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FelicityLawrence
ThursdayDecember28,2006
TheGuardian
1.ConsumersaretobepresentedwithtworivalnewyearadvertisingcampaignsastheFoodStandardsAgencygoespublicinitsbattlewiththeindustryoverthelabellingofunhealthyfoods.
2.TheGuardianhaslearnedthattheFSAwilllaunchaseriesof10-secondtelevisionadvertsinJanuarytellingshoppershowtofollowared,amberandgreentrafficlightlabellingsystemonthefrontoffoodpacks,whichisdesignedtotackleBritain’sobesityepidemic.
3.Thecampaignisadirectresponsetoaconcertedattemptbyleadingfoodmanufacturersandretailers,includingKellogg’sandTesco,toderailthesystem.Theindustryfearsthattrafficlightswoulddemoniseentirecategoriesoffoodsandcouldseriouslydamagethemarketforthosethatarefatty,saltyorhighinsugar.
4.TheUKmarketforbreakfastcerealsisworth￡1.27bnayearandthemanufacturersfearitwillbeseverelydentedifredlightlabelsareputonpackagingdrawingattentiontothefactthatthemajorityarehighinsaltand/orsugar.
5.Theindustryisplanningamajormarketingcampaignforacompetinglabellingsystemwhichavoidscolour-codinginfavourofinformationaboutthepercentageof"guidelinedailyamounts"(GDAs)offat,saltandsugarcontainedintheirproducts.
6.Thebattleforthenation’sdietcomesasnewrulesontelevisionadvertisingcomeintoforceinJanuarywhichwillbaradvertsforunhealthyfoodsfromcommercialbreaksduringprogrammesaimedatchildren.SourcesattheTVregulatorsarebracedforalegalchallengefromtheindustryandhavedescribedthelobbyingeffortstoblockanynewadbanorcolour-codedlabellingas"themostferociouswe’veeverexperienced".
7.Ofcom’schiefexecutive,EdRichards,said:"Wearepreparedtofaceuptoanylegalactionfromtheindustry,butweverymuchhopeitwillnotbenecessary."TheFSAsaiditwasexpectinganonslaughtfromtheindustryinJanuary.SeniorFSAofficialssaidthemanufacturers’effortstoundermineitsproposalsonlabellingcouldthreatentheagency’scredibility.
8.TerrenceCollis,FSAdirectorofcommunications,dismissedclaimsthattheproposalswerenotbasedonscience."WehavesomeofthemostrespectedscientistsinEurope,bothwithintheFSAandinourindependentadvisorycommittees.ItisunjustifiedandnonsensicaltoattacktheFSA’sscientificreputationandtotrytoundermineitscredibility."
9.TheFSAisunderstoodtohavebriefeditsadagency,United,beforeChristmas,andwillaimtoairadsthatare"non-confrontational,humorousandfactual"asacounterweighttoindustry’seffortsaboutthesametime.Theagency,however,willhaveatinyfractionofthebudgetavailabletotheindustry.
10.GavinNeath,chairmanofUnileverUKandpresidentoftheFoodandDrinkFederation,hassaidthattheindustryhasmadeenormousprogressbutcouldnotacceptred"stop"signsonitsfood.
11.AlastairSykes,chiefexecutiveofNestléUK,saidthatundertheFSAproposalsallhiscompany’sconfectioneryandmostofitscerealswouldscoreared."Arewesayingpeopleshouldn’teatconfectionery?We’redrivenbyconsumersandwhattheywant,andmuchofwhatwedohasbeentomakeourproductshealthier,"hesaid.
12.ChrisWermann,directorofcommunicationsatKellogg’s,said:"Inprinciplewecouldneveraccepttrafficlightlabelling."
13.TherivallabellingschemeintroducedbyKellogg’s,Danone,Unilever,Nestlé,KraftandTescoandnowfavouredby21manufacturers,usesanindustry-devisedsystembasedonidentifyingGDAsofkeynutrients.TescosaysithastestedbothtrafficlightsandGDAlabelsinitsstoresandthatthelatterincreasedsalesofhealthierfoods.
14.ButtheFSAsaiditcouldnotlivewiththisGDAsystemalonebecauseitwas"notscientific"oreasyforshopperstounderstandataglance.
Questions1-6
AnswerthequestionsbelowusingNOMORETHANTHREEWORDSfromthepassageforeachanswer.
1.Whenwillinstructionsbegivenonreadingthecolor-codedlabels?
2.Wherecancustomersfindtheredlightlabels?
3.WhatproblemistheFSAtryingtohandlewiththelabelingsystem?
4.Whichproductsellswellbutmaynotbehealthy?
5.Whatinformation,accordingtothemanufacturers,canbelabeledonproducts?
6.Whatcannotbeadvertisedduringchildren’sprogrammes?
Questions7-13
Usetheinformationinthetexttomatchthepeople(listedA-E)withtheopinions(listed7-13)below.Writetheappropriateletter(A-E)forquestions1-7.
NBYoumayuseanylettermorethanonce.
AEdRichard
BTerrenceCollis
CGavinNeath
DAlastairSykes
EChrisWermann
7.Generallywewillnotagreetousetheredlightlabels.
8.ItisunreasonabletodoubtifFSAistrustworthy.
9.Wearetryingtomeetourconsumers’needs.
10.Thefoodindustryhasbeenimprovinggreatly.
11.Thecolor-codedlabelingsystemisscientific.
12.OurproductswillbelabeledunhealthybytheFSA.
13.Wearereadytoconfrontthemanufacturers.
Tobeginwith,"muzak"(音乐广播网)wasintendedsimplytocreateasoothing(安慰)atmosphere.Recently,however,it'secomebigbusiness—thanksinparttorecentresearch.Dr.RonaldMilliman,anAmericanmarketingexpert,hasshownthatmusiccanboostsalesorincreasefactoryroductionbyasmuchasathird.But,ithastobelightmusic.Afastonehasnoeffectatallonsales.Slowmusiccanincreasereceiptsby38%.Thisisprobablybecauseshoppersslowdownandhavemoreopportunitytospotitemstheyliketobuy.Yet,slowmusicisn'talwaysanswer.Dr.Millimanfound,forexample,thatinrestaurantsslowmusicmeantcustomerstooklongertoeattheirmeals,whichreducedoverallsales.Sorestaurantsownersmightbewelladvisedtoplayup-tempomusictokeepthecustomersmoving—unlessofcourse,theresultingindigestionleadstocomplaints!
练习：
1.Thereasonwhybackgroundmusicissopopularisthat______.
A.itcanhaveapowerfuleffectonthosewhohearit
B.itcanhelptocreateasoothingatmosphere
C.itcanboostsalesorincreasefactoryproductionerywhere
D.itcanmakecustomerseattheirmealsquickly
2.Backgroundmusicmeans________.
A.lightmusicthatcustomersenjoymostB.fastmusicthatmakespeoplemovefast
C.slowmusicthatcanmakecustomersenjoytheirmeals
D.themusicyouarelisteningtowhileyouaredoingomething
3.Restaurantownerscomplainaboutbackgroundmusicbecause______.
A.itresultsinindigestion
B.itincreasestheirsales
C.itkeepscustomersmoving
D.itdecreasestheirsales
4.Theword"up-tempomusic"probablymeans_____.
A.slowmusic
B.fastmusic
C.lightmusic
D.classicalmusic
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