Planned obsolescence

I. Read the text about planned obsolescence and complete the gaps with the words below.
classic; different; focused; generation; life; looking; luxury; may; no; purchase; see; way; while; words;
year’s
Planned obsolescence is a business strategy in which the obsolescence (the process of becoming obsolete
—that is, unfashionable or 1. __________ longer usable) of a product is planned and built into it from its
conception. This is done so that in future the consumer feels a need to 2. __________ new products and
services that the manufacturer brings out as replacements for the old ones.
Consumers sometimes 3. __________ planned obsolescence as a sinister plot by manufacturers to fleece
them. But Philip Kotler, a marketing guru, says: “Much so-called planned obsolescence is the working of
the competitive and technological forces in a free society—forces that lead to ever-improving goods and
services.”
A 4. __________ case of planned obsolescence was the nylon stocking. The inevitable “laddering” of
stockings made consumers buy new ones and for years discouraged manufacturers from 5. __________ for
a fibre that did not ladder. The garment industry in any case is not inclined to such innovation. Fashion of
any sort is, by definition, deeply committed to built-in obsolescence. Last year's skirts, for example, are
designed to be replaced by this 6. _________ new models.
The strategy of planned obsolescence is common in the computer industry too. New software is often
carefully calculated to reduce the value to consumers of the previous version. This is achieved by making
programs upwardly compatible only; in other 7. __________, the new versions can read all the files of the
old versions, but not the other 8. __________ round. Someone holding the old version can communicate
only with others using the old version. It is as if every generation of children came into the world speaking
a completely 9. __________ language from their parents. While they could understand their parents'
language, their parents could not understand theirs.
The production processes required for such a strategy are illustrated by Intel. This American semiconductor
firm is working on the production of the next generation of PC chips before it has begun to market the last
one.
A strategy of planned obsolescence can backfire. If a manufacturer produces new products to replace old
ones too often, consumer resistance 10. __________ set in. This has occurred at times in the computer
industry when consumers have been unconvinced that a new wave of replacement products is giving
sufficient extra value for switching to be worth their 11. __________.
As the 12. __________ cycle of products has increased—largely because of their greater technical
excellence—firms have found that they need to plan for those products' obsolescence more carefully.
Take, for instance, the example of the automobile. Its greater durability has made consumers reluctant to
change their models as frequently as they used to. As the useful life of the car has been extended,
manufacturers have 13. __________ on shortening its fashionable life. By adding styling and cosmetic
changes to their vehicles, they have subtly attempted to make their older models look outdated, thus
persuading consumers to trade them in for new ones.
Planned obsolescence is obviously not a strategy for the 14. _________ car market. Makes such as Rolls-
Royce rely on propagating the idea that they may (like antiques) one day be worth more than the price
that was first paid for them; Patek Philippe advertises its watches as being something that the owner
merely conserves for the next 15. __________. At the same time as the useful life of consumer goods
becomes shorter, consumers hanker after goods that endure.
II. Match the words from the article (1 -10) with a correct definition (a-j).

1. bring out a. threatening to do harm or to do

something evil
2. sinister (adj.) b. if tights or stockings ~ or you ~ them, a
long thin hole appears in them
3. fleece (v.) c. to have the opposite effect to the one
intended, with bad or dangerous results
4. ladder (v.) d. to produce a new product and start to
sell it
5. backfire (v.) e. to give something used as part of the
payment for something new
6. durability f. to have a strong desire for something

7. trade sth in for g. to cheat or trick someone as a way of

getting their money
8. make (n.) h. the name or type of a machine, piece of
equipment, etc. made by a particular
company
9. hanker (v.) i. to continue to exist for a long time

10. endure (v.) j. the quality of being able to last for a long
time without breaking or getting weaker

III. Complete the sentences with the words from Task II. Use the correct verb form.
1. If you’ve got a pair of stockings that are _______________ or just not your colour, don’t throw them
away.
2. This rope is renowned for its high level of strength and _______________.
3. He had _______________ after fame all his life.
4. Some local shops have been _______________ tourists.
5. The political system established in 1400 _______________ until about 1650.
6. There’s a _______________ feeling about this old abandoned house.
7. They keep _______________ smaller phones.
8. His plan _______________ when Sue discovered the hidden presents.
9. What _______________ of car does he drive?
10. He _______________ his old car for a new Mercedes.
IV. Answer the following questions.
1. What is planned obsolescence?
2. In which industries is a strategy of built-in obsolescence common?
3. What may built-in obsolescence lead to?
4. Is a strategy of planned obsolescence for every market? Why / Why not?
5. Do you think that planned obsolescence is ethical?