28 Insider Adapted from Bus Good business? VOCABULARY & SPEAKING Look at the advert for Red Bull. D it ull. Do you think it’ clever advert? Why do you think k might ee ae b jany a small thing has been lorge By the right kind of adver ra nus al ET a, and check your answers to a, Why Road the article 2nd one te id what ne do you think Benjamin Look at the highlighted words and phrases . . alee eae Ca to advertising. With a partner, try to work : tite poet nea meanings 1-9. | 1 advertisements (also ads, adverts) notices, pictures, g, | Fimateling people about 2 product 2 Pech statements that sth i tre, 2 hough thos not been proved and other people ave aet agree with or believe 3 trou) types of product mede by a aiular company ae . (verb) was taken to court to ask for money socause of th ney ssid or cid that harmed you 5 fooj) guang the wrong idea or imprest, isi > making youbelieve sth that is mot true Advertising scandals that 6 (eaun) people who buy goods or use cost some brands millions 7 (noun) series of advertising messages with In advertising, rhere’s a big ditt e theme vo ent exaggerating the truth and making false claims io the san ats en toa ‘Many companies have been caught using misleading _ byomwapaner < claims like ‘scientifically proven’ with ‘guaranteed results advertising thats eaty to ronember, to attract in their advertisements. For such companies, it can cost people's attention of t idea quickly millions, and lead to a damaged reputa P d Work in threes, A, B, and C. Look at three Several examples of false advertising scandals have affected big brands - some are still ongoing, and not all companies have had to pay up, but each suffered a certain amount of negative publicity. Red Bull Energy drinks company Red Bull was sued in 2014 for its slogan ‘Red Bull gives you wings’. The slogan, which the company has used in advertising campaigns for nearly two decades, went alongside marketing claims that the caffeinated drink could improve a consumer’s concentration and reaction speed. Benjamin Careathers was one of several consumers who | brought the case against the Austrian drinks company. He said he had been a regular consumer of Red Bull for 10 | years, but that he had not developed wings-or shown any | ‘signs of improved intellectual or physical abilities. The company settled the case by agreeing to pay out a maximum of $13 million — including $10 to every US consumer ‘who had bought the drink since 2002. products whose adverts cost their brands money. What problems do you think there were with the adverts? res ose arc@commurication Misi fe ad about the advertiser cing ads Apg2 B psa cp.1s6 robler wes, ments and tell each other what the P akin groups of thr the advertisement made you think tlweusy a oe “advert misleading? You thi it would be? How was the 1 What re viral advorts? Have you ever forwarded on people? Do ‘yc hve var gh _* _ eeeloes reer nee Srioecic latte eee we eens yaaa Bs ees a much money to buy products they can’t afford? Cate eo {Ge online for era Vocabulary > phrasal verbs: business 2 USTENING 99: Listen to © marketing expert talking about six rasketingtochriques used by advertisers, Complete the messages they use with two or three words. ocr ee when you subseriba ta our magazine for 2 There ae lef! Buy now while stack ost 3 * __ can look ie this? 5 ‘recent found that our toothpaste cleans your teeth better than any other brand. Phe Ima doctor (ora celebrity) LUsten again. Anewer the questions for each message in a 1 Why doo it attract us? 2 Wy it misleading? Which of the six techniques might influence you to buy the product? Are there any that would actively discourage you? Vihy do you think we keep falling for these techniques, even though we know what's going on? 3 GRAMMAR clauses of contrast and purpose Look at som in 2, and complete them with phrases AG. 1 inspite of its price vot volly included in the magazine Subscription 2 Even though and maybe Sela ter, we wreradataly wont Se ge ucly who here tem 3 somo whey use Seeors ike, We a mut hw 1 erciey combine ta th Frees ange aroun ol people £0 im ‘brushed in order chats ar been aon no % we peree tna ‘even more attractive than they are in real | im Fn robably produce Spa forby i rough do you realy | 7 ee. calous herhawthRochomet | 1th compay taal | 6 tne setressis holding the prodctin the proto bre can't fal to get the message D mokousbeleve t £ we dort realy need the products F aha the advert seid 6 make the model look even simmer @ 9.2 Usten and check. Then look at the highlighted word(s) in 1~7 and the phrases A-G that follow them. Which ‘ones express a purpose? © p.220 Grammar Bank 9 Sentence race Try to complete as many sentences as you can in two minutes. 