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Lesson plan 2.4English Degree Program
Student Version - Class 19
Important information - Reminders
Be prepared for class:> Ensure your are connected via Monash VPN> Ensure you are connected to Zoom via your Monash account> Open this lesson plan at the start of the class and keep it open.> Have a notebook and pen available> Have Moodle open and ready
Open Zoom @ 9.55 am (test that your audio and video works).
LINK TO THE MEETING: https://monash.zoom.us/j/95346019346?pwd=K0dtMUVmZHk1cnlyTERjTlJ4L1UrQT09
Or, go to https://monash.zoom.us/join and enter meeting ID: 953 4601 9346 and password: 878555
If you get disconnected, you can join the meeting again by clicking on the link.
If Zoom does not work:
● We will use Google Meet.● You will need to be logged on to your
Monash emails.● I will send you an invite to your emails and
also add the link here:
OverviewActivities Aims
Warmer ● To review vocabulary
Critical thinking ● To clarify what is meant by critical thinking● To practise using a framework for taking a critical
approach● To apply critical thinking when selecting and using
research source texts
Warmer - Vocabulary
1. Work with a group.
2. Click and drag the definition to match each term in blue (see next slides).
3. The first group to finish wins!
Group 1Newspapers in Australia often appeal to a working class audience.
Opinions presented in publications are often biased toward the political positions of whomever funds them.
The credibility of all sources used in research writing must be questioned.
It is important for all claims and arguments to be supported by evidence.
When ideas aren’t explained step-by-step with clear examples they don’t seem logical.
Being sceptical when reading source texts can help you to identify bias and weaknesses in arguments.
It is important to identify an author’s stance in order to see their position in relation to other texts and a broader context.
All evidence presented in a research task should be verifiable.
All texts have some kind of limitation because it is impossible to cover absolutely everything.
the quality of being believable or trustworthy
the available body of facts or information indicating whether a belief or proposition is true or valid
seeming natural, reasonable or sensible; ideas or facts are based on other true ideas or facts
position, point of view, informed opinion
able to be proven true
a way in which the information is not useful, reliable or generalisable
favouring one side unduly; prejudiced
the listener, viewer or reader of a text
doubting that something is true or useful
Group 2Newspapers in Australia often appeal to a working class audience.
Opinions presented in publications are often biased toward the political positions of whomever funds them.
The credibility of all sources used in research writing must be questioned.
It is important for all claims and arguments to be supported by evidence.
When ideas aren’t explained step-by-step with clear examples they don’t seem logical.
Being sceptical when reading source texts can help you to identify bias and weaknesses in arguments.
It is important to identify an author’s stance in order to see their position in relation to other texts and a broader context.
All evidence presented in a research task should be verifiable.
All texts have some kind of limitation because it is impossible to cover absolutely everything.
the quality of being believable or trustworthy
the available body of facts or information indicating whether a belief or proposition is true or valid
seeming natural, reasonable or sensible; ideas or facts are based on other true ideas or facts
position, point of view, informed opinion
able to be proven true
a way in which the information is not useful, reliable or generalisable
favouring one side unduly; prejudiced
the listener, viewer or reader of a text
doubting that something is true or useful
Group 3Newspapers in Australia often appeal to a working class audience.
Opinions presented in publications are often biased toward the political positions of whomever funds them.
The credibility of all sources used in research writing must be questioned.
It is important for all claims and arguments to be supported by evidence.
When ideas aren’t explained step-by-step with clear examples they don’t seem logical.
Being sceptical when reading source texts can help you to identify bias and weaknesses in arguments.
It is important to identify an author’s stance in order to see their position in relation to other texts and a broader context.
All evidence presented in a research task should be verifiable.
All texts have some kind of limitation because it is impossible to cover absolutely everything.
the quality of being believable or trustworthy
the available body of facts or information indicating whether a belief or proposition is true or valid
seeming natural, reasonable or sensible; ideas or facts are based on other true ideas or facts
position, point of view, informed opinion
able to be proven true
a way in which the information is not useful, reliable or generalisable
favouring one side unduly; prejudiced
the listener, viewer or reader of a text
doubting that something is true or useful
Group 4Newspapers in Australia often appeal to a working class audience.
