Suggested answers

2. This advertisement would be unsuitable for cultures in which people read from right to left, since the message conveyed would be the opposite of what was intended. A similar advertisement produced by Lucky Goldstar showed a rice bowl on the left-hand side of the page, and a satellite on the right.

3. The advertiser of the deodorant ‘Impulse’ made different advertisements for different markets. While in some cultures the woman could be shown semi-naked, in others she was shown fully clothed. In some versions of the advertisement the man bought the flowers from the market, since otherwise, taking the flowers from the restaurant, however impulsively, would be seen as stealing. In some of the different versions, the couple did not look at each other directly, and the woman left by herself.

Ex.2

noun	person	verb	adjective
advertising advertisement	advertiser	advertise	advertised
promotion	promoter	promote	promoted
product, production	producer	produce	produced personal
person	person	personalise	personal
presentation	presenter	present	presenting, presented
purchase	purchaser	purchase	purchasing
publicity		publicise	public
persuasion	persuader	persuade	persuasive
consumption	consumer	consume	consumed, consuming
trade	trader	trade	traded, trading
selection	selectioner	select	selective, selected selecting
commerce commercial		commercialize	commercial
mail		mail	mailed, mailing

Ex.3

1 personal selling; 2 world wide web; 3 dominant; 4 television; 5 target; 6 a longer life;7 effectiveness; 8 inexpensive; 9 orders; 10 billboard

Reading 3

Vocabulary tasks

Ex.1

publicity campaign, to promote trade, bad publicity, publicity agency, market research, mass media, junk mail, mail-order catalogue, brand, to develop a particular brand, to launch a particular brand, market leader, brand loyalty, trade name, generic name

Comprehension

Ex.1

1 F; 2 F; 3 T; 4 T; 5 F; 6 T; 7 T; 8 F; 9 T; 10 F

Language study

Ex.1

public – social – private

improve – perfect – worsen

include – involve – exclude

particular – concrete – general

profit – income – loss

negative – unsatisfactory – positive

useful – helpful – useless

properly – adequately – improperly

effectiveness – efficiency – ineffectiveness

purchase – buy – sell

customers – consumers – dealers

personal – individual – mutual

Ex.2

1 g; 2 j; 3 I; 4 a; 5 b; 6 c; 7 d; 8 e; 9 f; 10 h

Ex.4

1 for; 2 into; 3 of; 4 of; 5 in; 6 from; 7 to; 8 over; 9 on; 10 for

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