1

ANDERSONJUNIOR COLLEGE
JC2 Preliminary Examination 2015
____________________________________________________________________________

GENERAL PAPER
PAPER 2

8807/02
31August 2015

INSERT

1 hour 30 minutes

____________________________________________________________________________

READ THESE INSTRUCTIONS FIRST

This Insert contains the passage for Paper 2.

___________________________________________________________________________
This document consists of 3 printed pages and 1 blank page.
[Turn over

INSERT
Lee Anderson considers the effects of branding and image on society.
1

Born in 1921 to proud corporate parents, the endearing Betty Crocker, synonymous
with boxed cake mixes and canned frosting, has been carefully nurtured into one of
the most successful branding campaigns the world has ever known. She was
originally created to provide housewives with cooking, baking, and domestic advice,
and, as her popularity burgeoned, she was given a face, a voice, and her very own
signature. Her appeal to housewives was so great that she had her own cooking
show and radio programme. She even became the second best-known woman in
America in 1945, following First Lady Eleanor Roosevelt. Previously known as the
First Lady of Food, the name of Betty Crocker remains current today, sharing advice
and recipes with loyal followers on a contemporary and well-maintained website. All
this is only made possible with clever marketing and effective branding.
Branding has never been more important than it is today, as it helps a company to
maintain its prominence in the market. Apt brand promotion is necessary especially
with the increasing levels of global competition that businesses face in most
industries.To capture new markets, companies need effective branding to penetrate
peoples wall of indifference towards their products or services and create brand heat
and product lust. In the face of current economic challenges that have been gripping
much of the modern world, it is worth noting that brands do better in tough times
compared to unbranded products. Indeed, companies that can withstand economic
recessions are those that manage to seduce the growing middle class in countries
like India, China and Brazil into buying premium brands at premium prices, arguably
to a point of obsession.
Are brands really worth the price consumers pay for them? Nobody can deny that
some brands can remain appealing for long periods because of the tried and tested
quality of their products. Still, not all brands necessarily have products that truly
match up to their name. The appeal of brands is often built around peoples
perception. People see what they want regardless of the reality that surrounds them.
Indeed, this illusion becomes their reality. If facts were to rule the day in marketing,
many of the top consumer brands would be relegated to the bottom shelf. If not for
the power of branding in manipulating perception, many new brands would not evolve
beyond mere business plans, as some recognised brands have already established a
perception of strength, quality, or leadership in the minds of consumers. It seems that
all that matters in the world of business is that consumers believe in the image that
brands strive to portray. Hence, it is not without reason that some marketing
strategists believe that having a better brand is better than having a better product.
Brand is perception and perception is reality.
Indeed, so powerful is perception that it can even devalue how we view others and
even ourselves. Many, including celebrities, go online to build a particular image
one that they may not morally agree with, and may even resort to lying and
deliberately engaging in destructive behaviour just to get more attention from others
and increase their self-worth. Such obsession has morphed conventional branding
into a highly narcissistic exercise one selfie at a time. People may make hopeless
attempts to take that immaculate Instagram-worthy selfie, only to be obsessively
analysed by others and even by themselves. On one end of the spectrum will be
those believed to have won the gene pool lottery and are deemed to be the epitome
of beauty, and on the other, the lesser mortals. Such obsession with image can also
cause great harms to the body and bank account. A simple and mindless comment
can drive some to break the bank to go under the knife to achieve the perfect look,
only to end up as victims of botched surgeries. Others seek to complete presumably

10

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20

25

30

35

40

45

3
worthy challenges planking1, batmanning2, and fire challenge3 that get them burnt,
bruised, battered and bloodied. When peoples attempts to build a perfect image fail,
they often get ridiculed, which deals a further blow to their already low esteem, and
can cause them to isolate themselves from their peers and the world.
5

