Subject File BRANDING and BRANDS

Branding is a vital aspect of marketing. 

Ex. 1: What role does branding play in the marketing mix?

Ex. 2: Discuss the importance of branding.

https://www.youtube.com/watch?v=k5016fh7TgQ

Ex. 3: Further Aspects of Marketing

Unique Selling Proposition

Product Lifespan

SPOTLIGHT on ENGLISH # 4 _ Varities of English

Ex. 1: Practise the alphabet.

Pronunciation practice

Ex. 2: Find the American English spelling for these words.

	British English	American English		British English	American English
1.	catalogue	catalog	7.	jewellery
2.	centre		8.	litre
3.	colour		9.	programme
4.	favourite		10.	theatre
5.	honour		11.	travelled
6.	humour		12.	tyre

Ex. 3: Match the American English term with its British English equivalent.

	American English	British English
1.	airplane	aeroplane
2.	boot (of a car)
3.	cell phone
4.	cookies
5.	crosswalk
6.	elevator
7.	fall
8.	fries, French fries
9.	garbage trash
10.	gas(oline)
11.	licence plate
12.	line
13.	movie
14.	one-way (ticket)
15.	potato chips
16.	purse
17.	restroom, bathroom
18.	round trip (ticket)
19.	shopping cart
20.	sidewalk
21.	silverware
22.	subway
23.	vacation
24.	windshield

Ex. 4: Video analysis. The linguist David Crystal discusses the concept of ‘Englishes’.

https://www.youtube.com/watch?v=2_q9b9YqGRY&t=203s

came into being – adopts – vocabulary – loan words –

privileged foreign language – adaptation – variety – adapts

 

1.    The word “Englishes” ………………………. (1) 10 or 15 years ago to reflect the reality of what happens when English becomes a global language.

2.    The ……………………… (2) taking place when a new …………….. (3) develops is mainly visible in the …………………. (4)

3.    Most countries in the world have English as a first language, a second language, or a……………………………… (5)

4.    As a country ………………………… (6) the English language, it immediately ………………… (7) it to suit its own needs and to reflect its own culture and current developments.

5.    When English goes to another part of the world, in come the……………………… (8), the borrowed words from other languages around.

Literature: 

David Crystal, English as a global language

Ex. 5: Think of examples of English words used in your first/second language.

(-> Beware the pseudo-anglicisms, i. e. words that sound English and have been added to the lexicon of your language but are not real English words.)

Subject File ADVERTISING

 

Electronic billboards in New York Times Square.

The Purpose of Advertising

• inform potential buyers of the availability and the quality of goods and services
• persuade people to buy a particular product or behave in a particular way

Ex. 1: Topic vocab. Clarify the following words/phrases.

banner ad - audience/target audience - brand - advertising campaign - catchy tune - classified ad - commercial break - handbill/leaflet/flyer - jingle - pun - slogan - target group - billboards - commercial - insert - message - product placement

Ex. 2: „The Ad Quiz“

1. Think of advertising for a particular product or service.
2. Prepare a description without naming the product/service.
3. Use as many words from Ex. 1 as possible.
4. Let your colleagues guess the product or service.

Ex. 3: Theorizing advertising. The AIDA model – How advertising works

-> Complete the table below with the letters and the concepts they stand for. Then match them with the right answer below.

Letter Concept            Question

A ______              How does the commercial get the viewers’ attention?

I ______              How does the commercial hold the viewers’ interest?

D ______              How does the commercial create desire among viewers?

A ______              How does the commercial trigger action/make viewers do sth.?

____________: Closing the sale means that the customer now acts with a purchase of the product.

____________: Interest is promoted among customers through the provision of information in a memorable and entertaining way. 

____________: The consumer is made to pay attention through location, shock factor or personalisation. 

____________: The customer is made to want the product by making it irresistible or just relevant. 

Ex. 4: Analyse the following commercials based on the AIDA model.

