Advertising and Consumer Issues

Question 1

Exaggerated

Answer 1

The danger had been greatly exaggerated.

One of the main features of advertisements is giving products an exaggerated account.
یکی از مهمترین مشخصه های تبلیغات بزرگنمایی آن است.

Question 2

Attribute

Answer 2

What attributes should a good product have?

Advertisers tend to stress those attributes of a product that are likely to be valued by young consumers, while playing down others.

عبارت play down the importance/significance of sth به معنی کم اهمیت جلوه دادن چیزی است و متضاد آن play up است.

The White House spokeswoman tried to play down the significance of the event.

Question 3

Susceptible to

Answer 3

درمعرض چیزی بودن

Young viewers are susceptible to the effects of a commercial, leading directly to their buying decisions.

Older people are more susceptible to infections.

Question 4

Branded

Answer 4

Children are more concerned with a particular label and branded products than adults.

Question 5

Take something into consideration

Answer 5

Young adults seldom take into consideration the function and practical values of those products.

We will take your recent illness into consideration when marking your exams.

Question 6

To grab someone’s attention

Answer 6

The book is full of good ideas to grab your students’ attention.

As children grow up, they will make better judgments about those tactics advertisers use to grab their attention.

Question 7

Receptive to

Answer 7

Willing to consider new ideas or listen to someone else’s opinion

پذیرای…

Adults are less receptive to attention-grabbing adversing messages.

A workforce that is receptive to new ideas

Question 8

Liable for

Answer 8

People who are liable for income tax at a higher rate…
افرادی که مسئول بالا رفتن مالیت بر در آمد هستند…

Advertising is liable for children’s impulsive purchases.
صنعت تبلیغات مسئول خریدهای بدون فکر بچه هاست.

عبارت to be liable to یعنی احتمال داشتن خصوصا وقتی پس از آن یک فعل طبیعی و یا رفتاری باشد.

وقتی می گوییم کسی یا چیزی impulsive است یعنی ناگهان و بدون درنظر گرفتن ریسک کاری را انجام می دهد.
Rosa was impulsive and sometimes regretted things she’d done.

Question 9

Misguided

Answer 9

Misled

Children in this way are misguided to make a purchase.

Don’t be misguided by the attractive messages of advertisements.

Question 10

Manipulate someone to do something

Answer 10

Advertising is criticized on the grounds that it can manipulate consumers to follow the will of the advertiser.

He was one those men who manipulated people.

به جای بخاطر اینکه می توانید از ترکیب on the grounds that استفاده کنید.

Question 11

Turnover

Answer 11

The rate at which a particular kind of goods is sold
میزان فروش

Advertising guarantees the high turnover rate of the manufactured goods.

Question 12

Inferior

Answer 12

Not good, or not as good as something else

کم کفیت

With advertising, consumers can easily distinguish inferior products from quality.

Inferior health-care facilities

Question 13

Impulsive

Answer 13

Someone who is impulsive does things without considering the possible dangers or problems first

Banners, sign, flags and other visuals turn shoppers into impulsive buyers.

She’s so impulsive - she saw the house for the first time and said she’d buy it straight away.

Question 14

Dominate

Answer 14

چیره شدن

Despite boosting the sales of a product or service, advertising cannot make any product or service dominate the market.

The industry is dominated by five multinational companies.

Question 15

Promotion

Answer 15

تبلیغ محصول

Advertising is well-known as a method of promotion.

A winter sales promotion
تبلیغ فروش زمستانی

Question 16

Sale

Answer 16

به معنی فروش
هم مفرد است و هم جمع می شود

The use and sale of marijuana is illegal.
خرید فروش

Sales of automobiles are up this year.

In a sale یعنی در حراج

Question 17

Soar

Answer 17

To increase quickly to a high level

Advertising is the main tool for soaring sales of some products and services.

The price of petrol has soared in recent weeks.

Question 18

Target

Answer 18

To make something have an effect on a particular limited group or area

The advertisement was designed to target a mass audience.

Targeting the buyers that are doubtful of worried about health, advertisers encourage them to think that they are threatened by health problems.

Question 19

Disregarding

Answer 19

Ignoring

The audience expects an immediate positive outcome - disregarding other solutions.

We got to the airport in time - disregarding the tickets we got because of passing red lights.

Question 20

Tempt

Answer 20

The audience is tempted to buy the product in the hope that they can become participants of a fad.

It would take a lot of money to tempt me to quit this job.

Question 21

Spur

Answer 21

To encourage someone or make them want to do something

They might not actually need to make purchases, but advertising spurs them to do so.

The coach who spurred him on to Olympic success

Question 22

Stay alert

Answer 22

Giving all your attention to what is happening, being said etc.

People should stay alert to the influence advertising has on their decision making.

Taking notes is one of the best ways to stay alert in lectures.

Question 23

Acquisitive

Answer 23

مال اندوز

We live in a materialistic society and are trained from our earliest years to be acquisitive.

It is normal for children to be very acquisitive.

Question 24

Keep up with

Answer 24

چشم و هم چشکی کردن / سعی در رسیدن به کسی

Today, we spend the whole of our lives keeping up with our neighbors and our family.

Jack’s having trouble keeping up with the rest of the class.

Question 25

Affluent

Answer 25

It is not only affluent societies that people are obsessed with the idea of buying new things.

As people become more affluent, so their standard and style of living improves.

Question 26

Consumer goods

Answer 26

Consumer goods are desirable everywhere.

The internal market for consumer goods was too small.

Manufactured goods
Industrial goods
Electrical goods
Household goods

کلمه goods به معنی کالاهای فروشی همیشه به صورت جمع به کار می رود. برای حالت مفرد از product استفاده کنید.

Question 27

Set out to do something

Answer 27

To start doing something or making plans to do something in order to achieve a particular result

Modern industry deliberately sets out to create new markets.
صنایع مدرن از روی عمد بازارهای جدید را شروع می کنند.

Salesmen who deliberately set out to defraud customers

Question 28

Last

Answer 28

Gone are the days industrial goods were made to last forever.

This good weather will not last.

Question 29

Built-in obsolescence

Answer 29

از مد افتادگی برنامه ریزی شده

Built-in obsolescence means goods are made to be discarded in a short period of time.

Question 30

Replacement

Answer 30

No sooner have you acquired this year’s model than you are thinking about its replacement.
هنوز مدل امسال را نخریدید که باید به فکر جایگزین آن باشید.

They asked Barbara to stay on until they could find a suitable replacement for her.

عبارت No sooner … than یعنی هنوز کاری که انجام نشده کار دیگر انجام می شود.
No sooner had he sat down that the phone rang.
هنوز ننشسته بود که تلفن زنگ زد.

Question 31

The brain drain

Answer 31

فرار مغزها

New recruiting tactics have led the brain drain.
تکنیک های جدید استخدامی باعث بوجود آمدن فرار مغزها شد.

There has been a major brain drain of senior staff.

Question 32

After-sales service

Answer 32

After-sales service refers to the service a customer is entitled to after purchasing something.

Question 33

Unsatisfied

Answer 33

Unsatisfied with

Unsatisfied customers