Buckle Up! 6 - This means business

BUCKLE

UP ! !

BUCKLE UP ! !

Britt Cools

Stijn Huysmans

Manuel Remmerie

Brent Schroeyens

Via www.diddit.be heb je toegang tot het onlineleerplatform bij BUCKLE UP! THIS MEANS BUSINESS. Activeer je account aan de hand van de onderstaande code en accepteer de gebruiksvoorwaarden. Kies je ervoor om je aan te melden met je Smartschool-account, zorg er dan zeker voor dat je e-mailadres aan dat account gekoppeld is. Zo kunnen we je optimaal ondersteunen.

BUCKLE UP ! ! ©VANIN

LET OP: DEZE LICENTIE IS UNIEK, EENMALIG TE ACTIVEREN EN GELDIG VOOR EEN PERIODE VAN 1 SCHOOLJAAR.

INDIEN JE DE LICENTIE NIET KUNT ACTIVEREN, NEEM DAN CONTACT OP MET ONZE KLANTENDIENST.

Fotokopieerapparaten zijn algemeen verspreid en vele mensen maken er haast onnadenkend gebruik van voor allerlei doeleinden. Jammer genoeg ontstaan boeken niet met hetzelfde gemak als kopieën. Boeken samenstellen kost veel inzet, tijd en geld. De vergoeding van de auteurs en van iedereen die bij het maken en verhandelen van boeken betrokken is, komt voort uit de verkoop van die boeken.

In België beschermt de auteurswet de rechten van deze mensen. Wanneer u van boeken of van gedeelten eruit zonder toestemming kopieën maakt, buiten de uitdrukkelijk bij wet bepaalde uitzonderingen, ontneemt u hen dus een stuk van die vergoeding. Daarom vragen auteurs en uitgevers u beschermde teksten niet zonder schriftelijke toestemming te kopiëren buiten de uitdrukkelijk bij wet bepaalde uitzonderingen. Verdere informatie over kopieerrechten en de wetgeving met betrekking tot reproductie vindt u op www.reprobel.be.

Ook voor het digitale lesmateriaal gelden deze voorwaarden. De licentie die toegang verleent tot dat materiaal is persoonlijk. Bij vermoeden van misbruik kan die gedeactiveerd worden. Meer informatie over de gebruiksvoorwaarden leest u op www.diddit.be.

© Uitgeverij VAN IN, Wommelgem, 2024

De uitgever heeft ernaar gestreefd de relevante auteursrechten te regelen volgens de wettelijke bepalingen. Wie desondanks meent zekere rechten te kunnen doen gelden, wordt verzocht zich tot de uitgever te wenden.

Fotocredits

p. 25 African American woman handshake ©fizkes/Shutterstock.com, p. 55 selling shoes on Vinted ©Kamil Zajaczkowski/ Shutterstock.com, p. 60 New Balance 990 shoes ©2p2play/Shutterstock.com, p. 60 Call of Duty Black Ops 4 XBOX ©Pe3k/ Shutterstock.com

Eerste druk 2024

Vormgeving en coverontwerp: B.AD ISBN 978-94-647-0458-7 Zetwerk binnenwerk en cover: D’hondt-Ravijts D/2024/0078/136

Tekeningen: Steven De Waele Art 605760/01 NUR 110

UNIT 1: LET ME ENTERTAIN YOU! THISMEANS BUSINESS

READY? SET!

1 Watch the video.

a What is the video about?

b What does the company do?

c How do you feel about this invention? What’s your opinion on this topic?

2 Deepfakes

a Read the newspaper article from The Guardian about deepfakes and answer the questions.

https://www.theguardian.com/technology/2020/jan/13/what-are-deepfakes-and-how-can-you-spot-them

What are deepfakes –and how can you spot them?

AI-generated fake videos are becoming more common (and convincing).

Here’s why we should be worried.

By Ian Sample

Have you seen Barack Obama call Donald Trump a “complete dipshit”, or Mark Zuckerberg brag about having “total control of billions of people’s stolen data”, or witnessed Jon Snow’s moving apology for the bad ending to Game of Thrones? Answer yes and you’ve seen a deepfake. The 21st century’s answer to photoshopping, deepfakes use a form of artificial intelligence called deep learning to make images of fake events, therefore the name deepfake. Want to put new words in a politician’s mouth, star in your favourite movie, or dance like a pro? Then it’s time to make a deepfake.

Many are pornographic. The AI firm Deeptrace found 15,000 deepfake videos online in September 2019. A shocking 96% were pornographic and 99% of those put faces from female celebrities on to porn stars. As new techniques allow unskilled people to make deepfakes with a handful of photos, fake videos are likely to spread beyond the celebrity world to increase revenge porn. As Danielle Citron, a professor of law at Boston University, puts it: “Deepfake technology is being weaponised against women.” Beyond the porn there’s plenty of spoof, satire and mischief

DID YOU KNOW?

Most of you will be familiar with the term ‘to lip-sync’, but did you know it’s actually spelled ‘lip-synch’? ‘Synch’ comes from ‘to synchronise’.

It gets harder as the technology improves. In 2018, US researchers discovered that deepfake faces don’t blink normally. No surprise there: the majority of images show people with their eyes open, so the algorithms never really learn about blinking. At first, it seemed like a silver bullet for the detection problem. But no sooner had the research been published, than deepfakes appeared with blinking. Such is the nature of the game: as soon as a weakness is revealed, it is fixed. Poor-quality deepfakes are easier to spot. The lip-synching might be bad, or the skin tone uneven. There can be flickering around the edges of changed faces. And fine details, such as hair, are particularly hard for deepfakes to do well, especially where single hairs are visible on the fringe. Badly imitated jewellery and teeth can also be a giveaway, as can strange lighting effects, such as inconsistent illumination and reflections on the iris of the eye.

Governments, universities and tech firms are all funding research to detect deepfakes. Last month, the first Deepfake Detection Challenge kicked off, supported by Microsoft, Facebook and Amazon. It will include research teams around the globe competing for the leading position in the deepfake detection game.

Last week, Facebook banned banned deepfake videos that are likely to misinform viewers into thinking someone “said words that they did not actually say”, in the run-up to the 2020 US election. However, the policy covers only misinformation produced using AI, meaning ‘shallowfakes’ are still allowed on the platform.

Not at all. Many are entertaining and some are helpful. Voice-cloning deepfakes can restore people’s voices when they lose them to disease. Deepfake videos can enliven galleries and museums. In Florida, the Dali museum has a deepfake of the surrealist painter who introduces his art and takes selfies with visitors. For the entertainment industry, technology can be used to improve the dubbing on foreign-language films, and more controversially, bring back dead actors. For example, the late James Dean is due to star in Finding Jack, a Vietnam war movie.

a spoof: a funny piece of acting that copies the style of the original work a satire: a way of criticizing people or ideas in a humorous way a mischief: behaviour that is bad but not intended to cause harm a fringe: an area of hair hanging over the forehead that is cut shorter than the rest of the hair

inconsistent: not the same

Invented by Sam Gregory at the human rights organisation Witness, shallowfakes are videos that are either presented out of context or are changed with simple editing tools. They are rude and offensive but undoubtedly impactful. Jim Acosta, a CNN correspondent, was temporarily banned from White House press briefings during a heated exchange with the president. A shallowfake video released afterwards, appeared to show him making contact with an intern who tried to take the microphone off him. Apparently, the video had been sped up at the crucial moment, making the move look aggressive. Acosta’s press pass was later given back. The UK’s Conservative party used similar shallowfake tactics. In the run-up to the recent election, the Conservatives changed a TV interview with the Labour MP Keir Starmer to make it seem that he was unable to answer a question about the party’s Brexit opinion. With deepfakes, the mischief-making is only likely to grow. As Henry Ajder, head of Threat Intelligence at Deeptrace, puts it: “The world is becoming increasingly more synthetic. This technology is not going away.”

Adapted from: The Guardian, Ian Sample

b What type of text is this?

c What is the purpose of the text?

d Write down the correct title above each paragraph in the text. Choose from the following titles:

What are shallowfakes?

