UNIT 12

ADVERTISING
 WRITING A PARAGRAPH

A paragraph is a unit of writing in a larger body of work.

A paragraph expresses a particular topic or theme. The purpose
of a paragraph is to express a speaker’s thoughts on a particular
point.
Process of writing paragraph:
1.Topic sentence
2. Supporting sentence
3. Concluding sentence
 
 Topic sentence
The topic sentence is the first sentence of the body paragraph.
The topic sentence introduces the topic of the paragraph
Supporting sentence
The supporting sentences of a paragraph are the sentences
between the topic sentence and the concluding sentence. The
supporting sentence explains and elaborates the point of the
paragraph (topic sentence)
Concluding sentence
The concluding sentence is the last sentence in the paragraph. It
should end the paragraph and transition to the next paragraph, if
appropriate
 
Do you think this is a good idea, teenagers have jobs while
they are still student?
It is a good idea for teenagers to have jobs while they are
students because they can learn about responsibility and learn
about the value of money. As an employee, you must follow a
weekly schedule. This means, you have to come to work on time.
If you are scheduled to begin work at 8 a.m on a Saturday
morning, you have to there at 8 a.m. Another benefit to teenagers
working is that they will learn the value of money. Often students
get money from their parents, but they do not realize how hard
their parents work for that money. When student work, they begin
to appreciate how difficult it can be to make money. To conclude,
it is a valuable experience for teenager to have jobs. These
experiences will help them grow into adulthood and benefit them
throughout their live.
 
A small town versus a big city
I grew up in a small town and then moved to a big city.
Therefore, I have experienced the good and bad sides of both. I
love the excitement of big cities. Small towns have a slow pace.
Large cities mean you have to adapt to a variety of situations,
like finding a new route to work or trying a new restaurant. I
enjoy that challenge very much. Another aspect of the excitement
of city living is the variety of cultural activities available. There
is wide assortment of theatres, music and dance performance
available in big cities. These things are rare in small towns. Of
course, security is a concern, and that’s one area where small
towns are superior to big cities. Still, I would rather be a bit more
cautious and live in a large city than to feel secure but bored in a
small town
 
 CONJUNCTION

although/even though/despite/in spite of

therefore
so on the other hand
when moreover
during besides
since but
because otherwise
while unless
if when
however until
READING (ADVERTISING)
 
Read the article By Andrew Edgecliffe-Johnson
and choose the best headline.

a. Honda predict record sales as advert breaks new ground

b. Honda skydivers push limits of TV adverts
c. Viewers tune out of normal TV advertising Honda responds
 
 In a new definition of a publicity stunt, Channel 4 and
Honda have turned to a team of skydivers to tackle the problem
of viewers turning out of traditional television advertising.
On Thursday night, the broadcaster was due to devote an
entire 3 minute 20 second break in the middle of Come Down
With Me, its dinner party program, to a live skydiving jump in
which 19 stuntmen spelt out the carmaker’s brand name.
Described as the first live advertisement in modern times, the
campaign is the latest attempt by advertisers and broadcasters to
find alternatives to the 30-second spot.
The development of digital video recorders such as Sky+
and Tivo, which allow ads to be skipped, has forced advertising
agencies and channels’ sales teams to collaborate on more
innovative attempts to keep the viewer’s attention.
 “We wanted to create something unmissable,” said Andy
Barnes, the broadcaster’s Sales Director. “This concept breaks
the boundaries of TV advertising,” he added, highlighting a
Channel 4 campaign called” innovating the break”.
The campaign follows initiatives such as LG’s “Scarlet’
campaign, in which the television manufacture ran
advertisements appearing to travel a glamorous new television
show, which turned out to be a promotion for the design features
of its’ hot new series’ of screens.
Thursday night’s live advertisement, while designed to
demonstrate the power of television advertising, was backed up
by a complex multimedia and public-relations campaign.
 The campaign’s developers-including Channel 4 in-house
creative team, Wieden + Kennedy, Starcom, Collective and
Hicklin Slade & Partners- spent more than a month pushing the
Honda slogan of ‘difficult is worth doing’ before Thursday
night’s slot.

Read the article again and answer the questions.

