Unit 6

Writing Creative Business Texts

Creative Business Advertising

Writing for business is usually rather formal. Some business writing must be

informal and creative like the following.

- advertisements

- names of products (even of companies )

- slogans

- brochures

- all kinds of promotional material

We are going to work on three kinds of creative business writing:

1. advertising / promotion language

2. launching a new product

3. the language of tourism

Headlines, Slogans and set phrases

Headlines call attention to the news items in newspapers etc. Large headlines

are used for big stories, small headlines for less important stories.

Slogans are generally found in advertisements.

Set phrases are phrases which are used over and over again in the English –

Speaking Press through out the world.

Examples of headlines, slogans and set phrases with their meanings

1. Mob runs amok = A crowd gets out of control.

2. A confidence booster = A team or player wins an important match.

3. Sensational shopping = Advertisement for bargains at a Shopping

Centre

4. Smooth as silk = Thai International Airways

5. The ungodly hour of 5 am = Very early in the morning

6. Steeped in History = World Heritage- Ban Chaing

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7. Breath taking views = Phurua National Park

8. Gateway to Your Business Success = A course to improve your Business

9. Time for a Change = An election slogan aimed at changing the

Government

10. Get real = Be realistic about the situation

Activity

Work in groups of three. Go to the library to search for the examples of

headlines, slogans and set phrases with their meanings, share them with other groups

and present to the class.

The Language of Advertising and Promotion Study the following examples

Example 1

Singha Beer

Correctness : correct English ( in Thai, we say Beer Sing)

Suitability : very suitable : being a Thai beer, but perhaps difficult for a

foreigner being a Thai word and difficult to pronounce

Catchiness : catchy, despite it being a little difficult to pronounce, foreigners

like it.

(Adapted from Folland, 2004, p. 42)

From the example: the name of the product is Singha Beer

The language used to advertise the product is very suitable for Thais and foreigners

except the pronunciation for the foreigners because it is a Thai word.

When we advertise the product, we usually use catchy words to make it easy to

remember.

Example 2

from a can of orange juice: For better taste chilled and shaken well before

serve

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Correctness : incorrect

Change to : For a better taste, chill and shake well before serving

Here is another example of advertising:

Example : Kloster Beer Happiness You Can Drink

Correctness : good, correct language

Suitability : very suitable, gives the idea that if you drink this beer you

will be happy

Catchiness : very catchy, easy to remember

Exercise 1

Try to find product names, slogans and instructions for use.

- Find good examples (both correct and incorrect) of all categories

Make a written report, stating what is good or bad, correct or incorrect and especially

your reasons for suitability, or unsuitability, and catchiness.

- Enter your best finds on the list below. At least, 3 examples of each

category.

- In group, collect as many examples as possible of the following:

Names of products in English:

study them for correctness

suitability

catchiness

If there is an error, give the correct language or a better word or phrase.

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Product Name

1._______________________________________________________________

Correctness: _____________________________________________________

Suitability : ______________________________________________________

Catchiness: ______________________________________________________

2.________________________________________________________________

Correctness: ______________________________________________________

Suitability : ______________________________________________________

Catchiness : ______________________________________________________

3.________________________________________________________________

Correctness : _____________________________________________________

Suitability : _____________________________________________________

Catchiness : _____________________________________________________

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Slogan

1._________________________________________________________________

Correctness : ______________________________________________________

Suitability: _________________________________________________________

Catchiness : _________________________________________________________

2.___________________________________________________________________

Correctness: _________________________________________________________

Suitability : _________________________________________________________

Catchiness : _________________________________________________________

3. ___________________________________________________________________

Correctness: _________________________________________________________

Suitability : _________________________________________________________

Catchiness : _________________________________________________________

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Instructions / Directions / List of Contents

1.___________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

Correctness:

____________________________________________________________________

____________________________________________________________________

2.___________________________________________________________________

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Suitability: ___________________________________________________________

Catchiness:

_____________________________________________________________________

Correctness:

_____________________________________________________________________

3.___________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

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Correctness: _________________________________________________________

Suitability: __________________________________________________________

Catchiness: _________________________________________________________

Launching a New ProductExample

New Product : a flying umbrella

Name : FLYME

Explanation : an umbrella that can be used for flying short distances-

especially for use in the city

Description : just like a large golf umbrella, but with stronger material and

with straps to hook under the armpits, and with a miniature helicopter engine

for vertical ascent / descent and forward / reverse flying, with voice-activated

controls

Directions for use: simply, open the umbrella, press the start button and

speak into the voice-activating control microphone (uses 10 different

languages) for take-off, landing, forward, reverse, speed, etc.

