No Such Thing as Bad Publicity

Enseñanzas Oficiales de Idiomas

English C1
Lesson 2

It Hit the News: Everything is Good, Except an Obituary Notice

There is no such thing as bad publicity
The idea that no publicity can do harm is clearly open to
question. For someone seeking notoriety and a somewhat
scandalous reputation, like Mae West in days gone by, or Kim
Kardashian in our era, that may be true. The shareholders of
Volkswagen, which has suffered falls in its market price due to
worldwide publicizing of its recent difficulties, may feel
differently.
'There's no such thing as bad publicity' is often associated
with Phineas T. Barnum, the 19th century American showman
and circus owner. Barnum was a self-publicist of the first
order and never missed an opportunity to present his wares to
the public. As with many other supposed quotations, there's
no hard evidence to link the 'bad publicity' quotation to him.
The proverbial expression began to be used in the early 20th
century. The earliest version found in print is from the US
newspaper The Atlanta Constitution, January, 1915:
"All publicity is good if it is intelligent"
Image by CC Megeein Flickr under CC.
The thought behind the proverb had been expressed earlier
by Oscar Wilde:
"The only thing worse than being talked about is not being talked about"
Probably the most celebrated adapter of the expression was another great wit from the Dublin literary scene, the Irish Republican
and "drinker with a writing problem", Brendan Behan. Behan's boisterous lifestyle meant that for him, more than others, there was
truth in his opinion that:
"There's no such thing as bad publicity except your own obituary"
A dapted from: The meaning and origin of the expression: There is no such thing as bad publicity. (n.d.). Retrieved June 18, 2016, from
http://www.phrases.org.uk/meanings/there-is-no-such-thing-as-bad-publicity.html_

Preknowledge

The blondest bombshell of them all, the queen of the quip, Mae
West was an actress, playwright and screenwriter who made a
 West was an actress, playwright and screenwriter who made a
name for herself in vaudeville and on the stage before moving to
Hollywood in the 1930's where she made her place among the
great performers of the motion picture industry.
West encountered many obstacles including early censorship.
Her first Broadway play, Sex, which she wrote and in which she
played the starring role was raided. West was arrested along
with everyone else in the cast, and was sentenced to 10 days
in jail for public obscenity. However her indomitable spirit made
her persevere and go on to have a memorable career. She said:
"I believe in censorship. After all I have made a fortune out of
it."
You probably know some of Mae West’s most famous quotes
even if you don’t know they are hers. These include:
"Is that a gun in your pocket, or are you just happy to see me?"
"When I'm good, I'm very good, but when I'm bad, I'm better."
"A man in the house is worth two in the street."
Image by Kozmoza in Flickr under CC. "I used to be Snow White, but I drifted."
"Love conquers all things except poverty and toothache."
“It’s not the men in your life that counts, it’s the life in your men.”
"Marriage is a fine institution, but I'm not ready for an institution." (Her first use of 'institution' means a socially
sanctioned organization; the second means a lunatic asylum.)
“You only live once, but if you do it right, once is enough.”
A dapted from: BBC. (n.d.). Mae West. Retrieved from http://www.bbc.co.uk/worldservice/learningenglish/movingwords/quotefeature/maewest.shtml

Click on the video to listen to some of Mae West's funniest lines from her movies:

True-False Question

Here is a BBC radio programme about the increase in the speech feature called 'vocal fry' otherwise
known as creaky voice, a trend attributed to the influence of reality TV star, Kim Kardashian. Listen and
decide if the following statements are true or false.
 Sorry, you need Flash to play this.

Enable it in your browser or

download Flash Player here.

Has Kim Kardashian changed the way

young women speak?
Radio 4 in Four

America reports an increase in the speech trend, 'vocal

fry'
Radio 4 in Four

Terms & conditions Help

Creaky voice is a technical term.

True False
Laura Wright shows her admiration for Kim Kardashian.
True False
The initiator of the trend was Mae West.
True False
Language change is more accepted if it comes from certain social groups, in this case young women.
True False
Vocal fry is a feature in some languages.
True False
There's no evidence that vocal creaking can cause long-term damage to the larynx.
True False

Cloze Activity

Complete the collocations from the radio programme above.

airing
speech
job
moral

Submit
 Cloze Activity

Write words or expressions for the meanings.

A person who ruins the fun or the enthusiasm of others

The position of most importance, prominence, or responsibility
An essential or basic element
A clever, witty remark

Submit

1. Publicity and Advertising

Publicity vs Advertising
Publicity is being mentioned in the media. It is something that a company or
person will receive whether they want it or not, and they don't pay for it.
Advertising costs the company money. A company can control advertising,
while they cannot control publicity. For example: Beyonce has a commercial
for her perfume. That is advertising. Beyonce all over the tabloids is
publicity, not necessarily good, but it's still publicity.
Advertising is always present, though people may not be aware of it. In
today's world, advertising uses every possible media to get its message
through. It does this via television, print (newspapers, magazines, etc),
radio, press, internet, direct selling, hoardings, mailers, contests,
sponsorships, posters, clothes, events, colours, sounds, visuals, social
media and even people (endorsements). Image by Ged Carrollin Flickr under CC.

This is what some people have said when asked to explain it simply:
“Advertising is any paid-for communication overtly intended to inform and/or influence one or more people.”
Jeremy Bullmore, Director, WPP
“Many a small thing has been made large by the right kind of advertising.”
Mark Twain
“I do not regard advertising as entertainment or an art form, but as a medium of information.”
David Ogilvy
“Advertising is the art of convincing people to spend money they don't have for something they don't need.”
Will Rogers

DropDown Activity
2. TV Commercial
3. Automobile & Building Wraps
4. Open-air hoardings (BrE) Billboards (AmE)
5. Neon signs
6. Social Media
7. Paid search
8. Flyers
9. Bus Benches/Shelters
 Im age by Stephen Dann in Flick r under CC. Im age by Alessio Mori in Flick r under

Im age by Nick Am oscato in Flick r under CC.

Im age by O ran Viriyincy in Flick r under CC.

Im age by Beck y W etherington in Flick r under

CC. Im age by Tobin in Flick r under

Image by MA lvarez from her own Google search

Im age by Kaya Tuerk ay in Flick r under CC.

Image by MA lvarez from her own Facebook page

Check
Can you think of any other mediums?
Make a list of products and services which might require publicity.
Which medium would be more appropriate to advertise them?

