LESSON PLAN School Lagao National High School Grade Level Grade 12

Teacher MARGIE T. JAVIER Learning Area EAPP

Teaching Dates August ___, 2022 Quarter 1st

The learner…
I. OBJECTIVES 1. Differentiate academic texts from non-academic texts;
2. Examine an academic text to establish its nature and characteristics;
3. Evaluate academic texts based on its use of language.
A. Content Standard The learner acquires knowledge of appropriate reading strategies for a better understanding
of academic texts.
B. Performance The learner produces a detailed abstract of information gathered from the various academic
Standard texts read
C. Learning The learner differentiates language used in academic texts from various disciplines
Competencies CS_EN11/12A-EAPP-Ia-c-2
D. References Laurel, M. et.al (2016). English for Academic and Professional Purposes: Teacher’s Guide
E. Resources Self-Learning Modules, textbooks, videos, answer sheets, ppt, additional hand-outs
II. CONTENT Language Used in Academic Texts from Various Disciplines
A. Preparation
III. PROCEDURE Preliminary Activities
1. Prayer
2. Checking of Attendance
3. Establishing class rules
4. Pre – Assessment

Directions: Fill out the table to differentiate academic text from non-academic text.
Choose your answers from the box.

Formal To inform and/or validate idea

To entertain Subjective
Related literature Research papers, Reports
Contains slang and colloquialisms Diaries, Informal essays
Introduction-Body-Conclusion Objective
No fixed structure Public
Scholarly audience Everyday events

Characteristics Academic Text Non-academic Text

Audience Scholarly audience Public
Purpose To inform To entertain/To Inform
Structure Introduction-Body- No fixed structure
Conclusion
Language Formal Contains slang and
colloquialisms
Style Objective Subjective
Source of content Related literature Everyday events
Examples Research Papers, Reports Diaries, Informal essays

Directions: Read the following sentences and check the box that best fit the category.
FORMAL
o My essay will make it clear that the use of marijuana as a medicinal drug is not good.
o The present paper will clarify that the use of marijuana as a medicinal drug proves
to be unorthodox.
IMPERSONAL
o The researchers found out the leading factor of students’ absenteeism.
o My classmates and I found out the leading factor of students’ absenteeism.
PRECISE
o Approximately 75% of the group agreed to join the rally.
o Around half of the group agreed to join the rally.
OBJECTIVE

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 o In my opinion, the method involved to obtain the needed information was
frustrating.
o The method involved to obtain the needed information proved to be challenging.

5. Motivation (Let’s Warm Up)

Can you tell the different usage of PPE in various disciplines?

COOKERY
HAT APRON GLOVES NON-SLIP SHOES
___________________________________________________________________
___________________________________________________________________

MEDICINE
RESPIRATOR MASK DISPOSABLE GOOGLES FULL-FACE VISOR FACEMASK
___________________________________________________________________
___________________________________________________________________

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III. ACTIVITY
Directions: Carefully read the text below and answer the questions that follow.

Using celebrities in advertising dates back to the late nineteenth century, and this
common advertising practice has drawn a considerate amount of academic and practical
attention (see Erdogan 1999 for an extensive review). Most academic investigations of
celebrity endorsement have been contextualized in the realm of source credibility and
attractiveness models, and suggest that celebrities exert their influence on consumers
through perceived attributes such as expertise, trustworthiness, attractiveness,
familiarity and likeability (Ohanian 1990, 1991).

Another stream of research on celebrity endorsement, which is labeled the

“match-up hypothesis,” has examined the fit or match between a celebrity and the
product being endorsed, and maintains that celebrity endorsement is more effective
when the images or characteristics of the celebrity are well matched with the endorsed
products. In similar vein, McCracken suggests that a “celebrity who best represents the
appropriate symbolic properties” of the product should be selected, thus highlighting
the importance of the cultural meanings of the celebrities in the endorsement process.
Celebrities embody a collection of culturally relevant images, symbols, and values. As
images of the celebrities become associated with products through endorsement, the
meanings they attach to the products are transferred to consumers through purchase
and consumption. Therefore, the practice of celebrity endorsement should be closely
related to the cultural context in which the images of celebrities are formed and
individual celebrities are selected to be linked with particular products.

