Professional Documents
Culture Documents
13 ADVERTISING 44 FUNCTIONAL
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
AT THE TABLE
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
SINGULAR PLURAL
MYSELF OURSELVES
YOURSELF YOURSELVES
HIMSELF, HERSELF AND ITSELF THEMSELVES
The “Subject“ and the “Object“ are the same person; when the action returns to the doer.
We want to emphasize that the doer did the action without anybody’s help.
We want to say that the doer did something without company (With the preposition “By”).
EXAMPLES:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXERCISE 1. Read and analyze the following examples, write on the right side what the reflexive pronoun
expresses:
1. After her parents moved to McAllen, Evelyn started to live by herself. ______
2. It’s our fault. We blame ourselves. ______
3. Tom and Ann stood in front of the mirror and looked at themselves ______
4. Benjamin repaired his computer himself. ______
5. I’m not going to do it for you. You have to do it yourself. ______
6. Mary cut herself when she was chopping onion. ______
7. Do you enjoy traveling by yourself? ______
8. Let’s paint the house ourselves. It will be much cheaper. ______
9. The film itself wasn’t very good, but I liked the music. ______
EXERCISE 2. Complete each sentence using “Reflexive pronouns” and one of these verbs:
EXERCISE 3. Fill in the blanks using “Reflexive pronouns” (Myself, yourself, ourselves, etc.) or “Object
pronouns” (Me, you, him, her, us, etc.).
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW.
Joe helps Jane, Jane helps Joe. They help “Each other”.
“Joe and Jane help themselves” because in this case Joe helps Joe, and Jane helps Jane.
EXAMPLES:
NOTES:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. What is intelligence?
2. In how many ways can a person be intelligent?
3. How would you describe the personality of intelligent people?
4. What do you think is an appropriate profession for intelligent people?
5. Read the title of the lesson. What do you think the lesson will be about?
Read the statements in the opinion survey. Decide if you agree or disagree with each one. Explain your
opinions using examples from your experience.
AGREE DISAGREE
People are born with a certain amount of intelligence and it doesn’t change.
Scientists and mathematicians are more intelligent than artists and writers.
People who get good grades in school will also do well in their careers.
VOCABULARY EXERCISE. Read the following sentences. Circle the word or expression that is closest in
meaning to the underlined words.
1. How do you handle your anger? One way is to do something physical, like going for a walk. By the time
you get back, you won’t feel angry anymore.
a. Hide b. Express c. Manage
2. Some people do not respond in a positive way to criticism. They either become angry or depressed.
a. Agree b. React c. Listen
3. Some people feel that they must make a big fuss in order to get what they want. They get angry and
complain until they get their way.
a. Complain loudly b. Become worried c. Remain calm
4. We must learn to deal with setbacks. When things go wrong, we must keep going and not let the
problems stop us.
a. Choices b. Surprises c. Disappointments
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
5. I love the class I am taking now. I feel very enthusiastic about it.
a. Confused b. Unhappy c. Excited
6. You will get depressed if you always dwell on failures. You should think about positive things.
a. Think about b. Forget about c. Look for
7. Some people always seem to take life in stride. Difficulties don’t seem to bother them, and they can
keep living happily.
a. Take it easy b. Worry about everything c. Exercise regularly
8. It’s a bad idea to give up when you can’t solve a problem. Try looking at it in a new way, and eventually
you will find a solution.
a. Feel sad b. Stop trying c. Ask for help
9. She’s a very sharp manager. She’s intelligent and perceptive about her employees’ problems.
a. Smart b. Reliable c. Easygoing
10. It’s common to feel resentful when other people succeed. But instead of feeling jealous, you can study
them to find out what they did to succeed.
a. Strong and proud b. Surprised and confused c. Hurt and angry
11. When people are in trouble, it’s important to empathize with them. By recognizing their feelings, you will
be able to help them better.
a. Understand b. Ignore c. Change
12. When you make a mistake, it’s better to swallow your pride and admit that you did something wrong.
Then you can try to correct the problem.
a. Taste your pride b. Express your anger c. Forget your pride
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
2. INTRODUCTION TO THE TOPIC. You will hear a radio interview with hosts Claire Nolan and Bill
Rodney about the Emotional Intelligence Quotient (E.Q.). Listen to the beginning of the interview. Then
discuss the questions.
2. Bill Rodney will interview three people about their ideas on E.Q.
What do you think their opinions might be?
3. LISTENING FOR THE MAIN IDEA. Listen to the entire interview. Complete the chart as you listen to
each person discuss his or her opinions about E.Q.
Betty Cortina
Jim McDonald
Jan Davis
4. LISTENING FOR DETAILS. The people in the interview mention many qualities a person with a high
E.Q. might possess. Read the list of qualities. Then listen to the entire interview again, one part at a
time. Check the qualities you hear mentioned.
