READING

PRACTICE,
GRAMMAR
&
VOCABULARY
FOR ADVERTISING

WHAT YOU ARE GOING TO LEARN AND DO:

• Find out more about the history behind famous slogans! Read the infographic and answer the
questions
• Learn new words to use when you talk about advertising and jobs at an advertising agency
• Find out how you can talk about things that happened in the past


Assignment check list

Assignment Page Done Mark (je cijfer)
Understanding what the text is about 2
Grammar exercise past simple - present perfect 2
Reading questions 4
After you read: vocabulary list : fill in the table 5
After you read: find the adjectives and adverbs 5

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BEFORE YOU READ

Understanding what it is all about

Look up the word tagline using google.
It means the same as which word that is mentioned in the title?

Grammar exercise

Read the infographic and look at the verb tenses.
1. Is it all about the past, about now or the future?
2. Read the explanations about the past simple and present perfect first. Make sure you understand the difference between
them.
3. Which verb tense do you see most? Write down 5 sentences that you found in the infographic.
4. Write down five of your own sentences using the past simple tense about yourself (school, holiday, sport etc.)

Past simple
A past event could be one thing that happened in the past, or a repeated thing.

I stopped at a zebra crossing.

We carried on with the test.
We played tennis every day in August.

A state is a situation without an action happening.

We stayed at my grandparents' house last summer.

Regular past simple forms are formed by adding -ed to the infinitive of the verb.

start → started
kill → killed
jump → jumped

Very simple. Remember this though!

Yes, but there are some spelling rules. If a verb ends in -e, you add -d.

agree → agreed
like → liked
escape → escaped

If a verb ends in a vowel and a consonant, the consonant is usually doubled before -ed.

stop → stopped
plan → planned

If a verb ends in consonant and -y, you take off the y and add -ied.

try → tried
carry → carried

But if the word ends in a vowel and -y, you add -ed.

play → played
enjoy → enjoyed

Watch the YouTube clip fto see how the past simple is used:
http://learnenglishteens.britishcouncil.org/grammar-vocabulary/grammar-videos/past-simple-regular-verbs


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Present Perfect

We often use present perfect for talking about something which happened in the past which is important now.

My Chinese teacher has given me some homework. (= I have the homework to do now.)
I’ve forgotten. (= I can’t remember now.)
She’s broken her leg. (= Her leg is still broken now.)

We also use present perfect with just for talking about a recent action.

Oliver’s just made a cake. Why just made and not made? Maybe you are explaining why the kitchen is in a mess. We use the present
perfect simple more when there is a result in the present (like the cake and a mess in the kitchen)

We also use it for life experiences which happened at any time in the past. The person’s life, which continues in the present, is the link to the present.

She’s won an award.

Sophie has been to Berlin before.

IMPORTANT DETAIL: we don’t know when she has won an award or when she has been to Berlin. That is not important. If you wanted to say when,
you would have to use the past simple: “Sophie went to Berlin ten years ago”

How to form (make) the present perfect:

1. I have made a cake

2. You have made a cake

3. He She It HAS made a cake

4. We have made a cake

5. You have made a cake

6. They have made a cake

So to make the positive present perfect tense, use:

• 'have' / 'has' + the past participle
• Make the past participle by adding 'ed' to regular verbs (for example, 'play' becomes 'played')

Have played Play + ed
Have lived Live + ed


Watch the YouTube clip to see how the present perfect us used: http://learnenglishteens.britishcouncil.org/grammar-vocabulary/grammar-
videos/present-perfect-simple-continuous

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READING “THE STORIES BEHIND THE MOST FAMOUS SLOGANS”
Find the text on page 6 or read it on the website

The infographic has 5 parts about Nike, L’Oreal, Apple, Avis and De Beers.
There are questions for each part.

Just Do it.
1. What was the inspiration for the phrase “Just do it”?
2. Who said it?
3. Why did they say it?
4. Why does the slogan “Just do it” work?
5. How old is the tagline “Just do it”?

Because you’re worth it
1. What does “your” mean? Give 5 sentences with “your”.
2. What does “you’re” mean? Give 5 sentences with “you’re”.
3. Specht invented “Because you’re worth it. What is her job?
4. Why does “Because you’re worth it” work so well?
5. Name at least 2 people who endorsed L’Oreal products.
6. What made “Because you’re worth it” so special?
7. Why did Specht come up with “Because you’re worth it”?

Think Different
1. When was “Think Different” first used?
2. Why did Craig Tanimoto choose “Think Different”
3. “Think different” is bad English! What is wrong with the word different? What should it be?
4. How did buying an Apple computer make people feel?

We try harder
1. What is the name of Avis’ competition?
2. Was the tagline created during a brainstorm-session. True/false?
3. Thanks to the campaign “we try harder”, Avis made a profit of 3.2 billion in 13 years. True/false?
4. Customers do not like choosing the underdog. True/false?
5. “It’s your space” replaced “We try harder” after 50 years. True/false?
6. Who wrote the tagline “We try harder”? A: Company president Robert Townsend
B: Copy writer Paula Green
C: Bernbach, a journalist for Time Magazine


A Diamond is forever
1. Diamond rings have always been engagement rings True/false?
2. “A Diamond is Forever” became the slogan of the century in 1948 True/false?
3. What did Frances do as a copywriter? Choose the most complete answer.

a) Design posters for De Beers
b) Write ads for campaigns for De Beers
c) Invent slogans for De Beers
d) Market De Beers diamonds

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AFTER YOU READ - VOCABULARY LIST – Fill in the table

ENGLISH DUTCH
WRITE DOWN THE DUTCH DEFINITITION (MEANING) Is it an adjective? Is it an adverb?
Look at the text in the infographic to help you A word that describes A word that
SOMETHING/SOMEONE describes an
ACTION?

A tagline
A slogan
Coined by
Created by
Effective
An effect
The story behind something
Iconic
An icon
A source of inspiration
A success rate
To gain mass appeal
Influential
An influence
Unconventional
Conventional
An Advertising executive
An Advertising agency
An Advertising campaign
An Increase in sales
It caught on – to catch on
A copy writer
To come up with an idea/a
phrase
To increase a market share
The president of an agency
An art director
To fall of the radar
To launch
Best-selling
An endorsement
Unique
Creative director
Featured (ads featured in)
An artists
An image
Appealing
Unappealing
To put the emphasis on
something



AFTER YOU READ – FIND THE ADJECTIVES AND ADVERBS IN THE TEXT

Go through the infographic

• Write down all the adjectives (words that describe something or someone)
• Write down all the adverbs (words that describe action)

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https://www.clickz.com/the-stories-behind-the-most-famous-slogans-infographic/20570/

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