Pronunciation Numbers and letters 8 In the following sentences IELTS candidates have

4 Sometimes it is difficult to hear the

endings
used adverbs that do not collocate with the verb.

Replace each one with an adverb from the box.

of numbers correctly. Listen again to two
examples
from the recording. Then circle the numbers Use each adverb once only. Change the word order
you hear. if
nçcesary.
EXAMPLES: It's the 80th anniversary of Finnish carefully closely considerably extremely
student sport.
highly severely signiffeentlhy
It's 18 euros a day.

1(15th) 50th EXAMPLE: Medicine has improved and life

2 1914 /4940 expectancy has therefore highty

39.13)/ 9.30 inereased. increased significantly
4(6°160°
519%190% 1 In fact, food is deeplytelated to a country's culture.
2 reallyfecommended an
6 10 It is

appointed as soon as possible.

that assistant is

traa Practise spelling out these famous names. Then 3 The air conditioning failed and my illness got
the recording terriblyworse þecause of this.
listen to to check your pronunciation.
ímportantto new
MICHAEL SCHUM ACHER 4 It is absolutely introduce

order to compete effectively.

SERENA WILLIAMS technology in

should be highly
TIGER WOODS 5, This is

considered
anoher fact that
when planning similar events in the
LANCE ARMSTRONG future.
PARK JI-SUNG 6 People have not respected the environment
6 With a partner, think of someother famous people enough and as a result have bitterly disturbed the
and take turns to spell out their names. Your ecosystem

partner should write down what you say. Check

each other's spelling.
Speaking Part 3
9 Brainstorm the questions below witha partne,
Vocabulary Intensifying adverbs writing down your ideas and any useful

In the recording, Pirkko said that the Games would be vocabulary. Then discuss the questions with a
a really speial event. The adjective (special) is made different partner. Try to use intensifying adverbs in
your discussion. This will helpyou in Part 3 of the
stronger by the adverb (really) that precedes it. While

this use of really is typical of informal spoken language, IELTS Speaking Module.
many intensifying adverbs are used in academic • What are the benefits of becoming a memberof a
writing. Try to learn which adverbs collocate with sports club?

certain adjectives and verbs, to sound natural. •Do you think enough sport is taught in schools
7 Choose the adverb that collocates with each nowadays?
adjective or verb in these sentences. • Why do international sports competitions
sometimes encourage strong nationalism?
The number of entrants for the competition
1 is
• Is important
it always to win at sport? Why, or
highly / surprisingly low in comparison with last
why not?
year's figures.
/
2 Support for the rugby team has been noticeably

bitterly thinon the ground.

3 The athletes had to run in extremely /bitterly
high temperatures and were worried about the
effects of dehydration.
4 It was a bitterly/ significantly cold winter and the
skaters enjoyed their longest season ever on the
frozen lake.

5 Sports facilities in and around the city are

surprisingly / significantly better as a result of a

local government initiative.

6 The 18-year-old player is highly /noticeably rated

for his ability to score goals.

ONLY A GAME 17
Writing folder1
Task 2 Planning an essay
In Task 2 of both the General Training and Academic
Writing Modules candidates have to
write an essay of at least 250 words.You should spend
about 40 minutes on this task and
is a good idea to take up to

it
five minutes planning your essay before you start writing.
1 Read the two tasks, A and B. Which task would
appear on the Academic Writing
Module and which on the General Training Writing
Module? Why?
A
GENA tnNNG
Write about the following
topic. Write about the following topic.
Some people believe that professional
sportsmen The amount of sport shown on television every
and women are paid too much money nowadays
in week has increasedsignificantly and this is
relation to their usefulness to
society. having an impact on live sports events.
Do you agree or disagree? Do you think the benefits of having more televised
Give reasons for your answer and include any relevant sport are greater than the disadvantages?
examples from your own knowledge or experience. Give reasons for your answer and include any relevant
Write at least 250words. examples from your own knowledgeor experience.
Write at least 250 words.

2 Here are two possible ways of designing an essay plan. Match each
plan to its task in exercise
1.
Mind map:

Fauar at ive matches

great varicty

telavsed
tkets Cost mae coseups of playars
sports

problem far smalla cubs flable tming

AAAAAAAAA
Paragraph plan:

Para 1 Introducton

autline topic

-give my basic pnion lagre/disagree)

Para 2 Salares / prospects of top sparts playrs

- incude amples: Davd Beckham? Martna Navratiava?

