Publicity is related to Design. Design is related to Look. Look is a synonym of Spirit. 
Bowl is related to Heavy. Heavy is related to Large. Large is similar to Comprehensive. Comprehensive is related to General. 
Publicity <--RelatedTo--> Design <--RelatedTo--> Look <--Synonym--> Spirit 
Bowl <--RelatedTo--> Heavy <--RelatedTo--> Large <--SimilarTo--> Comprehensive <--RelatedTo--> General 