WHY WE BUY 3
THINK AND DISCUSS
Answers will vary. Possible answers:
1. Most of the advertisements I see are on social media. They are usually for clothes and cosmetics. / I see a lot of ads for cameras because I like to read photography magazines.
2. Maybe 100? It’s hard to say. I don’t really pay attention to advertisements! (Note: Students will learn in Explore the Theme that the average adult in the United States sees a few hundred ads per day.)
EXPLORE THE THEME
A 1. Most companies today prefer to use online ads instead of TV ads.
2. TV ads are much more effective than social media ads in getting people to spend their money. Thirty-seven percent of people make buying decisions after watching TV ads. The number is only seven percent for ads on social media.
B percent; product; trust (Note: Percent is often represented by the percent symbol: %.)
Reading 1
PREPARING TO READ
A 1. attractive
2. instead of
3. store
4. avoid
B 1. c; 2. a; 3. b (Note: For question 2, compare paying in cash with paying by credit card.)
C Answers will vary. Possible answers:
1. I pay with cash when I buy only a few items that don’t cost a lot. When I shop online, I use a credit card.
2. I love buying clothes online, but I always buy shoes at the store so I can try them on first.
D Answers will vary. Possible answer:
I usually find milk together with other dairy products like cheese and yogurt. These are normally a little beyond the fruits and vegetables,
which I always find close to the entrance. I think having healthy natural items like these near the entrance makes the supermarket look fresher
and better. Candy is always near the exit. I get frustrated when I’m standing in line to pay, so I usually end up buying a snack to cheer myself up!
UNDERSTANDING THE READING
A b (See Paragraph A)
B 1. fruit and vegetables (See Paragraph B: These are near the entrance.)
2. expensive cereal (See Paragraph C: Expensive items are at eye level.)
3. cheap cereal (See Paragraph C: Cheaper items are on lower shelves.)
4. milk (See Paragraph C: Popular items, such as milk and eggs, are at the back.)
5. cash registers (See Paragraph C: These are by the exit.)
C 1. d (See Paragraph C)
2. e (See Paragraph C)
3. c (See Paragraph C)
4. b (See Paragraph C)
5. a (See Paragraph B)
D Answers will vary. Possible answer: My local supermarket almost matches the description in the passage, except that meats are at the
back and milk is near the front next to the vegetables, together with other dairy products such as yogurt and cheese. This is a much better
arrangement. The smell of meat is strong, and I don’t like it being the first thing I notice. Also, dairy products are healthy and delicious. When
I see a good dairy selection, I can’t help myself. I just have to take a look!
DEVEOPING READING SKILLS
A Examples:
1. One way is placing products for children on lower shelves.
2. Another strategy is giving out free food samples.
3. Supermarkets also place candy and other cheap items at the registers.
Reasons:
1. This makes it easier for children to see and then ask their parents to buy something.
2. Seeing, tasting, and smelling food can make people feel hungry and want to buy it.
3. . . . customers might buy a snack while they wait in line. (Note: The first sentence is the topic sentence. All examples and reasons elaborate on this topic sentence. The examples describe supermarket
strategies, while the reasons explain why these strategies exist.)
B 1. M (See Paragraph A)
2. S (See Paragraph C)
3. M (see Paragraph D)
4. S (see Paragraph D)
Video
BEFORE VIEWING
A Answers will vary. Possible answer: I think the woman in the bottom right has the most persuasive face because of her wide smile.
B 2, 3 (Note: Option 1 is incorrect because the paragraph states that people are often influenced by other people’s physical appearance, and does not mention anything about what they say.)
C 1. trustworthy (Note: Trustworthy means worthy of, or deserving, trust.)
2. judgment (Note: A judgment is an opinion that one forms after some consideration.)
3. in the blink of an eye (Note: This expression refers to the split second it takes to blink.)
4. candidate
5. competent
WHILE VIEWING
A b
B 1. b; 2. a; 3. a (Explanation: Option b is incorrect because the video does not mention anything about how to tell if someone is lying.)
