The Science of the Supermarket
It’s a common experience for many *****nning out of food at home and feeling hungry, you make a note to by some milk, cornflakes and something for supper, then head down to the local supermarket.
0)_____________________( B)
There can’t be many people who look forward to their weekly journey to the supermarket, yet somehow you spend more time – and money – than you planned to.
1)_____________________
However both men and women are affected by supermarkets’ tactics. In Britain, major grocers are much more sophisticated about getting customers to spend more money than they intended – whether by changing the lighting or varying the size of a floor tile.
2)____________________
Similarly the psychological influence on the supermarket shopper starts as soon as you walk in the door. Enter the shop and the first thing you’ll see is the fruit and vegetable section. Obviously the supermarkets want to give a good first impression of the store with their displays of fresh food. But the colour used – mostly green – has an important psychological effect on the shopper. Green is restful so it immediately relaxes the shopper.
3)______________________
You move on to the next set of shelves. Canned vegetables and fish – unexciting products with low profit margins. They don’t want you to waste time here. You find yourself walking more quickly and you’re finding it easier to locate what you want because the lighting is getting brighter.
4)______________________
Why are you walking more quickly? Look below your feet and you’ll see the tiles are getting smaller. If you have a shopping trolley, the small tiles make the trolley sound faster, which hurries you up.
5) ______________________
Men’s toiletries, like aftershave and shaving lotions, are one of the fastest growing products in the grocery world. The traditional colours for promoting these toiletries used to be dark colours like black and blue.
6) ______________________
Psychologists have estimated that 90% of our «sense» consists of sight, so colour plays an important part in the supermarket. Many beg British supermarket chains have altered the brightly lit warehouse effects and replaced them with soft, «caring» colours to create a warm and friendly atmosphere. Size is important as well.
7) _____________________
Supermarkets use music to slow down the pace of customer movement. They also, in many cases, attempt to keep an ideal temperature in their shops (20 – 21°C) so customers are always comfortable. In the most sophisticated supermarkets shelves are curved, leading you from one display to another. It’s no wonder that when you finally leave the shop you find yourself with so many things you never intended to buy.
Choose from the paragraphs A-I the one which fits each gap (1-7).
A. But such tactics are nothing new when it comes to selling. A common practice among bakers is to throw cinnamon on the pavement outside so that people rub their feet in it and set off the smell, thereby bringing themselves and other people into the shop.
B. Next thing you know you’re standing outside it with four bags of groceries and you’re wondering just what happened. Why did you end up buying so much?
C. Look a little closer. Doesn’t it seem as if there’s a huge choice of fruit and vegetables? The mirrors above the produce may well help to give you that illusion.
D. Some of the big chains, under pressure from planning authorities, are even going back to smaller shops in high street locations.
E. The products are now being presented in simple blocks and it seems like everything is happening rapidly – but there’s no more effort than before.
F. It can’t be denied that the shopper is a very wise animal. He or she can see her way through the difficulties presented by the shop owner.
G. Men in particular hate shopping, and when it comes to food shopping they fall for many of the supermarkets’ tricks. In general they get bored more easily so any special promotions or taste tests get their attention and make them spend more.
H. Take a look today and you’ll see lots of racing greens, silver and metallic blue. Don’t these colours remind car-owning men of their pride and joy, parked just outside in the car park.
I. Soon the floor tiles have become bigger again, and you’re talking time to browse. You’re in the bathroom goods section. The lighting is lower but each display is lit up. Some shelves may even be of varying depth with the deepest ones at the bottom to make sure you see as many products as possible.
Part 4. Speech Practice
Use these dialogues as prompts and act out your own ones.
Dialogue 1
Luisa: I like this dress, but it’s only size 12.
Maria: Well, it might be big enough. Why don’t you try it on?
Luisa: Yes, I suppose it might fit. Do you think they’ll have another one in size 14?
Maria: They may have, shall I ask the assistant?
Luisa: No, don’t bother. Even if it fits, it might not suit. Green isn’t my colour, really.
Dialogue 2
Assistant: Do you like this dress, madam?
Lady: I like the colour very much. It’s a lovely dress, but it’s too small for me.
Assistant: What about this one? It’s a lovely dress. It’s very smart. Short skirts are in fashion now. Would you like to buy it?
