Language Transfer 3: Word Building

21Look at the following examples from the texts in this unit. They contain the words that are formed by adding the prefixes –over, –under and -counter.

· … and led to the establishment of Letchworth Garden City … as a reaction to England’s over crowded, high density, polluted capital. [Reading 1]

· … depend on public services that may be under funded …[Reading 2]

· So how did this counter productive exercise in collective egotism begin? [Reading 2]

[A] Which of the words below can take the prefix –over, -under or –counter?

attack intuitive developed

expose react productive

indulge represent act

appreciate move weight

[B] Find adjectives and verbs beginning with the prefix –under and their opposites to fit the definitions below.

1 supply less than enough money for

2 smaller than average or normal

3 fail to appreciate how skillful, important someone or something is

4 fail to guess or understand the real cost, size or difficulty of something

5 lacking the money, education, possessions and opportunities that the average person has

6 not express an idea fully or adequately

7 make too little use of something

8 weak and unhealthy due to lack of food

9 wearing clothes that are not attractive or formal enough for an event

10 charge too little money for something

11 not cooked for long enough

12 having too few people for the amount of work

[C] Now complete these sentences using any of the words from the task above.

1. I felt _______ at Bill’s leaving party, standing there in my jeans and rugby shirt in a roomful of men wearing suits and ties.

2. The baby was a bit _______ at birth but she’s put on weight well.

3. Don’t you think that you’re a bit _______ for a barbecue in that suit?

4. Although she came from an _______ family background, she went on to become one of the most highly paid lawyers in Britain.

5. It’s a very good restaurant. But be warned, they tend to _______.

6. Many of the children were clearly _______ and suffering from various diseases.

7. Calling his behaviour criminal is rather an _______. It was just a mistake.

8. The office is _______ so some people will have to be redundant.

9. I can’t stand meat that is so _______ that it has blood oozing out of it.

10. The council is trying to promote the new sports facilities, which are _______ at present.

11. We _______ the cost of materials, and ended up taking a loss.

12. I find his songs very repetitive. I think he is really _______ as a singer, to be honest.

13. The municipal sports centre is _______ and losing money.

14. To say that her resignation was a shock would be an ________ - it caused panic.

15. Her fashion changed from designer jeans and colourful tops to black and _______ baggy clothes.

16. I went back into a restaurant discovering I had been _______, and of course the staff were outwardly grateful, if slightly bemused.

Fill in the spaces with prepositions where necessary

A recent effort, ___ a group ___ researchers ___ Israel and Italy, proposes an international rating scale ___ a city’s image to calculate perceptions. “The idea was that many cities use their image, or try to construct an image to attract various audiences - residents, potential residents, businessmen, entrepreneurs, tourists,” says ShakedGilboa, the paper’s lead author.

Where once cities competed ___ a few wealthy adventurers, they now battle ___ savvy immigrants, fleet-footed companies, and a global international tourism industry that counts over a billion annual arrivals. What’s more, the paper reports that “people’s attitudes and actions ___ a city are highly conditioned ___ that city’s image, whether that image is part ___ an official branding campaign or disseminated ___ news items and music videos.

Is it possible, then, to get something as subjective as image down ___ a science?

To craft their surveys, Gilboa and Сo.crunched 39 previous studies ___ city image published between 2001 and 2013. Most ___ those metrics display the buzzy, irritating jargon ___ the branding industry - one 2006 study, ___ example, rates a city ___ six categories: Presence, Place, Potential, Pulse, People, and Prerequisites. Another reduces the great metropolis ___ Infrastructure, Attraction, Value and Enjoyment.

Sensing a divergence ___ the perceptions ___ residents and tourists, Gilboa’s team developed two separate surveys ___ Rome, Trieste and Jerusalem. ___ residents, Rome scored highest ___ the three ___ leisure opportunities. Trieste and Jerusalem were perceived as offering better municipal services. Often, residents and tourists wound up drawing the same conclusions ___ these subjects.

