CONDITIONALS XPLORE 11 Unit 2 5 The Power

CONDITIONALS XPLORE 11 Unit 2. 5. The Power of Advertising Unit 4. 6. Beyond Stereotypes Teresa Pinto de Almeida ▪ Paula M. Araújo ▪ Telma Coelho de Sousa

MAIN CLAUSE The ad campaign works Present Simple IF-CLAUSE if more and more consumers buy the product. Present Simple ZERO CONDITIONAL – expresses certainty / factual situations

If consumers reject the message of an ad, IF-CLAUSE Present Simple MAIN CLAUSE the campaign will fail its aim. Future CONDITIONAL TYPE 1 – expresses possible situations

MAIN CLAUSE What would happen Conditional if advertising was banned*? IF-CLAUSE Past Simple * Passive form CONDITIONAL TYPE 2 – expresses improbable situations

If the UN hadn't adopted the Declaration of Human Rights, IF-CLAUSE Past Perfect there would have been a much MAIN CLAUSE higher violation of people's rights. Conditional Perfect CONDITIONAL TYPE 3 – expresses unreal situations

Conditional Type Zero IF + Present Simple Conditional Type 1 IF + Present Simple , Future

They’re going to lose the next advertising campaign if they don’t change the team Conditional Type 2 IF + Past Simple Conditional Type 3 IF + Past Perfect , , Conditional Perfect

Conditional sentences • Conditional clauses are normally used when we talk about a possible situation, both in the past and in the future. • Although there are many clauses which fit the 1, 2, 3 conditional patterns, there are many which do not. • If is not the only word we can use to introduce conditional sentences. The most common alternative to if is whether but if is more frequent than whether.

Conditional sentences – If and unless • Often when we are talking about present situations, we use unless instead of if. . . not. • Unless means except if or simply it means if. . . not. Both of these examples have the same meaning and refer to the present time. They’re going to lose the next advertising campaign if they don’t change the team. Unless they change the team, they’re going to lose the next campaign.

Now Practise! Teresa Pinto de Almeida ▪ Paula M. Araújo ▪ Telma Coelho de Sousa

Complete the sentences with the correct verb tense. (type 0/1/2) didn’t exist (not/exist), consumers 1. If advertising _______ would be less informed about their choices. are / will be 2. If we watch TV commercials, we ________ (be) exposed to their creativity and art work. wouldn’t be (not/be) so weary of advertising 3. We ________ if ads weren't so exaggerated. 4. If we ______ believe (believe) everything adverts say, we are easily deceived. 5. Advertising agencies ________ would stop (stop) earning millions if their work failed its goals. Teresa Pinto de Almeida ▪ Paula M. Araújo ▪ Telma Coelho de Sousa

B. Rewrite the sentences as suggested below. (type 0/1/2) 1. Advertising is so trivial that we don't think about its impact on our decisions. We would think. . . about the advertising impact on our decisions if it wasn’t so trivial. 2. Try this chocolate! You'll crave for more! If you try. . . this chocolate, you will crave for more.

3. Consumers need to be more critical so as not to be tricked into bad deals. Unless consumers are. . . more critical, they will be tricked into bad deals. 4. Many people show a deep desire to buy things so they are vulnerable to advertising. People wouldn't be. . . so vulnerable to advertising if they didn’t show a deep desire to buy things.

Complete the sentences with the correct verb tense. 1. If there was no violence in Northern Africa, people wouldn’t be (not/be) forced to leave their countries. _______ 2. If you ______ (be) a target of discrimination, are you can ask for help and legal support. ould have stopped (stop) by now 3. Discrimination w __________ if governments had much stricter legislation.

will feel 4. Ethnic minorities ________ (feel) discriminated against if media networks continue stereotyping them. didn’t give in (not/give in) to peer 5. If teenagers _______ pressure, they would behave more fairly. had broadcast (broadcast) a fair 6. If the media ________ vision of Africa, we wouldn't have created these stereotypes.

B. Rewrite the sentences as suggested below. 1. The Declaration of Human Rights was created because people's basic rights were violated during WWII. If people's basic rights hadn't been. . . violated, the Declaration of Human Rights wouldn’t have been created. 2. Unless governments respect minorities' rights, the United Nations will sanction them. The United Nations will sanction governments. . . if they don’t respect minorities’ rights.

3. Racial segregation in southern U. S. was banned thanks to the demands of the Civil Rights Movement. If the Civil Rights Movement hadn't demanded it, . . . racial segregation in southern U. S. wouldn’t have been banned. 4. Prejudice exists because it is the result of a misguided perception of our multicultural world. If people didn't have. . . a misguided perception of our multicultural world, prejudice wouldn’t exist.

Further Practice! Conditionals / If-Clauses Quiz 1 Conditionals / If-Clauses Quiz 2 Teresa Pinto de Almeida ▪ Paula M. Araújo ▪ Telma Coelho de Sousa

CONDITIONALS XPLORE 11 Unit 2. 5. The Power of Advertising Unit 4. 6. Beyond Stereotypes Teresa Pinto de Almeida ▪ Paula M. Araújo ▪ Telma Coelho de Sousa