Lesson Aim
Students watch a video about why Apple keynotes are so persuasive and practise language for storytelling, product launches, marketing claims and presentation impact.
Before watching
- Have you ever watched a product launch?
- What makes a presentation feel exciting?
- Do you prefer technical details or a strong story?
Prep Part 1
Drag the correct sentence ending into each gap.
Sentence endings
create anticipation before revealing somethingstudents should connect it to the lesson topic.it repeats and reinforces the main idea clearly.words that describe something as the highest or bestthe main presentation at an eventWatch Part 1
Watch from 0:00 to about 3:35. Focus on how Apple uses story, videos, history, exaggeration, percentages and simple messages.
Open Part 1 on YouTube
Comprehension 1
Choose an answer to get instant green/red feedback.
1. According to the video, Apple keynotes are not just showing products. What are they doing?
2. What do the opening videos usually convey?
3. How does Apple describe its products?
4. What type of technical detail does Apple usually avoid?
Vocabulary from Part 1
The keynote is not just showing products; it is telling a .
The videos build before the reveal.
Apple uses repetitive exaggeration to drive home its .
Apple prefers fancy marketing .
Options
suspensemessagestorytermsrestaurantsPrep Part 2
Drag the correct sentence ending into each gap.
Sentence endings
a clear story where all parts fit togetherstudents should connect it to the lesson topic.make people excited before something happensall parts of the presentation connect around one clear idea.new, important and innovativeWatch Part 2
Watch from about 3:35 to the end. Focus on the Apple/Samsung comparison, delivery, cohesive storytelling and brand selling.
Open Part 2 on YouTube
Comprehension 2
Choose an answer to get instant green/red feedback.
1. Why is Apple presented as more effective than Samsung in the comparison?
2. What does the narrator say Samsung tries to do?
3. What effect do Apple’s layered techniques create?
4. What is Apple really selling, according to the video?
Vocabulary from Part 2
Apple is able to tell a cohesive .
The message keeps the audience .
Nothing may be new, but it feels .
The presentations build huge .
Options
groundbreakingstoryanticipationengagedpasscodeVocabulary Review
| Expression | Meaning | Example |
|---|---|---|
| build suspense | create anticipation before a reveal | The video builds suspense before the product appears. |
| larger than life | more impressive than ordinary reality | Apple makes the product feel larger than life. |
| drive home a message | make an idea very clear through repetition | Repeated adjectives drive home the message. |
| cohesive story | a story where all parts connect clearly | The keynote has a cohesive story. |
| groundbreaking | new, important and innovative | The presentation makes the product feel groundbreaking. |
Phrasal Verbs and Expressions
Apple keynotes build to a product reveal.
The videos lead to the big announcement.
Speakers drive the main message.
Audiences walk remembering one clear idea.
The message gets when a company tries to say too much.
Options
homeoutlostupawayCollocations
product
positive
marketing
conversational
cohesive
Options
impactrevealtonetermstrafficstoryB2/C1 Grammar: Persuasive Presentation Language
This section practises emphatic language, contrast and storytelling phrases used in product presentations.
Grammar Section 1: Not just... but...
Choose an answer to get instant green/red feedback.
1. Complete: “Apple is not just selling a phone; it is ___ a brand.”
2. Which sentence sounds most persuasive?
Grammar Section 2: Cause and Effect in Presentations
The opening video creates a theme; as a result, the presentation feels like a .
Repetition drives home the main .
Simple slides help the audience stay .
Bold claims make the launch feel more .
Options
focusedimportantWiFimessagestoryGrammar Section 3: Speaking Task
| Opening a story | Creating importance | Comparing versions |
|---|---|---|
| Today, we are introducing... This began with... For years, people have... | This is more than... What makes this special is... It changes the way... | Compared with before... It is faster than... It uses less power than... |
Thought-Provoking Questions
1. Are Apple keynotes effective because of the products or the storytelling?
2. Is exaggeration acceptable in marketing presentations?
3. Should product launches include more technical details?
4. Why do simple slides often work better?
5. Can a presentation make an ordinary product feel innovative?
6. Which brands tell the best stories?
7. What makes a presenter sound confident?
Role Play
| Storytelling | Persuasion | Handling questions |
|---|---|---|
| Let me tell you why this matters. This product began with a simple problem. For years, users have wanted... | It is our most advanced... It is not just..., it is... This changes the way people... | That is a fair question. Compared with the previous model... The key benefit is... |
Context
Student A
You are the presenter. Make the product feel exciting, clear and important.
Student B
You are a journalist. Ask for details, challenge exaggeration and request specific examples.
Role play task: Deliver a short product launch and answer two difficult questions.
Thank You
You have completed the ESL CONNECT video lesson.