What are they for?

Are deepfakes always malicious?

What is a deepfake?

How do you spot a deepfake?

e What is a deepfake, and how is it related to artificial intelligence?

f Some well-known figures got involved in deepfake scenarios. How? Complete the grid.

Barack Obama

Mark Zuckerberg

Jon Snow malicious: nasty, intended to cause harm

g What did they do in the deepfake scenarios? Discuss in class.

h How are poor-quality deepfakes easier to detect?

i How do deepfakes become more challenging as the technology improves? Give an example.

j What is the purpose of the Deepfake Detection Challenge?

k True or false? Correct the statement when false. True False

1 Deepfakes use deep learning to create images of fake events.

2 Facebook has banned all deepfake videos, regardless of their content.

3 Shallowfakes are videos that undergo complex editing using advanced tools.

4 Deepfakes are always meant to harm.

3 Look at the interactive picture and discover the words related to artificial intelligence. Listen to the pronunciation and check the spelling.

4 Match the words with their correct definitions. artificial intelligence 1

the process of adding a new soundtrack to a video in a different language

to dub 5 an algorithm 4 unskilled 3 lip-synching 2 an editing tool 6

performing poorly or lacking skill in a particular area B

the use of algorithms and computerised models to simulate human intelligence in machines C

a tool or software used for making changes or modifications D

the science of designing and implementing complex mathematical formulas that instruct a computer how to solve a problem

the act of imitating synchronized movements of lips with pre-recorded speech or music

5 Which word is meant by the following rebuses?

Checklist: Ready? Set! Yes I think soNo

Ik kan informatie opzoeken in een Engelstalige tekst over deepfakes.

Ik ken in het Engels woorden rond artificiële intelligentie.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

GO!

1 Do you know what ChatGPT is?

a Use the internet to look up a definition.

b What do you think you can use it for?

c Check the information below. Have you used ChatGPT before? Was it a good or bad experience? Discuss in class.

Getting to know ChatGPT ChatGPT is a computerized program that can respond like a human.

Advantages

1 Chat buddy: ChatGPT is great for brainstorming ideas and improving how you communicate.

2 Study help: you can use ChatGPT for academic reasons, like writing assignments and learning new things.

3 Creative teammate: it can give you new, creative ideas and thinks outside the box.

DID YOU KNOW?

Disadvantages

1 Correctness: ChatGPT might say things that aren’t quite fair or right because it learned from lots of different sources.

2 Fact-checking misses: it doesn’t automatically check if things are true, so it’s essential to double-check important information.

3 Doing the right thing: using ChatGPT without thinking can sometimes lead to saying or doing things that aren’t correct or might even be a problem.

4 Keeping secrets: be careful not to share personal or private information because it might not always know what should be kept a secret.

5 Overusing AI: relying too much on ChatGPT might stop you from using your own brain and creativity. It’s a tool, not a replacement for your brains!

In the context of using ChatGPT, the term prompt simply means the message or question you give to the model. It's like the input or instruction you give to get a response. The word comes from French and means something that is quick or ready. So, when you use a prompt with ChatGPT, you're giving it a quick instruction to get a fast reply.

2 Prompting in ChatGPT

a Go to the ChatGPT website.

b Insert the following prompts.

2

Tell me a story about a dog who goes on an adventure.

3 Tell me a story. 1

Tell me a story with a friendly dog as the main character. Include details about the dog's appearance, personality, and a memorable adventure it goes on.

STRATEGY ©VANIN

c What are the differences between the three results? Why would you choose prompt 1, 2 or 3? Discuss in class..

How to use ChatGPT?

Using ChatGPT in a correct way needs clear and well-formulated prompts. Here are some tips on how to formulate these prompts.

1 Be specific: formulate your prompt as specifically as possible. Provide clear context and details so that ChatGPT understands your question or instruction well.

2 Start with context: start your prompt with a bit of context about what you want to achieve. For example, "Write a brief description of ...".

3 Use multiple sentences: don’t make your prompt too short. Use multiple sentences to expand your question, and provide more information.

4 Set the tone: indicate the tone you want in the generated text. For instance, "Write a humorous story about ..." or "Describe in a serious tone ...".

5 Ask questions: if you want more information from ChatGPT, include follow-up questions in your prompt. For example, "What are the advantages of ..." or "Can you explain more about ...".

6 Experiment with length: try prompts of different lengths. Sometimes a shorter prompt is effective, while other situations may call for more detail.

7 Guide the style: guide the style of the response you want. For instance, "Provide a technical overview of ..." or "Explain in a simple and easy-to-understand manner ..." or “Explain it like an 18-year-old would do.”

8 Rephrase if necessary: if the text doesn’t quite meet your expectations, try rephrasing your prompt. Experiment until you get the desired results.

9 Check and adjust: take the time to read the generated text and, if necessary, adjust your prompt. Repeat the process until you achieve the desired output.

Some examples of well-formulated prompts:

• “Write a creative story about an extraterrestrial being visiting Earth and forming a friendship with a human."

• “Give me a detailed explanation of the steps needed to create a simple webpage."

3 Have a discussion with ChatGPT

a Choose a recent film/series that you and a friend/classmate have both watched.

b Choose an AI chatbot to get discussion points about the film/series: what can you talk about? Write down five.

c Look at the discussion points individually. What is your take on it? Complete the grid.

d Ask an AI chatbot what its take is on the discussion points. Compare the answers with yours. Add useful information. Don't forget to double check.

e Plan a discussion with your friend/classmate about the film/series.

f Write down the most interesting facts you got from this discussion.

g Record a short video clip (2 minutes) summarizing the discussion. Make a vlog out of it. Do you remember how to make a vlog? Use the strategy sheet on diddit to refresh your memory.

a Have a look at the following complaint email.

To:

CC:

BCC:

Subject: Technical issues with streaming service

Dear

I'm writing to let you know about some problems I'm having with your streaming service.

Despite having an account, I'm facing issues like constant buffering, playback errors, and difficulty navigating the platform. I've tried fixing it on my own, but nothing seems to work.

As a loyal customer, it's disappointing not to fully enjoy the service I'm paying for. I'd appreciate it if you could look into these technical problems and provide updates on the progress.

Thank you for your attention to this matter.

Kind regards, Stephan Taylor

b Name the different paragraphs of the email. Choose from the box. close – complimentary close – introduction – middle – salutation

c Write a complaint email about a visit to the cinema. Use the structure of the example email and read the strategy box on how to write an email of complaint. Mention one of the following topics in your email:

To: CC: BCC:

Subject:

How to write an email of complaint?

1 Recipient of the email + subject

• Fill in the correct recipient of the email (+ CC and BCC).

• Make sure you have a clear, and brief, subject e.g. ‘Complaint’, or ‘Appointment 8 March’

2 Salutation

• Dear Representative (if you don’t have a name)

• Dear Mr/Ms/Mrs + their name

3 Paragraph 1: describe the situation.

• What did you purchase?

• Where and when did you purchase this?

• Do you want to share any other relevant information?

STRATEGY

4 Paragraph 2: write the reason for the complaint.

• What went wrong?

• Did you already address the problem when you were there?

• Give examples that prove your point.

5 Paragraph 3: write what you expect.

• A refund? Compensation?

e.g. I hope to receive a refund/compensation. e.g. I would like to receive a refund.

• An apology?

e.g. I hope you will investigate this problem.

• Remember: stay friendly. Use ‘please’ and ‘thank you’ where necessary.

6 Ending

• Use: ‘Kind regards’, ‘Yours faithfully’ (after ‘Dear Representative’) or ‘Yours sincerely’ (after ‘Mr/Ms/Mrs’).

• Sign with your name.

• Add further contact information (like a phone number) if necessary.

7 Before sending: check your email again for mistakes.

DID YOU KNOW?

We use Ms or Mrs to address a woman. Back in the days Ms was used to address a single woman, while Mrs was used to address married women. Now it is more common to use Ms.

Ms is pronounced as muz/miz.

Mrs is pronounced as misses.

d Use ChatGPT to generate an AI response to your email of complaint.

e Ask a fellow student to reply to your email.

