10 Reading

Because You’re Worth it!

pages 140-141
10.12 mandatory (adj) /ˈmændətəri/
compulsory by law ● It is mandatory for food
companies to list ingredients on the labels of
10.1 billboard (n) /ˈbɪlbɔːd/
their products. ➣ mandate (v), mandate (n)
a large board where advertisements are
posted on a building or on a roadside 10.13 mindful (adj) /ˈmaɪndfl/
● Thanks to local activists, most of the aware; conscious ● Mindful of the risks
unsightly billboards which festooned the involved, he decided not to attempt the climb
national roads have been removed by law. alone. ➣ mindfulness (n)
10.2 juggernaut (n) /ˈdʒʌɡənɔːt/ 10.14 go down (phr v) /gəʊ daʊn/
a very large organisation which has be received or remembered in a particular way
overwhelming power ● Independent films ● The film went down well with the critics.
cannot easily compete with the Hollywood 10.15 gushing (adj) /ˈɡʌʃɪŋ/
juggernaut. over-enthusiastic in an insincere way ● Her
10.3 platform (n) /ˈplætfɔːm/ gushing endorsement of the washing powder
an opportunity to make your ideas or beliefs left viewers unconvinced. ➣ gush (v), gush (n)
known publicly ● She uses Facebook as a 10.16 disclaimer (n) /dɪsˈkleɪmə(r)/
platform to air her personal views. a statement which shows that a person or
10.4 cut-throat (adj) /kʌt θrəʊt/ organisation, etc. rejects responsibility for sth
aggressively competitive ● She could not ● The packaging included a disclaimer that the
afford any bad press that might destroy her supplements were not recognised as having
name in the cut-throat world of modelling. medicinal value. ➣ disclaim (v)
10.5 sitcom (n) /ˈsɪtkɒm/ 10.17 semblance (n) /ˈsembləns/
a TV comedy series based on the same group an outward appearance of sth which may
of characters in funny situations ● Wendy not be a reality ● The advertisement bore no
never misses an episode of the sitcom semblance of truth whatsoever.
Absolutely Fabulous reruns. 10.18 authenticity (n) /ˌɔːθenˈtɪsəti/
10.6 endorsement (n) /ɪnˈdɔːsmənt/ the quality of being genuine ● The authenticity
a statement made by sb to show they support of their claims are open to question.
sth ● Sales of the scent have increased since ➣ authenticate (v), authentication (n),
its endorsement from the popular actor. authentic (adj), authentically (adv)
➣ endorse (v) 10.19 intimacy (n) /ˈɪntɪməsi/
10.7 foray (n) /ˈfɒreɪ/ closeness between people ● The blogger
an effort to become involved in a different area developed an intimacy with her followers which
of activity ● He made a short-lived foray into helped promote her website. ➣ intimate (v),
the business world before becoming an author. intimate (adj), intimately (adv)
10.8 replete (adj) /rɪˈpliːt/ 10.20 trim (adj) /trɪm/
full with sth ● The article was replete with slim and fit-looking ● When we saw him
factual errors. perform live, he looked nothing like the
photoshopped trim figure from the profile
10.9 falsehood (n) /ˈfɔːlshʊd/
image. ➣ trimness (n)
the state of being untrue ● They set up an
experiment to test whether the advertising 10.21 infusion (n)) /ɪnˈfjuːʒən/
claims reading the shampoo were truth or a hot drink made from herbs or fruit ● A
falsehood. ➣ falsify (v), false (adj), falsely soothing chamomile infusion will assist
(adv) relaxation. ➣ infuse (v)
10.10 pseudo- (prefix) /ˈsuːdəʊ/ 10.22 gruelling (adj) /ˈɡruːəlɪŋ/
false; pretending to be true ● The pseudo- extremely difficult and tiring ● It was a gruelling
celebrity regularly appears on breakfast TV eight-hour flight made worse by the extra
chat shows. delay.
10.11 medication (n) /ˌmedɪˈkeɪʃn/ 10.23 dismantle (v) /dɪsˈmæntl/
a form of medicine ● You should avoid driving take sth to pieces ● The computer had to be
whilst taking certain medications. ➣ medicate completely dismantled to replace the part.
(v), medicated (adj) ➣ dismantling (n)

