Transcript Slide 1

Consumerism is a social and economic order that is 
based on the systematic creation and fostering of a
desire to purchase goods and services in ever greater
amounts
‫ االستهالك هو النظام االجتماعي واالقتصادي الذي يقوم على‬
‫إنشاء وتعزيز منهجية من الرغبة في شراء السلع والخدماتبكميات أكبر من‬
‫أي وقت مضى‬

Patterns of buying
Patterns of buying
Patterns of buying
Typical manner in 
which consumers purchase goods orservices
(or firms place their purchase orders) in terms of 
amount, frequency, timing, etc.
Patterns of buying
Speaking
 In pairs, look at the photographs. What are the most
important Factors in buying these kinds of items?
 Price– quality--- design ---convenience--- other factors
Make a list of the last three non-
food items you bought.
Why did you buy them?
Compare your list with your
partner’s.
Listening and speaking
 Listen to the conversation between two friends and
check (✔)
 the articles of clothing you hear.
Listening and speaking
 b Listen to the conversation
 again. What do Stephanie
 and Ann think about when
 they buy their clothes?
 In groups, answer these
 questions.
 1 When was the last time you
 bought some clothes?
 2 What did you buy?
 3 Where did you buy the
 items?
 4 How long did you take to
 choose the clothes?
 5 How did you pay for the
 clothes?
 6 Why did you buy the items?
clothes
Word builder: clothes
Complete the sentences
below with words
and phrases from the
box. Use a dictionary if
necessary. You can use
each word only once.
b In pairs, discuss these questions. 
1 What are some fashionable trends at the 
moment? 
2 What are the “in” colors this year? 
3 What clothes do you personally think are cool? 
4 Where can you usually find good clothing 
bargains? 
Reading and speaking
 Read the article quickly and identify the two
 types of promotion that are mentioned.
b Read the article again and
answer these questions.
1 What kinds of people endorse products?
2 Which sports are mentioned?
3 What kinds of events do companies sponsor?
4 Why do the two kinds of promotion mentioned
work?
 c In groups, discuss these questions.
 1 What brands of products do you use?
 2 Do you think advertising influenced your
 decision to buy these brands, or was it a friend’s
 influence?
 3 In Saudi Arabia, who endorses products? Which
 companies sponsor events?
hard sell
In advertising, a hard sell is an advertisement or 
campaign that uses a more direct, forceful, and overt
sales message. This approach works in opposition to
a soft sell.
Theorists have examined the value of repetition for 
hard sell versus soft sell messages to determine their
relative efficacy. Frank Kardes and others have
concluded that a soft sell with an inferred conclusion
rather than an overt hard sell can often be more
persuasive.
Speaking
 Which companies do you associate with the
 products listed? Write down one or two names
 for each product. Compare your answers with
 those of a partner.
Why do you think you remembered
these companies? How many of
them are local and how many
are international?
2 Reading and speaking
 Look at the photographs and answer these
 questions.
 1 Where do you usually see advertisements?
 2 What advertisements have you been seeing a
 lot recently?
 3 What made you remember those particular
 advertisements?
Advertising sells!
Advertising sells!
2 Reading and speaking
 b Now read the article and list
 the places where advertising
 is used.
 c Read the text again andanswer the questions.
 1 Why do companies
 advertise their products or services?
 2 Why do advertisers use slogans?
 3 What is strange about the Kellogg slogan?
 4 What is one thing advertisers use
 to make people buy their products?
 5 How may shopping changein the near future?
present perfect progressive
present perfect progressive
 Use of Present Perfect Progressive
 puts emphasis on the duration or course of an action
(not the result)Example: She has been writing for two
hours.
 action that recently stopped or is still going on
Example: I have been living here since 2001.
 finished action that influenced the present Example:
I have been working all afternoon.
Form
Usage
+ have/has +
Something
been + inf +ing
has started in
- have not/has
the past and
not + been + inf +
is still going
ing
on
? have/has +
been + inf + ing
Signal
words
Examples
Since, for,
all day, all
the time
etc.
I have been
working all day.
He has been
working.
I have not been..
She has not been..
Has she been..?
Have you been...?
Grammar builder:
present perfect progressive
 Look at these examples and answer the questions
below.
 Advertisers have been using the same techniques for
many years.
 Have you been watching the documentaries on
Channel 5?
 He hasn’t been sleeping well recently.
 1 Does the present perfect progressive indicate a past
activity that is still continuing, or one that is over?
 2 What is the structure of the present perfect
progressive? What are the three verbs used and the
 Complete the sentences with the present perfect





