IX. Analysing advertisements
Working in groups of three or four, look through some recent magazines and newspapers and find two advertisements for different brands of the same product. Use the following checklist to compare the two advertisements you have chosen.
ü What are the target markets for the two advertisements?
ü What benefits do the advertisements emphasize? (comfort safety, esteem luxury, etc.)
ü Compare the language used in the slogans. Does it attract attention quickly? Is it humorous?
ü What technique is used in the text (or copy) of each advertisement: is it factual, does it contain a celebrity endorsement, is there no text at all? Is the price mentioned?
ü Comment on the artistic content of the advertisements (photography, special graphics, etc.)
ü Which advertisement do you think will sell the most products? Which is the most creative? Is there anything you would change in either of the ads?
Once your group has answered these questions, present your analysis of the advertisements to the rest of the class.
UNIT VIII
MAKING A PRESENTATION
I. Practice the pronunciation of the following words:
presentation [ ], foreign [ ], challenge [ ], guideline [ ], invaluable [ ], appropriate [ ], audience [ ], transition [ ], particular [ ], distribute [ ], explicit [ ], microphone [ ], question [ ], gesture [ ], emphasize [ ], mannerism [ ], expectation [ ].
II. Translate the following words and word combinations into Russian and learn them by heart:
| - challenge - venue - facilitie - visual aids - to rehearse - to digres | - to tend to do - appropriate questions - to highlight points - to provide gestures - to make a presentation |
III. Read and translate the text.
MAKING A PRESENTATION
Making a presentation in a foreign language is a difficult task and represents a challenge that can be a stressful experience, especially if you have never given a presentation before. These guidelines contain invaluable advice about all aspects of presenting, and include appropriate language to use in order to signpost your talk clearly so that your audience can follow the transitions between the different sections.
Experts advise: Start on time, do not wait for latecomers. Introduce yourself and your subject. Outline what you're going to talk about: describe the different sections of your talk. You should plan how long you're going to spend on each point and keep to these timings. Don't labour a particular point and spend too long on something. And don't digress unless you have a particular purpose in mind. Finish on time, don't run over. It looks bad if you don't have time to finish all your points and answer questions.
You can use visual aids (computer screen, flipchart, projector) to help the audience follow you and focus on the key points. Before or while giving a presentation distribute handouts to make the information more explicit.
Voice
The audience must be able to hear and understand what you are saying. Speakers tend to speak too softly, too fast and without pausing or varying the tone of voice. Project your voice to the back of the room, but don't shout. Don't ask if people at the back can hear. Check the volume (loudness) of your voice beforehand. Use a microphone if you need one. Don't hold it too close to your mouth. Whether using a microphone or not, speak in a natural tone of voice. Don't speak in a monotone, vary the pitch of your voice. Pay careful attention to when you include pauses, volume changes and variations in tone of voice. Say whether people should ask questions during the talk, or at the end.
You can practice by speaking about something you know or have an opinion about.
Body Language
Adopting the right body position and using appropriate gestures to show interest, highlight points, and keep your audience's attention are important factors. Address your audience as 'you' as this helps to make both sides feel closer and makes you more relaxed. Remember:
ü Make eye contact with the audience, turning your head so that you regularly look at every member of the audience.
ü Don't speak to the equipment or the screen: face the audience at alltimes.
ü Move around a little if you are standing, and vary the position of your upper body if you are sitting down. Use your hands and arms to provide gestures to emphasize key points. But avoid mannerisms (ways of moving and speaking which you do repeatedly without realizing).
ü Smiling is fine at appropriate moments, but not too much.
ü Experts say that you can gain the audience's attention in a presentation by: telling an anecdote (a story, perhaps a personal one); mentioning a really surprising fact or statistic; stating a problem; asking a question.
Of course, it is important to respect the cultural expectations of you audience.