2. 1. Text “The story behind supermarket success”
2. Questions about the text.
3. Exercises
4. Passive Voice
5. Questions on the theory
6. Exercises on Passive Voice
7. History of the subject
8. Test
9. Vocabulary
10. Additional information
3. I.
ARE supermarkets designed to persuade us to buy more? When
you enter a supermarket, the manager knows better than you do
how you will behave – which way you will walk, where you will
look, what will make you buy one product rather than another.
When customers go into a shop, they naturally look to their left
but move clockwise, towards the right. So supermarket entrances
are usually on the left of the building, and the layout is designed
to take shoppers around the store, aisle after aisle, from left to
right. Then shoppers will pay attention to all products.
Questions
4. II.
Fresh fruit and vegetables are displayed near supermarket
entrances. This gives the impression that only healthy food
is sold in the shop. Basic foods that everyone buys, like
sugar and tea, are not put near each other. They are kept
in different aisles so customers are taken past other
attractive foods before they find what they want. In this
way, shoppers are encouraged to buy products that they
do not really need.
Questions
5. III.
People walk quickly through narrow aisles, but they move
more slowly in wide aisles and give more attention to the
products. One best-selling position for products is at the
end of aisles, because shoppers slow down to turn into the
next aisle. Another is on shelves at eye level.
Supermarkets are paid by manufactures to put their
products in each of these high-selling places.
Sweets are often placed at children’s eye level at the
checkout. While parents are waiting to pay, children reach
for the sweets and put them in the trolley.
Questions
6. IV.
More is bought from a
fifteen-foot display of one
type of product (e.g.
cereals, washing powder)
than from a ten-foot one.
Customers also buy more
when shelves are full than
when they are half empty.
They do not like to buy from
shelves with few products on
them because they feel
there is something wrong
with those products that are
there.
Questions
7. 1. Where is the entrance to the shop?
2. What does the supermarket display near the entrance? Why?
3. Where are basic foods like sugar and tea? Are they near each other
4. Do you move more quickly or more slowly if there is a lot of space
5. Where do staff put large quantities of a product that they want to
6. Are the shelves full at all times?
Text
8. • the entrance
a) f)
• a narrow aisle
• a wide aisle
• shoppers
• shelves
• the checkout
b) c)
• trolleys
• a special display
g)
d) e)
h) Vocabulary
9. Uses:
We use present passive forms:
•when we do not know who performs an action
•when this information is uninteresting, unimportant or obvious
In English, the most important information is often at the
beginning of a sentence. Compare the emphasis in these
sentences:
Active A lot of people in Britain eat pasta
Passive Pasta is eaten by a lot of people in Britain
Passive forms are used to describe processes.
EXAMPLES: The jeans are sent from the factory to the
warehouse. They are then delivered…
Exercises
Questions
10. Forms
•The present simple passive is formed with the present tense of
the verb to be + a past participle.
EXAMPLE: Fish is imported from France
•We use by if we want to say who performs the action.
EXAMPLES: The fruit is picked by students.
The cars are built by skilled craftsmen.
Exercises
Questions
11. 1. When do we use Present Simple Passive?
3. Where is the most important information in the
sentence?
5. What are passive forms used to describe?
7. How is Present Simple Passive used?
12. I. Complete the sentences using one of these verbs in the correct form:
cause include hold make show
Many accidents are caused by dangerous driving.
Cheese ______________ from milk.
A cinema is a place where films _________ .
There’s no need to leave a tip. Service __________ in the bill.
In the United States, election for President ______ every four years.
II. Rewrite the sentences in passive voice.
He opens the door. - The door is opened by him.
We set the table. -
She pays a lot of money. -
I draw a picture. -
They wear blue shoes. -
They don't help you. -
Grammar
13. It is believed that passive voice was invented around 400 BCE
by the Greek poet Homer, a deaf, dumb and blind boy who
lived in a quiet vibration land. Because of his simpleness
Homer was taken where minds can't usually go, and thanks to
this some of the greatest techniques for writing, among them
metaphors, in media res and Russian Reversal were invented.
However after Númenor was defeated by the Last Alliance
there was a lull in writing innovation and the next Golden Age of
Passive voice was initiated centuries later by medeval authors.
Only a few years after Passive Voice was brought into its
heyday, a group that is called the "Plain English Movement" (El
Movimiento de íngles ordinario) that was not taught how to
appreciate stylistic devices decide that reading texts was made
difficult by passive voice and so labeled it a stylistic mistake. A
widespread witchunt was begun in the name of "Plain English"
and, under pressure, some of America's greatest slogans were
changed to meet this new conception of English.
14. Complete the text with active or passive form of the verb
in brackets
Basic foods differ throughout the world. Rice and noodles
1) ... (eat) in south-east Asia, while bread 2) ... (be) more
common in Arab countries. Europeans also 3) ... (eat) a lot
of bread, but potatoes 4) ... (grow) everywhere. In Italy,
pasta 5) ... (use) as the main ingredient of many dishes. In
some north African countries, couscous is very popular.
Couscous 6) ... (make) from semolina.
Check
Grammar
15. Basic foods differ throughout the world. Rice and
noodles are eaten in south-east Asia, while bread is
more common in Arab countries. Europeans also eat a
lot of bread, but potatoes grow everywhere. In Italy,
pasta is used as the main ingredient of many dishes.
In some north African countries, couscous is very
popular. Couscous is made from semolina.
Test
16. • checkout - the place where you pay in a supermarket or other
large store
• entrance - the place where you can enter a room, building, or
area
• narrow aisle - a narrow passage between rows of shelves of a
supermarket
• shelf - used for talking about the goods that are available in
shops
• shopper - someone who goes to a shop in order to buy or look
at the things that are sold there
• special display - an arrangement of things for people to look at
• trolley - a large container with wheels that you push and use
for carrying things in a supermarket
• wide aisle - a wide passage between rows of shelves of a
supermarket
Vocabular
y ex.
17. I.
Many accidents are caused by dangerous driving.
Cheese is made from milk.
A cinema is a place where films are shown.
There’s no need to leave a tip. Service is included in the bill.
In the United States, election for President is held every four
years.
II.
9. The table is set by us
10. A lot of money is paid by her
11. A picture is drawn by me
12. Blue shoes are worn by them
13. You are not helped by them
Exercises