How to answer an email of complaint?

1 Salutation

• Dear Customer

• Dear Mr/Ms/Mrs (+ their name)

2 Opening

Thank the sender for their email. Show understanding.

• e.g. Thank you for your email.

• e.g. Thank you for reaching out.

• e.g. Thank you for letting us know …

• e.g. I understand your concern.

• e.g. I can see your point.

• e.g. We understand that ...

3 Middle Apologise.

• e.g. We want to apologise for the inconvenience.

• e.g. We sincerely regret …

• e.g. I’m sorry for …

• e.g. Please, accept our apologies.

STRATEGY

Give a solution for their problem or suffered sorrow. Explain what you are going to do.

• e.g. Would a refund be acceptable? We are going to refund …

• e.g. We don’t want this to happen again so …

• e.g. We are going to solve this by …

4 Conclusion

End with a positive note.

• e.g. I reassure you this will never happen again.

• e.g. Please, accept this … for the inconvenience we have caused you.

• e.g. We appreciate your feedback, so please accept …

• e.g. If there is anything else I can help you with, please let me know.

5 Ending

• Use: ‘Kind regards’, ‘Yours faithfully’ (after ‘Dear Customer’) or ‘Yours sincerely’ (after ‘Mr/Ms/Mrs’).

• Sign with your name.

• Add further contact information (like a phone number), if necessary.

6 Before sending: check your email again for mistakes.

f Compare the AI response with the response made by a fellow student.

g Discuss the following topics in both responses.

AI

Clarity: is the response clear and easy to understand, no matter what your background is?

Effectiveness: does the response help? In what way? Does the reply have info that fits the complaint?

Tone: how is the email written? Polite, firm etc?

Empathy: do they understand your issues? Do they recognize the problems?

Problem-solving attitude: check if the answer tries to fix the problems and gives ideas that will make things better.

h Reflect on the (dis)advantages of AI in handling customer interactions.

Student

i Report to class.

5 AI in storytelling

a Read the following text.

The Power of Storytelling

Visualize this: you are browsing a website that exclusively offers organic skincare products. A dozen similar products with the same features are presented to you. The question is, how do you choose which of these items to buy?

Now, on the other hand, say you find a particular product that uses a unique angle: storytelling. The company tells the story of how the product founder's daughter battled with acne for many years and tried every product on the market, but no skincare product worked. The founder goes on to tell a story about how she discovered a natural ingredient that changed her daughter's skin and life. She explains that the results inspired her to share this secret with her friends and then starts her own brand.

Adapted from: forbes.com, Candice Georgiadis

b Which product do you think you would pick or buy first? Discuss in class.

c Discuss the importance of storytelling in business.

d Up to you! Think of a product you want to sell.

e Think of a story linked to this product so it makes it easier to sell. Ask ChatGPT for ideas.

f Choose one of the suggestions by ChatGPT.

g Write out your story. First read the strategy box on how to use storytelling in business.

How to use storytelling in business?

1 Know your audience

• Understand what people like and care about.

• Tell stories that feel real to them.

2 Share your brand story

• Tell everyone what your brand stands for.

• Make sure your brand’s story is mentioned.

3 Characters

• Create characters that people can relate to.

4 Tell a good story

• Start with something interesting.

• Finish your story in a way that people remember.

5 Use emotions

• Mention happy, sad, or exciting things.

• Make people care about your brand.

• Show that your brand has empathy.

6 Use pictures and videos

• Share photos and videos that go with your story.

• Make sure everything looks good together.

7 Tell a full story

• Have a beginning, middle, and end.

• Talk about problems, solutions, and how things get better.

h Share your draft with a classmate. Ask for feedback.

i Based on this feedback, adapt the story you wrote out.

STRATEGY

j Insert your story into ChatGPT. Mention the assignment and ask it to correct it based on content, spelling, sentence structure and coherence.

k Read your short story in front of the class. Use the correct intonation when you do so.

Checklist: Go! Yes I think soNo

Ik begrijp het belang van het opstellen van een goede prompt.

Ik kan goede prompts in het Engels opstellen.

Ik kan een film of serie in het Engels bespreken a.d.h.v. verschillende discussiepunten.

Ik kan een vlog in het Engels maken.

Ik kan de verschillende delen van een e-mail aanduiden.

Ik kan een klachtenmail in het Engels opstellen.

Ik kan een antwoord op een klachtenmail in het Engels formuleren.

Ik kan een antwoord op een klachtenmail gegenereerd door ChatGPT vergelijken met die van een mens en deze analyseren.

Ik kan reflecteren over de voor-en nadelen van AI in klanteninteractie.

Ik kan een verhaal in het Engels opstellen met als doel een product te doen verkopen. Ik kan hiervoor beroep doen op storytelling en ChatGPT.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

UNIT 2: OVER THE MOON THISMEANS BUSINESS

READY? SET!

1 Watch the video.

a Describe in one sentence what happens in the video.

b What was the man’s reaction?

c What is the main emotion the man experienced?

d What is your first impression of the alien?

e Do you think a first impression is important?

2 Learning about first impressions.

a Read the words before you read the text. Tick off the words you already know.

Words from the text

Words I understand before reading

Words I understand after reading non-verbal posture to fidget

b Some words in the text look like Dutch words. What do they mean?

English words

Dutch words Other languages an impression subtle initial

c Do you know the words in another language? Write them down and complete the grid

d Read the text and answer the questions

From Handshakes to Icebreakers

How to make a great first impression?

Did you know that we form a first impression of someone in onetenth of a second? When you meet someone for the first time, it's important to introduce yourself. If you greet them with a welcoming “hello” and a handshake, you open the door to a friendly conversation

Every time you meet someone new is like an adventure. Whether it's a chance encounter at the store or a scheduled meeting, it's an opportunity to connect. You never know what kind of interesting people you might meet! However, sometimes it can feel a bit awkward at the beginning. A subtle icebreaker, like a joke or a light-hearted question, can ease tension and make your initial interaction more comfortable. It could be something like, "Do you have any pets?" or "Have you seen any good movies lately?" and if that’s not your cup of tea there’s always the weather to talk about.

Speaking clearly is also very important. Mumbling can create the impression that you’re unsure of your words.

Be polite

At social events, like receptions, it's a good idea to mingle and talk to different people. Being polite is key. It's not just about talking; it's about listening too. Politeness shows that you respect others and are genuinely interested in what they have to say. Moreover, by showing politeness and listening actively, you also come across more trustworthy and sincere.

Networking and Socializing

Meeting new people isn't just about making friends — it's also about networking. Go mingle! Try and socialize with different types of people. Who knows, maybe they might be able to help you in the future. Knowing the right people opens all kinds of doors.

Body language

Remember that first impressions aren't just about what you say; they're also about how you present yourself. Dressing appropriately for the occasion and maintaining good posture and eye contact can help you make a strong first impression.

Be mindful of your posture. Your non-verbal language might present you as insecure. Try to stand up straight and don’t fidget. You might not even notice that you’re nervously checking your watch or clearing your throat.

e What is the purpose of the text? to inform to entertain to persuade to instruct

f What is the topic of the text?

g Describe the main idea of the text in one sentence.

h What does the author want to teach us?

i According to the text, how long does it take for someone to form their first impression of a new person?

j How does the text suggest that fidgeting impacts a first impression?

k What are some examples of subtle icebreakers mentioned in the text?

l What’s the purpose of an icebreaker?

m How does the text suggest that body language is important to make a good first impression?

n Can you give three examples of body language that creates a strong first impression?

3 Look at the interactive picture and discover the words related to first impressions. Listen to the pronunciation and check the spelling.

4 What is happening in the pictures? Match the words to the correct picture.

a conversation – a first impression – to greet – a handshake – to introduce –an introduction – to meet – to mingle – to network – a reception – to socialize

5 Go online and find an easy explanation of the following words.

7 an icebreaker

8 to greet

Checklist: Ready? Set! Yes I think soNo

Ik kan het onderwerp van een Engelstalige tekst bepalen.

Ik kan informatie halen uit een Engelstalige tekst over eerste indrukken.

