The semi – scientific approach

The word: 'scientific' has a magic effect in America. You may put up a notice, 'Scalp massage': this is quite ineffective. But if you say: 'Scientific scalp massage' - that is different matter. After all, the least you can expect is that your scalp should be massaged by a scientist. A shoe polish manufacturer invented the verb 'to lanolize'. Other shoe polishes just clean your shoes – nicely, cleanly, efficiently – but E shoe polish lanolizes them. The word has no meaning whatever but it is quite obvious that everybody would much rather have his shoes lanolized than merely cleaned. I am a rather lazy shoe lanolizer but I just could not resist the temptation... And all good people in America would much rather spend their time lanolizing, saturnizing, constricting and pafagonizing than washing and cleaning, because washing and cleaning, after all, are rather dull.

The other approach on the same line is to give people statistics. You sale, for instance, that Amalda floor polish gives 42 per cent more shine to the floor with 37 per cent less effort than any other make. If anybody questions your statement and declares that its stupidity is too obvious for any child over the age of four, you smile in superior way and explain to him that this has been 'scientifically' proved. If he is still unconvinced, tell him that the real explanation lies in the fact that any other floor polish cleans the floor but Amalda platonizes it.

1. Ответьте на следующие вопросы к тексту:

1) What do the advertisements have?

2) What do they tell you?

3) What do you know about logical conclusion?

4) Do you agree that people are too intelligent to believe silly statement?

5) What is the temptation in lanolizing?

6) What is the approach based on?

2. Найдите английские эквиваленты для следующих слов;

реклама достигает цели, вы можете жить дольше, иметь логику, определенный сорт кетчупа, найти доказательства, довольно ленив, слово не имеет смысла.

3. Переведите следующие слова и словосочетания:

to take a solemn oath, may happen in future, to have a logic of theirown, a certain orange squeezer, to inherit large sums, ineffective, constructing.

Определите главную идею текста.