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10.24 credibility (n) /ˌkredəˈbɪləti/ 10.36 candid (adj) /ˈkɑndɪd/
the quality that makes sb appear trustworthy (of photos) taken unexpectedly while the
and respectable ● The scandal destroyed his subject is behaving naturally; open and direct
credibility as a politician. ➣ credit (v), credible ● The magazine was full of candid shots of
(adj), credibly (adv) celebrities, supposedly caught unawares as
10.25 attainable (adj) /əˈteɪnəbl/ they went about their daily lives. ➣ candour
that can be achieved or reached ● You (n), candidly (adv)
would be more self-content if you set more 10.37 unwitting (adj) /ʌnˈwɪtɪŋ/
realistically attainable goals instead of wearing unaware of what is happening ● She became
yourself out. ➣ attain (v), attainment (n) the unwitting victim of a telephone scam.
10.26 vouch for sb/sth (phr v) /vaʊtʃ fɔː ˈsʌmbədi/ ➣ wit (n), unwittingly (adv)
ˈsʌmθɪŋ/ 10.38 disclosure (n) /dɪsˈkləʊʒə(r)/
state that you can verify the good character the act of revealing sth that was previously
of sb/sth ● Can you vouch for Judy’s work unknown ● She took the publishers to court
experience? over the public disclosure of her letters.
10.27 rub off (phr v) /rʌb ɒf/ ➣ disclose (v)
have an influence on sb/sth else so that it 10.39 versus (prep) /ˈvɜːsəs/
adopts some of the same qualities, beliefs, used to compare two different things ● A child
etc. ● His optimism never fails to rub off on his can figure out the difference between hearsay
companions. versus facts.
10.28 sneaky (adj) /ˈsniːki/ 10.40 get into hot water (expr) /get ɪntə hɒt wɔtə/
secretive or deceptive ● That was a sneaky get into trouble ● You’re liable to get into hot
trick you pulled on your brother. ➣ sneak (v) water if you put too much personal information
10.29 camouflage (v) /ˈkæməflɑːʒ/ for the whole world to see on social media.
cover the appearance of sth to make it look 10.41 take a dim view of sth (expr) /teɪk ə dɪm
like sth else ● His natural looks are well vjuː əvˈsʌmθɪŋ/
camouflaged by hairpieces and botox. disapprove of sth ● Our science teacher took a
➣ camouflage (n) dim view of being called a geek.
10.30 suspend (v) /səˈspend/ 10.42 from scratch (expr) /frɒm skræʧ/
stop an activity ● Authorities have finally from the beginning ● When I realised my
suspended the search for the missing plane. essay was off topic, I had to start writing it
➣ suspension (n), suspended (adj) from scratch again.
10.31 snappy (adj) /ˈsnæpi/ 10.43 rake in sth (phr v) /reɪk ɪn ˈsʌmθɪŋ/
witty and easily remembered ● T-shirts bearing collect sth, especially money, in large amounts
snappy slogans hung outside the souvenir ● That actor must be raking it in from the
shop. coffee ads.
10.32 pepper sth with sth (expr) /ˈpepə(r) ˈsʌmθɪŋ 10.44 tantalising (adj) /ˈtæntəlaɪzɪŋ/
wɪθˈ sʌmθɪŋ/ tempting ● The tantalising view of the tropical
include large quantities of sth repeatedly in beach beckoned to them from the glossy ad.
sth ● Her Twitter feed is peppered with quotes ➣ tantalise (v), tantalisingly (adv)
from others more famous than she will ever 10.45 make money hand over fist (expr) /meɪk
be. ➣ pepper (n) mʌni hænd əʊvə fɪst/
10.33 plug (v) /plʌg/ make a lot of money very quickly ● The skilled
give words of praise to promote sth ● In his hacker has been making money hand over fist
cookery book, the chef avoided reference from online gaming.
to specific brands in order to avoid plugging 10.46 staggering (adj) /ˈstæɡərɪŋ/
them. ➣ plug (n) very surprising ● She has a staggering number
10.34 efficacy (n) /ˈefɪkəsi/ of followers who read her blogs on social
the ability to have the desired effect media. ➣ stagger (v)
● Exhaustive tests have been carried out to 10.47 overt (adj) /əʊˈvɜːt/
assess the efficacy of the medication. publicly open ● Pay no attention to their overt
➣ efficacious (adj) claims that using a credit card will solve your
10.35 manipulation (n) /məˌnɪpjuˈleɪʃn/ problems.
the act of controlling sb/sth by making 10.48 fall foul of sth (expr) /fɔːl faʊəv ˈsʌmθɪŋ/
them behave in a certain way ● Political do sth wrong or illegal often without intending
campaigners are adept at the manipulation of to ● The film fell foul of the censorship board.
public opinion. ➣ manipulate (v), manipulative
(adj)