Useful language: Selecting

It's hard to choose, but I think ... is probably the most effective.
In terms of reaching large numbers, ... might be the most effective, as...
Surely ... is the most effective because...
They are all effective in different ways, but if we have to choose I'd say...
... is obviously the most effective since...
There's no doubt that... is the most effective.

DropDown Activity

Complete the passage with the words and phrases provided. There is one more than you need.
Advertising on television is big business. Advertising and ,
if they are catchy enough, often become part of our culture. However little attention we pay to commercials,
we cannot avoid being influenced by the constant repetition of a name or image. The
message we receive may even be , so that we are not aware of it. Not all
advertisements are purely financially motivated, however. Political parties and aim to
their views more widely by putting up on street
and by buying space in the and time on the small screen.

Check

DropDown Activity

Read the text and choose the correct option.

A series of advertisements for a particular company or product is an . A television
advertisement is also called a . Another form of advertising is
, where companies events like concerts or sports
events by paying some of their costs or paying for their products to be displayed.
is entertainment created, funded or produced by a brand. It includes, among
others, advertiser-funded programmes, events and ,
a product or a product reference appearing in an entertainment property. It has been common since the 60s,
when Sean Connery was seen driving an Aston Martin in a James Bond film.
Check
 True-False Question

The famous late-night live television sketch comedy and variety show 'Saturday Night Live' has announced
plans to cut ads in favour of branded content. Listen and decide whether these statements are true or false.

1. The elections provide

material for comedians.
True False
2. There will be two more Image by SethA llen623 in wikicommons under Public Domain.
commercial breaks in each
show.
True False
3. There will be more product placement in the show.
True False
4. On-demand TV allows viewers not to watch ads and that changes their expectations.
True False
5. "SNL" might lose money at the beginning, but not in the long run.
True False
6. "SNL" is the first late-night show to try this.
True False

DropDown Activity
 Match the words and phrases from the text with their meanings. There are two extra meanings.

spoofs
on-
demand
TV
come
up with
skit
keep up
with
binge
watch
craving

backfire
pave
the
way for
be in
on the
joke
play
along
prime
time

Check Show Feedback

Think of the last time you bought something that cost quite a lot of money. What made you choose a particular make or brand of
the item in question? Were you influenced by any of the following factors?
Your feelings about its appearance and performance.
The price compared with similar brands.
The fashionable label.
What your friends had previously bought.
Reports in consumers' magazines about reliability and value for money.
Were you aware at all of being influenced by any advertising?

1.1. Publicity Stunts

 Publicity Stunts
A publicity stunt is a planned event designed to attract the public's attention to the event's organizers or their cause.
PETA (People for the Ethical Treatment of Animals) had a campaign with the message of ‘Be comfortable in your own skin. Let
animals keep theirs’. They had many models, including celebrities pose nude and then placed these photographs on billboards. The
point was to show that these people would rather go naked than wear fur!

Image by Miel V an O pstalin Flickr under CC.

To promote the reboot of the classic horror film Carrie, New York viral marketing specialists Thinkmodo set up a Carrie-like scene in
a New York City coffee shop. A handful of actors and effects coordinators completely terrified a bunch of customers by making
everyone think a young woman’s out-of-control telekinesis was set off when a guy accidentally spilled coffee on her Macbook.
Thanks to a tethered stuntman and some spring-loaded props, the stunt looked real. The video Thinkmodo put together after the
fact quickly went viral, earning 60 million-plus YouTube views and coverage in news media around the world.

Here’s the promo video of Burger King's proposal to McDonald’s to hold a 'burger wars' ceasefire for September 21, Peace Day with
McWhopper. There's also a supporting web site: www.mcwhopper.com. Unfortunately, McDonalds did not take Burger King up on
the offer.
Do you think these publicity stunts benefit the companies, causes or individuals that organize them?
Can you remember an advertising campaign that caught your attention?
What is the most shocking advertisement you have seen?

1.2. Assimilation

Reading Activity
 Assimilation is a process whereby adjacent
consonants become more similar to each other in
order to facilitate the flow of pronunciation. So, one
or more consonants change so as to prepare for the
pronunciation of the following one or, less commonly,
the other way round. The latter case includes the
pronunciation of plural forms or third person singular
or the past tense “–ed” form. These changes happen
automatically when speaking fluently so they don't
really need to be practised. However, being aware of
them can improve pronunciation and listening
comprehension.
Some examples of assimilation include: Image by Paul Hudsonin Flickr under CC.

Good girl. She's a good girl. (goog girl)

Good boy. He's a good boy. (goob boy)
White paper. I only use white paper. (whipe paper)
Speed boat. I've never been i
on a speed boat. (speeb boat)
Because of the place in the mouth where certain sounds are articulated, sometimes the sound at the end of the
first word changes to a completely different sound.
Can go. We can go now. (cang go)​
Can buy. We can buy it. (cam buy)
Green Park. I walked through Green Park. (greem park)
On Monday. He arrives on Monday. (om Monday)
Sometimes more than one feature of connected speech happens at the same time. When the sounds /t/ or /d/
occur between two consonant sounds, they will often disappear completely from the pronunciation. This is
called elision and means that the last sound of the word will be different and can be changed by the following
word.
Handbag. She couldn't find her handbag. (hambag)
Saint Paul's. I'm going to visit Saint Paul's Cathedral today. (Sem Paul's)
Listen to the following extract from a BBC program in which expert Alan Stanton explains assimilation
with examples.

1. /t/ changes to /p/ before /m/ /b/ or /p/

best man, mixed blessing, pocket money
2. /d/ changes to /b/ before /m/ /b/ or /p/
bad pain, blood bank, good morning
3. /n/ changes to /m/ before /m/ /b/ or /p/
iron man, on me, open book
4. /t/ changes to /k/ before before /k/ or /g/
short cut, credit card, first class
5. /d/ changes to /g/ before before /k/ or /g/
hard core, sand castle, had gone
6. /n/ changes to /ŋ/ before /k/ or /g/
common ground, roman catholic, golden gate
7. /s/ changes to /ʃ/ before /ʃ/ or /j/ followed by a rounded vowel sound
bus shelter, space shuttle, nice shoes
8. /z/ changes to /ʒ/ before /ʃ/ or /j/ followed by a rounded vowel sound
cheese shop, Where's yours?, these sheep
9. /θ/ changes to /s/ before /s/
birth certificate, both sides, north-south divide
Can you think of more examples of assimilation?