progressive form of the verbs in parentheses.
1 Companies ____________________________ (advertise)
on TV since the 1940s.
2 How long ____________ the game
______________________ (play).
3 Advertisers ____________________________ (use)
slogans for well over 100 years.
4 I’m tired because I ____________________________
(study) for an exam.
5 We ____________________________ (not live) here for
very long, so I don’t know the area well.
 Write two or three sentences about activities that you




have been doing or situations that you have
been living in. In groups, read and discuss your
sentences.
A: I’ve been writing my thesis.
B: When do you think you’ll finish it?
A: In a month or two, I hope.
Listening, writing, and speaking
 Listen to the interview with a marketing expert.
 List the four key factors he mentions for
 marketing a product or a service.




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With another pair, read each other’s plans. Now
imagine the plans have been put into practice,
but the results have not been good. Discuss
the marketing strategies and what should be
changed. In your opinion:
 1 does the other pair have a good product for the market?
 2 have they been selling it at an appropriate price?
 3 have they been promoting it in the right places and in the
right way?
 4 would their promotion convince you to buy the product?
Why? / Why not?
Spotlight on a
corporation
Spotlight on a corporation
Spotlight on a corporation
What is a Corporation?

In a general sense, a corporation is a business entity
that is given many of the same legal rights as an actual
person. Corporations may be made up of a single
person or a group of people, known as sole
corporations or aggregate corporations, respectively.
‫ هي الكيان التجاري الذي يعطى العديد‬
‫ وقد تتكون من شخص واحد أو مجموعة من‬.‫نفس الحقوق القانونية الفعلية‬
‫ والمعروفة باسم الشركات أو المؤسسات العامه او المصلحة العامة‬،‫الناس‬
Word builder: collocation
Speaking, reading, and writing
 Look at the photographs and answer
these questions.
 1 Which company owns this
building?
 2 Which movies or TV shows have
you seen made by this company?
 3 Did you like them? Why? / Why
not?
 What do you know about Walt Disney?
Write three things you
 know about him or his company and tell
your classmates.
In pairs, look at the fact sheets below. Student A,
ask Student
B questions to complete Fact Sheet A. (Student B,
find the
information in your reading passage on page 79);
Student B, ask
Student A questions to complete Fact Sheet B
(Student A, find the
information in your reading passage on page 79).
d Now read both texts to
check your answers. What
other information did you
learn about Walt Disney?
present perfect progressive
vs. present perfect simple
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











