Review

Unit 11

Learning Objectives

 Explain the importance of writing a review

 Explain
plain the purpose of writing reviews in various contexts (books, movies,
products)
 Identify key components of a review
review- introduction, summary, analysis and
conclusion.
 Analyse critically the content of different materials (e.g. books, films) to form a
coherent opinion.
 Structure a review logically
 Use clear transitions between sections
 Use descriptive and persuasive language to convey their opinions effectively
 Tailor reviews for a specific audience
 Write a complete review that includes their analysis, personal opinion and
supporting evidence from the work being reviewed.

DIAGONISTIC TEST

1. What is the primary purpose of a review?

a) To summarise the entire work.
b) To analyse and evaluate the work
work.
 c) To promote the work without critique
critique.
d) To compare two different works
works.
2. Which of the following is not a typical component of a review?
a) Introduction
b) Personal biography
aphy oof the author.
c) Summary of the content.
d) Critique of the work.
3. Define what makes a review effective.
4. List three key elements you believe should be included in every review.
5. Based on a movie or book you know well, write a one sentence summary that could serve
as the basis of the review.

The essence of a review is the analysis of a journal articles and books, scientific works, works of
various kinds of art.

Reviews point at the shortcomings and merits of what you are reviewing and makes comments
and suggestions.

A review should be related to our personal experiences and opinions with what we are reviewing.

The review is objective, impartial and fair

fair. It needs to:

 Target a wide range of users.

 Not make offensive remarks
 Prove the validity of their opinion
 Point out special points.
Effective entertaining review should:

 Be relevant- about a topic event or product that you are reviewing

 Match its style and language to its audience (who will read or see it)
 Show knowledge of the topic or thing being reviewed
 Interest the reader- whether that is through giving a strong viewpoint on an entertaining
view of the product.

HOW TO WRITE A REVIEW

Writing a review requires a thorough knowledge of the subject. It requires the writer to deeply
reflect on what they have read, heard or seen and to thoroughly analyze it.

Reviews are written for the websites, magazines or newspapers.

Book review

The main part specifies the title, author, genre, style and theme. It is not necessary to tell much
about the plot and the main characters only to arouse curiosity. The reader should understand the
reviewer’s opinion and be eager to read the work, or reject it if the criticism is negative.

The conclusion requires a well-founded and very clear point of view on the material. Make
objective arguments in favour of positive or negative criticism.

Introduction: description of what you are reviewing-if it’s a book, it might be a summary.

It gives basic information about what’s being reviewed. it could be a book, a film, an episode, a
gadget, an appliance, a restaurant or anything at all.

 Provides major characters, the director, or actors in a film.

 If you are reviewing your phone, make sure you provide details about it
 Make sure your introduction id concise and only contains relevant information.
 Describe what you are reviewing objectively (no pinions yet) since you are simply
describing. In a case of a film, series or book, the introduction is part where you give a
plot summary. But it is important that you keep it concise. In a case of a restaurant, or
 something that you experienced, you want to describe it objectively: how it was and what
you did experience when you were there, how was the food, don’t give your opinion in
your introduction yet. In the case of an object, describe it.

For instance, if it’s a phone, give things like its size, what it looks like, colour and some other
specific features. Only give facts that are necessary and relevant because you don’t want to
overload your reader with information that is not relevant, as the introduction should grab the
reader’s attention.

2. Opinions

What do you think of the product? Make sure you write structured paragraphs here. (Create
an outline) important for your opinion, is that you give clear examples and avoid opinions
that are based on vague information. If you find something that you like or don’t like, use
that as an example for your opinion, to illustrate it.

In each paragraph, focus on one particular element.

The topic sentence which describes the element you are focusing
on, really connect everything together in your paragraph.
Remember to link paragraphs with connectives.

3. Conclusion

Would you recommend this to the person that is reading your review? Combine everything you
have discussed together in a conclusion. The recommendation should be very clear.

Tips to writing a good review

 Create an outline
 Usage of variable adjectives and adverbs is very crucial in review writing. Don’t say
“beautiful” instead use “alluring”, “gorgeous”. Don’t say it is well written, rather
“eloquent”, don’t say its emotional, say its “poignant”.