Opinions presented in publications are often biased toward the political positions of whomever funds them.
The credibility of all sources used in research writing must be questioned.
It is important for all claims and arguments to be supported by evidence.
When ideas aren’t explained step-by-step with clear examples they don’t seem logical.
Being sceptical when reading source texts can help you to identify bias and weaknesses in arguments.
It is important to identify an author’s stance in order to see their position in relation to other texts and a broader context.
All evidence presented in a research task should be verifiable.
All texts have some kind of limitation because it is impossible to cover absolutely everything.
the quality of being believable or trustworthy
the available body of facts or information indicating whether a belief or proposition is true or valid
seeming natural, reasonable or sensible; ideas or facts are based on other true ideas or facts
position, point of view, informed opinion
able to be proven true
a way in which the information is not useful, reliable or generalisable
favouring one side unduly; prejudiced
the listener, viewer or reader of a text
doubting that something is true or useful
Group 5Newspapers in Australia often appeal to a working class audience.
Opinions presented in publications are often biased toward the political positions of whomever funds them.
The credibility of all sources used in research writing must be questioned.
It is important for all claims and arguments to be supported by evidence.
When ideas aren’t explained step-by-step with clear examples they don’t seem logical.
Being sceptical when reading source texts can help you to identify bias and weaknesses in arguments.
It is important to identify an author’s stance in order to see their position in relation to other texts and a broader context.
All evidence presented in a research task should be verifiable.
All texts have some kind of limitation because it is impossible to cover absolutely everything.
the quality of being believable or trustworthy
the available body of facts or information indicating whether a belief or proposition is true or valid
seeming natural, reasonable or sensible; ideas or facts are based on other true ideas or facts
position, point of view, informed opinion
able to be proven true
a way in which the information is not useful, reliable or generalisable
favouring one side unduly; prejudiced
the listener, viewer or reader of a text
doubting that something is true or useful
Group 6Newspapers in Australia often appeal to a working class audience.
Opinions presented in publications are often biased toward the political positions of whomever funds them.
The credibility of all sources used in research writing must be questioned.
It is important for all claims and arguments to be supported by evidence.
When ideas aren’t explained step-by-step with clear examples they don’t seem logical.
Being sceptical when reading source texts can help you to identify bias and weaknesses in arguments.
It is important to identify an author’s stance in order to see their position in relation to other texts and a broader context.
All evidence presented in a research task should be verifiable.
All texts have some kind of limitation because it is impossible to cover absolutely everything.
the quality of being believable or trustworthy
the available body of facts or information indicating whether a belief or proposition is true or valid
seeming natural, reasonable or sensible; ideas or facts are based on other true ideas or facts
position, point of view, informed opinion
able to be proven true
a way in which the information is not useful, reliable or generalisable
favouring one side unduly; prejudiced
the listener, viewer or reader of a text
doubting that something is true or useful
AnswersNewspapers in Australia often appeal to a working class audience.
Opinions presented in publications are often biased toward the political positions of whomever funds them.
The credibility of all sources used in research writing must be questioned.
It is important for all claims and arguments to be supported by evidence.
When ideas aren’t explained step-by-step with clear examples they don’t seem logical.
Being sceptical when reading source texts can help you to identify bias and weaknesses in arguments.
It is important to identify an author’s stance in order to see their position in relation to other texts and a broader context.
All evidence presented in a research task should be verifiable.
All texts have some kind of limitation because it is impossible to cover absolutely everything.
the quality of being believable or trustworthy
the available body of facts or information indicating whether a belief or proposition is true or valid
seeming natural, reasonable or sensible; ideas or facts are based on other true ideas or facts
position, point of view, informed opinion
able to be proven true
a way in which the information is not useful, reliable or generalisable
favouring one side unduly; prejudiced
the listener, viewer or reader of a text
doubting that something is true or useful
Critical thinking Critical thinking is ...thinking the item over and over again. Critical thinking is ...to consider things in depth.
