Unit5 v1.0022101210

UNIT 5: THE SECRETS OF ADVERTISING
Nguyen Thanh Huyen, M.A.

School of Foreign Languages
Hanoi University of Science and Technology
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WARMING UP
Discuss the following questions with your partner.

1. Have you seen any advertising yesterday or today? Where?
❑ television ❑ in newspapers ❑ on public transportation
❑ flyers ❑ in store displays ❑ on clothes
❑ in text messages ❑ in emails ❑ on websites
2. Which of these advertisements did you pay attention to? Why?
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OBJECTIVES
After this lesson, students will be able to:

• Reinforce and expand vocabulary knowledge on prefixes in-, im-, un- and word families;
• Understand and practice the skill of scanning for proper nouns and making references.
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OVERVIEW
5.1 Vocabulary focus
5.2 Skill focus
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5.1. VOCABULARY FOCUS
5.1.1. Prefixes in-, im-, un- 5.1.2. Word families
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5.1.1. PREFIXES IN-, IM-, UN-
• The prefixes in-, im-, un- mean not, so adding them to a word makes it negative.
• These can come at the beginning of a verb, adjective or adverb.
E.g.
Believable → Unbelievable
Complete → Incomplete
Polite → Impolite
• Use im- before the words beginning with p or m.
E.g.
Mature → Immature
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5.1.1. PREFIXES IN-, IM-, UN- (cont.)
Practice 1: Write in-, im-, or un- next to the words in the box to make them negative.
a. ___possible b. ___patient c. ___concerned d. ___secure
e. ___aware f. ___certain g. ___correct h. ___identified
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Answers
a. impossible b. impatient c. unconcerned d. insecure
e. unaware f. uncertain g. incorrect h. unidentified
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Practice 2: Write the letters of words from practice A next to the correct definition.
Definition
1. ___________ Not seeing or knowing something
2. ___________ Not confident about yourself
3. ___________ Not sure about something
4. ___________ Annoyed because you have to wait
5. ___________ Not worried or not interested
6. ___________ Wrong or untrue
7. ___________ Not recognized
8. ___________ Cannot happen or cannot be done
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Answers
Definition
1. Unaware Not seeing or knowing something
2. Insecure Not confident about yourself
3. Uncertain Not sure about something
4. Impatient Annoyed because you have to wait
5. Unconcerned Not worried or not interested
6. Incorrect Wrong or untrue
7. Unidentified Not recognized
8. Impossible Cannot happen or cannot be done
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Practice 3: Use the prefixes in- and un- to complete the article below. Leave the space blank if the word
doesn't need a prefix.
Dressing Down in the Office
It's "Casual Friday" in the office, and you're wearing a pair of jeans and sweater. This (1) ___formal style of dress
in the workplace would not be considered (2) ___appropriate in today's business world. In fact, psychologists say
that "dressing down" (as opposed to "dressing up") helps people be creative and (3) ___relaxed.
(4) ___fortunately, many companies are doing away with "Casual aware of what exactly Fridays." This is
because most employees are (5) ___aware of what exactly "business casual" is, and come to work looking
(6) ___tidy, dressed more for the beach than for the office. As a rule, avoid wearing slippers and shorts, and try
to wear nice pants and shirts with collars. If you're (7) ___sure about your employer’s rules, just ask!
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Answers
Dressing Down in the Office
It's "Casual Friday" in the office, and you're wearing a pair of jeans and sweater. This (1) informal style of dress
in the workplace would not be considered (2) inappropriate in today's business world. In fact, psychologists say
that "dressing down" (as opposed to "dressing up") helps people be creative and (3) 0 relaxed.
(4) Unfortunately, many companies are doing away with "Casual aware of what exactly Fridays." This is
because most employees are (5) unaware of what exactly "business casual" is, and come to work looking
(6) untidy, dressed more for the beach than for the office. As a rule, avoid wearing slippers and shorts, and try
to wear nice pants and shirts with collars. If you're (7) unsure about your employer’s rules, just ask!
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5.1.2. WORD FAMILIES
• Word families are groups of words that have a common feature or pattern.
• They have some of the same combinations of letters in them and a similar sound. For example, at, cat, hat,
and fat are a family of words with the "at" sound and letter combination in common.
• Since a word can have a slightly different meaning in a different form, leaning word families can help you
expand your vocabulary.
• E.g: decide (v), decision (n), decisive (adj), indecisive (adj), decisively (adv), indecisively (adv)
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5.1.2. WORD FAMILIES (cont.)
Practice 4: Complete the chart with correct noun, verb and adjective forms.
Verb Adjective Noun