1 think the advertising of junk food should be banned, so thet 2 In spte ofa huge marketing campaign, 3 Although they have banned cigarette advertsing, 4 She applied fora jab with a company in Londen, $0 a8 to 5 He's decided to carry on working, despite, ' Even though the advert said lwould notice the effects after a week, 7 ook my laptop to the shop to 8 We went to our head office in New York forREADING Look at the products in the photos. Can you think of anything they have in common? Read the first part of ‘Razors and Blades’, an unadapted chapter from a book by economist Tim Harford. ‘As you read, in order to quickly check any words or phrases that you can’t FIFTY THINGS guess, first, try to guess meaning from sag Ame context, then use the glossary, and conomy 7 finally, if necessary, use a dictionary. Check your answer to a. Tim Harford Read it again and mark the sentences T (true) or F (false). inderline the information in the text which tells you this. + King Camp Gillette's idea behind the United Company wes that it would provide basic products cheaply. 2 This vision of the United Company had a great influence on the modern economy. 3 It is more expensive to produce a printer than to produce the ink 4. Two-part pricing involves selling one thing cheaply, but making another essential component very expensive. 5 King Camp Gillette's first blades were relatively inexpensive. & Sony only makes a very small profit on each PlayStation 4 it sells x RAZOR LADEs Part 1 I ga book was written by @ man Who hag ge. The book argues that ‘our presene 2 reer of competition reeds ‘exravaging, mm clonume” Ie adVOCALES 2 NeW System paren happiness is and happiness in which jug of‘equality, virtue, She corporation ~ the Unites! Company ~ wi cine all of ies necessitics #5 cost-effectively ag possible These, by the we. sre "ood, clothing aed habitation’ lndustsies ich “do not contribute’ to lifes > will be destroyed, ‘The book’s author had « visic that has ended up shaping the economy. Bus 28 Youmay have ioessed, it wasott this parila vision. No, ere another idea, whic? he voc! 9 Year later. Hig name was King Camp ond he inventeg the disposable razor blade tf you've ever Bought replacement cartridges for an inkjet printer, you are likely to have been annoyed to discover thet “hey cost almostas much $s you paid forthe printer itself, That seems to make no sense. The printer's « reasonably lange aand complicated piece of technology. But how anit possibly cost almost as much to supply aie of ink in tiny plastic pots? The answer, of course, js thatit doesn. But for a manufacturer, selling the printer cheaply and the ink expensively isa business model that makes sense, and is knownas two-part pricing, Ie’ also known as the razor and blades model, because that’s where it first drew attention ~ suck people in with an attractively priced razor, then repeatedly fleece them for cextortionately priced replacement blades. King Camp Gillette invented the blades thet ‘made it possible. Before this, razors were bigger, and when the blade got dull, you'd sharpen it, not throw it away and buy another. He didnt immediately hit upon the two-part pricing model, though: initially, he made both parts expensive, The model of cheap razors and expensive blades evolved only later. Nowadeys, ‘two-part pricing is everywhere, Consider the PlayStation 4, Whenever Sony sells one it loses | ‘money: the retail price i less than it costs t0 ‘manufacture and distribute. But that's okay, ‘because Sony coins it in whenever a PlayStation ‘owner buys a game. Or how about Nespresso? Nestle makes its money not from the machine, but the coffee pods. Glossary suck sb in (oh. vor) to ivolve somebody nat activity ora situation, especially one they do not wet tobetmeclvedin erebrone ter doves fleece (verb, informal) to take 2 lot of fe 7 to take 2 ot of money fem somebody by charging them too much hit upon (ohr. verb) think of a suddenly of Ii upon (or verb thik fa good ides sudden «ein iti) iaom) make a lot of moneyread the rest of the cha, 4 Mestions with a partner, ter. Answer the jw af COMPANIES Which have bean ‘cessful with vor part prong eben, arying t stop other companies saline the disposable parts cheaper?" tay might CUSTOMENS stay th » tr oxen oi rand Iihat does the author suggest th hth rzar-and-blades sales orses se rh 0 ym 1 inaiayan emer ponte eS ennai Serie eee ene i a ee ee ‘ith Photoshop; I might prefer to pay for an expensive ie bay a cheaper alternative, which [dthen have to learn how to use. Switching costs can epychological, too ~a result of brand loyalty fthe Gllte company’s marketing department persuades rethat generic blades give > shave, then YL happily Keep paying extra for Gillette-branded blades. Economists have puzzled over why consumers «the two-part pricing model. The most plausbe