2. Using Evidence in Seminars
• This week we are going to talk about the influence of culture &
attitudes on the way that businesses market themselves
• The role of evidence to support your ideas
3. Using Evidence in Seminars
Global Branding
Which of these are international brands?
How are these brands marketed/advertised in your countries?
Is this effective?
Are there any dangers in of using the same adverts in different
countries?
4. Note down the main ideas
Identifying Main Ideas In A Lecture
Oxford EAP p48,task 2
5. Main ideas
The importance of attitudes, values and language in an
international marketing context
Part 1 importance of understanding local values when entering
a new international market
Part 2 importance of language and translation when entering a
new international market
Identifying Main Ideas In A Lecture
Oxford EAP p48,task 2 Answers
6. Decide if the following are main idea (MI) or supporting evidence
(SE)
1. So, firstly, values and attitudes. Let’s look at what is meant by
these two terms
2. For example, a person’s beliefs in relation to a crime or
money, or family
3. So, why is it important for companies to understand values
and attitudes in international marketing?
Identifying Main Ideas In A Lecture
Oxford EAP p49, Task 3
7. 1. So, firstly, values and attitudes. Let’s look at what is meant by
these two terms
2. For example, a person’s beliefs in relation to a crime or
money, or family
3. So, why is it important for companies to understand values
and attitudes in international marketing
Do these phrases introduce a definition/evidence or example?
Identifying Main Ideas In A Lecture
Oxford EAP p49, Task 3 Answers
8. 1. So, firstly, values and attitudes. Let’s look at what is meant by
these two terms Definition
2. For example, a person’s beliefs in relation to a crime or
money, or family Example
3. So, why is it important for companies to understand values
and attitudes in international marketing Explanation
Identifying Main Ideas In A Lecture
Oxford EAP p49, Task 3 Answers
9. Values Attitudes Importance of understanding
values and attitudes
Beliefs about … Beliefs in relation to Influence …
Identifying Main Ideas In A Lecture
Oxford EAP p49, Task 3, No 2 video 3.2
Complete these notes introduced by these phrases:
10. Values Attitudes Importance of understanding
values and attitudes
Beliefs about …
Right / wrong
What is important e.g. crime
money
Beliefs in relation to
Feelings
Culture
Influence …
Customers perceptions and
reactions
Enter countries with similar values –
understand potential problems
Identifying Main Ideas In A Lecture
Oxford EAP p49, Task 3, No 2 video 3.2
11. Using information in lecture in Seminars
What kind of information might be important in lectures?
1. Definitions: Saying what a key concept means is very important in
academic communication. Often there are different definitions, so it is
important to consider all these different ideas
2. Example & Applications: understanding how theories and concepts
are used is a key skill.
3. Explanations : understanding how concepts have developed or how
they are different from a similar concept is important for your
academic development when you go on to your studies.
12. Using information in lecture in Seminars
What kind of information might be important in lectures?
13. X is a term for…
In other words…
How does x work?
To put it another way…
Analysing language for introducing evidence
Task 4 Put these phrases into the correct column
Let me clarify…
What is meant by X is…
Think about…
Let me explain what I mean by…
like…
Lets take X as an example…
Why is it important to…? Well, …
such as…
Giving an example Giving a definition Giving an explination
16. Introducing Supporting Evidence
Phrases for giving an explanation
In other words
How does X work?
To put it another way
Let me clarify
What is meant by X is
Let me explain what I mean by
Why is it important to…? Well
20. Introducing Supporting Evidence
Task 5.4 page 50
Watch Extract 4 Note down 3 main ideas and supporting
evidence:
Main idea Supporting evidence Signposting language
1
2
3
