Tag: business and business english

Brands Get Your Brain to Buy More

B2 – Upper Intermediate

Many of us would agree that we are usually buying constantly without thinking of whether we need it or not and that is because some products that are on display intrigue us to the point of just letting it pass.

Watch the video below to learn more about how brands are getting on our heads.

Vocabulary Discussions:

  1. What does the expression, “too good to be true” means, “If this story sounds too good to be true, then that’s because it is.“? Use this phrase in your own sentence.
  2. What does the idiom, “under the hood” means, “Neuromarketers have adopted a range of technologies in their marketing studies to see what’s happening under the hood – inside the consumers’ brains.”? Use this phrase in your own sentence.
  3. What does the expression, “to get a kick out of something” means, “When they looked at their brains, it turned out, people got a real kick out of getting their fingers messy with this orange orange dust that they are covered in.“? Use this phrase in your own sentence.

Discussion Questions:

  1. Do you feel tricked every time you shop impulsively? Cite examples of your actual impulsive purchases and which marketing trickery do you think got you to buying those products.
  2. What is the primary issue with neuromarketing and how does it affect you as a consumer?
  3. Is neuromarketing a risk or an opportunity? Explain your thoughts.
  4. Will you affirm that neuromarketing is ethical? Why or why not? State your point.

Property

B1 – Intermediate

They say owning a property is probably one of the wisest investments one can ever make. Houses, buildings, and lands continue to increase in value through time.

However, for many people, the property market can be very intimidating and confusing.

Listen to this audio and read the transcript about property owning.

https://listenaminute.com/p/property.html

Vocabulary Questions:

  1. What does ”to rise in value” mean? “Buying property usually guarantees your investment will rise in value.” Use this phrase in your own sentence.
  2. What does ”to play something” mean? “If you have a lot of extra cash, you can play the world property market.” Use this phrase in your own sentence.
  3. What is a “hidden cost”, “I don’t like all the hidden costs involved in buying a property.”? Use this phrase in a sentence.

Discussion Questions:

  1. Do you agree or disagree to this: “Property is one of the best investments you can make.”? Explain your opinion.
  2. Knowing that “Places like Dubai and other areas of the Gulf are good places to buy at the moment.”, would you buy properties if you had the money? Why or why not?
  3. Do you know some people who have made a lot of money from investing in properties? Talk about him/her/them.
  4. Is it common in your country for people to have more than one property under their name? Why or why not?
  5. How knowledgeable are you about the property market?

Public Relations

B1 – Intermediate

Public relations or PR is all about building and maintaining the positive image of a company, organization, or client. It is an important part of many sectors such as business, politics, and even sports and the entertainment world.

In PR, loads of money is spent in order to be sure that the client always does and says the right things.

Listen to this audio and read the transcript about public relations.

https://listenaminute.com/p/public_relations.html

Vocabulary Questions:

  1. What does “to get one’s name out there” mean? “People in PR have to work hard in getting the company’s name out there.” Use this idiom in your own sentence.
  2. Define “image” in this context, “They must always say the right thing and have the perfect image.” Use this word in a sentence.
  3. What does it mean when “something goes wrong”, “When something goes wrong, it’s called a public relations disaster.”? Use this phrase in a sentence.

Discussion Questions:

  1. Why is public relations important to companies? How about celebrities? How about politicians?
  2. Bad publicity is still publicity. What is your opinion on this?
  3. To make a company or celebrity famous and relevant, PR staff sometimes have to lie. What is your opinion on this?
  4. Talk about a public relations disaster you know of.
  5. Talk about your company’s PR.

Switzerland Imports More Cheese 

B1 – Intermediate

Perhaps the first thing that comes to mind when you hear ‘Switzerland’ is cheese. The country is very famous for making cheese. It is a very important product from this nation.

However, for the first time, Switzerland is importing cheese more than exporting it.

