Tag: business and business english

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?

The Cost of Fast Fashion

B2 – Upper Intermediate

The throwaway culture has meant an unprecedented number of people purchase clothes, wear them just once, and then discard them. It leads to fast fashion, where consumers seek less expensive clothing, which drives up sales globally, but has a significant negative impact on the environment.

Watch the video below to learn more about the true cost of fast fashion.

Vocabulary Questions:

  1. Define the word “castoff“. “This is where wardrobe castoffs end up.” Use it in your own sentence.
  2. What does the word “swanky” mean, “Today she’s looking for a new outfit for a swanky industry event.” Could you think of an antonym and construct a sentence using the word “swanky”.
  3. What does “to get mileage out of” mean? “Rent the Runway is getting more mileage out of items of clothes, it’s also helping tackle an increasing number of throwaway culture.” Think and make your own sentence using the idiom.

Discussion Questions:

  1. Is fast fashion a trend in your country? Talk about it.
  2. What effects do you anticipate it will have on the environment and the economy?
  3. Would it be preferable to stop this expanding industry? Explain your stance.
  4. How else can the throwaway culture be tackled?
  5. What do you think of Patagonia’s philosophy, “To buy once, buy well, and mend clothing”? Share your thoughts on this.
  6. What are your thoughts on Rent the Runway’s business model?

Chinese Airliner’s First Commercial Flight

B1 – Intermediate

Commercial Aircraft Corporation of China (COMAC) is a state-owned aerospace company in China. It has recently made history with their first commercial airplane C919’s first flight. C919 was built in hopes to compete with other aerospace manufacturers such as Boeing and Airbus.

Its first commercial flight is said to be China’s “symbol of industrial skill and national pride”.

Read this article about the Chinese-made airplane C919’s first commercial flight.

https://breakingnewsenglish.com/2306/230601-comac-china-airline-1.html

Vocabulary Questions:

  1. Explain the definition of the phrase “national pride”. “Newspapers called it “a symbol of skill and national pride“.”. Use this phrase in your own sentence.
  2. What does “triumph” mean? “China’s president called the C919 aircraft a “triumph of Chinese innovation”.” Give a synonym and use “triumph” in your own sentence.
  3. What does “fondly” mean? “I’ll remember it fondly for some time to come.” Give a synonym and use “fondly” in your own sentence.

Discussion Questions:

  1. What is your reaction now that China is also manufacturing planes?
  2. What is your opinion on this, “COMAC hopes to compete with airline industry giants, like Boeing and Airbus.”?
  3. Do you think COMAC will get a lot of international orders soon? Why or why not?
  4. Talk about any recent milestone in any industry in your country.
  5. Talk about one of your country’s national pride.

Chile’s Lithium Industry 

B1 – Intermediate

Chile is a country that is known for its rich mineral deposits. It has become a key player in the global lithium industry.

With increasing demand for lithium-ion batteries in electric vehicles, renewable energy storage, and portable electronics, Chile’s lithium reserves have become a very important asset for a greener and more sustainable world.

Listen to this audio and read the transcript about the lithium industry in Chile.

https://www.newsinlevels.com/products/chiles-lithium-industry-level-1/

Vocabulary Questions:

  1. What does “to take control of” mean in this sentence, “Chile’s president Gabriel Boric wants to take control of the country’s lithium industry. Lithium is a metal used in electric car batteries.” Use it in a sentence.
  2. What does “take over” mean in this sentence, “The government will take over their lithium factories and run a new company. This will make it harder for electric car makers to get the materials which they need.” Use it in a sentence.
  3. “Other countries are also trying to protect their resources. Mexico, Argentina, and Bolivia are working together to use lithium and other minerals well.” What does “resources” mean? Use it in a sentence.

Discussion Questions:

  1. How does the global demand for electric vehicles impact Chile’s lithium production and exportation?
  2. What are some future developments or opportunities for Chile’s lithium industry?
  3. What are some common uses of lithium in everyday life apart from batteries?
  4. What are other materials or technologies being developed that could potentially replace lithium in batteries? Talk about them.

Manuka Honey Trademark Battle

B1 – Intermediate

Manuka honey is premium quality honey made from bees that only pollinate manuka or tea trees which are native in Australia and New Zealand. 

For years, the two countries have had some disputes on who owns the right to manuka honey’s trademark.

Read this lesson about the manuka honey trademark battle between Australia and New Zealand.

https://breakingnewsenglish.com/2305/230525-manuka-honey-trademark-2.html

Vocabulary Questions:

  1. Explain the definition of the word “trademark”. “The Intellectual Property Office of New Zealand decided that no one could trademark the word “manuka”.”. Use this word in a sentence.
  2. What does “treasured” mean here, “They said manuka was a “treasured” NZ species.”? Give 1-2 synonym/s of ‘treasured’ and use the word in your own sentence.
  3. What does “long history” mean, “Our product has a long history of being recognized as manuka honey.”? Use this idiom in a sentence.

Discussion Questions:

  1. What are your thoughts on The Intellectual Property Office of New Zealand’s decision to not let anyone trademark the word “manuka”?
  2. Are there any products from your country that became controversial due to its trademark? Talk about them.
  3. What are some products that your country is well-known for? Why are they world-famous?

Companies Control Everything You Buy

B2 – Upper Intermediate

Have you ever stopped to consider who’s behind the brands you purchase?

Well, it turns out, they are the ten biggest global players in the food and beverage industry. Nestlé, PepsiCo, Coca-Cola, and Unilever, to name a few, have thousands of people they employ. They generate billions annually.