Critical thinking is ...thinking in a logical and organized way Critical thinking is assessing what you read.
Critical thinking is a think method to think about problems comprehensively. Critical thinking is ...thinking problems about different aspects
Critical thinking is thinking a problem from both sides. Critical thinking is ...thinking from other angles by questioning and reflecting.
Critical thinking is ...thinking from Critical thinking is ...a good method to improve the abllity of thinking
Critical thinking is questioning and assessing actively rather than passively accepting.
Critical thinking is to objectively assess the issue.
Critical thinking is the ability to think something clearly and rationally. Critical thinking is ...thinking critically.
Critical thinking is to think independently and objectively without being affected by prejudiced opinions.
Critical thinking is ...actively questioning and assessing what you hear or read, rather than passively accepting it.
Critical thinking is to ask question and to think it actively. Critical thinking is ...an attitude of doubting everything.
Critical thinking is a method to reflect one’s experience / learning ，and think critically， not just accepting other’s opinion.
Critical thinking is the way to use your own words to interpret other articles.
Critical thinking is ...a way of thinking which contains criticism and your own special opinion.
Critical thinking is ...reading,listening in an active,positive way
Critical thinking is ...studying a more active way Critical thinking is to think about a problem comprehensively.
4 stages of critical thinking framework
zoom out Zoom in connect Respond
Applying critical thinking1. Imagine you are writing a
research task on the topic of advertising.
2. Review the Marketing and Consumer Psychology text.
3. Evaluate how suitable it is for use as a source in this research task.
Group 1
Who is the writer and what kind of text have they written?
Evelyn Choi. She is a researcher about market.A textbook chapter
What does the title tell you about the text?
The topic of this text is the relationship between marketing and consumer psychology.
Who is the intended audience for the text?
Marketing students and academics.
Is this kind of text suitable to use in a research task?
Yes. The text is from an academic book.
Group 2
Who is the writer and what kind of text have they written?
Evelyn Choi trade marketing managera chapter from a text book
What does the title tell you about the text?
the topic of the text and connection between marketing and consumer psychology
Who is the intended audience for the text?
marketers.professors,students reporter/ entrepreneur
Is this kind of text suitable to use in a research task?
Yes
Group 3
Who is the writer and what kind of text have they written?
The writer is Evelyn Choi who is probably an expert on marketing and consumer psychology.
Academic journal articles, textbooks.
What does the title tell you about the text?
That the article will mainly talk about the relationship between marketing and consumer psychology.
Who is the intended audience for the text?
People who major in Marketing and Consumer Psychology.
Is this kind of text suitable to use in a research task?
Yes.
Group 4
Who is the writer and what kind of text have they written?
Evelyn Choi, an expert on marketing(a writer and may be the editor of the text book)A chapter of a textbook
What does the title tell you about the text?
It will introduce the theory of marketing and consumer psychology
Who is the intended audience for the text?
salesmenmay be someone who is interested in learning about marketpsychologists, students
Is this kind of text suitable to use in a research task?
YesReasons:
● The writer is professional in this field.● The text was published on the specific book.”An Introduction to Marketing”● The article itself seems academic,and it also give the reader useful information ● The references she used was very professional.
Group 5
Who is the writer and what kind of text have they written?
Evelyn Choimaybe is an expert on neuromarketing.
What does the title tell you about the text?
maybe it tell us how to become a good marketer
Who is the intended audience for the text?
the students majoring in marketing or the marketers.
Is this kind of text suitable to use in a research task?
Yes it is. Because it was written by a Marketing expert
Group 6
Who is the writer and what kind of text have they written?
Evelyn Choi,Maybe she is an economist.Market economics
What does the title tell you about the text?
The relationship between the marketing and consumer psychology.
Who is the intended audience for the text?
Marketers
Is this kind of text suitable to use in a research task?
Yes,it contains plenty of actual examples and convincing evidence.
Answers
Who is the writer and what kind of text have they written?
The writer is Evelyn Choi, likely an academic from the marketing discipline. The text is a chapter from a marketing textbook. From the text reference, it looks like the author is also an editor of the book.
What does the title tell you about the text?
