6 Brand new. Topic focus. Vocabulary focus. exclusive. common cutting-edge. cheap classic. affordable. generic. low-cost old-fashioned

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1 6 Brand Ams new Workng wth summares Sgnas that manage nformaton Workng wth unfamar vocabuary Usng marketng vocabuary Topc focus Dscuss these questons n pars. 1 In your country, whch brands have a postve mage? Whch ones have a negatve mage? Descrbe what some of those mages are. 2 How do brands affect what you buy? Do you pay attenton to brands when you buy cothes? Food? Computer products? Musc? 3 What do you thnk your brand mage s? If you coud rebrand yoursef, what woud you change? Vocabuary focus 1 These adjectves can a be used to descrbe brands. Work n pars and compete the tabe beow, accordng to whether each adjectve has a postve or a negatve connotaton for you. How many other adjectves can you add? affordabe cheap cassc common cuttng-edge excusve stae trendy overrated ow-cost od-fashoned generc postve negatve 62

2 2 3.1 Wrte down the 12 marketng terms you hear. 3 Use ten of the 12 terms you wrote n Exercse 2 to compete these sentences. Don t change the form of the word. Where a sentence has two gaps, the same term s used n both gaps. 1 If we want to se more of our frozen yoghurt drnk, we need to convnce to buy more of t. 2 Harvard s s the Latn word Vertas. My unversty s s the Latn phrase Cans pensum meum comedt. 3 Roger, ths s the thrd month n a row you haven t reached your target. If you don t se at east 25 nsurance poces next month, we re gong to have to et you go. 4 pacement s when a company gets a fm or teevson programme to use ts n a scene. 5 A good marketng s run wth mtary-ke precson. 6 We thnk that the of ths new mrror w be seven years. 7 We don t need a because we have a monopoy. 8 We need to consder our chan of restaurants because the number-one assocaton peope make wth our name s heath-code voaton. 9 When we have a tght deadne, no one s more focused and no one works harder than Say, despte the fact that she projects ths of just beng nterested n havng a good tme. 10 We have decded to our new computer game next autumn, n tme for Chrstmas. Gong further In Exercse 3, you dd not use two of the terms from Exercse 2. Can you use them to come up wth two sentences of your own? Practse your stenng Lsten to a conversaton about rebrandng and compete these sentences wth up to two words n each gap. 1 The webste for the rat campagn s 2 On the webste, you can buy merchandse such as, thongs, and cookes. 3 The EU motto Unty n dversty was wrtten by. 4 The justfcaton for untng Europe used to be avodng another, but that reason s no onger reevant. 5 There are dfferent reasons for decdng to rebrand, ncudng wth the past, mergers and acqustons, and sgnang a new drecton. 6 Before decdng to rebrand, companes need to remember that the od brand. 2 Whch of these s not a key dea rased n the conversaton n Exercse 1? 1 How rebrandng works 2 Why organzatons rebrand 3 Rebrandng after a merger 4 The effectveness of rebrandng 63

3 3 3.2 Sx of the sentences n ths summary contan ncorrect nformaton. Lsten to the conversaton agan, then work n pars to dentfy and correct the sx sentences. Rebrandng occurs for a number of reasons. One fundamenta reason s that the past s not the present, and the needs of the brand s consumers may have changed, or the brand may be seen as od-fashoned. Another reason s gobazaton. A famous exampe of ths s what happened wth Marathon and Snckers chocoate bars. Both brands represented the same bar, but n the nterests of goba advertsng, the parent company decded to rebrand Snckers as Marathon. Other reasons for rebrandng are combatng negatve connotatons, mergers and acqustons, and sgnang a new drecton. Rebrandng can mean anythng from changng the brand s ogo to changng the brand s name. Brtsh Amercan Tobacco, for exampe, changed ts name to Atra because t dd not want to be connected wth tobacco any more. In the case of the European Unon, a decson to rebrand was taken n 1993, because t was cear that European ctzens dd not reate to the dea of preventng a new Word War II. Unfortunatey, the new motto Unty n dversty was decared unconsttutona. Another case of rebrandng s the case of the common rat. A few years ago, a campagn was aunched to rebrand the common rat The Great Ponted Archer. A webste whch even sod merchandse was set up, and advertsements were produced. It was dscovered that an advertsng agency had set up the campagn as a hoax. Before rebrandng, t s mportant to remember that the od brand no onger has vaue. The rebrandng has to ncrease vaue, or t w not be successfu. The nformaton n the summary s not n the same order as the nformaton n the stenng. When you summarze, don t ncude your opnons and observatons (they usuay come after the summary) repackage the nformaton to sut your stye. 4 Look at these four canddates for rebrandng. Workng n sma groups, choose one and prepare a bref ora presentaton that expans a) what ts current brand mage s, and b) how you thnk t shoud be rebranded. (Shoud t get a new name? A new motto or sogan? A new advertsng campagn?) Don t forget to ncude reasons for your choces. professona footba the Unted Natons the nucear power ndustry spnach It s brocco, dear. I say t s spnach, and I say No way!. 64