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 10.49 explicit (adj) /ɪkˈsplɪsɪt/ 10.55 materialism (n) /məˈtɪəriəlɪz(ə)m/
open and direct ● The reasons why the post the way of life that puts money and
were deleted should be made explicit. possessions over everything else ● The
➣ explicitly (adv) economic downturn has led us to question
10.50 monetary (adj) /ˈmʌnɪtri/ the ethics of materialism. ➣ materialist (n),
related to money ● How can they market materialistic (adj)
goods of little monetary value at such 10.56 merchandising (n) /ˈmɜːtʃəndaɪzɪŋ/
extortionate prices? the activity or process of advertising and
10.51 egocentric (adj) /ˌeɡəʊˈsentrɪk/ marketing goods ● The trashy novel and film
self-centred and not considering the needs of became a box office success only through
others ● Who has time to read through all the clever merchandising. ➣ merchandise (v),
egocentric messages and photos on social merchandise (n)
media? ➣ ego (n), egoism (n), egoist (n) 10.57 momentum (n) /məˈmentəm/
10.52 effusive (adj) /ɪˈfjuːsɪv/ a moving object's (or similar metaphor’s)
appearing to be overly emotional ● I didn’t retention of kinetic energy ● Support for the
know quite how to respond to her effusive leading candidate began to lose momentum
welcome since we were practically strangers. as the election day drew near. ➣ momentous
➣ effusion (n), effusively (adv) (adj), momentously (adv)
10.58 franchise (n) /ˈfræntʃaɪz/
an agreement between a company and sb
Expressions who wants to market its products or services
using its brand name in a given place ● Airport
fall foul of sth
baggage handling services are run through a
from scratch
private business franchise. ➣ franchise (v),
get into hot water
franchisee (n)
make money hand over fist
take a dim view of sth 10.59 discern (v) /dɪˈsɜːn/
understand the meaning of or notice sth
● It was difficult to discern the source of the
misinformation. ➣ discernible (adj), discernibly
(adv)
Nouns: marketing 10.60 vanity (n) /ˈvænəti/
asset infomercial extreme pride in your own appearance or
benchmark infusion abilities ● Are compulsive selfies acts of vanity
billboard jingle or a sign of insecurity? ➣ vain (adj), vain (adv)
consumerism juggernaut
10.61 typographical (adj) /ˌtaɪpəˈɡræfɪkl/
desolation materialism
related to typing and the preparing of written
disclaimer medication
material for print ● His bank statement
disclosure merchandising
showed a staggering balance, as a result
endorsement momentum
of a typographical error. ➣ typography,
epitome platform
typographer (n), typographically (adv)
falsehood recession
✎ Syn: typographic
foray saturation
franchise semblance 10.62 promotional (adj) /prəˈməʊʃənl/
immediacy sitcom related to advertising ● They sent out a
promotional email to all their customers.
➣ promote (v), promotion (n), promoter (n)