For advertising practitioners, employing an appropriate celebrity endorser to

promote a product is important but a difficult task. For instance in the theoretical
literature, professionals at advertising agencies and their client companies in the United
States and the United Kingdom cited celebrity attributes such as image, trustworthiness,
and familiarity, as well as the fit between the celebrity and the product, as important
factors for choosing the appropriate endorsers.

Other highly ranked decision factors include celebrity/target-audience congruence,

costs of securing the celebrity, the celebrity’s risk of controversy, and the celebrity’s
prior endorsement. As suggested by Erdogan, Baker and Tagg (2011), the perceived
importance and the actual use of endorser selection criteria may vary from culture to
culture. Differences in the entertainment industry and agency business, and more
broadly, in the cultural environments are likely to influence the execution of the
celebrity endorsement strategy across countries.

Arguing for standardized advertising across countries, some contend that

consumer demands and tastes have become similar on a global scale (Levitt 1983;
Taylor and Johnson 2002) and that using celebrities with worldwide recognition in
advertising is an effective means of overcoming cultural difficulties. Others claim that
despite some observed convergence among consumers around the world,
fundamental values still remain divergent across cultures. Therefore, international
advertisers cannot assume that the same advertising technique should be uniformly
applied or that it will be equally effective in different. Yet research on similarities and
differences between cultures in the use of celebrity endorsement in advertising is
scarce, despite the potential cultural influence on this technique as speculated in the

IV. ANALYSIS 1.What is the tone and purpose of the text?

Based from the text you have read, answer the following questions below.
2. Who is the target audience of the text?
3. How would you describe the language used in the text?
4. What is the impact of citing references in a text?
5. How does the structure of the text help you to understand more about celebrity
endorsement in different countries?
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 1. Objective/Formal (other related answers), to inform
2. Scholarly audience/academia (other related answers)
3. Answers may vary
4. It makes an academic text reliable and credible. (other related answers)
5. Answers may vary

V. ABSTRACTION Deepening:
To start the discussion, the teacher will give an introductory statement to present the
new lesson, then, the students are asked to share their ideas or knowledge about the topic
(and explain base on their understanding) to have an interactive discussion. After the
students are done with their explanation, the teacher will clarify the vague areas in the
concepts and explain further what the students miss to discuss.

Nature and Characteristics of an Academic Text

An academic text is a reading material that provides information which include concepts and
theories that are related to the specific discipline.

The following are considered as academic texts: Research Paper, Conference Paper,
Feasibility Study, Thesis/Dissertation, Reviews, Essay, Academic Journals, Reports.

Structure. Unlike fiction or journalistic writing, the overall structure of an academic text is
formal and logical (Introduction, Body, Conclusion). It must be cohesive and possess a
logically organized flow of ideas; this means that various parts are connected to form a
unified whole.

Tone. The overall tone refers to the attitude conveyed in a piece of writing. The arguments
of others are fairly presented and with an appropriate narrative tone. When presenting a
position or argument that disagrees with one’s perspectives, describe the argument
accurately without loaded or biased language.

Language. It is important to use unambiguous language. Clear topic sentences enable a

reader to follow your line of thinking without difficulty. Formal language and the third person
point-of view should be used. Technical language appropriate to the area of study may also
be used, however it does not mean using “big words” just for the sake of doing so.

Citation. Citing sources in the body of the paper and providing a list of references as either
footnotes or endnotes is a very important aspect of an academic text. It is essential to always
acknowledge the source of any ideas, research findings, data, or quoted text that have been
used in a paper as a defense against allegations of plagiarism.

Complexity. An academic text addresses complex issues that require higher-order thinking
skills to comprehend.

Evidence-based Arguments. What is valued in an academic text is that opinions are based on
a sound understanding of the pertinent body of knowledge and academic debates that exist
within, and often external to a specific discipline.
Thesis-driven. The starting point of an academic text is a particular perspective, idea or
position applied to the chosen research problem, such as establishing, proving, or disproving
solutions to the questions posed for the topic.

