Explain the words: "concept", "gimmick" and "slogan". Then, have the students come up with a really creative example of all three. For example, my students came up with the idea of an ice-cream parlour with separate rooms catering to the tastes of children (ball pool, waiters and supervisors dressed as cartoon figures), teens (MTV theme) and adults (any liqueur over any flavour of homemade ice-cream). We named the place the Brain Freeze and the student with the best slogan won a coke.
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