ADVERTISING WAKE UP YOUR CRITICAL SIDE ADVERTISING WAKE UP YOUR CRITICAL SIDE.

ADVERTISINGWAKE UP YOUR CRITICAL SIDE

LESSON PLAN

Exercises

Activities

Material needed

Exercise

Solutions

Theory

Interesting Websites

Presentations

Introduction

Purpose and objectives

Competences

Methodology

Teaching resources

ADVERTISINGPRESENTATION

Clothes, car insurance, computers, holidays... we have never had so much

choice as consumers. Advertisement is the tool which many companies and

enterprises use to inform customers about their products and services and is

contributing to the betterment of the standard of living in the society.

Advertising is for everybody including kids, young and old. It is done using

various media types, with different techniques and methods most suited.

An effective advertising has to accomplish four things:

• Attract a consumer’s attention

• Focus the attention onto the message

• Make the consumer remember the message

• Cause the consumer to take the desired action (this really determines the

effectiveness of an ad)

In addition, advertising is frequently used to manipulate consumer's needs and

wants, and although there are increasing efforts to protect the public interest by

regulating the content and the influence of advertising, consumers must be

careful and critical with the advertisement they see.

The purpose of this material is to look closely and analyse critically the

advertising strategies.

INTRODUCTION

ObjectivesThe general and specific objectives to be achieved are:

1. Knowing what advertising is and its purposea. Understand what an announcement is.b. Distinguish elements of advertising.

2. Detect the mechanisms and strategies of advertisinga. Understanding the influence of design and appearance in

consumption itself. b. Detect the advertising strategies and appeals that are used to

persuade.

3. Develop a subjective and personal view on the subjecta. Being aware of the influence of advertising on our consumption.b. Wake up a critical attitude of their own consumption.

PURPOSE AND OBJECTIVES

Contents

•Advertising

•Purpose and function

•Definition and elements

•Design and appearance

•Hidden strategies – advertising appeals

Secondary Education, Higher Education, PCPI-s and groups with school origin

• Scientific, Technologic and Health Culture • Learning to learn• Linguistic Communication• Social and Citizenship• Autonomy and Personal Initiative

Other groups• Foreign Language Communication • Learning to Learn• Social and civic• Conscience and Cultural expression

COMPETENCES

This material is based on the meaningful learning principles, direct experience and

globality.

The lesson plans are developed with the purpose of students relating the contents

that are presented with previously acquired ones, so that they incorporate them into

their cognitive structure (meaningful learning).

Therefore, this material has two aspects: the informative and formative, since first

the contents are exposed and reported to subsequently be students who integrate

this new information in their cognitive structure through the realization of activities.

Furthermore, the principle of wholeness is expressed in the sequencing and

continuity of lesson plans, striking a right balance between the particular and general

aspects of knowledge. This allows the integration of content and isolated knowledge

in a structured and comprehensive manner.

METHODOLOGY

ParticipantsThis material is for students who are more than 12 years old. This material will be

worked in the big group and in small groups.

Timing of the activityIt lasts one session of 1 hour, depending on the previous knowledge of the group.

Place to carry out the activitiesIt will be held in a classroom with Smart Board.

Put the tables all together forming groups (create small groups of 4/5 people,

always depending on the amount of people in the class).

METHODOLOGY

RECOMMENDATION FOR THE TEACHER

1 –It is highly recommended to read the theory of the activity before starting with it.

2 - Preview and integrate the theory in the material to project.

TEACHING RESOURCES

The necessary resources for the development of this file are the following:

* Site to download the software that allows views and interact with SMART Notebook software files without a software license.SMART Notebook Interactive Viewer: http://smarttech.com/es/Solutions/Education+Solutions/Products+for+education/Software/SMART+Notebook+collaborative+learning+software/SMART+Notebook+Interactive+Viewer)

Technological equipment Teaching material Consumables

Computer or laptop This resource book Pen and pencils

Projector or Smart Board *

Material to projectBlackboard(optional)

Power Point presentattions for the

exposition)

Sheets of the exercises (printed)

ADVERTISINGEXERCISES

ACTIVITIES RESOURCES TIMING

1) Advertising. Reality or fiction?

Power point 1: Advertising, reality or fiction?Presentation of the unitTEACHER CARRIES IT OUT 10 minutes

2) Advertisement and its elements

Power Point 2: Advertisement and its elementsAdvertisement elements. Colour’s activity.TEACHER CARRIES IT OUT 10 minutes

3) How they sell it?