 Avoid the usage of very .for example: very important, hilarious for very funny, excellent
for very good.

 A review should be written in an informal language. You can use; phrasal verbs, idioms,
contractions, in any creative way.

 Use more adjectives and adverbs

 Every review should have four paragraphs. Introductions introduce what is being
reviewed and conclusion gives a recommendation.

 Identify the target reader so that you an address them directly in your introduction. To do
this, you can: ask a question the target reader can relate to, e.g. searching for a new
phone? Are you in the market for new mobile?

Introduce a problem the target reader might have that the product we are reviewing
could solve. Deciding which phone to buy can be a difficult decision to make. As
consumers, we understand how difficult it can be to choose the right phone us!

 Make sure the grammar and vocabulary are related to the task. For example, vocabulary
for a review about could include: Script, director, cast, plot, setting, special effects, and
stunts.

 Grammar for a review about a film could include the passive voice. E.g. the film was
directed by X
The protagonist was played by Y
  If you are describing an experience, you should use narrative tenses
E.g. Past Simple tense-yesterday I met X
Past continuous tense -I was feeling very anxious
Past perfect tense-I had always wanted to meet X.
Example:” I checked in to the hotel at 10am. I had been travelling all night and I was
feeling exhausted. The hotel staff was very welcoming and made me feel at home.”
Example of review in page 40: Cambridge Grammar 8 Assessment

REVIEW QUESTIONS
1. General \review: Requires you to describe something generally, and then make a
recommendation.
Example: “An online magazine publishes reviews written by consumers. Write a
review about a phone you have bought recently,
Outline its strengths and weaknesses and value for money with reasons.

You see this notice in a local magazine.

“Have you visited a new restaurant recently? Describe the food, atmosphere and
prices. Would you recommend the restaurant to others?

2. Particular review: More specific than a “general review”. You must describe and
evaluate particular aspect of something. For example, you see this announcement in
an English speaking magazine for students.
“Have you seen a film about a hero recently? What was interesting about the hero and
how did they influence the story?

NB: Now we are not describing something wholly, but we are being more specific. We only
describe the hero while answering two questions: What was interesting about them and how they
influenced the story. Even though that might be the case, we need to give a recommendation too.
UNIT 11

ADVERTISEMENT

LEARNING OBJECTIVES

 Define key terms related to advertising, such as target audience

 Discuss and distinguish between different forms of advertisements
 Analyse advertisement texts to identify their target audience
 Discuss how advertisements are tailored to appeal to their target audience
 Examine various persuasive techniques used in advertisements
 Identify and explain primary purposes of advertisements
 Construct eye-catching headlines
 Construct introductory paragraphs that include all the elements (hook, target audience,
statement of purpose)
 Create impressive conclusions
 Create their own advertisements for a product or service with a clear purpose
 Implement the usage of persuasive techniques in their advertisements
 DIAGNOSTIC TEST
1. What is advertisement?
2. Discuss the primary purpose of advertisements.
3. List and discuss the different types of advertisements (print, tv, digital/online)
4. What are the common techniques used in advertisements to attract the audience’s
attention?
5. Write TRUE OR FALSE for the following statements.
a) Advertisements are only found in magazines.
b) Using celebrities in ads is a common strategy to appeal to consumers.
c) The main goal of an advertisement is to provide detailed information about a product.
d) Emotional appeals in advertisements can influence consumer behaviour?

TEACHING METHODS
 Interactive presentations
 Whole-class discussion
 Role-playing
 Digital Advertising tools

WHAT IS ADVERTISEMENT?
 An advertisement is a promotion of a product, a service or an idea.
 Advertisement writing is a style that uses persuasion to engage potential
customers, especially in business. Advertisements can be online, such as social
media advertisements, adverts about online courses on social media, OR off-line
advertisements like magazine articles or newspaper advertisements e.g. job
vacancies on newspapers.
 The primary purpose of advertisements is to promote a service, product or idea in
order to influence the audience’s attitudes, beliefs and behaviours. Advertisement
helps a product, service or idea to gain exposure to potential customers.
 Advertisement is a guaranteed method of reaching an audience as it attracts
interest, engagement and sales in public.
 In writing an advertisement piece, give people information to help
them decide what to buy- do so by talking about the special
features of the product or service to convince the consumers.
Relate it to the target audience using their POV and specific
techniques.