Slogan : Flyme Flies Over the Worst Traffic Jams

TV script for this product: FLYME

* a big traffic jam

* a woman in business suit in BMW stuck in the jam

* a man in business suit on a big bike

they are talking on their mobile phones :

Woman: Oh no. I’m going to be late. I’m stuck in a traffic jam.

Man : Ah, the contract’s going to be mine. I’ve got my bike.

Woman: Please wait for me. So, they can decide whose idea is

better.

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Man : No way! Too bad. Listen to the beautiful sound of my bike.

Bye.

Woman (to herself): Oh no, what can I do?

(an umbrella knocks on the woman’s window)

Umbrella: Excuse me, ma’am, may I introduce myself? My name’s

Flyme and I can fly you to your meeting faster than any

Motorcycle.

Woman: Really? What must I do?

Umbrella: Just open me and tell me where you want to go. I’ll do

the rest.

(The woman opens the umbrella and flies over the traffic.)

( The woman walks out of an office holding a contract in her hand)

(The man drives up on his bike.)

Man : How? How on earth?

Woman: Flyme flies over the worst traffic jams.

(The woman flies away waving the contract.)

Remember, this is not so serious, except in terms of being creative and using

your English to express feeling and to sell your product.

Exercise 2

Work in groups of three, suppose you are launching a new product. Think

of a product, give it a name, describe it and explain how to use it, then write the

script for advertising on TV in a similar way to the example above. Then write up

your task on a separate sheet for presentation to your shareholders.

The Language of a Tourist DestinationTourist destination can be countries, regions, cities, islands, resort towns,

national parks, mountain regions or lake districts)

Example of an advertisement about Thailand.

Destination : Thailand

The picture : A beautiful Thai girl in national costume holding a

garland of flowers and smiling

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The slogan : Thailand- The Land of Smiles

The ad : To a land of smiles. Smiles and smiles.

To miles and miles of smiling, sunny sand.

To welcoming waters.

To markets. To parks. To history.

All with a smile.

In the morning. In the evening.

Come to the land of smiles. Come to Thailand.

Exercise 3

Answer the questions about the language in the example.

1. What is the key word?

_____________________________________________________________

2. How is it used to tell Thailand?

_____________________________________________________________

3. What special language techniques are used?

_____________________________________________________________

Exercise 4

Read this example of an advertisement about a world tourist destination.

The destination : New Zealand

The picture : A balloon flying over mountains

The slogan : Free and easy Kiwi Holiday

The ad : Experience the most enchanting season of New

Zealand with a

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Free and easy Kiwi Holiday

5 Days / 3Nights 5 Days / 3 Nights 6 Days / 4 Nights

Fantastic North Island Miracle of South Island Delightful Islands

Baht 25,700 Baht 27,500 Baht 33,000

Free City Tour with every package

Now, answer these questions.

1. What is the place they are advertising?

__________________________________________________________________

2. What is the slogan?

__________________________________________________________________

3. How does the picture give the same idea as the slogan?

________________________________________________________________4. What is the main idea of the ad?

__________________________________________________________________

5. What else is free?

__________________________________________________________________

6. What type of verb is used to get people to go there?

_________________________________________________________________

7. What is the verb?

__________________________________________________________________

8. What superlative is used? Why?

__________________________________________________________________

9. What adjectives are used to sell the islands?

___________________________________________________________________

10. What noun is used?

___________________________________________________________________

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Exercise 5

Write your own advertising language.

imagine you are writing an ad for your country in a magazine

use short sentences, repetition, rhyming and alliteration.

