• ..•.

- •
•
Summarizing
Pronoun referents
Comparing and
contrasting
Complex sentences
Discussion point Comparatives and
superlatives
Discuss these questions with a partner.
I Look at the picture. How would you describe this building?
Where do you think it is?
It looks really ...
2 What are some of the biggest buildings in your country?
Do you know what's in the buildings?
The tallest IJUildil1jis located in ...
It's used for ...
3 What are the advantages and disadvantages for consumers of buying
from large companies?

SCALE UNIT4 37
 Vocabulary preview
Complete the sentences with the words in the box.

behavior consumers debt demand generation satisfaction

I In the past went to several small stores to buy groceries.

2 E-commerce has affected consumer , allowing specialized
stores to take market share in a global marketplace.
3 Online presence means that a small business can meet consumer overseas.
4 A change of attitude toward means more people borrow money from the bank.
S Our grandparents' did not have easy access to credit cards.
6 Consumers want instant ; if they want it, they buy it.

READING 1 The superconsurner generation

Before you read
Discuss these questions with a partner.
I Where do you shop most often? Do you ever shop online?
/ normally shop In", / buy/don't buy ... onlt'ne.,.,
2 What was the last thing you bought from a shop?

Global reading
SUMMARIZING
Summarizing is giving a brief statement of the mast important paints of a
text. As you read, highlight or underline the main paints of the text. Then
use the information to write a summary. Even when you are just writing a
summary for your notes, you should use your own words to avoid potentially
plagiarizing the work if you decide to use it in an assignment later.

1 Read The superconsumer generation. Look at the summary of the first half
of the text. What is good about it? What would you change?

Shopping malls have grown dramatically in size to satisfy to day's consumer

demands. in particular those of Generation Y, people born in the late
seventies to early eighties. Worldwide. Gen Y-ers are showing more and
more similarities in their consumer behavior. Where previous generations
bought from locally owned businesses. Gen Y shop at large multi-national
retailers such as Walmart. which has 8.500 stores in 15 different countries.

2 Read The superconsumer generation again and complete the second half
of the summary using the words in the box.

choice debt decade demanding explosion

loyalty online understand

Generation Yhas a huge (1) of products, especially when they shop (2) _
Due to the (3) in online shopping over the last (4) , it has become a normal
way to shop for Gen-Y. Large companies want to target Gen Y-ers because they spend a lot and they do not
worry about (5) , However, they are also very (6) . Companies need to
(7) them if they want to gain their (8) _

38 UNIT 4 SCALE
Close reading
Read The superconsumer generation again. Mark each sentence T (true), F (false),
or NG (not given).
1 Almost as many people go to the Dubai Mall every week as live in Dubai.
2 Gen Y-ers were all born in the 1970s.
3 Walmart has a bigger income than many countries in the world.
4 People spend more on the internet than in stores.
S Generation Y-ers have grown up with credit cards
6 Gen Y-ersare not important consumers.
7 Technology can help keep Generation Y loyal.