PART ONE
PART TWO
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PART THREE
_____ 15. Convince people that he/she is correct _____ 18. Get promotions at work
16. Empathize with others 19. Swallow his / her pride
17. Control his / her reactions when angry _____ 20. Apologize effectively
5. LISTENING BETWEEN THE LINES. Emotional intelligence includes skills such as understanding one’s
own emotions and relating well to other people. In his book, psychologist Daniel Gomeman lists the five
main skills of Emotional Intelligence.
Read the list of skills in the box. Then listen to the excerpts from the radio interview. You will hear about
situations in which people did not possess one (Or more) of the five main skills. Write the skill(s) each
person needs to develop and why.
Excerpt One
Skill(s) needed: .
Why? .
Excerpt Two
Skill(s) needed: .
Why? .
Excerpt Three
Skill(s) needed: .
Why? .
6. SPEAKING TOPIC.
ROLE-PLAY. Working in pairs, choose one of the situations. First role-play characters with a high E.Q.
Another couple should role-play the same situation representing low E.Q. people. Review the five skills
of E.Q. to clarify your ideas.
You are extremely busy and have to give a report at an important meeting tomorrow. One of your
employees just gave you information that you need for your report, but she / he didn’t give you all the
details you need. There is very little time, so now you will both have to work until late tonight. You are
quite annoyed.
You are tired. Your wife / husband begins to criticize you because you left your dirty dishes in the sink.
You don’t think you’ve done anything wrong. You think she/he is not being fair to you. You are very
annoyed.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. There are no specific rules to know which “Preposition” should be used in a
specific situation in English, and they cannot be literally translated from another language.
For example in Spanish you hear “Depende de …”, but in English we say “It depends on …”
Most “Verbs” require specific “Prepositions” (Some of them don’t even need one). Other verbs can
be combined with a number of “Prepositions” to form “Idiomatic expressions” or “Idioms”, which
have completely different meanings. We will study these “Idioms“ later in this course.
“Adjectives”, on the other hand, also use specific “Prepositions” in different situations. Study the
following information and examples: (Give more examples for each case you learn)
VERB + PREPOSITION
VERB PREPOSITION EXAMPLES:
_____________ _____________ I always listen to the radio while I study.
_____________ _____________ She has to speak to her boss.
_____________ _____________ They’re going to the movies. (Except for: “Home”, “Downtown”, or “Verb ING”)
_____________ _____________ It depends on my mom if I will go or not.
_____________ _____________ Don’t pay attention to what they say. Focus on your work.
_____________ _____________ I have always dreamed about a Ferrari.
_____________ _____________ You don’t have to answer now. Think about it.
_____________ I often think of my family.
_____________ _____________ Don’t laugh at me, this is serious!
_____________ _____________ Mrs. Jones was shouting at her husband last night.
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ADJECTIVE + PREPOSITION
EXAMPLES:
EXAMPLES:
1. Shrek is very nice to Fiona, but he’s very rude to her parents.
2. You’re the teacher’s pet. She’s very kind to you.
3. You should be more polite to your mother-in-law.
4. Dr. Robinson was very kind to the audience.
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXAMPLES:
EXAMPLES:
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
a) You and your friend are getting ready for a job interview
b) You and your mother are preparing your fifteenth birthday party
c) You are about to present your professional exam
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXAMPLES:
10. ________________ __________________ I’m surprised at her English. It’s quite good.
11. ________________ __________________ Thomas Alba Edison was good at inventing things.
12. ________________ __________________ They were impressed with the new airport.
13. ________________ __________________ Lets’ eat something else. I’m fed up with hamburgers.
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EXERCISE 2. Fill in the blanks using the “Adjectives” in parenthesis and the corresponding “Preposition”.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. “Do” and “Make” have very similar meanings, so it’s sometimes a little difficult
to know when to use one or the other. There are no specific rules, though we tend to use “Make”
when we “Produce something”. Study the following information and examples:
VOCABULARY EXAMPLES
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. “Have” and “Take” also have very similar meanings, so it’s sometimes a little
difficult to know when to use one or the other. There are no specific rules, so we have to learn the
correct one in every case. Study the following information and examples:
VOCABULARY EXAMPLES
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
a) At the doctor’s
b) At the bar
c) At a business meeting
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXERCISE 1. Fill in the blanks using “Do”, “Make”, “Have” or “Take” in the right tense.
GRAMMAR REVIEW. “As” and “Like” also have very similar meanings, but we use “As” when we
are talking about real stuff while “Like” is used when we are comparing similar items. Study the
following information and examples:
EXAMPLES:
EXERCISE 2. Fill in the blanks using “As” or “Like” + one of the following:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
CASES. Read the following cases. One student reads a paragraph and another one explains it. Once you
have finished a complete case, act it out in front of the class. Then role-play the trial according to the
elements shown in the display of an American court. Write the resolution of the court in the space provided.
