (charge) being charged so much for every
minute they buy. They say that’s why the products are so expensive.

PAGE 79 EXERCISE E. GRAMMAR PRACTICE. Rewrite each sentence, using a passive gerund or infinitive
to replace the underlined words. Don’t use a by phrase.

1. I can’t stand advertisers’ forcing me to watch ads over and over again.
I can’t stand being forced to watch ads over and over again.
2. I resent one company’s telling me that I shouldn’t buy another company’s product.
I resent being told what I should and shouldn’t buy.
3. We can’t tolerate telemarketer’s calling us while we’re eating dinner.
We can’t tolerate being called while eating dinner.

PAGE 81. EXERCISE D. IDENTIFY SUPPORTING DETAILS. Answers the questions, providing details from
the article to support your answer.

1. In what ways is compulsive shopping like other addictions? Be specific

The person can’t stop compulsive shopping even if he or she wants to or if its causing problems in
his or her lives.
2. Why are addictions so hard to overcome?
The activity causes the brain to release chemicals that make the person feel good.
3. What are some consequences of shopaholism?
Marriage problems, anxiety, and high amounts of debt.
4. What is one possible cause for compulsive shopping in some people?
Sometimes they are trying to avoid their problems.
 5. In what ways is going overboard occasionally different from a true shopping addiction?
A true shopping addiction is done more frequently; the number of items purchased is usually
excessive.

PAGE 81. EXERCISE A. FRAME YOUR IDEAS. Check the statements that are true for you. What kind of
shopper are you?

_ Everyone goes a little overboard shopping from time to time. Take the survey to determine if your
shopping is out of control.

 I could sometimes kick myself for how I spend my money.

 When I go shopping. I can’t resist the temptation to buy something-I just can’t come home
empty-handed. ✘
 I feel uncomfortable if I haven’t bought anything in a week.
 I go shopping for an item I need, but I lose control and come home with a lot of things I don’t
need.
 I spend more than I should in order to get more expensive designer names and labels.
 I can’t pass up a good sale. Even if I don’t need anything, I just have to indulge myself and buy
something.
 I sometimes lie to people about how much my purchases cost.
 I get more pleasure out of spending money than saving money.
 I don’t have the patience to wait a day before buying something. If I want it, I buy it on the spot.
✘

TOTAL THE NUMBER OF BOXES YOU CHACKED. IF YOUR TOTAL IS:

a) 0-3 Great! Keep up the good habits!

b) 4-5 Not too bad! Congratulations for admitting you’re not perfect!
c) 6-7 Uh-oh! Sounds like trouble may be around the corner!
d) 8-9 Red alert! It’s time to take the bull by the horns and change some of the ways you shop and
spend money.

PAGE 82. EXERCISE A. LISTENING WARM-UP. Read about eight advertising techniques used to persuade
people to buy products. Write the letter of the example that illustrates each technique.

EIGHT TECHNIQUES USED BY SUCCESSFUL ADVERTISERS

1. PROVIDE FACTS AND FIGURES

Prove the superiority of a product with statistics and objective, factual information. d
2. CONVINCE PEOPLE TO “JUMP ON THE BANDWAGON”
Imply that everyone is using a product, and that others should too, in order to be part of the
group. f
3. PLAY ON PEOPLE HIDDEN FEARS
Imply that a product will protect the user from some danger or an uncomfortable situation. h
4. PLAY ON PEOPLE PATRIOTISM
Imply that buying a product shows love of one’s country. g
 5. PROVIDE “SNOB APPEAL”
Imply that use of a product makes the customer part of an elite group. e
6. ASSOCIATE POSITIVE QUALITIES WITH A PRODUCT
Promote a product with words and ideas having positive meanings and associations. c
7. PROVIDE TESTIMONIALS
Use a famous person or an “average consumer” to endorse a product so the consumer wants it
too. a
8. MANIPULATE PEOPLE’S EMOTIONS
Use images to appeal to customers feelings, such as love, anger or sympathy. b