At over a million square meters, and with over 1,200 stores, Gen Y-ers are prime targets for retail companies
the Dubai Mall is an absolute monster in mall terms. The becauseof their spending power and attitude
750,000 people who visit it every week can find almost any to shopping. In the [Link] their purchasing
product to satisfy their demands. As monuments to modern power as a group stands at $108 billion. And
consumerism, such mega-malls could be seen as a natural if they don't have enough money to buy what
home for Generation Y, the biggest-spending and most they want, they turn to their good friend,
demanding generation of consumers the world has ever seen. the credit card. Credit cards became a global
phenomenon in the 1990s,so they are a
Generation Y is the name given to the group of people
normal part of life for Generation Y. In the
born between the late 1970sand early [Link] lifetimes
past, many people viewed getting into debt as
have coincided with huge changes in the way we spend our
something negative, but now using credit cards
money, and members of this group are demonstrating more
is common. Rather than saving to buy, today's
and more behavioral similarities acrossa range of countries
younger generation happily usescredit to gain
and cultures. When it comes to shopping, Generation Y
instant gratification.
thinks big.
Gen Y-ersthough, unfortunately for companies,
While their parents' generation may well have known many
are considered the toughest group yet to
store owners personally, members of Generation Yare
satisfy. One of the biggest challenges facing
more likely to buy from huge multinational companies like
companies is the fact that Gen Y-ersdo not
Walmart which has 8,500 stores in 15 different countries.
want to be labeled or put together into one
In 2011 Walmart made salesof over 400 billion [Link],
group. They want products and servicesto be
which is bigger than the GDPof 150 countries worldwide.
adapted to meet their needs as individuals.
While consumers of the Generation Y era can choose from a The group is wary of any attempt to influence
huge range of products at giant shopping malls, they have them and unlikely to believe any advertising
even more choice online. Gen Y-ers,asthey are known, have [Link] they expect any problems to be
grown up with the Internet, and using technology in all areas solved instantly.
of their lives is second nature to them. In just over a decade,
The older and wealthier Gen Y consumers
internet shopping has seen an explosion in growth. In the
become, the more important it is for companies
U.K., for example, consumers spent just £800 million online in
to understand them. If a company can use
2000; by 2010 this had grown to almost £60 billion. Amazon,
technology to personalize its products and
the world's largest online retailer, sells such a wide variety of
services,it might just gain the loyalty of the
products they have to be stored in huge warehouses the size
least loyal consumers in history.
of 10 soccerfields.

Developing critical thinking

absolute (adj) I'rebs::l,lutl
Discuss these questions in a group.
coincide (v) I,kovrn'saldl
1 Think of your parents' and grandparents' generations. Are they different
range (n) Irernd31
from you in the way they shop? Why do you think older generations are
often slower to accept technological changes?
2 Do you think the change in retailing is positive or negative? Think of at
least two positives and two negatives.
SCALE UNIT4 39
 READING 2 The sky's the limit
Before you read
1 Think about how a city in your country has changed during your lifetime.
Work with a partner. Make notes on the topics in the box.
How toll buildings can
2 Share your ideas with another pair. change cities.
The size and design of
Global reading buildings
Why cities change
1 Skim The sky's the limit. Then match the headings with the paragraphs.
I Why are tall buildings built? paragraph _
2 The financial impact of tall structures paragraph _
3 The history of tall buildings paragraph _
4 The future paragraph _
S An example of a controversial tall building paragraph _
6 Tallest skyscrapers of the last hundred years paragraph _

Close reading
PRONOUN REFERENTS

Pronouns are used instead of repeating the some word many times. They
commonly refer backward to a nome or ideo, but they can also refer
forward. It is important to understand which ideo the pronoun refers to in
order to fully understand the text. These are some of the most commonly
used pronouns:
People
he, she, we, you, they, who, them, my, your, her, his, our, their, me, him,
her, his, our
Objects and ideas
it, this, these, those, that, there, its

1 Look at paragraph 2 of The sky's the limit. Find each of these pronouns
and decide what each refers to.

it these this

2 Read The sky's the limit. Find these pronouns. What does each refer to?
1 it (paragraph 4)
2 its (paragraph 5)
3 its (paragraph 6)
4 it (paragraph 6)
S that (paragraph 6)

