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Page 268

Going to the Source

The wide diversity* of reasons people have for buying one product rather than another are investigated by the advertising people in order to prepare efficacious* commercials. They do not have the slightest qualm about questioning the consumer about personal things in her own domicile.* The consumer is requested not to expurgate her answers. Generally, people are not reticent* and do not begrudge giving the time and effort. The questions delve rather deeply, and what the artless responses divulge* will help the advertiser decide what to put into his next commercial. After a large number of interviews, the copious* results make it feasible* to prognosticate* how well the commercial will do. The interviewer usually offers no gratuity to the person who has helped, but often a sample of the product is proffered* as thanks.

Sample Sentences

Insert the new words in these sentences.

1.A successful television program can be built around the __________ comments of very young children.

2.At times, the producer must __________ some of the things said by these children because they are too candid.*

3.He had a serious __________ about hunting for the nearly extinct* quarry.*

4.He took umbrage* when I offered a __________ to augment* his small salary.

5.She did not __________ paying the pittance* extra for a better coat.

Definitions

Match the new words with their definitions.

Today's Idiom

to make the best of a bad bargainto change or go along with a poor situation

After he bought the white elephant,* he made the best of a bad bargain and let sleeping dogs lie.*

Answers are on Page 319

Page 269

It Seems to Work

Despite the antipathy* toward commercials expressed by the viewers, the remarkable success of television commercials in selling products makes it manifest that the advertiser has gleaned* what the viewer wants to see and hear from his research interview. This has helped the advertiser delve deeply into what motivates* people when they go into the supermarket to purchase products. The advertising agency is never capricious and can vindicate* spending large sums of money on research. Having uncovered what the public wants, the advertiser expedites* putting the requisite words, music, and photographs of the product on film. He will thus replenish the never-ending, ubiquitous* television commercial supply in the hope that the consumer will remember some facet* of the film and buy the product.

Sample Sentences

Insert the new words in these sentences.

1.If we __________ below and behind the rhetoric* and invective,* we may discover the profound* reasons for the ferment* in our land.

2.He was reticent* about emulating* those who, after eating almost to satiety,* rushed to __________ the food on their plates.

3.It was __________ that an arbiter* would be needed because neither side would capitulate* to a plan foisted* on them by the other side.

4.When the acrimonious* discussion about his __________ actions had attenuated,* he was able to vindicate* his conduct.

5.One mortifying* __________ for the position was that he would have to work for one year under the aegis* of a fatuous* egotist.* Definitions

Match the new words with their definitions.

Today's Idiom

to make ends meetto manage on a given income

He turned thumbs down* on a new car; he was having enough trouble making ends meet, as it was.

Answers are on Page 319

Page 270

5th Day Review

As you watch your next television commercial try to imagine what questions were asked by the research people as they interviewed the possible consumers. Advertisers have to select their words carefully. You can select words only when you have large numbers at your command.

Check your answers on page 319. Learn those words you missed!