1. Offend Offending/ offensive Offense
2. ___________ Favored/ favorite ___________
3. ___________ ___________ Experience
4. ___________ Imaginative ___________
5. Scare ___________ ___________
6. Concern ___________ ___________
7. ___________ Suggestive ___________
8. Support ___________ ___________
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Answers
Verb Adjective Noun

1. Offend Offending/ offensive Offense
2. Favor Favored/ favorite Favor/ favorite
3. Experience Experienced Experience
4. Imagine Imaginative Imagination
5. Scare Scary/ scared Scare
6. Concern Concerned/ concerning Concern
7. Suggest Suggestive Suggestion
8. Support Supportive/ supported Support
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Practice 5: Complete these advertisements with the correct word from the practice 4.
Shy? Lacking confidence? If the idea of speaking in public (1) __________ you, our program will change your
life. With (2) __________ coaches who will (3) __________ you every step of the way, you'll soon overcome
your fear.
Here's a(n) (4) __________ for people who (5) __________ the finer things in life – why not for our tailor-made
luxury holidays? Sleep in a 5-star tent in Kenya. Swim in marble pools in Morocco. Go on a food tour of Tokyo.
The only limit is your (6) __________.
If bad breath is your (7) __________, chew on our new Minty Bits. Try the freshest sweets in town, guaranteed
to get rid of (8) __________ smells!
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Answers
Shy? Lacking confidence? If the idea of speaking in public (1) scares/ concerns you, our program will change
your life. With (2) experienced/ supportive coaches who will (3) support you every step of the way, you'll
soon overcome your fear.
Here's a(n) (4) suggestion/ experience for people who (5) favor the finer things in life – why not for our tailor-
made luxury holidays? Sleep in a 5-star tent in Kenya. Swim in marble pools in Morocco. Go on a food tour of
Tokyo. The only limit is your (6) imagination.
If bad breath is your (7) concern/ offense, chew on our new Minty Bits. Try the freshest sweets in town,
guaranteed to get rid of (8) offensive/ offending smells!
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5.2. SKILL FOCUS
5.2.1. Scanning for proper nouns 5.2.2. Making inferences
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5.2.1. SCANNING FOR PROPER NOUNS
• One way to quickly recognize what a reading passage is about is by first scanning for proper nouns.
• Proper nouns are specific names of people, places and things.
• They are easy to find because they start with capital letters.
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5.2.1. SCANNING FOR PROPER NOUNS (cont.)
Practice 6: Scan the passage for proper nouns. Write the proper nouns you find in each paragraph.
Then choose the correct option. Each paragraph is provided in the next slide.
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Practice 6.1: Scan the paragraph 2 for proper nouns. Write the proper nouns you find in the paragraph.
Then choose the correct option.
Take a look: your clothes may have a brand name or logo on them. Many designer brands like Gucci and Louis
Vuitton display their logo prominently on their clothes and bags. Branding is also very important for big sports
companies and professional sports teams. For example, Nike has spent hundreds of millions of dollars creating
and promoting their recognizable "swoosh" logo.
Paragraph 2: ____________________________________________
This paragraph is probably about (clothing/ exercise).
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Answers
Paragraph 2: Gucci, Louis Vuitton, Nike

