This document summarizes a business English class about advertising. It includes a review of vocabulary, language concepts like articles, and a case study on viral advertising. The class covered defining advertising terms, practicing articles, and discussing how Dove's "Real Beauty" campaign became viral through Internet distribution. For homework, students were assigned exercises reviewing advertising vocabulary, articles, and skills from the lesson like delivering a brief presentation on creating a viral marketing campaign.

1. Advertising
Business English
Week 5
Professor Hayashi

2. Today’s Class
 attendance / homework
 review
 vocabulary
 language review – articles
 useful language
 case study

3. Review – Change
Multiple Choice
Match the definition & the correct word:
1. To distribute the administrative
functions or powers among several
local authorities.
(a) relocation
(b) reorganization
(c) decentralization
2. To reduce in importance, esteem, or
value. To demote a person to a
poorer job.
(a) retrain
(b) downgrade
(c) deregulate
3. To make a basic change, alter the
makeup or pattern of a given
organization.
(a) redevelop
(b) restructure
(c) downsize
4. To reduce expenditures by letting go of
employees.
(a) relocate
(b) downgrade
(c) downsize
5. To improve or enhance one’s skills or
job.
(a) upgrade
(b) retrain
(c) restructure

4. Review – PS & PP
Would you use past simple (I visited) or present perfect
(I have visited) or both with these time expressions?
- in 2003
- yesterday
- since 2007
- recently
- six months ago

5. DEFINITION WORD
A company that is at least half-owned by another
company
The main office or building of a company
A place through which products are sold
A building for storing goods in large quantities
A large building (or group of buildings where goods
are made (using machinery)
Subsidiary
Headquarters
Outlet
Warehouse
Factory/Plant
Review –Vocabulary

6. Review - Noun Combinations
Which is the most suitable noun combination?
1. a) the class of yesterday
b) yesterday’s class
c) yesterday class
2. a) a note of absence
b) an absence’s note
c) a note’s absence
3. a) a 3-stars hotel
b) a hotel’s 3 star
c) a 3-star hotel
4. a) a letter’s head
b) a letter of head
c) a letterhead
5. a) a four-day week
b) a week of four days
c) a four week day

7. Shout out!
 Name as many expressions from the useful language on:
MANAGING MEETINGS
Starting/Setting objectives/Asking for reactions/Dealing
with interruptions/Keeping to the point/Speeding
up/Slowing down/Summarising
NETWORKING
Greetings/Responding/IntroducingYourself/Introducing
Someone Else/Talking about common interests/Talking
about your company/Networking

8. VOCABULARY
Page 44 – exercise B
1 = advertising media
2 = methods of advertising
3 = verbs to do with advertising
cinema, exhibitions, Internet, outdoor advertising,
point-of-sale, press, radio, television
advertorials, banner ads, billboards/hoardings, commercials,
free samples, leaflets/flyers, pop-ups, posters, product
placement, sponsorship, viral advertising
communicate, endorse, place, run sponsor, target

9. Vocabulary
 Page 45 – exercise E
1. free samples
2. slogans
3. endorsement
4. word of mouth
5. mailshots

10. Articles

11. Language Review
 Page 48 – ARTICLES
 Do exercise C
ANSWERS:
1.THE advertising code ….. THE advertising
industry
2.OK!
3.THE most successful …. of THE 20th
century
4.amongst THE UK adult population
5.THE USA.

12. Viral Advertising

13. Language Review
 Exercise D – Page 48
…. People also started asking questions, like did it feature a
real gorilla playing (the) drums?
So what role did the extraordinary take-up of the gorilla ad
on the Internet play….
And was the success ….. ‘viral’ distribution of its advertising
on the Internet …. spoof versions of the gorilla campaign.
The gorilla commercial is the most viewed….

14. Useful Language
 Page 49
Prepare and deliver a short three-minute presentation that describes the
method of creating a viral campaign for this product:

15. Homework!
 Page 63 – 64 : Advertising review
Vocabulary,Articles, Skills Exercises