Advertisements typically have one or more of the following objectives:

a) AWARENESS: To make the audience aware of the existence of the product, a

service or brand.

b) INFORMATION: To provide details about the features, benefits and availability

of a product or service.

c) PERSUASION: To convince the audience to purchase a product, use a service or

adopt a particular viewpoint.

d) DIFFERENTIATION: To distinguish a product or service from competitors and

highlight its unique selling points.

Advertisements are grouped into these two categories:

1. Classified advertisements: These ones are used by general public to promote or use
services. The main aim is to get things noticed with as maximum words of about 150.
Classified advertisements are short and do not involve any images
2. Commercial advertisements: They are done by organisations to promote their products
or services. Commercial advertisements are long and involve images. These are displayed
in such a way that it seeks attention of maximum audience, therefore these ones can be
considered more effective as compared to classified ads.
 TYPES OF ADVERTISEMENTS

1. Print advertisements: Advertisements in newspapers, magazines, brochures,

leaflets.

2. Television advertisements: Commercials aired during television programs.

3. Radio advertisements: Advertisements that are broadcast during radio programs.

4. Digital /online advertisements: These are advertisements on websites, social media

platforms and mobile apps.

5. Outdoor advertisements: Advertisements on billboards and other outdoor displays.

11.1 ADVERTISING TECHNIQUES

Advertisers rely on innovative methods to attract customers and differentiate their products from
competitors’. They, therefore, employ techniques to achieve this. In defining advertising
techniques, we could say they are methods marketers use to attract attention to a product.

 Emotional appeal: Advertisers that evoke human emotions such as happiness,

sadness, surprise, fear, anger or disgust, create engaging experiences for
consumers. The most important aspect is to do research well so that you can have
a clear understanding of your target audience and their perceptions.
 Colour psychology: Colourful images have the power to send powerful
messages without using too many words, as they set the tone for everything.

 Typographic composition: Fonts have the power to portray the message in

words while also having a visual appeal.

 Facts and statistics: Usage of facts and statistics is popular in promoting a

service or product e.g. 100% better germ protection.
  Humour: using humour can turn an ordinary promotional message into
enjoyable, memorable and highly shareable content. By incorporating humour,
brands can grab the audience’s attention and create a lasting impression, e.g.
‘The man your man could smell like’ for a spice advert.

 Storytelling: It involves creating a narrative that captivates the audience’s

attention and conveys the brand’s message in a relatable and engaging way. A
well-crafted story can elicit emotional responses, making the brand more
memorable and impactful.

Advertisers are required by law to write the truth about their

product

11.2 TIPS TO WRITING A GOOD ADVERTISEMENT

 Your advertisement needs to catch the reader’s attention: a good headline is
essential, an eye-catching illustration or image can add impact. A clear call to
action will encourage a response.

 Be clear about what you have to offer: what are the key benefits of your product
or service, and how they set you apart from other competitors.

 The main body of your advertisement should build up interest, create a desire for
the product and ultimately prompt the reader to take action.

 The advertisement should be filled with facts and details, and not any misleading
information.
 Encourage action from the reader: make it clear what you are offering and what
you want the reader to do next.

 Use the right tone and style: write from the reader’s point of view, focusing on
benefits of the product. Use simple, clear concise language that the reader can
understand immediately. Be honest and confident.
 Include all the relevant contact details: name, email address, address, website,
and phone numbers.

Good adverts stand out- they are memorable, engaging and

most importantly, effective. They connect with their audience
by understanding their needs and desires.
 ACTIVITY 1

1. What is the primary purpose of an advertisement?

a) To entertain
b) To inform
c) To persuade
d) To educate
2. Which of the following is a common persuasive technique used in advertisements?
a) Humour
b) Statistics
c) Emotional appeal
d) All of the above
3. What is a slogan?
a) A detailed description of a product
b) A catchy phrase that represents a brand
c) A list of products features
d) A customer review
4. Which element is not typically found in an advertisement?
a) Visual imagery
b) Target audience
c) Personal diary entries
d) Call to action
5. What does target audience refer to?
a) The specific group of people an advertisement is aimed at
b) The total number of viewers of an advertisement
c) The amount of money spent on an advertisement
d) The location where an ad is placed
11.3 STRUCTURE OF AN ADVERTISEMENT

1. HEADLINE: Grab the attention of your target audience through a compelling headline
that will encourage the reader to read on. A good headline can:
 Highlight the key benefits of your product or service, e.g. convenience, reliability,
service, value for money etc.
 Contain news or be topical (convey important information and discuss issues that
are relevant to the audience).
 Arouse interest. For example, by asking a question which the advert can then
answer.