Lady: All right. I’m afraid this green dress is too small for me as well. It’s smaller than the blue one. I don’t like the colour either. It doesn’t suit me at all. I think the blue dress is prettier. Could you show me another blue dress? I want a dress like that one, but it must be my size.
Assistant: I’m afraid I haven’t got a larger dress. This is the largest dress in the shop.
Dialogue 3
Brian: I like this DVD player very much. How much does it cost, please?
Assistant: It’s the most expensive model in the shop. It costs £ 200.
Brian: That’s too expensive for me. I can’t afford all that money.
Assistant: This model’s less expensive than that. It’s only £ 110. But, of course, it’s not as good as the expensive one.
Brian: I don’t like this model. The other model’s more expensive, but it’s worth the money. Can I buy it on installments?
Dialogue 4
Man: I think I rather like the look of that Jaguar.
Salesman: But the Lotus is a much better car.
Man: Well, yes, but …
Salesman: It’s smaller and easier to park.
Man: Perhaps, but I need room. And the Jaguar is a good fast car.
Salesman: But the Lotus has better acceleration. In fact, it’s much faster altogether.
Man: Yes, I know, but I do like the red and black interior of the Jaguar.
Salesman: But the Lotus has more comfortable seats.
Man: Mmm. But I want a quiet car.
Salesman: Well, the Lotus is much quieter than the Jaguar. It makes far less noise.
Man: Yes, but you see…
Salesman: It’s a smarter, better, more comfortable car altogether…
Man: Yes, yes. I know it’s a fantastic car because I sold it to you last week, remember?
Dialogue 5
Andrew: I’m just going down to the shop to buy some cigarettes, Gertie. Do you want anything while I’m there?
Lisa: Yes, what a good idea! There are a lot of things I need, as a matter of fact. Let me see… We haven’t got many eggs left, so bring a dozen large ones. And there isn’t much cooking fat in the jar, so bring a pound of lard. And…
Andrew: Hold on! If you want me to get a lot of things, write them down on a piece of paper, or I’ll forget something.
Lisa: All right. But wait a minute, while I look in the other cupboard to see what we need.
Andrew: Hurry up, then! I want to call in for a chat with Gerry on the way back.
Lisa: We’ve got plenty of cocoa, but there isn’t much tea or coffee left. Bring a large tin of instant coffee and a quarter pound of tea. Oh! And I want some ham.
Andrew: How much?
Lisa: Half a pound will do. We’re short of vegetables, too; bring some beans, and a tin of carrots…
Andrew: I only wanted to go out for a stroll and a chat. I’ll need a lorry to bring all that home.
Lisa: Here’s the list. Oh, and can you pick up my coat at the dry-cleaner’s while you are passing? And do me a favour while you are at Gerry’s: ask Pam if she’s free on Thursday morning. We’re having a meeting at ten o’clock about the tennis club dance in e, dear.
Part 5. Reproduction Stage
· Write an essay if you are a money-waster or a money-saver/ or a short questionnaire to decide if someone is a waster or saver.
· If someone gives you some money for your birthday, what do you do with it?
· Do you think you should try to save some money every month?
UNIT 5. CITY AND COUNTRYSIDE
Part 1. Topical Vocabulary
1. capital (city) столица
2. town небольшой город
3. village/hamlet деревня/деревушка
4. district район
5. borough округ
6. settlement поселение
7. country страна
8. county графство, округ
9. ghetto район трущоб
10. quarter/ block квартал
11. suburb пригород
12. outskirts окраины
13. metropolitan area территория, относящаяся к столице
14. the surroundings окрестности
15. rural area малонаселенные территории
16. urban area густонаселенные территории
17. residential area жилой район
18. housing estate спальный район
19. industrial estate промышленная зона
roads
motorway thoroughfare avenue street side-street lane alley square boulevard | way (foot) path junction crescent circus embankment pavement dead-end crossing | A-class-road B-class-road main road unclassified road ring road roundabout dual carriageway crash barrier kerb |
means of transport
car (by car) bus double-decker single-decker coach sports car van | underground/ metro / subway (Am.) trolleybus tram bicycle lorry |
Part 2. Training Exercises
Exercise 1. Match the word with its definition.
