Focus on Words

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Read the dialogue in pairs and do the exercises. He is categoric. Express caution and persuasion in you reasoning. A leading marketing consultant sheds light on the present day purchasing habits. A: It’s often said that people decide what to buy emotionally, and then use logic to justify their decision. But is this actually true? B: Yes, it is. We all make our decisions based on emotion, not logic. Logic supports our emotions and is used to justify our decisions after we’ve made them. It plays a part, but the product that people can’t get excited about won’t sell. Likewise, the ad that doesn’t provoke emotion won’t work. A: But can a product be sold on emotion alone? B: Yes, but this happens most commonly with children. Children desperately want to fit in, to be like everyone else. Does anyone truthfully need shoes that light up at each step? The answer’s no, unless you’re a kid and all your friends have got them. They’ve become much better at justifying their purchases. A: Can a product be sold purely on logic alone? B: Surprisingly, the answer is yes, but only if it’s a mass-produced, unspecialized product like petrol, rice or airline seats. We buy them from a strictly transactional point of view by dividing benefits. More benefits, lower price, better deal. A: So what does all this mean for advertisers? B: Well, the answer is surprisingly simple. You need to figure out what your customers are emotional about: what they love, and what they hate, what keeps them awake at night. If you appeal to those emotions and back up your appeal with solid facts you will surely be on to a winner. Work on Words Words not to be confused: 1. solid – firm - tight solid a 1. strong enough not to break or damage easily: the solid stone walls of the church. 2. with no pauses or interruptions: It rained for a solid week. firm 1. solid but not hard, not soft: a fi rm mattress. 2. definite and not changing: Have you set a fi rm date for the meeting?. 3. showing that you are in control of a situation: The party needs fi rm leadership. tight 1. fitting closely around your body or part of your body. a tight shirt/dress, keep the window tightly closed. Ant. loose. 2. holding sth /sb or fastening sth very firmly: Baxter kept a tight grip on the prisoner’s arm. 3. you have only just enough of it: a tight budget adv. very firmly: She held on tight to the handrail. 2. stuff – staff stuff n 1. objects or things: By the time we got to the sale all the good stuff was gone. 2. a material or a substance; The costumes were made of thin stuff. staff n (sing. U.) the people who work for a particular company, organization, or institution: She joined the staff in 2002. 73
1. Insert the words. 1. I spent all my life doing really boring ... . 2. What’s all this ... on my desk? 3. Peter became a very valued member of the ... . 4. The ... have worked very hard. 5. He is a ... believer in discipline for the children. 6. Everybody knew him to be a good ... worker. 7. They were passing by a ... wall of rock. 8. Inside the room he saw a few pieces of old ... furniture. 9. The knot was ... and he couldn’t undo it. IDIOMS WITH KEEP 2. Do you guess what the idioms mean? If not, look up the dictionary to translate them. keep up with sb keep a close eye on keep a low profile keep an open mind keep your fingers crossed Make up sentences with the given idioms. DISCUSSION POINT SHOP TILL YOU DROP Before you read 1. Are you fond of shopping? 2. Where do you shop? 3. What are your shopping habits? 4. Do you use a shopping list? Window shopping. Do you sometimes go browsing shops with no intention to buy anything, possibly just to pass the time between other activities, or to plan a later purchase. The English call it window shopping. Some people avoid shopping because shoppers sometimes have to wait in long lines to buy popular products. It takes time and energy to find something you need at a reasonable price.Unlike these some shoppers have 74
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Ս. Բաղդասարյան, Ս. Գ
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world in which information can be e
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Fact File • China has become the
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3. Translate into Armenian. 1. We h
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The interviewer: Yes, brain drain.