Despite knowing that image is superficial and that it is rarely real, people remain
fixated on their image and that of others. Seductive or repulsive, dazzling or ordinary,
chic or dated image has a stranglehold on society. No one understands this better
than people with political ambitions, who often engage a team of professional image
consultants to coach them on their physical appearance, body language, and even
the way they speak to convey an image of a strong, approachable leader. Voters are
so attuned to embracing images that they are unknowingly swayed by such
subliminal messages embedded in campaigns. At the ballot box, it is the overall
package they vote for. Candidates with sound policies but with less adept political
campaigners often end up trailing behind in the polls and may not get elected.
A well-crafted positive image weathers negative comments on controversial business
practices. Nikes Swoosh remains popular even if it has been linked to sweatshops.
Clever advertising allows companies to distract consumers from their immoral deeds.
Unilever, which owns Dove, has been accused of deforestation of the Sumatran
Rainforest to grow oil palms used in its products. Yet, Dove has grown from a $200
million soap brand in the early 1990s into a brand that is estimated to be worth nearly
$4 billion today, all thanks to the impressive cultivation of a socially responsible
image. In addition, some of these companies success can also be attributed to them
consciously associating the brand with a higher purpose and making consumers
identify with them. Hence, despite some companies less than scrupulous practices,
their profits are unscathed.
Branding can have unintended effects too. Companies can be so fixated on projecting
an impeccable image of their brand that they may not be mindful of how a diverse
audience can interpret their intended advertised messages. Sometimes, the image
which was carefully cultivated can be perceived by consumers in markedly different
ways and ironically end up reducing sales.Victorias Secrets tagline The Perfect
Body and its stereotyping of feminine beauty unwittingly communicated an offensive
message to an increasingly informed and vocal consumer base. Consumers today
are more than able to see beyond the guise of sophisticated advertising, and have no
qualms about castigating companies which they believe are promoting socially
damaging values. Companies that fail to understand evolving market sentiments can
unwittingly hurt their own image and brand beyond measure.
It is nonetheless unlikely that we are able to shake off the influence that brands have
on us completely. Brands seek to become symbols of quality and reliability in the
marketplace. Reinventing an image can help a brand stay relevant in the long haul.
Just look at how Bettys image has evolved over the years from a typical housewife
in the 1920s to a strong, empowered career woman in the 1990s, to a faceless brand
today. A powerful branddwells and grows in the mind of the consumer.

1planking: also known as the lying down game where the participant lies face down in unusual locations, keeping the hands along the body and the feet outstretched.
When this plank-like position is achieved, a photo is taken and then posted to the Internet.

2 batmanning: hanging upside down from something by the strength of your feet and ankles
3 fire challenge: the application of flammable liquids to one's body and then setting the liquids aflame, while being recorded on video
3

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PDG

Candidates Name

GP Tutors Name

/14

ANDERSON JUNIOR COLLEGE

JC2Preliminary Examination 2015

GENERAL PAPER

8807/02

Paper 2

31August 2015
1 hour 30 minutes

Candidates answer on the Question Paper.

Additional Materials:

Insert

READ THESE INSTRUCTIONS FIRST

Write your name, PDG and GP tutors name on all the work you hand in.
Write in dark blue or black pen on both sides of the paper.
Do not use staples, paper clips, highlighters, glue or correction fluid.
Answer all questions.
The Insert contains the passage for comprehension.
Note that up to 15 marks out of 50 will be awarded for your use of language.
At the end of the examination, fasten all your work securely together.
The number of marks is given in brackets [ ] at the end of each question or part question.

For Examiners Use

Content

/35

Language

/15

Total

/50

This document consists of 6 printed pages and 1 Insert.

7
[Turn over
Read the passage in the Insert and then answer all the questions. Note that up to fifteen
marks will be given for the quality and accuracy of your use of English throughout this Paper.
NOTE: When a question asks for an answer IN YOUR OWN WORDS AS FAR AS
POSSIBLE and you select the appropriate material from the passage for your answer, you
must still use your own words to express it. Little credit can be given to answers which only
copy words and phrases from the passage.
1

What does the title First Lady of Food (lines 8-9) suggest about the perception
Americans had of Betty Crocker?

...[1]

Explain what the author means by using seduce (line 20) to describe the efforts of the
companies. Use your own words as far as possible.

[2]

Explain the paradox in this illusion becomes their reality (lines 27-28).

[2]

Why does the author describe peoples attempts to take an immaculate Instagramworthy selfie as hopeless (line 42)? Use your own words as far as possible.