1. city 2. road / street 3. traffic 4. car 5. sea 6. building | a) many-storeyed, of modern design, made of brick b) deep, stormy, calm c) of the latest model, new d) heavy, dense, you can regulate it e) wide, narrow, one-way, busy f) big, densely populated |
2. Fill in the missing word.
1. There is a lot of traffic at 8 o’clock in the morning. It’s very … . 2. The highest … of traffic is during the … hours. 3. We took a taxi from the railway … to the air … . 4. Use the map to find the best … . 5. Your fare depends on your … . 6. There are … near the platform that show you which station you can get to from that platform. 7. Some lines are divided into … which finish in different places. 8. … on the London underground are not fixed, but are proportional to the … travelled. 9. When you’re using public transport, always keep your … until the end of thing on public transport you’d visit a … .
destination, signs, distance, lost property office, dense, density, terminus, rush, terminal, route, branch lines, fares, ticket |
3. What’s the difference between the following pairs of words? Put them in the correct sentences to find it out.
a) a road and a street b) a road and a path c) a subway and an underpass | d) a street and an avenue e) a path and an alley |
1. Both are for pedestrians but a … can be in the open while an … goes between houses or trees, etc. 2. A … is for walking under a road; an … is often a road under another road.
3. A … usually has shops and offices on either side; an … is often wider and has trees.
4. A … can be in the town or country and usually leads to another town; a … is usually in a town and has shops and other buildings. 5. A … is for vehicles; a … is for people and animals to walk on.
4. Answer the questions using your topical vocabulary.
1. Do you live far from the University? 2. Your work is a 50-minute walk from your hose, isn’t it? 3. How do you get there? 4. How long does it take you to get there? 5. How many stops do you travel? 6. Where do you get off? 7. What transport do most people use when they travel to work in our country? In Britain? 8. Do you find the transport service satisfactory in our city?
Part 3. Reading
DO YOU WANT TO BE A CITY-DWELLER?
when William Evans was 18 he said «Good-bye» to his mother, left his village and went to London. On coming there he was impressed by the magnificence of the city. After a few days he found a job in a bank in the city center, and he also found a small flat in a single-storeyed house in the suburbs to live in. This place had some associations with his native village, and he had a great love for nature in all its diverse views. The flat was not expensive at that.
Every morning he got up at 7 o’clock and left the house at 7.30. He caught the tube to the city and began work at 9 o’clock. He hated the journey on the tube. There were many people on the train and then he stood there for thirty minutes; sometimes he read the newspaper, but he usually thought about his mother and his village in Wales.
After six months he won some money on the football pools. He went to a pub with some friends and they drank a lot of beer.
He bought a little red car and a street map of London. Then he worked out a quick way to drive to work.
The first day he got up at right o’clock and left the house at 8.30. It was difficult for him to follow all road signs and he reached the city center only at 9 o’clock, but then he drove round and round looking for somewhere to park. At last he found a parking place, but he was late for work. The second day he couldn’t find a parking place and put the car into a car park which cost him one pound.
On Wednesday he left the car in the car park again, and he was late for work again. On Thursday he sat for twenty minutes in a traffic jam because of a road accident and was late for work again. The next day he got up very early. It was a very cold morning and ran to the tube station, but he was late again. His boss told him that he should take into consideration than he had to be on time in future.
William could not help noticing that there was a note of anger and irritation in his voice, but he did not want to lose his job. The next day he got up early and went to work by tube, but forgot that it was Saturday. When he got to the bank he found that it was closed. What do you think he did? Yes, he sold his car, took his fiat and went back to his village.
Do the following exercises:
Exercise1. Choose the variant who and what this story is about
1. This story is about a country/city boy. 2. This story is about the advantages/ disadvantages of living in a big city.
Exercise 2. Choose and write the correct endings of the following sentences.
1. When William was 18 …
a) he asked his mother to let him go to London;
b) he dreamed of London;
c) he said «Good-bye» to his mother.
2. His work began …
a) at 8.30;
b) at 9;
c) at 9.30.
3. William’s journey to work on the tube took him …
a) 20 minutes;
b) one hour and a half;
c) 40 minutes.
4. William went to work by car …
a) 4 days;
b) 5days;
c) 6 days;
Exercise 3. Answer the following questions:
· How many months had William lived in London before he won some money?
