PUBLICITY GOOD AND BAD

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PUBLICITY GOOD AND BAD Elementary Level Grammar: Wh question words Functional Vocabulary: Toning down information Pronunciation: th f s Cultural Awareness: Colours

1 PUBLICITY GOOD AND BAD Elementary Level Grammar: Wh question words Functional Vocabulary: Toning down information Pronunciation: th f s Cultural Awareness: Colours Business Words: Diversification Listening: Benetton s History Reading: Benetton s Publicity Speaking Practice: Retire or Keep Working 1

2 INTRODUCTION: discuss these questions: What do you know about Benetton? What makes it a global brand? Vocabulary: What do these words mean? You will hear them in the listening exercise. founded - died - colourful - sweaters - sister - brother - success - approximately LISTENING 1: Listen to a spokesman and answer these questions. 1. W here is Benetton based? 2. W ho founded the company? 3. W hy did he start the company? 4. W hen did he start the company? 5. W hat was Benetton's situation in 2013? PRONUNCIATION: S - F - TH EXERCISE: Say these sentences to practice /f/ / / / / and /s/ 1. Fat fingers are no good for sewing. 2. Sugar is sweet but so is syrup and thick sticky fudge. 3. Thelma and Theo have found the file on fashion. 4. Three sellers are thinking about Ruth's clothes selection. 2

SPEAKING PRACTICE: Ask your partner, what is your family name? Why are you studying English? When is your birthday? Who is your favourite person? How many people are in your family?

3 SPEAKING PRACTICE: Ask your partner, what is your family name? Why are you studying English? When is your birthday? Who is your favourite person? How many people are in your family? GRAMMAR PRACTICE: Question Words These words are used to start open questions. W hat is used to ask about a thing. e.g. What is your name? What colour is the sweater? W hy is used to ask about a reason. e.g. Why is Benetton a success? Why are you here? W hen is used to ask about time. e.g. When is the meeting? When did the new designs arrive? W here is used to ask about a location. e.g. Where is the office? Where do you live? W ho is used to ask about a person. e.g. Who is the manager? Who works in that office? How is used to ask about a situation, quantity, frequency, size. e.g. How many people work here? (countable) How much water is in the cup? (non-countable) N ote: money is uncountable e.g. how much money do you have? EXERCISE 1: Complete the following sentences with a question word 1. many orders do we have? 2. is the manager of this department? 3. does the presentation begin? 4. time is it? 5. much does the coat cost? 6. does Susan live? 7. do you work at the weekends? EXERCISE 2: Put these words into the correct order to form questions: e.g. work do finish you when? When do you finish work? 1. document the is where? 2. in noise that is what street the? 3. is who team boss the of sales the? 4. Monday every do why arrive you work morning for late? 5. we much how to do petrol need car fill the? 6. are how there employees on many training programme the? 3

DISCUSS : What do you think is a good advert for a business like Benetton? READIN G EXERCISE: Read the text and put the correct question word in the gap. 1.

The campaigns started in the1980s and continued until 2000. 3. O liviero Toscani created the campaigns?

4 DISCUSS : What do you think is a good advert for a business like Benetton? READIN G EXERCISE: Read the text and put the correct question word in the gap. 1. did Benetton create international publicity? Benetton created controversial advertising campaigns to give the company a lot of publicity. 2. did Benetton do this? The campaigns started in the1980s and continued until O liviero Toscani created the campaigns? Benetton used the photographer Oliviero Toscani to create the subject and style of the publicity. 4. did the advertisements focus on? At first the advertisements focused on multicultural themes, with one advert showing a group of children from different races wearing bright Benetton colours. 5. were the advertisements controversial? Benetton showed an AIDS victim who was dying, and a boat full with refugees. 6. did Luciano Benetton say about the advertising campaign? "It is honest communication, Luciano Benetton said. We show the truth, and in this world there is sickness, war and death not only rich, beautiful, blond people." 7. do other people think about the advertising? Other people say that this type of advertising is only about publicity for Benetton, and not honest communication. Speaking Practice: Form 2 groups: G roup 1: Defend the Benetton advertising campaign. G roup 2: Attack the advertising campaign. Ask the other group questions using the wh question words 4

FUNCTIONAL VOCABULARY: Toning Down the Message This is used when you want to make information less direct. Minimising: just, only, a bit and a little It s only / just a small problem.

