Academic Writing

IELTS focus: Marketing & Advertising

Welcome back 

Lesson Objectives

• Read a review on a documentary about the 20 th century history of marketing and advertising
• Understand and use new vocabulary words on the topic of Marketing & Advertising
• Start to think critically about the purpose and role of marketing and advertising in society

Before buying a product, what INFO would you Hope a commercial or ad on that product would share with you?

Watch the following commercial.  What do you think it is advertising?

• https:// www.youtube.com/watch?v=3t6bLugtJkQ
• (stop at 1:05)

What words would you use to describe this product? Do you feel that you know any of the info from the brainstormed list about this car company? Why do you think Chevy took this approach in their commercial? Do you want a Chevy now?

What makes an advertisement effective?

Today, we will read a review of the BBC’s documentary ‘Century of the Self’

• Watch the following trailers/intro to the documentary:
• Intro - https://www.youtube.com/watch?v=x_YLy6yZeaw
• Trailer - https://www.youtube.com/watch?v=uIYj-LnsZl4 to 1:05
• What do you think the documentary is about? Key ideas?
• Why do you think it was titled ‘Century of the Self?’

Today, we will read a review of the BBC’s documentary ‘Century of the Self’

• Made in 2002 by the BBC’s Adam Curtis, the documentary uses archival footage to paint a picture of how Freud’s views on the unconscious mind were utilized (first by his nephew, Edward Bernays) to guide and/or benefit marketing & political campaigns of the 20 th century to now.

Step 1: Read the review

When you come across new words, refer to your vocab card.

Step 2: Let’s visualize the big idea.

What did most ads do or look like in the earlier part of/before the 20 th century?

Ads went from primarily being meant to inform the public and encourage rational thought through data and facts (of course some still do)…

To what? Then how did ads evolve? How did their purpose shift?

… to often manipulating us and selling us products and services based on our innermost desires or fears, impulses, need to self express and/or unconscious selves.

Step 3: Read the new words & definitions aloud

Got any questions? Pronunciation issues? Ask now or never!

Step 4: Let’s chat about the review using the new words

Try your best to give clear answers using the new words!

Read the first two paragraphs of the review.  Ask a partner (and use the new vocab in answers as well):

• Who is the father of psychoanalysis that came up with the idea of the unconscious mind, which in turn set the stage for corporations and politicians to use this idea in marketing campaigns?
• What ideas/feelings might this documentary encapsulate? (from what you understand so far)
• How were hippies , with their unkempt hair, assimilated into mainstream fashion and society?
• In your opinion , is it futile for alternative groups like punks to try and resist the effects of mass marketing and not assimilate into mainstream society?

Read paragraphs 3 & 4 of the review.  Switch which partner asks (and use the new vocab in answers as well):

• Give examples of some niche products, that started being marketed to wider target audiences and broader consumer bases .
• How might a commercial market to someone’s self image and emotional aspirations about the need to own a brand new Mercedes Benz SUV?
• Can you think of a commercial that you find articularly ham-handed? Can you think of a truly novel advertisement?
• In your opinion , do you feel a particular brand loyalty to any products? Is it a rational loyalty?

Read paragraphs 5 & 6 of the review.  Switch who asks again (and use the new vocab in answers as well):

• Give examples of some popular ads that are running on TV or Youtube now.
• What new products or international brands, stores etc. have been launched in Kazkahstan recently?
• In your opinion , has Kazakhstan become a consumer society ? Why or why not? Support your answer.

Read paragraphs 7-9 of the review.  Switch who asks again (and use the new vocab in answers as well):

• Give examples of commercials or ads that you know that try to manipulate our thoughts by appealing to our primitive impulses (fears, desires, basic needs etc.) (like, do you know a commercial that tries to SCARE you into something?)
• What is the downside (look at the end of paragraph 7) to politicians being led by the wants and desires of focus groups?
• Have you ever watched another documentary that utilized archival footage to support its message?

And now for a quick speaking practice…

Pt. 2 IELTS

Take 1 minute to brainstorm and take notes on the following question. FOCUS  use AT LEAST 2 new words in your answer.

Describe an advertisement you like.

• You should say:
• what type of advertisement it is
• what product it advertises
• where you first saw it

And explain why you think this advertisement is effective.

Take turns answering this question with a partner. As you listen to your partner, note what new words they use!

Describe an advertisement you like.

• You should say:
• what type of advertisement it is
• what product it advertises
• where you first saw it

And explain why you think this advertisement is effective.

1.) Give your partner some feedback on if they answered the full question. 2.) Tell them what words they used (or didn’t use!) 3.) Discuss if the vocab was used correctly or if any other words could have been used.

Describe an advertisement you like.

• You should say:
• what type of advertisement it is
• what product it advertises
• where you first saw it

And explain why you think this advertisement is effective .

According to the New York times, ‘ Neuromarketing ’ is the latest advance in marketing research - where neuroscience techniques analyze people’s actual brain responses to products and ads.  Imagine this were part 5 in ‘century of the self’… Could this be a positive or negative development for society?

A final thought.

Please….

• Review the vocabulary words….they will help you next week with in-class writing. 
• Think about or watch some popular Kazakhstani ads…this will help you for next lesson. 

Further reading or watching:

• https:// www.nytimes.com/2010/11/14/business/14stream.html Neuromarketing article
• https:// www.youtube.com/watch?v=eJ3RzGoQC4s Century of the Self – Full Documentary
• https://www.theatlantic.com/business/archive/2011/10/thinking-vs-feeling-the-psychology-of-advertising/247466/ Thinking VS Feeling: The Psychology of Advertising (from The Atlantic)