· What colour was the car which he bought?
Part 4. Speech Practice
1. Act out the dialogues and answer the questions that follow.
Taking a Taxi
- Where is the nearest taxi-rank? … Are you free?
- Yes, I’m. Get in, please. I’ll take care of the luggage.
- The Russian Embassy, please. I’ve to be there by 10.30. Drive as fast as you can. Do you think you can get in time?
- I can’t promise, the traffic is heavy, but I’ll do my best. We’ll be all right if the lights are with us.
- Could you tell me how much it may cost?
- I think about ₤ 5. The meter will indicate the exact fare to be paid.
- Thank you. Here’s the fare and you may keep the change.
· Why wasn’t the driver sure of getting in time?
Finding the Way
- Oh, hello, Brian. Pleased to meet you. Did you have a good day today?
- Not bad, but I’ve got lost this morning.
- How?
- Well, I got up, had breakfast and went to the tube station as usual, but the station was closed, so I decided to take a taxi. I waited and waited and as there so there were no taxis around I started to walk but got lost …
- Oh, no. What did you do?
- Well, I tried to ask the way but everyone I met was a foreigner. It was terrible.
Nobody understood me.
- So what happened?
- I walked round and suddenly I saw a sign for the Haymarket. The school is not far from there so I followed the sign and arrived just over an hour later.
- What a pity.
· How did Brian lose his way?
Taking a Bus
- Does bus 4 go to the railway station?
- You’d better take bus 51 from the University.
- Can you tell me where to get off?
- Yes, it’s quite away, yet, but I’ll tell you in good time.
- Is bus 4 going the wrong way?
- No, but it’s on the half way from the railway station and you’ll have either to walk or to change the bus at the History Museum.
- How much further is the railway station?
- I suppose it’s in ten minute’s walk. It’s two stops after the History Museum.
· Why did the stranger ask about the route of bus 4?
In the Underground
- Excuse me, which line do I take for Holborn, please?
- Take the Bakerloo to Oxford Circus and change to the Central.
- Where do I go now? I’m a stranger here and I’m afraid to lose my way.
- Oh, yes. The London Underground system in very complicated. There are ten lines here and it’s very easy to get lost. But if you follow the direction signs you can’t go wrong. Go straight down the stairs and get the lift over there.
- Thank you very much, indeed.
· Why is it easy to get lost in London underground?
2. Make up short dialogues using the following phrases:
· Excuse me, I’ve lost my way. I’m trying to go to … Which is the right way to … ? Please, show me the way to … Am I on the right way (road) to … ? · How far is it? Is it possible to walk there? Is there a bus from here to … ? Is it much of a walk? · You are going in the opposite direction. Go back to the end of the street, then turn left, go two blocks straight ahead and take the second turning to the right · How, where is it you want to go? It’s a long (short) way to … It’s quite a distance from here. · Be careful, the traffic keeps to the left in this country. Look out. It isn’t safe to cross here. One can never be too careful. Wait for the break in the traffic. Don’t cross the street when the traffic light has changed to red. |
Part 5. Reproduction Stage
1. Hold a discussion on the following situations.
- You are a guide. Give a short commentary on any well-known place of interest in your city.
- Suppose you wanted to show a visitor some of the most interesting places in your city. Where would you take him?
- Suppose a tourist asked you for advice about the places he could visit on foot. What directions would you give him?
- What advice would you give a tourist about taxis in the city?
2. Answer the following questions:
· Are the problems like traffic jams, vandalism, overcrowding, pollution and crime to be found in your city or in any other city as well?
· Could you suggest a solution for these problems?
3. Think of different kinds of places where you can:
· stay for a few nights; · find something to read; · get some fresh air and exercise; | · take your children for a day out; · follow your cultural interests; · spend a night out. |
4. Guess the names of different buildings by their descriptions. Add some additional information if required (the place of location, its functional assignment, people who work there, etc.).
