English For Branding
Spelling & Verbs for Writing Briefs,
Word Order
Typical
Verbs
Base Form
|
Simple Past
|
Past Participle
|
Gerund Form
|
1
|
Promote
|
Promoted
|
Promoted
|
Promoting
|
2
|
Ask
|
Asked
|
Asked
|
Asking
|
3
|
Organize
|
Organized
|
Organized
|
Organizing
|
4
|
Be (is, am, are)
|
Was, were
|
Been
|
Being
|
5
|
Hold
|
Held
|
Held
|
Holding
|
6
|
Help
|
Helped
|
Helped
|
Helping
|
7
|
Come
|
Came
|
Came
|
Coming
|
8
|
Modify
|
Modified
|
Modified
|
Modifying
|
9
|
Energize
|
Energized
|
Energized
|
Energizing
|
10
|
Propose
|
Proposed
|
Proposed
|
Proposing
|
11
|
Call
|
Called
|
Called
|
Calling
|
12
|
Represent
|
Represented
|
Represented
|
Representing
|
13
|
Write
|
Wrote
|
Written
|
Writing
|
14
|
Make up of (consist of)
|
Made up of
|
Made up of
|
Making up of
|
15
|
Explain
|
Explained
|
Explained
|
Explaining
|
16
|
Wait
|
Waited
|
Waited
|
Waiting
|
17
|
Increase
|
Increased
|
Increased
|
Increasing
|
18
|
See
|
Saw
|
Seen
|
Seeing
|
19
|
Work
|
Worked
|
Worked
|
Working
|
20
|
Know
|
Knew
|
Known
|
Knowing
|
21
|
Exist
|
Existed
|
Existed
|
Existing
|
22
|
Last (duration)
|
Lasted
|
Lasted
|
Lasting
|
23
|
Commit to
|
Committed to
|
Committed to
|
Committing to
|
24
|
Extract
|
Extracted
|
Extracted
|
Extracting
|
25
|
Convince
|
Convinced
|
Convinced
|
Convincing
|
26
|
Buy
|
Bought
|
Bought
|
Buying
|
27
|
Suffer
|
Suffered
|
Suffered
|
Suffering
|
28
|
Would like to…
|
Would have liked to
|
Would have liked to
|
Would like to…
|
29
|
Appear
|
Appeared
|
Appeared
|
Appearing
|
30
|
Expect
|
Expected
|
Expected
|
Expecting
|
31
|
Offer
|
Offered
|
Offered
|
Offering
|
32
|
Staff
|
Staffed
|
Staffed
|
Staffing
|
33
|
Vary (differ)
|
Varied
Differed
|
Varied
differed
|
Varying
Differing
|
34
|
Clarify
|
Clarified
|
Clarified
|
Clarifying
|
35
|
Provide
|
Provided
|
Provided
|
Providing
|
36
|
Scout
|
Scouted
|
Scouted
|
Scouting
|
37
|
Locate
|
Located
|
Located
|
Locating
|
38
|
Track
|
Tracked
|
Tracked
|
Tracking
|
39
|
Handle
|
Handled
|
Handled
|
Handling
|
40
|
Manage
|
Managed
|
Managed
|
Managing
|
41
|
Source
|
Sourced
|
Sourced
|
Sourcing
|
42
|
Liaise with
|
Liaised with
|
Liaised with
|
Liaising with
|
43
|
Launch
|
Launched
|
Launched
|
launching
|
Here
are some typical Collocations when using these verbs to talk about events. Can you complete the list? Use the brief
sample to help you.
1.
Promote a product, brand,
service with an event
2.
Ask someone to do something
(The client asked us to help promote their new brand image)
3.
Help someone do something (help
promote a new book)
4.
Organize and coordinate teams
5.
The client’s new products are
going to come on market next September.
6.
Our client would like to modify
their annual event and make it more entertaining: they would like us to
energize it.
7.
We propose to have online
contests through social media sites such as Facebook and Twitter.
8.
The creative team is currently
investigating possible strategies.
9.
They will call the event:
Energize your classroom.
10. Our agency is represented by Mr Johan Smith, Ms Kathleen Turner, and
Ms Carla Harrington.
11. They are currently writing a brief to explain the situation.
12. Our agency is made up of three main departments: Public Relations,
Accounts, and Creative.
13.
Word
Order:
Remember that in English there is usually a rigid word order:
1) S
. V. O. M. P. T.
[Subject,+ verb, +
object ] [Manner (how?), +Place (where?),
+ Time (when?)]
For
example:
Our agency will organize a special event for Nike tennis shoes at
the Olympic stadium next June. It
will be great and a lot of fun.
It is ALSO POSSIBLE to place the Time
phrase at the beginning of the sentence:
Next June,
our agency will
organize a special event for Nike tennis shoes at
the Olympic stadium. It will be great
and a lot of fun.
