Objective Proficiency p 46. Keys and Vocabulary

Ex 1

• Curb something : /kɜːb/ to control or limit something, especially something bad. E.g. He needs to learn to curb his temper. A range of policies have been introduced aimed at curbing inflation.
• cuddly:  /ˈkʌdli/ 1. if a person is cuddly, they make you want to cuddle them. E.g. a tiny, cuddly kitten. 2. (of a child’s toy) soft and designed to be cuddled. E.g. a cuddly rabbit
• Bounds: /baʊndz/ the accepted or furthest limits of something. Sp. Límites. E.g. beyond/outside/within the bounds of decency. Public spending must be kept within reasonable bounds. It was not beyond the bounds of possibility that they would meet again one day. His enthusiasm knew no bounds (= was very great). Do you think some advertising goes beyond the bounds of good taste?

  

Ex 2
Text A

• Adland: Informal the advertising industry and the people who work in it.
• Pigeonhole somebody (as something): /ˈpɪdʒənhəʊl/ to decide that somebody belongs to a particular group or type without thinking deeply enough about it and considering what other qualities they might have. Categorize. Label. E.g. He has been pigeonholed as a children's writer. 
• Be set on something/on doing something: to want to do or have something very much; to be determined to do something. E.g. She's set on a career in medicine. He's set on getting a new car. 
• Be (dead) set against something/against doing something: to be strongly opposed to something. E.g. Why are you so dead set against the idea?
• Long-standing: that has existed or lasted for a long time.E.g. a long-standing relationship.
• Demise: /dɪˈmaɪz/ the end or failure of an institution, an idea, a company, etc. Desaparición.
• Rock: to shake or to make something shake violently. E.g. The house rocked when the bomb exploded. Rock something e.g. The town was rocked by an earthquake. (Figurative) The scandal rocked the government (= made the situation difficult for it).
• Opinionated: /əˈpɪnjəneɪtɪd/ having very strong opinions that you are not willing to change. E.g. I've never met anyone so arrogant and opinionated.
• Discerning: /dɪˈsɜːnɪŋ/ able to show good judgement about the quality of somebody/something. Exigente, con criterio. E.g. The discerning customer will recognize this as a high quality product.

Text B

• Contend: /kənˈtend/ contend that… (formal) to say that something is true, especially in an argument. Maintain. E.g. I would contend that the minister's thinking is flawed on this point.
• Deferential: /ˌdefəˈrenʃl/ showing that you respect somebody/something. Respetuoso. E.g. They are deferential, and supportive.
• Narcissism: /ˈnɑːsɪsɪzəm/ the habit of admiring yourself too much, especially your appearance. 
• Solace: /ˈsɒləs/ a feeling of emotional comfort when you are sad or disappointed; a person or thing that makes you feel better or happier when you are sad or disappointed. Comfort. Consuelo. E.g. He sought solace in the whisky bottle. She turned to Rob for solace. His grandchildren were a solace in his old age. 
• Shatter: to suddenly break into small pieces.
• Attend to somebody/something: to deal with somebody/something; to take care of somebody/something. Atender, ocuparse de. E.g. I have some urgent business to attend to. A nurse attended to his needs constantly. (British English, formal) Are you being attended to, Sir? (= for example, in a shop).
• Savvy: /ˈsævi/ practical knowledge or understanding of something. E.g. he has a lot of political savvy.
• Daunting: making somebody feel nervous and less confident about doing something. Intimidating. Desalentador, sobrecogedor. E.g. She has the daunting task of cooking for 20 people every day.