Ik ken in het Engels woorden rond eerste indrukken.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

GO!

1 Make an invitation for a reception you are organising to celebrate the 10th anniversary of your company.

STRATEGY ©VANIN

The company you work for has existed for ten years. To celebrate this anniversary the company is organising a big reception for all employees, clients, business partners, and investors. Your job is to create an invitation for this big event. Consider the tone, language, and details that would make the invitation appealing, and reflective of the significance of the occasion.

How to make an invitation?

Making an invitation isn't just about sharing event details; it's about setting the tone and creating an atmosphere. Whether it's for a corporate gathering, a social event, or a milestone celebration, making an invitation requires strategic thinking and creativity.

Make sure to include the following items:

1 Header

Design an attention-grabbing header for the invitation. Consider using a creative title or slogan.

2 Introduction

Begin with a warm and welcoming introduction. Acknowledge the uniqueness of the occasion and express excitement about the upcoming event.

3 Event details

Provide essential details about the reception:

• date and time

• location

• dress code (if any)

• any special instructions or requests

4 Purpose of the reception

Briefly explain the purpose of the reception, and its significance for the company.

5 Entertainment and activities

Mention any planned entertainment or activities during the reception. This could include a famous speaker or a band, food trucks ...

6 Replying information

Include details for replying. Provide contact information or a response link for attendees to confirm their participation.

Tips:

• Be creative and imaginative in your language and design.

• Use an appropriate tone that balances formality with the excitement of the event.

2 Write a short reply to a classmate’s invitation.

How to respond to an invitation?

STRATEGY

Responding to an invitation is an important part of event planning. Whether you're confirming your attendance or expressing regrets, your response helps the host make the necessary arrangements.

Try to:

• respond quickly to help with event planning

• follow the instructions provided in the invitation

• clearly say if you’ll come and whether you’ll bring someone with you

• express enthusiasm if attending; regrets if unable to attend

• show gratitude for the invitation

• include any requested additional information

• maintain an appropriate tone matching the invitation's formality

How to respond to an invitation?

Affirmative statements

Declining statements

USEFUL EXPRESSIONS

- Count me in! I'll be attending solo.

- I'll be there, plus one guest.

- Can't wait to celebrate with you all! Thanks for the invite.

- Thank you for inviting me to your event! It means a lot.

- Looking forward to the casual gathering! Count me in!

- Thank you for inviting me!

- Unfortunately, I won't be able to make it this time.

- I'm genuinely sorry to miss out on this occasion. Thank you for including me.

- I'm thrilled to be invited! Unfortunately, I have a conflicting engagement.

Show gratitude

Additional information

- I appreciate the invitation and your thoughtfulness.

- Thanks for thinking of me! I'm honoured to be invited.

- Regarding food allergies, I'm lactose intolerant. Thank you for your thoughtfulness.

- For song requests, I'm all about the classics!

- No food allergies here, but thanks for asking.

- Is your building wheelchair accessible?

3 The company stakeholders are coming for the big anniversary. The CEO has instructed you to pick up one of the stakeholders. Act out the first encounter at the airport.

a Form pairs to act out the situation.

b Who will be the stakeholder? Who will be the employee?

c Write out a conversation with your partner. Use the useful expressions.

How to meet someone in a formal manner?

1 Greeting

Good morning/afternoon/evening. Hello, it's a pleasure to meet you.

2 Introducing yourself

Allow me to introduce myself, I'm ... My name is …, pleased to meet you. I'm …, nice to make your acquaintance.

3 Acknowledging the other person

Thank you for taking the time to meet me. It's an honour to meet you, ...

4 Expressing interest

I'm excited to learn more about your work in ... I've heard great things about your contributions to …

5 Offering assistance

Please let me know if there's anything I can assist you with. If you need any further information, don't hesitate to ask. I'm here to help in any way I can.

6 Closing the interaction

Thank you for the opportunity to meet you. It was a pleasure meeting you. I hope we can connect again soon. I appreciate your time today. Have a wonderful morning/afternoon/evening.

4 It’s the stakeholders’ first time in Belgium. They would like to get to know Belgium. Make a presentation in which you introduce a Belgian city.

a Select a city. Choose a Belgian city to research and present.

I have to research

b Research the city.

Find information about the following subjects. Make notes:

History: investigate the historical background of the city. When was it founded? What significant events shaped its history?

Landmarks: identify and describe key landmarks, monuments, or historical sites within the city.

Culture: explore the cultural aspects, traditions, and notable events associated with the chosen city.

Notable features: highlight any unique features or characteristics that set the city apart.

c Create a presentation.

Use the information to create a presentation. This can be in the form of slides, or posters. Include images, maps, and other visual aids to make the presentation more interesting. Don’t use full sentences in your presentation.

Check yourself

Introduction: brief overview of the city's location and significance.

History: founding date and historical milestones.

Landmarks: list and description of key landmarks.

Culture: overview of cultural aspects, traditions, and events.

Notable features: unique characteristics or features of the city.

Visuals: inclusion of relevant images, maps, or illustrations.

Conclusion: summarize key points and encourage questions.

d Prepare yourself to present.

Limit yourself to a 3-minute presentation. Keep your sentences brief and to the point. Think about what you want to say; you can note this down. Do you remember how to give a presentation? You can use the strategy sheet on diddit to refresh your memory.

e Give feedback to one of your classmates. Your teacher will appoint the classmate who’ll give you feedback.

How to give feedback?

Be constructive:

STRATEGY

• Do not only mention what you think can be done better, but also what you appreciate.

• Try to give ‘negative’ feedback in between ‘positive’ feedback.

• Always be respectful in formulating your feedback.

• Don’t generalise: make clear in your feedback that this is your opinion.

Give examples:

• Support your feedback with examples or suggestions on how to do better.

• Help someone out.

Ask questions:

• Try to understand why someone did something that way. It might give you another view on things.

• Make sure you understand each other, so the person is inspired to take his presentation to the next level.

Checklist: Go!

Ik kan in het Engels een formele uitnodiging opstellen.

Ik kan gepast reageren in het Engels op een formele uitnodiging.

Ik weet wat ik kan zeggen in het Engels tijdens een formele ontmoeting.

Ik kan een stad voorstellen aan de hand van een Engelstalige presentatie.

Ik kan feedback formuleren in het Engels op een presentatie van een klasgenoot.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

UNIT 3: JUST DO IT THISMEANS BUSINESS

READY? SET!

1 Watch the video. Answer the questions.

a Describe in one sentence what happens in the video.

b Is it easy to create a product that sells itself?

c Why (not)?

d Which marketing strategy does Elon Musk apply? interruption marketing word of mouth billboards permission marketing

e Why would you need online marketing?

f What is ‘guerrilla marketing’? You can look this up online.

2 The power of marketing

a Read the words before you read the text. Tick off the words you already know.

Words from the text

Words I understand before reading

Words I understand after reading a tool a brand a goal to increase visibility

b Some words in the text look like Dutch words. What do they mean?

English

to promote a strategy a product a service potential an objective

c Do you know the words in another language? Write them down and complete the grid.

d Read the text and answer the questions in between the paragraphs.

The Power of Marketing: How it Helps in Business Growth

One of the most effective tools for promoting business growth is marketing. The most important strategy that any company can use is marketing. It helps businesses grow and make contact with their customers, and also increases brand recognition.

What is marketing?

Marketing means a broad range of activities designed to increase awareness of products and services, and to motivate potential buyers. While advertising is the most common form of marketing, it also consists of consumer research, product design, and other activities. On the other hand, sales are a result of successful marketing, not a part of it.

Importance of marketing for businesses

Marketing is essential for businesses of all types and sizes, which is why they often use different tactics to promote their products or services. Taking the time to understand the importance of marketing is essential for having success in any business. a broad range: a lot of

1 What is the best definition for the word ‘marketing’? making commercials for television selling your product or service in a store making your product known to a lot of people 2 Is marketing also useful for small businesses?

Marketing can increase the number of sales

Marketing is a powerful tool to make people aware of what your product is, and the advantages it provides. It gives people the necessary information so that they can understand and engage with your product, ultimately leading to increased sales.

