module 1 PLURALS Remember that plurals in English are not always formed simply by adding an s. Words ending in -s, -sh, -ch, -x, and -z require -es. Words that end in a consonant and -y change the y to i and add -es. Words that end in o may add -es (tomatoes) or -s (photos). Words that end in -f or -fe usually change the f to v and add -s or -es. Most words of Greek or Latin origin keep their original plural in English. There are also several nouns that have irregular plural forms. The same rules for forming plurals apply to the inflection of the 3rd person singular of the present simple of verbs which usually add an s. GRAMMAR Give the plural of the words below. If you cannot give all of them, look them up in your dictionary. a. belief: ................................. i. lens: ................................. b. company: ................................. j. medium: ................................. c. copyright: ................................. h. policy: ................................. d. datum: ................................. l. ................................. e. dispatch: ................................. m. photo: ................................. f. ................................. n. self: ................................. g. factory: ................................. o. strategy: ................................. h. intermediary: ................................. p. truth: ................................. expense: process: Some of the following sentences contain a mistake. Make them correct. a. When did the firsts advertisement appear? b. Other companys sell less. c. What were the consequence of the advent of cables televisions in the advertising field? d. The media entertain or spread news and information to a large number of people. e. I hate February. f. He would prefer to be remembered for his talents in mediums other than photography. g. Bold colours, sharp contrasts, provocative woman are the characteristics that come together in this advertising posters. h. The basic need, among those who want to advertise, is speaking different language according to the audience being targeted. i. This is one of his first studys in the field of advertising techniques. j. Our target audience is elderly persons. k. The photo in the ad represents a crowded street with bus and cars. l. The American Meat Institute in Chicago was the first Leo Burnett client whose budget reached a million dollars. 40