Power point 3: How they sell it?Advertising and elements. Analysing a static advertisements and a spot all together. STUDENTS CARRY IT OUT

15 minutes

4) Advertising agency

Power Point 4: Analysing the advertisements in small groups. Material of the annex: Audio video and the tables (for students and for the teacher).STUDENTS CARRY IT OUT

15 minutes

5) Seven recommendations

Power Point 5: Seven recommendationsEnd of the unitTEACHER CARRIES IT OUT 5 minutes

EXERCISES

ActivityThe teacher introduces the topic by asking the students some questions to

find students knowledge of the topic. Then, it appears the definition,

purpose and process of the announcements.

The topic starts with the introduction of the material to project. Chapter 1:

Advertising, reality or fiction?

Materials neededThe material needed is:

Material to project. Chapter 1

Smart Board or a computer

1) PRESENTATION

Theory

1) PRESENTATION

DEFINITION AND ELEMENTS

Due to the amount of bibliography that exists, different definitions, concepts and ways of understanding advertising according to the perspective taken can be found. Some people describe it as information, others as communication or promotion ... but all opinions agree that it is a sequential system or process that uses the message as a mean to encourage the consumption.

According to the RAE advertising is a “massive communication system that pretends to spread and disseminate news, announcements and commercial contents in order to attract the attention of the individual to purchase a product or service”.

N. García Fernández (2000) states that it is “the process of information to the public aimed at increasing sales of a product” (García Fdez, “Educación del consumidor. La publicidad”, p. 9).

With this information, we can deduce that advertising is a PROCESS in which a poster entity engages the services of an advertising agency to design a message or advertisement that subsequently reach the recipient through the media.

Theory

1) PRESENTATION

MEDIAANNOUNCER

MESSAGEAdvertisement

RECEPTOR

OR

OBJECTIVE PUBLIC

ADVERTISING AGENCY

The process starts when an entity wants to advertise a product or service and hires an advertising agency for elaborating an advertisement to promote them.

The advertising agency designs a message that will be “printed” in the design and in the implicit strategies of the advertisement.

This message will reach the objective public through the media.

Thus, the elements forming that process are the following:

Theory

1) PRESENTATION

AIM AND PURPOSE N. García Fdez (2000) claims that the purpose is to “persuade the consumer”. Therefore, try to encourage and motivate the consumer to make he or she feel the need of the product o service that is being advertised. The real background is that advertising is a “factory” for creating needs because it is the tool that makes the consumption wheel turn.

Meanwhile, other authors emphasize that advertising tries to influence the attitudes and behaviors of the public to whom it is addressed.

Besides having an orientation or purpose, advertising has various functions or utilities, such as:

• Informative: it describes the product and its characteristics.• Economic: it regulates the relationship between the production and

consumption; it encourages the consumption to raise the production.

• Financial: it helps to promote economic resources (wage or fund) to the media.

• Persuasive: because it intends to incite, provoke interest and motivation towards the product.

All these functions are intertwined since the own information of the product is aimed at persuading and convincing. At the same time, provoking an interest is also due to the characteristics of both product and advertisement.

Therefore, in this unit, we focus on the informative (design and appearance) and persuasive (strategies and mechanisms) functions.

2) ADVERTISEMENT AND ITS ELEMENTS

ActivityThe teacher introduces the topic by asking the students some questions

included in chapter nº2 of the material to project, to find students

knowledge and make them think a bit about the topic. Then, it appears the

definition, purpose and process of the advertisements.

It continues with an analysis of the advertisement, where the teacher has to

explain all the elements of the advertisement. They are divided in two parts:

design and appearance (what can be seen) and strategies and mechanism

(what cannot be seen). In addition to the first part´s slide show (design and

appearance), there is also an exercise to do with all students together or in

small groups, (link the colours with its meaning). Teacher can choose

between printing the sheet or doing it in the Notebook for the Smart Board,

in the folder named “Activity 1-colours”).




Printed sheets about colours (optional)


ExerciseLink each colours with its right meaning.

Dynamism, passion, youth

Money, power, success

Freshness, lightness, calm

Strength, masculinity Temperance, clarity, cleanliness

Stimulation, sensual, erotic

Babies, maternity

Feminism

Calm, balance, nature

Sadness, elegance, darkness


SolutionsLink each colour with its right meaning

Sadness, elegance, darkness

Calm, balance, nature

Money, power, success

Strength, masculinity

Freshness, lightness, calm

Babies, maternity

Stimulation, sensual, erotic

Temperance, clarity, cleanliness

Feminism

Dynamism, passion, youth


TheoryAs it is previously said, advertising has a double function: informative and persuasive.