Marketing can create opportunities to generate income

Marketing can be a great way to create revenue for businesses by using different strategies. One approach to increase profits is to lower the price of products, which will attract more buyers.

Set more specific and measurable objectives for your business

For a business to be successful, it needs to have goals and objectives

Marketing can help them to set these goals. By using marketing strategies, it will increase the brand’s visibility, and maintain its good reputation. to provide:

By utilising effective marketing techniques, it is possible to create a positive perception of your brand. To do this successfully, it is essential to provide excellent quality products and services to your target audience. This will not only help you build a good reputation for your product, but also your brand.

How do marketing strategies lead to success?

No matter how excellent your products and services are, it will be of no use if no one knows about them. This is why marketing strategies are such an essential part of any successful business. These strategies may include promotions, advertising, and media relations.

a perception: an idea of something

6 Very important: next to good marketing, what do your products need in order to sell well?

7 What do marketing strategies include?

3 Look at the interactive picture and discover the words related to marketing. Listen to the pronunciation and check the spelling.

4 Combine the words that match with each other after reading the text. a goal 2

5 Complete the text with words you learned in the previous text. Adapt the word to the sentence if necessary. Choose from the box. Watch out: there are more words than you need.

a brand – a goal – marketing – potential – a product – a profit – to promote –a promotion – a revenue – a service – a strategy – a tool – visibility

1

5 Hey there, fellow teens! Let’s dive into the wild world of marketing. You might be thinking, "What’s the big deal?" Well, let me tell you, it’s everywhere, and it’s shaping the world around us. So buckle up, because we’re about to break it down in terms we can all understand.

First off, what is marketing? It's like a – a big, flashy toolbox filled with all sorts of strategies and tactics. Its main job? To stuff. Whether it’s a , a , or even a service, marketing is the superhero swooping in to make sure everyone knows about it.

Now, why is it such a big deal? Picture this: you’ve got the best idea, the coolest product, or the most awesome

But here’s the catch – if no one knows about it, does it even exist?

That’s where comes in. It’s all about getting your stuff out there, boosting its , and making sure it reaches its full

But wait, there’s more! Marketing isn’t just about getting the word out – it’s also about making a . Yep, you heard me right. Behind all those flashy ads and catchy slogans, there’s a sneaky little goal: to make money. And hey, there’s nothing wrong with that. Just remember, as consumers, it’s important to be aware of the tricks and tactics that companies use to get us to buy stuff.

Oh, and let’s not forget about store displays! Ever walked into a store and felt like you were in a whole new world? That’s the magic of marketing at work. From eyecatching window displays to strategically placed products, every inch of a store is designed to grab your attention and keep you coming back for more. It's like stepping into a carefully crafted maze where every turn leads you closer to making a purchase.

6 Watch the video. Answer the questions.

a In which city is this store?

b What is being sold in this store?

c Which brands (logos) did you see in the clip?

d Would you go to this store to buy things yourself? Why?

e Which word from the text in exercise 5 is a synonym for the ‘presentation’ of merchandise in a store?

f What can you say about this concerning the store you saw in the clip?

g What is special about the presentation of the Dr. Martens shoes?

h Why is this?

i Are the products sorted by brand vertically or horizontally? vertically horizontally

j Do you think the owners did a good job with their display? Why? Yes/no, because

Checklist: Ready? Set! Yes I think soNo

Ik heb inzicht in verschillende marketingstrategieën en kan deze uit een Engelstalig videofragment halen.

Ik ken in het Engels woorden rond marketing.

Ik kan gericht op zoek gaan naar informatie in een Engelstalige tekst over marketing.

Ik kan informatie halen uit een Engelstalige video over winkelpresentatie.

Ik kan in het Engels mijn mening geven over het interieur van een winkel.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

GO!

1 Promote your own store!

a Step 1: choose a classmate and work in pairs.

b Step 2: pick a card. Here you can see what you will have to sell in your store.

c Step 3: target audience analysis

1 What age would your ideal customers be?

2 What interests would your ideal customers have?

3 What kind of lifestyle would your ideal customers have? Circle at least one.

budget-friendly – eco-friendly – healthy – like to eat – like to read – modern – rich –sociable – solitary – sporty – stylish – traditional – work a lot

d Step 4: advertising strategy

1 How would you advertise your business? Circle at least one option. with action – colourful – educational – emotional – with humour

2 Which types of media would you use to promote your business? social media print advertisements television commercials radio commercials guerrilla marketing

3 Describe in at least one sentence how you see this.

e Step 5: store display

1 Would your store be rather modern or rather traditional? modern traditional

2 Why?

3 Describe the display of your products in one or two sentences.

4 Would you rather display your products horizontally, or vertically? horizontally vertically

5 Why?

f Step 6: visualize

Make a drawing (on paper or online) to show roughly what your store should look like.

g Step 7: presentation

Put all the information you gathered into a presentation you will present to the rest of the class. Make sure you have at least 5 slides and that your listeners can visualize your store.

Do you remember how to give a presentation? You can use the strategy sheet on diddit to refresh your memory.

2 Now design your own social media ad for your store.

a Make a short video in which you advertise your store.

How to advertise your product on social media?

Step 1

Ask yourself the following questions:

• What are you selling?

• Who are you selling it to?

• What are their needs?

• What are they looking for?

Inform yourself:

• Do enough research about your product: know what you are selling.

• Make a profile of your customer.

• Make a list of the (dis)advantages of your product.

• Write down the benefits of your product for the customer you profiled.

Step 2

• Make it personal: adapt the clip to the needs of the customer.

STRATEGY

• Make sure the customer understands the benefits the product can give them.

• Address your listeners with a loud and clear voice, and be enthusiastic.

Step 3

• Make sure your clip is short (around 15 seconds).

• Visualize your product or your store: use a picture or an object.

• Choose the right platform for your video/reel.

b Send the video to your teacher and go viral.

3 Answer these questions about one of the advertisements of your fellow students.

a Whose advertisement did you choose? names: 1 2

b What are they selling?

c How did the advertisement make you feel? Circle at least one option. confused (I didn’t feel anything) – energetic – enthusiastic – happy –indifferent – inspired – interested – sad

d What was the main message or theme of the advertisement?

e Did the advertisement make you want to learn more about the product or service? Why (not)?

Yes/No because

f Did the advertisement use any persuasive techniques or strategies? If so, which ones?

g What did you think about the overall ‘creativity and originality’ of the advertisement? Rate this on a scale of 5.

h Did the advertisement effectively target its intended audience? Rate this on a scale of 5.

i How do you think the advertisement could be improved, or made more effective?

Checklist: Go! Yes I think soNo

Ik kan in het Engels een winkel promoten op een manier die geschikt is voor dit type winkel.

Ik kan in het Engels een product adverteren op sociale media.

Ik kan in het Engels mijn mening geven over de advertentie van een medeleerling.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

UNIT 4: (CAT)FISHING IN THE SOCIAL MEDIA SEA THISMEANS BUSINESS

READY? SET!

1 Watch the video. Answer the questions.

a What is the video about?

b Describe the term ‘digital identity’ in your own words.

c Give some examples of such information online.

d What are the three steps mentioned in the clip? Briefly explain them. 1 2 3

e How is your digital identity relevant when you start looking for a job?

2 Companies often search for potential candidates online. Your digital identity can change the course of finding a job later on in life. Answer and discuss the following questions.

a Have you ever googled yourself? Give it a try and discuss with a partner what you can find out about yourself. Do your findings reflect your offline-self? Why (not?)

b Pair up with a classmate and look up information about each other online. Do you (dis)agree with the reflection of your classmate's digital identity? Report to class.

3 Knowledge is power. What happens with all our online data? a Read the text.

https://vulcanpost.com/715788/how-social-media-firms-use-your-data/

“If you are not paying, you are the product”: what social media firms do with your data.

Jae Chia | October 5, 2020

Netflix’s docudrama The Social Dilemma caused trouble online all around the world, because it highlighted some serious social media issues.