4 Language focus Sgnas that manage nformaton Speakers often have to convey a ot of nformaton, partcuary when they are speakng n a more structured stuaton. Durng taks, ectures and presentatons, for exampe, they use sgnas to ndcate what the context of the nformaton s. A ot of popuar foods have been rebranded. For exampe, the Chean sea bass used to be known as the somewhat ess appetzng Patagonan toothfsh. I never pay attenton to brands. In fact, amost everythng I buy s generc. 1 In each secton of ths tabe, there s one word or phrase that does not beong. Can you dentfy t? 1 Gvng exampes 5 Focusng or specfyng the For exampe, nformaton For what t s worth, Specfcay, For nstance, Or rather In partcuar, 2 Expandng on an dea 6 Remndng the audence of earer If I coud draw your attenton to nformaton In fact, As for Besdes, As we ve aready seen, As I was sayng, 3 Rephrasng the nformaton 7 Referrng to nformaton that s not In other words, new or surprsng to the audence That s, After a, By the way, Whereas It goes wthout sayng that 4 Generazng 8 Emphaszng mportant nformaton On the whoe, What s nterestng s After a, And ths s reay the key In genera, To cut a ong story short, Gong further Add one other word or phrase to each category n Exercse 1. Informaton management s a fundamenta part of usng anguage, but not a nformaton s equa. Some s new nformaton (ether new to the person you are speakng to, or new n the context of your conversaton); some s od (t s aready been mentoned or t s aready known); some s what we reay want to tak about; some s reay just background nformaton. In Engsh sentences, the subject tends to be what you want to tak about (the topc) and t tends to be od nformaton. In fact, one of the reasons the passve s used n Engsh s so the topc of the sentence can be managed a tte easer. Speakers use a wde range of sgnas to show how one bt of nformaton reates to the others Lsten to fve bref excerpts. Whch of the sgnas from Exercse 1 dd you hear? Be carefu: Excerpt 5 contans two sgnas Lsten to these seven excerpts and dentfy whch sgna each speaker uses. Be carefu: you won t fnd a of these sgnas n Exercse 1. Exampe: 1 especay 65

5 Lsten agan, then work n pars to pace each of the sgnas n the correct category n Exercse 1. Exampe: 1 especay (category 5) Lsten to Margaret Lee, a marketng expert, gvng a tak about brands and compete these extracts wth the sgnas she uses. 1 Brands are the way that companes have of dentfyng ther products n the marketpace. 2 and t focused on the connectons between brands and gobazaton., I shoud say that t focused on the negatve nfuence of bg brands 3 Ant-brand books, the cassc The Hdden Persuaders, have been around snce the 1950s. 4 n an advertsement of any sensory stmu not desgned to be perceved conscousy., submna advertsng s addng words or mages that are targeted at your subconscous 5 Hstorcay, the concept of a brand as we mean t whch,, s the concept of an dentfcaton for your partcuar product n the mass market 6 dstrbuton networks greaty expanded, as a resut of steam shps and raroads, and,, the spread of ndustrazaton broke the one-on-one reatonshps 6 Add the sgnas you heard n Exercse 5 to the tabe n Exercse Margaret uses other sgnas n her tak. Lsten agan and dentfy the sgnas she uses to 1 show somethng s mportant 2 return to a prevous topc 3 move on to a new topc 4 show that what foows s the answer to a queston. Remember that sgnas are a dynamc part of anguage. That means that there are a number of varatons, and the sgnas can change fary rapdy. Don t be surprsed f you hear somethng sghty dfferent. 66

