Text 10. Does advertising make us too materialistic?

Some critics claim advertising adversely affects our value system by suggesting that the means to a happier life is in the acquisition of more material things instead of spiritual or intellectual enlightenment. Adver­tising, they say, encourages people to buy more automobiles, more cloth­ing, and more appliances than they need—all with the promise of greater status, greater social acceptance, and greater sex appeal. For example, critics point out that millions of Americans own 20 or more pairs of shoes, several TV sets, and often more than one vehicle. But these critics fail to realize that they often tend to force their own values on others.

Frankly, we all have needs and desires beyond the basics of food, clothing, and shelter. One benefit of a free society is that we can choose the degree to which we wish to indulge our desires, needs, and fantasies. Some people prefer a simple life without an elegant house, fancy cars, and trips abroad. Others enjoy the material pleasures of a modern, tech­nological society. There are advertising sponsors at both ends of that spectrum. Food companies offer natural products as well as convenience packaged goods. Shoe companies offer simple sandals as well as formal footwear.

Proponents of advertising also point out that material comfort or security is necessary before a person can devote time to higher cultural and spiritual values. Therefore, the stress on material things doesn't rule out spiritual and cultural values. In fact, it may create a greater opportuni­ty for attaining such values, since the satisfaction of a person's higher desires is more likely when that person's lower, more basic desires have been met. Proponents also point out that, through its support of the media, advertising has brought literature, opera, drama, and symphonies to millions who otherwise might never have experienced them.

An off-heard criticism is that advertising forces people to buy things they don't need by playing on their emotions. Some critics believe adver­tising's persuasive techniques are so powerful that consumers are help­less to defend themselves. Those who accuse advertising of manipulat­ing consumers - assuming that people can't resist advertising's hypnotic messages - have little respect for their decision-making abilities or com­mon sense. Another aspect of the manipulation argument is that advertis­ing creates artificial needs.

EXERCISES

Exercise 1. Read the title of the text once again. What is your answer to this question?

Exercise 2. Ask ten questions on the text.

Exercise 3. Insert the correct preposition where needed.

1. Adver­tising affects …… our value system

2. Adver­tising encourages people …… buy more

3. The critics fail …… realize

4. The critics tend …… force their own values on others

5. We can choose the degree to which we wish …… indulge our desires

6. Some people enjoy the material pleasures …… a modern society

7. Food companies offer …… natural products

8. A person can devote time …… higher cultural and spiritual values

9. The stress …… material things doesn't rule out spiritual and cultural values

10. It creates a great opportuni­ty …… attaining spiritual and cultural values

11. Advertising forces people …… buy things by playing …… their emotions

12. Consumers are help­less …… defend themselves

13. The critics accuse advertising …… manipulat­ing consumers

Exercise 4. Match the English words with their Russian equivalents.

to earn an income to live within one's income to live beyond one's income annual income earned income fixed income gross income independent income monthly income net income taxable income unearned income weekly income per capita income

доход, облагаемый налогом недельный доход заработок независимый заработок доход на человека, на душу населения зарабатывать жить не по средствам нетрудовой доход фиксированный заработок жить по средствам месячный заработок годовой заработок чистый доход большой заработок

Exercise 5. Review the Grammar material «The Perfect Tense Form».

Pay special attention to the adverbs and the words denoting time. They are very often used with this Tense Form.

Present: already, just, not... yet, ever, never, recently, lately, of late, for, today, since, this (week, month), by now, etc.

Past: by (yesterday, last Friday, etc.), hardly (scarcely, barely, nearly) ... when, no sooner... than, sequence of tenses, etc.

Future: by (tomorrow, next week, etc.), etc.

Translate the following sentences into Russian.

Since the Second World War Britain's service industries, especially banking and retailing, have expanded.

He has just given a considerable part of his income to numerous acts of charity.

I have not seen him since he left our company.

People have really become better off lately, haven't they?

Joel felt that he had found a new blend of coffee.

By the 1990s, the investment had climbed to more than $400 billion, even though farms had dropped in number from 6 million to fewer that 3 million.

How long had you stayed with the firm by the time you resigned!

Hardly had they announced the dollar devaluation, when the prices started rising.

(They had hardly announced the dollar devaluation, when the prices started rising.)

By next morning, the delegation will have left.

He said (that) by the next month he would have written his final paper.

Exercise 6. Open the brackets; use the correct form of the verb. Wherever necessary, change the word order.

11. World War 11 (to cost) Britain more than a quarter of its national wealth.

12. Throughout the 1980s budgets (to re­duce) income tax.

13. By the time of the Great Depression, Wall Street (to symbolize) the route to quick riches.

14. In an attempt to stabilize farm in­come, the US Government (to pay) farmers billions of dollars.

15. The price of the membership (to vary) considerably over the years.

16. They said that for many years Wall Street (to be) the location of some of the chief financial institutions of the United States.

17. The amazing productivity of Ameri­can farmers (to ensure) that much of the world will have enough to eat for the next 20 or 30 years.

18. He thought that Wall Street as a worldwide symbol of high finance and investment (to enter) modern mythology.

19. By next century, Britain (to enjoy) great possessions of knowledge, wealth, and communications.

20. By the time she returns from London, he (to graduate) from the university.