A misleading headline may encourage interest but readers will

feel let down and angry when they find out what you are
really offering. People can make decisions based on the
misleading information, which could lead to harmful
consequences.

How to craft an interesting headline

 Use interesting words: choose more descriptive terms e.g. tastier, unbeatable,
unstoppable, faster, and unmissable.
 Use active voice: it is clearer and concise.

Examples of headlines:

 Discover a world of opportunities at Soofia International School!

 Where learning comes to life: Join Soofia today!
 Unlock Your Child’s Potential at Soofia International School
1. INTRODUCTION: An introduction should include:
 Hook- Start with an engaging statement or question to capture the attention.
Example: Are you ready to unlock your child’s full potential?”

 Overview of the offer - Briefly introduce the product or service you are
advertising.
Example: “At Soofia, we provide an innovative learning
environment.”

 Unique selling position: Highlight what makes the offer special or different from
competitors.
Example: “With a focus on individualized education, our
students excel academically and personally.”

 Target audience: Say who the advert is aimed at to create a connection with the
potential customers.
Example: “Perfect for parents who value a holistic approach to
education.”

 Purpose statement: clearly stipulate what the advert aims to do (inform,

persuade, invite).
Example: Discover how Soofia can be a key to your child’s
success."

2. BODY: The body paragraphs of your advertisement should build on your headline and
give more details about the key benefit. You may also want to introduce other benefits.
The body should also be packed with facts to support your claim.
 The body of your advert should encourage action from the reader, such as
visiting a website, signing up for a newsletter or making a purchase. Make it clear
what you are offering and what you want the reader to do next.
 Tailor the content so it answers specific needs of the target audience.
  Briefly describe the key features of the product or service and explain how these
features will benefit the reader.
 Use the right tone and style. Break up paragraphs into easy-to-read points and use
wording the target audience can understand and relate to.
 Include emotional elements that resonate with the audience.
 Use very clear language that the reader can understand immediately.

Example of a body paragraph

“At Soofia International School, we are committed to fostering a passion for learning in
every student. Our dedicated teachers give attention to every student ensuring that each
child’s unique strengths are nurtured. With a diverse curriculum that includes arts and
music, we prepare students for success in this ever-so-changing world. All our facilities and
extracurricular programs promote collaboration, creativity, and critical thinking, making
Soofia a place where students not only excel academically but also grow as individuals.

3. CONCLUSION: Writing a conclusion for an advertisement is crucial for leaving a

lasting impression on your audience. Here are some elements to include:
 Call to action- Encourage the audience to take a specific action, such as visiting a website,
making a purchase, or signing up for a newsletter.
Example: “Visit our website today to unlock exclusive deals!”

 Summarise Benefits-Briefly reiterate the key benefits of the product or service to show its
value.
Example: “Experience the unparalleled comfort and style with our new
line of shoes.”

 Emotional Appeal-Tap into the audience’s emotions by evoking feelings of happiness,

security or excitement.
Example: “Imagine the joy of finally achieving your fitness goals with
our supportive community.”
 Brand Reinforcement- End with your brand name or slogan to sure it sticks in the
audience’s mind.
Example: “Join the [Brand Name] family today- where quality meets
trust.”

 Create Urgency- Use phrases like “limited time offer” or “while stocks last” to prompt
immediate action.

Example: “Hurry! This offer is only valid until midnight on Sunday!”

Example of a concluding paragraph

“Are you ready to embark on a journey of academic excellence and personal growth? At Soofia
International School, we offer a nurturing environment where students thrive through innovative
programs and dedicated educators. Don’t miss your chance to join our vibrant community- enroll
now and take the first step toward a brighter future! Visit our website today for more information
and discover why Soofia is the perfect place for your child to learn, grow and succeed.”

