The phrase that sold millions

Students explore the language of advertising — from Nike's "Just Do It" to the psychology of persuasion — and learn how slogans shape emotions, identity and consumer decisions.

Discussion: the power of brands

The lesson opens with questions about what makes a slogan powerful and memorable. Students discuss how advertising influences identity, emotions and buying behaviour, drawing on brands they know.

Vocabulary: the language of influence

Learners study key marketing terms including target audience, brand identity, emotional appeal, persuasive language, consumer behaviour and call to action. Activities include matching meanings, spotting the phrases in texts and applying the vocabulary to real campaigns.

Reading and listening on iconic slogans

Students analyse the story behind Nike's "Just Do It" and explore why emotional simplicity can transform a brand. Listening tasks share authentic marketing insights about how slogans cut through the noise and build loyalty.

Grammar: formal and informal register

Grammar work centres on register, comparing phrasal verbs with their formal equivalents — come up with → devise, turn down → decline. Speaking tasks invite students to evaluate marketing strategies, discuss emotional branding and argue which slogans persuade best.