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Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
WARM-UP
1. Discuss the quotations:
“Doing business without advertising is like winking at a girl in the dark. You
know what you are doing, but nobody else does.”
“Let advertisers spend the same amount of money improving their product
that they do on advertising and they wouldn't have to advertise it.”
"The most powerful element in advertising is the truth."
“Advertising is the art of convincing people to spend money they don't have
for something they don't need.”
http://elt.comfortenglish.com/http://elt.comfortenglish.com
Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
2. Answer the questions:
1) Why do you prefer to buy one product over another?
2) Should advertisers be allowed to advertise to children?
3) Should alcohol or tobacco companies be allowed to advertise? Why or why
not?
4) What do you think of celebrity endorsements?
5) Do political parties in your country use TV advertising? If so, should they?
6) Do you often buy a particular brand when you buy something? Why?/Why
not?
VOCABULARY
1. How often do you see advertisement during the day? Where? Do you buy the
products which you see in advertisement?
2. Match types of advertisement with the categories (sometimes more than one
category is possible):
Ads in mobile applications
Advertisement panel
Handout flyers and leaflets
Commercials
Social media ads
Pop-ups
Cold calls
Small ads
Posters on vehicles
Events sponsorship
Billboards
E-mails
http://elt.comfortenglish.com/http://elt.comfortenglish.com
Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
Television/Radio
Newspapers/Magazines
Internet/online
Outdoors (streets,
shops etc.)
Others
3. Discuss:
Which of the types above do you see the most?
Which of them are you Ok with?
Which of them irritate you the most?
4. What type of advertisement would you choose for promoting one of the
following items? Why?
- digital camera
- cooking equipment
- language school
- car accessories shop
- apartment for rent
- luxury car
http://elt.comfortenglish.com/http://elt.comfortenglish.com
Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
READING
1. In your opinion, why the food looks so delicious on the advertisement photos?
What tricks do you know?
2. How are these words connected with creating of attractive and tasty image on the
photos? Suggest ideas.
shoe polish – cotton balls –refrigerator – mashed potatoes – hairspray – glue –
clay – motor oil
3. Look at the food pictures below. Which tricks do you think were used when
making the photos?
4. Read the text and find out. Then tell what made them look so good.
http://elt.comfortenglish.com/http://elt.comfortenglish.com
Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
1. Fresh tomato. They use hairspray and deodorant to make vegetables look
fresh. And you thought that “freshness” was natural? Awww! Of course not! It’s
hairspray (and occasionally deodorant) that makes veggies and fruits look “fresh”.
2. Steam over food. They heat up wet cotton balls to get them tempting steam.
Food looks even more tempting if it’s hot, isn’t it? However, there are other ways
to get them tempting steam.
3. Pancakes with syrup. Those pancakes look yummy. It’s because they pour
some motor oil on them. And you thought it was maple syrup or honey? Pancakes
would’ve soaked them all. Hence, motor oil it is.
4. Beautiful butterfly. Oh look! Such an amazing butterfly! It’s not the camera.
It’s not the lens. It’s the refrigerator. Advertisers often refrigerate insects for a
few hours before photographing them. Putting them in the cold makes them lazy,
and hence, gives you that awesome pic.
5. Frozen ice-cream. See that “ice-cream” on those ice-cream cones? That’s
actually mashed potatoes. Logic behind using mashed potatoes: real ice-cream
would melt in a second under the hot lights. Seems legit.
6. Milk in the bowl. See that “milk” in the cereal bowl? It’s actually glue. Because
milk would make the cereal all soggy. Glue, on the other hand, makes the cereal
flakes look fresh.
7. The grilled chicken. That grilled chicken looks so perfect! That’s because
they’ve rubbed shoe polish on it. That perfectly grilled chicken often has traces of
shoe polish on it. Eat that!
8. Food on the plate in a particular position. Want the plate and food to stay in a
particular position? Allow clay to help you out. While photographing, angle is
everything. However, some angles are hard to achieve. Because of gravity.
http://elt.comfortenglish.com/http://elt.comfortenglish.com
Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
IDIOMS
1. Why do companies use idioms in their advertisements?
2. Look at the advertisements with using idioms on the next page.
What products do they advertise?
What is the message of each advertisement?
Can you identify idiomatic expressions?
What might they mean?
2. Match the idioms with their meanings:
a) to become less angry and more relaxed - …………………………………………………………..
b) to have difficulty in speaking because your throat feels dry and you want to cough
- ..............………………………………………………………………………………………………………………..
c) an obvious problem that people don’t want to talk about -
………………………………………………………………………………………………………………………………..
d) to waist the time doing some pointless activities -
………………………………………………………………………………………………………………………………..
e) extremely good - …………………..…………………………………………………………………………….
f) to adopt an environmentally friendly lifestyle - ……………………………………………………
3. Why these idioms are used in these advertisements?
4. Think of other life situations when you could use these expressions.
http://elt.comfortenglish.com/http://elt.comfortenglish.com
Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
http://elt.comfortenglish.com/http://elt.comfortenglish.com
Advertising Lesson plan – Intermediate / Upper-Intermediate
Julia Guseva – http://elt.comfortenglish.com
KEY
Vocabulary
2.
Television/Radio
Commercials
Newspapers/Magazines
Small ads
Internet/online
Ads in mobile
applications
Commercials
Social media ads
Pop-ups
E-mails
Outdoors (streets,
shops etc.)
Advertisement panel
Handout flyers and
leaflets
Posters on vehicles
Billboards
Others
Cold calls
Events sponsorship
Idioms
2
a) Cool down
b) Frog in your throat
c) Elephant in the room
d) Monkey around
e) Out of this world
f) Go green
http://elt.comfortenglish.com/http://elt.comfortenglish.com