Para 3 Salares of other 'useful' jcbs

doctars
teachas

Frefightas

Para 4 Roe of spart n socicty

Para 5 Condusion

- restate my opinion
finish uth a strong sontace

18 WRITING FOLDER 1
 3 Read this essay and divide it into paragraphs 6 Write the following sentences under the three task

corresponding to the paragraph plan in exercise 2. Bheadingsbelow. Then add your own ideas.

Cross out any material you consider to be

irrelevant or inappropriate. For any paragraph that
1 Ticket rices have risen dramatically.
looks too short, decidewhat needs to be added, by
2 Sort has beccme an imyortant Farm entertaiment.
checking against the plan.
sffered Financial losses.
3 Smaller clubs have

4 Tof players can ask for large salaries.

Haw useful are sorts players to cr society? Do they 5 Fewer feople atterd live foot ball matches nowadays.

earn too mch money? This esSay will discUSS these 6 There are more V
chanels than ten years ago.

7 Larger Football clubs benefit fnarcially Eram TV

questions. If we consider the to sports players, it is

tre that they are aid huge salaries. for exomyle, the revenve.

an interest sfort.
foot baller David Beckham earns mllians with bis club and 8 Mare pecple have develoed in

then he is (aid more morey to endarse the roducts

varicus sortscamyanies. -I-wish I-cold earn a milicn

dallars wearing a fai cf football boots! Sortsmen
sport
by
Reasons for growth of televised
tend to earn a lot more moey than thei female

eqyvalents. In temis, Martia Naratilova has won more

2
titles than the greatest male players but her earnings

are probably signficant ly less. The mast useful jcbs in

society are those that hele reofle: doctars make feoqle

better when they are sick and teachers refare a new

Benefits
into society. Perhas the most useful
generation for entry
Job cf all is that of the Firefighter, who saves lves and

roperty on a regular basis. Yet firefighters are faid very

little and cften have to do a second job to earn enagh

L
money to live on.-ther feeple-insociety aart frem

sperts players-earn a-tot cf money. Scme tushessneN are

-millienaires. Srort is undcubtedly one cf ar main Forms k Disadvantages

entertaiment today. Even k feole dont go to Iive

matches, they watch sfort on television, either broadcast

lve or the highlights fterwards. Hawever, this doesn't

juStky such large salaries, in my ofinicn.

4 The essay 3 opens with two 'rhetorical'

in exercise 7 Now writethe first draft of an answer to task B.
questions. Used sparingly, rhetorical questions can Try to include some of the information you have
be an effective way of introducing the topic or just worked on in exercises 4, 5and 6.Your essay
raising a new point in an essay. Turn these notes for
should contain fiveparagraphs, including an
task B into rhetorical questions, starting with the introduction and a conclusion.
word given and adding any other words necessary.

1 so much sport broadcast Why...?

8 Use the checklist below to make any changes
2 in the best interests of sport Is... ?
necessary and then write your final answer.
3 effects of this on players What... ?
4 tickets sold at matches How many ... ? Checklist

5 viewers cope with sport overload Can... ? Have you

5 Look back at the Style extra on time adverbials
• answered of the
all aspects task?

(page 15). Expressions like these are useful for

• includedan and
introduction a conclusion?

task B.Why? made your paragraphing clear and logical?

)
)wh
3)
Is
HAT
ms
is

A
RoRy
THE
CA SAO

iw me
GcocAST
S iTEnEST OF Stca
TODAy?

'
• checked your
• used any
checked your
written
all

rhetorical

at
material

questions?
is

spelling and grammar?

least 250 words?
relevant?

O MATees VoaGAyS wRITING FOLDER 1 19

31 Brands

earS
SOap PUmA

Questions 3-9
Look at the following companies (questions 3-9) and the
list of statements below. Match each company with the

statement made about it.

Choose your answers from the box and write the letters
A-K next to questions 3-9.