Vocabulary pages 142-143-144 Adjectives

attainable overt
10.53 infomercial (n) /ˌɪnfəʊˈmɜːʃl/ candid promotional
an extended advertisement that emulates cut-throat replete
documentary style ● Until the last scene of the effusive snappy
infomercial, we’d made several guesses what egocentric sneaky
it was advertising. explicit staggering
10.54 jingle (n) /ˈdʒɪŋɡl/ gruelling tantalising
a short piece of music used in an inescapable trim
advertisement ● You know you’ve been mandatory typographical
watching too much TV when you start mindful unwitting
humming the jingles. ➣ jingle (v)

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10.63 classified (adj) /ˈklæsɪfaɪd/ 10.75 woo (v) /wuː/
a small advertisement in a newspaper or try to persuade sb to support sth ● Targeted
website placed by people who want to buy or offers of cut-price vouchers are aimed to woo
sell goods or services, etc. ● They sold their customers to overpriced restaurants.
old car through an online classified ad. 10.76 equate (v) /iˈkweɪt/
10.64 market share (n) /ˈmɑːkɪt ʃeə(r)/ regard sth as the same as sth else ● High
the relative number of sales of a product that earnings do not equate with happiness, but
one company has compared with sales of all they might help make life more comfortable. ➣
companies selling the same thing ● He claims equation (n), equality (n), equal (adj), equally
to have a 60 % share of the international (adv)
publishing market. 10.77 gear sth to/towards sb/sth (phr v) /geə
10.65 leaflet drop (n) /ˈliːflət drɒp/ ˈsʌmθɪŋ tuː/təˈwɔːdz ˈsʌmθɪŋ/ˈsʌmbədi/
a distribution of large numbers of advertising adapt sth to make it suitable for a particular
leaflets to homes, etc. ● As a student, he purpose ● The ad for snack bars was clearly
earned some cash by doing leaflet drops for a geared towards working parents.
promotional company. 10.78 saturation (n) /ˌsætʃəˈreɪʃn/
10.66 trade paper (n) /treɪd ˈpeɪpə(r)/ the point where sth cannot be added to
a newspaper with news exclusively related to because there is already an abundance
a particular type of business ● The latest word ● The best way to avoid saturation coverage of
in the trade papers is that a merger of the news events is to switch off the TV and media
telecommunication giants is imminent. threads. ➣ saturate (v)
10.67 cajole (v) /kəˈdʒəʊl/ 10.79 restraint (n) /rɪˈstreɪnt/
persuade sb to do sth through kind words sth that prevents sth increasing ● Those
● She had to be cajoled into doing the annoying marketing calls keep coming without
interview. restraint. ➣ restrain (v), restraining (adj)
10.68 coax (v) /kəʊks/ 10.80 charisma (n) /kəˈrɪzmə/
encourage; persuade ● Len tried to coax his the quality to charm and impress others
father into buying him a car. ➣ coaxing (n), ● She lacked the charisma and finesse of her
coaxing (adj) parents. ➣ charismatic (adj)
10.69 entice (v) /ɪnˈtaɪs/ 10.81 hypocrite (n) /ˈhɪpəkrɪt/
attract or persuade sb to do sth ● Promises sb who pretends to believe in or support sth
of cash rewards are used to entice clients to that they don’t ● He’s always recommending
change their phone providers. ➣ enticement products he’s never used himself. What a
(n), enticing (adj), enticingly (adv) hypocrite! ➣ hypocrisy (n), hypocritical (adj),
10.70 hype (v) /haɪp/ hypocritically (adv)
exaggerate the qualities of sth to attract 10.82 acquire (v) /əˈkwaɪə(r)/
attention to it ● Stunning landscape images obtain by buying or receiving as a gift; gain
were used to hype up the hotel’s location. by your own efforts ● Miranda has acquired a
➣ hype (n) reputation as film director. ➣ acquisition (n),
10.71 induce (v) /ɪnˈdjuːs/ acquired (adj)
cause sth to happen; persuade sb to do sth 10.83 compliment (n) /ˈkɒmplɪmənt/
● Even the offer of a bonus could not induce a comment or gesture that expresses
her to stay another moment in the job. admiration or praise ● It was a great
➣ inducement (n), induction (n) compliment to be invited to dinner by the
10.72 pitch (v) /pɪʧ/ mayor. ➣ compliment (v), complimentary (adj)
promote a product; put forward (an idea) 10.84 fraud (n) /frɔːd/
● The energy bars are pitched as a healthy a crime of cheating a person or organisation
snack despite containing harmful additives. out of money ● The gang were involved in
➣ pitch (n) large-scale internet fraud, cheating small
10.73 sway (v) /sweɪ/ companies out of cash. ➣ fraudulent (adj)
cause sth to change; cause sb to change 10.85 wear sb down (phr v) /weə ˈsʌmbədi daʊn/
an opinion ● Currency rates began to sway tire sb out so they agree to do sth ● The sales
dramatically when the election result was staff’s approach is to wear customers down
known. ➣ sway (n) with repeated phone calls until they give in
10.74 tout (v) /taʊt/ and buy something. It’s water-on-a-stone
try to persuade people to buy sth ● Street tactics.
vendors touted their wares at every corner.
➣ tout (n)

