Esame Inglese 1

ADVERTISING

• telling a story to convey a message about your business, products, or service

• the 'story' can be told with words, sounds, videos, or simply images

• creativity is important, but being clear about your message is even more important

Criteria:

- age (children, teenagers, adults, elders)

- location / ethnicity (where they are from / live) - education (some, primary, secondary...)

- gender (male, female, non-binary)

- marital status

Basic principles:

- keep things simple

- choose a speci c target (consumer) group

- choose a speci c product, product line, or service to promote

- o er coupons, discount, or incentives (everyone loves a bargain)

Common advertising strategies:

- triggering emotions (music, humour...)

- using celebrities or role models (e.g. older kids, in uencers) - using special e ects / cartoons (e.g. animating your

product)

After identifying a target audience, and choosing a strategy, we need to create the ad. There are only three basic

formats.

Ads are usually categorized as:

- single-image (static) ads (newspapers, magazines, billboards, Internet)

- video ads (television, Internet)

- radio ads

Radio ads are quite specialized, as they target a local audience and do not use visuals.

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PUBBLICITÀ

• raccontare una storia per trasmettere un messaggio sulla tua attività, sui tuoi prodotti o sul tuo servizio

• la 'storia' può essere raccontata con parole, suoni, video o semplicemente immagini

la creatività è importante, ma avere chiarezza sul messaggio lo è ancora di più

Criteri:

- età (bambini, adolescenti, adulti, anziani)

- posizione/etnia (da dove provengono/vivono) - istruzione (alcuni, primaria, secondaria...)

- genere (maschile, femminile, non binario)

stato civile

Principi di base:

- mantenere le cose semplici

- scegliere un gruppo target (consumatore) speci co

- scegliere un prodotto, una linea di prodotti o un servizio speci co da promuovere

- o rire coupon, sconti o incentivi (tutti amano gli a ari)

Strategie pubblicitarie comuni:

- innescare emozioni (musica, umorismo...)

utilizzare celebrità o modelli di ruolo (ad esempio ragazzi più grandi, in uencer) - utilizzare e etti speciali/cartoni animati

(ad esempio animare il prodotto)

Dopo aver identi cato un pubblico di destinazione e scelto una strategia, dobbiamo creare l'annuncio. Esistono solo tre

formati base.

Gli annunci sono generalmente classi cati come:

- annunci con immagine singola (statici) (giornali, riviste, cartelloni pubblicitari, Internet)

- annunci video (televisione, Internet)

- spot radiofonici

Gli annunci radiofonici sono piuttosto specializzati, poiché si rivolgono a un pubblico locale e non utilizzano immagini.

ECOLOGICAL FOODPRINT

Even if carbon footprint and ecological footprint are often used as synonyms, especially in current parlance, they have a

little di erence: in fact, technically, the carbon footprint refers exclusively to the amount of resources consumed, while

the ecological footprint calculates the impact of both the resources consumed and the waste produced

The ecological footprint is a way to measure our human demand on nature (demand of resources): it represents the

impact of a person, a household, a city, a business or a country on nature.

→ food, energy, transportation, goods and services all contribute to our ecological footprint The ecological footprint is

expressed as the amount of land and water required to produce what we consume and to absorb the waste we

generate →

By measuring our ecological footprint, we can assess the pressure our lifestyle puts on the planet this helps us to

manage the ecological assets more wisely and to take action: something we can do to reduce our ecological footprint

is: buy organic, bring your own bag, use public transportation

IMPRONTA ALIMENTARE ECOLOGICA

Anche se impronta di carbonio e impronta ecologica vengono spesso usate come sinonimi, soprattutto nel linguaggio

corrente, presentano una piccola di erenza: tecnicamente, infatti, l’impronta di carbonio si riferisce esclusivamente alla

quantità di risorse consumate, mentre l’impronta ecologica calcola l’impatto di entrambe le risorse consumate e i ri uti

prodotti

L’impronta ecologica è un modo per misurare la nostra domanda umana sulla natura (domanda di risorse): rappresenta

l’impatto di una persona, una famiglia, una città, un’azienda o un paese sulla natura.

→ cibo, energia, trasporti, beni e servizi contribuiscono tutti alla nostra impronta ecologica L’impronta ecologica è

espressa come la quantità di terra e acqua necessaria per produrre ciò che consumiamo e per assorbire i ri uti che

generiamo →

Misurando la nostra impronta ecologica, possiamo valutare la pressione che il nostro stile di vita esercita sul pianeta

questo ci aiuta a gestire il patrimonio ecologico in modo più saggio e ad agire: qualcosa che possiamo fare per ridurre

la nostra impronta ecologica è: compra biologico, porta il tuo borsa, utilizzare i mezzi pubblici

Guido Palazzo - Responsible consumption: the soft power of storytl

The text discusses our tendency to overlook social and environmental aspects when buying clothes, highlighting an

intention-behavior gap where good intentions don't always translate into responsible choices. It emphasizes the need to

reprogram habits for sustainable consumption and addresses the cultural shift required for a more sustainable lifestyle.

