- •Education Unit 1. Learning for Life Key Vocabulary List
- •Education in Great Britain
- •Education beyond Sixteen
- •Alternative Teaching?
- •Vocabulary Exercises
- •Ex. 3. Study the following definitions and give the corresponding educational terms.
- •Ex. 4. Supply the best words in Parts a and b.
- •Education in Australia
- •Unit 2. Co-education Key Vocabulary List
- •Choose the School – not the Sex
- •Vocabulary Exercises
- •Harassment formative years flawed detriment tend fierce reinforce underachievement inequality implicit enhance
- •Students
- •Get the Girls to School
- •Key Vocabulary List
- •Public Exams in Great Britain
- •Should Examinations Be Replaced with Other Forms of Assessment?
- •How to Pass the Exams
- •Vocabulary Exercises
- •Addictive disorders Unit 1. Smoking, New Attitude Key Vocabulary List
- •Addictive Disorders
- •Tobacco – The Emerging Crisis in the Developing World
- •Smoking Role Models Girls must look at themselves for a cure
- •Cracking Down on Young Smokers
- •Burned-up Bosses Snuff out Prospects of Jobs for Smokers
- •Vocabulary Exercises
- •Unit 2. War on Drugs Key Vocabulary List
- •A War We Have to Win
- •We Need Better Ways to Deal with Drug Problems
- •How the Drug Problem Affects the Workplace
- •Dare to Say No (Drug Abuse Resistance Education)
- •Vocabulary Exercises
- •Mass media Unit 1. Newspapers Key Vocabulary List
- •The Daily Staff
- •Press Council’s 16-point Code of Practice
- •Newspaper Headlines
- •Vocabulary Exercises
- •Janet Wins Battle of the Bras
- •Woman Wins Appeal over Struggle with Police Officer
- •Unit 2. Radio and Television Key Vocabulary List
- •Radio and Television in Britain
- •The Rating Battle
- •Soap Operas
- •Vocabulary Exercises
- •Writing
- •Unit 3. Tv or not tv Key Vocabulary List
- •Television: Advantages and Disadvantages
- •Watching with Mother
- •Tv “Damages Children’s English”
- •Children Watch Too Much Television
- •Tv Violence
- •Books, Plays and Films Should Be Censored
- •Going for the Big Break / Shouting at the Box
- •Vocabulary Exercises
- •The arguments for censorship
- •The counter-arguments
- •Writing
- •Unit 4. The World of Advertising Key Vocabulary List
- •Advertisers Perform a Useful Service to the Community
- •Why is Television Advertising Capable of Manipulating People?
- •Children and Advertising
- •The Language of Advertising
- •1. Skim quickly through these advertisements. What do they have in common? What techniques do they use to attract the reader’s attention?
- •Skinny legs
- •Ashamed of prune lips?
- •Wrinkle Stick
- •2. With a partner choose two of the advertisements to read more closely. Answer these questions on style.
- •4. Work individually. For each statement, put a tick in the column which most accurately reflects your opinion.
- •Vocabulary Exercises
- •Discussion
- •Here are some arguments for and against advertising
- •Writing
- •List of the books cited
Discussion
A. What products do you think these slogans were used for? Choose from this list: 1) cars, 2) cream cakes, 3) toilet paper, 4) diamond, 5) engagement rings, 6) washing powder, 7) camping holidays, 8) carpets.
Naughty but nice.
Longer and softer than ever before.
Persil washes whiter.
Vorsprung durch Technik
The best sights and the best sites.
Lifts the spirit. Comforts the soul.
Works of art you can walk on.
How else could a month’s salary last a lifetime?
B. Do any of these slogans strike you as:
clever?
ridiculous?
meaningless?
Are there any particular advertisements, on radio, television or in newspapers or magazines, which you particularly dislike? Are there any which you particularly like? Why?
Look at the list of copywriter’s guidelines for writing an advertisement. Briefly note what you think the reason for each particular guideline is. The first one has been done for you.
Don’t exaggerate or get hysterical. Be truthful and reasonable.
Reason
You must be credible. If people suspect you are lying, they won’t buy.
Avoid long words. Stick to short Anglo-Saxon words where possible, rather than Greek or Latin words.
Be colloquial. Use the word you.
Be wary of adjectives like exciting, amazing, incredible.
Be positive. Avoid negative statements or questions such as Why not try one?
Keep to the present tense. Look how it will brighten your home becomes Look how it brightens your home.
Make sure there is a contrast in pace by varying the lengths of these sentences.
Each sentence or paragraph should flow naturally into the next.
Think of a product you all buy regularly, such as an item of confectionery, a magazine, etc. Decide how effective the marketing mix for your selected product is by discussing these questions.
Does the product meet the requirements of the customers for whom it is intended?
Is the price right?
Can consumers get it when and where they want it?
Is it well advertised?
Think of some consumer products you have bought recently, such as an item of clothing, a CD, electrical equipment, etc. Which of the factors in the list below influenced your choice? Can you add any other factors to the list?
brand name
brand loyalty (you had bought the same brand before)
a friend’s recommendation
pressure from your peer group
advertising
price
accompanying special offers or gifts
Work with a partner. Together choose one of the following prompt cards and discuss the topic, using the three suggestions to help you. Make notes of your ideas.
What do you feel makes a good advertisement?
concept
medium
approach
How far do you agree that TV advertisements are better than the actual programmes?
originality and creativity
words and music
settings and locations
What are the advantages and disadvantages of advertising for:
a) the consumer?
b) the manufacturer or producer?