Post on 13-Aug-2015
Recap
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Recap
In the previous lesson you learnt to:
• Explain the importance of team work to an organisation
• Discuss some of the issues involved in team building
• Identify the points of view of speakers in an authentic discussion
• Identify and use non-defining relative clauses
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Advertising
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At the end of this lesson you will be able to:
• Use appropriate vocabulary to talk about advertising
• Match modal verbs to their function
• Use modals to make deductions in the past and present
• Understand the main idea of a text with unknown vocabulary
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Learning Objectives
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Speaking Skills
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Discussion
• Does your company advertise? If so, where and what methods does it
use?
• How has advertising changed over the years?
• What type of advertisements do you think work best? Why?
• What do you think is the biggest challenge facing advertisers
today?
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Reading Skills
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Ignoring Unknown Words While Reading
Read the headline below. What do you think the biggest challenge is,
according to the article?
Look Here! How to Market When Everyone is Distracted
• This article has challenging vocabulary.
• Read the article without worrying about any words you don’t know.
• Try to understand the main tip given in each paragraph.
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Reading Skills
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Ignoring Unknown Words While Reading
Fill in the table
Tip Main point in your own words Example
1 Simple adverts work the best Apple
2
3
4
5
6
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Reading Skills
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Ignoring Unknown Words While Reading
Answers
Tip Main point in your own words Example
1 Simple adverts work the best Apple
2 Be creative about where to advertise Zappos
3 Make it relevant to the viewers Bud Light
4 Use fast marketing for fast people Old Spice
5 Do something memorable Lyft drivers cars
6 Make it easy to access and share Melbourne metro
7 Make it fun Dollar Shave ClubFor Aptech Centre Use Only
Reading Skills
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Exercise
Answer the following questions about the text.
1. People
a. only listen to what is importantb. don’t listen much nowadaysc. listen even if something is unimportant
2. Apple’s adverts work because
a. it’s okay not to be clearb. they use a lot of whitec. they focus on form and function
3. Airport security bins
a. are only used to advertise shoesb. are rarely used for advertisingc. are a common place to advertiseFor Aptech Centre Use Only
Reading Skills
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Exercise
Answer the following questions about the text.
4. ‘Ian up for whatever’ is about
a. a celebrity called Ianb. not about a man called Ianc. an ordinary man called Ian
5. ‘Dumb ways to die’ was
a. not popular in Australiab. Popular on the Internetc. hugely popular in Australia
6. The strategies described in this article
a. are most suitable for entrepreneursb. can’t be used by entrepreneursc. won’t be popular with entrepreneursFor Aptech Centre Use Only
Reading Skills
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Exercise
Answers
1. Only listen to what is important
2. They focus on form and function
3. Are rarely used for advertising
4. An ordinary man called Ian
5. Popular on the internet
6. Are most suitable for entrepreneurs
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Reading Skills
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Exercise
• Which words did you need to look up?
• Which words were you able to guess?
• Are their any words that you don’t think are useful for you?
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Vocabulary
Below is a list of the important terms used in the advertising industry.
Discuss with your group and sort them using the ‘traffic light’ system:
I am sure I know the meaning of this word
I have some idea of the meaning of this word
I don’t know the meaning of this word
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Vocabulary
Term or
1. brand
2. logo
3. slogan
4. campaign
5. sponsor
6. market Share
7. market Leaders
8. consumerism
9. market saturation
10. brandstretching
Match the words to their definitions.
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Vocabulary
Answers
Term or
1. brand f
2. logo e
3. slogan b
4. campaign c
5. sponsor a
6. market Share g
7. market Leaders h
8. consumerism d
9. market saturation I
10. brandstretching jFor Aptech Centre Use Only
The modals verbs in English are will, would, shall, should, must, might,
may, can and could. They are always followed by a main verb and tell
us more about the function of the main verb.
Examples:
• Jenny can swim (ability)
• You must listen to me (obligation)
• You can’t be serious! (lack of possibility)
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Introduction to Modals
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Each modal can express several different functions.
Examples:
• Suki can’t swim (lack of ability)
• You can’t use a calculator in the exam (prohibition)
• John can’t have stolen the cookies; he wasn’t there. (deduction)
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Introduction to Modals
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Match these sentences to their function.
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Exercise
Sentences Function
1. James was at your old school when you were there. You must have known him.
a. permission
2. You mustn’t talk in the library. b. (internal) obligation
3. I have no money left. I must go to the bank.c. deduction (positive in the
past)
4. Yes, Jessica, you may go to the party.d. deduction (negative in the
present)
5. The phone is ringing. It might be Danny. e. prohibition
6. That can’t be Brendan at the door. He’s abroad.
f. possibilityFor Aptech Centre Use Only
Answers
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Exercise
Sentences Function
1. James was at your old school when you were there. You must have known him.
c. deduction (positive in the past)
2. You mustn’t talk in the library. e. prohibition
3. I have no money left. I must go to the bank. b. (internal) obligation
4. Yes, Jessica, you may go to the party. a. permission
5. The phone is ringing. It might be Danny. f. possibility
6. That can’t be Brendan at the door. He’s abroad.
d. deduction (negative in the present)For Aptech Centre Use Only
Grammar
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Modals of Deduction
Deduction means working something out from the evidence we have.
