8.2.2 Прочитайте текст и скажите для чего нужна реклама. Advertisers perform a useful service to the community

Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. “It’s iniquitous,” they say, “that this entirely unproductive industry (if we can call how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…”

The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It’s precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.

Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing a blank wall or reading railway bye-laws while waiting for a train? Would you like to read only closely-printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.

We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!

Another thing we mustn’t forget is the “small ads”, which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the “hatch, match and dispatch” columns; but by far the most fascinating section is the personal or “agony” column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!

8.2.3 Исправьте неверные высказывания в соответствие с содержанием текста:

1. Advertisers are never coming in for criticism.

2. Advertising is a productive industry.

3. A consumer would have to pay less if advertising didn’t create mass markets for products.

4. Consumer goods are very expensive because of heavy advertising.

5. The only purpose of advertising is to sell goods.

6. A great deal of the knowledge we have about household goods derives largely from our life experience.

7. Lots of people never read advertisements.

8. Newspapers, commercial radio and television companies could subsist without advertising.

9. “Small ads” perform a bad service for community.

10. You can find nothing useful in what used to be called the “hatch, match and dispatch” column.

11. The personal or “agony” column provides serious reading.

12. Advertisers perform a useless service to the community.

4. Ответьте на вопросы:

1. Why are advertisers always coming in for criticism?

2. Why would the consumer have to pay a great deal more money for goods?

3. What is the purpose of advertising?

4. Where do we get a great deal of knowledge about household goods from?

5. Is it possible not to read advertisements?

6. Why do we pay so little money for our daily paper?

7. Why does advertising make a positive contribution to our pockets?

8. What is the purpose of “small ads”?

9. What can we read in “hatch, match and dispatch” columns?

10. What item in a newspaper can offer such a deep insight into human nature?

studfiles.net

ADVERTISERS PERFORM A USEFUL SERVICE

TO THE COMMUNITY

 

Advertisers tend to think big and perhaps this is why they are always coming in for criticism. Their critics seem to resent them because they have a flair (способность) for self-promotion and because they have so much money to throw around. “It’s iniquitous”, they say, “that this entirely unproductive industry should adsorb millions dollars each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…”

The poor old consumer! He would have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing-machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.

Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank walls or reading railway bye-laws (правила внутреннего распорядка) while waiting for a train? Would you like to read only closely-printed columns of news in your daily paper?

We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies cold not exist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!

Another thing we mustn’t forget is the “small ads”, which are in almost every newspaper and magazine. What a tremendously useful service they perform for the community! Just about everything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the “hatch, match and dispatch” columns. No other item in a newspaper provides such entertainment reading or offer such a deep insight into human nature. It’s the best advertisement for advertising there is!

TEXT 5

Advertising and Advertisements

In the eyes of the business world and of many economists, advertising serves an indispensable function. It helps consumers to choose among competing products. Also, by spurring demand for products, it extends the possibilities of mass production and thus leads to the economies of scale and to lower consumer costs. Advertising plays a very important part in modern merchandising. The manufacturers tell the public about their new products and the stores and the stores tell the public about what products they have at what prices.

Advertisements can be seen in newspapers, magazines, and on television every day of the week. Many more advertisements are sent to customers’ homes.

Advertising companies are called agencies. Each agency sells a lot of different products. Here is how it happens. The first stage is marketing research. Marketing researchers get information in three ways: on the phone, in group discussions, from questionnaires. The agency then writes, films, records and photographs a campaign. This is a series of advertisements on TV, on the radio, in newspapers and magazines.

This great business of merchandising employs millions of white-collar workers, from clerks in the stores to top executives in the big department stores and the advertising agencies. For most clerks the salaries are low, but they are among the highest for top executives.

In the business world advertising is sometimes depicted as ‘the engine of prosperity”. From another prospective, however, advertising goes against important social values. It promotes self-indulgence and thus counters moral and religious teachings that urge selflessness. It creates false “needs” and encourages waste.