These functions are also influenced by the two sides of advertising, or both tools at its disposition.

This tools are the design and the appearance of the advertisement (what can be seen) and the strategies and mechanisms (what cannot be seen).

With both of them, the advertising agencies “play” to try to provide the necessary information about the product or service and persuade the consumer.

Therefore, to be in a position of analyzing publicity, it will be necessary to know these two faces and obtain a comprehensive and concrete vision of it.

A – DESIGN AND APPEARANCE

The design of an advertisement is all that is captured by the sense of sight and hearing; it refers to what we see when we are presented with an advertisement.

Especially, it gives information about the product or service, but it also persuades paying attention to every detail of the design.

The formal aspects in an advertisement are:

1- Type of image: it refers to the size and format, that it can be artistic (graphic design, paints…) or real photography.

2- Staging: it refers to the elements and the contest, place or scenery of the advertisement, the characters and their behaviour.


Theory

3- Structure and composition: the compositional structure of the image (overlapping shots), and how the location of the elements in the

advertisement are designed (colour, characters, lines, frames, etc.)

4- Point of view: framing and shot of the image

5- Light: if it is artificial or natural, exact o diffuse, descriptive or dramatic…

6- Colour: the colour transmits a range of emotions and feelings in an unconscious level. Each colour transmits different sensations, such as:

- red: dynamism, passion, youth- orange: stimulation, sensual, erotic- yellow: money, power, success- green: calm, balance, nature- blue: freshness, lightness, calm- white: temperance, clarity, cleanliness- black: sadness, elegance, darkness- pink: babies, maternity- purple: feminism- brown: Strength, masculinity


TheoryB – HIDDEN STRATEGIES- ADVERTISING MECHANISMS

From a legal point of view, the publicity has to be clear and cannot contain implicit and unconscious strategies for the recipient (illicit advertisement)

However, advertising appeals and talismans are used in all the ads, because through the design and appearance of the ad are “hidden” those seemingly positive feelings, that persuade and induce the consumer to a particular thought.

The appeals and talismans more used in advertising are those corresponding to the current values of the society. Some examples of habitual appeals are the followings:

• happiness, love, friendship, romanticism, tenderness, pleasure…

• tradition, family, historical memory, traditional values…

• eroticism, sensuality, masculinity, femininity…

• beauty, aesthetic, elegance, glamour…

• independence, freedom, youth, transgression, revolution…

• modernity, progress…

• social status, comfort…

• humanity, sensibility, kindness, solidarity…

The appeals are the values or ideals of the society, camouflaged in some images, persons or on the actual design and appearance, cause emotions and feelings in the receiver, persuading and captivating him or her.

Therefore, it can be said that advertising uses its two components (informative and persuasive) to “reach” the world of emotions (appeals) and cognition (design and appearance), mixing both to cause the desired effect.

3) HOW THEY SELL IT?

ActivityUsing all the elements for analysing an announcement that have been

explained in the previous activities, students have to analyse 2

advertisements.

The first one, (Heinz advertisement) it’s a static advertisement.

The second example it’s a spot (Pepsi).

Both of them appears in the material to project. Chapter 3.

This activity will be done all the group together and the teacher will guide

them.




This exercise is helpful to review the theoretical aspects we have worked before with a practical exercise.

Theory

3) HOW THEY SELL IT?Static advisement. Exercise

3) HOW THEY SELL IT?Static advisement. Solution

DESIGN AND APPEARANCE

Product: Ketchup HeinzSlogan: “No one grows Ketchup like Heinz”Type of image: artistic and photographicStaging:

• stage: red background• elements: slices of tomato

Light: central Colours: Red: dynamism, passion, youth, it brings to the mind the tomatoes. it wants to join the advertisement to the tomatoes and being healthy.

HIDDEN STRATEGIES

Type of image: The bottle of ketchup is made by slices of tomato this ketchup is healthy as it only made with tomatoStaging: The colour red leads to a tomato. The tomato slices that are making the ketchup bottle are disorganised fun

HOW DO YOU INTERPRET IT?

Public: young peopleModernity: designFun: it uses the tomato slices to make the ketchup bottle Explosion: explosion of movement, as the slices of tomato are disorganiced

DESIGN AND APPEARANCE

Product: Soda streamSlogan: Set the bubbles freeType of image: Realistic, no artisticStaging:

• stage: Street, a supermarket. • elements: Two trucks, 2 trolleys, the supermarket and the machine and

stuff to make the soft drink. Light: Natural and dark light in the street with light centred on Cola Cola and Pepsi drinks. Artificial light for the supermarket and the machine to make soft drinks.Colours: Neutral colours, stressing the red of Coca Cola and the blue of Pepsi. The brand has no characteristic colour.

