Salar Lotfi Salar Lotfi

What's in a name?
Upper Intermediate level


In this lesson, students develop their reading and speaking skills and they also learn about some vocabularies related to Brands through guided discovery based on a reading text from The Times. The lesson starts with a discussion about Popular product names. This is followed by skim reading where students read the text very quickly to get an idea about the whole text and answer a couple of general questions. There are two more different types of tasks afterward: "Reading for Detail" in which students read the text more carefully and find words and phrases in order to match with the given definitions.; and a followed up gap fill activity which will help them understand the topic related lexis better. Finally, there is some free practice via a final discussion.


Main Aims

  • The main aim of the lesson is to give Ss practice on "Reading". In particular, "Skim Reading for Gist", "Reading for Detail"

Subsidiary Aims

  • There are two sub aims, Speaking and Vocabulary. After this lesson students will be able use the language of advertising.


Warmer/Lead-in (5-7 minutes) • To make the students interested in the lesson and give them a general idea about the topic of the lesson.

(will be written on the WB) -Ask them to write a popular product name for each of the following items: a car - a soft drink - a perfume - a chocolate bar - a sportswear label e.g. VW - Diet Coke - Opium ICQs: *Are you going to write about one product only? no, for each *Are you going to write more than one product name for each? no just one -Make Ss as groups -Ask Ss to compare what they have written, and answer the following questions: Which of the product names do you like best? Which do you think suits the product best? (Give reasons for your answers) ICQs: Are you going to decide for one name only? no necessarily Are you going to give reasons for your answers? yes -Ask Ss to share their answers with the class. -Ask Ss to discuss the following questions (will be written on the WB) Do you think it's easy to come up with names for new products? What do you think the problems could be? -Ask Ss to discuss the following questions

While-Reading 1 (5-7 minutes) • To provide practice in reading for gist

-Tell Ss that you are going to give them an article about companies which faced problems associated with naming a product -ask them: how many companies faced problems? 7 companies *The company behind "jolly green giant veg" *Clairol * Estee Lauder *TOYOTA *Pepsi *KFC *The company behind "oopsi ! boo boo" baby food #WCFB #monitoring

While-Reading 2 (5-7 minutes) • To further familiarize learners with the text (scanning)

-Tell Ss : now I want you to read the article again and match these summaries to the paragraphs. After they finished matching -Tell Ss to check their answers in pairs. -provide the answers on WB Answers: a3, b4,c1,d6,e2,f8,g5,h7 #monitoring #feedback

While-Reading 3 (5-7 minutes) • To provide students with more challenging detailed reading.

Ask Ss to sit in pairs -Instruct Ss Now, Please fold this HO and do the first part which is finding words and phrases from the article which mean these (pointing at the definitions in the HO) ICQ: Are you going to write one word for each definition: yes #monitoring #WCFB (write the answers on the board )

Exercise (5-7 minutes) • A gap fill activity which will help Ss to better understand the topic related lexis

Ask Ss to turn over the HO and Individually complete the sentences with the words they just learned. Make any necessary changes. ICQ: Are you going to do this in pairs? no Individually After times up, ask them to check in pairs Provide answers on the WB 1-household name, 2-manufacturer 3-slogan 4-golbal, market 5-consumers 6-Advertising Campaign, launched #monitoring #Feedback

Post-Reading (8-10 minutes) • To provide the students with an opportunity to expand on what they have learned -

Write SCORE on the WB Explain SCORE is a way of assessing advertisement and that the letters stand for: Stopping power (does the add make you stop and look?) Credibility (Is the ad believable?) Originality (is it original?) Relevance (Is the image of the add relevant to the product?) Empathy (Can you empathize with/relate to the image?) Now, let's make two groups and each group will be given 5 Magazine and newspaper advertisement. Give each ad a score out of 5 for each of the score criteria/ ICQs: Are you going to score from 1 to 5 for each add? no what is the total score out of for each ad? 25 five criteria, each criteria 5 score, total 25 for an advertisement Ss discuss together and give score and then calculate a total out of 25 for each ad the add with the highest score is their favorite. Ask students to share their favorite with the class. #monitoring #Feedback

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