Before the lesson
Share your views on advertising before the lesson begins.
Listening: The Power of Advertising
The Power of Advertising
This listening task is split into parts. The audio player stays at the top of the page so you can replay it freely — click anywhere on the progress bar to jump to a specific moment. For each part, read the questions first, then listen and answer. You can change your answers until you click Submit; feedback appears once you submit each part.
Reading: Advertising
Read a critical article on the effects of advertising on society, then answer questions.
Advertising
Read the passage carefully, then answer all six questions.
At first, advertising was meant to let people know about the goods on the market. It was as easy as letting people know what you have in your store or what services you provide. Over the years, advertising has become a big business that does more than just inform. It also tries to convince and change people. It's a way to change people's minds.
Advertising has turned into a kind of culture with devoted fans. In this way, it gets the attention of manufacturers and service providers who want to get ahead of their competitors. Unfortunately, to meet the manufacturers' ever-growing needs, advertisers have made most of us want things we don't need and buy more than we should. This is a desire for things that are bad for us and would be better off without. It makes us completely crazy by messing with our minds. We are targeted by billboards, TV, and radio ads from a very young age, which shapes how we see the world as we grow up. In advertising, the catchphrases are "you're cool, hip, sophisticated, and on the hook" if you use this or that product.
People are affected by advertising. Most ads have pictures showing how emotional well-being is linked to getting things and how independence and fun are linked to drinking. Advertising also makes people care more about products than real people, which hurts their relationships with other people. We're trapped in a web of advertising, where brands of beer and cigarettes take over our thoughts and make us forget about our core family values.
When you look at most ads critically, you'll see how persuasive the advertisers are at telling us what, when, how much, and why to buy. But most people think that advertising doesn't affect them. This is exactly what advertisers want us to believe, that "the people decide" in the end. If you think about it, no businessperson who wants to make money would spend so much money to make a 30-second ad that might not even be seen by a hundred people, let alone convince them to buy. How we perceive the impact of advertising on our lives determines what advertisers can get away with.
Vocabulary Practice
Two exercises using key words from the unit: matching definitions and multiple choice.
Advertising — Vocabulary Practice
Work through the two vocabulary exercises below. All words and phrases come from the Advertising passage.
Speaking: Individual Oral
Look at the image. Describe what you see, connect it to a global issue related to advertising or consumer society, and link it to the IB theme of Social Organisation.
Writing Task: Article
IB English B — Writing Task
Enter your name if you would like your teacher to identify your work — this is optional. Click Start when you are ready. The timer will begin immediately.
After the lesson
Complete the survey and compare your views with the start of the lesson.
Teacher Notes
Practise with
- appeal to our emotionsverb
to influence people by making them feel things like happiness, love, or belonging
- capture our attentionverb
to make us notice and focus on something immediately
- commercialadjective
relating to trade or business
- competitionnoun
an event where people try to win by doing something better than others
- constant fearnoun
a feeling of worry that continues all the time about something bad happening
- devoted fans
people who are extremely loyal and enthusiastic about something
- ever-growing needs
wants and desires that keep increasing and are never fully satisfied
- persuasiveadjective
Able to convince someone to believe something or do something.
- positive messagenoun
a statement or idea designed to make people feel good or hopeful
- subconsciousnoun
the part of your mind that influences you without you being aware of it