explanation is that they get confused by the ‘wo part pricing, Either they don’t realize that they'll be exploited later, or they do realize, but find it hard to pickthe best deal out of a” ___ menu of options Theirony is thatthe cynical razors-andt-blades model ~ charging customers a premium for basics like ink and cafe —isabout as far as you can get from King Camp Gilete’ vision ofa single United Company producing lies necessities as cheaply as possible. Glen ry fate 1 offical sight x be the only person to make, preader (nour a device to getinformation froma microchip Snitching coats (con pirate, ion) how much wil est you brand to another formal a situation that sannoying becouse it seething dtu or complicated that needs a 1) to think hare about something in order plain it Read it again and choose the correct word or phrase for each gaP- 1 a avoid b encourage ¢ prevent 2 a cheaper _b pricier ¢ more expensive 3 2 economical b inevitable financial 4a aswelles b rather than c in order to 5 a aninferor b asuperior ¢ a similar 6 a tolerate b reject ¢ lke 7 @ simple b straightforward _¢ confusing Do you own any products which use a two-part pricing system? Do you buy generic ink, coffee, bte. oF do you buy the branded ones? Why? VOCABULARY business Look at two extracts from ‘Razors and Blades’. Which two verbs mean ‘to make things in large quantities’? ‘Which one is specifically ‘using machinery’? Consider the PlayStation 4. Whenever Sony sells one itloses money: | the retal pice les than it costs to manufacture and distribute, King Camp Gillette's vision ofa single United Company | producing life's necessities as cheaply as possible. b 6 © p.234 Vocabulary Bank Business PRONUNCIATION & SPEAKING changing stress on nouns and verbs «5.8 Listen and underline the stress on the bold words. Which syllable is stressed when the word is, a) a verb, b) a noun? We exiport to customers all over the world, ‘Our main exiport is wine. Sales have injereased by 10% this month, ‘There has been a large in|erease in profits this year. ‘The new building is prelgre'ssing well. We're making good pro gress with the report. Most toys nowadays are pro|duced in China. The demand for organic pro|duce has grown enormously. Look at some more words which can also be verbs and nouns, and have the same pronunciation rule. Practise saying them first all as verbs and then as nouns. A 2 3 4 5 é 7 8 decease Tnport pot record rehind eaapert Say if the following are true of your country / region, or of you. Give examples. We export more food than we import. Not many shops sell organic produce. Unemployment has decreased over the last five years, Smoking is not permitted in public places. © SPEAKERS OF SPANISH Go online for extra Pronur and verbs 1enone boss: The customer Ay GFrereis only “in ae anes ten nu ton, founder. a ‘Sam Walt ‘OF Walmae fire me Good business GEE EE 1 GRAMMAR clauses of contrast b Complete the second sentence 0 ea iM ae and purpose meaning to the first sentence: ia 1 Isthat a machine to make juice? for Is that a machine foc making juice 2 The shop closed down even though it W25 in spite of ‘The shop closed down _— 3 They reduced their prices $0 25 so that They reduced their prices ————— ee 4. Lane to leave work by six otlock so that | lon't miss my train, a Circlthe correct word. es, in an ideal location, to sell more products. in order not to have to leave work by six o'clock nt 5 Despite the fact that | was very late, my 0+ wes0"8 angry. although My boss wasn't angry ——— ae & Although she's the managing director, she -oes0’t have her own office despite She doesn't have her own office a 1 The restaurant staff seem happyCespitay although the fact that they work long hours every day. 2 The account manager called his client for / to arrange a meeting. 3 The company is expanding even though / in spite of there is a recession 4 The firm made several people redundant in order to / so that cut costs. 5 Although / Despite she’s the head of the department, she often goes out with her colleagues after work. 6 I stayed at my desk to not / so as not to miss an important phone call 7 Everybody seemed to enjoy Mike’s speech at the wedding, in spite of / even though his terrible jokes. 