Skills for Study Level 2 Teacher's Book - Cambridge University Press

Speaker 21 Effectiveness of HAMs overall?HAMs’ effectiveness may be related to product type.2 Bower and Landreth 2001a) Consumers trust HAMs?Not as much in adverts for ordinary products.b) Adverts are most effective if consumer can believe that… the model is the type of person who would usethe product.3 Kamins 1990a) Best models for clothes, jewellery, etc.: HAMsb) Best for food, furniture polish, etc.: No difference betweenHAMs/NAMs4 Effect of attractiveness overall?Attractiveness is likely to be a factor in successful adverts,but the nature of the relationship is uncertain.2eSuggested answersSpeaker 1: Sentence 3Speaker 2: Sentence 42f Students compare and explain their answers.2gAnswers4.2ClaimPeople respond positively to advertsusing highly attractive models.People from different culturalbackgrounds share ideas about whatis ‘beautiful’.Speaker’s level of certaintyNo cautious language used. Seemsquite certain of it. At the end,claims that the beauty of a model‘clearly’ influences consumers.No cautious language used. Seemsquite certain of it. The speakerclaims that the study shows‘cross-cultural agreement’.4.22hSuggested answersBased on the speaker’s apparent certainty (as seen in 2g above), the mostappropriate answer is Statement 1: ‘The speaker strongly believes that peopleare more influenced by beautiful models used for advertising’.2i Students check their ideas with a partner.3 Listening criticallyNote: Where the aim of Part 2 is for students to identify the speaker’s certaintyabout the claims they are making, the aim here is for students to decide if theyaccept the speaker’s claims (i.e. do they agree with the level of certainty that thespeaker presents?).Unit 4 Part A ∙ Understanding spoken information 107