Show Feedback

2. Persuasive Language
 When writing to argue, persuade and advise, you are offering ideas to other people.
However, each style does this in different ways. If you argue, the writing tends to look
at both sides and come to a conclusion. If you persuade, it tends to be one-sided,
making your ideas the only sensible choice. If you advise, it tends to be softer, guiding
someone towards your ideas.
Writing to persuade
When you are persuading people, you usually use a different style. You don't need to
show both sides - all you have to do is present your ideas. For instance, imagine you
had to persuade people to buy a certain toothpaste. You could write about the great
taste, or how clean your teeth feel or how white they are. It doesn't really matter what
you find to write about as long as you get them to buy it.
But you wouldn't write about other makes of toothpaste. You don't persuade like this,
because it sounds like you aren't sure. So the first thing to remember is:
Be definite - if you are writing about how great chips are, keep repeating the idea.
Convince yourself how good they are - they might even be a healthy option, because
Image by Tsahi Levent-Leviin Flickr under CC.
lots of doctors are bound to like them and chips wouldn't be so popular if they weren't
really great, would they? Once you have convinced yourself, it's much easier to
convince others. So next you need to remember to...
Be positive - it's always better to hear how good your idea is rather than how bad other people's are. So write about the things
that show your ideas in the best light. For instance, aren't chips just great for a quick snack? Why were chips voted the most
popular option in our school at lunchtime? And finally, don't be frightened to...
Be pushy - If you don't seem too sure, or if you can't make your ideas stand out, then you aren't really persuading as much as you
can. And if that is the case, you need The Persuaders' Toolkit.
The Persuader's Toolkit
Repeat yourself - don't worry about saying the same thing again and again - people forget, so repeat yourself and they will
remember. Even when you think they might remember, you can always repeat yourself another time.
Be personal - using words such as "we" or "I" always sounds a lot more convincing. We all know that, don't we?
Use questions - why would you use questions? Well, they make people think. They also get your readers involved in what you are
writing. So will you use them when you persuade? If not, why not?
Use feelings to push ideas - words are your ammunition. In seconds, they can make your friends laugh, or your teacher angry, so
why not use them properly to persuade your readers?
For instance, don't just write "the pressure of doing school work", because there is no real feeling there. Instead, how about: "the
endless trauma, the desperation and the mindless suffering that school work inflicts on students".
Source: BBC. (n.d.). BBC Bitesize: A rgue, Persuade or A dvise. Retrieved from http://www.bbc.co.uk/bitesize/ks3/english/writing/argue_persuade_advise/revision/1/

Objectives

Now, write a text persuading a friend to join the online English course you are enrolled in. Take into
account the above information about persuasive texts. You should write between 125-200 words.
Advertisements are a special type of persuasive writing. Their purpose is to sell a product or a service and they do this by aiming
at a particular type of customer. They use carefully chosen, positive language. They try to make the reader believe that their
product will make them happier, healthier, more fashionable, slimmer, more intelligent, more comfortable, more beautiful, successful
or less stressed
How do they attract your attention and stick in your memory?
They can use humour to get you in a good mood;
They ask questions to hook you in;
They appeal to your senses;
They use alliteration, rhyme or a play on words to create a memorable slogan;
They persuade you to imagine yourself using their product;
They make you feel special.
Of course, comparison plays an important role in the language of advertising.Coca-Cola and Pepsi have been sniping at each other
since the 1970's. The slogan "More people by far... use Hertz Rent-A-Car" debuted in the 1956. Avis followed with its "We Try
Harder" campaign of the 1960's. Apple and Microsoft's epic rivalry is also well documented. We've all seen the "Hi, I'm a Mac, and
I'm a PC" commercials by Apple, and the "I'm a PC" responses by Microsoft.

Cloze Activity

Advertisers use language that suggests:

1. their product is of especially high quality;
 2. value for money;
3. luxury and comfort;
4. scientific backing for their product;
5. their products make us more attractive.
Read the list of phrases that are typical of advertising language. Fit them into one of the categories
above.

colossal discounts sumptuous innovative

fit for a king pamper yourself put other candidates in the

shade
eye-catchingly elegant prices slashed opulent
spoil yourself unsurpassed rock-bottom prices
outstanding value proven to... leave other standing

we outshine the rest you'll stand out in the indulge yourself

crowd
developed by a team of international state-of-the-art bargains galore
experts

Submit

Activity

For more help on writing a persuasive text, check out this document on writing a persuasive essay.
Have fun writing!

2.1. A World of Slogans

Comparatives
We use as…as to say that two elements are equal in some way. There are several structures you can use. The words just and
nearly often come before the first as:
as adjective/adverb/much or many+noun as…
He plays tennis nearly as well as his girlfriend.
I get paid just as much money as you.
There are just as many cafés in London as (there are) in París.
Object pronouns, nouns and clauses can follow the second as:
That car is nearly as old as me.
The food in this restaurant is just as good as it was ten years
ago.
Walking in London is often just as fast as taking a bus.
Use the opposite structure not as… as... to talk about two elements that
are unequal in some way. Image by Richard Masoner in Flickr under CC.
The words nowhere near, nothing like and not quite often come before
the first as:
The sports car was nowhere near as fast as I had expected it to be.
I can play the piano, but not quite as well as (I can play) the guitar.
Flying in a hot air balloon was nothing like as frightening as I thought it would be.
Use comparatives to compare people, groups and things. Use a comparative adjective (healthier, more exciting, etc.) or adverb
(earlier, more carefully, etc.):
He won the silver medal but Usain Bolt beat him with a much faster time.
Would you like to have your interview where there is a greater degree of privacy?
 Would you like to have your interview where there is a greater degree of privacy?
Use than to make comparisons between two different things of the same type:
The weather in many countries is now warmer and wetter than it used to be.
Seats are less expensive than Audis.
You can qualify the comparative with these words and expressions:
a bit
a little
slightly
a lot
much
far
a great deal
Driving in an Audi is a great deal more comfortable than riding a scooter.
Book 2 in the series is slightly longer than Book l.
She always does a bit better at English than maths.
You can also use the expression no (more) ... than in the same way as just as ... as:
The film was no more frightening than the book.
The book was just as frightening as the film.