8 She closed the door of her office 50 as to/ so that nobody could hear her conversation 9 | still buy that chocolate bar, in spite of / though it’s much smaller than it used to be. 40. Yuri has to learn English to / for his job.ILARY ad) i Y), VOCABULARY advertsing, busines ere with a word from the — ‘advertising campaign > a ee rng “tenga wrjeading Publicity slogan ~ here are lots of websites wher a mates where you can putan advertisement Hfyou want to sell your ent 3 bs? | want to have as mc information about the food buy as possinig 4 loways bythe sme : \ctpeste because We the one Tm ueed ie 1 They've used young adults in their new because its aime: ae ee 'd specifica Zr people n their early 20s, Pecifically 5 hs —— t0 suggest that th Gaeta is product ishealthier than ary others ofits kind ittar'e eircompany 7 There has been a lot of the compar’ ovr 8 Acompeny —__ifit doesn't {ul the prom'ses it makes about its products, g Arepresentatve denied the that the company was in financial difficulties. ——____ only has three ot iat about 's recent donation to charity, p Read the definitions and complete the missin. jetters in the word. . 5 4 the main office of a company head office 2 agroup of shops / stores or hotels owned by the seme company hoon 4 stop trading or doing business d__— dw 4 an office or a shop / store belonging to a large company or organization ben 5 adifficult time for the economy of a country are i 6 aperiod of sudden economic growth ab_o_ 7 aproduct that is not successful af__ 8 fall, become lower or less dio 9 make goods in large quantities, using machinery mint 10 combine to form a single thing m__9_ Complete the text withthe correct form of the Verbs and verb phrases in the list. Gecome the market leader expand export Si Pacer launch a neve product market produce serapenewbuciness takeover A friend of mine, Anne, was lucky snough to inherit a farm when she let university, so she decided to ‘eat up a neve business: an organic food company. The company pies products under the name Bioplus, and among, "muesli Anne ruts and dried fruit from South ‘pmarica and mines these with cereal from crops onthe farm aancke the musi Her muesi sells well nationally, and recently she? ae into new markets abroad. Today, she aso ~ tw northern European ‘countries, like Norway and Sweden. ‘The company is?________— rapidly and Anne fs aways looking for new employees Right now. she Prepang |) wot cereal bar the company has been esting Anne is very realistic, as she knows she will never renee ip the field. However, neither does she yan: one of the big cereal giants, like Kelloggs or Nestlé, t0 ie - ther small family company. a other things, it* ¥ kat afin Complete the sentences with the correct form of make or do. 1 Acompany always does ____ extensive market research before it launches a new product. 2 Ha company ___a loss, the staff often face job cuts 3. Many countries started ___business with ‘China when the trade sanctions were lifted 4 The managing director the decision to close the factory yesterday. 5 The factory is going to redundant after Christmas. 6 My company __ really badly last year; if the situation doesn’t improve, it may close. 7 Management and unions have should prevent a strike. 30 people a deal that 8 Hrwe a profit again next year, the manager may think of opening another office. 9 There's no need to thank me.t'm only my job. 10. She doesn’t much money from acting, so she's also got a part-time job as a waitress. @ Go onliMatch 1-8 to responses ach 1 Where have you been? _c_ 2 Shall we start the meeting? —_ Im going out with my boss fora drink tonight. —_ 4 Let's go to that lovely 5 Shall we finish now? & Who are you messaging? _ 7 Your boss is heading in this direction. —_ 8 Why do you need to talk to your ex? __ old café on the corner. 2 Yes, let's get down to business b I'm afraid it's gone out of business. Mind your own- business! @ Are you sure you want to mix business with pleasure? © OK, but first, is there any other business? f I'm sorry, but it’s none of your business, 9 Because we have some unfinished business h Yes, and it looks as if she means business Answer the questions about yourself and your home. 1. How far from your home is the nearest branch of your bank? 2 Name a chain that you can find in your nearest shopping centre. 3 Which products are manufactured in your country? 4 Which companies from your country are market leaders? Go online for more practic 5, Which products does Your COUMIY export ang he to? 7. Which products does y POT and whe from? 8 Would yu Ike ost ve Your Own company, Why not? PRONUNCIATION changing stress on nouns and verbs Underline the stressed 8¥041e Inthe highgiay words. 1 China BRBBEK more go0%: "09 any other county 2 They transport most of their products by lory 3 There's been 2 huge RESIS in petrol prices recany 4 The price of wheat has decreaséd by 5%, 5 Scientists are making progress in finding a cure for AIDS. & The visa BarfnilS you to stay for three months, 7. Brazil produces about a third of the world's coffee 8 We do not give Faflinds without a valid receipt 9 The government is hoping to reduce foreign ino 10 Vinyl Fee6FE8 are becoming popular again. 