Transcript How to read with key words

Readings
&
MKTG
Sergio Pizziconi
Plan of the day
- Review
- Q&A
- Class
discussion
about
the
reading
Plan
assignment ((6)-13 & Supermarket) and a
campaign
EXTRA-CLASS work: read
Chapter 6, pp. 207-210 & p 213 (cover letter) [mark verb
and subject]
Chapter 7, [mark verb and subject]
Start your CV, also search the net and download the
European CV format
Start a template of a cover letter as if applying to a
position advertized (mainly UK: -ised) on
www.jobsite.co.uk
Review 1/3
Phonology: Vowels: exercises from /i/ to /a/ and from /u/ to /ɒ/
(lowering your jaw) from /i/ to /u/ mind driven; puff of air (see IPA
chart). Where accent falls is relevant: 1) OBject (n.) – obJECT (v.),
2) if lost, stress the first syllable, you’re likely to sound right.
Stress movement shortens/weakens previously stressed vowels
(also in writing): proNOUNce  pronunCIAtion
Morphology: ADJ+lyADV; N+lyADJ; V+er N(s.o./s.t. does
V) ;To+N(and most words)V (googleto google; wowto wow);
V + ance/ence  N (differ+ence, perfom+ance)
Adj+ en  V (to make s.o./s.t Adj)
Adj(max2syll.) + er  Adj (comparative: more Adj)
Adj(max2syll.) + est  Adj (superlative: most Adj)
BUT: good – better – best; bad – worse – worst
Review 2/3
Syntax: Verbs: transitive Vs. intransitive (Direct object, Indirect
object, Oblique object) (just hints). passive Vs. active
(mentioned)
AUXILIARY verb for the perfect tenses (actually, aspect)
ALWAYS to have (e.g., Things have changed)
BUT: passive voice (e.g., Rules were changed by the CEO) or
few constructions (e.g., are you finished?)
Phrasal verbs. Verb+ ADV or Prep.
Typical declarative sentence structure: Subj +
Verb +…..
Typical negative: Subject + do/does/did + not+
V(base form)
N.B. When some sort of auxiliary is already in
the sentence……..
Emphatic statement Subj +do/does/did +V(base
form)
Review 3/3
Pragmatics: Do not pick on students or class fellows. “See you
later.” Language varies across jobs.
Think it over before saying “No, this is wrong”
Recommended: “Very interesting point/question. Let
me point out though that…” or some sort of hedging
(softening expression).
Tools: www.thefreedictionary.com Also, the financial and legal
dictionaries within and the Idioms section
Course organization
- University home page:
http://www.economia.unina2.it/suneco/site/it/index
- http://www.economia.unina2.it/suneco/site/it/docenti/
details?username=serpizz
- Facebook page
www.facebook.com/groups/englishSUN
- Posts, surveys, material
- Structured lexicon: maps
- The portfolio: procedures
- Now-Here English Island (on Tue, white kerchief)
FOEs
- Information (uncountable: much information NOT many
informations)
- Economy Vs Economics
- Frequent Vs attend
- I study English Vs I study the English language
- I’m graduated FROM Aversa high school
I graduated FROM/AT Aversa high school
- Such as (listing examples) as (in the function of)
- Comparison and manner: As (+entire clause) like (+noun)
- Wal-Mart is one of the largest employers in the US. In
fact it’s the largest (A dire il vero)
- Industry (usually means productive sector). Plant,
factory (are the words for the place where things are
manufactured)
Exercise
Explain in maximum three lines, the following
exchange:
A: Can I go to the bathroom?
B: Yes, you can but you may not
An ANSWER:
Subject A asks subject B for permission to go to the
bathroom (“Can I go…”). Subject B states that A is able
to go because s/he has the ability to walk to the
bathroom (“you can”). Subject B, however, does not
grant permission to go (“you may not”).
Reading: Skoda
- Look at the chart (not the pics) at the bottom of
page 97. The text-book explicitly explains the
horizontal connections between the terms of the
pairs S-W and T-O. What are the vertical and
slant connections, if any?
- At the time of writing, Skoda’s USP is: ______ ?
What was the previous/former one?
Why does the author describe it as “defensive” on
page 101?
What is the sentence (it must be a declarative one)
in which Subject and Verb are in reversed position?
Reading: Supermarket Strategies
• After the reading, explain the connection
between the following concepts:
– Differentiate
– Diversify
– Channel cannibalization
• The fake interpreter Catherine Tate skit:
https://www.youtube.com/watch?v=QNKn5ykP9PU
Farmers Insurance Campaign
• Clip 1 Jack-in-the-box
• Clip 2 Hail-stone
As usual, try to transcribe
the dialogs as a
comprehension exercise
• Clip 3 Maze
• What is the goal of the campaign?
• What does the register contrast convey?
• What words/textual features convey the
contrast? OR What conveys the contrast?
Watch out for the grammar in these questions.
Look at Verb, subject, and the function of what