We have all heard about the negative effects of social media – from addiction to privacy issues – but social media companies are notoriously silent about how they control what users do and say, or how they interact online, and what they do with user data However, the documentary sheds light on the issue focussing on some big names from social media networks, like Facebook, Twitter and Google. So what exactly goes on behind the scenes of social media sites?

Types of consumer data collected

According to Forbes, social media sites collect so much data that “they can’t remember all the ways they surveil us.” The types of data that these social networking companies are able to gather from you fall into three broad categories:

• Personal data

• Engagement/Behavioural data

• Attitudinal data

Some examples are how Facebook and Instagram can show what people care about via the ‘like’ button, and the information they reshare. Or the millions of product images that are pinned to personal boards on Pinterest that provide insights into shoppers’ desires. Tweets on Twitter (now ‘X’) also give a real-time insight into the news that users around the world are consuming, and what is important to them at any given point in time.

Using your data to keep you ‘addicted’

There’s a saying that goes: if you’re not paying for a product, then you are the product. Social media sites like Facebook and Instagram are known for being completely free to use. Advertisers are the ones who pay for the services, and it is the consumers’ attention that the sites are selling. This means it is important for social media sites to keep us on their website or app for as long as possible. Because they have knowledge about which posts users like and have engaged with, social media sites know how to constantly recommend content specifically made for our preferences. This is usually why users end up, unknowingly, spending long hours on Facebook or YouTube.

notoriously: famous for something bad to shed light on: to help explain something to surveil: to carefully watch someone

Surveillance capitalism

Have you ever searched for a pair of shoes from your favourite brand online? Before you know it, you will be spammed with Google and Facebook ads for more items from the brand. Surveillance capitalism is the reason why this happens.

These companies collect and examine our online behaviour by following our searches, likes and purchases, so they can produce data that can be used for commercial goals. Big tech companies, like Google, Facebook, Amazon, and Apple, collect and control huge amounts of data, which has led to the big growth of these companies.

Google, for example, processes on average 40,000 search questions every second, which translates to over 3.5 billion searches a day.

Manipulating your behaviour

From your emotions to political views, social networking sites can directly or indirectly manipulate your behaviour. In 2018, a firm called Cambridge Analytica had purchased Facebook data on tens of millions of Americans without their knowledge to “help elect Donald Trump as president.”

Afterwards, Facebook’s Mark Zuckerberg had to explain himself before Congress, and a year of debates about the privacy rights of online consumers began.

Many argue that we live in online ‘filter bubbles’ that only expose us to the ideas we already agree with. This could be due to the algorithms on social media that push us content similar to what we have liked previously. Since people do not see any opposing views, this leads them to believe their opinion must be right all the time.

Is it all doom and gloom?

The Social Dilemma is almost dystopian, and paints an unhappy picture about a world ruined by social media. Besides privacy and data, social media is also known to bring about problems like stress, self-esteem issues, and even depression. However, it is not all bad.

Millions of people have made meaningful connections, built businesses, and got educated via social media.

For most, even when they know how social media firms use their data, it is highly unlikely they will disconnect from it completely … However, with this knowledge, you can become more critical of all the issues surrounding social media, and more aware of how to prevent yourself from succumbing to the problems that come with it.

Adapted from: vulcanpost.com, Jae Chia

to expose: to make something public an algorithm: a set of instructions to perform tasks

dystopian: relating to a bad society to succumb to: to be overwhelmed or overcome by something

b What type of text is this?

c What is the main purpose of the text? to give information to entertain to persuade to activate

d Explain in your own words what ‘user data’ is.

e Some famous companies are mentioned in the article. What type of data did they collect?

Facebook/Instagram

Twitter/X Pinterest

f Why is it important for social media sites to keep us on their platform for as long as possible?

g True or false? Explain your answer.

1 The documentary The Social Dilemma made people more aware of how their user data is being used.

2 Social media sites are interested in selling products directly to consumers.

3 One of the reasons we are bombarded with targeted ads is linked to surveillance capitalism.

4 Social media only causes harm to its users.

h Three types of data are mentioned. Try to give an example of what can be meant for each one.

1 Personal data:

2 Engagement data:

3 Attitudinal data:

i Examples of this are Instagram’s ‘Explore’ page and TikTok’s ‘For You’ page. Open up your social media account and check these pages. What type of content does it show you? Report back to class and discuss your findings.

j You have probably received some ads while scrolling as well. Can you give a personal example of surveillance capitalism?

4 Look at the interactive picture and discover the words related to social media. Listen to the pronunciation and check the spelling.

5 Complete the following sentences with a word from the text.

1 I’m looking forward to our weekend away! I’m ready to take a few days to from the digital world.

2 Social media platforms allow users to with friends and family in real-time.

3 The new software provides valuable into customer preferences, and behaviour.

4 I searched the internet for a gift for my boyfriend yesterday, and now I’m getting with ads about aftershave and sports cars!

5 Online quizzes and games often ask for personal information, so it's important to protect your

6 The debate aimed to participants in discussions about the future of technology.

7 Shady companies may attempt to people’s user data, to influence their political views.

Checklist: Ready? Set!

Ik begrijp een Engelstalige video over digitale identiteit.

Ik ken in het Engels woorden rond sociale media en gebruikersdata.

Ik kan relevante informatie halen uit een Engelstalig artikel over online gebruikersdata.

Wat kan ik al?

©VANIN

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

1 You are starting a new job. As a social media data researcher, you know a digital identity is important. Watch the video before you start the job.

a Describe in one sentence what the video is about.

b How is it said in the video that something is wrong with a candidate?

c Why do companies check the social identity besides a candidate’s performance and ability to do a job?

d What are digital footprint checks?

e Give 3 examples of red flags than can be found with a digital footprint check.

f Can you, or should you, as a company do digital footprint checks yourself?

2 You have become part of a marketing corporation. They have sent you your first assignment as their new Social Media Data Researcher.

a Read the email you have received.

Dear Jenny

I am happy to give you your first assignment for our company Grow Your Brand Inc., as our new Social Media Data Researcher. You will have to match a social media influencer to each of our clients on the list.

You will have to research and collect data on 5 social media influencers. Please analyse the data carefully so that both influencer and client can have a wonderful collaboration.

The clients on our list are the following:

- Spotify

- a Belgian donut shop

- Tesla

- a family-owned handmade jewellery business

- a 24 hour fitness gym

Please contact our Head of Client Services, Ms Daniels, when you have any questions.

Best wishes

J. Jackson

Human Resources Manager

b Write an appropriate email response to the Head of Client Services. Do you remember how to write an email? You can use the strategy sheet on diddit to refresh your memory.

Ask for the following things in your email:

1 How many influencers do you need to offer to each client?

2 What is the deadline for your assignment?

3 Add one personal question of your choosing. Have a look at the useful expressions below.

How to write a business email response?

Giving confirmation

USEFUL EXPRESSIONS

- I have received the email and reviewed the assignment details.

- Just to confirm, my task is to …

Asking for extra information or feedback

- Could you please provide further details on … ?

- Would it be possible to discuss … ?

- If you have any suggestions on …

Assuring someone

- Rest assured, I will begin working on the assignment immediately.

- I will start on this assignment and make sure it is completed on time.

Closing

- Thank you for the opportunity.

- I look forward to working on this project.

Check yourself

I wrote a correct subject title.

I used a formal and correct salutation.

I described my three questions.

I used the useful expressions.

I wrote clear and coherent sentences.

I reread my email for spelling mistakes.

3 It’s time to get to work. Use the internet to look for appropriate influencers for each customer.

a You can use websites like Hypeauditor, Ainfluencer and Klear to find lists of influencers.

b Complete the list below with the information you have found. Choose at least 3 brands from the email.

BRAND 1:

Name of the influencer:

Followers count:

Engagement rate:

Type of influencer (mega, macro, micro or nano):

Region of influencer:

I think this influencer is a great match because

BRAND 2:

Name of the influencer:

Followers count:

Engagement rate:

Type of influencer (mega, macro, micro or nano):

Region of influencer:

I think this influencer is a great match because

BRAND 3:

Name of the influencer:

Followers count:

Engagement rate:

Type of influencer (mega, macro, micro or nano):

Region of influencer:

I think this influencer is a great match because

4 It is time to present the selected influencers to the clients.

a Use the strategy box to prepare your presentation.