6 Lstenng for producton Workng wth summares Summares are a good way to mprove your stenng comprehenson and practse your note-takng sks. Summares requre you to dentfy key deas and recognze detas, whch s why teachers (and examners) ke to use them wth hgh-eve students. A good summary: 1 ceary dentfes the topc 2 ceary dentfes key deas 3 contans a few mportant or nterestng detas 4 reports what you heard, not what you thnk about t 5 s not a dctaton; you shoud use your own words as much as possbe 6 s bref. A common stenng actvty asks you to compete a summary of what you have heard. Before you sten, you shoud: ook at the gaps so you know what knd of nformaton to sten for note whch key deas the summary uses for organzaton, so you have a good dea of context. Remember that the nformaton n the summary may not be n the order you heard t. Whe you sten, you shoud: take notes rather than try to answer the questons drecty. After you sten, you shoud: ook carefuy at the structure of the sentences before you f n the gaps. Qute often the sentence structure n the summary w be dfferent from what you heard. You mght need to change the word form (from verb to noun, for exampe) or make a passve verb actve, etc Lsten agan to Margaret Lee s tak and work n pars to dentfy the topc and key deas. 2 Look at ths summary of Margaret s tak. Can you fnd your topc and key deas? How s the summary organzed? (Ignore the gaps for now.) Brands have one very mportant functon: they aow companes 1 ther products. The concept of brands dates back to the 2, when the spread of 3 broke the drect reatonshps wth producers and merchants that consumers had enjoyed. These days, the concept of brands does not enjoy a postve mage. No Logo, whch was pubshed n 4, hghghted the reatonshp between bg brands and 5, and focused on the negatve nfuence bg brands have. But No Logo was not the frst ant-brand book. Pubshed n the 1950s, 6 ntroduced many peope to the concept of submna advertsng. In submna advertsng, advertsers ncude n the advertsement sensory stmu, generay 7 or 8, that are not supposed to be perceved by your conscousness Lsten agan and compete the summary. 67

7 Lstenng for meanng Unfamar vocabuary When stenng to natve speakers, t s unkey that you w know every word and phrase they use. As ong as you have a good command of the most common Engsh words and phrases, you w probaby understand the genera meanng of what they are sayng. But f you want to understand a the detas, you w need to use some strateges for workng wth unfamar vocabuary. One mportant strategy s notcng how the words are formed. Does the speaker use prefxes that gve you some dea of what the words mean? For nstance, ook at ths excerpt from Track 3.15: submna advertsng s addng words or mages that are targeted at your subconscous, and not your conscous. You may not be famar wth the word subconscous, but f you are famar wth the prefx sub and know that t means beow, you can generate a good dea of what your subconscous s. Another mportant strategy s payng attenton to the other words and phrases that are beng used wth the unfamar tem. In Track 3.2, for exampe, you hear The webste offered merchandse, ncudng T-shrts, thongs, mouse pads and cookes. You may not be famar wth the word merchandse, but the fact that the merchandse ncudes thngs ke T-shrts, thongs, etc., and that these thngs were beng offered by a webste, can gve you the dea that merchandse s stuff that s for sae. You can sometmes use these two strateges together. You may notce, for exampe, that merchandse s smar to the more famar word merchant. And you may notce that submna and subconscous share the sub prefx and seem to refer to smar thngs. Remember, you don t have to defne the word or phrase precsey. You smpy have to have some dea of what t means. 1 The words n tacs feature n audo tracks from ths unt. Choose the most approprate answer (a, b, c or d) for each queston. (If necessary, use the audo transcrpts on pages to see the fu context.) Track We, accordng to the webste, the am was to ncrease the empathy peope fee for and I quote the much-magned rat. If peope are magnng you, they are a tryng to repace you. b outawng you. c sayng bad thngs about you. d organzng an advertsng campagn aganst you. 2 In fact, they ran a prnt ad that had a drawng of a tte gr cuddng a puppy. Whch of the foowng s the best exampe of cuddng? a a husband and wfe hodng each other n front of a fre b a young boy payng catch wth a ba c a cat chasng ts ta d a bear puttng ts arms around a tree 3 and qute a few peope n the advertsng word are convnced that t was a hoax desgned to hghght some ad agency. In ths context, a hoax s most key to be a a type of advertsement that rees on anmas. b a way to target peope submnay. c somethng that s desgned to deceve peope. d an ega marketng method. 68

