Unit 2, Pt. 2: Language in News Unit 3: Understanding Advertising

1. A. Erica December 2, 2010 EN313 Unit 2, Pt. 2: Language in News Unit 3: Understanding Advertising

2. Get the story

3. News story about your criminal • 80 - 100 words (about 8 lines) • 1 quote from the criminal • Possible questions • What are you in jail for? • What’s the story? What happened? What did you do? • How many years will you be in jail? • Are you guilty?

4. Sources • Quotation • Direct quote • Name goes after the quote • Example: “If I knew anything about news writing, I would be a journalist,” said Mr. Braintree. • Indirect quote • Name goes before or after quote • Example: Dracula revealed that he likes to drink blood only from people with Type A blood. • Drinking blood only from people with Type A blood is something preferred, said Dracula.

5. Vivid words & expressions • Use short, interesting words • Do not use a long word where a short word will do • Ex. She went to the park on the odd occasion. • She went to the park sometimes. • Yesterday swarms of protestors who were frustrated and mad stormed the area. • Yesterday angry protesters stormed the area.

6. Ages, positions, titles • Age • After the name: Tina, 17, went to the zoo. • As a modifier (with “year-old”): The 18-year-old swimmer tried very hard. Positions and titles Can be abbreviated with no period (full stop) Ex. Dr Pol Col Cap

7. Competition Quiz Game Get into groups of 5 – 6 Take out 1 piece of paper for your group Have 1 person be the writer

8. HEADLINES: Fill-in-the-______ 1. European Parliament disappointment ____ Amsterdam sanctions. • At With In 2. Environmental cooperation _______ Asia. • With In On 3. Immigration ______ in the E.U. • Policy Emigration Reflection 4. Cannabis ______ list of drugs. • Tops Is Sneaks 5. ______ Parliament fact sheets. • Illegal Happy European

9. QUOTES: Which is correct? 6. A. Said Margaret, “The flowers are so beautiful I must take some home.” A. President Obama said that the US has a long period of recovery ahead of it. B. “The flowers are so beautiful I must take some home,” said Margaret. B. “President Obama” said the US has a long period of recovery ahead of it. 7.

10. QUOTES: Which is correct? 8. A. Lady Gaga said wearing lipstick everyday completes her outfits. A. Samuel said, “Don’t forget to turn off the lights.” B. Wearing lipstick everyday completes her outfits, said Lady Gaga. B. “Don’t forget to turn off the lights,” said Samuel. 9.

11. In a newspaper article, which one is better? 10. A. Spanish lawmakers have come up with a smart way to save local government’s money: Make chewing gum less sticky. 11. A. People like Krause avoid restaurants and social events that involve food, because there aren’t really that many choices of foods they can eat. B. Spanish lawmakers have created a logical, intelligent, brilliant way to save local government’s money: Make chewing gum less sticky. B. People like Krause avoid restaurants and social events that involve food, because there are so few foods they can eat

12. Billy earns about $70 per month. And he is saving some money to go to college. He spends the rest on records and clothes. Once a month, he has to collect money from his customers. Because many of them work during the day, Billy has to collect the money at night. Sometimes when Billy is sick, his older brother has to deliver the newspapers. Billy has seventy customers now, but he hopes to get more soon. Some day, if he gets many more customers, Billy might win a prize for being an outstanding  newspaper boy. He wants to win a trip to Europe, but he will be happy if he wins a new bicycle.  Billy is fourteen years old and in the ninth grade . He has a part time job which gets him up every morning at five o'clock. He is a newspaper boy. Every morning, Billy leaves his house at 5: 15 to go to the corner where the newspapers are. The newspapers were delivered to the corner by the truck at midnight. He always takes a wagon to carry them.   In winter it is still dark when he gets up, but during the rest of the year it is day light . Billy must deliver the newspapers to the houses of people on his route in all kinds of weather. His customers think he does a good job and sometimes they tip him.

13. Questions 12. Who is this story about? How old is he? 13. What does he do? 14. What does he do with the money he earns? 15. When does he leave home? 16. How many customers does he have? 17. What does he want to win? 18. Write a headline for this article

14. Corrections to writing capitalization Capitalization SpelingSpelling Insert a word punctuation mark Insert a word or punctuation mark VT = verb tense • Simple Present: They walk • Present Perfect: They have walked • Simple Past: They walked • Past Perfect: They had walked • Future: They will walk • Future Perfect: They will have walked

15. Unit 2 Reading • US Plans Housing Reforms

16. Award-winning ad for IKEA

17. BRAINSTORM Think of your favorite advertisements. Why are they your favorite? Why do you remember them? Why are they effective? Now think of ads you hate. Why do you hate them?

18. Volkswagen

19. Appeals in advertising • LEFT SIDE • Logical • Verbal • Mathematical • Deals with words • Facts • Memory • Asks, “why?” • Old-fashioned • Safe • RIGHT SIDE • Associative • Visual • Deals with geometry & music • Playful • Asks “what if?” • Imaginative • Creative • Risk-taking

20. FCB Grid (Richard Vaughn, 1980) THINK FEEL 1 2 HIGH INVOLVEMENT 3 4 LOW INVOLVEMENT

21. FCB Grid THINK FEEL 2 INFORMATIVE (economic) Learn FeelDo HIGH INVOLVEMENT 3 4 LOW INVOLVEMENT

22. FCB Grid FEEL THINK 1 AFFECTIVE (Psychological) Feel  LearnDo HIGH INVOLVEMENT 3 4 LOW INVOLVEMENT

23. FCB Grid THINK FEEL 1 2 HIGH INVOLVEMENT 4 HABITUAL (Responsive) Do  LearnFeel LOW INVOLVEMENT

24. FCB Grid THINK FEEL 1 2 HIGH INVOLVEMENT 3 SATISFACTION (Social) Do  Feel Learn LOW INVOLVEMENT

25. FCB Grid THINK FEEL INFORMATIVE (economic) Learn FeelDo AFFECTIVE (Psychological) Feel  LearnDo HIGH INVOLVEMENT HABITUAL (Responsive) Do  LearnFeel SATISFACTION (Social) Do  Feel Learn LOW INVOLVEMENT

28. E*Trade Commercial

29. Old Spice

31. AllState Car Insurance

32. Grid exercise • Draw the grid. • Make a list of 10 different products. • Place them on the grid.

33. Create! 1. Left-brain (rational) ad. 2. Right-brain (emotional) ad.