HIDDEN STRATEGIES

Type of image: The soft drinks explode when somebody makes its own soft drink making “Soda stream”, other soft drinks become worthless.Staging: Less sophisticated background at the supermarket scenes and smart, modern and relaxed background inside the house contrast

HOW DO YOU INTERPRET IT

Public: Every type of public, Interpretation: Discredit of Coca Cola, Pepsi and industrially produced soft drinks, as anyone can get own self-made and homemade soft-drink.

Spot advisement (Stream soda). Solution

3) HOW THEY SELL IT?

4) ADVERTISING AGENCY

ActivityIn this activity, the students will be divided in two groups. Each group will

have an advertisement (spot or static advertising), and a table to analyse it.

It is recommendable to give the static advertising printed and to project the

spot in the board that is being used for the presentation. Students have to

complete the table in groups and then it will be corrected aloud.



Smart Board or a computer.

Printed sheets of the static advertising.

Printed sheets of the exercise.

No complementary theory is needed.

Theory


Exercise

STATIC ADVERTISING (ADIDAS)

WHAT CAN BE SEEN

Product

Slogan

Characters

Type of image

Staging

Light

Colour

WHAT CANNOT BE SEEN

Public

Interpretation


Exercise

SPOT (BMW)

WHAT CAN BE SEEN

Product

Slogan

Characters

Type of image

Staging

Light

Colour

WHAT CANNOT BE SEEN

Public

Interpretation


Solutions

MATERIAL FOR THE TEACHER

Spot

(BMW)Static advertising

(ADIDAS)

WHAT CAN BE SEEN

ProductBMW Adidas

SloganFeed your restless Impossible is nothing

Characters The rider of the motorbike a girl, and people in the bar

David Beckham

Type of imageRealistic Realistic

Staging The road and street and bur in the city

Black background

Light Natural light, mostly centred in the motorbike

Centred in David Beckham and in the slogan

ColourBlack, grey White, grey, black

WHAT CANNOT BE SEEN

Public Restless and freedom-loving motorbike riders

Sporty people, as it is a sport brand

Interpretation Those who own the BMW R nineT, know that it´s best to keep quiet and let the bike do the talking.

With Adidas, everything is possible; do not give up

5) SEVEN RECOMMENDATIONS

ActivityUsing the material to project, the teacher will explain seven advices,

leaving time for discussion and questions.



Smart Board or a computer.

Theory

• NOTHING IS WHAT IT SEEMS TO BE: The reality is a personal and subjective interpretation, far different from what they would have us believe.

• DO NOT BELIEVE EVERYTHING YOU SEE. inform yourself and think!• GET TO KNOW YOUR RIGHTS AND YOUR OBLIGATIONS AS A CONSUMER…• DISTINGUISH BETWEEN REAL NEEDS AND NOT TO WHIMS, OSTENTATION,

OR URGES TO BE IN THE LIMELIGHT• DO NOT BUY BECAUSE OF ITS APPEARANCE, BUT BECAUSE OF BEING

USEFUL. The appearance does not show the truth nor the reality.• DO NOT FORGET TO READ THE FINE PRINT AND THE TERMS OF USE• DO NOT BE EASY TO CONVINCE. SHOW UP YOUR INTELLIGENCE!

ADVERTISINGINTERESTING WEBSITES

INTERESTING LINKS

RELATED INFORMATION

Advertising Standards Authority, the UK’s independent regulator for advertising across all the media

http://www.asa.org.uk/

English for marketing/advertising.

http://www.businessenglishsite.com/esl-advertising-vocabulary-matching1.html

The influence of advertisements on consumption. Montreal Economic Institute

http://www.iedm.org/files/note0611_en.pdf

INTERESTING LINKS

ADDITIONAL MATERIAL

Spot material. The guardian.

http://www.theguardian.com/media/advertising

Static Advertising material.

http://www.toxel.com/inspiration/2008/07/11/20-brilliant-advertising-ideas/

Don´t buy it. Teaching guide and exercises

http://pbskids.org/dontbuyit/teachersguide.html

Multimedia teaching materials

http://www.tv411.org/teachers

Watching the Watchers (New York Times)

http://learning.blogs.nytimes.com/2006/07/27/watching-the-watchers/?_r=0

ADVERTISING WAKE UP YOUR CRITICAL SIDE ADVERTISING WAKE UP YOUR CRITICAL SIDE.

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