OTA ADVERTISING: MAKING OUR LIVES BETTER? Johny nad oi ematoodalitetstor a Critical cartoons @ Warm up Work with a partner or in small groups. Discuss the questions below. 1 Have you ever bought anything online? Why did you buy it online? 2 What kinds of things would you buy online? 3. What are the dangers and benefits of buying something online? Fre bought... online 1 usually buy {One benefit of buying I bought it because something online is Media link ‘The Corporation is a documentary that focuses on big companies and how they use advertisements to change how people think. For online resources and videos, go to wurw.cambridgeinfocus.orgee Core vocabulary o Scanning and skimming 1 Find and underline the keywords in the text. The first one is done for you. Try to guess their meanings. Keywords award benefit blame campaign —_ factor mass opportunity promote resource _ technique XUIOUTAN a nh problems. It is more cet to understand. the eniges to change people’s behavior. Advertising researchers study people’s reactions to different messages. The researchers look for factors that cause people to act in + acertain way. For example, in a study of how children got their parents to buy them things, researchers watched children fight with their parents. This was an opportunity to learn how to make advertising more successful. Some techniques are used to bring particular messages to particular groups. ‘An example of this is the suggestions we see online that promote books similar to vo _ ones we have already bought. Other techniques bring messages to the mass of the population. For many years, Mothers Against Drunk Driving (MADD) organized a big campaign in North America to prevent people from drinking and driving. They used print and television ads to get their message across. As a result, drunk driving dropped in many American states. Some of these ads were so good they won awards. 1 Advertising is a communication resource. It can be put to good use to benefit society or used to bring harm or hurt, Itjust depends on the people using it. 2. Read the statements below. Which best describes what this text is St about? Circle A, B, or C. ‘A Advertising is neither good nor bad; i's just a form of communication. B Advertising oimed at children persuades parents to buy certain products. Advertising was effective in preventing mothers from drunk driving,© Words in context: word friends 1 Work with a partner. Look at the keywords below and the words that go with them. In each case, circle the one word that doesn’t go with the keyword, Keyword Word friends 1 to) award A amedal B atrophy C aprize D acontest 2... campaign A high ——_B election C national -D advertising 3....technique A research B happy C sales _D basic. 2 Work with your partner. Choose one keyword plus one word friend and make your own sentence. Then read your sentence to another pair of students. Listen and write down their sentence. IU aaritnyceseee secs en cere erecta FEE eee ERIE eCEECE Other pair's sentence: e Word parts:conorcom Exampl 1 Find five words with conicom in the puzzle and circle them. Check their meanings. See page 99 if you need help. 2 Complete the sentences below with the words from the puzzle. 1 Jerry works fora____ thet designs websites 2 These days, cell phones are and light 3 Ifyou orange. 4 Using the Internet on a cell phone is very red and yellow, you get amegenaeaccera D> ehcunerezza anoonm xen Eve | 5 The iPhone is good example of design | 3 Work with a partner. What do you think conicom means? Circle the correct answer. | j A not B together or with © modem or new | © Discussion dictation (© 1 Listen and write down the questions. 1 Can you think of eee aes) 2 What____ 3 Didit peer SS eiereereree eee 2 Work with a partner. Ask each other the questions. Be sure to ask follow-up questions.Reading skits ® Pre-reading questions wi 1 Do you sometimes receive email or messages from people you do not know? What are they about? 2. Companies sometimes search through the content of emails. Why do they do this? © Reading isers of free Internet sites. Google, provide convenient resources, such as. >. Millions of people use these sites every at online companies benefit by supplying services that although we assume that we are customers of in fact we are not. We are the product that these companies sell to ers: advertisers. on a Facebook link, we are the content of our mail is being examined. #t we are interested in, what products we like, or what books or vies We are interested in is collected by these online companies. lrmation to advertisers. "Advertisers use this information to target omote goods and services to individual people rather than to a pulation. ly you receive a message from a ‘you of a sales campaign for tennis rackets. You look up and see front of you. *'Practicing your technique is \portant if you want to now more about us than we realize. They know our hobbies and likes and dislikes. They even know about our children. More ents in the United States have posted photos of their children online. and sometimes even addresses. Internet companies can gather all ell it to advertisers. But what right do they have to do this? We ‘spam (junk) email that we receive. We can also blame them for 5 we see on the Internet. “The online companies claim that they are ers and sellers. They say that they are just helping people to find the ices. However, these companies are really just using our personale Identifying topic and main idea Read the questions below and circle the correct answers according to the text. 1 Which of the following best describes the topic of the text? A Internet advertising B Google © Facebook D Shopping for tennis rackets 2 Which of the following best describes the main idea of the text? ‘A As we use computers, companies are looking for photographs of our children. B As we use the Internet, we are being watched by companies who want to sell products to us. © Google's real customers are people, not advertisers. D We will probably have to pay to use Internet sites in the future. @ Identifying unnecessary information 1 Look at the four numbered sentences in the text. Which contains information that is not related to the main point of the author? Sentence number: Reason why itis not necessary 2 Compare your answers with a partner. 