It's all in the story - Unit 10

C2 Proficiency · Multiple Choice Cloze · Close-up C2 Workbook, National Geographic Learning

For questions 1–8, read the text below and decide which answer (A, B, C or D) best fits each gap.

endorse

hype

lobby

entice

demographics

geographic

biographic

photographic

mysterious

magnetic

charismatic

baffling

courts

woos

flatters

pursues

testimonies

infomercials

advertisements

endorsements

deducing

inducing

convincing

tempering

snack

spray

slap

splash

manipulative

controlling

unscrupulous

protective

Companies use a variety of tactics to (1) ___ buyers into purchasing their products, a powerful one being the art of storytelling. Studies show that consumers across all (2) ___ connect with products not so much because of associated facts, features or specific attributes, but through emotions and personal feelings. Thus, hiring (3) ___ actors to tell a moving story about how a product has changed their lives or made the world a better place (4) ___ more people than saying the product works twice as well as the next brand or that it's made through a state-of-the-art manufacturing process. Such facts and figures can serve as strong (5) ___ of a product; however, (6) ___ an emotional response influences consumers threefold over mere content as regards television commercials and twofold in print ads. Thus, companies are willing to (7) ___ out on poignant, story-driven advertisements because of how (8) ___ they are of consumers.

It's all in the story

Available as a free printable PDF worksheet with an optional answer key.

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