LESSON 6:

ADVERTISING

Brainstorming
 1- Look at the pictures below. What do they show?

Colgate Close up Moov Mtn

2- Name some brands or trade names you know under these two headings in the table.
Then answer the questions

Mobile phone company Toothpaste

…………………………………. ..........................................................
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 …………………………………. ……………………………………..
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a- Which of the brand or trade names listed do you regularly use?

………………………………………………………………………………………
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b- How were you informed about this product?
.....................................................................................................................................
................................................................................................................................
c- Explain to the class the reason why

Every day in companies there are people who think about techniques to make you
choose their product(s). So they use different means to show it/them to you. This
activity is called advertising.
Note:
 Advertising is a business activity that deals with publicizing goods.
 Advertisement is the action of advertising, a picture or short film telling
about a company or services. It is also called advert or ad.

Activity 1: Skimming
Read the text quickly and choose the best alternative (a-b-c-d) to complete the
statement below.
The txt deals with:
a- The importance of advertising
b- The advertising media
c- The importance and impact of advertising on people
d- Catch-phrases and refrains

Text

In the world of business, advertising is a selling technique which aims at attracting the
attention of the largest numbers of prospective customers and enticing them into buying
goods and services. Advertising can just inform people about the appearance of the new
goods and services on the market. Their prices, their quality, and their use, where to find
them: but it can also try to persuade people to buy this goods and services.
It would be quite impossible to enumerate all the advertising media which overwhelm our
modern business world. Here are the most common ones radio, television, posters,
newspapers, magazines, catalogues, painted walls, tee-shirts, and carrier-bags. Every
advertiser chooses medium which is likely to attract the greatest number of people.
By means of refined techniques, photographers, copywriters, artists and psychologists
gather around the advertising manager of a firm to elaborate catch-phrases, pictures and
drawings in order to give certain images of a product. So that product is not bought for itself,
but because of the poetical unreal dream which emerges from the comments made on it to
advertise a simple bottle of beer, a poster will create a fair like environment with richly
coloured objects: for example a fantastic house a heavenly garden, a mild blue sky, a happy
sunny day, a modern healthy, well-to-do family with a brand-new car…All this magical
atmosphere gives the middle class consumer the impression that he can better his social
condition if he uses that beer. He might even feel very satisfied to use the same product as a
richer people.
This psychological message hidden behind persuasive advertising is so subtle that
consumers are rarely aware that they are being cheated: let us analyse the slogan:
 Slavia for people who know
 Bata for real ladies and real men
 Coco-nut oil for a happier healthier life.
In every consumer society, such as catch-phrases have become as the refrain of a well-known
song. Every lip is familiar with them at every moment, even at night. All the media use their
magical power (repetitive music, drawing, poetry…) to focus the attention on them. People
sub consciousness is constantly tortured and manipulated by their imperialistic invasion. The
purpose of these three slogans for example is to appeal to the consumer deep longings pride
and senses: when they do not use the articles advertised, they unconsciously suffer from a
lack and from doubt about their human identity, their tastes, their health and their happiness.
On the contrary, some people will unwillingly rush to buy these articles in order to enjoy a
happy life, good health and to persuade themselves that they are real men and real ladies, or
that they “know”.
Acitivity2: Word study

A- Read the text again and find in it words or groups of words whose meanings are given
below. Number 1 is an example
1- The activity of creating advertisements: advertising
2- Potential (line 2-3):………………………………………………………
3- Persuading (line 2-3):………………………………………………………………
4- Arrival; release (line 3-4):…………………………………………………………...
5- Submerge (line 5-6):………………………………………………………………
6- Aim; objective (line 27-28):.................................................................................
7- Strong desires (line 28-29):…………………………………………………………
8- Go or come quickly (line 30-31):………………………………………………
B- Read the text and find in it words or groups of words to complete the following
sentences. The paragraphs are given as clues.
1- Someone who is in charge of advertising is an advertising manager …………(p3)
2- An environment that is unreal or imaginary is a ………………………………(p3)
3- a rich family which can buy most of the thing it wants is a ……………………(p3)
4- A completely new car is ………………………………………………………..(p3)
5- A phrase that is popular or well-known is a…………………………………..(p5)

Activity 3: Comprehension

Read the text once again and use information to fill in the table below. Justify your answers
indicating the lines.