This paragraph is probably about (clothing/ exercise).
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Your favorite forms of entertainment are also filled with ads. Companies actively seek to sponsor concerts TV
shows: for example, the Coca-Cola Company sponsored American Idol, one of the most popular shows on
American television, since its first season. Similarly, many sports tournaments would be impossible to hold if
not for money given by sponsors, who want their ads clearly visible in stadiums. In movies, you'll see
characters driving a particular brand of car, or eating a popular snack, because companies pay for their
products to be there. In the James Bond film Casino Royale, car manufacturer Ford paid about $22 million for
James Bond to drive one of its cars – for only three minutes!
Paragraph 3: ____________________________________________
This paragraph is probably about (drinks people buy/ entertainment).
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Answers
Paragraph 3: Coca-Cola, American Idol, James Bond, Casino Royale Ford

This paragraph is probably about (drinks people buy/ entertainment).
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Companies have starting using the Internet to reach a wider audience. For example, brand websites can be
accessed by anyone, anywhere. Advertisers are using social networking sites like Facebook to post videos
and entertaining stories that feature the company's products. Their goal is for people to share these posts with
their friends, and eventually reach millions of people. The energy drink company Red Bull has been very
successful in creating online content that viewers respond to. By sponsoring and making short films focused
on extreme sports like skateboarding and surfing, Red Bull has attracted more than hundreds of millions of
views on its YouTube channel.
Paragraph 5: ____________________________________________
This paragraph is probably about (the Internet/ animals).
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Answers
Paragraph 5: Facebook, Red Bull, Youtube

This paragraph is probably about (the Internet/ animals).
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Practice 7: Read the passage carefully and choose the correct answers for the following questions.
The passage is provided in the next slide.
1. The passage mentions clothing in paragraph 2 because
a. consumers pay extra for clothing with logos.
b. clothing can be a way to advertise a product.
c. advertising on t-shirts does not work.
2. Which best describes what the writer means by "engagement"?
a. A company puts an advertisement in the newspaper.
b. A company pays a famous actor to appear in a television commercial.
c. Company organizes and funds local sporting events.
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3. According to the passage, what is the main problem advertisers face today?
a. Advertising costs too much money.
b. People do not notice advertisements anymore.
c. People do not read newspapers or watch TV anymore.
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Practice 7.1: Read the paragraph 2 carefully and choose the correct answers for question 1.
Paragraph 2

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Answer
Paragraph 2

Explanation: Entire paragraph 2.
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Practice 7.2: Read the paragraph 4 carefully and choose the correct answers for questions 2 and 3.
Paragraph 4
The problem for advertisers is that people have learned to ignore traditional advertising, such as TV ads and
billboards. Advertisers must find new ways to get the public to notice them – and continue noticing them. The
key word now is "engagement": companies are trying to create deeper, more interactive experiences, which
could be anything from contests to parties to charity runs, and link the experience with the brand.
2. Which best describes what the writer means 3. According to the passage, what is the main
by "engagement"? problem advertisers face today?
a. A company puts an advertisement in the newspaper. a. Advertising costs too much money.
b. A company pays a famous actor to appear in a b. People do not notice advertisements anymore.
television commercial. c. People do not read newspapers or watch TV anymore.
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Answers
2. Which best describes what the writer means by "engagement"?
a. A company puts an advertisement in the newspaper.
b. A company pays a famous actor to appear in a television commercial.
Explanation: Advertisers must find new ways to get the public to notice them – and continue noticing them.
The key word now is "engagement": companies are trying to create deeper, more interactive experiences
3. According to the passage, what is the main problem advertisers face today?
a. Advertising costs too much money.
b. People do not notice advertisements anymore.
c. People do not read newspapers or watch TV anymore.
Explanation: The problem for advertisers is that people have learned to ignore traditional advertising.
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Practice 8: Choose the correct answers to complete the following sentences. The passage is provided
in the next slide.
1. Advertisers have (fewer/ more) ways to reach consumers now.
2. In modern advertising, we (know/ don't know) when we're being sold to.
3. Branding involves companies creating (memorable logos/ better products).
4. (Ford/ The movie studio) paid to have a specific car used in a James Bond movie.
5. Companies use social network sites like Facebook so that people can (share information about the brand/
buy their product directly).
6. Red Bull sponsors short films about (energy drinks/ skateboarding).
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Reading text 1
Ads are everywhere
Would you believe that the average person sees nearly 3,000 ads every day? That seems unbelievable, but
advertising has become so common that ads are virtually everywhere we look. Furthermore, most
advertisements today don't seem like advertising. Newspapers and television are no longer the only way for
companies to reach their target audience. Today, advertisers are far more subtle in their selling.
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Reading text 1 (cont.)