EXAMPLES:
a. A professional soccer player recommends a particular brand or shirts.
b. A hotel chain shows a businesswoman in her room, calling home to talk to her children.
c. A soft drink manufacturer shows young people having a great time drinking its products at
the beach.
d. A car manufacturer states how quickly its car can go from 0 to 100 kilometers per hour.
e. A coffee manufacturer shows people dressed in formal attire drinking its brand of coffee at
an art exhibition.
f. A credit card company claims that its card is used by more people than any other card.
g. A clothing manufacturer promotes its clothes by saying they are made by and for people in
his country.
h. An educational toy company suggests that other children will do better in school than yours
will if you don’t buy its toy today.

PAGE 82. EXERCISE B. VOCABULARY. Based on the way they are used in exercise A. Write the correct
word for each definition. endorse, promote, imply and prove.

1. Personally recommend a product in exchange for payment: endorse

2. Show that something is definitely true, specially by providing facts, information, etc.: prove
3. Suggest that something is true, without saying or showing it directly: imply
4. Make sure people know about a new product in order to persuade them to buy it: promote

PAGE 85. EXERCISE A. Listen to each statement or question. Choose an appropriate response. The ones
in bold are correct.

1. a: There are no two ways about it

b: They’re comparing apples and oranges.
2. a: Thanks! I owe you one.
b: That’s just wishful thinking.
3. a: Don’t worry. We’ll call it even.
b: That’s debatable.
4. a: Don’t fall for that.
b: There are just no two ways about it.

5. a: I know. I could kick myself!

 b: Tell you what.

EXERCISE B. Answer the questions.

1. What always cracks you up about your favorite TV comedy or movie?

My favorite TV comedy is the one call its “Friends” and what cracks me up are the character.
Each person’s sense of humor is unique. Also, their catchphrases and iconic moments.
2. Whose music blows you away?
Pop music blows me up. I really love the catchy melodies and often focusing on themes of love,
relationships, and everyday life. With artists like Beyoncé, Ed Sheeran, Taylor Swift, and Justin
Bieber.
3. What songs choke you up?
Someone like you, Adele.
Ghost, Justin Bieber
Can’t Touch this, Hummer and
Beautiful People, Ed Sheeran
4. What gets on your nerves about public transportation?
Loud music early in the morning in public transportation totally gets on my nerves. I really hate
to be forced to listen dumb music. It drives me crazy.

EXERCISE C. Complete the statements with passive forms of gerunds or infinitives.

1. I don’t recall (send) being sent any information.

2. They want (give) to be given more time for the project.
3. She arranged (take) to be taken to the airport.
4. I was disappointed (tell) to be told the news.
5. He risked (fire) being fired from his job.
6. We were delighted (invite) to be invited to the wedding.

EXERCISE D. Answer the questions in your own way.

1. What kinds of things do you like to splurge on?

I'm not really the type of person to splurge money on unnecessary things. I splurge my money on
things that I need for my studies and from time to time I do love buying food (sushi).
2. Have you ever gone a little overboard when you were shopping?
No, I haven’t. When I go shopping, I always know what I’m going to buy.
3. What can’t you resist the temptation to do? Why?
I don’t have to forced myself to resist the temptation. I don’t consider myself as a compulsive
buyer. I got more pleasure out of saving money than spending money.
EXERCISE E. Complete each statement with the correct form of one of the verbs.

Promote Endorse
Prove Imply

1. I’m sure Shiny Teeth toothpaste is the best. After all, it’s being endorsed by that British actor
with the gorgeous teeth. What’s his name again?
2. This moth Banana computer is promoting a new laptop. It’s smaller than tablet and bigger than
a smart phone, but it has full computer functionally.
3. Well, they don’t have the statistics to prove that their shampoo grows hair, but all the pictures
and testimonials imply that it probably will.