This conclusion includes a call to action, summarise the benefits, creates urgency, and
reinforces the brand.

 Embark (verb): To begin a journey or start a new project or activity

Example: They decided to embark on a new adventure by travelling to
a foreign country.

 Tailor (verb): To make or adapt something for a particular person or

purpose
 Example: Ms. Seitlheko decided to tailor the lesson plan to meet the
th
unique need
needs of her students
 Thrive (verb): To grow, develop, or be highly successfully

Example: With the right support and resources, students can thrive in
a nurturing educational environment.

 Diverse (adjective): Showing a great deal of variety

Example: Our school provides diverse facilities for all extra-curricular
extra
activities.

 Individualized education (noun phrase): An educational approach

that is designed to meet the needs and learning style
styless of every style.
Example: Individualised education helps students learn at their own
speed.

ACTIVITY 1

a) Imagine you are tasked with creating an advertisement for a new eco-friendly
eco
product. What key messages would you include and why? How would you persuade
consumers who are skeptical about eco
eco-friendly products?
b) Consider an advertisement that you find misleading. What specific features make it
deceptive? How could the ad be improved for clarity and honesty
honesty?
ACTIVITY 2

Design a creative advertisement for an English language tutoring service aimed at helping
students improve their reading, writing and speaking skills.

 Service Name: Choose a catchy name for your tutoring service.

 Identify your target audience: who will benefit from your service? Consider age
groups such as elementary, middle school or high school students.

 Create a catchy slogan: write a memorable slogan that highlights the benefits of
your service.

 Design the advertisement: Create a social media advertisement!

 LEAFLET
Unit 12

LEARNING OBJECTIVES

 Identify the purpose of a leaflet

 Explain the key features of a leaflet ( headings, images, text)
 Explain how the features contribute to the effectiveness of the leaflet
 Tailor the content for the specific audience
 Develop skills in writing concise and informative content that engage the reader
 Write content that conveys the intended message
 Employ persuasive techniques in writing leaflets

DIAGNOSTIC TEST

1. What is a leaflet? Explain its purpose in your own words.

2. List at least five key features of a leaflet that make it effective for communicating
information.
3. How do you determine the target audience for a leaflet?
4. Provide an example of a target audience for a community health leaflet.

TEACHING METHODS

 Whole class discussions

 Group work
 Peer review
 WHAT IS A LEAFLET?

Definition: a leaflet is a small piece of

printed paper that is used to provide
information or advertise something.

 Leaflets are a great way to reel in

customers and promote a business.
 They should be concise, direct to
the point and have a clear call to action, and informative as well.

 PURPOSE: Leaflets are aimed to inform, persuade, or to advertise. They can be used for
educational purposes, marketing, marketing campaigns, or community awareness.

TIPS TO WRITING A GOOD LEAFLET

1. Make it concise and direct to the point-make it short and straight forward.
2. Write a catchy headline- a headline is always like bait you use to reel in readers. It should
be attention grabbing and relevant to what you are offering. A good headline will make
people want to know more about your product or service.
3. Us e simple words and sentences- everyone should understand the message. No need to
use big words just to make an impression. What’s important is that your message is
conveyed clearly.
4. Highlight the benefits- list down the benefits they can enjoy once they purchase your
product or service. The biggest point of any leaflet is to promote and inform. They can be
used to promote products, sales, services or upcoming events. Your leaflet should
promote the main benefits of what you are selling. Provide reasons for a customer to
choose you over other brands. Remember to keep it simple though and highlight the most
important points.
 5. Use attractive visuals-people are most likely to remember something if its accompanied
by attractive visuals.
6. Include a call to action-your leaflet should have a clear call to action, telling your readers
what to do next.
7. Know your audience-this way you will know what type of a leaflet will work best for
them. Make your leaflet layout as effective as possible.

HOW DO YOU WRITE A LEAFLET?

