Skills Development

1. Paper 3 Listening & Integrated Skills Unit 5 Communicating: the Media & Publications Skills Development Listening skill: understanding advertisements Exercise 1 Exercise 2 Listening skill: understanding figurative language Exercise 3 Reading skill: extracting information from advertisements Exercise 4 Writing skill: writing promotional leaflets Exercise 5 Exercise 6 Practice Paper Part A: Task 2 Task 3 Task 4 Task 1 Part B: (Section 1) Task 5 Task 6 Task 7 (Section 2) Task 8 Task 9 Task 10 Data File

2. SKILLS DEVELOPMENT Learning focus Understanding advertisements Understanding figurative language Extracting information from advertisements Writing promotional leaflets P.1

3. Listening skill: understanding advertisements The media industry is a major industry in the world today. There are many text types associated with the media (e.g. advertisement). Advertisements are everywhere in newspapers, on public transport, on the television, etc. Jargon is commonly found in advertisements. Therefore, it is important that you learn to infer the meaning of unfamiliar jargon. P.1

4. In the Exam, you may be asked to listen to: • an advertisement (ad) • an evaluation of an advertisement • a discussion about the production of an advertisement, etc. P.1

5. Advertisements are persuasive texts. Their purpose is to persuade you to: • buy • believe • do P.2

6. to infer the meaning of unfamiliar jargon STRATEGY You can infer the meaning of jargon by using: • context • logic • general knowledge P.2

7. to infer the meaning of unfamiliar jargon Context • note words you hear before and after an unfamiliar word/expression • relate the information to the situation/background of what you are listening to & + P.2

8. to infer the meaning of unfamiliar jargon Logic General knowledge e.g. if you are listening for disadvantages, it is likely that an unfamiliar word/expression within a list of negative points is going to be an advantage + e.g. your background knowledge of the situation P.2

9. Advertisements use specific features and strategies to persuade. Let’s look at some common features and strategies related to advertising. P.2

10. slogans – phrases that are easy to remember, e.g. ‘Brilliant white – for whiter and brighter clothes!’ music – in the background/at the beginning/end FEATURES jingles – songs that are memorable word play – using words/ expressions that can have more than one meaning P.2

11. promises – to lure with the idea that something good will happen, e.g. clear skin, happy holiday, hair growth, etc. fear – to scare into action, e.g. health advertisements, safety warnings, etc. STRATEGIES Advertising features are quite easy to identify in a listening task. Advertising strategies can be more challenging to identify as they are often inferred. special offers – to lure with gain, e.g. reduced prices, sales, etc. P.3

12. Exercise 1 You are studying advertising. Your teacher has asked you to listen to several radio advertisements. Listen to the recording and complete the note sheet below. Follow the examples. P.3

13. Ad Product Target Audience Feature and/or Strategy Used * young adults/ teenagers/students 1 music  fear  slogan  special  offer promise    2 music  fear  slogan  special  offer promise  *Tick the appropriate boxes. CDs   anti-smoking smokers/people who smoke P.3

14. Ad Product Target Audience Feature and/or Strategy Used * 3 music  fear  word  special  play offer promise  4 music  fear  jingle  special  offer promise  *Tick the appropriate boxes.  people interested in investing/ financial advice radio show   green fuel drivers  P.3

15. TAPESCRIPT T43

16. TIP  Exercise 2 You are Iris Chan. You and your colleagues are discussing an advertisement for your company. As you listen to the recording, complete the client feedback form below by circling a score for each aspect of the advertisement. In addition, complete the suggestions. think of a synonym for ‘advertisement’ Preview and predict: use the hints in blue to guide you. P.4

17. Account: Jensen & Jensen Product No.: JJ 10A think of synonyms for these descriptors Client Feedback Form Needs improvement Satisfactory Good IConcept & Strategies Selling point is clear 1 2 3 the answer needs to be inferred Commercial is memorable 1 2 3 Commercial is persuasive 1 2 3 P.4

18. Needs improvement Satisfactory Good IIAudio & Visual Images are effective 1 2 3 Music is appropriate 1 2 3 Commercial is attractive 1 2 3 Pace of speech is appropriate 1 2 3 Speaking is clear 1 2 3 Speaker’s voice is appropriate 1 2 3 P.4

19. predict language that could be used to give suggestions III Suggestions (1) use a friendly female voice (2) put more emphasis on (our) special offers for the summer (3) ask more questions, e.g. Fed up with housework? Need a quick escape from it all? P.4

20. TAPESCRIPT T43-44

21. Listening skill: understanding figurative language Figurative language is a way of using words or expressions to bring something you are describing to life. It is often used in advertising. P.5

22. It’s a dinosaur! It takes a long time for websites to load! What’s wrong with this computer? P.5

23. Look at the following examples of figurative language. P.5

24. Figurative language Explanation Example Your towels can be as white as snow! similes • comparing two dissimilar things; • use ‘like’ + noun OR ‘as … as’ + noun metaphors • saying something is something else; • do not use ‘like’ + noun OR ‘as … as’ + noun Are you drowning in a sea of paper? P.5