1- An example of selling technique: 6- Catch-phrase is also called…..

 advertising (line 1) ..................................................................
2- Five advertising media …………....... 7- A product is bought because…
………………………………………………. …………………………………………...
3- Advertising informs about………….. 8- Effect of advertising on the
………………………………………………. middle class consumer…….....
…………………………………………...
4- Objective of advertising…………… 9- Advertising hades a………….
............................................................................ .................................................................
5- People in charge of advertising……….. 10- Impact of advertising on the
………………………………………………… population…………………..
… …………………………………………..

Activity 4: Language Focus

Expressing opinion

A- Here are these sentences. Study them and say what the underlined words expressed.
1- I think (that) we should invest in a new business.
2- I really feel that television is the most efficient advertising medium.
3- To my mind, the company should launch new product.

Strong opinions Weak opinions Neutral opinions

 I’m  I’m inclined to think  In my opinion…
convinced/sure/positi that …  I think/consider/feel
ve  I tend to think that … that…
 I strongly believe that  As I see it…
…  From my point of
 I definitely/certainly view …
think that…  To my mind…
 I really feel that …  I believe that ….

Activity 5: Consolidation
Today’s society we purchase goods not for the necessity or the quality but because of the
publicity. Write a short paragraph in which you will give your point of view about this
statement. You will read it before the class.

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MANAGEMENT

Define management and explain the functions of management with suitable examples from
your area of work?

Answer.

Introduction

1. Controlling a complex organization so as to achieve

desired goals resulted in the evolution of the concept of
management. Management includes all those people who are
concerned with managing an organization. It is a sum of
organized activities by a group of people. Management
involves decision making at various levels of organization for
getting things done by others. It is both science as well as an art,
because the fundamentals of management are same
everywhere but the practices differ.

Definition of Management

2. Different experts have defined the term “Management”. Some of

these definitions are given below:-“To manage is to forecast and plan, to
organize, to co-ordinate and to control.” – Henry Fayol

“Management is a distinct process consisting of planning, organizing,

activating and controlling to determine and accomplish the objectives by
the use of people and resources.”- G.R. Terry
“Management is simply the process of decision making and control over
the action of human beings for the express purpose of attaining pre-
determined goals.”- Stanley Vance

“Management is the art of getting things done through and with the
people in formally organized groups.”- Harold Koontz

Functions of Management

3. Different experts have classified functions of management. According to George

& Terry, “There are four fundamental
functions of management i.e. planning,
organizing, actuating and controlling”.
According to Henry Fayol, “To manage is to
forecast and plan, to organize, to command, &
to control”. Whereas, Luther Gullick has given
a keyword ‘ POSDCORB’ where ‘P’ stands for
Planning, ‘O’ for Organizing, ‘S’ for Staffing,
‘D’ for Directing, ‘C’ for Co-ordination, ‘R’ for
reporting & ‘B’ for Budgeting. But the most
widely accepted are functions of management
given by Koontz and O’Donnell i.e. Planning,
Organizing, Staffing, Directing and
Controlling; which are described below:-

4. Planning. The function of management of systematically making decisions about

the goals to be achieved and activities or actions needed to achieve those that an individual,
a group, a work unit, or the overall organization will pursue in the future. Plans are developed
for the entire organization unit and individuals for certain period of time. Its activities include:-

(a) Analyzing the current situation.

 (b) Anticipating the future.

(c) Determining the organizational objectives.

(d) Deciding the activities to be involved.

