UNIVERSIDAD EAN

IDIOMA II

La versión imprimible considera solo una parte de la guía de estudio

autónomo. Por lo tanto, es indispensable revisar cuidadosamente el
ambiente interactivo.

AUTOR
CARLOS SIERRA AMAZO

BOGOTÁ, D.C.
2022
 LEARNING GUIDELINE 3. Advertising

Study Materials
Essential materials

Online Textbook:
Cotton, D., Falvey, D., & Kent, S. (2013). New Language Leader Intermediate.
Essex: Pearson Education Limited. English online software at
https://bit.ly/35gBT9N

Online Platform Course:

Cotton, D., Falvey, D. & Kent, S. (2013). New Language Leader Intermediate.
MyEnglishLab. Essex. English online software at https://bit.ly/321v3To

*Note. To access databases such as E-book, E-brary, EBSCO, ebooks 7-24 among others,
you must:
1. Go to https://login.bdbiblioteca.universidadean.edu.co/menu
2. You must authenticate using your institutional email username and password.
3. Swipe the page to browse or search for a specific database.
4. By clicking on a database, you will be taken to its main page, where you can browse
or search for the referenced material.
5. If you have any questions you can:
• Consult the tutorials of the databases.
• Request personalized or group advice.
• Contact us through our telephone channels 5936464 Ext. 3380/3318/3376, online
WhatsApp +57316 8748114 and / or email [email protected]
Complementary
Hancock, M. (2005). English Pronunciation in Use Intermediate. Cambridge:
Cambridge University Press.
Mascull, B. (2010). Business Vocabulary in Use: Intermediate. Cambridge:
Cambridge University Press.
McCarthy, M. (2004). English Phrasal Verbs in Use. Cambridge: Cambridge
University Press.
McCarthy, M., & O'Dell, F. (2007). English idioms in use. Cambridge: Cambridge
University Press.
Pearson Education. (2007). Longman Business English dictionary. Essex: Longman.
Raymond, M., & Smalzer, W. R. (2000). Grammar in Use Intermediate (Vol. 2nd).
Cambridge: Cambridge University Press.
Smalzer, W. R., & Murphy, R. (2003). Grammar in Use: workbook. Cambridge:
Cambridge University Press.

Online Dictionaries:
1. The Free dictionary: https://www.thefreedictionary.com/
2. Cambridge dictionary: https://dictionary.cambridge.org/es/
3. Merriam Webster: https://www.merriam-webster.com/
4. Collins (diccionario español-inglés): https://cutt.ly/qnjiFW6
6. allBusiness: https://www.allbusiness.com/barrons_dictionary
6. Financial Dictionary: http://financial-dictionary.thefreedictionary.com/

Phonetics
The sounds of American English. University of Iowa. Retrieved from
https://bit.ly/3lYpblS
Free Resources

British Council.
1. Intermediate grammar. Retrieved from https://bit.ly/2F8xv1x
2. Reading. Intermediate B1 level. Retrieved from https://bit.ly/2F8whTY
3. Listening. Intermediate B1 level. Retrieved from https://bit.ly/3h3rVe4
4. Writing Intermediate B1 level. Retrieved from https://bit.ly/35aNkiW

ESL video.com
Listening. Intermediate level: https://bit.ly/35d58Kg

ETS
Reading. Intermediate comprehension tests https://bit.ly/3i1cioC

Activity 1. Input
Learning Purpose

• Using different verb tenses and vocabulary related to business contexts.

• Structuring and developing ideas, and expressing agreement and
disagreement by writing an opinion essay.

Product
• Autonomous activities (submission not required).
• MyEnglishLab: activities and tests (to be submitted on MyEnglishLab).
Instructions for the completion of the product

MyEnglishLab

1. Complete the exercises assigned by your tutor on MyEnglishLab for Unit 5

and Unit 6. These exercises will help you improve your Listening, Grammar,
Vocabulary and Writing skills, and you should complete them all within the
deadline established by your tutor.

2. After completing the activities above, take the test (s) assigned by your tutor.

Autonomous Learning Exercises

1. Go over Learning Object 1 in order to practice some vocabulary related to
Advertising.

2. Try the following links to expand and practice your vocabulary related to
Advertising:
https://bit.ly/3bC8XtY
https://bit.ly/3jRkJTT
https://bit.ly/2EX5SJ7

3. Go over Learning Object 2 in order to learn how to write a paragraph. Take

notes.