This inevitable tension between business values and other social values often spills onto the political stage, with the institutions of government struggling to resolve a point at issue. Should there be limits on the types of products that business people can advertise? Should advertisers be forced to mention the hazards as well as the attractions of products such as cigarettes? Should advertisers be required to substantiate their growing claims? Democratic political processes provide answers to such questions in a continuing process of adjustment and change increasingly offering protection to the consumer against false or harmful advertising.

TEXT 6

 

ENTERING THE RIGHT INTERNATIONAL MARKET

 

When a British marketing manager turns his attention to overseas markets one of the problems could be seen as communication in an unfamiliar environment. If we are attempting to penetrate an international market we first have to receive an accurate picture of that market. What is its nature and extent? How does it differ from our more familiar home market? The further afield we look, the more difficult it becomes to get an accurate picture. In brief, our market research becomes more difficult and less trustworthy.

In order to trade profitably overseas we have to select the right market or markets to enter. There is a temptation to try and sell in as many markets as possible, but that temptation should be resisted. By concentrating our resources on a few carefully selected areas, we can maximize total profit on sales rather than spread investment too thinly. Some information can be assembled without us moving from our desks. Our banks can help us with information on general economic and trading conditions, the sort of competition we might expect, and even the marketing methods which are most likely to succeed.

When we have identified our market, we will have to visit the country or countries concerned. We will have to make contact with potential customers whose very language is strange to us. Of course we have in our favour the fact that English is the international language, and certainly the language of commerce. Yet, in some ways, it is the overseas buyers who have the advantage. They know our language almost as well as theirs. Our handicap is that we know only our own language as we go abroad with our task to persuade them to buy our product.

No doubt this is why British exporters are generally advised to avoid direct selling in a new export market. The best way to gain a foothold is through a local agent or distributor. Once again our bank can help in finding an agent in the overseas territory who is both reputable and effective.

 

 

TEXT 7

COMPETITION

When capital, labour and enterprise combine to make a new business successful, the business must still continue to compete on the market with other companies producing the same type of commodity. The term “market”, as used by economists, is a logical extension from the idea of a place set aside for buying and selling. Formerly, part of a town was kept as a market place, and country people would come in on market-days to buy and sell. Markets today need not, however, be located in any fixed place: the sugar market and the cotton market are not geographical locations, but simply set of conditions which permit buyers and sellers to work together.

In a free market, competition takes place among sellers in order to sell their commodities at the best possible price, and among buyers in order to obtain what they want at a price, which suits them. Such competition influences prices. Changes in demand and supply have their effects, and it is not surprising that considerable fluctuations in price can take place over periods of weeks and months.

Since these modern markets are not normally located in any special place, buyers and sellers do not always have to meet face-to-face. They may communicate by letter, by cable, by telephone or through their agents. In a perfect market, such communications are easy, buyers and sellers are numerous and competition is completely unimpeded. In a perfect market there can be only one price for any given commodity: the lowest price which sellers will accept. There are, however, no really perfect markets, because each market is subject to its own peculiar conditions. It can be said, that the price ruling in a market indicates the point where supply and demand meet.

Monopoly is one of peculiar factors which can affect the sale and purchase of certain commodities. In some markets there may be only one seller or a cartel of sellers working very closely together to control prices. The result of such monopolistic activity is to fix prices at a level which may bring him artificially high profits, a level suitable for the seller. Many governments dislike this procedure and have taken legal action to restrict or halt any business activities directed towards “cornering the market”.

TEXT 8

PERFECT COMPETITION

 

In a market operates under the conditions of perfect competition, there will be one, and only one, market price, and this price will be beyond the influence of any one buyer or any one seller. These conditions can only be satisfied in a market which contains certain characteristics. They are:

1. All units of the commodity are homogeneous (i.e. one unit is exactly like another). If this conditions exist, buyers will have no preference for the goods of any particular seller.

2. There must be many buyers and many sellers so that the behavior of any one buyer, or any one seller, has no influence on the market price. Each individual buyer comprises such a small part of total demand and each seller is responsible for such a small part of total supply that any change in their plans will have no influence on the market price.

3. Buyers are assumed to have perfect knowledge of market conditions; they know what prices are being asked for the commodity in every part of the market. Equally sellers are fully aware of the activities of buyers and other sellers.

