II. Vocabulary work

2.1. CHOOSE ACCORDING TO THE DEFINITION.

1) to change for the better

2) to understand

3) to employ people

4) to believe

5) a collection of various things

6) to give benefits

7) to exibit at a fair

8) organized series of activities

9) clean,without chemicals

10) an electric advertisement

11) to put an end to using something

12) a worker

2.2. TRANSLATE PAYING ATTENTION ТЭ THE ITALICISED WORDS.

1. Henry Heinz was unlike other sellers of his time.

2. He organized self-improvement courses like drawing and music.

3. Like any other company, Heinz & Noble advertised a lot.

4. The products displayed at the fair look like each other.

5. Unlike newspaper ads, electric signs attract more people.

6. All the employees thought that it was very unlike him.

7. People like to buy things from Heinz Company.

8. What is this new food company like?

9. He realized the managers likes and dislikes were important.

10. These two products are alike both in colour and quality.

11. The new equipment costs something like $1500.

12. The improved designs of the building look alike now.

III. Work at the following text

3.1. READ AND ANSWER THE QUESTION:

What were Henry Heinz innovative ideas in advertising?

HEINZ THE SECRET FOR SUCCESS

Henry Heinz started selling vegetables at the age of twelve. It was then that he bottled his first home-made horseradish. Un-like other sellers, he put it into clear bottles for people to see that it was pure. Soon Heinz needed a wheelbarrow to transport his bottles, and then a horse and a wagon. At 25, he started Heinz and Noble, a food company. Five years later the business was booming. Heinz realised early on that he had to hire people with high standards to maintain high-quality products. When his com-pany grew, he provided unheard-of benefits for his employees: free medical and dental care, lunchrooms with a piano the employees could play for entertainment, a swimming pool, a library, company picnics, and self-improvement courses like sewing and drawing. One year he even brought a 150-year-old alligator back from a trip to Florida and put it in a factory lobby just for fun! One of the Heinz Company secrets for success was Henry's belief that people would buy a pure product of superior quality if it was properly packaged and advertised. At the Chicago World's Fair in 1893, he exhibited a display of his products. But his booth was placed in an out-of-the-way gallery on the second floor. Heinz found a way out. He placed small tickets throughout the fair that read: "The finder will receive a souvenir at the Heinz booth". Lots of people became walking advertisements for the company. He had other ideas, too. He displayed the first electric sign in New York. The sign was six stories high and lit by 1200 electric lights that cost $90 in electricity every night. Henry Heinz was also one of the leaders in the campaign for the Pure Foods Law. The aim was to prevent mislabelling and eliminate dangerous chemicals. When bottled foods were intro­duced, they gave Americans more variety, but often made people ill. It happened because of chemicals and the unsanitary condi­tions at factories. Heinz wanted to change that, and he did. (35) From the beginning the company's reputation was based on making products people could trust. Heinz believed that "doing a common thing uncommonly will bring success".

3.2. READING COMPREHENSION TEST 2A.

Choose the correct variant on the basis of what is stated or implied in the text.

1. It was at the age of twelve that Henry Heinz

1. started selling newspapers

2. bottled his first home-made product

3. understood the usefulness of horseradish

4. opened a vegetable store

2. Heinz' business grew fast because he

1. was an experienced manufacturer

2. used a wheelbarrow and then a v/agon

3. provided high quality and purity

4. wanted to establish a food company

3. Heinz provided unheard-of benefits for employees

1. to maintain high standards

2. to give them more free time and entertainment

3. to realize their artistic potential

4. to eliminate all dangerous chemicals

4. His secret for success was that he believed in

(A) the power of advertising

(B) the power of electricity

3. campaign for Pure Foods Law

4. the importance of displaying goods well

5. In Line 22, the expression "a way out" is closest in meaning to

1. a decision

2. a door

3. a solution

4. a technique

6. According to the text, the industrialist was, first of all,

1. a crocodile hunter

2. a philantropist

3. an innovative businessman

4. a public figure