Destination Croatia

Hovis Bread

Ex. 5: Advertising media. Categorize the different types of advertising media below.

wall paintings, billboards, printed flyers, radio commercials/spots, cinema/TV adverts/commercial/spots, web banners, shopping carts, skywriting, bus stop benches, human billboards, vehicle sides, newspapers/magazines, taxicab doors, subway/tube platforms, shopping cart handles (“grabertising”), posters, classified ads, product placement, in-text ads, infomercials, social media advertising, freebies/giveaways/gifts (promotional merchandise), inserts , web pop ups, text messages on mobile phones, monitors/screens (at airports, railway stations)

1. Which of these media rely on visual, auditory and moving elements, or a blend of them?
2. Highlight the significance of different advertising media for various target groups:

Traditionalists
Baby boomers
Generation X
Millennials
Generation Z

   3. Decide which advertising media to use when promoting the following products and give         reasons for your choice.

        a) sports gear for extreme sports such as free skiing

        b) a new CD by "Chill Du Jour", a New York-based jazz-hip hop band

Ex. 6: The Advertising Experience. Discuss the following points.

• personalization of advertising: when do you perceive them as helpful/intrusive/manipulative
• reflect on the emotions advertising triggers in you (positive/negative)
• authenticity of advertising; particularly authentic or inauthentic ads
• impact on self-image, especially on social media where ad soften blend with user-generated content of the *perfect life*
• mirror effect of advertising: ads portray contemporary life
• advertising & alternative consumption; ads promoting a consumerist/“throw-away“ society

Subject File HUMAN RIGHTS and HUMAN RIGHTS VIOLATIONS

 

Eleanor Roosevelt holding the English-language version of the Universal Declaration of Human Rights in November 1949, Courtesy: Wikipedia

Subject File LITERACY & THE IMPORTANCE of READING

 

DW News: The rise of the post-literate society

The Atlantic: Why You Can't Read Anymore

Subject File CURRENT TRENDS in TOURISM

Sustainable Tourism

Making the tourism industry more sustainable has been among the major business development strategies, leading to the emergence of buzzwords such as ‘green tourism’, ‘eco-tourism’, ‘slow tourism’ or ‘clean tourism’. These strategies are in accordance with the Sustainable Development Goals adopted by the United Nations member states in 2015.

Ex. 1: Learn more about the “Sustainable Development Goals”.

For further information, go to: https://www.un.org/sustainabledevelopment/

Ex. 2: Sustainable Tourism. Identify possible markers.

Ex. 3: Complete the text with a suitable word.

Sustainable tourism development requires the informed ____________ (1) of all relevant stakeholders. Achieving sustainable tourism is a continuous ___________ (2) and it requires constant monitoring. Sustainable tourism should also _____________ (3) a high level of tourist satisfaction and ensure a meaningful ______________ (4) to the tourists, raising their awareness about sustainability issues and promoting sustainable tourism practices among them. This requires the ______________ (5) of cultural integrity and the integration of environmental protection and cultural heritage resources in programs related to tourism. _______________ (6) attempts to implement the principles of sustainable tourism __________________ (7) are made both at the regional level and at the level of tourism enterprises.

Country File U. K. - Spotlight on History: BAYEUX TAPESTRY

It was a complex operation, shrouded in secrecy. 

In the dead of the night, the Bayeux Tapestry was chaperoned from Northern France to the British Museum in London under police protection. The convoy transporting it crossed the English channel via the Eurotunnel, taking the priceless cultural artefact straight into London. 

The tight security operations were met by the conditions of the transport of the 68 m long embroidery. To protect the fragile medieval masterpiece, conservators had folded it like a curtain and put into a climate-controlled vibration-consistent container with the right temperatures and moisture levels, because experts had warned that the transport could damage the fragile fabric of the embroidery. A government guarantee covers the embroidery at the value of around 900 million euros.

After almost 1,000 years, the tapestry is back on English soil, and it is the first time the tapestry has ever been displayed in the United Kingdom. The transfer has been made possible after one year of negotiations when the French president Macron agreed to loan the tapestry to Britain for 9 months, a move considered important for Franco-British relations after Brexit and as a symbol of trust and friendship between France and the United Kingdom. 

The exhibition at the British Museum in London opens on 10 September, 2026, and runs until 11 July 2027. 100,000 tickets were already sold on the first day of sales.