The problem for advertisers is that people have learned to ignore traditional advertising, such as TV ads and
billboards. Advertisers must find new ways to get the public to notice them – and continue noticing them. The
key word now is "engagement": companies are trying to create deeper, more interactive experiences, which
could be anything from contests to parties to charity runs, and link the experience with the brand.
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Advertisers are finding new and different ways to grab our attention. As a results, ads are getting more
creative. Instead of telling us what is so special about a product, advertisers are making products part of
our lives.
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Answers
1. Advertisers have (fewer/ more) ways to reach consumers now.
Explanation: Advertisers are finding new and different ways to grab our attention. As a results, ads are
getting more creative
2. In modern advertising, we (know/ don't know) when we're being sold to.
Explanation: 1st paragraph, Today, advertisers are far more subtle in their selling.
3. Branding involves companies creating (memorable logos/ better products).
Explanation: 2nd paragraph, display their logo prominently on their clothes and bags.
4. (Ford/ The movie studio) paid to have a specific car used in a James Bond movie.
Explanation: 3rd paragraph, Ford paid about $22 million for James Bond to drive one of its cars.
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5. Companies use social network sites like Facebook so that people can (share information about the brand/
buy their product directly).
Explanation: 5th paragraph, Their goal is for people to share these posts with their friends, and eventually
reach millions of people. .
6. Red Bull sponsors short films about (energy drinks/ skateboarding).
Explanation: 5th paragraph, by sponsoring and making short films focused on extreme sports like
skateboarding and surfing, Red Bull has attracted.
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5.2.2. MAKING INFERENCES
Information in a reading passage is not always stated directly. Sometimes readers has to infer (make guesses
about) events or writer’s opinion, using the information that is available in the reading and their background
knowledge related to the topic.
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5.2.2. MAKING INFERENCES (cont.)
Practice 9: Skim the first paragraph of the passage. Make inferences to answer the following questions.
Paragraph 1
Take a walk down the street and count the number of advertisements you see. With so many brands and
companies competing for your attention, advertisers have to work harder than ever. One popular method of
engaging consumers is by holding competitions where consumers come up with their own commercials or
slogans. Theses have proven to be successful, and do increase the number of people who come into contact
with the brand. But allowing strangers to be active in a brand's identity can lead to great problems. Here are
two cases of advertising gone wrong.
1. What do you think the main topic of the passage is?
a. Advertisements that no one liked.
b. Famous commercials slogans.
c. Advertisements that caused problems.
2. The two examples in the passage were mostly (positive/ negative) experiences for the companies.
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Answers
1. What do you think the main topic of the passage is?
a. Advertisements that no one liked.
b. Famous commercials slogans.
c. Advertisements that caused problems.
Explanation: But allowing strangers to be active in a brand's identity can lead to great problems
2. The two examples in the passage were mostly (positive/ negative) experiences for the companies.
Explanation: Here are two cases of advertising gone wrong.
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Practice 10: Skim the remaining paragraphs. Make inferences to answer the following questions. The
passage is provided in the next slide.
1. American Apparel was (happy/ unhappy) about Nancy Upton winning the contest.
2. People felt bigger women were treated (well/ badly) by the fashion industry.
3. Some people did not like the Chevrolet Tahoe because of its (price/ size).
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Reading text 2
Brand Engagement Gone Wrong
Not a Model Spokesperson When fashion brand American Apparel introduced its new range of plus-sized1
clothing, the company held a contest to find new models. In the contest, women could submit photos of
themselves that showed off how nice the company's clothes look on larger women. But when company
advertised that it was looking for "the next BIG thing," some women were offended because they thought the
company was being disrespectful to women. An American actress called Nancy Upton decided to enter the
contest to show the world how insensitive she thought American Apparel was.
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Nancy took photos of herself in poses that made fun of the contest. She wore American Apparel clothes and
copied the style of their ads, but also ate fattening food, like burgers, in the photos. The photos became an
Internet hit and she won the popular vote. While American Apparel did not recognize Nancy as the winner, her
photos started a big discussion about how bigger women were treated in fashion, and Nancy became hero
to many.
Crashing the Commercial Car manufacturer Chevrolet thought they had a good idea: organize a contest
where people could create their own commercials for Chevrolet's newest and biggest vehicle, the Tahoe. The
company supplied video and sound clips, and people could use computers to mix them and add their own text.
The contest accomplished its goal of promoting the Tahoe, as more than 30,000 videos were made.
While many entries focused on the best features of the truck, a few were less flattering, they pointed out that
the Tahoe was bad for the environment and that owning a big vehicle can sometimes lead to unsafe driving.
Unfortunately, the negative videos spread fast, and Chevy got as much bad publicity as it did good publicity.
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Answers
1. American Apparel was (happy/ unhappy) about Nancy Upton winning the contest.
