Page 22 - In Focus (demo)

UNIT 1

D Discussion

1 Work in small groups. In C, you looked at eight advertising techniques. Read these
statements taken from advertisements. Which techniques do they use? Write 1 to 8
in the chart below.

Technique
Advertising statement
(1–8)
1 Tests showed a 69% improvement after using Brand A.
2 Mouthwash A is better than Mouthwash B.

3 Tiger Woods loves to use Brand Z.
4 30% off Brand X this week

5 Smoking shortens your life by 10 years.
6 Enjoy your life. Drive an XYZ and feel free.

2 Another advertising technique is called “greenwashing.” This is when advertisers
say their product is good for the environment in order to increase sales. Look at
the advertisement below and discuss the questions in your groups.
1 What is this advertisement for?
2 Do you think the ad is effective? Does it
make you more likely to buy the product?
3 What things does the ad NOT say about
this product?
4 Why could this be an example of
greenwashing?
5 Can you think of any other examples of
greenwashing?

Although the ad is probably
telling the truth, I think . . .

This could be an example
ld
b
l
of greenwashing because . . . The ad doesn’t say Another example of
anything about . . . greenwashing is . . .

Quotable Quotes

Final thoughts . . .

Advertising is legalized lying.
*
H. G. Wells

English writer
1 Do you think that advertisements sometimes lie?
Give examples.
2 Do you think there should be laws on what and how products
are advertised? Give examples.
*legalized allowed by law
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