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 10.86 suck sb/sth in (phr v) /sʌkˈsʌmbədi/ˈsʌmθɪŋ 10.96 satire (n) /ˈsætaɪə(r)/
ɪn/ a form of criticism through humour often to
make sb get involved in sth ● Don’t get sucked exaggerate weaknesses in an amusing way
in to pyramid marketing schemes; the only one ● Aristophanes masterfully addressed social
who profits is the company owner. issues through satire in ancient time.
10.87 splash out (phr v) /splæʃ aʊt/ ➣ satirise (v), satirical (adj), satirically (adv)
spend a lot of money at once ● With discounts 10.97 sarcasm (n) /ˈsɑːkæzəm/
that were almost too good to be true, she the use of comments that have an opposite
splashed out and treated herself to a couple of meaning to what they say to criticise or make
new outfits. fun of sb ● ‘So the dog ate your homework
10.88 flick through sth (phr v) /flɪk θruː ˈsʌmθɪŋ/ again,’ said the teacher with more than a hint
look quickly through written material, of sarcasm. ➣ sarcastic (adj), sarcastically
photos, information, etc. ● In search of a (adv)
housewarming gift for his friend, Andy flicked 10.98 asset (n) /ˈæset/
through the pages of the brochure from that anything of value which a person or
well-known Swedish furniture outlet. company owns ● After the company declared
10.89 vacant (adj) /ˈveɪkənt/ bankruptcy, its assets were sold off.
unresponsive as though devoid of thought 10.99 benchmark (n) /ˈbentʃmɑːk/
● My enquiry about the comparative technical a standard used to draw comparisons against
specs of the various TVs on sale was met ● The country’s national health service was
with a shrug and a vacant look from the sales seen as a benchmark for the rest of Europe.
assistant. ➣ vacate (v), vacancy (n), vacantly ➣ benchmark (v)
(adv) 10.100 intimidate (v) /ɪnˈtɪmɪdeɪt/
10.90 persistence (n) /pəˈsɪstəns/ frighten sb into doing sth you want them to
the act of continuing to try to do sth in a ● The bank tried to intimidate them into settling
determined way despite difficulties our debts out of court. ➣ intimidation (n),
● My persistence paid off when the company intimidating (adj)
finally agreed to give me a refund for the 10.101 fracture (v) /ˈfræktʃə(r)/
faulty printer. ➣ persist (v), persistent (adj), break sth; split sth into pieces so it can’t
persistently (adv) function ● The ranks of the opposition party
10.91 strive (v) /straɪv/ fractured after their electoral defeat. ➣ fracture
try very hard ● The shop strives to retain its (n), fractious (adj)
existing customers through loyalty incentives. 10.102 repression (n) /rɪˈpreʃn/
➣ strife (n) (adv) the use of force to restrict a group of people
10.92 inescapable (adj) /ˌɪnɪˈskeɪpəbl/ ● Greeks suffered religious and other forms of
that cannot be avoided; unavoidable repression during the Ottoman rule. ➣ repress
● Counting their losses, they came to the (v), repressive (adj), repressively (adv)
inescapable conclusion that it was time to 10.103 desolation (n) /ˌdesəˈleɪʃn/
close the business. ➣ inescapably (adv) the feeling of loneliness and sadness; the
10.93 tank (v) /tænk/ state of a place that has been abandoned
fail by reaching a point with no hope of or destroyed ● He lived with a constant
growth ● When Greece's economy tanked, it sense of desolation during the long period of
translated into the closing of numerous family unemployment. ➣ desolate (v), desolate (adj)
businesses. ➣ tank (n), tanker (n)
10.94 recession (n) /rɪˈseʃn/
an economic period when trade and Nouns: behaviour & attitude
production levels are at a low, resulting in high authenticity persistence
unemployment ● The world economy has charisma repression
been in deep recession for the past decade. compliment restraint
➣ recede (v), recess (n), recessive (adj), credibility sarcasm
recessively (adv) hypocrite satire
10.95 scorn (n) /skɔːn/ inferiority scorn
an attitude towards sb/sth that you regard as intimacy vanity
stupid or inferior ● His suggestion was met manipulation fraud
with scorn from the store manager.
➣ scorn (v), scornful (adj), scornfully (adv)