Continue in the same way with case 2.
Court display
CASE 1. “IT’S MY LIFE” at the city hospital and the doctors find out he’s
REAL CASE TAKEN FROM THE MOVIE “IT’S MY broken his spinal cord. He won’t be able to
LIFE”, WITH RICHARD DRAYFUS move from the neck down for the rest of his life!
This is a young and prosperous painter and After these events, and no matter his
sculptor. He has a lovely 25-year-old girlfriend. condition, his fiancée promises to take care of
They’re very much in love and enjoy each other’s him and encourages him to keep fighting and
company quite a lot and hang around everywhere, remember their plans and dreams. He completely
parties, restaurants, etc. They have a very active disagrees with her and asks her to leave him
social and sexual life! alone and forget about him arguing that he won’t
be able to stand a life without touching her, loving
After a couple of years of hard work, good her as they used to. Besides, his living comes
luck and the right contacts, he accumulates a great from art, and he won’t be able to do it anymore.
amount of paintings and sculptures that interest the How?
owner of a well-known, prestigious gallery. He’s
given the chance to exhibit and succeeds! This The turning point of the story comes
grants him a considerable fortune and fame when he demands for a lawyer and asks him to
worldwide. That week, after proposing to his “Better arrange whatever is necessary to have
half” and making promising wedding plans hoping for euthanasia legally applied, as long as he can’t
a long-lasting happy life together, a friend of theirs kill himself. His main argument is: “It’s my life,
invites them for celebrating his success. For some and I am the only person that has the right to
reason she leaves earlier and he stays till late at decide how to live it or how and when to end it.”
night. The girlfriend, nurses (Who become close friends
of his) and doctors try so very hard to convince
On the way back home, under the influence of him not to go on trial, but don’t succeed.
alcohol, he has a terrible accident, crashing directly
into a trailer. He’s taken to the ER (Emergency room)
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19. ________________ V. To grab an innocent person until demands are met.
20. ________________ V. To ask for money for keeping s.t. in secret, for example.
21. ________________ N. James Bond is a famous spy.
22. ________________ N. A person who sells illegal drugs.
23. ________________ N. Devices used to attack. Guns, knives, etc.
24. ________________ N. Revolvers and other fire weapons.
25. ________________ N. A multiple shot weapon. Ra-ta-ta-ta-ta…
26. ________________ N. Short kind of knife.
27. ________________ N. Stick used by policemen to keep the order.
28. ________________ N. Chemical weapon used to paralyze a person.
EXERCISE 1. Make up your own story. Write it down in the space provided. Have your teacher check it, and
then read it to the class. If there is time, take each case to court.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
Singing along is a good opportunity to practice what you have learned so far, and have lots of fun! However,
there are some important things to consider:
1. SLANG. Slang is an informal form of language and expressions that are considered unacceptable in
formal speech and writing. Slang is a form of localism in a language. Some expressions may differ from
country to country, and even more, from city to city or counties.
For example: “Gonna” instead of “Going to” …“Nothing’s gonna stop us now…”
“Wanna” instead of “Want to” …“I wanna know what love is…”
2. RHYME vs. GRAMMAR. Just as in poetry, as long as music is a form of art, sometimes composers play
with language in order to make it “Sound” good. It is not strange to hear “Mistakes” in word order,
pronunciation or even verbal forms in a song.
For example: “She’s got a ticket to ride, but she don’t care…”
3. BLENDING. This phenomenon occurs when fluency is fast enough as to hear a group of words appearing
like one single word. The blending is formed by the union of the last sound of a word with the first sound of
the following word. It is important that at the beginning you get the right number of words in a phrase.
You can easily think that the singer says something like “Kidding”, but he actually blends the “Kid” sound with
the “In” sound.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
4. LOGICAL GRAMMAR. Sometimes it is very difficult to catch every single word in the lyrics of a song.
When this is so, no matter how many times you hear a line, you won’t get it. Sometimes the problem is that
we don’t know the vocabulary, even if you identify the sounds, you might not understand what it means.
What you have to do is deduce the meaning of the word from its context in the song and look for it in a
dictionary or ask your teacher. It can be a “Subject”, a “Verb”, an “Adjective”, etc. Just remember that every
sentence in English needs a “Subject”, and a “Verb”. This can be the verb “To be” if you are talking about
“Descriptions”, “Locations”, “Nationalities”, etc. or any other verb in present, in past, in future, etc. Keep in
mind that sometimes you need auxiliaries too. Having good grammar basis helps us reconstruct the complete
sentence even if we couldn’t catch every word individually.