The text title tells the reader that there is probably a strong link between marketing success and knowledge of how consumers think.
Who is the intended audience for the text?
The intended audience is presumably marketing students, or at least someone interested in learning about marketing.
Is this kind of text suitable to use in a research task?
This text would be suitable to use in a research task, as it seems like an academic textbook which provides useful background information and illustrations of devices used to appeal to consumers.
Zoom in - The ABCs of critical thinking
A AgendaA deliberate purpose for the communication. The messenger wants a particular response and will use strategies to make the receiver do what they want.
● Who is the writer?● What is their position on the topic?● Does it advantage them for you to agree with their
position? ● What language do they use to describe the topic
(neutral, positive, negative?)● Do they use any language to persuade or influence
the reader?● What information is included/excluded?
have an agenda
Zoom in - The ABCs of critical thinking
B BiasA point of view or position which means certain ideas are presented favourably while others are presented unfavourably or excluded.
● Who is the writer?● What is their position on the topic?● What language do they use to describe the topic
(neutral, positive, negative?)● Do they use any language to persuade or influence
the reader?● What information is included/excluded?
is biased towardsa biased sourceevidence of bias
Zoom in - The ABCs of critical thinking
C Credibility Trustworthiness. Is the information acceptable?
● Do I know and trust this news source or this writer?● Is the news from a reputable organisation?● Does it contain facts or opinions?
Marketing is an enormous industry which plays an important part in what keeps our economies ticking. There is a global spend of over 563 billion US dollars on advertising, and that figure is growing year by year (Statista, 2019). Since companies are making such significant investments in market research and advertising, they must be fairly confident that what they are doing works.
Zoom in - Bias and agenda1. Work with your group.2. Read the 2 conclusions to the article.3. Answer the questions (see next slides).
Naturally, some people are concerned that neuromarketing research could be used to manipulate people to make bad choices, as Bernays did when he encouraged women to smoke. It isn’t uncommon to hear politicians presenting simplified ideas of good and bad to shape public opinion and gain consent. But like many technologies, there are positive and negative applications for it. Neuromarketing research can be used to inform advertising messages which are not commercial, like public service announcements which aim to change people’s unhealthy or dangerous behaviours. These could be campaigns to quit smoking, or to avoid using smartphones while driving (Morin, 2011). If neuromarketing can help to find what works, we can convince the reptilian brain to have smarter reactions.
As these examples demonstrate, neuromarketing is a wonderful tool, with many possible applications. Through its use, advertising can be more clearly targeted, leading to a positive experience for both customers and advertisers alike. In additional to its use in advertising, neuromarketing research can also be used to inform advertising messages which are not commercial. Applications of neuromarketing in areas such as public service announcements, could help to change people’s unhealthy or dangerous behaviours like campaigns to quit smoking, or to avoid using smartphones while driving (Morin, 2011). If neuromarketing can help to find what works, we can convince the reptilian brain to have smarter reactions.
2
A
B
concession
Group 1 What is the difference between the 2 conclusions? The first one shows positive attitude toward neuromarketing, while the second one shows both
positive and negative attitudes .
Which conclusion shows more of a bias / agenda? Give evidence.
Conclusion Aneuromarketing is a wonderful tool.leading to a positive experience
neuromarketing research can also be used to inform advertising messages which are not commercial
Which conclusion makes the text more credible? Give evidence.
Conclusion B.It explains the positive and negative aspects of the neuromarketing and gives practical examples.
What is the writer’s position in A? In B? Give evidence.
A
B
Group 2 What is the difference between the 2 conclusions?
The first conclusion does not mention negative effects. The second one uses the way of critical thinking.
Which conclusion shows more of a bias / agenda? Give evidence.
A. “neuromarketing is a wonderful tool”“a positive experience for both customers and advertisers alike”
Which conclusion makes the text more credible? Give evidence.
BSome people are concerned that …But like many technologies, there are positive and negative applications for it.
What is the writer’s position in A? In B? Give evidence.
A
B Last paragraph:But like many technologies, there are positive and negative applications for it.
neuromarketing is a wonderful tool
Group 3 What is the difference between the 2 conclusions?