40 UNIT 4 SCALE
 & For centuries some of the tallest 4 Tall buildings are seen as a symbol of
buildings in the world were religious success and status by many but they are not
buildings, but few were ever more than 150 always popular with local residents, particularly
meters tall. Almost all of these buildings in some historic cities. London is very old and
took decades or even hundreds of years to is spread over a vast area, so there are not
complete. However the invention of steel many tall buildings in the center of the city. As a
frames in the late 1800s meant that the result, the construction of the Shard, the tallest
walls did not carry the weight of a structure. building in London and in the entire European
This development meant that suddenly Union, has been highly controversial. It is only
much taller buildings were possible, and a few hundred meters across the River Thames
they could be built quickly. Skyscrapers had from the Tower of London-one of the oldest
been born, and they were about to change and most famous landmarks in London. Many
the the face of our cities. feel that such modern constructions should not
be built near to historic sites.
Since 1901 the world's tallest
building has always been a skyscraper and r:: Not surprisingly, considering the
until 1974 this was always in New York. The levels of debt in the U.K. at the time of
most famous of these was the Empire State construction, the Shard has largely been funded
Building. It held the record as the world's by external investment. The vast majority
tallest building for over 40 years, longer of funds have been provided by a Qatari
than any building in modern history. Only investment fund. However, London residents
after the end of the century did the tallest should hope that its opening doesn't lead to a
building appear outside North America, major downturn in their economy. The Empire
with the opening in Taipei of the first State Building was finished in 1931, very soon
building to be more than half a kilometer after Wall Street crashed. The Petronas Towers
tall, Taipei 101. However, all of these were in Kuala Lumpur were built in 1998, just after
to be dwarfed by the opening of the Burj the Asian financial crisis. The Taipei 101 in
Khalifa in Dubai in 2010, which showed an Taiwan, constructed between 1999 and 2003,
incredible 62% increase in height on the was closely linked to the dotcom bubble. The
previous world's tallest building. Most new Burj Khalifa in Dubai was opened in early 2010,
record holders had only ever shown an and shortly afterwards the emirate's investment
increase of between 5% and 20%. company collapsed.

3 Countries and cities have been 6 The Burj Khalifa might be the tallest
competing with each other for centuries structure in the world currently but its status is
to hold records for the tallest structures. under threat from numerous planned buildings
To many people tall buildings are a sign of around the world. Two likely future contenders
1\ modernity, wealth, power, and success. The for the title are the Burj Mubarak AI Kabir
Eiffel Tower, once the tallest structure in the in Kuwait and the Kingdom Tower in Saudi
world, was built as part of the 1889 World's Arabia, both of which would be over 1000m if
Fair to celebrate the hundredth anniversary constructed as planned. One tower which will
of the French Revolution and to highlight probably never be built is the 4km high X-Seed
France's design and engineering skill. For 4000 in Tokyo, which would house over a million
centuries, the contest to build the world's people across 800 floors. It was designed in
tallest structures was dominated by Europe 1995 to attract publicity rather than as a serious
and then North America, but today the proposal, but who knows when such fanciful
economic growth and power of countries ideas could become a reality? The Burj Khalifa
in other regions has seen a dramatic shift is more than double the height of the Empire
in the location of "supertall" building State Building, and surely no one in 1931 would
construction. have imagined that.

Developing critical thinking growth (n) 19rou81

1 Discuss these questions in a group. previous (adj) l'privi;JsI
1 Why do you think some countries and cities see modern developments shift (n) IfIftl
as positive and others see them as negative?
2 Why do you think the construction of large buildings is often closely
linked to financial disasters?
I think one of the reasons could be that ... SCALE ,
UNIT 4 41
 2 Think about the ideas from The superconsumer generation and The sky's
the limit, and discuss these questions in a group.
1 Organizations get into debt building skyscrapers while today's credit status
consumers get into debt spending too much on their credit cards. Why loon unrealistic
do you think this happens? Are the reasons the same in both cases? overambitious
2 In many cities, the largest buildings are shopping malls. Do you think overspending
this will change as internet shopping grows? Why or why not?

Vocabulary skill

COMPARING AND CONTRASTING

Certain vocabulary is used to make comparisons or contrasts. Noticing and understanding
the meaning and function of words for describing similarities and differences can help you
understand the organization of a text and help your overall understanding.

1 look at the words in italics in the following sentences and decide if they describe
similarities or differences? Write 5 or D.
1 Paper book sales have fallen, while e-book sales have grown. _
2 Unlike a small retailer, a big department store often has a wide range of products. _
3 Almost as many people live in urban areas in China as live in rural parts. _
4 The distinction between government debt and much private debt is that governments usually
have the resources to pay these off. _
S In the past cities tended to grow outward. Conversely, today they tend to grow upward. _
6 One of the most famous old buildings in London, Harrods, is now owned by Qatari
investors. Likewise, the newest London landmark is also Qatari-owned. _
7 Construction of large towers is often seen as a show of wealth. On the other
hand, it can signal the start of a decline. _

2 ~the best words to complete these sentences.

