1. CONDITIONALS Unit 2.5. The Power of Advertising Unit 4.6. Beyond Stereotypes Teresa Pinto de Almeida ▪ Paula M. Araújo ▪ Telma Coelho de Sousa X PLORE 11

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

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

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

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

6. IF +,, Conditional Type Zero Conditional Type 1

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

8. Conditional sentences Conditional clauses are normally used when we talk about a possible situation, both in the past and in the future. 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. 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. 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.

9. 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. Unless they change the team, they’re going to lose the next campaign. They’re going to lose the next advertising campaign if they don’t change the team.

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

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

12. . (type 0/1/2) 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... 2. Try this chocolate! You'll crave for more! If you try... about the advertising impact on our decisions if it wasn’t so trivial. this chocolate, you will crave for more.

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

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

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

16. 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... 2. Unless governments respect minorities' rights, the United Nations will sanction them. The United Nations will sanction governments.... B. Rewrite the sentences as suggested below. violated, the Declaration of Human Rights wouldn’t have been created. if they don’t respect minorities’ rights.

17. 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,... 4. Prejudice exists because it is the result of a misguided perception of our multicultural world. If people didn't have... racial segregation in southern U.S. wouldn’t have been banned. a misguided perception of our multicultural world, prejudice wouldn’t exist.

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

19. Teresa Pinto de Almeida ▪ Paula M. Araújo ▪ Telma Coelho de Sousa CONDITIONALS Unit 2.5. The Power of Advertising Unit 4.6. Beyond Stereotypes X PLORE 11