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3rd Day

New Words

ad′ vent

"Tried and True"

Few question the propriety of the current haste on the part of manufacturers to bring out "new and improved" products at the prevalent* rate. At one time, in the dim, distant past before the advent of television, it was the vogue* for products to be advertised on the merits of their "tried and true" qualities. Few advertisers were impious enough to jettison* any part of a product that had been accepted by the public. Year after year, the local grocery store owner would proffer the same box of cereal, the same house cleaner. The acceptance was of the time-tested product, and it appeared almost unconscionable* for the manufacturer to change his merchandise. Today's spate of transient* products would have been considered an anomaly* in those days.

Sample Sentences

Insert the new words in these sentences.

1.A few years ago there was a __________ of science-fiction films about awesome* monsters causing pandemonium* on our planet, but after a surfeit* of that genre*, their popularity began to wane.*

2.With the __________ of mandatory* safety inspections, some of the more decrepit* automobiles have been eradicated.*

3.We question the __________ of making fun of obese* people.

4.I'd like to __________ my belated* congratulations on your 25 years of married serenity.*

5.In the milieu* of city street life it is not atypical* to hear __________ comments about authority.

Definitions

Match the new words with their definitions.

Today's Idiom

a blind alleya direction that leads nowhere

The modus operandi* was leading up a blind alley and they were barking up the wrong tree.*

Answers are on Page 318

Page 263

4th Day

New Words

What's in a Name?

Supermarkets now carry their own products to compete with the national brands. These "house" brands are not in a felicitous* position because they cannot be advertised widely. Supermarkets overcome this encumbrance* by making these brands less expensive. Many people believe the shibboleth, "You get what you pay for," and they purchase items on the premise* that quality varies as the price does. Are the claims made by nationally advertised brands bogus? How can one bread company substantiate its nutritive superiority over another? As there is no incontrovertible* evidence, the more expensive bread (or coffee, etc.) must compensate* by increased advertising. They make inordinate* claims, using those raucous techniques proven so successful in convincing the frugal* consumer to switch to a more costly brand.

Sample Sentences

Insert the new words in these sentences.

1.Mothers should be vigilant* that their children's food has the proper __________ value.

2.There were __________ complaints about the inordinate* number of fatal* accidents caused by inebriated* drivers.

3.People often try to compensate* for their deplorable* lack of culture by repeating the __________, "I know what I like."

4.He had the audacity* to try to foist* a __________ dollar on me.

5.The reporter wanted to elicit* the pertinent* facts from the reticent* witness so he could __________ the charge of moral turpitude* against the high city official.

Definitions

Match the new words with their definitions.

Today's Idiom

to twist around one's fingerto control completely

He winked at* the little girl's bad behavior; she had him twisted around her finger.

Answers are on Page 318

Page 264

5th Day Review

You can be sure of a balanced language if you are well acquainted with all the products (words) available in your supermarket (vocabulary).