2)
How can I include ADJECTIVES (ADJ) AND ADVERBS (ADV)?
· S. + V (BE).
+ ADJ /ADV + COMPLEMENT =
o
I am
always late on Monday mornings. / She is
serious in the office, but funny outside work.
· S + V + ADV + COMPLEMENT =
o
He
drives crazily, even on Sundays.
Practice
with word order:
A)
Read these mixed up
words (from the brief sample), and put them in order to make grammatically
correct sentences.
Example: event / three /
there / venue / for / choices / this/ are =
There are three venue choices for this event.
OR…
For this event, there are three venue choices.
1.
annual / asked / they / to /
their / us / organize / party
___________________________________________________________________________________________
2.
day / usually / this / half /
lasts / a / event
__________________________________________________________________________________________
3.
annual / always / event / they
/ main / hold / train / the / station / the / near
__________________________________________________________________________________________
4.
products / is / purpose / promote / the / to / book /
for / new / of / event / the / teachers
__________________________________________________________________________________________________
5.
writing / team / brief /
creative / currently / the / is / separate / a
_________________________________________________________________________________________________
B) Choose the best ending ( a or b) for the sentence beginnings.
1.
The client would like a) to
modify the theme b) modifying the
theme.
2.
We propose a) to call it ‘Energize Your Classroom’ b) to calling it ‘Energize Your Classroom.’
3.
The Account team is made
up a) in three people b) of three people.
4.
At the moment, a) there is b) there are a budget of 10,000 Euros.
5.
The client hopes a) increased sales by 7% b) to increase sales by 7%.
6.
Our client is known a) for their innovation b) to their innovation.
7.
With this event, our client’s
objective is a) to increase brand
recognition b) increasing brand
recognition.
8.
Attendees a) will came from surrounding areas b) will come from surrounding areas.
9.
The venues a) should to provide a list of menus b) should provide a list of menus.
10. We a) will negotiate to b) negotiate with the venues for the rental price.
C)
Use the verb list and create descriptions of what your role in a
potential communications agency could be.
What is your future job in events?
Describe it in a minimum of three
sentences:
1
2
3
Definite
or Indefinite Article?
Indefinite
= a / an (singular, speaking about someone or something IN GENERAL)
·
My mother is a high-school
teacher. (not your or my high school
teacher – her job is as a teacher, in a high school)
·
Could you please bring me an
apple? (just one out of the group of apples in our kitchen
·
Would you like to consider
using a sponsor? (no specific sponsor is identified)
·
I read a history book about
Rome. (You don’t know which one)
Definite
= the (‘specific’) Use the + singular or
plural Noun when both you and the speaker (s)
know what you are talking about.
·
Could you please bring me the
book in the kitchen? (we are at in the same house and you know which book
I am talking about).
·
What is the budget for the Nike
event? (I named the event specifically)
·
Later, I’m going to the bank,
supermarket, cinema, post office, library. (luoghi comuni)
·
The students in the courtyard
often smoke during breaks.
Definite
= the ‘in a general sense’. When you
speak about things in general, we usually eliminate ‘the’ and put nouns into
the plural form.
1.
I like the music = I
like music.
2.
The nature is beautiful = Nature is beautiful.
3.
The books are expensive = Books are expensive.
Sometimes
‘the’ can be used in generalizations with singular countable nouns to talk
about a whole class of things.
1.
The telescope is useful for
looking at stars and planets.
2.
The tiger is in danger of
becoming extinct.
3.
I can play the piano.
4.
I hate the telephone. (BUT I
hate email.)
5.
The man who invented the ball
point pen was Belgian.
Some
expressions associated with geography use ‘the’:
1.
I’m going to the mountains at
Christmas.
2.
Joann usually goes to the sea
in August.
3.
Do you like living in the city
or the country?
4.
The Grand Canyon is an
incredible site to see.
5.
The Tiber is the river that
runs through Rome; The Arno goes through Florence.
6.
The United States is a very big
country, geographically. BUT….Italy is smaller.
7.
The Italians are famous for
good cuisine, art, and opera.
8.
The Istituto Europeo di Design
has functioned for 40 years.
There
are places (luoghi) with NO article after a preposition:
1. I take my son to school every morning. We leave at 7:25 so we can arrive by 8:00
a.m.
2. I went to university in Madison, Wisconsin, in the U.S.
3. Joe goes to work at 7 p.m. He works in a bar.
4. Most people in the city center travel by bus or underground. BUT If you are in Manhattan, you should take
the subway (NO preposition)
5. I went by subway to get downtown.
SUGGESTION:
Keep a temporary notebook where you can write examples of the CONTEXTS
where a / an / the are used, or not used.
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