[2]

What do you understand by won the gene pool lottery in line 45?

[1]

For
Examiners
Use

8
6

Why is the word lesser (line 46) in inverted commas?

[1]
Explain how the author illustrates his view that image has a stranglehold on society
(line 56) in paragraph 5. Use your own words as far as possible.

[3]

In paragraph 6, what explanations does the author offer for some companies profits
remaining unscathed despite their less than scrupulous practices (line 73)? Use your
own words as far as possible.

[2]

Using your own words as far as possible, explain the irony in lines 77 to 79.

[2]

10 Suggest why the evolution of Betty Crockers image over the years has helped the
brand to stay relevant (line 88).

.......[1]

For
Examiners
Use

11 Using material from paragraphs 24 only (lines 1253), summarise what the author has
to say about the benefits that branding and image have for companies, and the harms
they may cause to individuals.
Write your summary in no more than 120 words, not counting the opening words which
are printed below. Use your own words as far as possible.
Branding and image are of benefit to companies because ...............................................

[8]

For
Examiners
Use

10

12 Lee Anderson writes about the power of image and branding, and highlights some
possible effects on individuals and society. How far would you agree with his
observations? Relate your opinions to your own society.

10

For
Examiners
Use

11

11

For
Examiners
Use

12

.[10]

12

13
Anderson Junior College
JC2 Preliminary Examinations 2015
General Paper Paper 2Answer Key
1. What does the title First Lady of Food (lines 8-9) suggest about the perception
Americans had of Betty Crocker? [1]
Text

Answer

She even became the second bestAmericans perceived/saw Betty Crocker as an/a
known woman in America in 1945,
following First Lady Eleanor Roosevelt.
1 Esteemed person (the degree of the intensity must
Previously known as the First Lady of
be suggested in the students answer)
Food, the name of Betty Crocker remains
current today, sharing advice and recipes 2 in the field of food/cooking/culinary arts.
with loyal followers on a contemporary
and well-maintained website.
2. Explain what the author means by using seduce (line 20) to describe the efforts
of the companies. Use your own words as far as possible. [2]
Text

Answer

Indeed, companies that

can withstand economic
recessions are those that
manage to seduce the
growing middle class in
countries like India,
China and Brazil, into
buying premium
brandsat premium
prices, arguably to a
point of obsession.

Companies
Idea of companies drawing consumers (force of attraction):
1 lure consumers into[1m]
To purchase products against their logic (Negative connotation):
2 making ill-advised purchases. [1m]

Note: Words in bold

cannot be lifted (as they
answer the question)

3. Explain the paradox in this illusion becomes their reality (lines 27-28). [2]
Text

Answer

Are brands really worth the price

consumers pay for them? Nobody can
deny that some brands can remain
appealing for long periods because of
the tried and tested quality of their
products. Still, not all brands
necessarily have products that truly
match up to their name. The appeal of
brands is often built around peoples
perception. People see what they want
regardless of the reality that surrounds

1 Stating of the apparent contradiction in the paradox:

Productsmay not actually possess the same
level of quality in reality as what consumers think

2 Reason why the paradox exists:

However, consumers can choose to believe their
untrueperception of these brands (so strongly) that
3 Possible resolution of the contradiction in the
paradox:
they think what is unreal about the brands is

13

14
them. Indeed, this illusion becomes their
reality. Iffacts were to rule the day in
marketing, many of the top consumer
brands would be relegated to the bottom
shelf.

actually real.

4. Why does the author describe peoples attempts to take an immaculate

Instagram-worthy selfie as hopeless (line 42)? Use your own words as far as
possible. [2]
Text

Answer

People may make hopeless attempts to

take that immaculate Instagram-worthy
selfie, only to be obsessivelyanalysed
by othersandeven by themselves.

The attempt to take an immaculate Instagram-worthy

selfie is a futile endeavour
1 because there will always be criticisms by the self
or their peers [1m]

Words in bold cannot be lifted

2 and a picture can therefore never appear perfect.
[1m]

5. What do you understand by won the gene pool lottery in line 45? [1]
Text

Answer

On one end of the spectrum will be

those believed to have won the gene
pool lottery and are deemed to be the
epitome of beauty, and on the other,
the lesser mortals.