You must think of the readers of the magazine and what will interest

them in

Thailand.

You must make your ad exciting for special groups of people:

teenagers,

businesspeople, another group of your own choice

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The Language of a Tourist AttractionTourist attractions include geographical places like waterfalls and mountains,

cultural or historical places like museums or temples and typical tourist attractions

like beaches, amusement parks and markets.

Example of tourist attraction in England

The attraction : The Lake District (northwestern England)

The picture : A landscape photo of a lake with hills in the

background.

The slogan : Visit the Lake District

The ad : One of the loveliest areas in Britain. Visited by people

looking for

Peace and beauty.

See the flowers in spring. The bright yellow

daffodils. The red tulips. The trees in

blossom.

Swim in clear lake waters in the summer.

Hike away the long days.

Watch the leaves turn golden in the autumn.

Feel the romance in the air.

Experience some of the finest scenery in the

world.

The Lake District has high, misty

mountains.

And of course, the lakes.

Like nowhere else in England.

Get away from it all.

Find new peace in the Lake District

(Folland, 2004, p.51)

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Exercise 6

According to the example, answer these questions about the language used

in advertising.

1. What imperatives are used?

_______________________________________________________________

_______________________________________________________________

2. Why are they used?

_______________________________________________________________

_______________________________________________________________

3. What adjectives are used?

_______________________________________________________________

_______________________________________________________________

4. What are the things this ad says a visitor can feel?_______________________________________________________________

_______________________________________________________________

5. What are the things this ad says a visitor can see?

_______________________________________________________________

_______________________________________________________________

6. What are the things this ad says a visitor can find?

_______________________________________________________________

_______________________________________________________________

Exercise 7

Write full sentences using imperatives to advertise attractions in your town

or hometown.

1. Visit______________________________________________________________

2. See ______________________________________________________________

3. Feel _____________________________________________________________

4. Verb for doing _____________________________________________________

5. Your own imperative ________________________________________________

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Exercise 8

Write imperatives for advertising a local tourist attraction.

1. Visit ____________________________________________________________

2. See ______________________________________________________________

3. Feel _____________________________________________________________

4. Verb for doing _____________________________________________________

5. Your own imperative ________________________________________________

Exercise 9

Write about the attractions in Thailand like the poet you are. Use these

imperatives, and really creative language.

1. Travel ____________________________________________________________

2. Enjoy _____________________________________________________________

3. Come _____________________________________________________________

4. Visit ______________________________________________________________

5. See _______________________________________________________________

6. Love ______________________________________________________________

7. Touch _____________________________________________________________

8. Taste _____________________________________________________________

9. Walk _____________________________________________________________

10. Experience ________________________________________________________

11. Escape ___________________________________________________________

12. Drink ____________________________________________________________

13. Dance ____________________________________________________________

14. Dream ___________________________________________________________

15. Find _____________________________________________________________

16. Meet _____________________________________________________________

17. Discover _________________________________________________________

18. Search for ________________________________________________________

19. Spend ___________________________________________________________

20. Swim ___________________________________________________________

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Exercise 10

Use the sentences in exercise 7 to write advertisement on Thailand. Use the

example of the tourist attraction in England as a model.

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The Language of a Tourist FacilityTourist facilities include accommodations, restaurants, night spots,

transportation, sports facilities, other entertainment facilities, shopping places, etc.

Example of a bungalow hotel

The facility : Phukam Chalet Resort

The picture: A wooden chalet-style bungalow on the edge of a small

lake.

Slogan : A Heavenly Haven in a National Park

The ad :

Experience a touch of nature in the most beautiful

valley in Chiangrai.

Relax among waterfalls in Doi Tung National Park.

Climb the misty mountain.

Drive to the hill tribe villages.

Let us help you find peace in your life.

Feel the fresh air on the top of the mountain.

Find freedom from your work.

Touch of nature. Touch of freedom.

Exercise 11

Write a similar ad for a hotel in your home town.

