Chapter 5 Assignment

1. Eleven million people in the United States are allergic to one or more food ingredients. Each year, 30,000 of these people end up in the emergency room aer suering allergic reactions, and hundreds of them die. Many of these tragic events are tied to poorly written food labels that either fail to identify dangerous allergens or use scientific terms that most consumers don’t recognize. 17 Do food manufacturers have a responsibility to ensure that consumers read, understand, and follow warnings on food products? Explain your answer. [LO-1]

2. When composing business messages, how can you communicate with an authentic voice and project your company’s image at the same time? [LO-2]

3. Does using plain language make you come across as less of an expert? Explain your answer. [LO-3]

4. What steps can you take to make abstract concepts such as opportunity feel more concrete in your messages? [LO-4]

5. Should you bother using transitions if the logical sequence of your message is obvious? Why or why not? [LO-6]

6. Read the following email draft and then (1) analyze the strengths and weaknesses of each sentence and (2) revise the document so that it follows this chapter’s guidelines. The message was written by the marketing manager of an online retailer of baby-related products in the hope of becoming a retail outlet for Inglesina strollers and high chairs. As a manufacturer of stylish, top-quality products, Inglesina (based in Italy) is extremely selective about the retail outlets through which it allows its products to be sold.

(The content of the rewrite is required)

Our e-tailing site,, specializes in only the very best products for parents of newborns, infants, and toddlers. We constantly scour the world looking for products that are good enough and well-built enough and classy enough—good enough, that is, to take their place alongside the hundreds of other carefully selected products that adorn the pages of our award-winning website, We aim for the fences every time we select a product to join this portfolio; we don’t want to waste our time with onesey-twosey products that might sell a half dozen units per annum—no, we want every product to be a top-drawer success, selling at least one hundred units per specific model per year in order to justify our expense and hassle factor in adding it to the above-mentioned portfolio. After careful consideration, we thusly concluded that your Inglesina lines meet our needs and would therefore like to add it.