Christmas adverts and the art of persuasion

In December, we find our cynical selves, usually alert to the danger of commercial manipulation, wiping away an unexpected tear while watching a… television advert. They hit on key elements of the human psyche, triggering strong emotions like joy, sadness, excitement or endearment. A company’s use of effective visual layout in advertisements can greatly add to the viewer’s evaluation of it. Emotion is also a great shortcut to virality. The adverts become the talk of the town. Consequently, the credibility of the company increases and we are more likely to buy their products.

Study these adverts from two popular British household names with your students.

  1. Ask your students about their favourite adverts? Which ones are they? Why?
  2. Watch the films together.

Marks and Spencer https://www.youtube.com/watch?v=KfaSxIkLslE (1:35)

John Lewis https://www.youtube.com/watch?v=Jw1Y-zhQURU (2:10)

  1. How do these adverts play on viewers’ emotions?

Making use of the rhetorical mode of pathos means triggering the feelings of your audience.

  • Use vivid language
  • Tell a story
  • Use anologies and metaphors
  • Show pictures
  • Use humour
  • Be confident
  • Vary the tone of your voice
  • Use music and images to evoke feelings
  1. Which of the Christmas adverts is your favourite? Why?

Time: 30 minutes

  1. Wish to see more? The Telegraph, amongst others, has ranked the best Christmas ads of all time:

http://www.telegraph.co.uk/business/0/the-10-best-christmas-adverts-of-all-time/

International English – A visual presentation

A new school year is upon us. This teaching resource helps your students get acquainted with the content and aims of the course International English, using the cover of E2.

Are you planning to use E2 in class this year? Here is our suggested year plan. It may prove useful.

Good luck with the new school year!

Lesson plan – A visual presentation of International english

Suggested Year Plan for E2

Welcome back!

We hope the summer has left you well rested and with happy memories! Meeting this year’s students is always exciting and getting off on the right foot vital. So, what to focus on in the first lesson?

The options are endless. Nevertheless, two tasks are essential; getting acquainted with one another and establishing an environment where everybody feels comfortable with, and committed to, speaking English. Here are some tips on doing just that:

1. “Getting to Know Each Other”

 2. “Presenting Norway”

“A Positive Start”