(e) Choosing strategies.

(f) Determining resources to achieve organizational goals.

5. Every plan has to contribute positively towards the

accomplishments of the objectives. Efficiency is measured by
the contribution of the plan to objectives implementing the
plan. Planning is the primary prerequisite for all other function
of management. Every action of the manager follows a
planning step. If more people in an organization use common
and consistent planning premises, the enterprise planning will
be more coordinated. Planning covers a period over which
commitment of resources can be clearly visualized. Building
flexibility in planning beneficial, but cost of building flexibility
needs to be evaluated against the benefits. Manager needs to
periodically check events of the plan and redraw plans to
maintain the move towards a desired goal.

6. In my area of work (Simulator Squadron), we at the beginning of a year plan what

maintenance procedures should be adopted to ensure 100% utilization of the simulators by
the aircrew. We identify the resources that are mandatory for the maintenance of the
simulators. Estimation of monetary resources is being done to complete the tasks well in
time. After this, we used to prepare a comprehensive plan to execute the tasks.
7. Organizing. The management function of assembling and coordinating human,
financial, physical, information and other resources needed to achieve organizational goals.
Its activities include:-

(a) Specifying Job responsibilities.

(b) Grouping jobs into work units.

(c) Resource allocation

8. An organization is effective is effective if it as a whole, and every part of it, makes

possible accomplishment of individuals in contributing towards the attainment of objectives.
There is a limit at each managerial position on the number of persons an individual can
effectively manage. Maintenance of authority delegation requires that decisions within the
authority competence of an individual manager be made by him and not referred upward in
the organization. The better an organizational structure reflects a classification of the tasks
and activities required for achievement of objectives and assists their coordination through
creating a system of interrelated roles; and the more these roles are designed to fit the
capabilities and motivations of people available to fill them, the more effective and efficient
an organization structure will be. The more a position or a department has clear definition of
results expected, activities to be undertaken, organization authority delegated, and authority
and informational relationships with other positions, the more adequately individual
responsible can contribute toward accomplishing objectives.

9. In my area, I used to delegate

responsibilities to my subordinates according to
their trade structure initially when they posted-in
with appropriate level of authority, and after some
time I delegate them other trade duties to expand
the radius of their experience and intellect.

10. Staffing. The positions provided by

the organization structure must be staffed with personnel able and willing to carry out the
assigned functions. The quality of management
personnel can be ensured through proper
definition of the job and its appraisal in terms of
human requirements, evaluation of candidates
and incumbents, and appropriate training.
Specifications for the job rest on organization
requirements and on provision for incentives to
induce effective and efficient performance of the
tasks involved. Performance must be appraised
against the management action required by
superiors and against the standard of adherence in
practice to managerial principles. Managers
should be selected from among the best available candidates for the job, whether they are
inside or outside the enterprise. The objective of management development is to strengthen
existing managers. The most effective means of developing managers is to have the task
performed primarily by a manager's superior.

11. In my area of work, I used to put special emphasis on the training of deployed
manpower, evaluate them on daily basis and appreciate them by granting them day-off etc.

12. Directing. The management function that involves the manager's efforts to
stimulate high performance by employees and includes directing, motivating and
communicating with employees, individually and in groups. Its activities include:

a) Directing the workforce.

(b) Motivating your subordinates.

(c) Communicating with employees

(d) Leadership

13. Effective directing depends on the extent to which individual objectives in cooperative
activity are harmonized with group objectives. The more completely an individual has a
reporting relationship to a single superior, the less the problem of conflict in instructions and
the greater the feeling of personal responsibility for
results. Effective direction requires that
management supplement objective methods of
supervision with direct personal contact. Since
people, tasks, and organizational environment
vary, techniques of supervision will be most
effective if appropriately varied. At one time there
was a management emphasis on directing in the
directorial (autocratic) sense, but in recent times,
the concept of directing has become more
congruent with leading than with pushing. Thus
today, directing is more related to leading and
leadership styles. Leadership in this context
means the process whereby a work environment is created in which people can do their best
work and feel an interest in producing a quality product or service.

