I'm writing this on the day that a famous software company releases its brand new operating system. Lots of computer users have been waiting for this day, but I haven't been one of them. The first question I asked about it was 'What is so special about the new version?' Most of the answers were about the way it looked (the interface), although a few were about things I don't need anyway. I was hoping for answers like 'Well, all the things that don't work properly in the previous version have been fixed', but maybe that was far too optimistic of me.

The point is that many people buy things just because of the way they look, and they don't have to be operating systems costing around a couple of hundred pounds. At the opposite end of the spectrum there are painkillers. Now most of you know of a popular brand that has ibuprofen in it. You often find it in corner shops and at the checkout in a supermarket. Next to it, you can often find some supermarket's own-brand ibuprofen, in a less stylish packet and costing less money. What's the difference between them? Dosage? No, the tablets of each brand have the same amount of the medical drug in them. Strength? No, that's the same as dosage. What else is there to consider when buying a painkiller? Well, the answer is: nothing at all. They are exactly the same in medical terms. So why on earth does anyone still buy the more expensive one?

Sometimes a brand name is a guarantee of quality. After all, there is only one company that makes the official Swiss-Army penknife, and if you see their logo on one, then you know you are buying the real thing. On the other hand, there are many production lines in the Far East where cheap aluminium copies are produced which fall apart within minutes. They don't carry the logo (if they did the manufacturers would be arrested for forgery), so you know you are buying a cheap copy. But how much money would you spend just for the image?

Stop Press! As I was writing this, that software company automatically updated my internet browser, for free. I think they are trying to tempt me to upgrade my operating system as well. The browser looks good, but I think I'll stick with what I've got. I can think of better things to spend the money on.

Glossary

previous poprzedni

painkiller środek przeciwbólowy

stylish elegancki

dosage dawkowanie

penknife scyzoryk

forgery fałszerstwo

Marketing gimmicks

Gimmicks are little tricks or games that people use when they want someone to do something. For example:

Limited offer! Twenty per cent extra FREE!

Here are the initials of some well-known phrases used to get people to buy, buy, and buy. What are the phrases? I've given you a clue, with an explanation next to it.

TFTPOO and BOGOF: You will get more than you bargained for.

EMG: A way of getting old goods out of the shop before the new and improved stuff comes in.

OES: Hurry up and buy this! You won't get another chance (until the next time we say the same thing)!

#Tip for writing in good English: Try not to use exclamation marks (!) as frequently as marketing executives do.

KEY

Two for the price of one.

Buy one, get one free.

Everything must go.

Offer Ends Soon.

Did you know?

In the late eighties, a toothpaste company started to package their product in a pump dispenser instead of a tube. This became quite popular. However, and this is still true today, a tube of the same toothpaste costs less and contains more than the special dispenser.

One of the most popular tea companies in the UK made pyramid-shaped teabags. They were supposed to let the tealeaves move around more freely and give a better taste. Professional tea tasters have found absolutely no difference between tea made from the traditional bags and the pyramids.

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