For this unit Refers to Student’s Book pages Writing headlines

89
PhotocoPiable
Cambridge English for the Media   Cambridge University Press 2009     
www.cambridge.org/elt/englishforthemedia
UNIT 7 Advertising Teacher’s Notes

---

    d 
Students work in pairs to complete the table and then feed back to the class. 
Point out that there may be more than one example for each language device.
 Answers
2  repetition / 2/5
3  emphatic language / 3
4  word play / 7
5  personal pronouns / 1
6  rhyme / 4/6
7  metaphor / 8
8  comparisons / 2
    e 
Students discuss the questions in pairs and then check their ideas on page 108. 
Discuss any surprises with the class.
 Answers
Top 20 adjectives and verbs in advertising
Adjectives
Verbs
Adjectives
Verbs
  1  new
  2  good/better/best
  3  free
  4  fresh
  5  delicious
  6  full
  7  sure
  8  clear
  9  wonderful
 10  special
make
get
give
have
see
buy
come
go
know
keep
11  crisp
12  fine
13  big
14  great
15  real
16  easy
17  bright
18  extra
19  safe
20  rich
look
need
love
use
feel
like
choose
take
start
taste
Extension activity: advert techniques
Students look again at authentic adverts to decide if they use the techniques from 
Exercises 4c, 4d and 4e. 
    f 
Students work individually to complete the slogans.
 Answers
2  Get (comparison, rhyme)
3  good, better (comparison)
4  new, new, new (alliteration / repetition)
5  best (comparison)
6  Take (personal pronouns) 
7  big (personal pronouns)
    g 
Students discuss the question in pairs.
    h 
Students work in groups to create their print ads. When they are finished, put 
the ads on a wall display, or post them on a class website.
Extension activity: simulation part 2
Students check whether their billboards can be improved using the language 
techniques from this section. They then plan and produce print ads for their 
advertising agencies. The ads should make full use of the language techniques 
from this section.
90
PhotocoPiable
Cambridge English for the Media   Cambridge University Press 2009     
www.cambridge.org/elt/englishforthemedia
UNIT 7 Advertising Teacher’s Notes

---

Creating a screen advert
     
Before you begin … 
If you have the facilities to connect to the internet in your classroom, find some 
authentic screen adverts in English, for example search 
www.youtube.com
 for 
advert/ad/commercial + 
the name of a well-known brand. Discuss with the class 
which adverts are funniest / cleverest / most effective. Focus not only on their 
entertainment value, but also on their ability to persuade viewers, i.e. you and 
your students, to buy the advertised product. Try to analyse the adverts with the 
class in terms of techniques used, especially language techniques.
  5  a 
Students discuss the questions in pairs and then feed back to the class.
    b 
Students listen to the meeting to make notes and then compare their ideas in 
pairs.  
 7.3
 page 98
 Answers
2  The main message that Mr McEwans, brand manager of 
The
 
Daily Sunshine
, 
wants to convey to his readers
3  The other important message that Mr McEwans wants to convey
4  A tree common in Madagascar, suggested as a symbol to represent freedom of 
speech and the sharing of ideas
5  Continent where baobabs can be found
6  Composer of the 
New World Symphony, 
the suggested soundtrack for the ad
    c 
Students discuss the meaning of the slogan in pairs and then feed back to the 
class.
 Answers
The slogan uses wordplay: 
lies
 has a double meaning (
telling lies
 and 
lying 
in the 
sun). The advert wants to stress the honesty and independence of the newspaper.
Extension activity: voice-over
Write the text of the voice-over on the board.
Choice of the American people – The Daily Sunshine – voted paper of the year, 
2008. A new dawn for journalism. Let The Daily Sunshine shed some light on your 
world. 
Ask the class what language techniques it uses.
 Suggested answers
Omission of words
It was voted paper of the year.
Wordplay / imagery
The idioms 
a new dawn
 = a new beginning, a fresh start and 
to shed light on
 
something = to provide information, to reveal the truth, are both connected with 
the image of sunshine.
    d 
Students listen again and complete the extracts. 
 7.3
 page 98
 Answers
1  have you got 
6  apart from
2  thoughts on 
7  go for it
3  about 
8  pursue
4  been done before 
9  don’t we
5  come up with 
10  fantastic
91
PhotocoPiable
Cambridge English for the Media   Cambridge University Press 2009     
www.cambridge.org/elt/englishforthemedia
UNIT 7 Advertising Teacher’s Notes

---

    e 
Students work individually to complete the table and then check their answers in 
pairs.
 Answers
Inviting people to express their ideas
What have you got?
Any thoughts on ... ?
What have you come up with?
Proposing ideas
How about ... ?
Why don’t we ... ?
Accepting ideas 
I think we should go for it.
If everyone agrees, let’s pursue this idea. 
That’s a fantastic idea.
Rejecting ideas
Good idea, but I’ve got a feeling it’s been done before, hasn’t it? 
Well, it seems like a good idea, apart from ...
    f 
Discuss the question as a class. 
 Answers
Followed by a gerund (the -
ing
 
form):  
how about
, 
what about
Followed by infinitive without
 
to
:  
we could
, 
why don’t we
, 
let’s
Extension activity: test your partner
Students test each other in pairs by reading one of the headings in the table to 
elicit as many phrases as possible from their partner. They may prompt their