How to give a presentation to a client?

INTRODUCTION

STRATEGY

• Introduce yourself and the topic of your presentation: e.g. " Hi, I am ... Today, I'll be presenting my findings on potential influencers for a collaboration with [name of the companies]."

• Introduce yourself and provide a quick overview of the research process.

MIDDLE

Company background:

• Briefly introduce each company.

• Mention their industry, products/services, target audience and marketing goals.

Influencer criteria:

• Outline the criteria used to select potential influencers.

• Include factors like audience engagement rate, content relevance, and how they match with the client’s brand.

Research method:

• Explain how the influencers were identified and evaluated.

Influencer profiles:

• Present profiles of the selected influencers.

• Include key information such as:

- name and handle

- number of followers/subscribers

- audience demographics (age, gender, location)

- previous brand collaborations (if any)

- relevance to the company's target audience and brand

Potential collaboration opportunities:

• Discuss potential ways the companies could collaborate with each influencer.

• Highlight the benefits of collaborating with each influencer, such as reaching a new audience.

Recommendations:

• Make recommendations for which influencers would be the best fit for each company.

• Explain how each influencer matches with the company's goals and target audience.

CONCLUSION

• Summarize the key points.

QUESTION AND ANSWER SESSION

• Encourage the companies to ask questions, or for more info on any aspect of your presentation.

• Respond confidently and knowledgeably to any questions.

CLOSING

• Thank the companies for their time and attention.

• Offer to provide additional information or assistance as needed.

• End on a positive note, expressing excitement about the potential collaborations.

b Take on the role of a client during the presentation of a fellow student. Make notes and ask relevant questions to what they say.

Checklist:

Ik kan relevante informatie selecteren uit een Engelstalig videofragment.

Ik kan in het Engels een zakelijke mail opstellen en beantwoorden.

Ik kan online informatie opzoeken over influencers en deze samenvatten in een kader.

Ik kan aan de hand van een stappenplan een presentatie geven in het Engels aan klanten.

Ik kan in het Engels relevante vragen stellen bij de presentatie van een medeleerling.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

UNIT 5: JUST SAY NO! THISMEANS BUSINESS

READY? SET!

1 Read the newspaper article from The Guardian. https://www.theguardian.com/commentisfree/2022/apr/18/ultra-fast-fashion-retail-sites-shein

Ultra-fast fashion is taking over – and using every trick in the book to get us addicted

Fashion retail sites such as Shein constantly add new styles at incredibly cheap prices, normalising overconsumption.

1

High street brands such as H&M and Zara have been accelerating the speed of fast fashion for years, but the 4,414 new styles H&M added to its US website this year isn’t even the worst of it – enter ultra-fast fashion.

The Chinese fashion retail website Shein was recently valued at $100 billion and has added almost 315,000 styles to its website this year alone. At the time of writing, Shein UK has 4,029 items in the under £5 section, with several crop tops and miniskirts priced at an alarming £1.99.

Fashion, especially the cheap kind, is addictive. That’s why ultra-fast fashion brands such as Shein keep increasing the number of styles on offer, while social media ads and customer-generated content, such as ‘haul videos’, make sure that fashion addicts never forget about their drug. Some of these videos are sponsored by the brands, but the personable, chatty style helps viewers forget that they are, in fact, watching ads. Wealthy YouTubers disguised as average shoppers normalise the idea of ordering bags full of clothes every single week.

to accelerate: to go faster

My friend Toni Murphy, a 25-year-old content creator from London, was previously addicted to Shein. She started overconsuming fast fashion when her student grant and loan gave her access to more cash than ever before. Sceptical of Shein’s low prices she avoided it at first, but eventually gave in. “My addiction kind of just started during the pandemic. And that was because I was getting these ads about it,” says Murphy. Several times a day she would come across Shein ads on Instagram and on websites using cookies that promoted items she’d previously Googled or added to her wishlist – they were unavoidable

Despite receiving some items that were not as described or photographed, the price and range of styles kept her hooked. “What kept me going back was the fact that it was cheap,” she says. “They were targeting me with certain things that they knew would tempt me.”

Brands are moving from fast to ‘forever fashion’ – but are new clothes ever sustainable?

Murphy now feeds her fashion addiction with second-hand apps such as Depop and Vinted instead, but her friend, who is a student ambassador for Shein, is £2,000 deep into her overdraft. For so many, it seems impulsion and consumerism are more powerful than a desire for a world in which female clothing workers can work in a safe environment, let alone live happy, full lives – some workers at factories supplying Shein reported working more than 75 hours a week. In one of them, workers got one day off a month. (After a report into working conditions at these factories, Shein said it had a strict supplier code of conduct, and that it would be investigating.)

Ultra-fast fashion is not good news for the planet, either. At this rate, by 2050 the fashion industry may use almost a quarter of the world’s carbon budget. Around 60% of Gen Z say they have changed their personal spending habits and behaviour to reduce their environmental impact, but they also seem to be pushing the growth of ultra-fast fashion – the attitude-behaviour gap is huge.

Giving up fast fashion altogether is a tall order for young people still figuring out how to express themselves, and manage their finances, in the face of years of a bad economy, rising university fees, and impossible beauty standards. It’s up to those of us with the time, energy and experience to hold the corporations to account.

Adapted from: The Guardian, Zainab Mahmood

a grant: an amount of money given by the government a loan: an amount of money that is borrowed from a bank unavoidable: impossible to avoid sustainable: causing little damage to the environment consumerism: the situation in which too much attention is given to buying and owning things.

a code of conduct: a set of rules that you must follow

DID YOU KNOW?

We don’t only pay with dollars in the USA and pounds in the UK but also in other parts of the world. Look at the following grid.

Dollar - $

United States dollar (USD)

Australian dollar (AUD)

Canadian dollar (CAD)

Hong Kong dollar (HKD)

New Zealand dollar (NZD)

a What is the purpose of the text?

b Who is the text meant for?

Pound - £

British pound (GBP)

Egyptian pound (EGP)

c Describe the main idea of the text in one sentence.

d What is ultra-fast fashion? Explain in your own words.

e What are ‘haul videos’? You can use the internet.

f How does social media play a part in ultra-fast fashion?

g How did Toni Murphy get addicted to ultra-fast fashion?

h How does Toni try to maintain her fashion addiction without spending too much money?

i In what way are factory workers being exploited by ultra-fast fashion brands such as Shein?

j Besides ultra-fast fashion being addictive and exploitative, it has another negative aspect. What is it?

k Why is it difficult for young people to not buy ultra-fast fashion brands?

l Are you an ultra-fast fashion lover? Discuss in class.

m What can you tell me about your shopping habits? Complete the questionnaire. Discuss the results in class.

1 How often do you go shopping?

Every day

A few times a week

About once a week

Once a month

A few times a month

Less than once a month

2 Where do you usually go shopping?

The mall/shopping centre/retail park

Grocery store Online Department store Boutique I don’t shop

3 What do you usually buy when you go shopping? Clothes Makeup

Groceries Electronics Shoes I don’t shop

4 How much money do you usually spend when you go shopping?

€50 or less

€51 - €100

€101 - €200

More than €200 I don’t shop

5 Do you usually go shopping alone, or with someone else?

Alone

With someone else

6 How do you feel about your overall shopping experience?

2 Look at the interactive picture and discover the words related to consumption. Listen to the pronunciation and check the spelling.

3 Match the words about consumption to their correct definition.

an overdraft 1

a content creator 5 a corporation 4 to tempt 3 to target 2

to direct advertising, criticism, or a product at someone

someone who produces and shares online material, such as videos, articles, or social media posts, often for entertainment or information B

to make someone want to have, or do, something, especially something that is wrong

a large company or group of companies that is controlled together as a single organization

being allowed to take out more money from your bank account than you actually have

4 Complete the sentences with the correct word about consumption.

1 I enjoy shopping at various stores to explore different fashion styles.

2 Nike is a globally recognized known for its innovative sports footwear.

3 It’s essential to be mindful of our ecological footprint and not resources.

4 Companies often use social media platforms to their products.

5 Buying clothing is a sustainable and budget-friendly way to shop.

6 The farmer relies on a to provide seeds and fertilizers for the crops.

Checklist: Ready? Set! Yes I think soNo

Ik kan informatie opzoeken in een Engelstalige tekst over consumptie.

