ae bc ppt10

Recap

1© Aptech Training Ltd. FZE

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

For Aptech Centre Use Only

Advertising


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


Learning Objectives


Speaking Skills


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?


Reading Skills


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.


Reading Skills



Fill in the table

Tip Main point in your own words Example

1 Simple adverts work the best Apple

2

3

4

5

6

7For Aptech Centre Use Only

Reading Skills



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


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


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


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


Reading Skills


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?



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



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.



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)


Introduction to Modals


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)


Introduction to Modals


Match these sentences to their function.


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


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


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.

______________________________________________________

_______________________________________________________

_______________________________________________________

_______________________________________________________

_______________________________________________________


Modals of Deduction


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.


Modals of Deduction


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.


Modals of Deduction


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!


Modals of Deduction

Past participle

Modal Have+ +


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


Modals of Deduction


Write deductions for this past advert from the 1940’s.

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________

__________________________________________


Modals of Deduction


Answers


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?


Talking to an Ad Guru


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


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

True For Aptech Centre Use Only

• 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.


Post-listening Discussion



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



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



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.



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



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


ae bc ppt10

Documents

aptech training

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use fast marketing

function use modals

fze discussion

fze recap

fze exercise answers

fze learning objectives