Business English Study © 2011
ROLE-PLAY
New Publicity Campaign for Benetton
Benetton The brief (outline) you gave to the Advertising Agency was to be
simple and clear, and to use images of modern society. You find the images
above too much like the advertising campaign of the 1980s. It is not what you
want. You are upset but try to keep calm and tone down your language.
Advertising Agency: You feel that the images are powerful, modern and aimed
at the youth. The customer is angry and trying not to show it but is very close to
shouting. You must use all your diplomatic powers to keep the situation calm.
Explain that this is in line with the brief and try to persuade the client that it will be
beneficial to their product’s promotion.
Discuss the options, and try to come up with a solution. Practice using the Grammar
(Whoever, whatever etc.) and the Functional Vocabulary (toning down the message)
you have studied in this unit.
LISTENING 2:
Visit www.businessenglishstudy.com for the free MP3 listening file.
Listen and answer the questions below. NOTE: they are not in order
1. What happens when the brand addresses the individual?
2. What does the normal advertising target?
3. What was Benetton’s objective?
4. What happens when a company attempts to create value?
5. What is the advertising philosophy of Benetton based on?
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