10. Read the following extract from an advertisement for a large insurance company and answer the questions which follow it:

Since we started in business it's been one disaster after another Even in the best run businesses, the occasional setback is only to be expected.

Now if you're thinking that we appear to have had more than our fair share, we would point out that we've been in the insurance business for close on 255 years.

So it's not really surprising that we've been involved in some monumental disasters.

Yet in each instance, we're happy to say, we paid up without quibbling or delay.

And this fact has undoubtedly helped us become one of the largest insurers in Britain today.

Because nothing does more to enhance the reputation of an insurance company than a demonstration of its ability to pay up when things go wrong.

After all, that's what insurance is all about, isn't it?

(a) The tide of the advertisement seems alarming. In 5 to 10 lines say why you think it is a good or bad title.

(b) For the benefit of a junior colleague, pick out the major features of layout and style in this advertisement which you think are not particularly suitable for business writing and explain why. Do not exceed 10 lines.

(c) An advertising executive remarks: 'Every firm must close down eventually. Therefore, the longer a firm has existed, the closer it is to its eventual closure. Therefore it is foolish to boast that you have been in business for 2 55 years'. Do you accept this argument as valid?

Give reasons for your answer.

(d) Another executive remarks: 'This advertisement merely stresses the company's solvency'. Firstly, what do you understand by solvency?

Secondly, do you agree with him? Thirdly, do you think that, if he is right, this is a sound basis for an advertisement?