UNIT 6. PROFESSIONAL ACTIVITY
Part 1. Topical Vocabulary
analyze one’s strengths applied linguistics apply to the University career guidance advisor challenge channel commerce compete competence competition decide on a career devote life dream earn money enter the University fail on an exam figure out get disappointed identify job centre major/specialize in make up one’s mind manual work marketing match pass exams promotion qualification seek advice succeed in take exams take up | оценивать свои силы прикладная лингвистика поступать в университет профконсультант вызов, испытание направлять торговля участвовать в конкурсе компетенция конкурс, конкуренция решать (о карьере) посвящать жизнь мечтать зарабатывать деньги поступать в университет провалить экзамен вычислять разочаровываться узнавать, распознавать центр занятости специализироваться по решать физический труд маркетинг подходить, соответствовать сдать экзамены продвижение в карьере квалификация обращаться за советом преуспевать сдавать экзамены браться за |
accountant actor agronomist architect artist businessman cameraman carpenter chemist dentist doctor dressmaker driver economist electrician engineer farmer fitter gardener interpreter journalist librarian lawyer mechanic militiaman musician nurse photographer physicist pilot policeman politician sailor scientist secretary security guard shop assistant singer stewardess teacher turner typist waiter | бухгалтер актер агроном архитектор художник бизнесмен кинооператор плотник химик зубной врач врач, доктор портниха водитель, шофер экономист электрик инженер фермер слесарь садовник переводчик журналист библиотекарь юрист механик милиционер музыкант медсестра фотограф физик летчик полицейский политик моряк ученый секретарь охранник продавец певец стюардесса учитель токарь машинистка официант |
Part 2. Training Exercises
1. Say what job these things can belong to. Continue the list.
Model: ladder, water, bucket – a window-cleaner
1. hammer, saw, nail _________________
2. tractor, plough, barn _________________
3. chalk, projector, board _________________
4. sewing machine, scissors, needle______________
5. scalpel, mask, forceps _________________
6. seel, telephone, personal car _________________
2. Would you call the following a trade, a profession or an unskilled job?
electrician cleaner dentist
dressmaker lawyer supervision
receptionist tailor builder
3. Translate the sentences from English into Russian.
employ – employer – employee – unemployed – employment
1. We were employed to do some seasonal jobs. 2. My employer wouldn't like me to be late. 3. Office employees are called white-collar workers. 4. Being a housewife is a full-time employment. 5. Unemployment is a major social problem in many countries. 6. We employed a new secretary from September,People who have no work are unemployed / jobless. We can also say that they have no employment / jobs. 8. Being out of work means having no employment.
4. Choose the right word.
1. Workers earn... wages /salaries. Wages are paid... weekly /monthly.
2. Office clerks earn... salaries/fees. A salary is paid... monthly /daily.
3. The general word for wages and salaries is... pay / income. It is money that an employee receives for his regular work or services, especially in the Navy, Army and Air Force.
4. Payment for particular professional advice or service (private doctors, lawyers, teachers) is called ...fee/profit. Fee is one attendance
5. I'd love to ... do /make that kind of work.
6. What do you ... do/make for a living?
7. I have been... offered /proposed a job in London. But I haven't been prepared to... give / take on that job.
8. A curriculum vitae / autobiography is a brief account of smb's previous career.
5. How would you call a person who:
does the hair a hairdresser/a barber
does the plumbing- a plumber
a) gathers crop
b) prepares medicines
c) builds or repairs roads
d) composes
e) does the painting
f) sells meat, sausage, chicken
g) has special knowledge, skill
h) flies a plane
i) is in charge of a whole company
j) bakes bread
k) cheeks tickets on a train
l) makes up computer programs
m) controls or gives orders to others
n) controls a business
o) presides at a meeting
p) is in the position of command.
6. Make your choice. Say what another person can do.
a) A barber /merchant sells goods.
b) A tailor /dressmaker makes men's clothes.
c) An architect /sculptor designs for a house.
d) A professor /teacher teaches at school.
e) A nurse /secretary looks after patients in hospitals.
f) A surgeon /dentist operates on heart.
g) A physician /physicist carries on experiment with prism.
h) An optician /chemist checks people's eyesight.
i) A bricklayer /civil engineer builds the walls.
Part 3. Reading
Read the text and do the exercises below.
The Phobia of Flying
Jenny looked into the full-length mirror and turned this way and that she made a minor adjustment to her jaunty little cap. She gave her uniform one last brush across the shoulders. She leaned forward and checked her make-up. She reached for her bag and checked her watch. All was well. She was on schedule. She listened intently to the weather forecast as she drove in to the city. Clear, bright and sunny – perfect. Departure time was eight o’clock and she had to report an hour earlier.
