unit 5 advertising: seminar series on adverts and image manipulation

1.

Unit 5. Advertising
Seminar 1. What makes a good advert? Manipulating Images (Units 5.1 & 5.2)
Seminar 2. Advertising and Children (Unit 5.3)
Seminar 3. Scenario: B-Kool Soft Drinks (Unit 5.4)
Vocabulary:
Adjectives, advertising
Synonyms
Grammar:
Second conditional; comparison
Production:
Giving a presentation

2.

Warm-up
You can tell the ideas of a nation by its advertising. Norman Douglas 1868-1952, Scottish writer

3. Warm-up (2)

Choose one logo to talk about the company. Where is it located? What is its main activity?
Do you remember the slogan?

4. Reading

Ex 2a p.46
Read three opinions about advertising.
Are the statements true, false or partly
true.

5. Vocabulary Ex.3 p.47*

Meaning
Adjectives
Attracting your attention easily
attention-grabbing
Unusual, attractive and noticeable
eye-catching
Amusing and enjoyable, easy to remember
catchy
Very surprising
shocking
Works well and produces the results you want
effective
Able to make people do or believe something
persuasive
Funny and clever
witty
Not interesting or exciting
dull
Imaginative, using completely new and different ideas
original
Unusual and exciting because it comes from a distant country
exotic

6. Vocabulary Ex. 4 p.47

• an advert on TV or radio
• financial support a company gives in order to get publicity for themselves
• a short phrase that is easy to remember
• to say publicly that you support or approve of something
• giving the wrong idea or impression
• special design/ symbol that a company puts on all its products or adverts
• to help to sell something, especially by advertising
• a short, easy to remember phase with music

7. Key

• an advert on TV or radio (commercial)
• financial support a company gives in order to get publicity for themselves (
sponsorship)
• a short phrase that is easy to remember (slogan)
• to say publicly that you support or approve of something (endorse)
• giving the wrong idea or impression (misleading)
• special design/ symbol that a company puts on all its products or adverts
(logo)
• to help to sell something, especially by advertising (promote)
• a short, easy to remember phase with music (jingle)

8. Warm-up (Unit 5.2)

Could you identify which one is real? Why?

9. How to spot AI generated images

• Anatomical Distortions: Check for extra, missing, or warped limbs, fingers, and toes. Faces might
appear "too perfect" or airbrushed;
• Background and Detail Anomalies: Background elements often look melted, distorted, or
illogical;
• Lighting and Shadow Errors: AI often struggles with physics, creating shadows that fall in different
directions or reflections that do not match the object, such as a different garment in a mirror;
• Texture Issues: Hair, skin, and clothing might have a "plastic" or overly smooth, unnatural,
“perfect” texture.
Real or Fake? What helped you to identify the fake ones?

10. For & Against Airbrushing

For & Against Airbrushing
Reading
Is it acceptable to manipulate in
advertising?
FOR p.48
AGAINST – p. 158

11. Using Photoshopped Images in Advertising: For or Against?

???
Enhances visual appeal
Edited images look more polished and eye-catching,
which helps advertisements attract attention quickly
Supports brand image
Luxury and fashion brands, for example, rely on
flawless visuals to maintain a high-end identity.
Allows creative expression
Photoshop enables designers to create imaginative,
artistic, or surreal campaigns that would be impossible
to photograph naturally
Fixes technical imperfections
Lighting issues, background distractions, or minor flaws
can be corrected to produce professional-quality
visuals.
Meets industry standards
Image editing is widely accepted in advertising, so
brands may feel pressured to use it to stay competitive.
???
Creates unrealistic beauty standards
Over-edited bodies and faces can negatively affect
self-esteem and body image, especially among young
people.
Misleads consumers
Products (e.g., cosmetics, food, clothing) may look
better in ads than in reality, leading to disappointment.
Reduces authenticity and trust
Audiences increasingly value honesty; excessive editing
can damage brand credibility.
Promotes harmful social comparisons
Constant exposure to “perfect” images may contribute to
anxiety, insecurity, or mental health issues.
Ethical concerns
Manipulating body shape, skin tone, or age can reinforce
stereotypes or discriminatory ideals.

12. Discussion Questions

Do you think Photoshopped images should be labelled in
advertisements? Why / Why not?
How do edited images influence people’s perception of beauty and
success?
Is digital retouching acceptable for all products, or should it be
limited in certain industries?

13. AI or Not Quiz

Follow the link and find out how
good you are at detecting AI
• https://www.tidio.com/blog/ai-test/

14. Grammar: Second Conditional

Extra information and exercises:
https://test-english.com/grammarpoints/b1/second-conditionalunreal-situations/

15. Second Conditional Exercise

Put the verb into the correct tense to make the second conditional.
2nd Conditional
If clause , Main clause
Past Simple/ Past Cont ,
would + infinitive
1. If I _________________ (be) you, I _________________ (get) a new job.
2. If he _________________ (be) younger, he _________________ (travel) more.
3. If we _________________ (not / be) friends, I _________________ (be) angry with you.
4. If I _________________ (have) enough money, I _________________ (buy) a big house.
5. If she _________________ (not / be) always so late, she _________________ (be) promoted.
6. If we _________________ (win) the lottery, we _________________ (travel) the world.
7. If you _________________ (have) a better job, we _________________ (be) able to buy a new car.
8. If I ______________ (speak) perfect English, I _________________ (have) a good job.
9. If we _________________ (live) in Mexico, I _________________ (speak) Spanish.
10. If she _________________ (pass) the exam, she _________________ (be) able to ___enter
university.

16. All Conditionals

17. Seminar 2. Advertising and Children (Unit 5.3)

Reading pp.50-51

18. Vocabulary: word combinations

Key
Advertising managers
Attractive target
TV commercials
Animated cartoons
Persuasive message
Vast sums
Junk food
Food products
Interactive websites

19. Advertising and Children: What are the key threats?

Advertising poses significant threats to children by exploiting their vulnerability, causing
physical and mental health issues, compromising privacy, and fostering materialism.
Key Threats and Impacts:
Physical and Mental Health: Junk food ads contributes to obesity and related illnesses.
Ads for diet products and cosmetic procedures degrade self-esteem, with many children
reporting negative impacts on their mental health and body image.
Digital Exploitation and Privacy: Children are tracked online, with 95% of popular apps
containing marketing. This data collection, often disguised as games or "advergames,"
exploits them for commercial gain.
Cognitive Vulnerability: Children under 8 often cannot distinguish between content and
advertising, making them highly susceptible to persuasion.
Consumerism and Values: Marketing promotes consumer culture, which is linked to lower
well-being, increased materialism, and reduced, lower, and, and environmental care.

20. Protective Measures:

Regulation: Governments are implementing bans on junk food ads
targeting children.
Educational Efforts: Educating children, parents, and teachers about
how digital advertising works.
Platform Responsibility: Using parental controls to block or limit
exposure to advertising.
Parental Action: Minimizing screen time, deleting unused apps, and
discussing the purpose of ads with children.

21.

Blueprint –
a complete plan that
explains how to do or
develop something

22. Discussion Questions

1. How does advertising influence children’s attitudes toward products and brands?
Can you think of examples from your own childhood?
2. Do you think children can distinguish between entertainment and advertising?
Why or why not?
3. Should there be stricter laws regulating advertising aimed at children?
What kind of restrictions would be effective?
4. How does advertising affect children’s eating habits and lifestyle choices?
Consider junk food, toys, and digital products.
5. Who is more responsible for protecting children from advertising influence: parents,
schools, governments, or companies?
Explain your opinion.

23.