Upper Intermediate

Unit 10 Audio Script

CD 2 Track 37
1
I myself have never been hypnotised but I know people who have.
6
I’d like to speak to the doctor himself, not the receptionist.
8
The course itself wasn’t very good, but I loved the teacher.

1
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script

CD 2 Track 38
I = Interviewer, M1 = Man 1, M2 = Man 2, W = Woman
1
I: How do you feel about Derren Brown?
W: Well, I reckon he’s probably genuine myself. It sounds as if audiences
love him. Whether it’s magic or not, all his TV shows are completely
compelling viewing – and you can’t say that about much TV these
days. So even if we don’t really understand how he does it, if you ask
me, it doesn’t really matter. He must be doing something right! I think
Derren Brown gives us real entertainment and there’s nothing wrong
with that. Some people want to know how everything works, but I’m in
favour of just enjoying it as entertainment, and not analysing things
too much!
2
I: What are your views on mind-reading and illusionists? Do you have
any strong feelings about that kind of thing?
M1: Yes, I do. I’ve always believed that people like Derren Brown are just
good showmen. To my mind, it’s all rubbish – he’s just good at talking
and charming people, and also filming things so they look spectacular.
But, I have my doubts about how much mind-reading he actually
does. I mean, what’s the point of pretending to predict lottery numbers
when really he’s filmed himself picking out every number and then
they’ve edited the correct ones together at the last minute? I’m
sceptical that any of it is real and I’m against people paying for a show
which is really just a con. I mean, I doubt anything he does is real …
it’s just clever filming.
3
I: What do you think of mind-reading by people like Derren Brown?
M2: From my point of view, I have to say that when I went to one his
shows, I thought it was fantastic. I loved every minute of it. I mean, at
the beginning I was quite open-minded about it all but having seen

2
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script

him in action, I’m convinced that he really does have some kind of
power. As I say, I’ve seen this man in action with my own eyes. He’s a
magician, I can tell you. Right in front of me, with absolutely no
special effects or pre-filming, he did mind-reading on me. He
predicted my answers to every question he asked me. It was amazing
and almost a bit scary. In fact, I suspect that a lot of people don’t
believe he’s doing anything just because they are quite scared about
the whole thing.

3
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script

CD 2 Track 39
E = Expert, I = Interviewer
I: Welcome to Modern World. On the programme today, we’re talking to
Jo Carlson about the power of persuasion. All around us, there are
images on television, jingles on the radio, adverts in magazines,
sound bites on the news, offers in the shops. They’re all hard at work
– trying to make us believe something or persuading us to buy
something. Fear not, however, Jo Carlson is here to reveal their
secrets and show us how to resist all this persuasion! Hello, Jo.
E: Hello.
I: First, persuading people is big business, isn’t it? I mean,
supermarkets and politicians, advertisers and salespeople, they all
take it very seriously, don’t they?
E: Yes. They spend a lot of money on marketing and on working out the
best psychological tricks to guarantee that even the most cautious
among us are open to manipulation.
I: Let’s take supermarkets then. How do they make us buy things we
don’t necessarily want? What are some of their tricks?
E: Well, firstly, most supermarkets have a ‘transition zone’ as you enter
the shop. You might have noticed that the entrances of most
supermarkets are quite small and crowded …
I: Yes … ?
E: Well, this is a deliberate effort to slow people down. The supermarkets
want you to stop rushing around and take longer with your shopping.
I: That’s interesting.
E: Yes, and … they also try to relax you by playing music and by
pumping the smell of fresh bread into the store. Studies have shown
that the smell makes people buy more.
I: I know I’ve done that without even thinking about it.

4
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script
E: Exactly … most of the time,
we are completely unaware of what’s happening. It’s subconscious
persuasion …
I: There are also endless tricks when it comes to pricing, aren’t there?
E: Yes … there’s the old one of putting the price at three ninety-nine, or
nine ninety-nine, or whatever. Of course, we know about the trick, but
it still works, because every time we see a price of nine ninety-nine
we are manipulated into thinking that it’s a lot cheaper than ten
pounds. In our heads, we think nine ninety-nine is nine pounds but in
fact, of course, it’s ten pounds.
I: Yes … it’s simple, but it works.
E: And, another trick which is used more and more is putting the
produce, let’s say, apples … in bags of different sizes. So, for
example, they put the ordinary apples in a bag costing, say, one
pound eighty and the organic ones in a bag costing say, one pound
ninety.
I: So, supposing you’re a customer, you might think, oh, organic apples
aren’t so much more expensive – I’ll have those.
E: Yes … but what you might not realise is that the bag of ordinary
apples contains six apples and the bag of organic ones contains only
five … so really, they are more expensive than you think.
I: Mmm, and unless you’re really good at doing maths in your head, you
won’t want to work out the price of each apple all the time … it’s just
too difficult and time-consuming.
E: That’s right.
I: And what about sales? I mean, shops are always trying to attract
customers by cutting prices, especially during end of season sales.
E: Yes, and if there are large discounts on offer, customers will come to
the shops in huge numbers. Shops know that people are tempted by
lower prices … even if you end up spending more in the end. You
certainly wouldn’t have spent as much if you had stayed at home and
not bought anything!

