Summary
This downloadable lesson plan for C1 ESL students dives into the world of influencer marketing. This English class material helps students critically analyze how social media shapes our choices, focusing on advanced vocabulary and persuasive grammar.
This lesson engages advanced students with the modern phenomenon of influencer marketing. Activities begin with a warm-up discussion, followed by a vocabulary matching task to introduce key terms. Students will then complete a listening gap-fill exercise about this marketing paradigm shift.
The lesson features a grammar section on using cleft sentences for emphasis and culminates in a dynamic role-play where students debate marketing strategies, applying all the new language in a practical context.
Activities
- A warm-up discussion where students share personal experiences with influencers and then build a strong foundation by matching advanced marketing vocabulary like 'paradigm shift' and 'perceived authenticity' to their definitions.
- A listening exercise challenging students to complete a text about consumer behavior, followed by comprehension questions.
- A grammar section introducing cleft sentences with 'what' and 'it' to add emphasis to arguments, enhancing persuasive communication.
- A culminating marketing meeting role-play where students learn and use phrases for expressing skepticism and analyzing strategy, debating the pros and cons of using influencers to promote a new product.
Transcript
It's undeniable how profoundly influencer marketing has reshaped consumer behavior. What was once traditional advertising has now morphed into personalized endorsements, often blurring the lines between genuine recommendation and paid promotion. Consumers, especially younger demographics, are increasingly swayed by these digital personalities. The perceived authenticity, however fleeting, often drives purchasing decisions more effectively than any glossy ad campaign ever could. Businesses that fail to grasp this paradigm shift risk becoming obsolete. Indeed, discerning the true impact requires careful analysis, distinguishing between fleeting trends and sustainable market shifts.
Vocabulary focus
This lesson introduces advanced vocabulary crucial for discussing marketing and media literacy. Students will learn and practice words such as: "to sway," "perceived authenticity," "to morph into," "fleeting," "paradigm shift," "obsolete," "discerning," and "undeniable." These terms enable a nuanced, C1-level conversation about modern advertising.
Grammar focus
The grammar focus is on creating emphasis using cleft sentences. Students will learn the structure and function of "What-clauses" (e.g., What drives sales is...) and "It-clauses" (e.g., It is authenticity that...). This advanced structure helps students highlight key information and make more persuasive arguments in both writing and speaking.
