INTERMEDIATE – ADVERTISING ON THE AIR

Suggested Use will be in red Girl’s homework in blue

1. FOCUS ON THE TOPICA. PREDICTING; Discuss these questions with the class. Do this the week before they read the chapter. Promote

seeing, thinking, imagining, problem solving and discussion1 Look at the advertisement. What product is it selling?2 Why does this ad use a photo of a turtle to sell the product? Do you think this ad would encourage

people to buy the product? Why or why not?3 Look at the title of the unit. What kind of advertising do you think this unit will be about?

VOCABULARY FOR COMPREHENSION should be done by the students as homework. Do not spend class time

Match each underlined word with a definition or synonym listen below. Write the correct letter in the blank.

a. Controlb. Things that have the power to make someone interestedc. Ways to make us laughd. Feelingse. Matchf. Opinions about ourselvesg. Make someone decide to do somethingh. Do one thing very welli. High standard and expensivej. Special ways of doing things1 ____ Advertisers use our emotions to encourage us to buy products. They try to make us feel happy or sad,

for example. 2 ____Advertisers try to manipulate our feelings so that we will buy their products.3 ____Advertisers control our feelings by using emotional appeals that attract our attention.4 ____We all like to hear funny stories, so advertisers often use humor in their ads. 5 ____It wouldn’t be good to make a funny ad about a serious product. The ad wouldn’t fit the product.6 ____Some advertising companies specialize. For example, some companies create ads only for radio, while

others create ads for TV. 7 ____I want him to buy a new car, but he says we don’t need one. I’ll show him this ad. That will persuade

him.8 ____Hilton hotels are luxury hotels. Their advertisements usually focus on furnishings, exercise facilities,

restaurants, and service. 9 ____Sound effects, music, and songs are techniques that advertisers use to make their ads interesting and

easy to remember. 10 Our egos make us want to look good in front of others.

2. FOCUS ON LISTENINGA. LISTENING ONE: Advertising on the air Girl’s homework + optional discussion on all products at end

AUDIO I Advert 2A- P5 MP3 Listen to the beginning of a lecture on advertising. Guess the best answer to complete each sentence. Discuss your answers with the class.1. This talk take place ______

a) At a meetingb) In a collage classroomc) On television

2. The rest of the listening will be about ____

a) The history of radio advertisingb) Radio versus TV advertisingc) How advertisers manipulate emotions

LISTENING FOR MAIN IDEAS: Girl’s homework

1. Listen to the lecture. Put the emotional appeals in the order that you hear them. Mark them 1 (first) and 2 (second). One of the appeals is not mentioned. Then draw a line from the appeal to the prodct that the appeal is used to sell. One of the products is not mentioned. Emotional Appeals Products Advertised____ humor hair color____ romance flea collar____ ego fancy shampoo

2. Circle the best answer to complete each sentence.1. The professor plays examples of radio ads ____ the lecture.

a. At the beginning of b. throughout c. at the end of2. The professor presents the information in ____ manner.

a. An organized b. a confusing c. a formal 3. In this class these is ____ participation from the students.

a. A lot of b. some c. no

LISTENING FOR DETAILS circle the best answer to complete each sentence. Girl’s homework1. Last week the class talked about the ____ of radio advertising.

a) Effectiveness b) history c) cost2. Advertisers manipulate our emotions by using ____.

a) Our attention b) radio ads c) emotional appeals3. Humorous ads ____

a) Are easy to remember b) appeal to our egos c) make us feel uncomfortable4. Most flea treatments involve ____ with harsh chemicals

a) Eating b) bathing c) combing5. The Doggie’s Friend flea collar has a ____ that fleas don’t like.

a) Noise b) smell c) color6. Advertisers don’t make humorous ads for ____ products.

a) Expensive b) funny c) serious7. People buy luxury cars so they can look ____

a) Strong b) rich c) safe8. Kathy ____ a grandmother.

a) Is b) is not c) is hoping to be9. It takes ____ minutes to get results from Younger You.

a) 10 b) 7 c) 510. At the end of the listening, the professor says he will talk about ____

a) Other appeals in advertising b) other kinds of advertisingc) the cost of advertising

REACTING TO THE LISTENING Before advertisers create ads, they have to decide what the market, or audience, will be. An ad may target, or focus on, men, women, young people or older people, and so on.

1. LISTEN again to the advertisements in the lecture. (pg 7). On the chart, check the characteristics that describe the market for each ad. Write reasons for your choices. Give additional ideas for other markets in the section labeled “other”. Discuss your opinions with the class. Girl’s homework + optional discussionMARKETS THAT THE AD TARGETS - DIGGIES FRIEND YOUGER YOUGendera) Maleb) FemaleAge in yearsa) Birth-12b) 13-19c) 20-39d) 40-59e) 60 or olderIncomea) Below averageb) Averagec) Above averaged) RichOther___

2. Discuss these questions with the class opinion discussion1. The lecture discusses two emotional appeals used in advertising. In your opinion, is either one of these

appeals more effective than the other? Why or why not?2. Do you feel that it is all right for advertisers to use out emotions to get us to buy products? Why or

why not?3. How often do you listen to the radio? Are you influenced by (affected by) radio ads? Wy or why not?

B. LISTENING TWO: Negative AppealsThe appeals in listening one focused on positive emotions. In Listening Two, you will hear ads that use negative emotions.Listen to the two ads. Match each ad with an emotional appeal and write the letter in the blank. One of the appeals is not mentioned in the listening.Advertisement Emotional Appeals____ Thief buster ad a) Embarrassment____ Rinse Away ad b) guilt

c) FearC. LINKING LISTENINGS ONE AND TWO Girl’s homework + optional discussion

Discuss the questions in pairs or small groups. Then share your ideas with the class.1. Think of all the advertisements that you heard in Listening One and Two. Which of the ads is the easiest

for you to remember? Why is it memorable? 2. In Listening One, the professor talks about fitting the right emotional appeal to the right product.

a) In the chart below, write the four products and the emotional appeals that were presented in Listenings One and Two. Then discuss why each appeal fits its product.This chart asks for PRODUCT and EMOTIONAL APPEAL used for that product.

b) If you produced advertisements, which appeals from Listenings One and Two would you use to sell each product below? Choose one or two appeals for each product and write them in the blanks. Share your choices with the class. 1. Diet pills ______________________2. Disinfectant spray (killing kitchen and bathroom germs ____________3. Children’s cookies _________________4. Perfume __________________

3. FOCUS ON VOCABULARY A testimonial is a letter from a satisfied customer telling how great a product is. Read the following testimonial about Clayton’s microwave dinner. ……

Pg. 10 #3-2 Girl’s homework + optional discussionPg 11 #4 FOCUS on SPEAKING:

PRONUNCIATION: Girl’s homework + optional discussion

Pg 12 #2 Girl’s homework + optional discussion

Pg 13. STYLE: Attention Grabbers Girl’s homework

Pg. 14 GRAMMAR Imperatives: Basico Ingels pgs 195-6 Imperatives= mandatos. Review which words are orders. If student doesn’t know this grammar, they should review the Basico Ingles reference pages.