4. There must be no barriers to the movement of buyers from one seller to another. Since all units of the commodity are identical, buyers will always approach the seller quoting the lowest price.

5. Finally, it is assumed that there are no restrictions on the entry of firms into the market or on their exit from it.

We can now see why, in a perfect market, there will be only one market price which is beyond the control of any one buyer or any one seller. Firms cannot charge different prices because they are selling identical products, each of them is responsible for a tiny part of total supply, and buyers are fully aware of what is happening in the market.

УПРАВЛЯЕМЫЕ САМОСТОЯТЕЛЬНЫЕ РАБОТЫ СТУДЕНТОВ

ПО СПЕЦИАЛЬНОСТИ “МАРКЕТИНГ”

 

У С Р № 2 “TYPES OF BUSINESS ACTIVITY”



infopedia.su

Advertisers perform a useful service to the community — Мегаобучалка

 

Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. “It’s iniquitous,” they say, “that this entirely unproductive industry (if we can call how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…”

The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It’s precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.

Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing a blank wall or reading railway bye-laws while waiting for a train? Would you like to read only closely-printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.

We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!

Another thing we mustn’t forget is the “small ads”, which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the “hatch, match and dispatch” columns; but by far the most fascinating section is the personal or “agony” column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!

 

8.2.3 Исправьте неверные высказывания в соответствие с содержанием текста:

 

1. Advertisers are never coming in for criticism.

2. Advertising is a productive industry.

3. A consumer would have to pay less if advertising didn’t create mass markets for products.

4. Consumer goods are very expensive because of heavy advertising.

5. The only purpose of advertising is to sell goods.

6. A great deal of the knowledge we have about household goods derives largely from our life experience.

7. Lots of people never read advertisements.

8. Newspapers, commercial radio and television companies could subsist without advertising.

9. “Small ads” perform a bad service for community.

10. You can find nothing useful in what used to be called the “hatch, match and dispatch” column.

11. The personal or “agony” column provides serious reading.

12. Advertisers perform a useless service to the community.

8.2.4 Ответьте на вопросы:

1. Why are advertisers always coming in for criticism?

2. Why would the consumer have to pay a great deal more money for goods?

3. What is the purpose of advertising?

4. Where do we get a great deal of knowledge about household goods from?

5. Is it possible not to read advertisements?

6. Why do we pay so little money for our daily paper?

7. Why does advertising make a positive contribution to our pockets?

8. What is the purpose of “small ads”?

9. What can we read in “hatch, match and dispatch” columns?

10. What item in a newspaper can offer such a deep insight into human nature?

 

8.2.5 Заполните пропуски следующими словами:

 

Deal, idea, criticism, inform, household goods, big, pockets, subsist, purpose, unproductive, create, sell, never, contribution, “hatch, match and dispatch”.

 

1. Advertisers tend to think … , and perhaps this is why they’re always coming in for … .

2. They say “This is entirely … industry.

3. He’d have to pay a great … more if advertising didn’t … mass markets for products.

4. But we get the wrong … , if we think the only … of advertising is to … goods.

5. Another equally important function is to … .

6. A great deal of the knowledge we have about … derives from the advertisements.

7. Lots of people pretend that they … read advertisements.

8. Advertising makes a positive … to our … .

9. Newspapers couldn’t … without this source of revenue.

10. You can find a job, buy or sell a house in what used to be called the … columns.

 

8.2.6 Прокомментируйте следующие высказывания:

 

1. They have a flair for self-promotion.

2. It is precisely because of the heavy advertising that consumer goods are so cheap.

3. Another equally important function of advertising is to inform.

4. Advertising makes a positive contribution to our pockets.

 

 

megaobuchalka.ru

Кто знает английский, помогите, плизз, внутри? очень большое задание, кому не лень, помогите))