You can use the following structure to talk about two things that change or vary together:
the+comparative clause+the+comparative clause
The bigger the waves the better it is for surfing.
The older I get, the more experienced I am.
It is used in expressions: "the more the merrier", and in sentences ending in the better.
How do you like coffee? The stronger, the better.
Comparative meaning “relatively”, “more than average”. Used like this, comparatives make a less clear and narrow selection than
superlatives.
There are two classes – one for the cleverer students and one for the
slower learners.
This type of comparatives is often used in advertising:
less expensive clothes for the fuller figure vs. cheap clothes for fat people
The construction all the + comparative suggests the idea of “even more...” It’s used to express abstract ideas.
I feel all the better for that swim

(three) times + comparative

She can walk three times faster than you.
But:
She’s twice as lively as her sister.
She isn’t half as lively as her sister.
Superlatives
Use superlatives to compare one member of a group with the whole group. Always use the with a superlative:
the best film
the most exciting journey
You can qualify a superlative with these words and expressions:
among
one of
two of
He is among the best young actors in the country.
Crossing the icy ridge was one of the most difficult parts of the expedition.

Cloze Activity

Match the sentences with similar meanings.

It's slightly safer. 1. It's no more dangerous.

 It's slightly safer. 1. It's no more dangerous.
It's far safer. 2. It's much more dangerous.
It's just as safe. 3. It's nowhere near as dangerous.
It isn't nearly as safe. 4. It isn't quite as dangerous.

Submit

Cloze Activity

Complete these sentences using the expressions from above.

The standard of living in Northern Europe is higher than in most African countries.
As you can imagine, crossing the continent in a bumpy old truck is as comfortable as
travelling by plane.
I thought things would be cheaper in the market, but the trainers I bought there were as
expensive as the ones in the shop.
A five-star hotel should be luxurious than a four-star hotel.
Temperatures in the south of my country are warmer than in the north, but the difference isn't
very significant.
Submit

Objectives

You can revise basic comparatives and superlatives here.

You can practice advanced comparatives and superlatives here, here and here.

DropDown Activity

A slogan acts as a kind of headline: Have a break... Have a Kit

Kat. The advertiser uses the slogan to strike a keynote in
connection to the product. If the slogan sticks in your mind, so
 connection to the product. If the slogan sticks in your mind, so
much the better. To make a slogan memorable, advertisers use
many of the techniques that you might find in a poem. For
example:
rhythm and rhyme: Gillette- the best a a man can get.
alliteration: Guinness is good for you.
puns and plays on words:Together we make Sun Alliance
(some alliance)
personification: Midland: the listening bank.
metaphor and simile: Kellog's Corn Flakes- it's like eating
sunshine.
Image by Gordon Jolyin Flickr under CC.
Advertising slogans often make use of unusual spelling, too, as
an attention-grabbing trick: Drinka pinta milka day, Beanz
Meanz Heanz.
Match slogans and companies.

I'm loving it!

Just do it.

Once You Pop, You Can't Stop.

Snap, Crackle, Pop.

Breakfast of champions.

Think Different.

A Diamond is Forever.

He keeps going and going and going.

Melts in your mouth, not in your hands.

Priceless.

Check

Reflection

These are everyday phrases which originated from advertising slogans. Do you know what they mean? Can you
guess what was originally advertised?
1. A mind is a terrible thing to waste.
2. When it rains, it pours.
3. Don’t hate me because I’m beautiful.
4. Don't leave home without it.
5. Sorry, Charlie.

Show Feedback

2.2. Dumb Ways to Die

Objectives

Do the following British Council listening tasks in order to find out more about viral marketing.
 A viral success story
One of the most awarded and talked about campaigns in recent years is
Australia’s Metro Trains ‘Dumb Ways to Die’. The campaign launch centered
around a melodic music video featuring animated creatures who die in
comically unintelligent ways, before finally highlighting that due to train
predictability, accidental death due to contact with trains is quite possibly
the dumbest way of all.
Soon after launch, the agency uploaded a karaoke version and went on to
generate more content including gifs and a downloadable song on iTunes.
DWTD even featured on Reddit’s front page.
A free smartphone game and a children’s book followed. A website invited
people to take a pledge: not to do dumb things around trains. Supporting
Image by Michael Coghlanin Flickr under CC. posters and karaoke versions at the stations bolstered the campaign. Radio
stations picked up the song and broadcast it to its listeners.
As if there wasn’t enough of everything already, people started to upload their spoofs of the song on YouTube. The client and
agency had now truly handed their work over to the people. Content was generated by the audience.
The campaign still lives on. If the agency had settled on the video and some posters, chances are, they would have been
forgotten quite quickly. Instead, they kept it going: a video, karaoke version, spoofs, posters, game, book, merchandise, etc.
Dumb Ways to Die is a long term franchise which shows no signs of fading away.
A dapted from: Case Study: Metro Trains' Dumb Ways to Die. (n.d.). Retrieved June 19, 2016, from http://www.best-marketing.eu/case-study-metro-trains-dumb-ways-to-die/

Cloze Activity

Match the rhyming pairs and then complete the lyrics.

Finally, listen to the song and watch the video.
 pet 1. ride
hair 2. reason
inside 3. place
space 4. internet
Image by Newtown graffiti in Flickr under CC.
season 5. work
fly 6. bait
superglue 7. bear
date 8. pie
fork 9. do

Set fire to your

Keep a rattlesnake as a
Poke a stick at a grizzly
Sell both your kidneys on the
Eat medicine that's out of
Eat a tube of
Use your private parts as piranha
I wonder, what's this red button will ?
Dumb ways to die. So many dumb ways to die
Dumb ways to die. So many dumb ways to die Dress up like a moose during hunting
Get your toast out with a Disturb a nest of wasps for no good

Do your own electrical Stand on the edge of a train station platform

Teach yourself how to
Eat a two-week-old unrefrigerated
Invite a psycho-killer
Scratch a drug dealers brand new
Take your helmet off in outer
Use your clothes dryer as a hiding
Drive around the boom gates at a level crossing
Run across the tracks between the platforms
They may not rhyme but they're quite possibly
The dumbest ways to die
So many dumb, So many dumb ways to die
die die die die die die die die
Be safe around trains.

Submit

What if advertising could be used for things that we really do need? Author Alain de Botton imagines what the world would look like
if the tools of advertising could be used to nudge us to be the best of ourselves. He wants us to think of an ethical advertising
campaign that promoted virtues of character applicable and relevant to our own lives, virtues like kindness, patience, humility,
generosity, courage and humour.