STRUCTURE
DESCRIPTIONS ACTIONS
EXAMPLES:
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NOWHERE MAN
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SOMETHING
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1. _________________ N. A little car you use at the super market or to carry cement.
2. _________________ N. An electrical bus that has some kind of antennas.
3. _________________ N. A store where you can buy jewels such as rings, etc.
4. _________________ N. Unit used to measure precious stone’s or metal’s quality.
5. _________________ Invented expression of happiness.
6. _________________ Exp. Going O.K. “Bro” is short for “Brother”.
OBLADI-OBLADA
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
a) At a hotel room
b) Mother and daughter cleaning the house
c) Buying furniture
d) Newly weds opening presents
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. _________________
2. _________________
3. _________________
4. _________________
5. _________________
6. _________________
7. _________________
8. _________________
9. _________________
10. _________________
11. _________________
12. _________________
13. _________________
14. _________________
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
1. _________________
2. _________________
3. _________________
4. _________________
5. _________________
6. _________________ ,
7. _________________ , -
8. _________________
9. _________________
10. _________________
11. _________________
12. _________________
13. _________________
14. _________________
15. _________________
16. _________________
17. _________________
18. _________________
19. _________________
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. _________________
2. _________________
3. _________________
4. _________________
5. _________________
6. _________________
7. _________________ , -
8. _________________
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
NOTES:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. There are two articles in English: the indefinite article “A / an”, and the
definite article “The”. We normally use the indefinite article when we are not talking about a
specific thing. “I need a pen.” This one or any other; it’s the same. On the other hand, when we refer
to a specific item we use “The”. “Give me the pen.” That one, the one you have right there.
Sometimes, however, it’s not that easy to know when you need to insert the specific article or not.
Study the following rules and examples: (They’ll help you use the specific article “The” correctly)
Rule 1. We use “The” when we are talking about particular items, but when we speak in general, we
don’t.
EXAMPLES:
IN GENERAL IN PARTICULAR
1. Children learn quickly. (In general) Let’s take the children to the movies.
2. I’m afraid of dogs. (In general) The dogs are hungry.
3. The doctor told me not to have sugar. (In general) Please pass me the sugar.
4. I go to church every Sunday. (Church in general) They are painting the church. (The building)
1. Kevin.
2. Africa.
3. Mexico.
4. Dr. Robert.
1. The Simpsons.
2. The United States.
3. The Bahamas.
4. The Netherlands.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
b) Conventional.
1. The sky.
2. The sea.
3. The country.
4. The environment.
c) Musical instruments.
1. The guitar.
2. The piano.
3. The drums.
4. The saxophone.
d) Conventional.
1. The movies.
2. The theater.
3. The radio.
4. The same.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. I go to bed early.
2. He went to work.
3. I have to go home.
b) When we have:
EXERCISE 1. Complete the sentences using “The”, “A”, “An” or just a blank.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXERCISE 2. Complete the sentences using one of the following. Use “The” where necessary.
EXERCISE 3. Put in “The” where necessary. Leave a space (---) if the sentence is already complete.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXERCISE 4. Answer the following geography questions choosing from the options in the chart. Write
“The” if necessary.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. “Idiomatic expressions” or “Idioms” are phrases or groups of words that
have a completely different meaning from that of the words they contain individually. You need to
know at least the most common ones. Study the following idioms and examples:
1. ________________ Not to care about something. I don’t give a darn about politics.
2. ________________ a) To present a bride at the church. Her brother gave her away at the wedding.
b) To reveal s.t. unintentionally. The kid said he hadn’t eaten the cake, but the
chocolate around his mouth gave him away.
3. ________________ To give something for free. Wal-Mart gives cake away on its anniversary.
4. ________________ To return s.t. Please give me my book back. I need it.
5. ________________ To surrender. She gave in and bought the child some candy.
6. ________________ To surrender. Japan gave up after the atomic bombs.
7. ________________ To emit s.t. Your car gives off a lot of smog!
8. ________________ To hand out. Please help the teacher give out the copies.
9. ________________ To provoke s.t. The attack gave rise to a war.
10. ________________ To make someone’s life hard. Bart gives Skinner a hard time.
11. ________________ To stop doing s.t. You should give up smoking.
I gave up bread. I’m on a diet.
EXERCISE 1. Fill in the blanks using the appropriate “Idiom”. Make sure the tense of the verb is correct.