Задание 1. Поместите предложения в Пассивный и переведите их. 1. Эйнштейн (чтобы наградить) с Нобелевской премией. 2. Несколько авторов (чтобы включать) в судейскую коллегию. 3. Представление (чтобы вещать) по всей Европе 2 дня назад. 4. presenation новой марки (чтобы быть готов) завтра к 7 часам. 5. Новый progect (чтобы показать) нашим спонсорам через несколько недель. Задание 2. Исправьте ошибки, если есть любой. 1. Новый проект недавно развит. 2. Проект выбран теперь. 3. Наш босс — разговор по телефону теперь. 4. Модель нового автомобиля строится. 5. Новый продукт будет уже куплен. Задание 3. Составьте предложения. 1. изучение рыночной конъюнктуры / несет / эта неделя / мы 2. очень / коммерческий / для / заплаченный / деньги / были / новы / 3. / presenations / его / интересны / очень 4. люди / к / видят / являющийся / прибыл / многие / проверенный / автомобили 5. заинтересуйте / / деньги / деньги / заплаченный / / мы Задание 4. Выберите правильную форму глагола 1. Ususally, который новые рекламные листки посылают / посылают / будет послан почтой. 2. Новая реклама была / был / создается недавно 3. Теперь реклама размещена / поместил / будет помещен в рекламные щиты. 4. Приезжайте! Бесплатные образцы нового продукта даны / даются / будет даваться на улицах, мы можем взять их. 5. Новая идея нашего проектировщика была / / еще не был объяснен. Задание 5. Переведите на английский язык. Модель новой машины была показана на выставке в Москве. Она привлекла внимание клиентов, и нам удалось заключить несколько крупных контрактов. Мы планируем расширить производство и экспортировать новый продукт в Финляндию. Мы надеемся получить большие прибыли. Задание 6. Текст «Реклама» Рекламодатели имеют тенденцию думать большие, и это — то, почему они всегда входят для критики. Их критики, кажется, негодуют на них, потому что у них есть талант к самопоощрению и потому что у них есть много денег, чтобы бросить вокруг. Почему они не прекращают давать объявление и уменьшают цену своих товаров? В конце концов, это — потребитель, который платит.. . Бедный старый потребитель! Он должен был бы заплатить гораздо больше, если бы реклама не создавала рынки товаров широкого потребления для продуктов. Точно из-за рекламы товары народного потребления настолько дешевы. Но мы неправильно понимаем, если мы думаем, что единственная цель дать объявление состоит в том, чтобы продать товары. Другая одинаково важная функция должна сообщить. Большое знание, которое мы имеем о домашних товарах, происходит в значительной степени из рекламных объявлений, которые мы читаем. Рекламные объявления представляют нас новым продуктам или напоминают нам о существующих. Много людей притворяется, что они никогда не читают рекламные объявления, но это требование может быть серьезно подвергнуто сомнению. Едва возможно не прочитать рекламные объявления в эти дни. И каковы забава они часто, также! Только думайте, чем железнодорожная станция или газета были бы без рекламных объявлений. Вы любили бы пристально глядеть на глухую стену или читать железнодорожные постановления при ожидании поезда? Пожалуйста l ЭТО ПЕРЕВОД, остальное делайте сами

в конце учебника ответы есть!

touch.otvet.mail.ru

АНГЛИЙСКИЙ ЯЗЫК УЧЕБНИК 2 КУРС_макет

goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.

Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing a blank wall or reading railway bye-lawswhile waiting for a train? Would you like to read onlyclosely-printedcolumns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.

We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!

Another thing we mustn’t forget is the “small ads”, which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the “hatch, match and dispatch” columns; but by far the most fascinating section is the personal or “agony” column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!

8.2.3Исправьте неверные высказывания в соответствие с содержанием текста:

1.Advertisers are never coming in for criticism.

2.Advertising is a productive industry.

3.A consumer would have to pay less if advertising didn’t create mass markets for products.

4.Consumer goods are very expensive because of heavy advertising.

5.The only purpose of advertising is to sell goods.

6.A great deal of the knowledge we have about household goods derives largely from our life experience.

7.Lots of people never read advertisements.

8.Newspapers, commercial radio and television companies could subsist without advertising.

9.“Small ads” perform a bad service for community.

10.You can find nothing useful in what used to be called the “hatch, match and dispatch” column.

151

11.The personal or “agony” column provides serious reading.

12.Advertisers perform a useless service to the community.