1. Which virtues do you think should be advertised? Why?

2. Pick one of those virtues and imagine a campaign for it. Describe it to your classmates and tutor.

Preknowledge

We are constantly exposed to advertising messages designed to make us believe we can’t live without a certain
product. Even though the average person knows it is advertising and is probably stretching or distorting the
truth, he or she is still effected by the charm and appealing presentation of advertising.
 truth, he or she is still effected by the charm and appealing presentation of advertising.
Contemporary artists, such as the Guerrilla Girls, Jenny Holtzer, or Barbara Kruger use the style and sometimes
the means of mass media to bring their messages to the people. These artists use bus, billboard, and poster
graphics along with traditional museum and gallery exhibitions, and installations to show their work. The
messages come from social and political issues. These include everything from feminist issues to immigration and
labour issues. This democratic, and often, controversial approach to art-making is a nice fit for a major group of
urban youth who rarely are given an opportunity to see contemporary "fine art," but who are very savvy about
the arts of popular culture.

Image by Cambodia4kidsorg Beth Kanter in Flickr under

Image by Hans G in Flickr under CC. Image by Saaleha Banjee in Flickr under
CC.

3. Celebrity Endorsement

What is celebrity endorsement? Can you think of any brands that are associated with celebrities?

DropDown Activity

Choose the correct words for the phrases.

a. A is someone who is famous, especially in the

entertainment business.
b. If you a product, you appear in an advertisement
saying that you use and like it.
c. If an advert has a large , lots of people are
watching it.
d. If something, e.g. a brand, has , it can be believed
or trusted.
e. Personalities often use TV interviews to a new book
or film.
Image by Joe Shlabotnik in Flickr under CC.
f. Advertising posters hung at the back and front of a person who then
walks around a busy area are called boards.

g. Sports is one of the most efficient and economical ways to promote brands and products
through an emotional environment.
Check

Celebrity Endorsement
 Celebrity Endorsement
Do famous people really stand by the products they endorse, or is it just about the money?
Before a hard day on the set of his latest million-dollar movie, does George Clooney enjoy a cup of Nespresso? When the weather
turns steamy, does Liz Hurley indulge in a calorific Magnum ice-cream? And are we really to believe Sarah Jessica Parker home-
colours her hair using Garnier Nutrisse hair dye?
Chances are you answered these questions with a no. Still, corporations pay celebrities to convince us they're just like us – and
that, we too, can look, smell, and eat, and drink just like they do.
Companies aren't paying celebrities peanuts to endorse their products. At the height of his golfing career (before it imploded) Tiger
Woods' annual income from endorsements alone was estimated to be about $US100m ($96.2m).
Actor Brad Pitt was reportedly paid 7 million dollars to star in an advertisement
for Chanel No 5. According to an industry insider, A-list celebrities such as
Nicole Kidman can earn a cool 1.5–2 million dollars for a day's work. And reality
TV star, Kim Kardashian, reportedly charges up to 25,000 dollars for posting a
product endorsement on Twitter.
"The appeal of a celebrity is they act as a source of credibility for a product,"
says Andrew Hughes, a celebrity endorsement expert with the Research School
of Management at the Australian National University. The message of the Chanel
ad is that Brad Pitt likes his wife, Angelina Jolie, to wear Chanel No 5, according
to Hughes. "Brad Pitt likes it, so you should buy it."
Grace McBride believes "there's a huge difference between celebrity
endorsement for advertising activity and celebrity endorsement for PR. If a
celebrity I like mentions in an interview that they love a particular fragrance, it
has more impact on me than seeing a 30-second TV commercial for that
fragrance starring Brad Pitt."
Image by m anima in Flickr under CC.
Trouble is, sometimes it's hard to tell the difference between a paid celebrity
endorsement and a celebrity's genuine appreciation of a product or service. Last
year, ABC's Media Watch uncovered several celebrities who were tweeting for cash, without disclosing the commercial nature of
doing so. "A lot of these people might have experts who'll write tweets for them. Then the celebrity will approve it and drop it in
their feed," says Hughes.
The Federal Trade Commission in the US has issued a new set of guidelines on social media advertising disclosures requiring Twitter
endorsements to use the #ad hashtag.
A study published in the Journal of Advertising Research revealed signing certain athletes as celebrity endorsers can lead to a
tangible benefit. "Signing the kinds of endorsers that featured in our research, on average, generates a four per cent increase in
sales… and nearly a 0.25% increase in stock returns," reported the study's authors.
In another study that looked at Tiger Woods' impact on sales of Nike golf balls, the authors wrote: "In golf ball sales in the US
alone, we quantify the endorsement effect on profit and find that approximately 57% of its endorsement investment was
recovered. Taking into account the worldwide sales of golf balls and the sales in apparel and other equipment that Woods also
endorsed as part of the contract agreement, we believe Woods' exorbitant contract was actually not that large."
"The psychology is so powerful," says Hughes. "We are attached to celebrities. When they use a product or an item, we want it
too even if we don't know if it's any good, or how it's made."
"The consumer will look at an ad and think, 'If this person is rich and famous and buying it, perhaps they know more than I do,'"
explains Hughes. "Some people will instantly query whether the celebrity is paid to endorse it, but there are others out there who
don't know any better and would buy it."
However, celebrity endorsements aren't always worth the risk. The research leader, Margaret C. Campbell of CU-Boulder's Leeds
School of Business, said, "The overall message to marketers is be careful, because all of us, celebrities or not, have positives and
negatives to our personalities, and those negatives can easily transfer to a brand."
But do they really use them? Soccer star Ronaldinho, who was reportedly paid hundreds of thousands of dollars to be the face of
Coca Cola, was photographed drinking Pepsi at a press conference. Actress Eva Longoria scored a contract endorsing Dine cat
food. In a TV ad, she says: "My passion, my cat, my choice." Unfortunately for Longoria, she later confessed in a newspaper that
she does not own a cat.
Celebrity agents say their clients always use the products they
endorse. Brian Levine, director of Blinc International celebrity
procurement agency, says celebrities need to use the products
they endorse for the sake of a brand's credibility.
"It's an absolute requirement. Those brand ambassadors are
influencers and persuaders," he says. "That's why you try to pick
the right celebrity to begin with. There should be no conflict of
interest."
In the case of Dine using feline-free Longoria in its ads, Levine
says this was a "dreadful decision – no thought, no relevancy, no
credibility. The first question they should have asked is whether
she has a cat. No? Then cross her off the list."
The effect of such endorsement betrayal is, according to Hughes,
devastating for both the consumer and the product's maker. "It's
like finding out a friend lied to you. It destroys the whole
campaign built around that product. The consumer starts to think,
'If I can't trust you, then I don't want to be associated with that
brand.'" Hughes also says there's no way of knowing whether
endorsements are genuine. "What goes on behind closed doors
we'll never know."
"Nine times out of 10, celebrity endorsements are just professional
entertainers getting paid a lot of money to sell a product," he
says. "But because we feel we know them personally, especially with social media outlets such as Facebook, Twitter and Pinterest,
our personal connection is much stronger, we feel part of their lives, and we do trust them. And companies are exploiting that
trust."
A dapted from: Celebrity endorsements - shopping - CHO ICE. (n.d.). Retrieved June 19, 2016, from https://www.choice.com.au/shopping/packaging-labelling-and-
 A dapted from: Celebrity endorsements - shopping - CHO ICE. (n.d.). Retrieved June 19, 2016, from https://www.choice.com.au/shopping/packaging-labelling-and-
advertising/advertising/articles/celebrity-endorsements