1. She took all the clothes she didn’t wear anymore, and she them to the poor.
2. Hurry up! The teacher is the exams.
3. Since her father died years ago, her brother her at the wedding.
4. I told her like a million times, but she didn’t seem to what I was saying.
5. Bart is usually the teacher .
6. She said it didn’t matter, but her expression her .
7. This fish a very bad smell. Is it still O.K.?
8. The disagreements between Muslims and Jews violence in the Middle East.
9. I’m about to finish reading your book. I’ll it to you next week.
10. Your drinking problem is killing you. You should it .
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. __________________ To have the experience for s.t. He has what it takes to be the manager.
2. __________________ To consider s.t. Just take into account the effort we are making.
3. __________________ To abuse s.o. Employers take advantage of illegal workers.
4. __________________ To use an opportunity. We took advantage of the discounts at Sears.
5. __________________ To remove. They took the fallen tree away this morning.
6. __________________ To become valid. The new law will take effect next year.
7. __________________ To assume that something. Don’t take her love for granted. Be nice to her!
will happen for sure.
8. __________________ Leaving the ground (Planes). The airplane will take off at 2 o’clock.
9. __________________ To accept a responsibility. He took on the new project.
10. __________________ To participate. He has taken part in many seminars.
11. __________________ To look like somebody. The baby takes after his father.
12. __________________ Don’t worry. Relax! Take it easy! It’ll be O.K.
13. __________________ You have only one option. This is what I can pay. Take it or leave it.
EXERCISE 2. Fill in the blanks using the appropriate “Idiom”. Make sure the tense of the verb “Take” is
used properly.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXERCISE 3. You have 5 minutes to write a free composition in the space provided using as many of the
“Idioms“ we just learned as possible. Have your teacher check it, and then read it to your classmates.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
VOCABULARY EXERCISE. Read the sentences. Find the synonym or phrase in the list below that is
closest in meaning to each underlined word. Write the letter in the blank.
1. Advertisers use our emotions to encourage us to buy products. They make us feel happy or
sad, for example.
2. After seeing ads for milk, more teenagers in Australia started drinking milk. This shows how
advertisements can really influence what we buy.
3. Advertisers control our feelings by using emotional appeal that attracts our attention.
4. We all like to hear funny stories, so advertisers often use humor in their ads.
5. It wouldn’t be good to make a funny ad about a serious product. These things just don’t fit.
6. In the world of advertising, some companies specialize. Some only create ads for radio while
others only create ads for TV for example.
7. By emphasizing cheap prices many advertisements use our thriftiness to get us to buy.
8. The goal of the advertiser is to get us to focus on the product. If we don’t think about the
product when we watch the ad, it is not working.
9. Sound effects, music, and songs are different techniques that advertisers use to make their ads
interesting and easy to remember.
10. Our egos make us want to look good in front of others.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. _________________ N. Little insects that suck the blood from a dog’s skin.
2. _________________ Adj. Annoying, irritating. “Mosquitoes are very pesky.”
3. _________________ N. What you feel when you want to scratch.
4. _________________ V. Washing up a dog (Continuous).
5. _________________ Adj. Irritating or aggressive.
6. _________________ N. What goes around a dog’s neck.
7. _________________ V. To take longer than usual. “The flight was delayed.”
8. _________________ Adj. At a lower price. “It is on sale! 50% off!”
9. _________________ N. Frey, Dico, etc.
10. _________________ , - N. A fancy car. Mercedes Benz, Jaguar, Rolls Royce, etc.
11. _________________ N. Gym.
12. _________________ V. To reach good physical condition, not fat.
13. _________________ V. To wash just with water. To remove soap or shampoo.
14. _________________ N. A speech. In this case, a class.
2. INTRODUCTION TO THE TOPIC. Listen to the first part of the lecture on advertising.
2. Listen to the excerpts from the ads. What product do you think each ad is selling?
Ad 1 Product: __________________________________________.
Ad 2 Product: __________________________________________.
Ad 3 Product: __________________________________________.
3. LISTENING FOR THE MAIN IDEA. Listen to the lecture. Match each product with its corresponding
emotional appeal.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
4. LISTENING FOR DETAILS. Listen to the CD again. Circle the best answer to complete each sentence.
1. Last week the class talked about the ______ of radio advertising.
a. Effectiveness b. History c. Cost
2. Advertisers create humorous ads in order to help us ______ certain products.
a. Remember b. Ignore c. Understand
3. The Doggie’s Friend flea collar has a ______ that fleas don’t like.
a. Noise b. Smell c. Color
4. Advertisers don’t make humorous ads for ______ products.
a. Expensive b. Funny c. Serious
5. At Benton’s Furniture there is a 50 percent discount on ______.
a. Coffee tables b. Card tables c. Dining tables
6. The Benton’s Furniture advertisement uses a _____ technique to encourage us to hurry to the store.
a. Countdown b. Singing c. Musical
7. People buy luxury cars so that they can look ______.
a. Strong b. Rich c. Safe
8. Kathy ______ a grandmother.
a. Is b. Is not c. Is hoping to be
9. It takes ______ minutes to get results from “Younger You”.
a. Ten b. Seven c. Five
10. Tomorrow the professor is going to talk about ______.
a. Other appeals b. Other kinds of advertising c. The cost of advertising
5. LISTENING BETWEEN THE LINES. Before creating ads, we have to decide the target audience. We
can direct the ads to women, men, or teenagers for example. Listen again to the advertisements from
the lecture. Check the characteristics that describe the audience for each ad on the chart. You may
check more than one characteristic. Discuss your opinions with the class.