Some people are lucky to be born with exceptionally good

looks.
and whether one is born with the perfect look or otherwise
is entirely random.

6. Why is the word lesser (line 46) in inverted commas? [1]

Text
On one end of the spectrum are
those believed to have won the
gene pool lottery and are deemed
to be the epitome of beauty, and on
the other, the lesser mortals.

Answer
Those who are more plain-looking may be perceived by
some to have less worth than those who are blessed with
good looks but do not truly have less worth.

7. Explain how the author illustrates his view that image has a stranglehold on
society in paragraph 5. Use your own words as far as possible. [3]
Text
Despite knowing that image is
superficial and that it is rarely real,

Answer
The author gives the example of:

14

15
people remain fixated on their image
and that of others. Seductive or
repulsive, dazzling or ordinary, chic or
dated image has a stranglehold on
society. No one understands this
better than people with political
ambitions, who often engage a team
of professional image consultants to
coach them on their physical
appearance, body language, and
even the way they speak to convey
an image of a strong, approachable
leader.Voters are so attuned to
embracing images that they are
unknowingly swayedby such
subliminal messages embedded in
campaigns. At the ballot box, it is the
overall package they vote for.
Candidates with sound policies but
with less adept political campaigners
often end up trailing behind in the
polls and may not get elected.

1. Politicians who are able to package themselves very well

(to appear confident),
2. and the voters/people are subconsciouslyimpressed by
their image
3. These politicians who may not have very strongpolicies
often win the vote

8. In paragraph 6, what explanations does the author offer for some companies profits remaining unscathed
despite their less than scrupulous practices (line 73)? Use your own words as far as possible. [2]
Text

Answer

A well-crafted positive image weathers negative

comments on controversial business practices. Nikes
Swoosh remains popular even if it has been linked to
sweatshops. Clever advertising allowscompanies
todistractconsumers from theirimmoraldeeds.
Unilever, which owns Dove, has been accused of
deforestation of the Sumatran Rainforest to grow oil
palms used in its products. Yet, Dove has grown from a
$200 million soap brand in the early 1990s into a brand
that is estimated to be worth nearly $4 billion today, all
thanks to theimpressivecultivation of a socially
responsibleimage. In addition, some of these
companies success can also be attributed to them
consciously associatingthe brand with a higher
purpose and making consumers identifywith them.
Hence, despite some companies less than scrupulous
practices, their profits are unscathed.

(Skilful) portrayal of a product turns consumers attention away from

their wrongdoings

Through crafting a perception of an ethical company

Associating the brand with a higher purpose:

3 They also relate their products to more lofty ideals
Consumers therefore identify with these companies:
4 thus being able to connect with consumers.

9. Using your own words as far as possible, explain the irony in lines 77 to 79. [2]
Text

Answer

Sometimes, the image which was

1 One would expect that the image that is nurtured
carefully cultivated can be perceived
would help appeal to customers
by consumers in markedlydifferentways
and ironically end up reducingsales.
2 yetthe image backfired and resulted in decreased
profits

15

16
10. Suggest why the evolution of Betty Crockers image over the years has helped
the brand to stay relevant (line 88). [1]
Text
Reinventing an image can help a
brand stay relevant in the long haul.
Just look at how Bettys image has
evolved over the years from a typical
housewife in the 1920s to a strong,
empowered career woman in the
1990s, to a faceless brand today. A
powerful branddwells and grows in the
mind of the consumer.

Answer
The evolution of her image manages to adapt to
changing preferences/circumstances in the world(in
order to continue to be appealing to consumers). [1m]
OR

The reason it is able to stay relevant is that it constantly

evolves to be in line with societal changes over time.
[1m]
OR
The reason it is able to stay relevant is that it adapts to
changing world views about women aligned with
current sentiments. [1m]

16

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11. Using material from paragraphs 24 only, summarise what the author has to say
about the benefits that branding and image have for companies, and the harms they
cause to individuals.
Write your summary in no more than 120 words, not counting the opening words
which are printed below. Use your own words as far as possible.
Branding and image are of benefit to companies because [8]
No
.