25. Figurative language Explanation Example Fed up with the wind cutting through your jacket? personification • attribute human actions or feelings to something that is nonhuman alliteration • using the same sounds at the beginning of each word in an expression There are fabulous photos at Fred’s photography studio. P.5

26. Figurative language Explanation Example Why wait? (= Don’t wait!) rhetorical questions • asking questions but not wanting or expecting answers P.5

27. Exercise 3 You are Nelly Tam. You work for an advertising agency. You and your colleagues are discussing five products. As you listen, complete the note sheet below. One has been done for you as an example. P.6

28. NOTE SHEET Summer school Product: ________________________________ Type of ad: ________________________________ Selling point: ________________________________ Figurative language used: _______________________ TV Learning is fun metaphor P.6

29. NOTE SHEET Japanese set meals Product: ________________________________ Type of ad: ________________________________ Selling point: ________________________________ Figurative language used: _______________________ magazine special set meals throughout the day rhetorical question P.6

30. NOTE SHEET toothpaste Product: ________________________________ Type of ad: ________________________________ Selling point: ________________________________ Figurative language used: _______________________ outdoor widescreen TV low/affordable prices simile P.6

31. NOTE SHEET cakes Product: ________________________________ Type of ad: ________________________________ Selling point: ________________________________ Figurative language used: _______________________ magazine discount personification P.6

32. NOTE SHEET Ben’s Butcher Product: ________________________________ Type of ad: ________________________________ Selling point: ________________________________ Figurative language used: _______________________ radio one-stop shop for meat alliteration P.6

33. TAPESCRIPT T44-45

34. Reading skill: extracting information from advertisements In the Exam, you might need to extract information from written advertisements to answer a question. Therefore, you need to read advertisements effectively and read the question carefully to identify exactly what information you need. Remember – the information in the advertisement might be inferred. P.7

35. to extract information from advertisements STRATEGY Pay attention to: • pictures • graphs • illustrations Identify the advertisement’s: • purpose • target audience P.7

36. Let’s look at an example. P.7

37. DESSERT MANIA Delicious party food that will impress and satisfy anyone with a sweet tooth! Cookies $15 per piece Chocolate Chip, Oatmeal Raisin, Oatmeal Chocolate Bars $15 per bar Chocolate Brownie, Caramel Brownie, Raspberry Crumble, Caramel Slice P.7

38. DESSERT MANIA Iced Cakes single serving $35; $100 per pound Lemon, Strawberry, Chocolate Cupcakes $20 per piece Vanilla, Chocolate, Strawberry P.7

39. DESSERT MANIA To order please complete an order form on our website: www.dessertmania.com.hk Remarks: * Half price for 50 or more pieces. * All items are subject to availability. * 50% deposit is required upon ordering. The balance must be paid upon delivery. * Minimum order for free delivery is $500 (Hong Kong Island only). * Place orders at least 1 day in advance. Orders must be received before 12 noon if you wish to receive the order the next day. P.7

40. STEPS  Identify the ad’s purpose.  Highlight any key/relevant information.  Think – are there any graphics/notes I should pay attention to? P.7

41. Exercise 4 Read the following advertisement, and answer the questions. P.8

42. Classified Ad Celebrate your birthday or special occasion with … PARTY CENTRAL This month’s specials party hats $10 each Order 100 and get them at $5 each P.8

43. clickers, clappers, noise makers $20 each, or order 1 box of 100 at only $15 each Classified Ad party strings 1 box containing 30 cans $600 $400 Call us at 6304 0123to speak to our sales agent now! P.8

44. 1. What is the name of the company that advertises the above products? ________________________________________________ 2. Which of the strategies below does the company use? [Please tick as appropriate.]  fear   promise   special offer 3. How should someone place an order for the above products? ________________________________________________ Party Central  call 6304 0123 to speak to the sales agent P.8

45. Writing skill: writing promotional leaflets Promotional leaflets are written to inform readers of products or services, and to persuade them to buy or use them. P.9

46. Promotional leaflets are persuasive, therefore you need to: • use persuasive language • give the benefits of buying a product/using a service • make suggestions politely • use an appropriate tone P.9

47. Review the following examples of persuasive language. P.9

48. Language Examples (persuasive language) (use of rhetorical questions) Why not … ?/Have you ever … ?/Do you … ? (use of ‘we/you’ approach) (‘talk’ to your reader) We can offer you … (‘rule of 3’ – use 3 adjectives for impact) Are you looking for a fast, efficient and courteous … ? P.9

49. Language Examples (persuasive language) (use of alliteration) Fabulous! Fun and fantastic! (talk about benefits – thereshould be benefits to match your suggestions) Not only will you … , you’ll also … No more … Enjoy the … P.9

50. Language Examples (persuasive language) (make polite suggestions – pay attention to whether an infinitive or a gerund is used after each expression) We suggest (+ ‘ing’) You should (+ infinitive without ‘to’) Instead of (+ ‘ing’) P.9