The comparison to an iceberg illustrates the need to target values and beliefs to bring about profound behavioral

changes, emphasizing the power of storytelling in shaping these values. The sustainability movement is critiqued for

lacking compelling stories, and the importance of narratives connecting happiness to planetary well-being is stressed.

The slow food movement, exempli ed by Carlo Petrini, is mentioned as a successful e ort to combat industrialized

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food production and unhealthy consumption by promoting local, healthy food and rebuilding connections between

producers and consumers.

Guido Palazzo - Consumo responsabile: il soft power dello storytl

Il testo discute la nostra tendenza a trascurare gli aspetti sociali e ambientali nell'acquisto di vestiti, evidenziando un

divario tra intenzioni e comportamenti in cui le buone intenzioni non sempre si traducono in scelte responsabili.

Sottolinea la necessità di riprogrammare le abitudini per un consumo sostenibile e a ronta il cambiamento culturale

necessario per uno stile di vita più sostenibile. Il paragone con un iceberg illustra la necessità di prendere di mira valori

e convinzioni per apportare profondi cambiamenti comportamentali, sottolineando il potere della narrazione nel

plasmare questi valori. Il movimento per la sostenibilità è criticato per la mancanza di storie avvincenti e viene

sottolineata l’importanza delle narrazioni che collegano la felicità al benessere planetario. Il movimento slow food,

esempli cato da Carlo Petrini, è menzionato come uno sforzo riuscito per combattere la produzione alimentare

industrializzata e il consumo malsano promuovendo cibo locale e sano e ricostruendo le connessioni tra produttori e

consumatori.

THE GLOBAL FOOD WASTE SCANDAL —> TRISTRAM STUART

(When calculating the ecological footprint associated with food, it's not just about how much gets eaten - it's also about

how much gets wasted.)

Tristram Stuart delves into the shocking data of wasted food, calling for a more responsible use of global

resources.Western countries throw out nearly half of their food, not because it’s inedible -- but because it doesn’t look

appealing.

The video talks about how much food is wasted globally and highlights the negative impact on precious resources such

as water, land and energy.

Through this speech Tristam wants to underline the seriousness of food waste which is increasingly widespread in the

hope that people can start to waste less or convert waste into other food, also used for animals.

INDUSTRIAL VS REGENERATIVE AGRICULTURE

Industrial agriculture has been linked to a number of problems such as cancer and other diseases due to herbicides and

pesticides. The big problem linked to industrial agriculture is its ecological footprint, in fact it is not sustainable in the

long term. Industrial agriculture is destroying ecosystems such as rainforests.

—> multinationals control this type of agriculture

—> regenerative agriculture = agriculture that increases biodiversity and stabilizes the climate is a set of applications

that has positive e ects

—> SOIL FOOD WEB = The soil food web can be thought of as the soil biome that breaks down organic matter and

releases nutrients for plants.The four major groups of microorganisms in the Soil Food Web are bacteria, fungi,

protozoa, and nematodes. When in balance, these microorganisms act as nature’s operating system: they interact with

each other and with plants to create abundant ecosystems. With a balanced biome in place, the soil can give plants all

the nutrients they need, protect them from pests and diseases, provide resilience against drought and ooding...and

even reduce the e ects of climate change

FOOD FOREST REVOLUTION

Forest gardens are a natural solution to overcome poverty, drought and deserti cation. In Senegal it has already been

implemented by thousands of farmers.

They mix fruit trees, fruits and vegetables to create a biodiversity paradise.

Trees for future has planted over 40,000 trees to transform arid lands into beautiful forests that provide food for families

and create a habitat for animals.

The Great Green Wall is a project to create a forest frontier across sub-Saharan Africa. This wall can stop the

development of deserts, climate change and defeat poverty. In areas like Africa where droughts last nine months create

problems both for the soil and for local families, planting trees is a solution to many problems

HOW TREES TALK TO EACH OTHER —> SUZANNE SIMARD

She talks about her experience: she grew up in the forests of British Columbia, she studied forestry and worked

→

alongside people in charge of the commercial harvest she conducted some experiments deep in the forest: she grew

80 replicates of three species (paper birch, douglas r and western red cedar)

Underground there is a world of in nite biological pathways that connect trees, allow them to communicate and allow

the forest to behave as a single organism

Trees in real forests, as it happened in the laboratory of Suzanne, can share information below ground and become

→

interdependent hub trees (also called mother trees) nurture their young trees, the ones growing in the understory: in a

single forest a mother three can be connected to hundreds of other trees →

When fungal cells interact with root cel