5 FUNCTIONAL VOCABULARY: Toning Down the Message This is used when you want to make information less direct. Minimising: just, only, a bit and a little It s only / just a small problem. Can you work a bit / a little longer? Possibility: maybe, perhaps Perhaps / maybe we can produce more coats Expressing partial agreement: In a way, in part In a way I think you are right I agree with you in part EXERCISE: Tone down these sentences 1. I am sure you are wrong 2. I don t agree with all that you say 3. There is a problem with the accounts 4. Today is too hot to wear a coat 5. Some of what you said is not true ROLE-PLAY: In pairs discuss this situation taking turns to use the language of toning-down: Problems with a customer Customer: The coat you bought from Benetton has a quality problem. You are angry and want your money back but you do not have the receipt (sales ticket). Speak to the Shop manager, but try to be calm. Shop Manager: The customer is upset with the coat. Use all your diplomatic skill to keep the situation calm. Explain that you cannot give a refund without a receipt, but you can offer an alternative. Ask questions using the wh words, tone down the language, and find an acceptable solution. 5

BASIC COLOUR CHART CULTURAL AWARENESS: Cultural Colours In the UK, colours can symbolise different things. For example, Red is passion and danger. White is innocence. Green is a symbol of ecology.

6 BASIC COLOUR CHART CULTURAL AWARENESS: Cultural Colours In the UK, colours can symbolise different things. For example, Red is passion and danger. White is innocence. Green is a symbol of ecology. Blue is for business. SPEAKING PRACTICE With your partner, ask what colours they prefer and why? Choose two colours and discuss their meaning. Present your ideas to the class. 6

What is the first thing that helped to make Benetton a success? 2. What is the second thing? 3. What is the third thing? 4. What is the fourth thing? Luciano Benetton But not everything is good.

7 BUSINESS WORDS: Diversification EXERCISE: Match these words (1-7) with their meaning (a-f). Note: You will hear them in the listening exercise. 1. Brand a. controversial 2. Provocative b. promotions 3. Campaigns c. company identity 4. Adapt d. sell different products and services 5. Diversify e. increase 6. Expand f. change LISTENING 2: Listen and answer these questions. 1. What is the first thing that helped to make Benetton a success? 2. What is the second thing? 3. What is the third thing? 4. What is the fourth thing? Luciano Benetton But not everything is good. For the past 5 years Benetton has lost money. Luciano Benetton, 83, one of the founders of Benetton, returned to the company in 2018 to help it recover. He said, "in 2008, when I left the company it was worth 155 million, and now I find it with a loss of 81 million. It is very painful for me. SPEAKING PRACTICE: Retirement With your partner, discuss your retirement. What do you want to do? 7

8 Benetton, elementary level - listening 1 Where is Benetton based? Benetton Group is based in Treviso, Italy. Who founded the company? Luciano Benetton founded the company. AUDIO 1 Benetton Elementary Why did he start the company? The Benetton's were a poor family and when their father died Luciano finished school at the age of 14 and got a job in a clothes shop to support his family. His sister, Giuliana, also helped by designing colourful sweaters and Luciano sold the sweaters in the market. When did he start the company? Luciano started the company in 1955 with his sister Giuliana and their two brothers. What happened in the beginning? Benetton was a success and opened shops in different cities in Italy, Europe and the world. What was Benetton situation in 2013? The company has over 6,500 shops in120 countries, and in 2013 the Benetton Group's profit were approximately $890 million. AUDIO 2 Benetton Elementary Listening 2 What things helped Benetton to become a global fashion brand? Number one, it produced colourful clothing. This was popular in post-war Europe. Number two, Benetton used new manufacturing techniques. It invested in its production. Number three, it became famous for its controversial publicity campaigns. Its advertising and marketing is provocative. Number four Benetton has diversified its business. Benetton bought Autogrill, an Italian motorway restaurant business, and Autostrade, the company that operates the motorways in Italy. It has invested in energy companies, railway stations, hotels, airports, and Telecom Italia. For Benetton, diversification of its business is very important for its success. 8