1. Why did Honda need a new publicity stunt with skydivers?
2. Why was the Honda advert unique?
3. Why are Sky + and Tivo a problem for advertisers?
4. What happened in the Honda advert?
5. What happened in LG’s ‘Scarlet’ campaign?
6. What did the Honda campaign’s developers do?
7. What different types of advertising did Honda use?
 VOCABULARY
Exercise 1
 
Find all the word pairs in the text using the words advertisement
or advertising.
1. ………………………………………
2. ……………………………………..
3. ………………………………………
4. ……………………………………….
Exercise 2
Match the words in bold in the word pairs (1-5) to their
meaning (a-e).
1. Publicity stunt
2. Design features
3. Honda slogan
4. Poster campaign
5. Press coverage
a. newspapers and magazines
b. a short phrase that is easy to remember
c. a series of actions intended to get a particular result
d. an important, interesting or typical part of something
e. something done to get people’s attention
Exercise 3
Complete the text with some of the word pairs from Exercises
1 and 2
  Nothing will get your product noticed faster than a well –
through out and well- performed …...... (1). First, you need to
plan a …....... (2). You could start with some …………... (3) on
radio or TV and design some large adverts for a ………… (4).
You need to highlight all the key …… (5). Alert the local media
and get good …… (6). Tip off the local radio or TV station that
something is going to happen. When it comes to the actual
publicity stunt, ensure that all……… (7) or logos are visible.
And if you have the money, why not try a ………… (8) on TV?
Finally, try to get some free ………. (9) and hopefully end up on
You Tube.
 STRUCTURE
Parallel Structure
Parallel Structure with coordinate conjunctions or, but, and
 Same structure and Same structure
or
but
Examples
1. I like to sing and to dance (infinitives)
2. I like singing and dancing (gerunds)
3. She is not a teacher but a lawyer (noun persons)
4. My boss is sincere and nice (adjectives)
5. The papers are on my desk or in the drawer (prepositional
phrases)
6. He eats and sleeps only when he takes a vacation (verbs)
7. They are not interested in what you say or
what you do (clauses)
Exercise 1
Complete the sentences using parallel structure with
coordinate conjunction correctly.
1. She held jobs as a typist, a housekeeper, and……….
2. The report you are looking for could be in the file or …………
3. She works very hard but …………………
4. I’m here because…………… and because ……
5. I wrote the letter but ……………...
6. He likes singing and……………
Parallel structure with paired conjunctions
(both…….and…….), (neither………….nor……..),
(either……… or………), (not only……..but also………)
 
Examples
1. I want both this book and that one.
2. Either Mark or Sue has the book.
3. The tickets are neither in my pocket nor in my purse.
4. He is not only an excellent student but also an outstanding
athlete.
Exercise 2
Complete the sentences using parallel structure correctly.
 
1. She wants not only …….……………………
2. She would like neither………………………
3.You can take either……………………………
4. I like both……………………………………
5. Neither…………… nor………………
 LANGUAGE FUNCTION

Saying ‘no’ politely

•It’s very kind/nice of you but………………………
•I’m very sorry, but…………………………….
 
Apologizing
•I must apologize…………………….
•I’m terribly sorry, but……………………….
 
Showing sympathy
•I quite understand………………….
•I know how you feel……………………...
 
Ending a conversation
•Sorry, I really must be off………………………
•Please excuse me, I really have to leave………………
 
Raising a problem
•Could I have a quick word with you?
•I need to talk to you about something.
 DIALOGUE
 
Dialogue 1
Woman: Excuse me. I bought this watch last week and now
it’s stopped. Can you replace it for me?
Shop Assistant: I’m terribly sorry, madam. I have to get the
manager. Would you mind waiting here for a moment?
Woman: Look! This came from your shop and it’s not
working. I want a refund.
Shop Assistant: Wait a moment. I have to find the
manager.
Dialogue 2
A: Well, to succeed in the future, children will need lots of
imagination. They’ll need to read a lot.
B: I agree, but they’ll also need a lot of money, because
things will get more and more expensive.
C: Mm… and also languages. They’ll need to speak more
than one language.
B: Yes, you’re right, that’ll be really important.
D: I also think children will need to know a lot about
computers.
C: Yes, and to enjoy their hobbies as well, because they’ll
live longer and have a lot of free time.
B: And to enjoy all that free time, they’ll need to be fit.
D: Yeah, and they’ll need to tackle to the problem of
pollution. The world’s getting more polluted all the time.