7. The following extract is taken with modifications from Video and Audio-Visual Review, vol. 1 (1975) no. 10:

For an industry whose prime concern is communciatwn, the audiovisual aids business is remarkably ineffective at conveying its own image.

Too many times we have attended demonstrations of new video recorders, tape systems, cine projectors, etc., where paradoxically anything but the equipment itself has been used to convey the sales message. One importer recently went so far as to use 16 mm cine film to portray its company identity, which would have been encouraging had the company not been launching a colour video tape machine.

Not that we are O\lrselves beyond criticism. The logical media for Video and Audio-Visual Review might arguably be video tapes,. video disc, film-strip or microfiche. However, even in those days of rising publicising costs, cold print remains substantially cheaper than any plastic-based magnetic format.

(a) Would it make any difference to the sense, and why, if the first sentence had spoken of 'primary concern' instead of 'prime concern'?

(b) In your own words, say what you understand by the following words or phrases in the extract: paradoxically; the logical media;
microfiche.

(c) If someone suggested that the extract was taken from an editorial, explain briefly what he meant and say whether you agree, and why.

(d) In a word or two, give an example from the extract of a 'plasticbased magnetic format'.

(e) If a typewriter manufacturer sent out a beautifully designed sales letter written by a leading artist in superb italic script, what connection would this have with the ideas in the first paragraph of the extract?
In a few lines say how far you regard such ideas as valid or invalid.
(LCC Private Secretary's Certificate)