9 LESSON PLAN Benetton Elementary Key objective to practise Business English fluency INTRODUCTION: Start by asking students what they know about Benetton. Teacher (T) Students (SS) 5 mins LISTENING 1: Make sure the students understand the vocabulary. Next tell students they are going to hear a spokesman talking about Benetton s origins. They need to answer the questions at the end. Play the listening and ask students the questions. (T) (SS) 10 mins PRONUNCIATION: Write down the words Three Free on the board and ask the students to pronounce them. Go through the exercise and ask students to pronounce the words. Teacher (T) Students (SS) 5 mins GRAMMAR: Write down when is London? In England. And ask the students if it is correct. Go through the rules on Question Words and do the two exercises that follow. Ask students to read the questions and answers out loud. (S) (T) 10 mins READING: Ask students if Benetton Ads have been negative for the company?. Go through reading and ask students to read out loud, fill the gaps with the correct word. Then do the speaking practice that follows. (S) (T) 10 mins FUNCTIONAL VOCABULARY: Ways of Toning Down the Message. Write The report is terrible, change it. Ask students if they know of how to tone it down. Elicit answers. Go through the examples and do the role-play exercise that follows. (S) (T) 10 mins ROLE PLAY: Split students into groups and get them to read their role cards and prepare to discuss the situation. Make sure they practice the grammar and vocabulary learnt in the lesson and to try and use the case study material in their argument. (SS) (SS) 10 mins CULTURAL AWARENESS - COLOURS: Ask students to discuss the significances of colours in their culture. (SS) (SS) 10 mins BUSINESS WORDS - DIVERSIFICATION: Ask students to match the words with their meaning. Tell them they will hear some of the words in the listening exercise. (SS) (SS) 10 mins LISTENING 2: Ask the question, has the Benetton diversified? Tell students they are going to hear the 2 nd part of the listening. Play the listening and students answer the questions (SS) (T) 10 mins SPEAKING PRACTICE: In pairs, students discuss what they want to do in retirement. Make sure they practice the grammar and vocabulary learnt in the lesson and to try and use the case study material in their argument. (SS) (SS) 10 mins 9

10 EXERCISE ANSWERS LISTENING 1: 1. Benetton Group is based in Treviso, Italy. 2. Luciano Benetton founded the company. 3. The Benetton's were a poor family and when their father died Luciano finished school at the age of 14 and got a job in a clothes shop to support his family. His sister, Giuliana, also helped by designing colourful sweaters and Luciano sold the sweaters in the market. 4. Luciano started the company in 1955 with his sister Giuliani and their two brothers. 5. The company has over 6,500 shops in over 120 countries, and in 2013 the Benetton Group profit were approximately $890 million. GRAMMAR: Exercise 1: 1. How many orders do we have? 2. Who is the manager of this department? 3. When does the presentation begin? 4. What time is it? 5. How much does the coat cost? 6. Where does Susan live? 7. Why do you work at the weekends? GRAMMAR: Exercise 2: 1. Where is the document? 2. What is that noise in the street? 3. Who is the boss of the sales team? 4. Why do you arrive late for work every Monday morning? 5. How much petrol do we need to fill the car? 6. How many employees are there on the training programme? READING EXERCISE: 1. How 2. When 3. Who 4. What 5. Why 6. What 7. What FUNCTIONAL VOCABULARY EXERCISE: (different options are possible) 1. Maybe / perhaps you are wrong 2. In a way I agree with some of what you say 3. There is a small / a bit of a problem with the accounts 4. Today is a little / a bit hot to wear a coat 5. I agree with you in part 10

11 BUSINESS WORDS: DIVERSIFICATION 1.Brand a. company identity 2.Provocative b. controversial 3.Campaigns c. promotions 4.Adapt d. change 5.Diversify e. sell different products and services 6.Expand f. increase LISTENING 2: 1. Number one, it produced colourful clothing. This was popular in post-war Europe 2. Number two, Benetton used new manufacturing techniques. It invested in its production. 3. Number three, it became famous for its controversial publicity campaigns. Its advertising and marketing is provocative. 4. Number four Benetton has diversified its business. Benetton bought Autogrill, an Italian motorway restaurant business, and Autostrade, the company that operates the motorways in Italy. Help us to improve the quality. If you notice any mistakes in this module please report the error to: 11

BUSINESS ENGLISH MATERIALS.com

BUSINESS ENGLISH MATERIALS.com BENETTON http://www.businessenglishmaterials.com/benetton.html CONTENTS 2. Listening/Reading script 12. Project 3. Warm-ups 13. Role play 1 4. Gap fill 14. Role play 2 5.