9.1 Listen and check. Then listen again and repeat the sentences.9A clauses of contrast and purpose clauses of contrast 1 though / Though the achert sad the advert soidit woul lant 93 for years, my dishwasher broke down after two. ae My dahwasher broke down after two month although though the advert said it would last for years. ee My dthwasher broke down ognn, eventhough i had it repaired the week before. een ontched My dlasher has neve broken cow, hardy ve we on down. hardy overuse of / Despite her age. my motor tl very active Being 88 my motor stl voces the fact tha she's 8, my mothers sl vay active * We use although, though, even though, and in spite of or despite to express a contrast oi 4 although, though and even though ate usually used at the Beginning orin the middle of sentence though is more informal than although even though is stronger than although / though ands used to express a big or surprising contrat though can also be used as an adverb, usually atthe end of 2 Sentence, after a comma, Inthis case, means however 2 Alter in spite of or despite, we can use a noun, a verb nthe wing form, ofthe fact that + subject # ‘+ Remember not to use of after despite. NOT Bespiteotthe- a Complete the sentences with one word. We're very happy in our new house, though there's a lot to do 1. We loved the film, nearly three hours longl the fact that it was 2 Carl doesn't lke spending money, though he's very well off. 3. They went down to the harbour ‘see if they had fresh fish. 4 Ill make a list, so 5. My mother called the doctor's in an appointment. & The cake tasted good, in like the photo in the recipe book. 7 ve put the heating on quite high, so. the house will warm up quickly. 8 I must say that, meal was delicious. 9 I stopped at a motorway café before continuing on my journey. 40 He really isn’t very fit. He sometimes manages to ‘cycle to work, not te forget anything tomake of not looking the service was poor, the a quick meal GRAMMAR BANK @ sreacetsoranN 5 ' ___ Fodet Rook 2a + —- clauses of purpose t iwentothebank 22 kforeloan, gy, ote a meeting with my bank manay 2 | went to the bank fo oe 3 went to the bank s0 that | could t2lk to the manager ig, person. 4 wrote down what he said forget is, in order not to + Use ton order to, 50 a8 to, for. 2 ei purpose. i 1 After to, in order to, and £0 25 to, « nitive, + inorder toand sos to are more forrm>! han to, 2 Use for + anoun, eg. fora meeting « Youcan alsouse for + gerund to describ the exact purpose ofa thing, eg. This liquid is for cleaning metal 3 After so that, use a subject + modal verb (can, could wou, etc). + When there isa change of subject in 2 clause of purpose, we use ao that, e.g, We bought a new car so that the children would have more space. NOT to-Himorsontotse3s edhe, ‘bilder This isthe only way of expressing purpose when there isa change of subject. 4 To express a negative purpose, use so as not t0 oF inorder rot t,.g. I wrote down what he said in order not to forget it NOT —tonotforgetit bb Rewrite the sentences. Despite not getting very good reviews, the book sold really well Even though the book didn't get very good reviews, itsold really well We stayed at a bed and breakfast so as not to spend too much money on accommodation We stayed at a bed and breakfast so that. 2 Despite earning a fortune, she drives a very old car Although, 3 Everyone enjoyed the film, even though the ending was sad, Everyone enjoyed the film, in spite of 4. The plane managed to land despite the terrible weather conditions The plane managed to land, even though. 5 Itold her | enjoyed the meal she had cooked me, 5° that | wouldn't offend her. | told her | enjoyed the meal she had cooked me, $° as. 6 The police closed the roads so as to allow the President's car through safely ‘The police closed the roads in order.Business 11 VERBS AND EXPRESSIONS 2 Complete the sentences with a verb from the fist in the correct form (present simple, past simple, or pest participle bbegome dose down chop grow empand emer impart launch “menufacure market merge produce setup take over 1 Apple products are easy to market because people are Immediately tracted to the styish designs 2 In 1989, Pepsi-Cola a new product called Pops) ‘A.M, which was aimed atthe "breakfast cols diver’ lr wet 96 Immediate flop 3 The Spanish aitine loerie with Bish and became one ofthe world's biggest rive rouse 4 Although GAP stands for Genuine Americ Pusan cothesare in Asin 5 Prosciutto i a kind of talian ham, Two of he beste i ‘are San Daniele and Parms, which are the {and Emilia regions of lay, end are ver he worl & When BMW Min the smallareompony boca ‘of the larger organztion 7 The supermarket chain Tesco 1995, and ie etl the Uk's biggest 8 The first Zara store was opened in La Cora in Spain in 1975, where its head office stil today, The company sari 0 into now markets in 1968, nd it now hss branches in 96 countries 