Read the article about the Swiss cheese import-export trade.

https://breakingnewsenglish.com/2307/230713-swiss-cheese-2.html

Vocabulary Questions:

  1. What does “open up” mean, “The reason is that Switzerland opened up its milk market.”? Use this phrase in your own sentence.
  2. What does “compete” mean,  “This means it is difficult for Swiss farmers to compete with cheaper, imported milk.”? Use this word in your own sentence.
  3. What does “a big part of one’s life” mean, “Cheese is a big part of life in Switzerland.”? Use this phrase in your own sentence.

Discussion Questions:

  1. What was your reaction to this news about Switzerland importing cheese more than exporting it?
  2. Why are dairy farms disappearing in Switzerland?
  3. What products does your country import and export?
  4. Are there any industries that are disappearing in your country? What are they and why is it happening?
  5. Do people in your country eat a lot of cheese? Why or why not?

Traded-In Apple iPhone Refurbished

B2 – Upper Intermediate

In the world of technology, smartphones have become an essential part of our daily lives, and one of the most popular brands in the market is Apple. With each new release, millions of people eagerly anticipate getting their hands on the latest iPhone model, leading to a growing number of previously owned devices that are traded in or sold. But have you ever wondered what happens to these traded-in iPhones?

In this video, we will explore the fascinating journey of how a traded-in Apple iPhone gets refurbished, giving it a new lease on life before finding its way into the hands of a new owner.

Vocabulary Questions:

  1. What is the meaning of “trade in”? “Many iPhone users choose to trade in their old devices for credit towards a new purchase.” Make one sentence using the word.
  2. What does the word “refurbished” mean? “In 2022, 73.5 million used and refurbished phones were shipped in North America alone.” Use the word in a sentence.
  3. What does “triage” mean? “The first stop for our iPhone 11: data erasure and triage.” Use the word in a sentence.

Discussion Questions:

  1. From an environmental perspective, do you believe refurbishing traded-in Apple iPhones is a more sustainable practice compared to manufacturing new devices? Why or why not?
  2. In your opinion, what are the key advantages of purchasing a refurbished iPhone over a brand-new one? Are there any potential drawbacks to consider?
  3. Do you think the refurbished iPhones market poses a significant threat to Apple’s sales of new devices? Why or why not?

Factory Decorates 8 Cakes a Minute

B2 – Upper Intermediate

Baking a single-tiered cake at home takes about 25-30 minutes. However, decorating it is another story. It usually takes about 4 hours or longer to make one cake. However, one factory manages to decorate eight cakes in a minute.

Here’s a full video and watch how the workers do it.

Vocabulary Discussions

Explain the meaning of the highlighted words below and make some sentences.

1. Start by scraping the icing to make sure that the icing goes into the holes of the stencil.

2. My handmade snowflakes are finally getting their starring role.

3. 480 cakes are boxed and conveyed towards the end of the line.

Discussion Questions

1. How does the video make you feel?

2. Discuss how the cake assembly lines in the video make it possible to decorate eight cakes a minute.

3. The workers use stencils to decorate cakes at a fast pace. Can you think of other tools or methods that help to speed up tasks?

4. Do you like decorating things? Talk about the best decoration you have ever made.

5. Have you ever witnessed a high-speed production process like the cake assembly lines in the video? If so, share your experience and impressions.

The Mini Cooper

B2 – Upper Intermediate

The Mini Cooper, a car that is not longer than 10 feet but can fit four people. This quirky piece of machine has its interesting history.

Discover how Mini Cooper came to be in a short video below.

Vocabulary Discussions:

Explain the meaning of the highlighted words below and make some sentences.

1. The Mini Cooper is a quirky machine that’s unapologetically British.

2. However, in 1956, Egypt nationalized the canal.

3. Its distinct British sensibility still sets it apart from other cars.

Discussion Questions:

1. What does the video say about the Mini Cooper’s design?

2. “The Mini Cooper is a quirky machine that’s unapologetically British.” Talk about something from your country and what makes it distinctively from your country.

3. The Mini Cooper was invented in response to the oil crisis. Think of other products that have emerged as solutions to address social issues.