Oxfam’s infographic in the article below attempts for said companies to strive in creating positive impact and show consumers how closely these corporations interact with each other.

In this article, you’ll learn more about the companies behind the brands and products.

https://www.businessinsider.com/10-companies-control-food-industry-2017-3

Vocabulary Questions

  1. What is the meaning of the idiom “mind-boggling”? “In an effort to push these companies to make positive changes — and for customers to realize who controls the brands they’re buying — Oxfam created a mind-boggling infographic that shows how interconnected consumer brands really are.” Use it in a sentence.
  2. What does the phrase “move beyond” mean in the sentence “Coca-Cola is moving beyond soda, with beverage brands including Dasani, Fuze, and Honest Tea.”? Use it in a sentence.
  3. Explain the meaning of the adjective “____-centric” in the sentence “This snack-centric company’s brands include Oreo, Trident gum, and Sour Patch Kids.”. Use it in a sentence.

Discussion Questions:

  1. After reading the article, are you surprised by the companies’ high level of interconnectedness?
  2. Why is it crucial for consumers to know which companies own the brands they buy? How can this knowledge affect the way we shop?
  3. How can these food and beverage companies improve their impact on society and the environment?
  4. Do you think these companies should focus more on ethical and sustainable practices than on profit? Why or why not?
  5. How can we ensure these companies are doing the right thing, and what can we do if they’re not?

Sneaky Ways Fast Food Restaurants Get You To Spend More

B2 – Upper Intermediate

Fast food restaurants are a popular choice for a quick and affordable meal on-the-go. However, these establishments have become experts at getting customers to spend more money than they intended. From upselling and limited-time offers to product placement and loyalty programs, fast food restaurants employ a variety of sneaky tactics to increase the total cost of your order. In this age of convenience, it’s important to be aware of these tactics and make informed decisions when ordering at fast food restaurants.

Watch this video to learn more about how fast food restaurants get you to spend more. Be ready to able to answer the questions that follow.

Vocabulary Questions:

  1. What is the meaning of the word “playbook“? Use it in a sentence. Ex. The fast food menu playbook has been around since the ’80s which has been centered on simplicity, cheap, and bold and bright.
  2. What does the expression “grab one’s attention” mean? Make one sentence. Ex. Fast food restaurants grab your attention with bright reds or oranges along with big appetizing photos of their food.
  3. What does “the pressure is mounting” mean? Ex. When it’s time to order, the pressure is mounting. Use this expression in a sentence.

Discussion Questions:

  1. What are some psychological tricks mentioned in the video that get customers to spend more?
  2. Have you ever fallen for one of these psychological tricks? Share your experience.
  3. Do you enjoy eating fast food? How often do you eat it? What type of fast food menus do you usually buy?

Companies Spend in Research and Development

B2 – Upper Intermediate

The role of the Research and Development (R&D) department is to keep a business competitive by researching the market and the customer needs and developing new and improved products and services to fit these needs.

Read the article to know more about how businesses gather knowledge to create new products or discover new ways to improve their existing products.

https://www.nasdaq.com/articles/which-companies-spend-the-most-in-research-and-development-rd-2021-06-21

Vocabulary Questions:

  1. Define “line item” here, “Amazon is among the top R&D spenders even though its financial statements do not mention R&D as a separate line item.” Use this word in your own sentence.
  2. Define “set forth” here, “The company’s R&D expenses continue to be set forth within “technology and content” in its financial statements.” Use this word in your own sentence.
  3. What does “world leader” mean here, “However, in terms of cumulative patent holdings, Samsung is the world leader with 80,577 active patent families.” Use the word withstand in your own sentence.

Discussion Questions:

  1. How useful is R&D for a business?
  2. Do you have an R&D department in your company? What does it do?
  3. “Our business environment changes rapidly and needs long-term investment. We will not hesitate to place major bets on promising new opportunities. We will not shy away from high-risk, high-reward projects because of short-term earnings pressure.” Do you agree with this statement? Explain.
  4. What are some examples of investment risks?
  5. In your opinion, which is the better approach: Working quickly to develop a good solution or taking more time to craft an excellent solution? Elaborate.

Disney’s Magic Spell Wearing Off

B2 – Upper Intermediate

In a world where cinema sales are falling, pay TV subscribers are cancelling their subscriptions, and online streaming are making film companies lose revenues, Disney bases its hopes on their loyal fans who would watch just anything they produce and release.

Read the article about Disney’s struggles to boost its share price.

https://www.bbc.com/news/business-64632514

Vocabulary Questions:

  1. What does ”give something a leg up” mean, “Jessica Reif Ehrlich, an analyst at Bank of America, says the resonance of Disney’s brands give it a leg up on its competitors, but investors have yet to be convinced.”? Use this idiom in your own sentence.
  2. What does “to bank on” mean, “That’s the kind of commitment that Disney is banking on as it tries to forge a profitable path in a world of falling cinema sales, pay TV cancellations and money-losing online streaming.“? Use this phrase in your own sentence.
  3. What does “playbook” mean, “Will the traditional playbook be enough?”? Use this word in your own sentence.

Discussion Questions:

  1. What are your reasons Disney’s magic is wearing off?
  2. Will the traditional business playbook be enough for Disney to stay afloat?
  3. How has your cinema habits changed after the pandemic?
  4. What do you think about film franchises and spin-offs?
  5. Give your opinion on this: “The rise of streaming has fractured audiences, making it difficult to generate the kind of buzz that propels people to pay for entertainment.”