A created one of the earliest brands

B was the first company to realise the value of

advertising

C has increased the number of brands it produces

1 In pairs, think of some well-known brands of cars, D has lost its dominance of the market
clothes and accessories - that is, products E makes brands which compete with each other
identified by name. Some should be
a particular F makes products that are unrelated
international and somefrom your own country. G sells several variations of the same basic product
Then discuss these questions: one brand
as

• Are you loyal to any brands: that is, do you H may not manufacture its own brands

always try to buy that particular brand? I only sells products using its company name
• Do you want other people know to you buy a
J sells through the Internet

brand?
particular K uses something visual to identify its brand

• the
Do you buy any products without considering
Example: Answer:
brand name?
0 Levi Strauss ...D...

Although someof the other options are also true of

Listening Levi Strauss, only D reflects what the speaker says
about the company.
2 You are going to listen to a monologue similar to
section 4 of the Listening Module. It is in two parts.

0 Questions 1 and 2
A, B or C.
Test spot
Remember that this is a test of your listening, rather than of
what you know about the topic,so answer the questions
Choose the correct lette,
according to what you hear.The questions are in the order in
1 What does the speaker say about the term product? which you will hear the information on the recording.
A should be applied only to manufactured goods.
lIt
In matching tasks the words and phrases in the box are
usually
B The general public often misunderstand
it.
allmentioned, but not in that order, and you will not need to
C The way is used has changed. use them all. It may be helpful to underline the key words in
it
the rubric, questions and options before you listen. TF7
2 According to the speaker, is becoming more
it
Common people
for to
3 Pears 7 Yamaha
sell.
A apply for jobs as if they have something to
4 Microsoft 8 Tesco
B place adverts when they are looking for a job. 5 Procter & Gamble 9 Coca Cola K

C between themselves and

identify similarities 6 Ford
various products.

20 UNIT 3
 nouns adjectives
Vocabulary Word building verbs

*************.i.. product.
(un).C2NE
3 Complete this tablewith words ...
PlonPoductivity ...****
related to the ones given, most of

which you heard in the recording. CoNSUmE consumer,.cOmSmTo

Use an
if
English-English
necessary.
dictionary
competition,
Sm eoo (un).De
very similar
4 Complete each sentence using a word from the 6 The a and b sentences below have
3in form. are written in a more
table in exercise the correct meanings, but the b sentences

1 Many manufacturers these days are trying to formal style.

noun (singular or
appeal growing number of coN.SAARS..
to the Complete each b sentence with a

who are concerned about environmental the the box.

plural) formed from one of
issues. verbs in

2 The meetingwas very UN P2obO as the

*********s**********.
consume deduce perceive purchase
chairperson was ineffective.
reduce
3 As countries grow more prosperous, the recognise

.ofnon-essential goods rises.

4 Manufacturers try hard to ensure their 1 a People mostlybuy things to use themselves.
ComeETnD es don't get ahead of them. b People make most of their eCHnsts
5 Oilwill soon run out if we continue to for their own...aNSmnN
Com SmE it at the current rate. 2 a A brand image'is how people think of the

6 In order to remain COmlETe many brand; forexample,one brand might be

companies move production to regions or thought of as young and fashionable.
countries with lower labour costs. A 'brand image'is made up of consumers'

7 There is an increasing demand for

PELOEONS .andbeliefs concerning the
grown agricultural UCE|os organically
brand.

3 a Companies often use a logo to help keep a

brand in people's minds.
Pronunciation Stressed vowels
b Companies often use a logo to strengthen

5 Mark the stressed syllable in each of these

brand L=GOGNON
words, then listen to the recording and check your 4a prices can be bad for sales of luxury
Cutting

The first one has been marked. goodswith an image of being exclusive.
answers.
b Price EgnONS can harmnsales of
0 pro'duce (v) 6 productivity luxury goods with an image of being exclusive.
1 producer 7 compete 5 a The production manager thought hard, and
2 8 competitor worked out whysomegoods were faulty.
3
product
produce (n)
4 production
9 competitive
10 competition
b Through a
production
process .ANNthe
of
manager identified the reasonwhy
5 productive some goods were faulty.

