Unformatted text preview: Unit 6 Advertising mu 9 -e W'niullﬁ t3- " ‘ Vocabulary: Advertising Language: Gerunds and infinitives Career skills: Storytelling Writing: Email responding to an advertisement The DOWF' of persuaSW“ II Match the verbs and nouns. project J an impact target \L an ad make t an image endorse d a campaign sponsor -.- an event launch t a brand run :3 a launch cancel ll an audience Use the clues to ﬁnd the words in the puzzle. large advertising sign. usually outdoors fair where companies exhibit their products getting the best results without spending too much money an advert shown on television method of selling over the phone means of making sure that people know about a new product where businesses show what they do or sell shiny and expensive-looking activity to help sell a product 1 used to display produCts on at a trade show I I company that provides advertising services to other businesses 24 l Unit 6 Complete the table below. verb noun exhibit exhibition 2 reduce i promote endorsement publicise b persuasion 7 demonstrate a cancellation Complete the sentences using the correct form (gerund or inﬁnitive) of the word in brackets. (achieve) results is all my boss cares about. Achieving It‘s important (present) a professional image ofthe company and its brands. I look forward to (work) with you on the new campaign. My agent made me (publicise) the new HollyBank soap range. although I can‘t stand it! I‘ve persuaded two local celebrities (attend) the launch. (‘an you ask Sam about (set) up the stand? I'm slowly realising that (target) the right people isn't going to be easy. You'll need (liaise) with the manager over the in-store displays. Unfortunately. (cancel) the launch has cost us Far more than we’d anticipated. I Listen to two colleagues discussing an advertisement. What were the two reasons why people complained about the advert? What happened next? I! Listen again and tick the useful phrases for storytelling you hear. It turned out You‘ll never believe it / To cut a long story short Just then In the end At that very moment To get to the point (iuess what happened next? Unit 6 I 25 Reading I Read the article quickly and choose the most appropriate title. New approach fails Too many ads! Advertising report ﬁndings Dramatic sales increase Now put the letters in brackets in the correct order to make words from the unit. What do these ﬁgures from the article refer to? a 59 b 3,000 c less than half (1 V3 0 23 f 2,000 Special report study by Yankelovich partners, an American consultancy, says that resistance to the growing intrusiveness of (1 kartemgni) M and advertising has been pushed to an all-time high. Its study found 65% of people now feel “constantly bombarded“ by ad messages and that 59% feel that ads have very little relevance to them. It has been calculated that the average American is subjected to some 3,000 advertising messages every day. If you add in everything from the badges on cars to (2 nagsols) on sweatshirts, the ads in newspapers. on taxis, in subways, computer pop-ups and even playing on W5 in lifts, then some people could be exposed to more than that number just getting to the ofﬁce. No wonder many (3 nsucorsem) seem to be developing the knack of tuning- out adverts. “People are getting harder to inﬂuence as (4 immeoccrla) clutter invades their lives,“ says a recent report by Deutsche Bank. lt examined the effectiveness of TV advertising on 23 new and mature (5 dsbma) of packaged goods and concluded that in some cases it was a waste of time. The (6 ctffeeevisens) of advertising is a hugely controversial area. Conventional wisdom in the industry is that sales may well increase for a certain period even People are tiring of ads in all their forms A recent 26 I Unit 6 percentage of people who don't think ado relate to them after the advertising campaign ends, but there comes a point when sales start to decline and it then becomes extremely expensive to rebuild the brand. This supports the idea of continuous advertising. But some people in the industry believe the conventional wisdom is no longer true. When America‘s big TV networls reached prime-time (7 nsceaduei) of 90% of households, they were a powerﬁal way to build a brand. Now that those groups might be as low as one-third of households. other ways of (3 mtogniorp) a brand have become more competitive. Moreover. many clients never really embraced continuous advertising: when times get tough, just as they did in 2000, one of the ﬁrst things many companies cut is their ad (9 dubteg) Robert Shaw. a visiting professor at the Cranﬁeld School of management in Britain, says that the return from traditional ad (‘0 demai) has always been poor. Generally under half of ads provide a return on their investment. And there can be various reasons why ads inﬂuence sales. other than their direct effect on consumers. For instance, if a producer announces a multi- million dollar ad ('I ngaipcam) then retailers are often persuaded to increase deliveries. This can result in a “distribution effect" that leads to additional sales. VJ . . Ll)’."IC H. k (is); y , t'v'vi‘r' I Listen to a news report on Procter and Gamble. Make notes on: What was Tremor? _' What are early adopters? 3 What are prosumers? Read the audioscript on page 8| and add to your notes. Using your notes, prepare a short (one minute) presentation to give to some advertising students, describing the three groups of people in Exercise 1. Write an email (60—80 words) to Geoff at Ads4you to ask for a free subscription. Provide the information requested. Then compare your answer with the suggested answer on page 9|. AA$4you We are the leading magazine for the advertising industry. offering up-to—date news, resources, job vacancies and so much more. Email Geoff at ads4you(_a‘ee.com to get your free two-week subscription. Remember to tell us what you do. who you work for and why you'd like the subscription — and, of course, where you saw this ad! Unit 6 I 27 ...
