E7 M - Advertising and buying decisions

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E7 M - Advertising and buying decisions

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E7 M - Advertising and buying decisions

Mini-description: Explore how pictures, slogans and selected information can influence a buying decision. You will look closely, listen, read, speak and write about ads. The course is for English, Klasse 7, M-Niveau.

Quick start – Look for 20 seconds. Which product would you notice first? Why?

Try in English: I notice ... first because ... The colour / picture / position catches my eye.

I can ...

1. I can identify a slogan, a claim and a target group.
2. I can explain how a picture or slogan may influence attention.
3. I can find important information that an ad gives – and information it leaves out.
4. I can give reasons for my opinion with because, but and so.
5. I can compare two ads and make a careful buying decision.
6. I can speak clearly in a short pair talk or mini-presentation.

Before you start: What do you already know?

Match these words in your head with an example: ad – product – price – slogan – picture – target group.

Try first. Then use the context below if you need help.

A billboard is a large outdoor advertising space. What can an advertiser use to make people look at it quickly?

Hint: Think about size, colour, picture and short text.

German help if needed: Ein Werbeplakat muss oft in sehr kurzer Zeit Aufmerksamkeit erzeugen.

Einleitung

Advertising gives us information, but it also tries to make a product attractive. A good media detective asks:

1. What do I see?
2. What does the ad say?
3. What does the ad want me to feel or do?
4. What useful information is missing?

This course follows the path: notice → understand → try → use → communicate → feedback → improve → use again.

Notice: Pictures and first impressions

This is a historical advertisement. Look at it before reading more.

Task: Find one detail that catches your eye. Then finish: The picture makes the product look ...

Possible words: refreshing – special – useful – modern – fun – relaxing.

An image can create a feeling before you read the full text. That feeling can influence what you expect from a product.

Understand: Slogans and claims

A slogan is a short, memorable phrase connected with a product or brand.

A claim tells you something about a product, for example: “20% lighter” or “lasts for 10 hours”.

A slogan often creates a mood. A claim sounds more factual. Both can influence a buying decision, so check what the words really tell you.

Look closely. Which information is meant to create a positive image? Which question would you ask before believing the message completely?

Try: The sign says ... I would also like to know ...

Selected information: What is shown – and what is not?

Ads cannot show every detail. They select information. That means they choose what you see first.

Imagine this fictional ad:

ZING BOTTLE – Stay cool. Stay ready. 25% lighter. Made with recycled plastic. Only €14.99 this week. 4.7/5 from 2,000 users.

The ad sounds positive. But a careful buyer can still ask: 25% lighter than what? How large is the bottle? Who checked the reviews? How much recycled plastic is used?

The goal is not to distrust every ad. The goal is to make a decision with enough information.

Try: A supermarket detective task

Look at the image.

Step 1: Notice the message. Step 2: Ask what action the message may encourage. Step 3: Decide what extra information a buyer might need.

Useful phrases: The message wants shoppers to ... It may create a feeling of ... Before buying, I would check ...

Listening / Viewing 1: How persuasion works

Watch only the first short section first. English captions can help.

Video laden

YouTube

YouTube sammelt möglicherweise persönliche Daten. Datenschutzrichtlinie

Fortfahren Ausblenden

First viewing – gist: What is the main topic?

Second viewing – listen for details:

1. What is a jingle?
2. Why can a short tune be useful in advertising?
3. Which example do you remember after the clip?

Hint: You do not need to understand every word. Listen for repeated key words.

German help if needed: Konzentriere Dich beim ersten Hören nur auf das Hauptthema. Beim zweiten Hören suchst Du gezielt nach einzelnen Informationen.

Listening / Viewing 2: Online advertising

This video is a challenge clip. Use a short section and English captions.

Video laden

YouTube

YouTube sammelt möglicherweise persönliche Daten. Datenschutzrichtlinie

Fortfahren Ausblenden

Viewing task: Listen for the words online, advertising, data and shopping.

Then say one sentence: Online ads can use information about ...

Privacy rule: Do not share your own search history, account names, private messages or personal social-media data in class.

Reading: Two ads, two choices

Read the two fictional ads.

Ad A – SprintStep trainers Run your day. €49.99 – light material – three colours – free return within 14 days.

Ad B – FlashFeet trainers Everybody wants them. €44.99 – “super light” – cool photo – “limited offer”.

Reading task: Which ad gives more information that can help a buying decision? Name two details.

Use: Ad ... gives more useful information because ... The phrase ... is attractive, but it does not tell me ...