8.2.4Ответьте на вопросы:

1.Why are advertisers always coming in for criticism?

2.Why would the consumer have to pay a great deal more money for goods?

3.What is the purpose of advertising?

4.Where do we get a great deal of knowledge about household goods from?

5.Is it possible not to read advertisements?

6.Why do we pay so little money for our daily paper?

7.Why does advertising make a positive contribution to our pockets?

8.What is the purpose of “small ads”?

9.What can we read in “hatch, match and dispatch” columns?

10.What item in a newspaper can offer such a deep insight into human nature?

8.2.5 Заполните пропуски следующими словами:

Deal, idea, criticism, inform, household goods, big, pockets, subsist, purpose, unproductive, create, sell, never, contribution, “hatch, match and dispatch”.

1.Advertisers tend to think … , and perhaps this is why they’re always coming in for … .

2.They say “This is entirely … industry.

3. He’d have to pay a great … more if advertising didn’t … mass markets for products.

4.But we get the wrong … , if we think the only … of advertising is to … goods.

5.Another equally important function is to … .

6.A great deal of the knowledge we have about … derives from the advertisements.

7.Lots of people pretend that they … read advertisements.

8.	Advertising makes a positive … to our … .
9.	Newspapers couldn’t … without this source of revenue.

10.You can find a job, buy or sell a house in what used to be called the … columns.

8.2.6Прокомментируйте следующие высказывания:

1. They have a flair for self-promotion.

152

2.It is precisely because of the heavy advertising that consumer goods are so cheap.

3.Another equally important function of advertising is to inform.

4.Advertising makes a positive contribution to our pockets.

8.2.7Перечислите не менее 5 достоинств рекламы.

8.2.8Сформулируйте основную мысль каждого абзаца.

8.2.9Напишите краткую аннотацию текста.

Раздел 8.3

8.3.1 Прочитайте текст и определите его основную идею.

Pop stars today enjoy a style of living which was once the prerogative only of Royalty. Wherever they go, people turn out in their thousands to greet them. The crowds go wild trying to catch a brief glimpse of their smiling, colourfully-dressedidols. The stars are transported in theirchauffeur-drivenRollsRoyces, private helicopters or executive airplanes. They are surrounded by a permanent entourage of managers,press-agentsand bodyguards. Photographs of them appear regularly in the press and all their comings and goings are reported, for, like Royalty, pop stars are news. If they enjoy many of the privileges of Royalty, they certainly share many of the inconveniences as well. It is dangerous for them to make unscheduled appearances in public. They must be constantly shielded from the adoring crowds which idolise them. They are no longer private individuals, but public property. The financial rewards they receive for this sacrifice cannot be calculated, for their rates of pay are astronomical.

And why not? Society has always rewarded its top entertainers lavishly. The great days of Hollywood have become legendary: famous stars enjoyed fame, wealth and adulation on an unprecedented scale. By today’s standards, the excesses of Hollywood do not seem quite so spectacular. A single gramophone record nowadays may earn much more in royalties than the films of the past ever did. The competition for the title “Top of the Pops” is fierce, but the rewards are truly colossal.

It is only right that the stars should be paid in this way. Don’t the top men in industry earn enormous salaries for the services they perform to their companies and their countries? Pop stars earn vast sums in foreign currency – often more than large industrial concerns – and the taxman can only be grateful for their massive annual contributions to the exchequer. So who would begrudge them their rewards?

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It’s all very well for people in humdrum jobs to moan about the successes and rewards of others. People who make envious remarks should remember that the most famous stars represent only the tip of the iceberg. For every famous star, there are hundreds of others struggling to earn a living. A man working in a steady job and looking forward to a pension at the end of it has no right to expect very high rewards. He has chosen security and peace of mind, so there will always be a limit to what he can earn. But a man who attempts to become a star is taking enormous risks. He knows at the outset that only a handful of competitors ever get to the very top. He knows that years of concentrated effort may be rewarded with complete failure. But he knows, too, that the rewards for success are very high indeed: they are the recompense for the huge risks involved and if he achieves them, he has certainly earned them. That’s the essence of private enterprise.

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“Money often costs too much”.

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