8 4 that the oder saes ptch of preventng any more Word War IIs just ddn t resonate any more. What does the phrase saes ptch mean? a the presentaton saes peope use to get you to buy somethng b the proof that you get that you have purchased somethng c the compettve advantage enjoyed by goods or a servce d the nforma term used to descrbe the terms of a treaty or contract Track but n the US, unverstes have qute a bt of attude n decdng what ther requrements for a degree are What s the best substtute for the word attude? a ongtude b success c nterest d fexbty Track The word motto comes from Itaan, and t was orgnay a pedge. If you make a pedge to gve money to a charty, you a request assstance because you don t have money. b make a promse to gve money. c offer to consder donatng some money. d aow somebody to borrow your money. Track But No Logo wasn t the frst book to take brands to task. What do you do f you take someone to task? a wrte a book about them b work for them c crtcze them d fee sorry for them 8 peope went through advertsements wth a fne-tooth comb, tryng to spot the submna messages. What do you do f you go through somethng wth a fne-tooth comb? a ook at somethng very carefuy b check that there s nothng ega c make sure that everythng s neat d spt hars about the meanng of somethng 2 Here are four more excerpts from the audo transcrpts. Work n pars to expan what the expressons n tacs mean. 1 But no one ever admtted to t, and they went to great engths to make t seem egtmate (Track 3.2) 2 There are so many dfferent ways to rebrand [ ] that t s reay hard to gve a banket answer. (Track 3.2) 3 We, pzza and I go way back together. (Track 3.11) 4 The word brand has become a bt of a drty word n recent years (Track 3.15) Gong further Whch of the words and phrases from Exercses 1 and 2 woud you ke to add to your productve vocabuary? Choose three of them and wrte your own sentence for each one. Then make sure you use each of them n a sentence (ether wrtten or spoken) every day for a week. See, too, f you can fnd them beng used on the Internet. After one week, do you fee more confdent when you use them? 69

9 Unt extenson Lsten to the contnuaton of Margaret Lee s tak and answer these questons. 1 What pont does Margaret make about shop owners n the bg ctes of the USA and the UK? 2 What does she use Shaker s soup as an exampe of? 3 How many advertsements s t estmated that peope see each day? 4 What term does Margaret prefer to advertsements? 5 What pont s she makng when she compares Shaker s soup to Bohnen, My Te and the other canned-soup brands on the market? 6 What dd researchers start to ook at after Word War II? 7 Why does Margaret menton Bow-a-Soup? 8 Accordng to her, why are brands st mportant? 2aWhat three or four deas do you thnk are key deas n the tak n Exercse 1? Wrte them out n compete sentences. b Compare your choces wth a partner s. Do you st agree wth your choces? 3 Look at these two possbe organzatons for a summary of the tak. Whch one s coser to your deas from Exercse 2? Whch one better represents the tak? A Brands bg advantages Brands bg dsadvantages Brands and gobazaton Margaret Lee s optmsm B Why brands deveoped Probems faced by brands A new drecton for brands Margaret Lee s optmsm 4 A good summary ncudes both key deas and a sma number of mportant and/or nterestng detas. Look back at your answers to the questons n Exercse 1 and your sentences from Exercse 2. Can you fnd one or two detas to ustrate each key dea? 5 Work wth a partner to wrte a bref summary of Margaret Lee s tak n Tracks 3.15 and Remember that summares are bref. A good rue of thumb s to keep your summary to no more than one-thrd the ength of the orgna source. Together, Tracks 3.15 and 3.16 are 992 words ong, so try to keep your summary to around 300 words. 70