We can use modals to express deductions about what is being advertised.
• It must be for a baby product. (I feel sure it is)
• It might be a for baby formula. (It is possible)
• It could be for baby lotion or powder. (It is possible)
• It may be for a toy for babies (It is possible)
• It can’t be a car. (I feel sure that it isn’t)For Aptech Centre Use Only
Look at this picture from another advertisement. Make
deductions about what it is advertising.
Write one sentence each with must, may, might, could and
can’t.
______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
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Modals of Deduction
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Answers
It must be for a product aimed at men.
It may be for aftershave
It might be for jeans.
It could be for shoes.
It can’t be for a baby product.
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Modals of Deduction
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This picture is from an advertisement. We can make guesses at what this advert is
for.
• It must have been for some kind of food.
• It may have been for butter.
• It might have been for vitamins.
• It could have been for bread.
• It can’t have been for pet food.
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Modals of Deduction
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The ‘have’ is usually pronounced in its weak form /həv/
• You must have /’mʌstəv/ heard of Greta Garbo!
• He might have /’maɪtəv/ taken photos.
• You can’t have /’kɑ:ntəv/ eaten all those biscuits!
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Modals of Deduction
Past participle
Modal Have+ +
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In informal writing, it is possible to write the abbreviated forms for the positives but not the
negatives:
• must’ve
• might’ve
• could’ve
• may’ve
• can’t’ve X
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Modals of Deduction
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Write deductions for this past advert from the 1940’s.
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
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Modals of Deduction
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Answers
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Modals of Deduction
It must have been for a product aimed at
young people.
It may have been for perfume.
It might have been for a drink.
It could have been for toothpaste.
It can’t have been for a product aimed at the
elderly. For Aptech Centre Use Only
Listening Skills
Pre-listening Task
• Do you use any Amul products?
• Are you familiar with any of their advertisements?
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Talking to an Ad Guru
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Listening Skills
True or False ?
1. Celebrity endorsements are important for Amul India.
2. Amul uses a mascot to help its advertising campaigns.
3. Amul is a popular brand in India.
4. Amul’s adverts can be funny or related to current affairs.
5. Amul prefers to advertise in print media.
6. Because of its large customer base, Amul no longer feels the need to
advertise.
7. Newspaper ads don’t last long.28© Aptech Training Ltd. FZE
Listening
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Listening Skills
Answers
1. Celebrity endorsements are important for Amul India.
2. Amul uses a mascot to help its advertising campaigns.
3. Amul is a popular brand in India.
4. Amul’s adverts can be funny or related to current affairs.
5. Amul prefers to advertise in print media.
6. Because of its large customer base, Amul no longer feels the need to advertise.
7. Newspaper ads don’t last long.29© Aptech Training Ltd. FZE
Listening
False
False
False
True
True
True
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• Do you think different products or services suit different media? Can you give
some examples?
• Where (hoardings, internet, TV, newspaper, magazine, flyers and so on) would
you advertise the following: a new international school, instant noodles, a family
car, pet food.
• Share your ideas with your group.
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Post-listening Discussion
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Test Your Knowledge
Statements
1 This _________ be the correct answer. The others are definitely wrong.
2 He is off today, he _________ be sick.
3 I _________ still have your novel, but I'm not certain.
4 I'm not sure but the painting _________ be an original.
5 He is late, he _________ not get the job.
1. Complete the sentences by choosing the correct word from might or must
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Test Your Knowledge
Statements
1 This _________ be the correct answer. The others are definitely wrong.
2 He is off today, he _________ be sick.
3 I _________ still have your novel, but I'm not certain.
4 I'm not sure but the painting _________ be an original.
5 He is late, he _________ not get the job.
1. Answers
might
must
might
might
might
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Test Your Knowledge
Sentences
1 The target audience is never considered when creating advertisements.
2 Advertisements must have a clear purpose.
3 Advertising often tells a story people can relate to.
4 Advertisement s should not engage their audiences.
5 Advertisements should create something memorable for the audience.
2. Which sentences are true for advertising.
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Test Your Knowledge
Statements
1 The target audience is never considered when creating advertisements.
2 Advertisements must have a clear purpose.
3 Advertising often tells a story people can relate to.
4 Advertisement s should not engage their audiences.
5 Advertisements should create something memorable for the audience.
2. Answers
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In a Nutshell…
In this lesson you learnt to:
• Use appropriate vocabulary to talk about advertising
• Match modal verbs to their function
• Use modals to make deductions in the past and present
• Understand the main idea of a text with unknown vocabulary
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36
Thank You
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