Transcript How to read with key words

MKTG
&
Job Search
Sergio Pizziconi
Plan of the day
- Review
- Q&A
- Farmers
Insurance
Group’s
campaign
Plan
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)
Typical question: Do/Does/Did + Subject + V(base form)
N.B. When some sort of auxiliary is already in the sentence
USE IT instead of adding to do
Emphatic statement Subj +do/does/did +V(base form)
Skoda is…, Italy/France/Japan is… [WITHOUT
article] BUT The United States of America,
The United Kingdom, The Netherlands
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).
From formal to informal:
Dr. Pizziconi, your course is interesting [NOT: his/her]
Sergio, your course is interesting
“On a first name basis” “May I call you Sergio?”
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 1/2
- Information (uncountable: much information NOT many
informations)
- Economy Vs Economics
- Frequent (a bar, a restaurant) Vs attend (a
course/program/school)
- 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)
FOEs 2/2
• When a word is not used because of its
meaning but as a word to be dealt with, mark it
somehow: The verb can expresses…; The verb
“can” expresses…; The verb can expresses
• What’s wrong in the sentence below?
– Is more correct to use “may” to mean permission.
• Io sono d’accordo  I agree with+N/ to +Vbase
form (clause)…. [NOT: I am agree]
• A Facebook page is/isn’t useful to keep in touch
[NOT for to keep in touch]
Exercise from the A-L session
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: Supermarket Strategies
• After the reading, explain the connection
between the following concepts:
– Differentiate: our company is different from the
competition/ from competitors
– Diversify: within our company, we create new
products (maybe variations), new distribution
channels
– Channel cannibalization: new channels (products)
do not add new buyers/customers, they move them
from older channels (products)
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
Before new readings
• Prepare a piece of paper, say the size of a
“spilletta” with these items:
Last name, first name, student ID#
Circle of modalities
Xxxxxxxxxxxxxxx
Xxxxxxxxxxxxxxx
xxxxxxxxxxxxxxx
Numbered sentences
Modalities and few other functions
obligation
necessity
command
advice
permission
polite
request
ability
hedging
futurity
possibility
likelihood
willingness
Numbered sentences 1/2
1. I would not say that Tom was rude, simply he
might have been too direct.
2. Could you help me with this tax statement form?
3. Would you go to Wal-Mart with me ?
4. Can you read this for me?
5. Can I have another cup of coffee?
6. May I call you later in the evening?
7. You should go talk to your success coach.
8. You might ask for an extension.
9. You might should oughtta do that.
10.I might could do that.
11.You must submit your papers on time.
Numbered sentences 2/2
12.Last week he said he would finish the work by
Saturday.
13.You will go to class everyday!
14.[discussing the answer to a multiple choice
question] It must be C.
15.[discussing the answer to a multiple choice
question] It would be C.
16.[discussing the answer to a multiple choice
question] It could be C.
17.[discussing the answer to a multiple choice
question] It will be C.
18.[discussing the answer to a multiple choice
question] It should be C.