Vocabulary in context

Word	Meaning from the context	Example
slogan	a short memorable phrase	The slogan is easy to remember.
claim	something the ad says about the product	The ad makes a claim about weight.
target group	the people an ad wants to reach	Teenagers may be one target group.
feature	a useful detail about a product	A long battery life is a feature.
discount	a lower price for a limited time	The shop offers a 20% discount.
review	an opinion about a product	I read more than one review.
evidence	information that supports a claim	I look for evidence before I decide.

Try first: Make one sentence with two words from the table.

German help if needed: Nutze die Beispiele, statt jedes Wort einzeln zu übersetzen.

Pronunciation: Clear before perfect

Say these chunks slowly, then at normal speed:

buying decision target group limited offer useful information I would check the price first.

Focus on the important content words. You do not need a perfect accent. Your goal is to be understandable.

Functional grammar: Give reasons and compare

Use grammar to communicate, not as a separate drill.

because The ad catches my eye because the picture is bright.

but The slogan is catchy, but it gives little information.

so The price is clear, so I can compare it.

comparatives Ad A is more informative than Ad B. Product B is cheaper than Product A.

Try: Write two comparison sentences about the fictional ads.

Speaking: Ad detectives

Work with a partner.

Student A: I think this ad is effective because ...

Student B: I agree / I’m not sure because ...

Then ask: What information is missing?

Finish with a 30-second mini-presentation: We noticed ... The ad uses ... Before buying, we would check ...

Feedback partner: Did your partner give a reason? Did your partner use one detail from the ad? Was the message easy to understand?

Writing: A short opinion

Write 70–100 words.

Question: Can an attractive ad help you make a good buying decision?

Structure: Opening: In my opinion, ... Reason 1: First, ... Example: For example, ... Other side: However, ... Ending: So I think ...

Help level 1: Use the sentence starters.

Help level 2: Add one comparison.

Help level 3: Explain one piece of missing information.

Mediation – optional

A German shop sign says:

„Nur heute 30 % günstiger. Solange der Vorrat reicht.“

Your English-speaking exchange partner does not understand it.

Do not translate every word. Explain the important message in simple English.

Possible start: The sign says that ...

Mini-transfer: From ad to buying decision

Choose one package in the image.

Ask yourself: What catches my eye? What information can I see? What information would I still need?

Then complete: I would / would not decide yet because ...

A closer look at shelves

Shelf position, package design, colour and price signs can all affect what shoppers notice.

30-second challenge: Look away from the image. Which colours, shapes or products do you remember? Why might you remember them?

Feedback → improve → use again

Check your last answer.

1. Did I name a specific detail?
2. Did I explain it with because?
3. Did I separate attractive language from useful information?
4. Did I ask what might be missing?
5. Can another person understand my point?

Improve one sentence. Then use the improved sentence in a new example.

E-Ausblick: Past perfect – only as a controlled challenge

You do not need the past perfect for the main course.

Challenge: By the time I made my decision, I had compared two prices.

Use this only to describe an action that was already finished before another past action.

Self-check: Can I do it?

Give yourself: ✓ yes – ~ partly – ? not yet

1. I can identify a slogan and a claim.
2. I can explain how a picture may influence attention.
3. I can ask for missing information.
4. I can compare two ads.
5. I can give reasons in English.
6. I can make a short, careful buying decision.

Not yet? Return to one media task and try it again with the hints.

Safe and responsible media use

Use fictional profiles and examples. Do not collect or publish private social-media data. Audio or video recordings are voluntary and should stay private unless everyone involved has clearly agreed to another use. Do not upload classmates’ work, voices or images without permission.

If you use an AI tool, check whether its language fits your level and whether the feedback is correct. Use it for feedback or ideas, not to replace your own text.

Follow-up course

Continue with: E7 M - Online advertising and influencers

Focus there on recognising advertising in online content and checking what information is commercial.

Interaktive Aufgaben

Quiz: Teste Dein Wissen

What is a slogan? (A short memorable phrase) (!A long product manual) (!A shop receipt) (!A private message)

What is a claim in an advertisement? (A statement about a product) (!A list of classmates) (!A password) (!A school timetable)

Why can a picture influence a buying decision? (It can create attention and feelings) (!It always proves product quality) (!It always shows every product detail) (!It replaces the price)

What does selected information mean in advertising? (The ad chooses which information to show) (!The ad must show every detail) (!The buyer selects the company) (!The product has no information)

Which question is useful before buying? (What important information is missing) (!Which slogan is the loudest) (!Which colour is my friend wearing) (!How fast can I click)

Which sentence gives a reason? (The ad works because the picture is easy to notice) (!The ad works and) (!Because the ad) (!The picture very)

Which sentence compares two ads? (Ad A is more informative than Ad B) (!Ad A information) (!Ad B yesterday) (!More ad now)