AD 1 AD 2 AD 3
Sex: Male
Female
Age: Birth-12
13-19
20-39
40-59
60 or more
Income: Poor
Below average
Average
Above average
Rich
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
6. SPEAKING TOPIC. Creating Radio Ads. Create your own radio advertisement to perform in class.
Preparation
a. Decide what product you would like to sell and what it would be used for. Give it a name.
b. Decide what emotional appeal you will use. (Humor, thriftiness, ego, fear, etc.)
c. Write the sketch for the ad. Be creative!
d. Practice for the performance. Tape-record your ad If possible.
Performance
After you perform your advertisement, the other students should answer the following questions.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
LESSON 13 ADVERTISING
10. _______________ N. Objects that help you to do a job. Hammers, pliers, etc.
13. _______________ N The objective or goal. Also to focus your attention on s.t.
14. _______________ , Adj. Not one nor the other. I don’t like coke. I don’t like
Pepsi either.
15. _______________ Abbr. of exempli gratia. Similar to “For example”.
19. _______________ , - Adj. Quite elegant, expensive, and maybe not necessary.
21. _______________ , - N. The amount of money that a worker receives as salary.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. CONVERSATION
Boss: The thing is, our new word processor needs more advertising. Exactly, the question is: What kind
of advertising? Now, I thought a lot about this, and I think we should try a television campaign.
Boss: I’m glad you agree Wilbur! What about you Linda?
Boss: Oh! I really don’t agree. Think of all of the people who are going to see it.
Linda: They might see it, but will they buy it?
Linda: I don’t know. Think about it. We are talking about a $630 dollar word processor, not a $29 dollar
Nintendo game. This is a serious business tool. We should advertise in a specialist business
press.
Probably not. You won’t find ads for laundry enough money for that kind of luxury! On the
detergent in the financial magazines either. other hand, nearly all of us buy laundry
Advertisers have to choose their medium carefully. detergent. It’s something we need, and we can
(E.g. TV, radio, magazines, newspapers, street afford. TV commercials cost lots of money, and a
advertising, etc.) specialist magazine or a serious newspaper
doesn’t sell space cheaply. Therefore, the
Millions of people see a TV commercial, but how important thing for an advertiser is to target the
many of them have enough money to buy a Ferrari? ad to the appropriate group of people effectively.
Even in wealthy communities like Aspen, When advertisers target an ad, they divide
Colorado or Newport, Rhode Island only a tiny the population into six target groups, based on
percent of the people have the cash for a Ferrari. income and interests. This is only an example:
Maybe less than 0.01% of the TV audience has
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
3. DISCUSSIONS
a) There are many media we can use for advertising. Yet, there are different programs or publications.
How many do you know? We have written some examples for you. Write some more, then indicate
the population group they are directed to according to the classification we studied in the previous
page: A, B, C1, C2, D or E. Indicate the age and the sex of the target group in the spaces provided.
b) What is the target market for these products? What is the best media to advertise them? You’re at a
very important marketing company. Make a round table with top executives and discuss it. Defend
your ideas.
4. ROLE-PLAY. Choose an item from the previous list, plan your own TV commercial and act it out in the
front. Have fun!
NOTES:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. A “Cognate” is a word that has the same form and meaning in two different
languages: “Hotel”, “Restaurant”, “Hospital”, etc. have the same appearance and meaning in both,
Spanish and English in this case. This happens because of the exchange between cultures and
languages. There are several “Borrowings”, words that a certain culture adopts directly from another
language. In Spanish, for example, we say “Cassette” (From French) or “Clutch” (From English).
However, we have to be very careful because there are many “False cognates”; that is, words that look
very much alike, but have completely different meanings in two languages! Study the following
information to avoid potential confusion:
Note: The abbreviation “V” stands for “Verb”, action; “N” stands for “Noun”, object or thing; “Adj.” for
“Adjective” or description; and “Adv” for “Adverb”, or word that modifies verbs, adjectives or other
adverbs.
BLOCK ONE
7. _____________________ N. The place where you can consult or read thousands of
books or magazines.
_____________________ N. The place where you can buy books. “Gandhi”.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
BLOCK TWO
9. ______________ Adj. Real, “The actual name of Batman is Bruce Wayne.”
