Page 16 - In Focus (demo)

UNIT 1

2 Core vocabulary

A Scanning and skimming

1 Find and underline the keywords in the text. The first one is done for you. Try to

guess their meanings.
Keywords

assume behavior brand income industry
label prevent stock trend warn

Advertising is used in many ways. Health experts use
advertising to warn the public against bad things. For
example, they want to prevent young people from

starting to smoke. They assume that young people won’t
5 start if they know how bad smoking is. Sometimes, health
organizations may want to change people’s behavior –
getting them to exercise more, for example.

However, advertising is more often used by industry to
sell things. A company’s income depends on how much
10 money it makes by selling its products and services. These
days, the trend is for companies to advertise their brand.
A brand is a mark, a name, or a label that stands for a Wear the label and feel good
company’s products or services. In the past, a clothing

company would advertise a coat or clothing. Nowadays, a company might
15 advertise how people feel when they wear its label. In this way, the company
develops “brand loyalty.” That is when people like to buy only the products from
one brand. Then the company can charge more money for its products. Investors
in companies like brand loyalty very much because the price of their stock goes up
when a company has a strong brand.

2 Read the statements below. Which best describes what this text
is about?

A The uses of advertising in society
B The positive effects of brand loyalty
C How advertising can be used to improve our health
2