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@@ -207,13 +207,45 @@ The most common way to do this is to use plural forms.
 If this is not possible, you can use the slash forms (i.e. he/she, his/her, him/her).
 
 \subsection{passive voice}
-
+\subsection{example 1}
 You can often eliminate a passive construction simply by rearranging the existing elements in the
 sentence.
 
 \begin{itemize}
 	\item Unacceptable: \sout{Female customers are targeted by this advertisement.}
 	\item Acceptable: This advertisement targets female customers.
+	\item Optimal: They believe that employees, competitors and special-interest groups have to be addressed by
+	corporate communication.
+\end{itemize}
+
+\subsection{example 2}
+
+In other cases, an appropriate noun can be inserted, even if the idea behind the sentence is a general one.
+
+\begin{itemize}
+	\item Unacceptable: \sout{It has to be considered that men prefer products that suggest power and control.}
+	\item Acceptable: Marketers (advertisers, companies)must consider that men prefer products that
+	suggest power and control.
+\end{itemize}
+
+\subsection{example 3}
+
+With truly general observations use \textbf{one} constructions instead of passive writing.
+
+\begin{itemize}
+	\item Unacceptable: \sout{It must be remembered that there are vast cultural differences between
+	countries.}
+%\pagebreak
+	\item Acceptable: One must remember that there are vast cultural differences between countries.
+\end{itemize}
+
+special note:
+
+\begin{itemize}
+	\item Unacceptable: \sout{In this paper the nnpofiant fact01Sfor intemational managementare covered.}
+	\item Acceptable: This paper covers the mportant fact01Sfor international management.
+	\item Unacceptable: \sout{The amount of computersin Europe over the last 10 yearsis shown in graph 4.}
+	\item Acceptable: Graph 4 shows the amount of computers in Europe over the last 10 years.
 \end{itemize}