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In pairs, look at these examples and answer the questions
below.
A To date, the Disney company has made almost 50 full-length
animated movies.
B Since 1950, it has been making live movies as well as
animated ones.
C I’ve been writing my thesis. I should finish soon.
1 In which example could you use either the present
perfect progressive or the present perfect simple?
2 In which example do you have to use the present perfect
progressive?
3 In which example do you have to use the present perfect?
4 Why do you have to use the present perfect progressive
in one example and the present perfect simple in the
other?
Write two sentences about
something you’ve been doing
and will (or may) continue to do,
and two sentences about
something you’ve done and
completed. In pairs, read your
sentences and talk about them.
Pronunciation: review of numbers
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Read these rules. Then practice the numbers
below.
• With dates, use ordinal numbers. You see:
December 5, 1901; you say: December fifth,
nineteen oh one.
• With money, you see: $8 million; you say: eight
million dollars.
• Large numbers are divided into millions,
thousands, and hundreds: 1,377,468 is one
million, three hundred seventy-seven thousand,
four hundred sixty-eight.
1 January 27, 1989 4 March 4, 2001
2 $4,240 5 $1,499,000
3 270,860 6 8,934,756
Listen and check.
Write four numbers and dates. Read them to a 
partner and ask him / her to write them. Check 
to see if they are correct. 
Listening and speaking
 Work in groups and discuss these questions.
 1 What activities is the Walt Disney
Company
 involved in?
 2 Which Disney products have you bought?
 Listen to the radio interview with a
business
 journalist. Check (.) the business areas
you
 hear for the Disney Corporation.
Listen to the radio interview with a business
journalist. Check (✔) the business areas you
hear for the Disney Corporation.
In groups, think of other big
companies you know.
What areas are they involved in?
Swatch, the watch maker, has now
joined with
Mercedes to make cars!
Lifeline to advertising
and
marketing
advertising and
marketing
Marketing vs. Advertising:
What's the Difference?
 Advertising: The paid, public, non-personal
announcement of a persuasive message by an
identified sponsor; the non-personal presentation or
promotion by a firm of its products to its existing and
potential customers.
 Marketing: The systematic planning, implementation
and control of a mix of business activities intended to
bring together buyers and sellers for the mutually
advantageous exchange or transfer of products.
‫‪advertising and‬‬
‫‪marketing‬‬
‫‪ ‬اإلعالن ‪ ،‬اعالن من رسالة مقنعة من‬
‫قبل الراعي لعرض أو الترويج لمنتجات للعمالء‬
‫التسويق ‪ :‬عمليه منهجية التخطيط والتنفيذ والرقابة على مزيج من األنشطة‬
‫التجارية يهدف إلى الجمع بين المشترين والبائعين لتبادل المنفعة أو نقل‬
‫المنتجات‪.‬‬
Lifeline to advertising and
marketing
 Listening and
speaking
 a In pairs, look at
the quiz and guess
the facts about
advertising.
 b Listen to the first part of a talk on
your answers about general
advertising and check advertising
 c Listen to the second part of the
talk and check your answers about
children and advertising.
Reading and
speaking
 In pairs, discuss
why you
 think
advertisers focus
so
 much on
children.
Purchasing power
 What Does Purchasing Power Mean?
1. The value of a currency expressed in terms of the amount
of goods or services that one unit of money can buy.
Purchasing power is important because, all else being
equal, inflation decreases the amount of goods or services
you'd be able to purchase.
2. In investment terms, the dollar amount of credit
available to a customer to buy additional securities against
the existing marginable securities in the brokerage
account.

‫ماذا يعين القوة الشرائية؟‬
‫‪( ‬تعادل القوة الشرائية) هي النظرية التي تنص على أن أسعار الصرف بين‬
‫العمالت هي في حالة توازن عندما تكون قدرتها الشرائية هي نفسها في كل‬
‫من البلدين‬
‫وهذا يعني أن سعر الصرف بين البلدين يجب أن تتساوي بين البلدين على‬
‫مستوى سعر سلة ثابتة من السلع والخدمات‪.‬‬
‫‪‬‬
Read the article on page 29 
quickly to find the answer 
to exercise 2a. 
 Synonyms are different words with identical or at least
similar meanings
Word builder: synonyms
Match these words from the text
with their meanings.
Writing and speaking
 In pairs, think of an advertisement aimed at
 children. Use the questions in the box and
 the example opposite to help write a description.
Now describe the advertisement to
another pair.
1synonyms
2-household
3-products
4-purchases
5-techniques
1
2
ABC
3
DEF
4
GHI
5
JKL
6
MNO
7
PQRS
8
TUV
9
WXYZ
*
0
#
What’s
out?
90
How I can learn
more?
What I learned?
What I want to learn?
What I know?
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