14. In my area of work, I religiously direct my subordinates before, during and after the
execution of a task. I assure that there should be no
communication gap at all levels of my squadron. I used to
communicate with my subordinates quite often.

15. Controlling. The function of management of monitoring progress and making

needed changes to make sure that the organizational goals are achieved. Its activities
include:

(a) Setting performance standards that indicate progress toward long-term goals.

(b) Monitoring staff performance through performance data evaluation.

(c) Identifying performance problems by comparing performance data against

standards and take corrective actions.

16. The task of control is to assure accomplishment of objectives by detecting potential or

actual deviation from plans early enough to permit effective corrective action. The primary
responsibility for the exercise of control rests in the manager charged with the execution of
plans. The more controls are designed to deal with and reflect the specific nature and
structure of plans, the more effective they will serve the interests of the enterprises and its
managers. The more controls are designed to reflect the place in the organization structure
where responsibility for action lies, the more they will facilitate correction of deviation of
events from plans. Controls have to be consistent with the position, operational responsibility,
competence, and needs of the individuals who have to interpret the control measures and
exercise control. Effective control requires objective, accurate, and suitable controls.
Effective control requires attention to those factors critical to appraising performance against
an individual plan. Control is justified only if indicated or experienced deviations from plans
are corrected through appropriate planning, organizing, staffing and directing.

17. In my area of work, I used to monitor the scheduled tasks regularly. If there is certain
deviation in the completion of task(s) due to any reason such as procurement of items, non-
availability of manpower etc. I correct that misbehavior and change the strategy if
appropriate.

Conclusion

18. In conclusion, “Management” is an individual or group of individuals that accept

responsibilities to run an organization. Management brings together all six M’s i.e. Men and
Women, Money, Machines, Materials, Methods and Markets.

LESSON 5:

AFRICAN DEBT AND INTERNATIONAL INSTITUTIONS

Brainstorming
1- What are the international institutions that you know?
2- What are their different objectives?
3- How do they function?
4- Do you think that they fulfil their role faithfully?

Text

By the mid-eighties the external debts of African countries was estimated at 180 Billion of
US dollars this figure raises questions why are these countries so heavily indebted? Who lent
such huge sums that can never be repaid?
African leaders are quick to assert that successive government borrowed money to build
schools, hospitals, roads. While acknowledging that these investments, if any are not
productive, especially a short term, we should not overlook mismanagement and
misappropriation. Most loans for government often land in private bank accounts in
Switzerland or diverted to purchase arms and build palaces
There are more serious causes of crippling indebtedness. African countries like all third
world nations have been getting smaller export revenues. The price of exported raw materials
has been declining, making hard to service their foreign debts. Simultaneously the bill of
exported crude oil has become a burden, forcing those countries to borrow more and more to
alleviate their suffering. A few years ago Africa experienced an oil glut detrimental to oil
producing nation. This has led to a drop in earrings which were expected to help refund
loans. Finally, most loans were arranged in the soaring US dollar.
Most lenders, including the International Monetary Fund (IMF), the World Bank, foreign
government and private commercial banks, are seeking new strategies to get their money into
their safes. The Paris club is still making loans to enable debtors to settle their debts, the
debtors are begging the creditors to scrap their altogether.
When the IMF agrees to reschedule the debts of African nations, harsh conditions are
imposed and often lead to social upheavals. These humiliating conditions range from the
devaluation of the national currency, privatisation the cutting of subsides on basic consumer
goods, accepting foreign experts to supervise the management of economy to the
liberalization of trade.

