English Unlimited HAK/HUM 4/5, Schulbuch mit Audio-CD und CD-ROM (mit Handelskorrespondenz)

109 It’s all about advertising 09 LANGUAGE SKILLS EXPLORE EXTRAS Listen to someone talking about the video. 1 Why was it so successful? 3 Look at the features of a good viral ad mentioned in 2 How is it different from a conventional advert? the article. Which (if any) of them apply to this video? The speaker uses these words. What does he say? Imagine you are telling someone about the clip. Describe what happens and why it became ‘viral’. Use the words in 16c. Look at the quote. How do you think it applies to the viral video you heard about? Talk together. Do you agree with the quote? b TCD  3/03 c d a SPEAKiNg 17 b “The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had.” Eric Schmidt, CEO of Google Advertising language often makes use of multi-word expressions to cram as much information as possible into a limited space. Look at these sentences. What parts of speech are the highlighted expressions? How else could you express the same idea? 1 Against this too-good-to-be-true backdrop, though, is the reality: viral marketing only works when the user is in control. 2 B&O are famous for developing state-of-the-art hi-fi systems. What do the highlighted expressions mean? 1 Book our seven-day cruise for a once-in-a-lifetime experience! 2 Who needs professionals with our do-it-yourself stores and how-to classes? 3 Make your life easier with ready-to-eat meals from Deli! 4 Our service team have a can-do attitude to their job and are prepared to work long hours. 5 Our mobile phone was voted this year’s must-have gadget for teenagers. 6 Our kitchens feature award-winning design combined with cutting-edge technology. Work in pairs. Choose one of the pictures (or think of a different product) and prepare a sales talk.   Choose your target audience (e.g. young people, couples planning to get married, young professionals, city dwellers, elderly people).   Think of ‘brand images’ and slogans.   Highlight your product’s main selling points. Deliver your sales talk in front of the class. Try to talk for about 3–5 minutes. The following expressions may be useful. a LANguAgE FOCuS 18 Multi-word expressions b a SPEAKiNg 19 b Selling a product Today I am going to present … Let me introduce / give you some background information on …/ draw your attention to … Our special offer includes …/Our venue / product features … and benefits include … What makes us different is … This product / It … comes with …/… is available in … Once you have tried it, you will …/ From my own experience, I can say … We are prepared to give you …/ For special customers like you … You will only be charged …/ For just £ … you will have the exclusive use of … A B planned  fizzes  geyser  firework display globally  user-generated  eruption videos hype  lethal  publicity Nur zu Prüfzwecken – Eigentum des Verlags öbv