4. How have cars influenced our daily lives and transportation options in modern society?

5. Talk about a product or service your company sells or offers and what sets it apart from others.

Upcycle Leftover Food

B2 – Upper Intermediate

Food waste is an all too common problem in households and among food establishments. Leftover food at home are more often thrown away after some time. Fortunately, more and more people and businesses are using leftover food in another dish in the name of environmental sustainability and additional profits.

Listen to the audio and read the transcript about the ways some US companies are upcycling their leftover food.

https://learningenglish.voanews.com/a/us-restaurants-companies-upcycle-leftover-food-/7150515.html

Vocabulary Questions:

  1. What is the meaning of the word “upcycling“. “Malek’s ice cream company is among those at the start of a movement called upcycling.” Use it in a sentence.
  2. What does the word “seal” mean in this sentence, “The Upcycled Food Association gives out an official “Upcycling Certified” seal to qualifying products.”? Use it in a sentence and give two synonyms.
  3. Define the idiom “to gain ground“. “The movement is gaining ground as buyers want to know what is in their food, where their food comes from, and how it affects the environment.” Use it in a sentence.

Discussion Questions:

  1. What is upcycling?
  2. What leftover food can be upcycled?
  3. How do you feel about restaurants upcycling their food? Would you buy them?
  4. Do you think upcycled food should cost less? Why or why not?
  5. What are other ways to fight food wastage?

Creating An Effective Ad

B2 – Upper Intermediate

“A good advertisement is one which sells the product without drawing attention to itself.” – David Ogilvy, known as the “Father of Advertising”.

We can see advertisements on television, on trains, and they are constantly popping up on our computer screens. We are so used to ads that we hardly pay them any attention anymore. 

Read the article and find out 11 simple tips on how to create an effective ad.

https://targetpublic.com/11-simple-tips-creating-effective-ad/

Vocabulary Questions:

  1. What does “puffery” mean? “Each advertisement must make a proposition to the consumer-not just words, product puffery, or show-window advertising.” Use this word in a sentence.
  2. What does the idiom “right off the bat” mean? “Get out a pad of paper and some pens and have fun with this. I am sure you will start coming up with brilliant ideas right off the bat!” Use it in a sentence.
  3. What does “eye-catching” mean? “You will be able to make eye-catching ads that will get people excited about what you have to offer.”. Give a synonym and use ‘eye-catching’ in a sentence.

Discussion Questions:

  1. Talk about the 11 tips mentioned in the article on how to have an effective advertisement. Which ones do you think your company employs in their advertising campaigns?
  2. What is your company’s Unique Selling Proposition (USP)?
  3. Do you think that there are advertisements that do not draw attention to themselves? If so, can you think of some examples?
  4. Do you remember any advertisements that made you buy something? What kind of advertising was it?

Apple and Nike Branded Your Brain

B2 – Upper Intermediate

Apple and Nike have successfully established powerful brands that evoke strong emotional connections with consumers. It delves into the psychological aspects of branding, highlighting the use of storytelling, symbolism, and association to create a sense of identity and loyalty among customers.

Watch the video to learn more and be able to answer the questions below.

Vocabulary Questions:

  1. What does the phrase “wreak havoc” mean? “So to what degree can the influence of brands wreak havoc on our ability to make rational spending decisions.” Use it in a sentence.
  2. What does the word “underdog” mean? “The Nike thing is about performance. The Under Armour thing is about the underdog.” Use the word in a sentence.
  3. Explain “reverse empathy“. “The only evidence that Samsung users showed was reverse empathy for Apple news.” Make one sentence.

Discussion Questions:

  1. According to the video, what are some of the techniques used by Apple and Nike to create a sense of identity and loyalty among consumers?
  2. In your opinion, how effective do you think Apple and Nike’s branding strategies have been in establishing a strong emotional connection with consumers?
  3. Do you believe that branding plays a significant role in shaping consumer preferences and loyalty? Why or why not?
  4. Share your thoughts on this: “We relate to brands the same way we relate to people.“.
  5. What is your reaction to the results of the brain scans of Apple and Samsung users?