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Presentation on theme: "SS310 Unit 3 Seminar The Camelot Years Creation of a National Culture"— Presentation transcript:
1 SS310 Unit 3 Seminar The Camelot Years Creation of a National Culture
Exploring the 1960s:An Interdisciplinary ApproachProf. Erica Arnold-Wyche
2 Seminar Agenda Seminar Ground Rules Questions from Unit 2?
Unit 3 Key Terms/ConceptsIdeologyCultureField Trip: “The American Way of Life” DebateUnit 3 DiscussionUnit 3 AssignmentsQ & A
3 Seminar Ground Rules Focus on Topic Arrival time Respect
4 Unit 2
5 Unit 3 Key Concepts Ideology:
An integrated system of ideas or beliefs that rationalizes and justifies the exercise of power, influencing how power is exercised
6 Unit 3 Key ConceptsWhat are some of the key Functions of Ideology?
7 Unit 3 Key Concepts Functions of Ideology:
Describe human characteristics and societyRationalize & justifies a way of lifeProvides standards of right and wrongMotivates people to social and political action
8 Culture: Unit 3 Key Terms
The language, beliefs, values, norms, behaviors, and even material objects that are passed from one generation to the next
9 Unit 3 Key TermsMaterial culture: the material objects that distinguish a group of people, such as their art, buildings, weapons, utensils, machines, hairstyles, clothing and jewelry. Example?VSNon-material culture” (also called symbolic culture) a group’s way of thinking (including its beliefs, values, and other assumptions about the world and doing (its common patterns of behavior, including language and other forms of interaction) Example?
10 Unit 3 Key TermsCultural leveling: the process by which cultures become similar to one another; refers especially to the process by which U.S. culture is being exported and diffused into other nations.To what extent do you think this is happening? Example?
11 Unit 3 Key TermsEthnocentrism – the use of one’s own culture as a yardstick for judging the ways of other individuals or societies, generally leading to a negative evaluation of their values, norms, and behaviors.
12 Unit 3 Key TermsGlobalization – the growing interconnections among nations due to the expansion of capitalism.Since the 60s, the western way of life has rapidly spread across the globe. There is not a city in the world now where you cannot find a McDonalds, Pizza Hut, KFC, and, of course, blue jeans.//Is globalization is synonymous with Americanization?”
13 Unit 3 Field Trip: debate
Should the American way of life be embraced or rejected?Instructions: Go to Select three areas and read through both sides of the debate. Decide on which side of the debate you land for each of the 3 areas you selected. Be prepared to explain why you feel this way.Model principlesEconomic consequencesUnhealthyDiplomatic feelCultureInternational diversityNOTE: We will reconvene in 5 minutes. Please do not post your assessment until I give ahead go ahead to do so. This way we can have a groups discussion without the screen scrolling too fast. Thanks!
14 Field tip debrief//Model principles: Does the American way of life lack the model principles that should be emulated? Why to Why not?
15 Field trip debrief//Economics: Does adopting the American way of life have economic consequences? Why or Why not?
16 Field trip debrief//Unhealthy: Is the American way of life unhealthy?
17 Field trip debrief//Diplomatic feel: Does the American way of life encourage uncooperative, undiplomatic mentalities?
18 Field trip debrief//Culture: Is the American "culture" inferior to others internationally? Why or Why not?
19 Field trip debrief//Culture: Is the American "culture" inferior to others internationally? Why or Why not?
20 Field trip debrief// International diversity: Would the adoption of the American way of life mean the decay of unique international cultures? Why or Why not?
21 Field trip debrief//Overall, which side of the debate did you come out on? Embrace or reject “Americanized globalization?”
22 Unit 3 DiscussionLet’s discuss the impact of the global spread of capitalism and the American way of life. ….//Are we (the USA) indeed becoming a “global village” with western beliefs, values, norms?EXAMPLES?
23 Unit 3 Discussion//Will other nations’ beliefs, customs and traditions eventually become extinct?
24 Unit 3 Discussion//What place is there for other nations’ beliefs, customs, traditions, etc?Example:Hijab, Niqab, Burqa
25 Unit 3 DiscussionWhat is one example that you can think of where it appears traditions, customs, and beliefs that go directly against American values in this new global village?
26 Unit 3 DiscussionIs there a place for such traditions, customs, and beliefs that go directly against American values in this new global village?
27 Unit 3 Assignments Readings Web Resources Discussion Board Seminar
Activity: There is an interesting PowerPoint with audio presentation on the topics of capitalism and socialism.
28 Unit 3 Key Concepts ECOMONIC SYSTEMS* Capitalism
Laissez-faire capitalismSocialismDemocratic socialismConvergence TheoryMultinational corporations*Economy - a system of producing and distributing goods and services
29 Unit 3 Key ConceptsCapitalism – An economic system characterized by the private ownership of the means of production, market competition, and the pursuit of profits.VS.Laissez-faire capitalism - unrestrained manufacture and trade (literally “hands off” capitalism)
30 Unit 3 Key ConceptsSocialism – an economic system characterized by the public ownership of the means of production, central planning, and the distribution of goods without a profit motiveVSDemocratic socialism – a hybrid economic system in which capitalism is mixed with state ownership
31 Unit 3 Key ConceptsTIP: There is an interesting PowerPoint with audio presentation on the topics of capitalism and socialism via the Unit 3 Activities Link.
32 Unit 3 Key ConceptsConvergence Theory – the view that as capitalist and socialist economic systems each adopt features of the other, a hybrid (or mixed) economic system will emerge
33 Unit 3 Key ConceptsMultinational corporations – companies that operate across national boundaries; also called transnational corporations
35 Thanks for coming!