2202111 English One                                                                    Supplementary Reading Unit 2

Crafty Packaging

English One Students should be given their own copy of the text in class.

(Ask your teacher.)

Answer the following questions.

1. What is the main idea of the article? (Answer in your own words.)

 

2. What did Cheskin’s initial research show?

    1. Customers preferred to feel or taste products before deciding which was best.
    2. Triangular shapes on packaging made less impact on customers than circles.
    3. Packaging with circles and triangles persuaded more customers to make purchases.

3. In Cheskin’s research, the product in the box with the circles tasted differently from the one in the bow with triangles. True or False

 

4. In your own words, describe the ‘sensation transference’ phenomenon. (Don’t use the words impact, perceive, sensation and transfer in your answer.)

 

5. Was Chesking’s finding in the deodorant experiment in conflict with his initial finding? What can be concluded about the experiment involving an underarm deodorant?

 

6. In which of these sentences does the word dramatic have the same meaning as used in the article (paragraph 6)?

    1. That soap opera on Channel 7 has dramatic effects on teenagers.
    2. The film shows one dramatic escape after another of a young man in his perilous adventure.
    3. I’ve seem many kinds of movies except for dramatic and documentary.

7. Who goes see a dermatologist?

8. How is the firm Primo Angeli different from conventional package-designing companies? (Answer in your own words.)

 

9. What does this principle in line 68 refer to ?

 

10. What conflicting considerations do packaging designers have to bear in mind?

 

11. Stan Gross’ playful experiment was done to show that people have some hidden reasons why they like certain packaging. True or False

 

12. What explanation is suggested for the reactions of customers to the carefully packaged products?

    1. They believe the products are fulfilling their own secret desires.
    2. They see the products as symbols of their own potential success.
    3. They may appreciate the effort put into marketing the products.

13. In your own words, explain the sentence Gross and other psychological marketers are dealing with fears and desires that go deeper than whiter laundry.

 

 

14. In the last paragraph, find the word that means empty substitutes.

 

15. Use context clues to determine the definition of the following words.

vie for _____________________________________________

hue _______________________________________________

assuage ____________________________________________