______________ , Adv. Really, truly. “Well, actually he’s not a doctor…”
______________ Adj. In this time. The present governor is better that the old one.
10. ______________ Adj. Excellent, wonderful. Doc: “I have terrific news, Mrs. Jones.”
______________ Adj. Very bad. Doctor: “I have terrible news, Miss Jones.”
11. ______________ Adj. A person with enough wisdom and experience. “Let’s
consult grandpa. He is a lot more sensible than we are.”
______________ Adj. A person that is easily affected by emotions. “Women are
much more sensitive than men.”
12. ______________ N. Material with which clothes are made. “Cotton”, “Wool”, etc.
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
BLOCK THREE
________________ V. To ask for something energetically. (Having the right to do it)
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
a) Your boss asks you to prepare a speech about the company’s success
b) A company gave you very bad service. Talk to your lawyer to find a solution
c) The manager talking to the Human Resources guy about new positions at the company
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
WRITTEN EXERCISE. Fill in the blanks using the appropriate “False cognate”. Make sure the tense of the
verb is correct.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. “Idiomatic expressions” or “Idioms” are phrases or groups of words that
have a completely different meaning from that of the words they contain individually. You need to
know at least the most common ones. Study the following idioms and examples:
EXERCISE 1. Fill in the blanks using the appropriate “Idiom”. Make sure the tense of the verb is correct.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
1. ________________ To transmit a message. The speaker got his message across very well.
2. ________________ To succeed in life. She finally got a job. She’s getting ahead in life.
3. ________________ To leave. (Get out of a car) This place is dangerous. Let’s get out of here.
4. ________________ To have a good relationship. I get along with my cousins very well.
5. ________________ To escape. The criminal got away from prison.
6. ________________ To escape from a punishment. The child got away with breaking the window.
7. ________________ To take revenge. We had a noisy party last night. We finally got
even with our neighbors.
8. ________________ To speak in easy terms. Get down to children’s level so they understand.
9. ________________ To enter. (Buildings) She got in the house through the kitchen door.
10. ________________ a) To enter. (Small vehicles) Let’s get into the car. It’s cold!
b) To find a bad situation. You’ll get into trouble if you do that.
11. ________________ To enter. (Big vehicles) They got on the boat, and took a ride.
12. ________________ To leave. (From vehicles) They got off the bus, and walked to the park.
13. ________________ To finish s.t. Let’s get through with this as soon as possible.
14. ________________ To discard s.t. Get rid of that old couch. I don’t want it here
anymore.
EXERCISE 2. Fill in the blanks using the appropriate “Idiom”. Make sure the tense of the verb is correct.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXERCISE 3. You have 5 minutes to write a free composition in the space provided using as many of the
“Idiom” we just learned as possible. Have your teacher check it. Then read it for your classmates.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
Singing along is a good opportunity to practice what you have learned so far, and have lots of fun!
However, there are some important things to consider:
1. SLANG. Slang is an informal form of language and expressions that are considered unacceptable in
formal speech and writing. Slang is a form of localism in a language. Some expressions may differ from
country to country, and even more, from city to city or counties.
For example: “Gonna” instead of “Going to” …“Nothing’s gonna stop us now…”
“Wanna” instead of “Want to” …“I wanna know what love is…”
2. RHYME vs. GRAMMAR. Just as in poetry, as long as music is a form of art, sometimes composers play
with language in order to make it “Sound” good. It is not strange to hear “Mistakes” in word order,
pronunciation or even verbal forms in a song.
For example: “She’s got a ticket to ride, but she don’t care…”
3. BLENDING. This phenomenon occurs when fluency is fast enough as to hear a group of words
appearing like one single word. The blending is formed by the union of the last sound of a word with the first
sound of the following word. It is important that at the beginning you get the right number of words in a
phrase.
You can easily think that the singer says something like “Kidding”, but he actually blends the “Kid” sound
with the “In” sound.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
4. LOGICAL GRAMMAR. Sometimes it is very difficult to catch every single word in the lyrics of a song.
When this is so, no matter how many times you hear a line, you won’t get it. Sometimes the problem is that
we don’t know the vocabulary, even if you identify the sounds, you might not understand what it means.
What you have to do is deduce the meaning of the word from its context in the song and look for it in a
dictionary or ask your teacher. It can be a “Subject”, a “Verb”, an “Adjective”, etc. Just remember that every
sentence in English needs a “Subject”, and a “Verb”. This can be the verb “To be” if you are talking about
“Descriptions”, “Locations”, “Nationalities”, etc. or any other verb in present, in past, in future, etc. Keep in
mind that sometimes you need auxiliaries too. Having good grammar basis helps us reconstruct the
complete sentence even if we couldn’t catch every word individually.