1 Older people tend to buy CDs in stores. teenagers
tend to download music.
a Conversely b Likewise (The distinction between
2 two generations is often shown through music,
fashion, and business.
a Similarly b On the other hand (The difference between
3 previous generations, who would save to buy a
product, many people today use debt to buy what they want.
a Likewise b Unlike (Conversely,
4 previous generations, customers now have more
product choice but less choice of retailers.
a Compared with b Conversely (Likewise,
S Many people want a greater choice of food products all year round.
______ some prefer to buy seasonal and local produce.
a On the other hand, b Unlike ( Likewise,
6 The largest bookstore in Europe holds over 150,000 books,
______ Amazon stocks millions of titles.
a similarly, b the distinction between (while

42 UNIT 4 SCALE
 WRITING Comparing consumer behavior
You are going to learn about complex sentences and using comparative and
superlative structures. You are then going to use these to write a paragraph
comparing people from different generations.

Writing skill
COMPLEX SENTENCES
A complex sentence has two or more clauses. Unlike a compound sentence, where the two clauses
are independent, a complex sentence always has a dependent clause. A dependent clause has a
subject and a verb, but cannot stand alone in a sentence. For example:
dependent clause independent clause
Ilf a company can use its technology to do this,lIitmight make the least loyal consumers stay with them. I
dependent clause independent clause
IWhile London is one of the most populous cities!1it is not even in the top fifty for density. I
Subordinating conjunctions are used to start a dependent clause. Common subordinating
conjunctions include:
Time: after, before, while, since Reason: as, because, so that, since,
But: although possible situation: if Alternative/contrast: while

1 Read the paragraph and~the correct subordinating conjunction.

'Before / While the introduction of the Internet most people

purchased their books in stores. Although the appearance
of ebook readers such as the Amazon Kindle has had a
major effect on bookstores, the decline in store sales began
much earlier. 2Before / Since the beginning of online retail
and the launch of ebook readers, many small bookstores
have closed down. 3While / Since the Kindle is not the
only ebook reader, it has certainly played a major role in
the ebook revolution. 'Since / When the launch of the first
Kindle in 2007, ebook sales have grown dramatically every
year. It would be surprising 5if / because the local bookstore
survived another decade.

2 Complete the sentences with the subordinating conjunctions in the box.

although .because if when while

I 1have CDs, [ mostly download music nowadays.

2 1go to the malL I like to spend time shopping with my
friends and having lots of coffee breaks.
3 My generation is different from previous generations, _
we all like to be treated individually.
4 shopping online, I also check out Facebook.
S My parents only shop online they think the site is safe.

3 Discuss with a partner which sentences in exercise 2 are true for you.'

SCALE UNIT4 43

t
 Grammar

COMPARATIVES AND SUPERLATIVES

The comparative form uses -er or more with the adjective. The superlative form uses most or -est and the
adjective. Note the is used with the superlative form

Form Example
One syllable adjectives
Add -er, -est or the -est low lower lowest fast faster fastest
If the adjective ends in vowel + consonant, double big bigger biggest hot hotter hottest
the final consonant

Two syllable adjectives

If the adjective ends in -y, change the y to i and add easy easier easiest
-er or -est noisy noisier noisiest
If the adjective doesn't end in -y, add more or the expensive more expensive the most expensive
most important more important the most important
Repeat comparatives such as more and more Members of this group are demonstrating more
and better and better to show that something is and more behavioral similarities across a range of
continuous countries and cultures.
You use the ... the to show that one thing depends The older and wealthier Gen Y consumers become, the
on another. more important it is for companies to understand them.

