100 Mistakes #19 - Concentrate and Focus

I usually write these blog posts in a quiet café because I need to concentrate. If it's too noisy, I can't focus on what I'm writing. I lose my focus. I lose my concentration.

focus can be a noun or a verb

concentrate is a verb

concentration is a noun

In my classes, I often hear the expression, "I was concentrated". Unfortunately, this is not an English sentence.

Although a person can concentrate, they cannot "be concentrated." We use "concentrated" as an adjective to describe something that has been intensified.

Washing-up liquid is concentrated when its water content has been reduced.

A campaign can be concentrated when an organisation targets a particular area or audience.

But you cannot 'be concentrated' because no one has concentrated you!

Here are some examples:

New Bio concentrated washing-up liquid lasts longer and cleans better! √
The Labour party's campaign was short but extremely concentrated, targetting poorer communities. √
I have been concentrated on this problem all morning. X
I have been concentrating on this problem all morning. √

On the other hand, people can be focussed (and so can a political campaign.)

For example:

She was focussed on winning the tournament. √
The campaign was poorly focussed so voters stayed at home. √

But washing-up liquid cannot be focussed. That's why it's not very good at winning tennis tournaments or elections!


Have you been concentrating?

One of the following statements is incorrect. Which one?

Michael didn't go out because he was concentrating on his exams.
Michael didn't go out because he was focussing on his exams.

Michael didn't go out because he was concentrated on his exams.

Michael didn't go out because he was focussed on his exams.

Interactive Lesson - Advertising

Task 1

Which of these forms of advertising do you think has the strongest influence on you?

     flyers         TV ads         outdoor poster campaigns

     magazine/newspaper ads         sports sponsorship


What are the pros and cons of each of these forms of advertising in terms of their effectiveness?


Task 2

You are now going to watch a series of TV adverts that have been very popular in the UK. For each advert, carry out an analysis considering the following points:

1. What is being advertised?
2. How is it creative? (Imagine that the advert was your idea. Think about how you would defend your creative decisions.)
3. Is there a concept that the audience has to 'get'? (i.e. Is there a connection that you have to make to understand the advert properly?)
4. Why do you think this advert was particularly popular with British audiences?
5. Is there anything that could be changed to improve the advert?

     Video 1: Compare the what?
     Video 2: The Cog
     Video 3: The Surfer
     Video 4: The Drummer
     Video 5: Flash Mob

Now that you have seen and discussed all of the adverts, which is the most...?

     ...humorous?
     ...creative?
     ...innovative?
     ...confusing?
     ...appealing?


Task 3

Choose one of the following positions and think of how you can justify
and elaborate on it.

Student A / Group A
Advertising is a waste of money and is an eyesore. It turns us all into self-obsessed consumers, filling our lives with things we don't really need, making the rich richer, and disengaging us from society's real challenges.

Student B / Group B
Advertising provides an opportunity for creative people to show off their talent. The fact that the public is kept informed about and engaged with the latest products helps to drive innovation and improve our lives.

Debate your position with your partner or the other group.