7 In small groups, imagine that you're going to

Style extra launch a new line of clothing. Discuss what image
you want the clothes to have, and how you would
The languageof lectures and academic writing is advertise them.
typically fairly formal and impersonal, with, for
example:
• fairly complex sentence structures
Useful language
• passive sentences
Image
technical expressions luxury, upmarket, downmarket, sporty, casual, smart
relatively formal, often long, words
Advertising
• a tendency to use nouns rather than verbs (for TV and radio commercials, magazines, billboards, sponsorship,
example, The mass production ofmost consumer target market

goods results in there being few differences

between them, rather than the less formal Most
consumer goods are mass-produced, and so they

aren't very different from each other.)

BRANDS 21
 3:2 Reading
2 As you read this article, decide which of the four statements A-D best
sums up the writer's main point.
1 Think of pop groups who A The general public do not fully understand business methods.
are
famous in your country.Do BThere is something wrong with present-day values.

you know how theywere C Hear'Say was a unique phenomenon.

formed? Can you think of other D Television is essential for success in pop music.

ways of forming a pop

group? about 550 words

unstoppably self-fuelling - the faster 65

their fame increased, the more the

audience wanted of them.

earts far,Sale
Hirst there were simply goods shortlisted to take part in
Within
however,
public
two

hostility

existed, alongside
years

the group

and the pressures of music

of

- which
its

split

the mass
formation,

up, blaming
certainly
adulation
industry life.
-
70

that Popstars, a
we could buy, and Other groups have been branded and
services we talent show on British television. Here
could pay someone clse to they performed in front of three marketed as aggressively as Hear'Say;
provide. Then came brands, irst of all 45 judges, who chose the five people
none as quickly. As their licensing
they
5 for manufactured goods, and later for considered best embodied manager admitted, they were marketing
their
services, too. In the next stage even the group before they even knew who
concept of the group– two young
people became brands. Drawn from men and three young women, all ablg was going to be in Hear'Say succeeded

it.
the world of business, and in because they briliantly exploited
particular to sing, dance, and handle press
of marketing, branding would have @) 50 conferences and interviews, and all
marketing's Big Idea - namely, the 80

10 been an alien concept to Leonardo da The quickest way to your customers' wallets is
good-looking. perfect pop group.
Vinci or Beethoven, through their hearts.

or most other self The

Hear'Say marketing lore

is
respecting artists and that the consumer

is
musicians, and one swamped with 85
15 that the vast majority
products and the only
would have rejected. brands which wil

What's happening succeed are those tha

now,however, is that make an emotional
the creativity displayed Connection. 90

20 by an artist - or more Increasingly, what we

often a musician-is want is to buy our
turned into a brand,
values - we need
something to be products to bring
marketed and sold, meaning and purpose 95

25 as though there were into our lives.

no difference between The danger is that this

a talented and commercialisation of

internationally our private world
renowned singer and a bar of chocolate. Out came an official video of the TV breeds cynicism and emotional 100

At most cases the singer or the series, dolls, posters, a line of clothing detachment: happiness is reduced to no
30

artist
least in
has proved their worth, and - all ways of turning music into a more than having the latest mobile

have
branding takes place on the back

their talent and success. But

gone one step further: the brand

now we
of 55 business, and
brand. Within

Created in a
making money from
a few
television
weeks of being
contest,
the phone.

humannature
Emotional
ultimately generates
which
exploitation
apessimisn
assumes that
about e 105

Hear'Say had gone from obscurity everyone is a brand, with some

35 comes first, and the mere human to failing

A having a number-one single, video, and some succeeding, and that

beings are chosen to classic
-and
fit.
60 and other merchandise there everyone is out to 'sell themselves in
example of the manufactured pop life's great talent contest. It is
was even an hour of prime-time as a
group is Hear'Say. television about their short lives and reflection of our times, rather than as 110
More than five thousand people
Hear'Say have
breathtakingly brief careers.The musicians, that their
40 auditioned to join the yet-to-be Hear'Say phenomenon became greatest significance.
formed group, and ten of them were

22 UNIT 3
 3 Answer these questions. 4 Underline the key idea in each sentence.

of Hear'Say shows is that fame

1 What the success
can be manufactured.
Test spot the members of
2 It was in a talentcontest that
This task type is mainly used to test your understanding of the
Hear' Say met.
behaviour
because our emotions affect our
writer's opinions or claims -whether or not you agree with them.
The statements are in text order. Not qiven means that there isn't
3 It is

that advertisers appeal to them.

