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important selling point.

12c Complete the following sentences from the briefing by underlining the correct
emphasizing word.

1 We've come up with a completely/significantly unique profile.
2 It completely/dramatically reduces vibration.
3 Machines line these can never be entirely/highly free from vibration.
4 The new design runs dramatically/extremely smoothly.
5 Another advantage of the new profile is that it’s considerably/entirely lighter.
6 So compared with our previous range, it’s highly/totally efficient.
7 Trials so far suggest the design is completely/exceptionally durable.
8 We expect it to be entirely/significantly more reliable than rival units.

12 d Match the words in Exercise 12c to the synonyms.
Considerably; dramatically; entirely; exceptionally; highly totally
1 / = completely
2 / = significantly
3 / = extremely

13 You are Otis engineers back in the 1850s, when elevators were new. In pairs,
prepare a short talk to brief your sales colleagues on the advantages of elevators for lifting
people and goods. Emphasize the points below, using the phrases and techniques from this
section. Remember that people at this time are skeptical about the technology.

Elevators are ...
• safe - a reliable braking system eliminates the danger of a car falling if a cable fails
• simple - they’re controlled from the car and are very easy to operate
• convenient - they’re easier on the legs than the conventional alternative (stairs)
• valuable - they enhance the value of land by allowing taller buildings on smaller areas

IV Simplifying and illustrating technical explanations

14a Richard, a structural engineer, often takes clients on guided tours of their new
buildings during construction. He is talking about explaining technical concepts to non-
specialists. Read and answer the following questions.

1 What does Richard say about explaining technical concepts?
2 What does he mean by dull explanations?
3 What is being patronizing?

Richard: If you’re talking to non-specialists, and you start using jargon, then to your audience,
it's just going to sound like nonsense. That’s one problem. Another relates not so much to
language, but to the complexity of the technology you're talking about. Even if you use everyday
language, the engineering concept itself might still be difficult to explain. And that can make the
subject very heavy going, and quite dull, which is obviously not what you want. However, I think
it’s important not to oversimplify things. There’s nothing worse than being spoken to as if you're
a child. You don’t want to sound patronising.

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