True-False Question

According to the text, decide if the following statements are true or false.
The writer assumes most readers of the article do not believe celebrities use the products they endorse.
True False
Companies use celebrity endorsement because people want to be like them, so they use the products the
celebrities use.
True False
The best publicity for a product is to be mentioned by a celebrity.
True False
Although athletes tend not to be the best choice for product endorsement, returns on Tiger Woods’ publicity
contracts were huge.
True False
Most celebrities have to sign an agreement that they will use the product they endorse.
True False
Even if people do not believe the celebrity is using the product, the publicity is positive because of public
exposure.
True False
Nowadays, it is often possible to find out if they are using the product.
True False
Social media bring celebrities closer to the public.
True False

Cloze Activity

Find phrases in the text that mean

The salary is very low

Not to consider someone

Only knows one way to behave

Obtain a formal agreement

Submit

3.1. Extra Crunchy

An extremely successful partnership in celebrity marketing is that between ex-footballer and TV presenter Gary Lineker and
Walkers, the snack food company based in Leicester. It has entered its 21st year and Walkers recently raised the bar by enlisting
football superstar Lionel Messi for a TV spot promoting its Champions League tie-up.

The long-time brand ambassador, a former England captain and presenter of BBC One's Match of the Day highlights show, is a
Leicester native and was originally signed to Walkers in 1994, in a £200,000 deal. While the ads are usually humorous promotions
for the crisps, the brand has also used him for its health messaging. So what is the Lineker magic ingredient? It turns out that it is
his very ordinariness which is at the heart of his appeal. With a personality that crosses the generations, he has extremely broad
appeal to both men and women.The ads often subvert Lineker's nice-guy image.

Cloze Activity

This is a description of a Walkers crisps ad starring Lionel Richie alongside Gary Lineker, with the pop
star sending up his 1985 hit, 'Say You, Say Me', in the spot. Put the paragraphs in order. Write the
numbers.
In typical cheeky fashion, Gary defiantly retrieves the crisp that Lionel is still clutching, leaving him in a
confused heap on the pavement still asking Gary to “share”. As the slapstick scene (shot using an impressive
stunt-double) comes to an end, viewers hear the tongue-in-cheek caption: “New thicker cut Walkers Extra
Crunchy. Made for sharing – sometimes!”

Appearing at first, silhouetted, in a familiar stage setting – viewers are taken on a journey with Lionel as he
pops up in a series of traditional English settings, serenading families and friends as they relax together,
enjoying and sharing Walkers Extra Crunchy.

“When I saw the script for this ad, I just wanted to fly over straight away to London to start filming. I love
British humour and I thought no one will ever expect to see me in a British ad!” said Lionel Richie, whose
appearance marks his first in an advert for over 30 years. “I like to surprise people and try new things and I
think people will be quite surprised when they see this, particularly when I come flying through a window!
Working with Gary and Paul Weiland, the director, was a blast! I had lots of fun hamming it up on set – or being
“cheesy” as the British call it.”

Things heat up when Lionel comes across Gary in a local newsagent. Having purchased a bag of Walkers
Extra Crunchy, Gary is less than impressed with Lionel’s request to share his beloved crisps and is seen in a
moment of comic outrage just before Lionel dramatically comes smashing through the shop window.

Lionel Richie bursts onto the scene (and through a shop window!) in a hilarious advert for Walkers new Extra
Crunchy crisp range. Starring alongside the face of Walkers, Gary Lineker shows just how much he does not
want to share his beloved crisps. The action-packed 30 second ad sees Lionel singing ‘Share You, Share Me’ – a
remake of his Oscar winning song (Say You, Say Me) to encourage families, friends and a begrudging Gary to
share the new family-size pack.
Submit
Now watch the commercial:

Some celebrity product endorsements are such natural fits that we have a hard time envisioning the product without the
celebrity’s face smiling next to it. Think of Michael Jordan and Nike, or Brooke Shields and Calvin Klein.
Then there are other celebrity endorsements, which attract consumer rage like a moth to a flame. Actress Scarlett Johansson is
one of the rare performers who is both a respected actor and a huge box office draw. Less successful, however, was her
relationship with Oxfam International, a humanitarian group for whom she had acted as an ambassador for eight years. At issue
was her decision to appear in a Super Bowl advertisement for SodaStream, an Israeli company that manufactures home
carbonation products and operates a facility in the West Bank.
The actress stepped down from her role as ambassador rather than distance herself from the company, which Oxfam opposed on
the grounds that it is "opposed to all trade from Israeli settlements, which are illegal under international law."
The actress’ camp released a statement defending her decision to step down.
"SodaStream is a company that is not only committed to the environment but to building a bridge to peace between Israel and
Palestine, supporting neighbors working alongside each other, receiving equal pay, equal benefits and equal rights," the statement
said.
A dapted from: Bukszpan, D. (2015). 6 celebrity endorsements that enraged consumers. Retrieved June 19, 2016, from http://fortune.com/2015/04/19/celebrity-
endorsements-gone-wrong/

This is the Super Bowl 2014 SodaStream commercial:

Cloze Activity

Listen to the news item and complete the gaps.

 Carbonated water as you've never seen it before, in the hands of the actress Scarlett
Johansson.
“Like most actors my real job is saving the world.”
It's a new starring role as the brand ambassador for SodaStream that’s her in the swirl of
Middle East politics, and brought to an end her other ambassadorship, with Oxfam. A SodaStream factory in the
West Bank is at the centre of the dispute. It's located in an Israeli settlement, but
mainly by Palestinians with few other job opportunities. That's according
to Oxfam. In accepting her the charity said that businesses such as SodaStream that
operate in settlements further the ongoing poverty and denial of rights of the Palestinian communities that it
works to support. But the Israeli company describes its West Bank factory as a model for peace which
coexistence between Palestinians and Israelis.
“We will not allow the sacrifice of our people particularly the Palestinians, the 500 Palestinians that work at
Ma'ale Adumim. We will not sacrifice them for some political cause of some activist group. These people depend
on us for their livelihood”.
The Hollywood star in Kenya, on a trip with the charity she's represented for eight years:
“It's very touching to meet the people in the community, to hear their stories.”
She said a fundamental difference of opinion was the reason behind the .
Charities increasingly rely on star power to raise and money but this is an argument where
celebrity clashed with celebrity endorsement.