4. On the following links, practice what you studied about paragraphs. All these
exercises will be essential to have a great outcome in the writing production
of this guideline.
 Quiz about paragraphs: https://bit.ly/2DA1qPA
Identifying topic sentences: https://bit.ly/2FbjO1E
Organizing sentences: https://bit.ly/3ii6aIA
Linking words: https://bit.ly/3370kDw
Coherence and unity: https://bit.ly/3lXkmt6

5. Go over Learning Object 3 to study the structure of an opinion essay.

6. Check the following link for information on the structure, tips, characteristics
and examples of an opinion essay.
https://bit.ly/3h1hDuJ
https://bit.ly/2F7VT3r

7. Go over Learning Object 4 in order to study the uses and structure of the
Second Conditional.

8. Watch the video you find on the link https://www.youtube.com/watch?v=71u-

NoY4Ag8 in order to have a better understanding of the Second Conditional.
Take notes.

9. Do the following exercises to test your knowledge on the Second Conditional:

https://bit.ly/3byZxza
https://bit.ly/3bzZhjG
https://bit.ly/3lWlwEW

10. Go over Learning Object 5 to study the use and structure of the Relative
Clauses.
 11. Do the following exercise to test your knowledge on Relative Clauses:
https://bit.ly/3h3lQOE
https://bit.ly/3i8N4or
https://bit.ly/2Zd5VXN

12. Interactive Online Games: Practice what you studied about the grammar
component of this guideline through the following games.
Second Conditional:
https://bit.ly/3jVTY0S
https://bit.ly/2ZbpbFl

Face-to-Face Session / Make-up Test

1. You and your group must choose a Colombian company of your preference
and prepare an oral presentation where you include detailed information of
the following:
• Name and kind of company
• Brief history & trajectory
• Small org chart
• Number of employees (approximate)
• Detailed description of the products (images)
• Prices
• Competition (3 companies; brief information about them)
• Target Market
• Advertising strategies by the company
• What you would change in the company (nothing is not an option)
• Why you like it
 • Activity/game related to the product

2. The students who choose to take the Make-up Test will take an Online Test
assigned on MyEnglishLab. It includes Listening, Reading and Language,
and it covers the content of the units studied in the course. The tutor of the
course will assign this test -only to those students- to be taken within the dates
established in the Calendar.
Additionally, a video with the oral presentation of the business idea, including
the aspects mentioned above, must be submitted via Canvas.

Activity 2. Output

Learning Purpose

• Identifying, planning and solving problems in the business contexts.

• Structuring and developing ideas; expressing agreement and
disagreement.

Product
• Video of meeting & Opinion Essay
Instructions for the completion of the product

Oral Production

1. B-Kool is a soft drinks manufacturer, based in New Orleans, USA. The

company is going to introduce a new drink to the market soon, which will
appeal to the 8-14 year-old age group. The drink is made from a mixture of
exotic fruits. When it was tested, children used 3 words to describe it: fresh,
delicious, healthy. The drink will be sold all over the world, so there will be an
international advertising campaign.

The marketing department still has several decisions to make before they
decide on an advertising campaign. To help them, they need some agencies
to present their ideas to the department. B-Kool will probably offer a contract
to the agency which makes the best presentation and has the most creative
ideas.

2. You and your group are the representatives of one of the advertising
agencies. Record a video holding an oral presentation with your proposal of
the advertising campaign for this product. Make sure you include, describe
and explain in detail the following in your presentation:

• Name of your agency

• New name for the drink
• Logo and slogan for the drink
• Design of the packaging (image)
• Advertising media you will use (commercials, radio spots, posters, etc.)
• Ideas to promote the product
• Special promotions
 • Budget

You can add more aspects if you want and remember to be creative in your
presentation!

Specific instructions for the exercise:

• Introduce yourselves at the beginning of the meeting.

• Use the vocabulary of advertising practiced in previous exercises within
this guideline.
• Use visual aids when necessary.
• The video should be recorded on a web tool explained by your tutor, which
should generate a link.
• The meeting should take 8-10 minutes.
• Do not write any script to read during the meeting.
• You can use notes, but your participation cannot depend on them, avoid
reading as possible.
• Each person must use their camera when recording the activity all the time
during the presentation (your face must be clearly viewed).
• All the members of the group have to paste the link of the presentation in
the Word file to be sent through the Activities tab.

Written Production
1. Once you have gone through the material of activity 1, which includes
exercises related to paragraph structure, linkers, punctuation, coherence
 and unity, and the structure and characteristics of an opinion essay, write
a 4-paragraph opinion essay answering if you agree or disagree with the
following statement:

“Some of the methods used in advertising are unethical and unacceptable

in today’s society”.

Try not to exceed 70 words per paragraph and make sure you keep in
mind the examples mentioned.

2. Complete the Writing exercises assigned by your tutor on MyEnglishLab

for Unit 5 and Unit 6, which will provide you some guidance on how to
write an opinion essay. No evidence of this point should be included in
the guide.