8 Identifying opinions Which one of the following people agrees with the author? Ben: Companies like Yahoo should not be allowed to collect my private search history. Rina: There's no need to worry about giving some private information on the Internet. Companies need it. Ann: | think the more Amazon knows about me, the better my shopping will be. eB ae tae ‘Work with a partner or in small groups. Ask and answer the questions below. 1 Look back at the ideas you highlighted. Are they the same? What are the differences? 2 Read what Sara did today. If companies had information about her day, what kind of products do you think they would they try and sell her? “Iread the news online. There was an interesting article about how to lose weight. I googled Italian recipes for dinner tonight. lead an email from my son. He wants to visit next weekend ‘with his girfriend and talk about their wedding, He asked me to book a fight for him.” 3 Think about a recent day when you used the Internet. What kind of advertising could you expect to receive?@ information gathering 1 Work with a partner. Advertisers use many techniques to sell their products. Below is a list of some common techniques. Read the list and check you understand how each technique works. Technique This technique... Cause and effect _tells you that if you use this product or service, your problems will disappear. Comparison ‘compares a product or service with the competition. Fame appeal links a product or service with a famous person. Jargon uses technical words to impress. Label links a product or service with a brand. Price appeal tells you that you are getting something extra for less money. Sex appeal tells you that the product will make you more attractive, Slogan links @ product or service with an idea. Testimonial gets people, sometimes famous, to say they like the product. 2. Work in small groups. Think of different advertisements used to sell products on. TV, in magazines or newspapers, on the radio, or online. Use the list above to help you decide which technique is used in each case. Write the advertisement and its technique in the chart below. Fm Lovin’ it © Comparing results Discuss the questions below with the class. 1. How many different techniques did you find? Which is the most popular? 2 What techniques are used most in your country? Why? Are there any not in the list? 3 Which technique do you like most? Which do you think work best? Why? ———————— Ou geoup found) {A technique used in (We thik the bat | that the mst popular | | thsecuny s.-. | | techigeiss. | eebitieice ye eneenneemnd | becuse —€ Critical thinking @ What does the author mean? 1 Work with a partner. Read the statements below and decide if they are suggested by the text on page 52. Write down your reasons. 11 Advertisers send us spam email. 2 Internet companies read your personal email. | 3. New technology can save you money by telling you | about special offers. 4 Parents want companies to know about their children. 2 Compare your answers with a new partner. @ Ranking 1 Many websites ask for personal information. What information are you willing to give? Rank the website types below. Write 1 to 3 in the columns (1 = no problem, happy to give; 2 = not happy, but necessary; 3 = not willing to give). Online bookstore Address: Income Online travel agent TaSREGe = = =| Soctal media site Ae ft t i Neaeene en t 2 Form small groups and compare your rankings. ( 1 would nae allow ») { Personal, | dont) Write your group rankings in the chart above, mm etn giving 3 Compare your group ranking with other groups in the class. Write your class rankings in the chart above. <> —_—__—_——— Its much too | { I don't understand why risky to || people worry about ee ae @ Tweet your opinion Read the statements below. What is your opinion? Choose one of the statements and write a tweet about it. 1. Internet advertising practices are not different from televisions ads; they are just better. 2 Without advertising, many people would lead unhappier lives. 3 It's OK for people to get paid to write online product reviews.© Discussion ‘Work in small groups. In C, you wrote about the issue of privacy, personal information, and online advertising. Now you are going to design an online advertisement. Decide who will make notes. 1 First, think of a product. The list below may help you. camera energy drink running shoes car English language school smart phone college fashion brand travel destination computer or tablet restaurant watch 2. Now plan your online advertisement for the product. Look back at the advertising techniques on page 54. Choose one or two of these techniques to help you design your ad. Then think about: the people you are advertising to the main message the key information thet you want to present an interesting image the design of the advertisement (size, color, fontyéte:) the star or stars of the advertisment 3 Present your advertisement to the class. Students who are listening should ask follow- up questions. o Pe {Our advertisement is for a _Z. The technique we decided to use is We decided to focus on because Our main message és How did you choose the 4 Decide as a class which advertise points of each ad. (The advertisement for Y(t wculdn’t buy... because ) twas really effective, because eas Ecotec co Ss Quotable Quotes enor Many a small thing has been made large by the right kind of advertising. Mark Twain American writer 1 Why do you think people buy so many things they don't need? 2 What unimportant or small things have become Popular because of advertising?