Conclusion A only talks about the positive side of neuromarketing.Conclusion B includes both positive and negative sides.
Which conclusion shows more of a bias / agenda? Give evidence.
Conclusion A.It uses words like wonderful.
Which conclusion makes the text more credible? Give evidence.
Conclusion B.It points out there are both positive and negative sides.
What is the writer’s position in A? In B? Give evidence.
ANeuromarketing is a wonderful tool, with many possible applications.
BNeuromarketing can have both positive and negative applications, but if it is utilized appropriately, it can make sense.
As these examples demonstrate, neuromarketing is a wonderful tool, with many possible applications. Through its use, advertising can be more clearly targeted, leading to a positive experience for both customers and advertisers alike. In additional to its use in advertising, neuromarketing research can also be used to inform advertising messages which are not commercial. Applications of neuromarketing in areas such as public service announcements, could help to change people’s unhealthy or dangerous behaviours like campaigns to quit smoking, or to avoid using smartphones while driving (Morin, 2011). If neuromarketing can help to find what works, we can convince the reptilian brain to have smarter reactions.
Naturally, some people are concerned that neuromarketing research could be used to manipulate people to make bad choices, as Bernays did when he encouraged women to smoke. It isn’t uncommon to hear politicians presenting simplified ideas of good and bad to shape public opinion and gain consent. But like many technologies, there are positive and negative applications for it. Neuromarketing research can be used to inform advertising messages which are not commercial, like public service announcements which aim to change people’s unhealthy or dangerous behaviours. These could be campaigns to quit smoking, or to avoid using smartphones while driving (Morin, 2011). If neuromarketing can help to find what works, we can convince the reptilian brain to have smarter reactions.
Group 4 What is the difference between the 2 conclusions?
The 1st positive: just present the positive aspects of the neuromarketing .(neuromarketing is a wonderful tool, with many possible applications)The 2nd objective: neuromarketing research could be used to manipulate people to make bad choices
Which conclusion shows more of a bias / agenda? Give evidence.
The 1st conclusion“neuromarketing is a wonderful tool”, “...leading to a positive experience for both customers and advertisers alike” show more of a bias /agenda
Which conclusion makes the text more credible? Give evidence.
The 2nd conclusion use the words more cautiously (could be used to; Neuromarketing research can be used to; These could be campaigns to quit smoking), and the writer holds a neutral attitudeBut like many technologies, there are positive and negative applications for it.
What is the writer’s position in A? In B? Give evidence.
A.The writer’s opinion is that neuromarketing is absolutely useful for both consumers and marketers, it is a positive way to apply it.
B. Neuromarketing has both strength and weakness, and we should apply it in a proper way.But like many technologies, there are positive and negative applications for it.
Group 5 What is the difference between the 2 conclusions?
the opinion of the first one is positive.the opinion of the second one is concerned.
Which conclusion shows more of a bias / agenda? Give evidence.
The first shows more of a bias . The first one use such words “a wonderful tool,a positive experience”to persuade people believe or influence people’s attitude towards marketing.
Which conclusion makes the text more credible? Give evidence.
the second one is more objective.Because it shows both positive and negative aspects.
What is the writer’s position in A? In B? Give evidence.
A a completely supporter，he thought there is no disadvantages on neuromarketing
B the writer of B keeps an objective
Group 6 What is the difference between the 2 conclusions?
The conclusion of the two paragraphs is similar.But the first one only presents the positive attitude while the second presents both positive and negative attitude,
Which conclusion shows more of a bias / agenda? Give evidence.
The first one A.Words like ‘wonderful’, ‘positive experience’, ‘help to’ ‘more clearly targeted’ show more of a bias / agenda
Which conclusion makes the text more credible? Give evidence.
B It makes critical thinking about neuromarketing.
‘But like many technologies, there are positive and negative applications for it.’
What is the writer’s position in A? In B? Give evidence.
A A supporter who is in favor of neuromarketing.
B Although neuromarketing could be used to manipulate people to make bad choices, it still has positive applications for it.
10-Minute Break