What is a target group? (The people an ad wants to reach) (!The people who print school books) (!A list of shop prices) (!A group of product colours)

What should you do with private social-media data in a class task? (Keep it private) (!Post it for the whole class) (!Add it to every presentation) (!Send it to unknown websites)

What is the best first goal when watching a difficult English clip? (Understand the main idea) (!Translate every single word) (!Stop after the first unknown word) (!Write down every sound)

Memory

Slogan	Short memorable phrase
Claim	Statement about a product
Target group	People an ad wants to reach
Discount	Reduced price
Review	Opinion about a product
Evidence	Information that supports a claim

Drag and Drop

Ordne die richtigen Begriffe zu.	Thema
Slogan	Stay cool. Stay ready.
Price	€14.99
Claim	25% lighter
Target group	Teen shoppers
Missing information	Lighter than what

Kreuzworträtsel

Slogan	Wie heißt eine kurze, einprägsame Werbephrase auf Englisch?
Claim	Wie heißt eine Aussage über ein Produkt auf Englisch?
Targetgroup	Wie heißt die Personengruppe, die eine Werbung erreichen soll?
Review	Wie heißt eine Produktbewertung auf Englisch?
Discount	Wie heißt ein Preisnachlass auf Englisch?
Evidence	Welches englische Wort bedeutet Beleg oder stützende Information?

Lückentext

Vervollständige den Text.

A short memorable phrase in an advertisement is a . A statement about a product is a . The people an ad wants to reach are the . Pictures can create attention and . An ad shows selected . A careful buyer also asks what information is . To explain your opinion, you can give a reason with . To compare two ads, you can use a . Before sharing media in class, private data should stay .

Offene Aufgaben

Leicht

1. Ad spotting: Find three advertisements in public spaces or print media. Write down only the product type, slogan style and one visual feature. Do not collect private data.
2. Slogan lab: Invent three short slogans for a fictional reusable water bottle. Mark which one is easiest to remember and explain why.
3. Picture detective: Choose one Wikimedia Commons advertising image from this course. Write five English words that describe its effect.
4. Missing information: Take the fictional ZING BOTTLE ad and write four questions a careful buyer should ask.

Standard

1. Ad comparison: Compare two fictional ads in 80–100 words. Use because, but and one comparative.
2. Mini survey: Show two self-made fictional package designs to classmates. Ask which one they notice first and why. Do not collect names.
3. Audio ad: Create a 20-second spoken ad for a fictional product. Recording is optional and private. Include one slogan and one factual claim.
4. Buyer checklist: Design a six-point English checklist that helps teenagers pause before buying something.

Schwer

1. Ad redesign: Redesign a fictional ad so that it gives more useful information without losing its visual appeal. Explain three changes.
2. Viewing analysis: Watch one short section of a course video again and identify two persuasion techniques. Support each point with an example from the clip.
3. Mini presentation: Give a two-minute presentation: How can selected information influence a buying decision? Use one image and one fictional example.
4. Fair advertising: Create two versions of the same fictional ad: one mainly emotional and one mainly informative. Compare how the versions may affect a buyer.

Lernkontrolle

1. Analyse eines Werbebildes: Explain how two visual details may guide attention. Then name one limit of your interpretation.
2. Slogan und Information: Compare a catchy slogan with a factual claim. Explain which one helps more with a specific buying question and why.
3. Fehlende Information erkennen: A fictional ad says 30% better. Write three questions you need before the claim becomes useful.
4. Kaufentscheidung begründen: Compare two fictional products with different prices and features. Explain your decision in 80–100 English words.
5. Medientransfer: Apply the four media-detective questions to a new ad you have not seen in this course.
6. Feedback nutzen: Improve a short ad analysis after peer feedback. Highlight what you changed and explain why.

Lernnachweis

Für einen Lernnachweis zu diesem Thema ist wichtig, dass Du:

1. einen Slogan, einen Claim und eine Zielgruppe erkennen kannst,
2. erklären kannst, wie Bild, Sprache und Auswahl von Informationen Aufmerksamkeit beeinflussen können,
3. nach fehlenden oder unklaren Informationen fragst,
4. zwei Werbeanzeigen mit einfachen englischen Vergleichsstrukturen gegenüberstellst,
5. Deine Meinung mit Gründen und Beispielen belegst,
6. in einem kurzen mündlichen oder schriftlichen Beitrag verständlich kommunizierst,
7. Medien und persönliche Daten verantwortungsvoll nutzt,
8. Feedback prüfst und Deinen eigenen Text gezielt verbesserst.

Verknüpfte Lernbereiche

Advertising and buying decisions Advertising Media literacy Buying decisions Vocabulary Listening Reading Speaking Writing Mediation Comparatives