9 Many barks ae now o 2 now small business, 10 The cost of ving in leland i 0 high because s0 many food productshave tobe 11 During a boom period the economy _quiekly and living standara improve and ving 1b @95 Listen and check. What do the bold words mean? € Door make? Put the phrases in the correct column, business with) a deal (= business agreement) desision job aloss (opposite profi) market research money somebody redundant well/bacly d @96 Listen and check, ‘AcrivaTion Cover the columns in e. Say the phrases in the list with do or make. VOCABULARY BANK SPEAKERS OF SPAN © Ritter 2. IDIOMS WITH BUSINESS Tinie i ‘business is an uncountable noun when it trots wade, wrk tes do buipse TROT crs sony core han owes compen shop otaony Fingaingtsteps budan rancor | SeSeeg ioe tee on 4 Match the sions with busing te the a 1M idk vt boon trish eying says agent. Nowe & een other bois 2 i Ne o>) people book her crn may tv ance 4 Bl Lara getdcomnto busines ht wey ‘we'll have a bres ‘fer an hour rac. 4. Shelovks ver devermned~ tee roman who Mears Susiess 5 1A Whatar0yo. 8 Imeor bones 67 tee your new boytrend?* 8 Mind your own busines 7 Hearranges to meet is exgetnend because they had some uninished business. 8 Why ae you taking your tenis achat ‘ona work wip i's never a good ides to mix business wth pleasure ‘important things that til need tobe Gincssed or deat wth 8 (informa) i's not something that concerns you CC start dealing withthe matter that reds ta be deat with, or doing the work that need tobe done D closec down because there ina mere ‘mony or wo £ liformal have serious introns F things that are discussed athe end ofen ‘offical mecting G tyto do'something enjoyable when akoneediowor H (efrraD think about yout om taisend ‘artes a + on aeual ACTIVATION Cover the idioms and look at the definitions. Say the idioms. Op.79A MISLEADING ADS Student A ‘a Read about the Volkswagen ad, Find out... 1 what the advertising campaign claimed 2 why twas misleading 3 what happened in the end, b Take turns to tell each other the tion about your ad. ¢ Which of the three ads do you think was the mos seriously misleading? Why? Volkswagen ‘On March 29 2016, the Federal Trade Commission (FTC) filed a lawsuit against Volkswagen about the advertising ‘campaign it used to promote its supposedly ‘Clean "vehicles. ‘The FTC alleged that ‘Volkswagen deceived consumers by selling or leasing more than 550,000 diesel cars bbased on false claims thatthe cars were low-emission, and envizonmentaly friendly’. In 2015, it had also been discovered that VW had been cheating in emissions tests (nits diesel cars in the US for the past seven years. In the end, the company agreed to pay a fine of over ‘4 bilion for false advertising, and may have to pay much ‘more for violating the Clean Air Act.9A MISLEADING ADS Student B ‘@ Read about the Danone ad. Find out. 1 what the adver 2 why itwas misleading ampeign claimed. 3 what hay b Take turns to each other the information about your ad ¢ Which of the three ads do you think was the most seriously misleading? Why? Danone ‘Ads for Danone’s popular Activia brand yogurt landed the compsny with a ill f $5 milion in 2010, “The yogurts were marketed as being ‘clinically’ and ‘scientifically’ proven to boost your immune system and abe to help to regulate digestion. ‘The Activia ad campaign, endorsed by actress Jamie Lee Curtis, claimed thatthe yogurt had special bacterial ingredients. As a result, the {yogurt was sold at 30% higher prices than other ‘similar products. ‘The lawsuit against Danone began in 2008, when US consumer Trish Wiener made a complaint. The judge overseeing the care said that the claims were rot proven. As well as being given a fine of $45 milion, Danone was ordered to remove the words ‘clinically’ and ‘scientifically proven’ from is labels9A MISLEADING ADS Student C @ Read about the Olay ad, Find out. 1 what the advertising campaign claimed, 2 wy twas misleading 3 what happened inthe end, b_ Take turns to tell each other the information about your ad © Which of the three ads do you thiol: vas the most seriously misleading? Why? Olay In. 2009, an Olay a for its Definity eye crearm showed former model Twiggy looking wrinkle-free ~ and @ ‘whole lot younger than her then 60 years. t turned ‘out thatthe ads were retouched ‘The British Advertising Regulator (ASA) banned the ad, after more than 700 complaints were made against it. twas concluded thatthe digitally-altered ads gave 2 ‘misleading impression ofthe effect the product could achieve” (lay’s parent company Procter & Gamble responded that it was ‘routine practice to use post production techniques to correct for lighting and other minor photographic deficiencies before publishing the final shots as part of an advertising campaign’.