enough information to work out the writer's opinion, TF 2
group
4 What surprised many people was thatthe
Do the following statements agree with the views of the
was marketed before it existed.
writer? 5 These cleft sentences are being used to correct

Write mistakes. Underline the key idea, and complete

each sentence with some incorrect information.
YES if the statement agrees with the views of
advertising in
the writer EXAMPLE: It was business that started

NO if the statement contradicts the views of the nineteenth century, not the

...
the writer govermment.
NOT GIVEN if it is impossible to say what the writer
1 It was in the 19th century that advertising first
thinks about this
became common,not ..e 2ot
Example: The introduction of brands for goods and 2 It was to increase their sales that businesses

services was an undesirable development. started using brand names, not . eaewe cs
Answer: Not given. (Therelevant section of the text 3 What was
underlined. does not indicate the writer's
is

use of brand names, not

new in

e aeh
the nineteenthcentury was the
It
opinion of the introduction of brands.) 4 What most consumers want is low nri not
Ng Beethoven would probably have accepted the idea of It is the power of marketing that Hear'Say's
branding. success demonstrates,not ..en

NG2 The judges on Popstars were well qualified for their

taint
roles. ttalecl aei 3Aucy ctwo
a
NO3 The people chosen to form Hear'Say lacked talent. Speaking Part 2
o4 Hear'Say's licensing manager built his success on his

experience of marketing other groups. Nt hehol

Appealing to people's emotions is an effective way of Test spot
selling products. In the second part of the Speaking Module you are given a topic

N°6 The most successful products are those that are best
and asked to talk about
of vocabulary
it for one to two minutes. Use a variety

and grammatical structures to show what you

at what they are designed to do.
know. TF3
NO7 The general public is becoming concerned about the

increase in cynicism. ntup is Sad aotthe puse

6 Spend a minute thinkingabout the topic below and
Commercialisation is affecting our attitude towards
making brief notes,then talk to a partner for a
other people.
minute. What you say doesn'thave to be true. If
you can't think of an effective logo,invent one.

Grammar Cleft sentences

Describe a logo that you think is effective.

Cleft sentences are often used in academic language You should say:
to focus attention on the key message of a sentence. what brand or company the logo is used for
They are divided into two sections (cleft means where you have seen the logo
divided), each with its own verb. what the logo looks like
Look at these sentences from the reading passage, paying and explain what makes the logo effective.
particular attention to the underlined sections, These
contain the writer's key idea.

Wha's happening now, however, is that the

Useful language
creativity displayed by an artist - or more often a
eye-catching well-designed colourful stylish
musician-is turned into a brand.
memorable intriguing
It is as a reflection of our times, rather than as
musicians, that Hear'Say have their greatest
significance.

Gpage 139
BRANDS 23
Test folder 2

True / False / Not given and

Yes /No / Not given
(AcademicReading and General Training Reading
Modulesonly)
You will be given some sentences which relate to the
1 The first passage is about 400 words long.
reading passage. The sentences follow the order of the
passage.

You must decide whether each sentence agrees with the

How Product Placement Works
text or contradicts it, or whether there is not enough Have you ever watched a television show or a movie and
information in the passage for you felt like you were watching a really long commercial? If so,
to decide.

| |
True False Not given is used to test your
then you've
Clever marketing
been the victim of bad
folks want their
product
products to
placement.
be visible
understanding of factual information. Yes / Nol Not within a scene, but not the focus. When done correctly,

given is used to test your understandingof the writer's product placement can add a sense of realism to a movie
opinions. or television show that something like a can simply
marked 'soda' cannot.

