Lesson 32 How to appeal

ポイント
“Appeal” has become a commonly used カタカナ word. But it’s actually used quite differently in English.

ダイアログ
Elena: How should we market our new product?
Hiromi: I think we should appeal its advantages.

解説
The problem Hiromi has is grammatical. Here, “appeal” is 自動詞 (“The advantages appeal to customers”) not 他動詞. As 他動詞, “appeal” means to apply for a case to be reviewed by a higher count or tribunal (“I will appeal this unfair decision”). Hiromi should say, “I think we should emphasize its advantages.” Remember that products can appeal, but we cannot appeal products.