PLANNED OBSOLESCENCE – A BLESSING OR A CURSE?
A Have you ever been upset when a quite new product stopped working a short time after the warranty ran out? This
problem may have been caused by so-called ‘planned obsolescence’, which can be understood as deliberately making
a product to last only a limited period of time. The concept goes back to 1920s America, where car manufacturers
decided to change their car design annually to convince their customers that they needed to replace their vehicles more
often. The idea soon became widespread among manufacturers of other products.
B Manufacturers can come up with a number of good reasons to make use of the idea of planned obsolescence. Making
their product cheap enough is one of the most important ones. A car whose parts were all made to last a hundred years
would have be hundreds of times more expensive than an ordinary one. As for electronic gadgets, it does not make any
economic sense to make a product last a long time as customers are rather unlikely to keep using the same model of
their mobile phone for more than a few years. Planned obsolescence is also written into the very nature of certain
industries, such as the fashion industry. Last year’s collections are meant to go out of fashion as soon as a new line
appears on the market.
C A lot of customers, however, are not so quick to accept the idea of planned obsolescence. They often feel cheated
when a product breaks down shortly after the warranty period ends. The frequent need to replace products badly
affects their home budget and makes the general costs of living higher. Others say that increased production leads to
more pollution and problems with the storage of waste. Not surprisingly, manufacturers’ strategies to use the idea of
planned obsolescence may be having the opposite effect to what they intended. According to a recent survey, almost
a half of customers in the electronic industry have been disappointed with the quality of some products and no longer
feel loyal to their favourite brands.
1 Read the following article about planning expenses on buying food. Match each question (1-4) to the
corresponding paragraph (A-C). Put the answers in the correct boxes. – 3 points
Which paragraph
1 gives an example of a trend among customers?
2 explains how an idea was born?
3 mentions the negative consequences of an idea for marketing?
4 makes a comparison to explain a point?
Такими словами встретил старый Бульба двух сыновей своих,учившихся в киевской бурсе и приехавших уже на дом к отцу.
У них были только длинные чубы,за которые мог выдрать их всякий козак,носивший оружие.
Бедная старушка,привыкшая уже к таким поступкам своего мужа,печально глядела,сидя на лавке.
Он любил простую жизнь козаков и перессорился с теми из своих товарищей,которые были наклонны к варшавской стороне,называя их холопьями польских панов.
Она приникла к изголовью дорогих сыновей своих,лежавших рядом…
Месяц с вышины неба давно уже озарял весь двор,наполненный спящими ,густую кучу верб и высокий бурьян, в котором потонул частокол, окружавший двор.
Объяснение:
2. The scientist is developing a new source of energy. The scientist was developing a new source of energy. The scientist will be developing a new source of energy.
3. The engineers are working at the problem of using solar power. The engineers were working at the problem of using solar power. The engineers will be working at the problem of using solar power.
4. The people are not using poor methods of research. The people were not using poor methods of research. The people will not be using poor methods of research.
5. The students are not having an interesting discussion. The students were not having an interesting discussion. The students will not be having an interesting discussion.
6. The sun is not shining brightly. The sun was not shining brightly. The sun will not be shining brightly.
7. The workers are complaining about unsafe working conditions. The workers were complaining about unsafe working conditions. The workers will be complaining about unsafe working conditions.
8. The government is trying to protect consumers. The government was trying to protect consumers. The government will be trying to protect consumers.