Product placement dates back to at least the early

Advice 1950s when company paid to have a
a drinks character
in the movie The African Queen toss loads of their
• Skim the whole passage before you start working product overboard. Since then, there have been
on any of the tasks. Then read the instructions, countless placements in thousands of movies.

so that you know what you need to do.They are Sometimes product placement just happens. A set
dresser might think of something to boost the level of
not always phrased in the same way.
credibilityor realism of the story. One example is the use
Read the first statement. It mnay help to underline of a can of ant killer in a violent fight scene in the
key words.
popular television programme The Sopranos. A
Look through the passage to find the relevant spokeswoman for the manufacturer said the company
information, and think carefully about what it was not approached about the use of their product and
means. Underline the part of the text that they would not have given a thumbs-up.
it
contains the answer.Decide if the statement Then there are arranged product placement deals.The
the passage or is Not most common type is a simple exchange of the product
agrees with or contradicts
for the placement. A deal is made; in exchange for the
given. Rememberyou must base your answer on
airtime, the cast and crew are provided with an ample
what is in the passage, not on your own supply of the companys products.
knowledge or what you think is likely to be true. Sometimes, a gift of the product isn't an appropriate
Not given means that there isn't enough form of compensation, so money powers the deal.

information in the passage to decide if the Someone from a manufacturer's marketing team hears
about a movie project, and approaches
statementis True or False (or Yes or No). the set dresser
in turn. If with a financially attractive proposal. They come to an
Continue with the other statements
agreement, and the product makes a number of
you can't find the relevant part of the passage, it seemingly casual appearances. Both teams are happy.
probably means that the statement is Not given. Before product placement really saw a surge in the
• Always give an answer- you won't lose any mid 1980s, it was pretty much a do-it-yourself effort. Now
marks if it's wrong. If you're not sure, choose there are entire agencies that can handle the job. Some
Not given. larger corporations will dedicate personnel to scout out
opportunities for product integration or placement within
films, televisionshows -even games and music.
Both these reading passages are similar to those in the The next time you watch
a movie, keep an eye out for

Academic Reading Module and Section 3 of the General products or brand names you recognize. It's highly likely

Reading Module, except that they are shorter. that youll see one of the major soft drink companies
Training
represented. 'And how, you'll wonder, 'can the actor
hold the can just the right way every time so that the
logo is perfectly visible?"

24 TEST FOLDER 2
 Do the following statements agree with the information 2 In based on the reading
the next set of questions,
given in the reading passage? passage below (about 300 words long), you are being
Write
tested on your understanding
of the writer's
TRUE if the statement agrees with the opinions or claims, whether
or not you think they
information are correct.
FALSE if the statement contradicts the reflect the claims of the writer in
Do the following statements
information
the reading passage?
NOT GIVEN if there is no information on this
Write
Example: Good product placement draws the viewer's the
YES if the statement reflects the claims of
attention to the product.
writer
Answer: False (Clever marketing folks want their
the claims of
products to be visible within a scene, but not NO ifthe statement contradicts
the writer
the focus.)
NOT GIVEN if it is impossible to say what the writer
No 1 The first instance of product placement was the idea
thinks about this
of a movie company. (ntuine) When establishing a Personal Brand ldentity, you
2 Product placement may be intended to make a movie 1

should compare yourself with your competitors.

more convincing.
N is necessary to understand the network of,
3 The manufacturer of ant killer allowed its product to

It
F

be used in The Sopranos. relationships in which your customers are situatay

T 4 Arranged product placement generally results in the NO3 The
skills
best

you
form of personal
enjoy,
branding

whatever the response of your

involves using the

movie personnel receiving supplies of the product.

NG Film makers would rather be paid than receive goods. 'customers'.

E 6 Product placement has àways been the responsibility The organizations in which we are involved can affect
our behaviour.
of specialist teams.
T7 Certain brands of soft drinks can be seen in many YES5 It is

and our
useful to emphasise
competitors.
contrasts between ourselves
tue
movies.

NG6 The way we speak contributes to the image we present.pooge'

ND 7 Personal Branding provides an ideal type of person
that everyone should try to copy.

Building a Personal Brand ldentity

Your Personal Brand ldentity is created by finding the Whether we are competing or a mate, we all for a job
intersection of who you who you want to become,
are, have 'competitors, and in our personal lives,
in business
and what your 'organization' and customers' want that we need to be aware of. By finding the
best 'position'
from you, to any competitors() to take relative to these
all relative competitors, we can make
ourselves seen as not only different to them, but better.
All brands have customers, products, and competitors.

