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UNIT TWO

UNIT TWO. THE BIG MAKEOVER (p. 18, 19) CORPORATE SOCIAL RESPONSIBILITY (p. 22, 23). How would you describe its corporate image?. Unit 2: The BIG McMakeover. BA, p 18. Task 1: Discuss with a partner & fill in. Task 2: Reading for gist → fill in the missing info.

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UNIT TWO

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  1. UNIT TWO THE BIG MAKEOVER (p. 18, 19) CORPORATE SOCIAL RESPONSIBILITY (p. 22, 23)

  2. How would you describe its corporate image?

  3. Unit 2: The BIG McMakeover BA, p 18 Task 1: Discuss with a partner & fill in Task 2: Reading for gist → fill in the missing info Why was the company in trouble in the 1990s? How has MD changed its image recently (look, menu, corporate values)?

  4. READING FOR GIST: VOCABULARY McDonald’s came to represent ob_ _ _ _ y,d_ _d-e_ _ jobs and health s_ _ _ es related to meat co_ _ _ _ _ _ ion. Restaurants have been r _ _ _ _ _ ed. The new look is described as “s _ _ _ k”, “green” and as “c_ _ _ _ _ ful r_ _ _ o modernism” The menu is h _ _ _ _ _ _ _ _. McDonald’s now offers a r_ _ _ _ of salads and fresh fruits.The products are l _ _ _ lled as organic and f_ _ _ - range, and are s _ _ _ _ed ethically. MD wants to give the m _ _ _ _ _ e that environmental c_ _ _ _ _ _ s and healthy eating are new c_ _ _ corporate v_ _ _ es.

  5. → Reading for gist McDonald’s came to represent obesity,dead-end jobs and health scares related to meat consumption. Restaurants have been restyled. The new look is described as “sleek”, “green” and as “colourful retro modernism” The menu is healthier. McDonald’s now offers a range of salads and fresh fruits.The products are labelled as organic and free-range, and are sourced ethically. MD wants to give the message that environmental concerns and healthy eating are new core corporate values.

  6. 2 Corporate image, BA p 18-19 Reading for detail: 3 & 4 5 How would you describe the attitude or s_____ of the writer towards the subject matter? Why? List 3 pieces of evidence: • distaste of the original style (e.g.???) • ironic distance created by • use of quotation marks (e.g. ???) • extravagant and rethorical language (e.g. ???) • a sentence which effectively undermines the image McDonalds is trying to project ??? sceptical

  7. CSR

  8. CSR

  9. CORPORATE SOCIAL RESPONSIBILITY JUST PAYING LIP SERVICE ? A TOKENISTIC PR EXERCISE ? A SMOKESCREEN? A FRAUD? OR GENUINELY CONCERNED ABOUT THE PUBLIC GOOD?

  10. Corporate social responsibility, BA 22-23 1Fill in the spaces 1 responsibility 2 hypocrisy 3 environment 4 brand 5 profits FOR AGAINST AGAINST FOR AGAINST

  11. Discussion Critical attitudes to CSR: • Economic liberals ??? • Social liberals ??? The roles of CSR in conventional business: • part of risk management • element of HR strategy (aids r _ _ r _ _ _ment & r _ t _ _ _ion) • part of brand differentiation (projecting distinct e_h_ _ _ _ values buildsc_ _ _ _ _er l_ _ _ _ _ _) It distracts from main purpose It is “putting lipstick on a pig”

  12. Discussion Critical attitudes to CSR: • Economic liberals ??? • Social liberals ??? The roles of CSR in conventional business: • part of risk management • element of HR strategy (aids recruitment & retention) • part of brand differentiation (projecting distinct ethical values buildsconsumer lolyalty) It distracts from main purpose It is “putting lipstick on a pig”

  13. Corporate social responsibility, BA 22-23 Listening Vocabulary? Match please: 1 to coin 3 fully and clearly expressed 2 enhance 1 to devise a new word / phrase 3 explicit 4 a nearby, surrounding region 4 vicinity 2 to make greater, improve

  14. 2.3 Corporate social responsibility BA, p 22 HW: 1 Reading, Task 6 & Vocabulary 2 What examples of smokescreens, paying lip service and tokenistic PR exercises can you think of? Research the topic and get ready to report at least one example next time. 3 Possible summary task: The Big McMakover

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