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 Academic Language
Academic Language refers to the oral, written, auditory, and visual language proficiency
required to learn effectively in schools and academic programs. It is also the language used in
classroom lessons, books, tests, and assignments. It is the language that students are
expected to learn and achieve fluency in.

Why is academic language so important?

- Students who master academic language are more likely to be successful in academic and
professional settings

What is difference between academic language and social language?

Social language is the simple, informal language we use when talking face to face with family
members and friends. It allows us to use contemporary or slang terms like “cool,”
“awesome,” or “dude.” We can also communicate feelings, needs, and wants using symbolic
hand gestures for drink, eat, hot, cold, hurt, or tired. Social language also includes writing
emails, friendly letters, and texts or retelling stories.

Academic language is different from everyday social language. It is the vocabulary students
or adults must learn to succeed in the classroom or in the workplace. We use academic
language to describe and comprehend complex ideas, process higher-order thinking, and
understand abstract concepts. Academic language is what students read in textbooks and on
tests and what they hear during instruction in the classroom. Students with limited or low
academic language skills are more than likely to have low academic performance in
classroom settings.

Some of the differences between social and academic language that students should look for
include:

Social Language Academic Language

repetition of words variety of words, more
sophisticated vocabulary
sentences start with “and” and sentences start with transition
“but” words, such as “however,”
“moreover,” and “in addition”
use of slang: “guy,” “cool,” and No slang
“awesome”

CHARACTERISTICS OF ACADEMIC LANGUAGE

FORMAL It should not be conversational and casual. Avoid colloquial and idiomatic
expressions, slang, and contractions.
VI. APPLICATION X dig in
X cup of tea
X dude
X don’t
IMPERSONAL Do not refer to yourself as the performer of actions. Do not use personal
pronouns.
For example:

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 “It is commonly said that”… instead of “Many of my friends and
colleagues say that…”
“Research revealed that…” instead of “I discovered that”
PRECISE The facts are presented accurately. The choice of words are appropriate.
The use of technical terms to achieve precision is applied.
For example:
“85% of the population”, “The results are okay (satisfactory).”,
asphyxiation (medical term)
OBJECTIVE It is unbiased, based on facts and is not influenced by personal feelings.
For example:
“The essay on… is distressing.” instead of “I do not like the essay”

Directions: Using the criteria, evaluate the language of the following sample of academic
texts from various disciplines.

A. This essay intends to investigate whether there is a causal relationship between

music listened to and the mood of individuals. Additionally, it will seek to explore whether
this relationship is used in advertising to encourage people to spend money.

B. This essay on how the lyrics of hip-hop developed as a form of protest against a
VII. ASSESSMENT society segregating the working classes based on the premise of the music having a distinct
and energizing rhythm that really inspires people to move, thereby reaching out to
audiences who wouldn’t normally believe in protest, let alone speak out in public.
Thus, the music becomes a vehicle for words of protest that can and indeed have changed
the world.

C. The researcher found out that the male population has a higher chance of being
hired compared to the females. Eighty percent of the employers stated that since females
are privileged with maternity leave, they leave their work for some time resulting to a
decline on the overall production of the company. I think this is very judgmental on the
part of the employers. It goes against the Women Empowerment Movement. I strongly
urged the employers to rethink their choices because women are great workers.

D. This essay is focused on investigating the photo tactic responses of three different
species of fish that occupy different areas of an aquarium: danios (Danio rerio), which group
near the surface of the water, black skirt tetra (Gymnocorymbus ternetzi), which swim in
the middle of the tank, and kuhli loach (Pangio kuhlii), which swim near the bottom of tank.
It is anticipated that they will respond differently to light according to their niche with the
tank.

E. As a student, I want to understand how Multiple Intelligences Theory affect

students’ learning. For example, I learn better when I listen to music while my circle
of friends learn best when they discuss the lesson together. I believe that all of us are
unique. We have our own ways to excel in school. That’s why I want to conduct a study on
this particular matter.