Ik kan mijn mening geven over ultra-fast fashion en overconsumptie.

Ik ken in het Engels woorden rond consumptie.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?

GO!

1 Dreaming about your own (web)shop

a You want to start your own (web)shop. Brainstorm about which specific (web)shop you would want to open.

STRATEGY ©VANIN

b Create a questionnaire in which you ask potential customers what type of products they want to buy (online), and what they are looking for in a (web)shop etc. Use an online tool like Google forms. Make sure you have at least 7 questions.

How to create a questionnaire?

1 Know your purpose: figure out why you are creating the questionnaire and what info you need.

2 Think about who is answering: consider who your questions are for (their age, where they live etc.).

3 Decide on question types: yes-no questions, multiple choice, scales (1-5). Use different types to keep it interesting.

4 Keep it simple: use clear and easy words. Make sure each question is easy to understand.

5 Put questions in order: arrange questions in a logical order.

6 Be clear: avoid confusing words; be specific in your questions.

7 Keep it short: keep it short and focus on what’s important.

8 Say thanks: end with a thank-you message and explain what you’ll do with their answers.

9 Check for mistakes.

Remember: The goal is to make it easy for people to answer, and to give you the info you need.

c Send this questionnaire to your fellow students.

d Complete the questionnaires you received from your fellow students.

e Analyse and summarise the information you got from the questionnaire. Report to class.

2 CyberShop: discover, click and buy?

a Look at the following products.

b You want to buy one of these products, but you still want some extra information. Think of three possible questions you would want to ask. Do you remember how to compare things? Scan the QR code to refresh your memory.

c Let’s get chatty. Use the chatbox to:

1 ask your three questions

2 ask how you should place an order

3 ask when it will be delivered

Give your chatbox to a fellow student. He/she will reply. Tip: first read the useful expresssions.

How to place an order?

1 Starting the order

I’d like to order (product/service).

Can I buy (product) online?

How do I purchase (item) from your website?

I want to place an order for (product).

USEFUL EXPRESSIONS

I’m interested in buying (product), but I still have some questions.

2 Asking about availability

Is (product) available for purchase?

Do you have (item) in stock?

Are there any (product) left?

3 Providing product details

I’m interested in the (product) in (colour/size).

Could you tell me more about the (item) specifications?

4 Checking price and payment

What payment options are available?

Can I pay with a credit card/PayPal/Payconiq/…?

5 Address and delivery information

How long will it take for delivery?

Can you deliver to (country/city)?

6 Finalizing the order

I’d like to confirm my order.

Please proceed with my purchase.

Can you send me a confirmation email?

7 Asking for help

I’m having trouble with the ordering process. Can you help?

Is there a customer service number I can call for assistance?

d You are going to buy the product. Complete the form.

THE BUCKLE STORE

COMPLETE NAME

FIRST NAME            LAST NAME

EMAIL ADDRESS

SHIPPING ADDRESS

STREET ADDRESS CITY

TELEPHONE NUMBER

DELIVERY OPTIONS

STANDARD SHIPPING (FREE FROM €50)

EXPRESS SHIPPING (+€7)

IN-STORE PICK UP (FREE)

MODE OF PAYMENT

PAYCONIQ

BANCONTACT

VISA

KLARNA (PAY LATER)

PAYPAL

NOTES

I AGREE WITH THE STORE POLICY AND CONDITIONS.

YES  NO

SUBMIT FORM >

3 Customer service

a You bought a product at H&M but something went wrong and you need to return it. Go to their website to read their return policy. Google ‘H&M return policy’.

b Your teacher will hand out a card with the product you bought, and what’s wrong with it.

c Prepare a conversation together with a fellow student. Use the information from the return policy to solve the problem. Read the strategy box first.

d Act out the conversation in front of the class.

How to deal with (unhappy) customers?

1 Listen carefully

• Pay full attention to the customer’s concern(s).

• Let them express their problem without interrupting them.

2 Empathize

• Show understanding and empathy.

3 Apologize sincerely

• Apologize for any inconvenience, even if it is not the company’s fault.

• A sincere apology can ease the tension.

4 Gather information

• Ask relevant questions to understand the problem.

• Collect details in order to solve the issue.

5 Offer a solution

• Offer a clear solution for the problem.

• If possible, offer different options for the customer to choose from.

6 Take responsibility

• If the problem is the company’s fault, take ownership of the problem.

• Assure the customer that you will solve it.

7 Provide timelines

• Give a realistic timeline within which the problem will be solved.

8 Thank them

• Express gratitude for their patience and understanding.

• Thank them for bringing the problem to your attention.

Remember!

• Stay calm throughout the conversation.

• Keep a positive and helpful attitude.

Shopping

• You are working in a store of your choice (clothing store, life-style store, perfume store, multi-media store, etc.).

• There is a customer who needs your help. Help him/her out by making the right choice, guiding him/her through the store.

• Guide the customer to the till and help him out.

STRATEGY

• You want to buy a product of your choice (clothing items, new phone, decoration, perfume, etc.).

• Ask the shop assistant for help.

• Go to the till to pay for your products.

4

Student A

Student B

a Prepare a conversation together with a fellow student. Read the useful expressions from the box.

How to have a conversation in a shop?

How to start a conversation?

USEFUL EXPRESSIONS

Shop assistant Customer

- Welcome to (name of the store).

- (How) Can I help you?

- Are you looking for anything in particular?

- Thank you for stopping by! If there’s anything you’re looking for, just let me know.

- If you have any questions, I’m here to help.

- If you need help finding anything or have questions, don’t hesitate to ask.

How to ask/give product information?

- Good morning/Good afternoon.

- Yes please, I’m looking for …

- No thanks, I am just looking.

Shop assistant Customer

- You can find (product) over there/at the back of the store/on the first floor. Let me show you.

- Yes, there is a discount of 30%.

- What specific features are you looking for?

- Let me show you how (product) works.

- Based on what you've told me, I think this (product) would be a great fit for your needs.

How to offer/ask for assistance

- How much is this .../ are these …?

- Are they on sale?

- I’m specifically looking for …

- I need …

Shop assistant Customer

- If you have any questions at all, or need further details, feel free to ask. I'm here to help.

- Did you find everything you needed?

- Feel free to use the fitting rooms, and if you need a different size or colour, just give me a shout.

- Would you like more information about the discounts?

- I can verify our stock to see if we have more of the item you're interested in.

- Can you help me find …?

- Could I try this on?

- Does this item come in a different size/colour?

Payment

Shop assistant Customer

- If you decide to go with this (product), our checkout is right over there.

- That’s … pounds.

- Yes, of course. We accept all types of payment.

- Would you like a bag for that?

- Here is your receipt.

- Should you have any questions about your purchase later on, our customer service is here to help.

- Thank you for shopping with us. We hope to see you again!

- I hope you enjoy (product).

b Act out the conversation in front of the class.

Checklist: Go!

Ik kan in het Engels een enquête opstellen.

Ik kan een product online aankopen in het Engels.

Ik kan een aankoopformulier in het Engels invullen.

- Here you are.

- I also have a voucher.

- Do you take credit cards or is it cash only?

- Could I please have a receipt for my purchase?

- In case I need to return or exchange something, what’s your policy?

- Is there a specific process for refunds if I change my mind?

Ik begrijp de aankoopvoorwaarden van een winkel en kan deze informatie inzetten bij het oplossen van problemen.

Ik kan in het Engels op een gepaste manier met klanten en hun problemen omgaan.

Ik kan in het Engels een winkelgesprek voeren.

Wat kan ik al?

Wat lukt nog niet goed? Wat moet ik doen om dat onderdeel beter te kunnen?