Marketing video fluency lesson
Marketing video and speaking lesson
Student A
Explain some advertisements you remember. Can the other students remember or guess what products or services those TV commercials were advertising?
Video 1
Watch a TV commercial your teacher shows you. Whenever you think you can guess what it is advertising, your teacher will stop the video and you can discuss what its purpose is and why you think so.
Speaking and listening
You are going to do the same activity with some more TV ads, but with the sound off and only one person in each pair watching (Student A). The other person (Student B) will face in the opposite direction, listen to their partner’s description, ask the teacher to stop the video, and try to identify what product or service it is for. The teacher will then restart the video to check the answer, only stopping if someone from a different team has another idea on what is being advertised.
Before you start the game, to practice you can try quickly describing the video you have just seen while it plays another time without stopping.
Watch and describe the following videos, starting with the example words given below if you like:
Video 2 (DVD track 2)
“A man is opening the door. He is…”
Video 3 (DVD track 4)
“A man is speaking. Another man is doing press ups with a man on his back…”
Video 4 (DVD track 5)
“A man is throwing a brick. There are lots of riot police.
Video 5 (DVD track 6)
“Crows are flying around a house. An old man is lying in bed…”
Video 6 (DVD track 9)
“Samuel L. Jackson is walking towards the camera. He is …”
Marketing video and speaking lesson
Student B
Explain some advertisements you remember. Can the other students remember or guess what products or services those TV commercials were advertising?
Video 1
Watch a TV commercial your teacher shows you. Whenever you think you can guess what it is advertising, your teacher will stop the video and you can discuss what its purpose is and why you think so.
Speaking and listening
You are going to do the same activity with some more TV ads, but with the sound off and only one person in each pair watching (Student A). The other person (Student B) will face in the opposite direction, listen to their partner’s description, ask the teacher to stop the video, and try to identify what product or service it is for. The teacher will then restart the video to check the answer, only stopping if someone from a different team has another idea on what is being advertised.
Before you start the game, to practice you can try quickly describing the video you have just seen while it plays another time without stopping.
As you listen to your partner, try to guess which of these products or services are being advertised (there are some that you do not need to use).
a) VW Polo (a small German car)
b) Nike running shoes
c) Levis Jeans
d) Stella Artois (a Belgian lager)
e) Wieder sports drink
f) Guinness (An Irish black beer with a white creamy head)
g) Barclays Bank
h) Fat Face beachwear
i) Buitoni pasta sauce
Marketing video and speaking lesson
Worksheet 2
Watch the videos together with the sound on, and try to match them to the descriptions of the market segment, consumer profile, nice etc. that they are aimed at, and the brand image that it is supposed to put over (there are some extra descriptions that you do not need to use):
Product or service A
This commercial is supposed to give the impression that the tradition and slowness of the product need not be boring, but can instead be a time of excitement and building anticipation.
Product or service B
This ad is meant to convince middle aged people who are interested in security and reliability who would usually buy a more expensive brand that this product will fulfill their needs.
Product or service C
This TV commercial aims to make the product seem “super premium”, a product that is in fact mass market and mass produced, but has an image of being rare and even handmade.
Product or service D
This advertisement is meant to convey the fact that the product is long lasting and good quality, but in a stylish way because the main market segment of this product is people who do not usually pay attention to such practical concerns.
Product or service E
As the traditional market segment for this product is working class men, and more recent marketing campaigns have focused on young people such as university students to try and change this, this ad is part of a campaign that aims to make the product attractive to educated middle class consumers.
Product or service F
This advertisement is aimed at professionals in their early twenties who want more sophistication and flexibility from a service whose image is more traditional and inflexible.
Marketing video and speaking lesson
Worksheet 2 Answer Key/ Teachers’ instructions
NB. This video worksheet is designed to be used with the Directors Label DVD “Jonathon Glazer Best Selection”, but is easily adaptable for other TV commercials from DVDs or the Internet
Product or service A Guinness
This commercial is supposed to give the impression that the tradition and slowness of the product need not be boring, but can instead be a time of excitement and building anticipation.
Product or service B VW Polo
This ad is meant to convince middle aged people who are interested in security and reliability who would usually buy a more expensive brand that this product will fulfill their needs.
Product or service C Stella Artois lager
This TV commercial aims to make the product seem “super premium”, a product that is in fact mass market and mass produced, but has an image of being rare and even handmade.
Product or service D Levis Jeans
This advertisement is meant to convey the fact that the product is long lasting and good quality, but in a stylish way because the main market segment of this product is people who do not usually pay attention to such practical concerns.
Product or service E Guinness, but not the ad shown, so extra answer that is not used
As the traditional market segment for this product is working class men, and more recent marketing campaigns have focused on young people such as university students to try and change this, this ad is part of a campaign that aims to make the product attractive to educated middle class consumers.
Product or service F, Barclays bank
This advertisement is aimed at professionals in their early twenties who want more sophistication and flexibility from a service whose image is more traditional and inflexible.