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Focus on Grammar H
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4. Our new coach is popular... the
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Unit 2 Work Trends Before you read
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1. Translate into Armenian. 1. We d
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Focus on Phonetics
Page 21 and 22: Fact file In Denmark teachers are a
Page 23 and 24: MIXED TENSES 4. Choose the right ve
Page 25 and 26: Willy Smith, the foreman, was quite
Page 27 and 28: c. What can the results of your eff
Page 29 and 30: abolish armies and to hold and prom
Page 31 and 32: and most obscurely, yet most powerf
Page 33 and 34: 3. If you set up home, this means t
Page 35 and 36: Have you ever tried to memorise som
Page 37 and 38: Sentence Connectors Explanation: Jo
Page 39 and 40: Check up 1 HOW GOOD IS YOUR ENGLISH
Page 41 and 42: 5. a person who flies an airplane 6
Page 43 and 44: Unit 4 Communication Before you rea
Page 45 and 46: 1. Insert words from the vocabulary
Page 47 and 48: Read the text and discuss the prove
Page 49 and 50: Formal speech: Due to a period of h
Page 51 and 52: So what differentiates them? Left-h
Page 53 and 54: on the stage? What would happen? It
Page 55 and 56: A CUP OF TEA (the end of the story)
Page 57 and 58: 1. a. had to b. could c. should d.
Page 59 and 60: 3. In the US we say ‘hello’ and
Page 61 and 62: Deforestation. The removal of fores
Page 63 and 64: . Finish the sentences giving your
Page 65 and 66: of volcanoes. The Hawaiian Islands
Page 67 and 68: some of the oil in the water or tra
Page 69 and 70: 6. There floods recently in the Afr
Page 71: The most marketed-to generation in
Page 75 and 76: ARRANGING WORDS What can you buy in
Page 77 and 78: Focus on Phonetics
Page 79 and 80: custom colour customs (ëáíáñá
Page 81 and 82: Trouble spot Because is followed by
Page 83 and 84: In 1969 ARPANET, the original Inter
Page 85 and 86: 1. Insert the missing words. 1. San
Page 87 and 88: 2. Research scientists will find cu
Page 89 and 90: WORDS IN USE Insert the words: math
Page 91 and 92: Comprehension 1. Find the passage w
Page 93 and 94: 4. a. have graduated b. had graduat
Page 95 and 96: 4. Scientists consider this a uniqu
Page 97 and 98: c. They cannot stop looking at the
Page 99 and 100: 6. Which of the sentences is the be
Page 101 and 102: Unit 8 Multiculturalism Monument to
Page 103 and 104: Focus on Words Col
Page 105 and 106: Hong Kong With skyscrapers that def
Page 107 and 108: planet. Understanding the religious
Page 109 and 110: Work on Words awe n a feeling of gr
Page 111 and 112: The poem then jumps fifty years int
Page 113 and 114: 2. Insert the words dealing with, d
Page 115 and 116: 1. a. each b. both c. by d. an 2. a
Page 117 and 118: UNIT 9 A Feeling of Style Literary
Page 119 and 120: Before you read 1. Do you enjoy an
Page 121 and 122: Reviewing Dickens Rising to greatne
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Pause. Ask a man a civil question h
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EMPHASIS Explanation: Inversion Inv
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UNIT 10 Inspiration And Creation DI
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Freelance photography involves gett
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every place where noisy skateboarde
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1. Read the following words and wri
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2.Very often in order to be express
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Focus on Grammar P
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5. a. “Isn’t art more satisfyin
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eliable source) tabloid, current af
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Read the text and answer the questi
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Read the text and discuss it. In ab
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Check up 3 HOW GOOD IS YOUR ENGLISH
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completely or disappear. Most of (7
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Gapped Text 8. Fill A-D into the nu
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Ծանոթություն` 1. Past S
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Table 8: Tense Chart Ժամանակ
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Past simple was/were + participle I
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Table 14: Nouns (Գոյական) A
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Անդրադարձ (Reflexive) Շե
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Գերադրական (Superlative)
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3. Եթե խնդիր երկրորդ
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e back վերադառնալ be in
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lie lay lain պառկել light lit
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Some criticize the idea that humans
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VOCABULARY 1 A abolish [@¹bOlIS] v
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civilization [ ¹ sIvIlaI¹zeISn] n
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describe [dIs¹kraIb] v նկարա
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famous [feIm@s] a հայտնի farc
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intelligence [In¹telIdZ@ns] n խե
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occurrence [@¹kör@ns] n պատա
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eference [ ¹ refr@ns] n մեջբե
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talent [ ¹ t{l@nt] n տաղանդ
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Contents Unit 1 Modern world: Globa
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