Submit

3.2. Don't Believe Everything You Hear

Multi-select

You are going to hear an extract from the Rationally Speaking Podcasts in which hosts Massimo and
Julia discuss celebrities and the damage they can do by pontificating on things they know nothing
about.
about.
Listen and choose the best answer.
1. Why are McCarthy and Hawkings compared?
a. Because the former is an uninformed citizen, the latter a
prestigious scientist.
b. They have both made comments on things they do not
know anything about.
c. Because one uses the press and the other books to
express their views.
d. Because he clearly knows what he is talking about, while
she doesn't.

Show Feedback Stephen Hawk ings

Image by Lwp Kommunikáció in Flikr under CC.
2. Which ones are correct?
a. Because of their status, comedians are not entitled to make serious political commentaries.
b. Bill Maher has proved to be an intelligent person.
c. Bill Maher has expressed valid views on political issues.
d. Bill Maher does not believe in Western medicine.

Show Feedback

3. What does the speaker say about Jenny McCarthy?

a. Most people are aware that her views are flawed.
b. Jenny's credibility relies on the number of cases that support her view.
c. Only one paper linking autism and vaccines has been accepted by the international scientific comunity.
d. Jenny McCarthy does not have a background in medicine.
Show Feedback

4. According to the speaker, Leonardo Di Caprio's views on global warming are widely accepted because
__________.
a. He is so popular.
b. The cause is so worthwhile.
c. He was advised by experts.
d. His lifestyle supports his opinions.

Show Feedback

5. Certain views are more easily accepted because __________.

a. they have been filtered by the media.
b. they seem to oppose the establishment.
c. of their own absurdity.
d. they go against recognized authorities.
Show Feedback

DropDown Activity
 Look at these expressions from the audio. Choose the correct definition for the words in bold. There is
one extra definitions.

nonetheless

fallacy

The woman is a cuckoo

out of hand dismissal

a celebrity of sorts

laughed out of court

offhand

baffling question

in the pockets of

Check Show Feedback

Preknowledge

Soap Operas: the real story behind daytime

dramas' popular moniker
Have you ever wondered how soap operas got
their name? While soap operas themselves have
complicated stories involving makeups,
breakups, betrayals and some really dirty dark
secrets, the story behind the term "soap opera"
is simple.
In the 1920s, the radio industry desperately
wanted advertisers to help increase station
ratings and profits. Radio executives managed
to convince businesses that sold household
goods to sponsor radio shows. To do this, they
needed the programming to appeal to the main
consumers of household goods. Since most
wives and mothers stayed at home in those
Image by Pat Pilon in Flickr under CC. days, female homemakers fit the bill. Thus, the
daytime serial was born. It didn't take long for
radio networks to get in on the deal. Procter & Gamble's Oxydol soap powder, which was running behind Lever
Brothers' Rinso among leading laundry detergents, was the first to get in on the act.
Procter & Gamble began to both sponsor and produce numerous new radio shows, which became known as soap
operas. It was a huge success for the company, as faithful listeners became loyal buyers of their products and
flocked to their local grocery stores. In the decades that followed, the soap company sponsored some 20 soap
operas on radio and television and became a pioneer in producing award-winning daytime serials.
A dapted from: How Did Soap O peras Get Their Name; Why A re Soaps Called Soaps? (n.d.). Retrieved June 19, 2016, from
http://soaps.about.com/od/listsandtrivia/a/Soaps_Name.htm

4. Madison Avenue
The term "Madison Avenue" is often used metonymically for advertising, and
Madison Avenue became identified with the American advertising industry
after the explosive growth in this area in the 1920s. The industry was
revolutionized during the economically prosperous 1960s. The companies on
Madison Avenue were the kings of advertising, and the rise of television
and more disposable income meant that advertising companies shaped a big
part of U.S. consumer culture. These firms turned current events into sales
tools, money into power, and advertising into a multi-billion dollar industry
synonymous with Madison Avenue.
Before today’s technologies, being in close proximity to one’s clientele was
essential. Geographically, Madison is between Park Avenue and Fifth
Avenue, and where there is commerce, there is advertising. Though no
longer home to the myriad of advertising agencies it once was, Madison
Avenue is still so strongly associated with advertising that it is a
commonplace way of referring to the entire advertising industry. For
example, “The new trend of Madison Avenue is content advertising on
smart phone applications.”
Madison Avenue is named after James Madison, fourth President of the
United States. Perhaps he is not one of the best known US Presidents, but
is hailed as the "Father of the Constitution" for his pivotal role in drafting
and promoting the U.S. Constitution and the Bill of Rights.
A dapted from: Madison A venue. (n.d.). Retrieved June 19, 2016, from
https://en.wikipedia.org/wiki/Madison_A venue and peranyc.com

Madison Avenue, NY
Image by Leif Knutsenin wikimedia under CC.

DropDown Activity

How much do you now about US Presidents? Match the name with the bill.

Check Show Feedback

 Preknowledge

Did you know that Andrew Johnson, the 17th President of the United States, was a tailor before he was
President? Or that one of George Washington's favourite foods was ice cream? Many Presidents had unusual
careers before entering the White House. Jimmy Carter, the 39th President, was a peanut farmer. Ronald
Reagan, the 40th President, was a movie actor. And Abraham Lincoln, the 16th President, once worked
chopping rails for fences. Harry Truman was a haberdasher. A haberdasher is someone who deals in men's
clothing and accessories, particularly hats.
Once in the White House, each President made his mark in different ways. In fact, before Theodore Roosevelt,
the 26th President, came to office, the White House wasn't even called the White House! People called the
building the President's Palace, President's House, and the Executive Mansion. Roosevelt officially named it the
White House in 1901. There have been many other interesting presidential firsts. James Polk, the 11th
President, was the first President to have his photograph taken. Theodore Roosevelt was the first President to
ride in a car while in office. His fifth cousin and the 32nd President, Franklin Delano Roosevelt, was the first to
ride in an airplane.
Watch the video to find out about other not-so-famous presidential firsts.