Activity 1: Comprehension
Read carefully the text above and say if the statements below are true or false. Write (T) for
true and (F) for false, and then justify your answers by indicating the line(s). Number is an
example.
1- The estimation of African countries’ debts in the eighties was 180 Billion of USA
dollars: T. line 1
2- The money borrowed by African leaders is supposed to be used for creating their
wealth……………………………………………………………………………………
3- African countries like all third world nations have been getting smaller export
revenues ………………………………………………………………………………...
4- When the IMF agrees to reschedule the debts of African nations, it is to help them to
pay back quickly their debts and it helps them how to manage their economy in order
to avoid borrow money from other countries……………………………………………
5- The IMF helps African countries to valorise their national currency...............................
Activity 2: Vocabulary

A- Find in the text words whose meanings are given below. Number 1 is an example.
1- A number that shows the amount especially in an official report (L2) ; figure
2- Bad management (L6)……………………………………………………………….
3- Used for a purpose different from the planned one (L7)............................................
4- To rearrange the payment programme (L20)………………………………………
5- The fact of owing money (L10)……………………………………………………
 B- The words in box A are from the text, match them with their synonyms in Box B.
Number 2 is an example.

Box A Box B Answers

1- Harsh a- Reimburse 1 ………….
2- burden b- cancel, delete 2------ C
3- safes c- heavy, load 3 …………………
4- refund d- difficult, tough 4 ……………….
5- soaring e- increasing 5 ……………………
6- to service f- to handle, 6 ………………….
7- Glut g- overproduction 7 …………………..

C- Make sentences with the following words:

1- Mismanagement
………………………………………………………………………………………
……………………………………………………………………………………….
2- Misappropriation
………………………………………………………………………………………
……………………………………………………………………………………….
3- Currency
…………………………….........................................................................................
.....................................................................................................................................
4- Privatization
………………………………………………………………………………………
……………………………………………………………………………………….
5- Debtor
………………………………………………………………………………………
……………………………………………………………………………………….
Activity 3: Language focus
Possessive forms of nouns
RULES FOR FORMING POSSESSIVE FORMS OF NOUNS

Conditions Possessive form Examples

If a noun is singular and add an apostrophe (') -the neighbour's car
does not end in “s” plus ‘s’ to the noun - - the child's toys
- Gloria's career
- New Brunswick's art
If a noun is singular and if a new syllable is -Doris's store
ends in “s”, be guided by formed in the -my boss's approval
pronunciation the way pronunciation of the -Dennis's car
you say the word - - possessive add an -witness's description
formed in the - apostrophe plus “s” -------------------------
apostrophe plus “s” - if adding an extra “s” - John Hastings' store
 would make the word -Jesus' parables
seem awkward or hard - Phillips' farm
to pronounce, add only - Mary Parsons' garden
an apostrophe -
If a noun is plural, and add only an apostrophe -students' lounge
already has an “s” at the (') - witnesses' story
end - - librarians' club
- the Jones' party
- the ladies’ room
If a noun is plural and Add apostrophe (') S - oxen's hooves
does not end in “s” - men's choir
- women's wear
- children's toys

Hints for Using Possessive Nouns

1. The possessive form of a noun is rarely used in formal writing with plants and non-
living objects. For example, it is better to write "the legs of the table" instead of "the
table's legs" or "the leaves of a tree" rather than "the tree's leaves."
2. However, it is acceptable to use the possessive form for common expressions
referring to time and measurement, such as two weeks' vacation five dollars' worth one
hour's time
3. Avoid using two or more possessives together in a sentence. Here’s an example:
Sarah's boyfriend's mother's house is for sale.
The above sentence contains 3 possessives. Only one is acceptable. A better version
of the sentence would look like this: The house belonging to the mother of Sarah's
boyfriend is for sale.
4. Examine the following sentence. Then, create a rule to explain what you found.
Mary and Susan’s mother arrived yesterday.
You should have written something like this: “When two or more people “own”
something together, you use an apostrophe only with the owner who is mentioned
last.”
5. If both nouns are possessive, each one owns a separate thing. Mary’s and Susan’s
houses are on the same street.