1. A good leaflet will always start with a strong headline.

2. Company name, logo and contact information: this should be at the top of the leaflet so it
is easily visible.
3. Brief description of what the company does-keep this short and to the point. You want to
give the reader a general idea of what the company does without getting too detailed
4. Call to action

A good leaflet should be attractive and easy to read. It should also

include facts in a logical way.
STEPS TO WRITING A GOOD LEAFLET

1. Establish your own tone of voice: Tone is summed up as the way in which a brand
communicates with its customers and the wider world. Consider the language your target
audience will be most receptive to and use this to pique their interest with convincing and
compelling wording that is true to your brand.

2. Create eye-catching headline: The headline should help your leaflet rise above the rest.
Grab the attention of your audience with a headline that’s catchy, relevant and benefit-
led. On key tip is to place the main benefit of what you are advertising in the headline,
surrounded by supporting language. This is called befit-led. (for example, should be short
and straight to the point. It should let the customer know what to expect within the leaflet.

3. Numbered list and bullets: points are a brilliant way of clearly highlighting the
important points of your leaflet. Turn features into benefits. Say for example, you are
selling a smart phone that offers a better screen than others. You don’t simply say; “It has
a better screen”. You say something like “Netflix on your phone looks as sharp as on
your TV with the screen on the…”

4. Include key details: the necessary items must be included in your details leaflet, what,
who, when, where, why and how. Company contact details, event dates, locations,
product prices, promotional discounts are all important. All these items will help to guide
your potential customers towards your desired action.

5. Get straight to the point: keep it concise when you are listing important information
related to the product or service you are advertising. Be expressive, but also ensure what
you are saying is relevant. Clearly outline what you are offering and speak directly to the
customer. You are trying to persuade them to call, email, visit the website or even do
what is commonly done of late, scan a QR code, so talk to them using the language such
as “you “ and “you are”. Emphasize the benefits they will receive from whatever you are
advertising and be a lot descriptive.
6. Finish with a call to action: what is the purpose of a leaflet? Prompt by in potential
customers to act by including a clear call to act which sign posts 9provides i.e. inform
about) exactly what they need to do next. Whatever action you want them to take, be
clear. The most effective leaflet uses plain English and does not confuse the reader with
flowery language or metaphors. Phrases like “visit our range at” are expressive and lead
the reader to the next point.

ACTIVITY

1. Explain the significance of the following elements in writing a leaflet:

a) Call to action
b) Persuasive techniques
c) An eye-catchy headline

Do’s

Use short, snappy sentences to keep the reader’s attention

Use persuasive language

Use headings and subheadings

Use paragraphs

Don’ts

Overload the reader with a lot of information

Use too many bullet points

Write lots of sentences

7. Keep your content simple: don’t clutter your leaflet with too much information. Let the
texts, headlines and/or images speak for themselves.

8. Remember to proofread: spelling and grammar mistakes on a leaflet are a no go, make
sure to proofread every inch of your leaflet.

9. Easy to read fonts: is important that people can read your leaflet so be sure to use fonts
that are good. Limit the different sizes and fonts to use throughout your leaflet with one
of these being used for your main headline and the other being used for the body of the
text.

Three tips to make your headline stand out

1. Clear and easy to read: when writing a leaflet, remember to make your headline as
powerful as possible while also being as clear, precise and understandable as possible, so
they are easy to read and clear in terms of the message being told.
2. Short and to the point: in terms of the length, the headline should never be long and the
words within it should be easy to understand as well. You don’t want to create a headline
that is too long that your customers get bored looking at it or that contains words that are
so long it takes up space. As a guide, try to keep your headline at six words or less and
use no more than two lines.
3. Bold and colorful: boldness is the key in creating a headline. It evokes an emotional
reaction amongst customers.

Leaflets serve as a portable, convenient way to share information

quickly with a target audience, therefore they should be interesting
and readable- use simple and understandable language.
 ASSESSMENT

1. Prepare a leaflet on a topic of your choice. Ensure it includes relevant

information and an effective layout.

2. Create a leaflet
flet promoting a fictional community event (e.g. a fair, concert, or
sport day). Include
nclude details such as date, location, activities, and a compelling
description to attract attendees.

3. Design a leaflet for a new product you have invented. Write persuasive
ersuasive text
highlighting its features, benefits and why consumers should choose it over
competitors’.