1. Answer the questions:

1. What is the biggest problem for many consumers with advertising? Is it the same with you?

2. What advertising techniques are mentioned in the text? Explain the meaning of each of them. Give your own examples.

3. Which technique influences you most? Why?

4. Can you separate the product from the characters and images in its ads?

5. Which ad do you find the best? The worst? Why?

6. How would you advertise your product?

2. Say in a few words what the text is about.

3. Problem-solving.

Read and analyze the following ads. For each, answer the following questions: What technique or appeal is used? Is any important information missing? To whom is the ad trying to appeal- children, adults, women, men, or some other group?

a. "Show your love to a friend and to Mother Earth. Use the greeting card made from recycled products."

b. "Nine out of 10 doctors recommend 'Super Strength' Pain Reliever."

c. A famous actress says: "If you want to get that special man in your life, use Avec Moi Perfume."

d. "Going out of business! Bargains galore! Every­thing at the Pants Palace is priced to sell, sell, sell."

e. "Your mother used Stuart's Baby Powder; shouldn't you?"

f. "For the time of your life, drink Brewmeister Beer."

g. "You've come a long way, baby. Why not smoke a woman's cigarette?"

Select three effective ads from a newspaper or magazine. Why is each ad effective? What technique or appeal is being used in each ad? (Instead of using print ads, you could tape ads from radio or videotape ads from television.)

4. Match the words on the left with the correct definition on the right:

1. bandwagon approach	C	A. technique involves having famous athletes or movie stars advertise the product
2. celebrity appeal	A	B. a common television technique
3. claims of authorities	D	C. technique that promotes the idea that everybody's using the product
4. seeing is believing	B	D. convince consumers by citing test results or studies that appear scientific

Consumer protection agencies and organizations

Your telephone directory can save you hours in dealing with consumer protection agencies and orga­nizations. Check the beginning of the white pages of your directory for information about local community resources that can help. Many directories also have a section in the middle of the book that provides a comprehensive listing of government agencies. Look in that section under "Consumer and Regulatory Agencies" to find the phone numbers of organizations that can help you with a consumer problem.

Some places have arbitration programs to help with consumer complaints. These programs arbitrate disputes between buyers and sellers who have not been able to settle a problem. If you choose to use this service, be sure to ask for and read a copy of the rules before you file your case. In some instances, the decision of the arbitrators is binding on both the business and the consumer; in others, only on the business; and in still others, on neither party. The party bound by the decision usually agrees not to pursue any other remedy, such as going to court.

Consumer Groups. Many private organizations help consumers. National organizations such as the Consumer Federation of America and the Consumers Union educate consumers and lobby for passage of consumer protection legislation. Private state and local consumer groups may give advice, investigate complaints, contact sellers, try to arrange settlements, and make legal referrals. To find these organizations, contact a local university, your state attorney general's office, or a member of your city council. You should also check the phone book under both "Consumer" and "Public Interest Organizations."

Business and Trade Associations. One of the bestknown consumerhelp organizations is the Better Business Bureau (BBB). Better Business Bureaus are supported by private businesses; they are not government agencies. While BBBs have no law enforcement power, they do monitor business activity and try to promote high standards of business ethics. In many places, the BBB investigates consumer complaints, contacts the company involved, and tries to mediate a settlement. Reasonable complaints can often be settled with the BBB's help, but BBBs usually act only as media tors and do not force a business to settle.

Media. Many local newspapers as well as radio and television stations have special "action line" or "consumer affairs" services that help consumers. Publicity is a powerful weapon, and many consumers find that they can settle problems simply by contacting, or even threatening to contact, the media. To use these services, check with your local newspaper, radio and television stations, or library.

Professional Associations. Many business and professional people belong to associations that act on behalf of the entire profession or occupation. While such an association may have no legal enforcement powers over its members, a consumer complaint may result in pressure on, or dismissal of, the offending member. For example, if you have a complaint against an attorney, you can contact the American Bar Association or the bar association for your city or state.

State and Local Government. All states and many local governments have consumer protection groups that deal with everything from regulating public utilities to making sure you get a fair deal when you have your car repaired. These groups are often located within the state attorney general's office, consumer affairs bureau, consumer protection agency, public advocate's office, or public utilities commission.

1. Answer the questions:

1. How can you get in touch with consumer pro­tection agencies and organizations?

2. What are the functions of arbitration programs?

3. Why is it necessary to read a copy of the rules before you file your case?

4. What is the decision of the arbitrators binding on?

5. What private organizations help consumers?

6. What do Better Business Bureaus do? Are they government agencies? How do they promote high standards of business ethics?

7. Do you agree that publicity is a powerful weapon? Give your examples.

8. In what ways can professional associations help consumers?

9. Are there any consumer protection agencies and organizations in Russia? What do you know about their activities?

2. Say in a few words what the text is about.