Characteristics of A B C D E
Academic Language
Does the text use a formal Yes Yes No Yes No
language? (Yes/No)
Is the language Yes Yes No Yes No
impersonal? (Yes/No)
Are the choice of words Yes Yes No Yes No

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 appropriate for an
academic text? (Yes/No)
Does the text use technical Yes No Yes, Yes No
terms? (If yes, write 1 term Casual Maternity Phototactic
found in the text./No) relationship leave

Is the academic text Yes Yes No, I think I Yes No, I

objective? (Yes/If No, write strongly want/I
2 phrases that indicate urged (Other have
subjectivity.) related (Other
answers) related
answers)

Directions: Read each statement carefully and identify whether each statement is true
or false. Write T if it is true and F if it is false.

__T__1. An academic text should clearly state its thesis, argument or proposition.
__T__2. It is acceptable to include one’s judgment but should be supported by evidence.
__T__3. Both academic and non-academic texts can be used to inform.
__F__4. Both academic and non-academic texts employ the use of informal language.
__F__5. Academic texts can use first person point-of-view and include one’s emotional
attachment to the topic.

Directions: Using the Venn diagram, compare and contrast the characteristics of
academic texts from non-academic texts

Academic Non- Academic

Text Text

Directions: Read the academic texts from various disciplines and evaluate each text
using the table provided.

A. Infection after consumption of fresh duck blood and undercooked poultry products has
been suspected in some cases of illness. Indeed, transmission to felids was observed after
experimental feeding of infected chickens to domestic cats, and feeding tigers raw infected
chicken led to outbreaks of illness in Thai zoos, in which felid-to-felid transmissions were also
implicated. Infected birds shed high concentrations of virus in feces. Direct intranasal or
conjunctival inoculation while swimming in contaminated water or, perhaps, inhalation or
ingestion of water could have been potential modes of transmission to some H5N1– infected
patients. As for human influenza, hand contamination from fomites and self-inoculation into
the eye or upper respiratory tract remain possible modes.

B. The number of calories burned during an exercise depends on various factors including
body weight and the type of exercise. For example, an individual weighing 59 kilograms (130
pounds) would expend roughly 500 calories per hour swimming or playing basketball.
However, this same person would burn an estimated 200 walking or playing table tennis. In
order to survive and maintain body weight, the average individual requires approximately
2000 to 2500 calories per day. Gaining or losing weight is a simple process. Add and subtract
7,700 calories over the course of time to gain or lose a kilogram. Nutrition has nothing to do

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with it. It is all about calories.

C. Wrigley’s chewing gum was actually developed as a premium to be given away with other
product rather than as a primary product for sale. As a teenager, William Wrigley Jr. was
working for his father in Chicago selling soap that has been manufactured in his father’s
factory. The soap was not very popular with merchants because it was priced at 5 cents, and
this selling price did not leave a good profit margin for the merchants. Wrigley convinced his
father to raise the price to ten cents and to give away cheap umbrellas as a premium for the
merchants. This worked successfully, confirming to Wrigley that the use of premium was an
effective sales tool.

D. As a learner-centered process to second language (L2) writing, peer response has been
widely adopted and studied since the 1990s (Hyland &Hyland, 2006). The dialogic nature of
peer response seems to foster multiple support systems (Hyland, 2000) and communicative
behaviors (Villamil & de Guerrero, 1996). L2 research has shown that peer response can
increase chances for meaning negotiation and language practice (Lockhart & Ng, 1995;
Mendonca & Johnson, 1994), encourage collaborative reading and writing (Tsui & Ng, 2000),
and promote writing revisions (Berg, 1999; Mendonca & Johnson, 1994;; Min, 2006, 2008;
Stanley, 1992). These interactive practices appear to draw upon and enhance interactional
and writing skills.

E. The results show that there is a lack of awareness in Singaporean Muslim towards Islamic
banking products and services in Singapore. However, Singaporean Muslims, on average still
accept the operation and believe that it is crucial to have more Islamic banking in Singapore
in the future. Factors of bank selection also are as indicators to gauge which services needed
to be improved so that local Muslims are attracted to set up an Islamic banking account.