The hotel:_____________________________________________________________

The picture:__________________________________________________________

The slogan :___________________________________________________________

The ad:

_____________________________________________________________________

_____________________________________________________________________

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Exercise 12

Complete this ad for a hotel in Bangkok.

The hotel : ______________________Hotel

The picture

___________________________________________________________

___________________________________________________________

___________________________________________________________

___________________________________________________________

___________________________________________________________

_______________________________

The slogan ________________ in the ____________________of the

Business Area.

The ad : In an ____________________________location near Silom and

Sathorn.

_________________to your meetings in only 10 minutes.

_________________in our 24-hour coffee shop after work.

_________________ the local nightlife and street markets.

_________________ the delicious Thai food.

We _____________you the _____________value in town.

__________________you next time you’re in Bangkok.

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Exercise 13

Study the ad for a restaurant in Bangkok, and then write one for a restaurant

in your hometown.

Example of ad for a restaurant in Bangkok

The restaurant: L’ Amour

The picture: A cook standing by a grill next to a swimming pool.

The slogan : It happens at L’ Amour.

The ad :

Taste exquisite French cuisine.

Taste the pleasure of real French cooking by a French chef.

Eat by the pool in our romantic garden.

Find the magic of good food in a perfect place.

It happens at L’ Amour

Join us there tonight.

The name of a restaurant:_______________________________________________

The picture: __________________________________________________________

The slogan: __________________________________________________________

The ad: ______________________________________________________________

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Exercise 14

Write an ad for your own, new restaurant.

The name of a restaurant:________________________________________________

The picture: __________________________________________________________

The slogan: ___________________________________________________________

The ad:_______________________________________________________________

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The Language of Tourist Products

Tourist products include all kinds of things which tourists can buy, like

souvenirs, handicrafts, clothes, fruit and other foodstuffs, etc.

Example of the language of a tourist product.

The tourist product: B-Bone decorative items.

The pictures: of different modeled pieces, like a head and a water buffalo

The slogan : ‘B-Bone’ by China Doll

The ad :

From the strong, hard, heavy bones of the water-buffalo.

We make unique beautiful decorative items.

At China Doll Chiang Mai.

Beautiful ornaments made from water-buffalo bones are

our specialty.

In a variety of designs

For display and decoration.

Elephants, cups, hair-combs.

Look at them

And see they have been carved by skilled hands

(Adapted from Folland, 2004, p.60)

Exercise 15

Think of a something made in your region, something that tourists like to

buy and take home as a souvenir.

The product: ______________________________________________________

The raw material that it’s made from

____________________________________________________________________

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The products made from this material:

____________________________________________________________________

The designs, shapes, sizes in which these products are made:

____________________________________________________________________

What the finished products look like:

____________________________________________________________________

A slogan for your shop: _________________________________________________

The Language of Tourism Promotion

You have studied examples of these four types of tourism language; you are

ready to start promoting tourism yourself. Look at exercise 16.

Exercise 16

Your job is to write short promotion texts which will describe something so

well it can sell to a foreigner.

It must be creative, so it stands out, way above the tourism promotion of

other countries.

A tourist destination :__________________________________________________

Your slogan:__________________________________________________________

Your ad: ____________________________________________________________

A tourist attraction:___________________________________________________

Your slogan:__________________________________________________________

Your ad:_____________________________________________________________

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A tourist facility:_____________________________________________________

Your slogan:_________________________________________________________

Your ad:_____________________________________________________________

A tourist product:______________________________________________________

Your slogan:__________________________________________________________

Your ad:_____________________________________________________________

_____________________________________________________________________

Exercise 17

Sell your country! First, think of a special tourist year for next year.

Remember, past years have been Visit Thailand Year, Amazing Thailand Year and

Years to celebrate something special, like the 50th anniversary of the King and Thai

Arts and Crafts.

My special year will be called:___________________________________________

The main idea will be: _________________________________________________

_____________________________________________________________________

During this year tourists will be able to

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Exercise 18

Write a 6 to 8 line ad for an international magazine telling about this year

and selling your country.

The picture:

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The slogan: ___________________________________________________________

The ad:

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