STRUCTURE
DESCRIPTIONS ACTIONS
EXAMPLES:
2. Where did the Cowboys play? 5. Where were you last night?
They played in St. Luis. I was at the Opera.
3. What time did they arrive? 6. What were you doing this morning?
They arrived at 10:30. I was watching TV.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
YESTERDAY
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NORWEGIAN WOOD
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
STRUCTURE: EXAMPLES:
_______________________________________ _______________________________________
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NOTES:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
GRAMMAR REVIEW. When we’re talking about similar things like cars, movies, etc. it’s common
to use the words “Other”, “Another”, “The other”, etc. when we compare them. Study the
following information and examples to avoid confusion:
1. ANOTHER. We use “Another” when we refer to one more thing or a different one. (Singular)
EXAMPLES:
EXAMPLES:
EXAMPLES:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
4. THE OTHER / THE OTHERS. We use “The other” when we talk about the last item, or “The others”
(Without extra nouns) for the rest of the items.
EXAMPLES:
1. I bought two dogs. One is a French Poodle; the other is a Basset hound.
2. There are seven students in the group; two are men, the others are girls.
3. This one is new; the others are old.
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
Isn’t it amazing that we, humans, are the the organic waste, diapers, food leftovers, daily
greatest success of consciousness talking about garbage, jobs, cars, houses, homes, needs, fears,
biological evolution and most of us are not even anxieties, wishes, dreams, entertainment, shoes,
conscious of it? cigarettes, medicines, televisions, brushes, etc.
The list could be endless.
We are destroying our home planet so
carelessly that we are not certain if we’ll survive All the problems of human kind such as
another century. Why has man been the worst unemployment, starvation, greed, etc. regard
plague ever? Aren’t we the actual wisest this huge unique problem: over-population. Let’s
species? take for instance the Chinese; they can only have
one child. If they have another, he or she is turned
The point is that, just as any other plague, it’s over to a foster home; until they are given to
not the kind but the number that makes the parents who cannot conceive (Too bad they
difference… Do you have an idea of how many understood after surpassing the billion). One out
people there are in the whole world? What’s the of every four people on Earth is Chinese.
biggest number you can think of? A million (1’000,
000)? A billion (1,000’000,000)? Well, in the year In Japan the family income tax increases
2000, we reached the astonishing number of 6 100% at the birth of a second child. What
billion human beings! measures have other countries taken regarding
this problem? Can any of those measures be
What’s to be done? The amazing thing is not to taken in our country?
picture in our minds all those people, but all the
food that they eat, all the water that they drink, all Let’s think Mexican: How about another kid?
EXERCISE 1. Fill in the blanks with the appropriate words. (“Another”, “Other”, “Others”, “The other”, and
“The others”)
“Proverbs and sayings” are phrases or short sentences that typify common life situations. They are the
result of tradition, experience and popular wisdom. We present some of the most common ones here:
BLOCK ONE
SAYING EXPLANATION
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
a) Your grandmother wants to learn French. They tell her she can’t do it, but you encourage her
b) Your friends are a bad influence. A friend of yours tells you to stop seeing them before it’s too late
c) You had a problem with your brother long ago, but now he needs you. Talk to a friend about it
BLOCK TWO
SAYING EXPLANATION
10. _______________________________ If you want to get some thing good from people, you have to
_______________________________ treat them well too.
11. _______________________________ When people say that they will do something, they don’t.
12. _______________________________ Children look like their parents. They act like them too.
13. _______________________________ The famous “Talyon” law. It means revenge.
14. _______________________________ You’ll receive from people what you give them.
15. _______________________________ Similar people always get together.
16. _______________________________ Don’t waste time. When you’ve got something to do, do it.
17. _______________________________ Your actions are more important than your words.
18. _______________________________ “Everything” is permitted when it comes to love or war.
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
a) Somebody did something bad to you. You want revenge, but a friend tells you not to do that
b) Your son has the same bad habits as your husband. A friend tells you to be kind to him
c) You are the boss, but your people are lazy. A friend tells you that you should see your actions first
BLOCK THREE
SAYING EXPLANATION
ROLE-PLAY SITUATIONS: Improvise a conversation using as many of the new words as possible. Be
creative, act, have fun.
a) You give a present to the son of a friend, but the child didn’t like it. The father preaches to him
b) You’re the last one for class. The teacher tells you to start working at once
c) You get late to the disco, they don’t let you in, but you offer a good tip. You get in
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
EXERCISE. You have 5 minutes to write a free composition in the space provided using as many the
“Sayings” we just learned as possible. Have your teacher check it. Then read it for your classmates.
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NOTES:
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LEVEL EIGHT STUDENT’S BOOK Proactive English System ®
64