Do you know?Do you know?

The proper force of words lies not in the The proper force of words lies not in the words themselves, but in their applicatiwords themselves, but in their application. on.

--William Hazoitt--William Hazoitt

Lesson FourLesson Four

AdvertisingAdvertising

Tips on giving good Tips on giving good talks:the persuasive talks:the persuasive presentation (P95)presentation (P95) A persuasive presentation uses reasoning or A persuasive presentation uses reasoning or

emotional appeals to convince the listener to do or emotional appeals to convince the listener to do or to believe something.to believe something.

1.1. Emotional appeals are often the most powerful and Emotional appeals are often the most powerful and the most frequently used.the most frequently used.

2.2. Logical appeals encourage us to make a Logical appeals encourage us to make a knowledgeable, rational choice by presenting knowledgeable, rational choice by presenting concrete data instead of merely emotional concrete data instead of merely emotional propaganda.propaganda.

Role-play(salesman)Role-play(salesman)

Advertise the following products:Advertise the following products:

1) Describe the products (the 1) Describe the products (the properties, functions, strong points, properties, functions, strong points, etc.)etc.)

2) Promise there will be good after-2) Promise there will be good after-sale services.sale services.

Discussion about Discussion about advertisementadvertisement

Divide the class into several groups Divide the class into several groups numbering 4 to 6 students each .First, numbering 4 to 6 students each .First, each group has a discussion about the each group has a discussion about the questions below; then representatives questions below; then representatives present the ideas in front of the whole present the ideas in front of the whole class.class.

1. What are the usual tricks 1. What are the usual tricks advertisers use to win over advertisers use to win over

customers?customers? Associations (beauty, health etc.)Associations (beauty, health etc.) Repeated recommendationsRepeated recommendations Celebrity usersCelebrity users Seeing is believing (the camera Seeing is believing (the camera

never lies)never lies)

2. Are ads beneficial or 2. Are ads beneficial or misleading? Why?misleading? Why?

Ads are welcome:Ads are welcome:

1) Advertising pushes more 1) Advertising pushes more commodities before us. commodities before us.

2) Thanks to ads, we have inexpensive 2) Thanks to ads, we have inexpensive newspapers to read, TV programs to newspapers to read, TV programs to watch and cyber information to obtain watch and cyber information to obtain for free.for free.

3) Ads are being included as a new 3) Ads are being included as a new form of popular art.form of popular art.

Ads are annoyingAds are annoying

1) We are always interrupted and 1) We are always interrupted and distracted by ads while watching distracted by ads while watching TV .TV .

2) Ads are misleading sometimes.2) Ads are misleading sometimes. 3)Ads can be cheating. 3)Ads can be cheating.