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 10.108 raw material (n) /rɔː məˈtɪəriəl/
Phrasal verbs the basic untreated components used to make
sth ● China imports a number of raw materials
butt in rake in sth from Australia for use in manufacturing.
flick through sth rub off
gear sth to/towards splash out 10.109 swell (v) /swel/
sb/sth suck sb/sth in increase in size ● Due to the heavy rains, the
go down vouch for sb/sth river began to swell and burst its banks.
pepper sth with sth wear sb down ➣ swell (n), swelling (n), swollen (adj)
10.110 sparingly (adv) /ˈspeərɪŋli/
using sth carefully in small amounts
● Use inverted forms sparingly in your text.
Speaking page 149
➣ spare (v), spare (n), sparing (adj)
10.111 immediacy (n) /ɪˈmiːdiəsi/
10.104 butt in (phr v) /bʌt ɪn/ the direct importance and resulting urgency
interrupt rudely ● Sorry to butt in, but I’ve just ● Texting lacks the immediacy of face-to-face
had some serious news. discussion. ➣ immediate (adj), immediately (adv)
10.105 consumerism (n) /kənˈsjuːmərɪz(ə)m/ 10.112 epitomise (v) /ɪˈpɪtəmi/
the idea that people should buy and use goods be an accurate example of sth ● His books
in large quantities for a society to progress epitomised the living conditions in post-war
● The family got into extreme debt due to Britain. ➣ epitome (n)
excessive consumerism. ➣ consume (v), 10.113 epitome (n) /ɪˈɪˈpɪtəmi/
consumer (n), consumption (n) an accurate example of sth ● Materialism was
10.106 status symbol (n) /ˈsteɪtəs ˈsɪmbəl/ regarded as the epitome of success.
sth that people believe to show high social ➣ epitomise (v)
status and wealth ● Large cars, once a status 10.114 inferiority (n) /ɪnˌfɪəriˈɒrəti/
symbol, have simply become a tax burden for the state of being less important or of lower
most. quality than sth/sb else ● The book goes
a long way to debunk the myth of racial
inferiority. ➣ inferior (adj)
Compound nouns
leaflet drop
market share
status symbol
trade paper Video 10:
Skateboards from
raw material

Writing pages 150-151

Trash page 152
10.115 repurpose (v) /ˌriːˈpɜːpəs/
10.107 blight (v) /blaɪt/ adapt sth to make it suitable for another
destroy or damage sth ● The country has been purpose ● He repurposed his great-
blighted by public sector redundancies and grandmother’s old sewing machine to make a
company closures. ➣ blight (n) stylish table.

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