Lifted

Banned
Words

Paraphrased

From Paragraph 2 (Benefits to Companies)

1

helps a company to
maintain its prominence

Prominence

Apt brand promotion is

necessary especially with
the increasing levels of
global competition that
businesses face.

Helps a company
to(continueto)stand out/to
distinguish itself (from others/in
the market)

(lines 12-14)
2

To capture new markets(line Capture

15)
Market(s)

To attract new/additional
consumer pool / consumers/
expanding economies
(economies include people and
markets)

to penetrate peoples wall of

indifference towards their
products or services(lines
15-16)

Penetrate
To make them interested in the
Wall of
product / attract consumers
indifference attention

Create brand heat(line 16)

Brand heat

Create hype
*Do not accept trendy

Create product lust(line 17)

Product
lust

Yearn / desire / covet / crave /

long for the product

brands do better in tough

times compared to
unbranded products.
Indeed, companies that can
withstand economic
recessions (lines 19-20)

Do better
Tough
times
Withstand
Economic
recessions

Strong brands / companies with

good branding are able to cope
with difficulteconomic crises

seduce the growing middle

class in countries like India,
China and Brazil, into

Seduce
premium

make their consumers to

exorbitant prices (for their
products)

17

Note: Context of economics

must be present

18
buying premium brands at
premium prices (line 21)
8

To a point of obsession(line
22)

Obsession

Where consumers keep paying

high prices in an addicted
manner

From Paragraph 3 (Benefits to Companies)

9

Are brands really worth the

price consumers pay for
them?not all brands
necessarily have products
that truly match up to their
name(lines 25-26)

Worth
Match up

Good branding allows

companies to get away with
selling inferior goods

10

new brands would not

evolve beyond mere
business plans (lines 30-31)

Evolve
Plans

New companies can enter the

market with branding

11

some recognised brands

have already established a
perception of strength,
quality, or leadership in the
minds of consumers (lines
31-32)

Established Branding allowscompanies to

Perception build a lasting reputation
of strength,
quality, or
leadership

From Paragraph 4 (Harms to Individuals)

12

devalue how we view

others (line 37)

Devalue

However, branding can lead to

degrading / deprecating views of
others

13

(devalue how we view)

even ourselves (line 38)

Devalue

(branding can lead to degrading

views) and ourselves

14

build a particular image

one that they may not
morally agree with (line 38)

15

resort to lying (line 39)

Resort

(turn to) lying,

16

engaging in destructive
behaviour (line 40)

Destructive
behaviour

And damaging actions

*Do not accept negative
behaviour (too vague)

17

highly narcissistic exercise

(line 42)

Narcissistic

overly focusing on themselves

18

harms to the body (line 47)

19

(harms to the) bank account

(line 47)

It can lead to people engaging in

unethical /

Harms their body

Do not accept waste away
(wrong meaning)
Bank
account

18

Harms wealth
OR
wastes their money

19
(negative shade must be in the
answer)
20

A simple and mindless

comment can drive some to
[Inferred impact on the
people] (lines 47-48)

Needs
inference,
plain lifting
or literal
paraphrasin
g will not
get the
mark

People become overly sensitive

to the perception of others
(towards their image /
appearance)

21

When peoples attempts to

build a perfect image fail,
they often get ridiculed,
which deals a further blow
to their already low
esteem(lines 51-52)

Blow
Esteem

Failure to achieve their desired

image can further damage their
self-worth / confidence
OR
their low self-worth / confidence
is hurt even more

22

isolate themselves from

their peers (line 53)

Isolate
Peers

Segregate themselves from their

*Do not accept general terms
like people

23

(isolate themselves from)

the world (line 53)

Isolate
World

(Segregate themselves from)

and the society
engage in anti-social behaviour
Branding separates people from
the world
*Do not accept general terms
like the earth, the universe,
the planet

No of Pts correctly
identified
15+
13-14
11-12
10
8-9
6-7
4-5
1-3

Marks
8
7
6
5
4
3
2
1

12. Lee Anderson writes about the power of image and branding, and highlights
some possible effects on individuals and society. How far would you agree with his
observations? Relate your opinions to your own society. [10]

19

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