Go for your Business English. Новосельцева Н.Н - 13 стр.

UptoLike

ВУЗ: 

УлГТУ | Ульяновск

Составители: 

Рубрика: 

A achieving the right balance between work, creativity and relationships
B in need of organisational support
C negative results for all concerned
D balanced development
E and the destructive effect on their family
F a stranger to self-destructive behaviour
G greater feelings of self esteem
4
It costs a pretty packet!
Manufacturers have all sorts of tricks to make us buy their products but in the
end it’s the customer who foots the bill.
1 Look at the title and introduction to the article.
2 Read the article and make a note, on a separate sheet of paper, of:
a) the “tricks” which help manufacturers sell their products.
b) how the customer “foots the bill”.
Shopping is not as simple as you may think! There are all sorts of
psychological and eye-deceiving tricks at play each time we reach out for that
particular brand of product on the shelf.
Colouring, for example, varies according to what the manufacturers are trying
to sell. Most cosmetics are packaged in delicate pastel colours such as pink. Health
foods come in greens, yellows or browns because we think of these as healthy
colours. Ice cream packets are often blue because we identify that as a cool colour;
and luxury goods, like expensive chocolates, are invariably gold or silver.
When a brand of pain killer was brought out recently, researchers found that
pastel colours turned the customer off because they made the product look weak and
ineffective. Eventually, it came on the market in a dark blue and white package- blue
because we associate it with safety, and white for calmness.
The size of a product can attract a shopper. But quite often a jar or bottle
doesn’t contain as much as it appears to. Recently a cosmetics company was
successfully prosecuted for marketing a jar of make-up which gave the impression it
contained far more than it actually did.
All the research behind the wording and presentation of packaging is
obviously expressive, and there are no prizes for guessing that it is the customer who
foots the bill. However, there are signs of revolution against fancy packaging: The
Body Shop, for instance, sells its products in containers with handwritten labels.
These bottles are practical as well as cost-effective and can be used again.
To be really successful, company must have branches as well as
roots.

Страницы