AFTER VIEWING
A Answers will vary. Possible answers: I chose two out of three candidates correctly. I think I based my decision on their eyes. / I guessed two out of three candidates wrong. I’m not sure why. I know I’m not
good at judging people by their appearance, and I try my best not to!
B Answers will vary. Possible answers: I didn’t like my science teacher when I first met him. He had messy hair! But after taking his class for a while, I realized he was a great teacher and a nice person, and I even
started to like his messy hair!
Reading 2
PREPARING TO READ
A 1. customers
2. limit
3. attitudes; influence (Note: The verb influence can apply to a person’s thinking and actions.)
4. message
5. natural; probably (Note: Probably is an adverb; in the sentence, it modifies the verb is.)
6. notice
B Answers will vary. Possible answers:
1. The most interesting ad I’ve seen recently is one of an energy drink. I noticed it because it featured my favorite rugby team. / I saw an ad about an ostrich that learned to fly after trying on a pair of virtual reality goggles. I noticed it because it was funny.
2. Ads make people remember their message by using famous people to convince us to use the same products they use. / Ads use catchy songs
to make their message memorable. / Making an ad funny is a great way to make the message stick.
C Answers will vary. The correct answer is b. (Note: Options a and c are about comparing different strategies. The passage just lists the strategies
without comparing them with each other.)
UNDERSTANDING THE READING
A advertisers; quick (See Paragraph C)
B 2, 3, 5
C a. 5; b. 2; c. 3
D 1. d (See Paragraph D)
2. c (See Paragraph D)
3. b (See Paragraph E)
4. a (See Paragraph F)
5. e (See Advertising Strategies box)
E Answers will vary. Possible answers:
Techniques: Celebrity Power / Emotional Impact Why it influenced you: The ad used my favorite rugby team, and I like the idea of drinking the
same energy drink as they do. / An ostrich flying is silly, but I felt inspired when the ostrich proved everyone wrong and fulfilled its dream by taking flight.
Writing
EXPLORING WRITTEN ENGLISH
A Words/phrases that show order of ideas: First of all;
Finally Words that introduce additional information:
also; Another; Furthermore
LANGUAGE FOR WRITING
B Answers will vary. Possible answers:
Product: my shampoo
Reasons: It makes my hair soft; I like the smell; It’s affordable.
I like my current brand of shampoo because it makes my hair really soft, unlike other shampoos
I’ve tried. I also love the smell of it. It reminds me of wildflowers. Finally, it’s not super expensive, so I can afford to buy it even though I’m just a student.
WRITING SKILLS
C c (Note: Item a is not suitable because it is a statement about all supermarkets, and not SuperFoods specifically; item b is a supporting idea in the form of an example.)
D Answers will vary. Possible answers:
There are a few ways that shoppers can avoid buying too much at the supermarket. / Customers can beat the strategies that supermarkets
use to make them buy more.
E 3, 7 (Explanation: Both these sentences stray from the topic of color.)
WRITING TASK
A Answers will vary. Possible answers:
Celebrity power / Vivid colors / A perfect family / A rhyming slogan / Emotional impact / A great soundtrack / Cool graphics / Funny script (Note: The priming techniques described in Reading 2 offer a useful list of reasons, but students should also try to come up with reasons of their own.)
B Answers will vary. Possible answers:
(Based on a dessert advertisement)Topic sentence: This advertisement is effective because it uses clever techniques that make us feel
positive about the product.Supporting idea 1: It suggests that we can have a perfect family.
detail 1: Family is happily eating dessert together.
Supporting idea 2: The ad uses colors effectively.
detail 2: The red tablecloth makes us feel warm and happy; the green grass seems healthy and wholesome.
Supporting idea 3: The slogan is catchy and memorable.
detail 3: It rhymes, and it uses an attractive font.
REVISING PRACTICE
b, a, d, c
EDITING PRACTICE
1. Firstly, ads use emotional impact to make us believe that their product will affect our lives in a good way.
2. One technique is to place items in certain positions on the shelves. An additional technique is to use colors to affect the way we feel about a
product.
3. Furthermore, some ads use celebrities.
4. Finally, ads should have clear messages that are easy to understand.