But their perceptions split ___ interesting ways. Regular visitors have higher opinions ___ city services, like public transportation, than first-time arrivals. ___ the other hand, tourists who stay ___ a week or more have a lower opinion ___ a city’s safety and security than those who come ___ only a few days. And while tourists had highly variable thoughts ___ the three cities’ security situations – “they perceived Rome as the least secure and Jerusalem as the most secure,” Gilboa said – residents ___ all three cities had similar opinions.

The lesson of this, ___ short, is that no component ___ branding is one-size-fits-all. What residents think ___ their city - and hence, what they want ___ it - might have nothing ___ common ___ tourist perceptions. Different types ___ tourists have different observations. And that’s to say nothing ___ corporate strategists pondering relocations, young entrepreneurs or high-skilled immigrants.

That different images ___ the city exist ___ different groups might seem obvious. But cities like New York still use the same brand identity ___ residents and tourists. Others, like Barcelona, employ one website to welcome both international students and medical tourists, two groups ___ vastly different priorities. “What Happens in Vegas Stays in Vegas” is an appealing slogan ___ vice-hunters. Less so for manufacturers.

Those are all internationally renowned, successful cities. The small Finnish city of Vaasa, ___ the other hand, recently decided it had an image problem and invited academics to troubleshoot. The researchers presented their findings, and Vaasa began what the scholars call “large-scale development ___ city image,” linking a new slogan, “Better Life,” ___ real-world developments like a renovation ___ the town square.

You may not have heard ___ it - yet. But researchers say Vaasa’s image has already improved.

Read the text below and decide which answer best fits each numbered space.

Can Cities Kick Ads?

Staring out of a hotel window in São Paulo, my eye was caught by an (1) ______ digital display crowning the top of an undersized skyscraper. Steadily flashing the time, then the temperature, the display was (2) ______ in a way that I couldn’t quite put my finger on.

It was only later, when a colleague mentioned that São Paulo had banned billboard advertising, that I realised what had felt so odd about my view. Those flashing numbers were the only visible signage actively making a play for my attention. Having come from New York, I was used to looking out at a landscape of logos and gargantuan product shots; a vista of advertisements all jostling for “eyeballs”, as the industry so charmingly (3) ______ it.

Left unchecked, the (4) ______ of outdoor advertising can consume a city. In the early 2000s, advertising grew exponentially in Brazil, and São Paulo began to suffocate under a smog of signage. Finding it difficult to control the number of ads through regulation, the city took the unprecedented (5) ______ of banning them altogether. In 2007, Mayor Gilberto Kassab implemented the Clean City Law, (6) ______ outdoor adverts a form of “visual pollution”. In a single year, the city removed 15,000 billboards and 300,000 oversized storefront signs.

It was a small glimpse of things to come. In the last decade, from Bristol to Tehran, there’s been a global (7) _______ to un-brand cities – to rid them, at least partially, of adverts. Citizen vigilantes, artists and activists are playing important roles. They have re-imagined what cities would look like if classical paintings replaced adverts; a team of (8) ______ in New York has created No Ad, an augmented-reality app that strips the New York City subway of ads, (9) ______them with art.

It’s not just about cleansing cities of “visual pollution” as if it were a sort of surface grime. Billboard advertising is far more intimately (10) ______ with the architecture of cities. While in other media we can, to some extent, choose to consume ads, out of home advertising has melded itself inextricably into our environment.

The ubiquity of outdoor advertising means that we have come to (11) ______ it for granted; accepting both its presence and its purpose as natural features of the (12) ______ environment.

It was also instructive: tearing down ads helped uncover previously hidden inequality within the city, (13) ______ favelasthat had previously been blocked by billboards. Without the perma-glow of advertising, people were forced to confront public space in a new light.

The latest and perhaps boldest attempt to un-brand public space (14) ______ from Grenoble, France, which became the first city in Europe to ban commercial street advertising. The mayor’s office replaced 326 advertising signs with community noticeboards and trees.

Advertising helps to (15) ______ some city and in (16) ______, it insinuates itself semi-permanently into the environment. Entirely ridding a city of its advertising and truly (17) ______ public space is a long process of untangling public infrastructure from private interests.

(The Guardian 11 August 2015)

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