HOMEWORK
Read the topic and do it at home. (25 lines maximum)

1- According to you, is it necessary for African countries to pay totally their debts
back before talking about the development of African nations?
LESSON 6:
UNEMPLOYMEN
T
Brainstorming
1- What can be the causes of unemployment?
2- Point out some consequences of unemployment
3- Suggest some solution which help to put diminish unemployment in African
countries.
Text

The consequences are painful for all, and tragic for some especially for the long term
unemployed who stands to remain for ever the wards of the state: the longer they have to
wait, the poorer the chance is their ever finding a job.
Despair drives some of them to suicide, others take to drinking or drugs; some will give
themselves up to delinquency probably under the impression that in so doing they get their
revenge on the society for failing to help them.
The most destitute ones can no longer pay a rent, and they are to be found sleeping under
pitiful pieces of cardboard in public parks, in the streets, in the hooks and crannies of
railways or underground ( US: subway) stations or they seek shelter in the hostels of
Salvation Army, the Red Cross or other charitable organizations. They queue up for food at
soup kitchens. A host of unemployed people now swell the ranks of all big cities inevitable
vagrants and beggars to constitute what has been named the Fourth World or the New Poor.
Unemployment also perturbs family life. A jobless father is apt to be ashamed of himself
for no longer providing for his family, hence a feeling of guilt, a profound anguish as regard
the future which may lead to depression and nervous collapses. He may lose his authority
over his children, or his wife’s respect, as they perhaps despise him for incompetence.

Activity 1: Comprehension
Read the text carefully and give short answers the question below.
1- How are the unemployment consequences?
…………………………………………………………………………………………
…………………………………………………………………………………………
2- To what does despair drive the jobless?
...........................................................................................................................................
...........................................................................................................................................
3- Where do the unemployed who cannot pay a rent sleep?
…………………………………………………………………………………………
………………………………………………………………………………………..
4- Do some social organizations give a hand to the jobless?
 …………………………………………………………………………………………
…………………………………………………………………………………………...
5- To which world according to the text the jobless are part?
…………………………………………………………………………………………
………………………………………………………………………………………….
6- Is the jobless father important for his family? Justify your answer
…………………………………………………………………………………………
…………………………………………………………………………………………..
Activity 2: Vocabulary
A- Finding words from definition or meaning.
1- Dramatic (L1) ………………………………………………………..
2- A state of having lost hope (L4) ……………………………………..
3- Miserable (L7)………………………………………………………..
4- Vagabonds (L12)………………………………………………………
5- People who live by asking for food or money (L12)………………….
6- Feeling of shame for having done something wrong (L13)……………………
7- Great mental suffering (L15)……………………………………
8- Dislike (L16)…………………………………………………….
B- Make sentences with the words below
1- Despair
………………………………………………………………………………………
………………………………………………………………………………………
2- Anguish……………………………………………………………………………
……………………………………………………………………………………..
3- Painful………………………………………………………………………………
……………………………………………………………………………………….
4- Destitute……………………………………………………………………………
……………………………………………………………………………………….
5- Vagrants……………………………………………………………………………
……………………………………………………………………………………….
Activity 3: Language focus
A- Study the following sentences which have two clauses. Which clause is the result of
the other?
1- The longer unemployed people have to wait, the poorer the chance is their ever
finding a job.
2- The older Janis gets, the more beautiful she becomes.
 Complete this short passage with: more- the – er- result+

A double comparison has two clauses, the second is the…………………. of the

first clause. Both begin with …………… And as for the adjectives, they behave
differently. While short adjectives behave as follows: the + short adjective +
…………., long ones follow the rule: the+…………… +long adjective

Homework
Working for an American social Non-Governmental Organization (NGO), you are
asked to write a paragraph (10 lines maximum) to propose solutions to help African
countries to reduce unemployment.