DropDown Activity

Listen to the following program about George Washington and answer the questions.
 1. What was the weather like when Melissa
Block visited Mount Vernon?
2. How does Jim Rees feel about the comments
made about George Washington?
3. Why did they need a forensic anthropologist
at George Washington's Mount Vernon home?
4. What was the main difficulty when trying to
recreate George Washington at 19?
5. What was Washington's job in Virginia?
6. Why were Washington's shoulders sloping?
7. Why was Washington not fond of dinner
invitations?
George W ashington's house at Mount Vernon
Image by Kylie Rush in Flickr under CC.
8. Why are Washington's lips tight and his jaw
tensed in his one-dollar bill portrait?

Check Show Feedback

Objectives

If you want to keep testing your knowledge of American History, take the Presidents Quiz. If you want to learn
some presidential secrets visit this fun site.

Preknowledge

As a young schoolboy in Virginia, George Washington took his first steps

toward greatness by copying out by hand a list of 110 'Rules of Civility &
Decent Behavior in Company and Conversation.'
Based on a 16th-century set of precepts compiled for young gentlemen by
Jesuit instructors, the Rules of Civility were one of the earliest and most
powerful forces to shape America's first president. Most of the rules are
concerned with details of etiquette, offering pointers on such issues as
how to dress, walk, eat in public and address one's superiors.
But historian Richard Brookhiser warns against dismissing the maxims as
"mere" etiquette. "The rules address moral issues, but they address them
indirectly," her writes. "They seek to form the inner man (or boy) by
shaping the outer." The advice the rules offer, though often outlandish in
detail, is still applicable in our day and age: "Maybe they can work on us in
our century as the Jesuits intended them to work in theirs — indirectly —
by putting us in a more ambitious frame of mind."
The Rules of Civility & Decent Behavior in Company and Conversation

Image by Pnoble805 in wikimedia under

CC.

4.1. Spoiler Alert

DropDown Activity
Although advertising was a hot industry for years before, the political turbulence of the 1960s inspired new
advertising spins. It was not until after this advertising revolution that people referred to marketing wizards as
'Mad Men',” short for 'Madison Avenue Men'. Those political revolutions served as the energy with which to fuel
the 'mad men' financial gains and advertising innovations. For the first time, ad agencies were competing to be
the most racially integrated. Billboards were edgier and sexier. Advertising was a whole new game, and players
had to be original, charismatic, and ruthless.
This is the world of award-winning drama Mad Men. The series revolves around the conflicted world of Don
Draper (Jon Hamm), the biggest ad man (and ladies man) in the business, and his colleagues at the Sterling
Cooper Draper Pryce Advertising Agency. As Don makes the plays in the boardroom and the bedroom, he
struggles to stay a step ahead of the rapidly changing times and the young executives nipping at his heels. The
series also depicts authentically the roles of men and women in this era while exploring the true human nature
beneath the guise of 1960s traditional family values.
A dapted from: A bout. (n.d.). Retrieved June 20, 2016, from http://www.amc.com/shows/mad-men/exclusives/about and perany.com

SPOILER ALERT
AMC's Mad Men ended its series run with a nod to one of the most iconic ads in history, Coca-Cola's 1971
"Hilltop" ad. Watch the following Wall Street Journal video in which the finale is discussed and decide if the
following are True, False or It doesn't say.

1. The series has had seven seasons.

2. The finale follows the narrative style of the series.

3. It is the first time a real ad has been used in the series.

4. The real person behind the ad was an account executive at McCann Erickson, which inspired the fictional
Sterling Cooper Draper Pryce Advertising Agency.

5. He got the idea while he was staying at a commune in Northern California.

6. Coca Cola never paid McCann Erickson for the ad.

7. John Jurgensen is surprised that the creator of the show chose to finish it with something he did not
produce.

8. Some people thought the ending of The Sopranos was too sentimental.

Check Show Feedback

Cloze Activity

Finale (meaning the last part of a show or a piece of music), is one of those not very common words
that include a non-silent tailing "e".
Other examples are:recipe, catastrophe, apostrophe
 Other examples are:recipe, catastrophe, apostrophe
pronunciation of finale
pronunciation of recipe
pronunciation of apostrophe
pronunciation of catastrophe
Many of these words are derived from Greek:
syncope anemone hyperbole acne
synecdoche simile acme
apocope epitome sesame
and include many female names:
Persephone Phoebe Daphne Chloe
Terpsichore Calliope Penelope
They also may come from French. The "e" at the end
usually retains an acute accent to indicate the unusual-
for-English pronunciation:
blasé risqué frappé flambé
touché soufflé fiancé macramé
protégé cliché café
Phoebe from Friends
Image by Lan Bui in Flickr under CC. Forte with the meaning of something that someone is
very good at or knows a lot about comes from French
fort and the final "e" was added in 18c. in imitation of Italian forte "strong."
Loan words from Japanese get a similar distortion of the final vowel:
anime sake karaoke

Complete the following sentences with one of the above words.

She was the of fashionable elegance.
The Dragon Ball cartoon has more than 500 episodes.
By this time, I was getting quite about being on TV.
is a plant that produces seeds and oil used in cooking.
is a medical condition in which your face is covered in spots. It mainly affects teenagers.
It has become something of a to describe New York as a melting pot of different cultures.
The release of the film was accompanied by the usual .
Your is the man that you are going to marry.
We’re having a night tonight.
His suit was the of masculine elegance.

Submit

Activity
 Choose two of the following situations and devise a strategy for advertising in each. Decide what
would be the best way to advertise in each case and why.
You want to sell a new type of mobile phone.
You have just opened a new local flower shop. You don’t have a big budget.
You want a new flatmate.
You have invented a new kind of cooker, and you want to market it. You have plenty of money.
You want to sell your house but not using an estate agent. It is only a small house so the buyer will probably
come from the local area.
You want to advertise your household items company. It is not a new company but you lost money last month
and you want new customers.
Check out this link, the infographs might give you some ideas.

5. Bite size

Image by A nonymous in O penclipart under Share.

The expected Outcomes for this unit can be found by clicking here. Please fill out your sheet so you keep track of your progress.
Focal points in this lesson are:
Vocabulary, expressions and language from the world of publicity and advertising.
Comparatives and Superlatives: review and extend form and usage.
Assimilation. Pronunciation of Final -e.
Language of persuasion and selection.