1. Transport and Delivery & ad language
Week 5

2. Transport by land
Roads – Most frequent (especially for domestic transport) and most flexible
Railways – Less important nowadays but still useful for bulk freight or hazardous chemicals
Pipelines – Ideal for liquids (oil, gas, etc.) but have an environmental cost and expensive infrastructure

3. Transport by SEa
Inland Waterways – Much less common nowadays (rivers, canals, etc.), slower and limited
Sea Transport – Particularly important for international trade and helped by convenience of containers and well-equipped ports (road and rail terminals on site)

4. Bill of Lading / Waybill
Main document for sea transport
Serves two purposes:
A receipt for goods carried, stating their condition at the moment they are loaded on board ship.
Legally binding contract of carriage. Shipowner accept responsibility for the delivery of goods to the consignee in the same condition they were received in exchange for money.

5. Transport by air Perfect for urgency and non-durable goods
More expensive but could be a money saver (faster process and fewer expenses)
Most international airlines have a network of cargo airports with staff specialized in all shipping and documentation phases
Air transport contract document is Air Waybill or Air Consignment Note

6. Advertising Language Don’t worry about grammar…to a point
Focus on the right words, and not difficult words
Obsolete  Old-Fashioned
Be CLEAR and EASY to follow
Use second person (speak from one person to another)
Use contractions (do not  don’t)

7. Advertising vocabulary
Now Easy Safe (Safety) Proven Discover Guarantee Love You Save Free Try Ends Opportunity Increase Improve Don’t Start Fast Unique Be Value Because Never New Powerful Results All you need More «100% money back guarantee» «No obligation» Everything

8. Headline Writing
Write 4 headlines (each a different method) and 2 captions for a DHL shipping AD (no copy)
Direct, Indirect, How to, Reasons why, Testimonial, Question, Command, News

9. FIAT Advertisement
Task: Write an advertisement for a 2018 FIAT 500
Include ALL ad parts (75 word copy) and use FIVE of the vocabulary words