A B C D E
1. In what discipline Health Health Business Education Commerce
could this text belong (other (other (other (other (other
to? related related related related related
answers) answers) answers) answers) answers)
2. What type of Formal Formal Formal Formal Formal
language does the
article use?
3. Who are the target Academia/ Mass Mass Public Academia/ Academia/
audience of the text? Scholarly Public Scholarly Scholarly
Audience Audience Audience
4. Is the text objective Objective Objective Objective Objective Objective
or subjective?
5. What is the To Inform To Inform To Inform To Inform To Inform
purpose of the text? (other (other (other (other (other
related related related related related
answers) answers) answers) answers) answers)

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VIII. ASSIGNMENT

Directions: Write a short essay on your thoughts about the use of language
in academic texts for various disciplines.

Prepared by:

MARGIE T. JAVIER
Master Teacher II

Checked & Monitored by:

JUNELLEN B. PANESA FRANCISCO M. ESPINOSA, PhD

Assistant to the Principal Principal IV

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Directions: Carefully read the text below and answer the questions that follow.

Using celebrities in advertising dates back to the late nineteenth century, and this
common advertising practice has drawn a considerate amount of academic and practical
attention (see Erdogan 1999 for an extensive review). Most academic investigations of
celebrity endorsement have been contextualized in the realm of source credibility and
attractiveness models, and suggest that celebrities exert their influence on consumers
through perceived attributes such as expertise, trustworthiness, attractiveness, familiarity
and likeability (Ohanian 1990, 1991).
Another stream of research on celebrity endorsement, which is labeled the
“match-up hypothesis,” has examined the fit or match between a celebrity and the
product being endorsed, and maintains that celebrity endorsement is more effective
when the images or characteristics of the celebrity are well matched with the endorsed
products. In similar vein, McCracken suggests that a “celebrity who best represents the
appropriate symbolic properties” of the product should be selected, thus highlighting the
importance of the cultural meanings of the celebrities in the endorsement process.
Celebrities embody a collection of culturally relevant images, symbols, and values. As
images of the celebrities become associated with products through endorsement, the
meanings they attach to the products are transferred to consumers through purchase
and consumption. Therefore, the practice of celebrity endorsement should be closely
related to the cultural context in which the images of celebrities are formed and individual
celebrities are selected to be linked with particular products.
For advertising practitioners, employing an appropriate celebrity endorser to
promote a product is important but a difficult task. For instance in the theoretical
literature, professionals at advertising agencies and their client companies in the United
States and the United Kingdom cited celebrity attributes such as image, trustworthiness,
and familiarity, as well as the fit between the celebrity and the product, as important
factors for choosing the appropriate endorsers.
Other highly ranked decision factors include celebrity/target-audience congruence,
costs of securing the celebrity, the celebrity’s risk of controversy, and the celebrity’s prior
endorsement. As suggested by Erdogan, Baker and Tagg (2011), the perceived
importance and the actual use of endorser selection criteria may vary from culture to
culture. Differences in the entertainment industry and agency business, and more
broadly, in the cultural environments are likely to influence the execution of the celebrity
endorsement strategy across countries.
Arguing for standardized advertising across countries, some contend that consumer
demands and tastes have become similar on a global scale (Levitt 1983; Taylor and
Johnson 2002) and that using celebrities with worldwide recognition in advertising is an
effective means of overcoming cultural difficulties. Others claim that despite some
observed convergence among consumers around the world, fundamental values still
remain divergent across cultures. Therefore, international advertisers cannot assume
that the same advertising technique should be uniformly applied or that it will be equally
effective in different. Yet research on similarities and differences between cultures in the
use of celebrity endorsement in advertising is scarce, despite the potential cultural
influence on this technique as speculated in the literature.

10
Website for this LP

https://www.studocu.com/ph/document/university-of-san-agustin/bachelor-of-arts-in-communication/english-for-
academical-and-professional-purposes-module-1/17205209

Articles, e-mail messages, text messages, journal writing, and letters 

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