Explanation: 3rd paragraph, American Apparel did not recognize Nancy as the winner.
2. People felt bigger women were treated (well/ badly) by the fashion industry.
Explanation: 2rd paragraph, when company advertised that it was looking for "the next BIG thing," some
women were offended because they thought the company was being disrespectful to women.
3. Some people did not like the Chevrolet Tahoe because of its (price/ size).
Explanation: 5th paragraph, owning a big vehicle can sometimes lead to unsafe driving.
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Practice 11: Read the entire passage carefully. Decide this sentence True (T) or False (F).
True/ False
1. Companies usually avoid holding contests.
2. A company cannot control who enters a contest, but they can control who wins.
3. Nancy Upton did not enter the contest because she thought it was offensive to women.
4. The few negative videos of the Tahoe were watched by many people.
5. The contests were unsuccessful because they were not popular enough.
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Practice 12: Which contest does each of the following sentences describe? Check (A) American
Apparel (A) or Chevrolet (C).
A/ C
1. Consumers thought the brand was hurting people's feelings.
2. The contest earned the company both positive and negative publicity.
3. People entered the contest because they did not approve of the product.
4. The contest involved people sending photos of themselves using the product.
5. Consumers could vote for the winner.
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Reading text 2
Brand Engagement Gone Wrong
Take a walk down the street and count the number of advertisements you see. With so many brands and
companies competing for your attention, advertisers have to work harder than ever. One popular method of
engaging consumers is by holding competitions where consumers come up with their own commercials or
slogans. Theses have proven to be successful, and do increase the number of people who come into contact
with the brand. But allowing strangers to be active in a brand's identity can lead to great problems. Here are
two cases of advertising gone wrong.
Not a Model Spokesperson
When fashion brand American Apparel introduced its new range of plus-sized1 clothing, the company held a
contest to find new models. In the contest, women could submit photos of themselves that showed off how
nice the company's clothes look on larger women. But when company advertised that it was looking for "the
next BIG thing," some women were offended because they thought the company was being disrespectful to
women. An American actress called Nancy Upton decided to enter the contest to show the world how
insensitive she thought American Apparel was.
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Nancy took photos of herself in poses that made fun of the contest. She wore American Apparel clothes and
copied the style of their ads, but also ate fattening food, like burgers, in the photos. The photos became an
Internet hit and she won the popular vote. While American Apparel did not recognize Nancy as the winner, her
photos started a big discussion about how bigger women were treated in fashion, and Nancy became hero
to many.
Crashing the Commercial
Car manufacturer Chevrolet thought they had a good idea: organize a contest where people could create their
own commercials for Chevrolet's newest and biggest vehicle, the Tahoe. The company supplied video and
sound clips, and people could use computers to mix them and add their own text. The contest accomplished its
goal of promoting the Tahoe, as more than 30,000 videos were made.
While many entries focused on the best features of the truck, a few were less flattering, they pointed out that
the Tahoe was bad for the environment and that owning a big vehicle can sometimes lead to unsafe driving.
Unfortunately, the negative videos spread fast, and Chevy got as much bad publicity as it did good publicity.
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Answers (Practice 11)
True/
Explanation
False
1. Companies usually avoid holding contests. F 1st paragraph, they often hold contests.
2. A company cannot control who enters a 3rd paragraph, American Apparel did not
T
contest, but they can control who wins. recognize Nancy as the winner.
3. Nancy Upton did not enter the contest 2nd paragraph, she entered… how insensitive
F
because she thought it was offensive to women. she thought American Apparel was.
4. The few negative videos of the Tahoe were 5th paragraph, a few were less flattering, the
T
watched by many people. negative videos spread fast.
5. The contests were unsuccessful because 3rd, 4th paragraph, became an Internet hit,
F
they were not popular enough. accomplished its goal.
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Answers (Practice 12)
A/ C Explanation
1. Consumers thought the brand was
A 2nd paragraph, some women were offended.
hurting people's feelings.
2. The contest earned the company both
A, C Entire passage.
positive and negative publicity.
3. People entered the contest because 2nd and last paragraph, show the world how
A, C
they did not approve of the product. insensitive she though, bad for the environment.
4. The contest involved people sending 2nd paragraph, submit photos of themselves that
A
photos of themselves using the product. showed off how nice the company's clothes.
5. Consumers could vote for the winner. A 3rd paragraph, she won the popular vote.
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SUMMARY
• The prefixes in-, un-, im- are often added to a word to make it negative. The prefix im- often comes at the
beginning of a word starting with p or m.
• To learn a new word in English, it is helpful to learn other words in the same family that form the different
parts of speech (Eg: suggest, suggestion, suggestive).
• Using the information mentioned in the reading and background knowledge related to the topic to
make inferences.
• To quickly recognize what a reading passage is about, we can look at some proper nouns. Proper nouns are
specific names of people, places or things. They are easy to find because they start with capital letters.
v1.0022101210 52