()Your 'customer' may be a boss, friend or relative. The Your Personal Brand the
identity is image that
goal Personal Branding is to build and/orimprove surrounds you. Just like brand-name
of
clothing, our
your trust relationship with the target customer.
personal identity is a 'package' consisting of ourselves
You are a 'product with features and benefits, certain
as a product' that is part a larger 'organization' with
of
'customers' and 'competitors'. Your brand image
skills and special talents that other people value. In is

creating your Personal Brand, ideally you want to use

communicated by what you wear, your hairstyle, your
those sills and talents that are highly valued_by your personality, and your physique.

'customer' and that you enjoy using. The goal of is not about being
Personal Branding

You are part of a larger organization'. We all live and

someone we not about exaggeration
aren't. It is or
work in these, whether
our family or the place we
it is egotism. It is simply about becoming the best You. It
is about finding your own personal essence that, at the
work. These have written or unspoken
organizations
values and cultures that have a big impact on how weU same time, is valued by people in your organization.
act. They are important to our success and happiness.

TEST FOLDER2 25
 41 Spotlight on communication

The Complexit of Animal CommUnication

A Communication is by no means a human monopoly, although our
languages make possible by far the most detailed and subtle forms of
communication that we know of. Most vertebrates (that is, mammals, fish,

birds, reptiles and amphibians) can distinguish the sounds made by

5 different individuals, so they are able to tell whether a sound is made by a )

parent or offspring, another member of their species, or a stranger.

Virtually all owners of cats and dogs can provide evidence of their pet's
skills at communicating: not just with their own species -to warn off an
intruding cat or dog, say – but also with their owners: demanding
10 asking to be let out, greeting them when they return home.

B Apes, monkeysand many other primates have evolved fairly elaborate

systems of calis for communicating with other members of their species.

These sounds can be placed in three main categories: food calls, warnings of
Y\ the presence of predators, and calls for help. The 'vocabulary' of most

15 species amounts to only a handful of distinct sounds. However, the vervet

monkeys of the Rift Valley in Kenya appear to have developed many more
calls, each with its own meaning, making theirs by far the most complex
communication system of any animals other than human beings.

C The monkeys spend most of their time in the treetops, where they are
?20 generally safe from predators. However, every morning at first light they
2 climb down to search for food at ground level. Here they are far more
exposed, and so at greater risk from predators. In order to minimise that
risk, one of the vervets acts as guard.
1 In small groups, discuss these a

questions. D If the guard sees a leopard approaching, emits a loud barking call
it
25 and the monkeys run into the trees, where the leopard can't follow them.
• How many different ways of When an eagle is sighted, the warning a double-syllable cough. Other
communicating can you vervets respond by looking up into the air, then seeking shelter among the
think of, for example, dense branches of trees or bushes, where the eagle won't follow them for
fear of damaging its wings. The warning
speaking face-to-face, facial that a snake is approaching is a

expressions? What can be 30 noise which the researchers who first studied vervet communication called
a 'chutter' sound (apparently from the noise made by a
communicated using these motorcycle engine
that is getting a lot of fuel). The monkeys stand up
methods? on two legs and look in

• How do animals and birds

the grass,
E Each
then

sound
run to safety.

is only used in its own

communicate? precise situation. In effect, it means
35 There's a leopard- or eagle, or snake - coming. Experiments using
recordings of the alarm calls when no predators are present show the same
responses. The monkeys understand and respond to the call itself.

Reading F Young vervets imitate the calls, and, like young children, at first
overgeneralise their meaning. A toddler brought up in an English-speaing
2 Skim this passage. Don't worry 40 environment will come to the conclusion that the past tense of
about anything you don't all verbs ends in -ed, and will use goed and runned as the
understand. Either in your head past of goand run, before discovering that not all verbs
follow that 'rule'. Similarly, infant vervets also use the
or on paper, summarise the
leopard warning call when see various other mammals,
they
main topic or point of each
45 the eagle alarm for other birds, and the snake cry for
paragraph in asingle sentence.
anything similar to a snake. As they mature and gain
about 625 words AO experience, they begin to use the calls correctly.
G Eagles are not only a danger to vervet monkeys:
they also prey on small such as the superb
birds,
50 starling. This species has its own alarm call for
eagles, which vervets recognise. When a starling
squeaks the warning "danger in the air', nearby
monkeys repeat it- translating it into their own
term - and all the birds and monkeys rush for
65 safety.

26 UNIT 4