5
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script

I: Shops rely on customers’ greed … .

E: Yes, people will buy something as long as it looks like a bargain!
Though often they don’t really want or need it at all.
I: So, what about the advertising industry? In what ways do they
persuade us to buy particular products?
E: Well, adverts on TV in commercial breaks, or on posters, or in
magazines … all follow the same principles and basically, there are
two types of ads. Those that appeal to the thinking part of our brain
and those that appeal to the emotional part.
I: So, for what type of products would they advertise by appealing to the
thinking part of our brain?
E: Well, they are mostly used for things which have little emotional
appeal, for example, cleaning products. They give us information
about the product and try to influence us that way. However, if an
advert targets our emotions, it’s likely to be much more successful.
You don’t have to believe the hype … provided that you respond
emotionally … you know, on a subconscious level, you’ll probably
want to buy the product.
I: So, what kinds of emotions are used?
E: Well, adverts for different brands of clothes often want to make us feel
that we belong, for example by showing us how to buy the right
clothes to fit in with our friends. And adverts for insurance play on our
need to feel safe. For example they might show a family happily
spending their insurance money buying new things when their house
has been burgled.
I: Celebrities are used a lot too, aren’t they?
E: Yes, that’s very popular. Celebrities are often used as a quick way of
getting the message across. Their success and familiarity makes
them feel safe, interesting, cool … whatever. If we see our favourite
pop star drinking a particular fizzy drink, we’re immediately persuaded
to buy it!

6
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script

CD 2 Track 40
A = Anna, Z = Zoë
1
A: Hi, Zoë … ?
Z: Oh, hi, Anna … How are you? Are you OK?
A: Oh, yes, I’m fine … I’m just phoning because, well, I need some
advice.
Z: Mmm? Advice? What about?
A: Oh, nothing major … it’s just that I’ve just been looking at phones …
and I’m trying to decide what to do. I mean, there’s this really nice
phone I want … and … you’ve probably seen the adverts on telly. You
know, when all those people are running around trying to grab the
phone?
Z: Oh yes, I know the one … It looks really good.
A: Yeah, well, I’ve just been looking at it in the shop … and I really like it.
But, you know, I don’t really need a phone …
Z: Oh, but you’ve had your phone for ages … it’s pretty out-of-date now,
isn’t it? Go on … treat yourself!
A: Do you think I should?
Z: Yes, you should just do it. Don’t worry about things so much. Is it
really expensive or something?
A: Well, it’s more than I’m paying at the moment. You know, I’m on a
contract, so it would be a little bit more every month … but you get the
phone itself free, if you go on the contract.
Z: Well, go for it then! If it’s only a bit more money … well, it’s not a huge
deal, is it?
A: Mmm …
Z: I mean, supposing you don’t get it, how will you feel? If I were you, I’d
just do it!
A: Yeah, maybe I should …
Z: Definitely … you deserve it! I’m sure you won’t regret it.

7
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script

A: OK then. I will. Thanks, Zoë.

2
A = Alex, J = Jamie
J: So … Alex, what do you think … I mean, there’s so much on that I
want to see at the moment. We’re spoilt for choice really!
A: Yeah, true … erm … well, let’s look at the list. OK … screen 1, there’s
some kids’ film. I’ve seen the trailer for that one, and it looks really
ridiculous. I mean, I like some kids’ animations, but that one looks a
bit stupid … from what I’ve seen, anyway.
J: OK, what about screen 2?
A: Erm … there’s some boring romantic comedy. I’m not that keen on
films like that …
J: OK, so, screen 3 then?
A: Screen 3? Oh, there’s the new Woody Allen film.
J: Yes, that’s right. I haven’t seen a Woody Allen film for years.
A: Well, let’s see that, then. I haven’t seen a trailer, but I did read a good
review though.
J: Oh, I don’t know. I don’t usually go for psychological dramas. It looks
a bit weird.
A: It’s a comedy. Don’t be so negative! Anyway, what do you mean, it
looks a bit weird? You haven’t seen anything about it yet! I’m sure
you’ll enjoy it.
J: I’m not so sure …
A: Well, there’s nothing else, unless you want to get a DVD?
J: No.
A: Well, what have you got to lose? Come on … it’ll be fun. It might
cheer you up a bit!
J: Oh, alright then. Let’s go!

8
PHOTOCOPIABLE © 2011 Pearson Longman ELT
 Upper Intermediate
Unit 10 Audio Script

CD 2 Track 41
1
Go on … treat yourself!
2
You should just do it.
3
Go for it then!
4
Supposing you don’t get it, how will you feel?
5
If I were you, I’d just do it!
6
You deserve it!
7
I’m sure you won’t regret it.
8
I’m sure you’ll enjoy it.
9
There’s nothing else, unless you want to get a DVD?
10
What have you got to lose?
11
Come on!
12
It’ll be fun.

9
PHOTOCOPIABLE © 2011 Pearson Longman ELT