Dawn was just breaking. As other cars hummed along the motorway beside her, she wondered how many fellow commuters loved their job as much as she did. From the looks on their grim faces, not many. She knew many people envied her, the job, the travel, the people she met. Every day was different. Last year she’d been elected Stewardess of the Year by her company. All right, it wasn’t exactly PanAm or British Airways she was working for but, even so, she was proud of what she’d achieved.
“Who’d have thought it?” murmured her mother as she put the trophy in pride of place on the mantelpiece. Jenny knew her mother worried that she enjoyed her job so much; she’d never want to stop.
She reported for duty and picked up her passenger list. Her charges began boarding. Automatically, she made a mental note of those who might require her help on the journey: the young mother traveling alone with three small children; the elderly gentleman with a bad leg; the two young girls who looked nervous and perhaps were not used to traveling. Jenny would look out for them, make the journey easier. They were only traveling from London to Paris – not crossing the equator – but traveling was stressful, she knew, and she was there to help.
She often thought back to the careers interview she’d had at school. She was one of the few girls who knew exactly what she wanted to do after she left. She’d always wanted to travel, to visit foreign places, see the world…
“But, Jenny,” the teacher said, shuffling papers around his desk and looking awkward. “I’m sure you’d have qualifications, but what about…?”
…Jenny’s problem. The one thing that would stop her achieving her ambition. Jenny was afraid of heights. Even two rungs up a ladder was too much for her.
It had been obvious from her baby days. Swings and slides made her hysterical. Even standing on the bathroom chair to clean her teeth was a no-no.
“I’ve no idea how it all started,” her mother had said. “Something must have frightened her.”
All sorts of people tried to help. Health visitors suggested remedies, doctors prescribed mild tranquillizers – even psychologists were involved. Nothing worked.
At secondary school, they were all aware of her phobia. Gymnastics were a nightmare – the wall-bars, the rope climbing, the beam balancing. School trips were a problem area – none of the staff ever forgot trying to get her across Clifton Suspension Bridge. On visits to London, she couldn’t explore Tower Bridge or St Paul’s Cathedral. Family holiday destinations had to be chosen very carefully – no cliffs, no hills, no steps to the beach, no high-rise apartments. And no flying. Absolutely no flying.
“They run these sessions, now, at the airport,” her mother had suggested when she reached her teens and things were no better. “Fear of Flying courses – guaranteed to cure you.” Jenny turned green and sweaty at the mere suggestion.
Mr Sheldon – her old careers teacher – had met her a few months ago. She was in uniform and had popped into Marks & Spencer for a takeaway sandwich. She’d recognized him instantly, but it had taken a few moments before he knew it was her.
“Jenny! Of course – Jenny,” he’d said, his face breaking into a delighted smile. “You did it! You’re a stewardess! You conquered your fear!”
She’d smiled back at him.
“Hi, Mr Sheldon,” she said. “I’ll always be grateful for your advice. You told me for every problem there is a solution. And you were right. I found it. And I got the job I’d always wanted.”
He didn’t have to tell her how pleased he was. She could see it in his face.
They were approaching Paris. She made a last tour of her passengers, checking everything for one last time. As they disembarked, she said goodbye to each and every one, wishing them a successful trip. The elderly gentleman with all the packager who’d kept her busy throughout the entire trip stopped to press her hand.
“I was dreading this journey, my dear,” he said. ”But you made it easy for me. I really can’t thank you enough.”
“I’m just doing my job, sir,” she told him with a smile.
Jenny checked her schedule once again. She had an overnight stop in Paris. Time to contact some friends, have a meal, perhaps go to the theatre. Then tomorrow, she would board the coach back to London. Probably some of her passengers were frightened of flying, too. That was why they travelled by road. Everywhere. Just as she did. After all, coach travel was quite luxurious these days. You even got a stewardess!
GLOSSARY hum grim envy murmur awkward nightmare disembark coach | гудеть, жужжать мрачный завидовать шептать неудобный, неловкий кошмар, страшный сон высаживаться автобус (международного назначения) |
1. Match the word/expression from A with its best association from B:
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