Business English for Advertisers at Etude House

Abstract

This textbook is intended for young adults in their 20s to 30s who are working for Etude House, specifically in the advertisement/marketing section with the purpose of enhancing their speaking and building their fluency. Etude House plans to have more than 345 overseas stores in a bid to achieve half of the company's total sales from the foreign market as it has started to gain an international presence., Etude House seeks to open a shop in USA in the near future. Thus, young adults who are working at Etude House have become increasingly interested in seeking to develop their English speaking fluency. They are interested in learning English since they feel that they lack the skills that will be required to communicate with their colleagues and clients abroad. English speaking abilities especially during meetings are in need; however, a majority of them are lacking in communicative competence since they lack exposure to the language due to the Korean English education curriculum focusing mainly on receptive skills. They also need awareness of the cultural difference they may encounter since few of them have much experience abroad. To meet these needs, this Textbook includes a wide variety of speaking activities that will give them the opportunities they need to to produce the language, and with special attention to the language they will specifically need for meaningful workplace communication. Through the engaging communicative activities in this book, students should be able to improve their communicative competence, as well as increase their confidence in English.