Don't forget some adjectives are irregular. good better best bad worse worst

1 Complete this text with the comparative or superlative form of the adjectives in the box.

busy cheap expensive famous formal large luxurious quiet small young

In 1894 Charles Henry Harrod started what is perhaps today the

(1) department store in the world - everybody knows
about it. The original store was much (2) then than it is
today-it only had one room. Now Harrods has developed into a much
(3) store offering food, stationery, cosmetics, and
medicines. Today, Harrods sells some of the world's (4) _
products, and if you're feeling rich, the (5) product sold
in Harrods is a £ 100 million yacht. Things can be much
(G) during the sales, but this is when Harrods is at its
(7) , with people everywhere. So if you want a
(8) and more relaxing time, avoid the sales. However,
remember to check the store rules before you go. If you are
(9) than 15, you have to go with an adult. Don't go to
the store in your running shorts - you need to wear (10) _
clothes than that.

2 Correct the sentences below, paying attention to the use of the ... the ...
and repeated comparatives such as more and more.
I Better your productsare, the easier it will be to attract consumers.
2 Taller and tallest buildings are constructed every decade.
3 Consumers are getting more and more better at finding the cheapest
prices online.
4 As Internet shopping becomes more important, the more flexible
retailers will need to be.

44 UNIT 4 SCALE
 WRITING TASK
Write a paragraph comparing two different types of consumer behaviour.

BRAINSTORM
1 Read this paragraph. What is being compared? Underline Ihe complex sentences.

1 Men and women shop in very different ways. 20ne major difference is the factor of time.

3While men tend to make their buying decisions based on immediate needs, women are more
likely to purchase something because it can be used again and again over time. 4Although men
also consider the usefulness of the product for the long term future, this factor is less important
for them. One similarity between the genders is that both men and women believe that expensive
products tend to be better quality.

2 Think about the consumer behavior of two people from different generations in your family. Write notes on where
they shop, whot they buy, and how they shop.

PLAN - .
Plan your paragraph. Look back at what you wrote for the brainstorm section and write a sentence about the main idea
of the paragraph. Decide how you want to organize your paragraph.

WRITE
Write a paragraph describing the similarities and differences between the two people and their consumer behavior. Pay
attention fo your use of comparatives, superlatives, and comparison/contrast language. -

SHARE
Exchange paragraphs with a partner. Look at the checklist on page 109 and provide feed bock to your partner.

'. REWRITE AND EDIT

Consider your partner's comments, and rewrite your paragraph.

SCALE UNIT 4 45
 Common features of all academic writing
by Stella Cottrell

Although the wording of essay or other

assignment titles may differ, almost all academic
writing requires you to do certain things.

Use source materials

Do not simply state your personal opinion or say
what is in your head. Instead, use material from
reading, lecture notes, and other sources to give
reasons, evidence, examples, and case studies.

Compare and contrast

Most assignments require some element of
comparing and contrasting, especially of
theories, models, or research findings. You will
probably have to read different opinions and
Make a decision
weigh them against each other.
Show which side of the argument, or which
Use criteria to evaluate model or theory, is best in the final analysis. Even
though the case may be fairly evenly weighted, .
State which criteria you use to evaluate
show that you are able to make a decision on the
evidence: for example, that you are using the
basis of the evidence.
most up-todate figures, or figures drawn from
the largest survey, or a well-known expert's
Follow a set structure
opinion for a particular reason (such as that
he uses evidence from twenty well-conducted There is likely to be a set structure for the type
experiments). of writing and a particular style for your subject
area. All academic writing requires that you
Show awareness of complexities group similar points together in one paragraph
or section, rather than scattering them through
Demonstrate that you are aware that answers
the text.
are not always clear-cut. For example, although
the expert you quote seems to have the best
Be 'discursive'
argument, his twenty experiments may all have
used small children whereas the question set Link your points so that they feed into sentences
refers to teenagers. Acknowledge weaknesses and paragraphs, and so that each paragraph
in your own argument and strengths in follows naturally from the previous one. All'
opposing arguments. State clearly why there are should contribute to a central guiding line of
difficulties coming to a firm conclusion one way reasoning. (This is different from presenting a
or another. random set of points, for example, or headings
with bullet points under them.)
Follow an argument
Be emotionally neutral
In your writing, show a line of reasoning which
gives direction to the writing, so that one point Most academic writing requires you to stand
follows logically from another. back and analyse dispassionately, as an objective
onlooker.

SCALE