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UNIT 5: THE SECRETS OF ADVERTISING

Nguyen Thanh Huyen, M.A.

Discuss the following questions with your partner.

After this lesson, students will be able to:

5.1 Vocabulary focus

5.2 Skill focus

5.1.1. Prefixes in-, im-, un- 5.1.2. Word families

a. ___possible b. ___patient c. ___concerned d. ___secure

e. ___aware f. ___certain g. ___correct h. ___identified

a. impossible b. impatient c. unconcerned d. insecure

e. unaware f. uncertain g. incorrect h. unidentified

Verb Adjective Noun

Verb Adjective Noun

5.2.1. Scanning for proper nouns 5.2.2. Making inferences

Paragraph 2: Gucci, Louis Vuitton, Nike

Paragraph 3: Coca-Cola, American Idol, James Bond, Casino Royale Ford

Paragraph 5: Facebook, Red Bull, Youtube

1. The passage mentions clothing in paragraph 2 because

1. The passage mentions clothing in paragraph 2 because

Reading text 1 (cont.)

Reading text 1 (cont.)

Reading text 2 (cont.)

1. Companies usually avoid holding contests.

1. Consumers thought the brand was hurting people's feelings.

5. Consumers could vote for the winner.

Reading text 2 (cont.)

Answers (Practice 11)

Answers (Practice 12)

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a. _possible b. _patient c. _concerned d. _secure

e. _aware f. _certain g. _correct h. _identified