ENGLISH and

PERSUASIONEnglish 3103-3

S c o r e d A c t i v i t y 1 Date:

Signature of the evaluator:

Score: /100

I D E N T I F I C A T I O N

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Project Manager: Paul Fournier

Writer: Heather Davis

Content Editor: Susan Power

Copy Editors : Keith Boeckner, Joan Polfuss Boeckner

Graphic Design: Hélène Meunier

Art: Hélène Meunier

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All rights for translation and adaptation, in whole or in part, reserved for all countries. Any reproduction by mechanical or electronic means is forbidden without the express written consent of a duly authorized representative of the SOFAD.

Notwithstanding the above, reproduction is authorized solely for use by owners of the English and Persuasion learning guide.

This work is funded in part by the Ministère de l’Éducation, du Loisir et du Sport du Québec and by the Canada-Quebec Agreement on Minority Language Education and Second Language Instruction.

Scored Activity

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Complete this activity after you have finished Learning Situation 2 in your guide.

It is recommended that you obtain an average mark of at least 60% in order to write the final exam.

Instructions

● Fill out the section titled “identification.”

● You may consult your course notes and an English-only dictionary.

● Give this evaluation activity to your teacher if you are taking the course at an adult education centre or send it to your tutor if you are taking a distance course. We recommend that you keep a photocopy of your work, just to be safe.

● When you receive your corrected copy, read your teacher’s or tutor’s comments carefully. If you have any questions, don’t hesitate to write or telephone him or her.

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P r e s e n t a t i o n o f S c o r e d A c t i v i t y 1Evaluation of competency: Uses language/talk to communicate and to learn (C1)

Reads and listens to written, spoken and media texts (C2)

Broad Areas of Learning Media LiteracyEnvironmental Awareness and Consumer Rights and Responsibilities

Subject Area Languages

Family of Situations Seeking and imparting informationDeveloping and supporting a stance

Course English and Persuasion

Program English Language Arts

Goal Orally present an analysis of an advertisement

Authorized materials English-only dictionary Course notes

Evaluation tool Evaluation: Criterion-referenced rubrics• Excellent• VeryGood• Good• Weak• VeryWeak

Time allotted 90 minutes

Assessment: 60% overall = PassRetakes: The adult learner must retake each scored activity separately.

This part satisfies the analytical and interpretive requirements of the course. Understanding and interpreting a text requires the adult to examine fully the nature and aim of this type of text. This text requires the adult to analyze a persuasive ad by responding to short answer questions (approximately 60 words for each response).

– Source: English Language Arts: Definition of the Evaluation Domain (DED) for Certification and Recognition.

When adult learners discuss a variety of ads, they focus on the ads’ social function(s), target audience(s) and communication conventions. They discuss the language in each ad and consider how effectively it persuades the target audience to view the product or service in a particular way. They identify examples of connotative, figurative, or aesthetic language (including language that appeals to the sense of sight, smell, touch, taste, and hearing) and discuss the effect of the type of language used. They identify the standard page layout of a full or half-page ad and discuss the positioning and interplay of image, colour, and print. They discuss the rhetorical devices used in the ad, including media devices such as effective or appealing sound effects/colours/designs/logos, and language devices such as jingles, catchy phrases, puns, humour, hyperbole, rhyme, rhythm, metaphor, and simile.Adult learners discuss how these devices increase the persuasive appeal of the ad and the way beautiful or sexually charged images or words are exploited. They discuss the ad’s informative, explanatory, narrative, or argumentative elements and analyze the values that the ad embodies or promotes. They also analyze the role of persuasion in advertising in general.

– Source: English Language Arts: Program of Study

Scored Activity

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Evaluation Content1.1 Effective communication of

ideas• Communicationofideas,pointsofview,andinformation

• Demonstrationofnewwaysofthinking

1.3 Appropriate use of language conventions

• Useofvariousoralcommunicationfeaturesappropriatetothetext

• Useofbodylanguagesuitabletothecontextandaudience

• Useoflanguagesuitabletothecontextandaudience(toneandregister)

2.1 Coherent construction of meaning from texts

• Determinationoftext’sinclusionofanyinformative,explanatory,orpersuasiveelements

2.2 Demonstration of understanding contextual connections

• Analysisofthevaluesthetextembodiesorpromotes

2.3 Thorough comprehension of structures and features of texts

• Analysisofhowmedia(e.g.images,pictures,designs,colours)andlanguagedevices(e.g.catchyphrases,humour)makethetextappealingorpersuasive

2.4 Critical interpretation of texts • Examinationoflanguageusedtoenticeorpersuade

• Identificationofpurposeandaudience

• Assessmentoftheoveralleffectivenessorineffectivenessofthetext

Task: To orally present an analysis of an advertisement

Instructions:Permitted materials: an English-only dictionary, course notes

Allotted time: 90 minutes

Recommended use of time: ● read instructions carefully (10 min)● analyze one of the ads (20 min)● prepare presentation (55 min)● give presentation (3-5 min)

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Your task is to analyze one of the ads below. Then you must present your analysis in a short oral presentation.

Choose one of the two ads below to analyze. Take a quick look at the ad and answer the first three questions to capture your initial reaction.

Circle the ad you have chosen: #1 Max Mattresses #2 Siesta Mattresses

1 What is your eye drawn to in this ad?

2 What are the first words that caught your attention?

3 Does the ad make you feel any emotions? If so, what do you feel?

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Now read all of the text and answer the following questions in order to analyze the advertisement.

4 Who is the target audience for this ad?

5 Who paid for this ad?

6 What is the purpose of this ad?

7 What values and ideas does this ad promote?

8 Comment on the language used in the ad. What makes it persuasive?

9 Comment on the visual aspects. How are the images, colours, fonts, and overall layout used to persuade?

10 Describe any persuasive techniques used in the ad, in addition to those you have already mentioned.

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11 Describe how the persuasive techniques used in the ad help to persuade the target audience.

12 On a scale of 1 to 5, 5 being the highest rating, how effective is this ad at persuading the target audience? Justify your choice.

Prepare your presentation.

Write a short introduction for your presentation. State the topic and purpose of your presenta-tion and give any necessary context for the ad you are going to analyze.

Reread your answers to the previous questions. This information will form the body of your pres-entation. You can make point-form notes here of the information you plan to include in the body of your presentation. First, prepare an introduction.

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Now write a short conclusion to wrap up your presentation. Summarize your analysis in one or two sentences.

Remember! Do not just read your notes word for word. You need to make eye contact with your audience.

Read the evaluation grid to see if you are prepared to give your presentation.

Hint

Vocabulary that is useful in analyzing ads

Headline: the large-print words that first attract a person’s eye

Subhead: an optional, slightly smaller text found directly underneath the headline

Copy: the main text, printed in readable size (probably the size of what you would normally find in a magazine or newspaper)

Image: an illustration, photo, or combination of both

Call to Action (CTA): a strong suggestion to take action, such as to buy a product or to donate money to a cause

Logo or Trademark: an icon or a symbol that represents the brand or company

Signature: the name of the brand or company in a unique typeface and style, plus contact information (website, email address, phone number, store address)

Slogan or Tagline: a short phrase that captures the personality or spirit of the brand or company

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Evaluation Grid

In this scored activity, adult learners analyze and interpret an ad.

The adult learner fulfills his or her role as a presenter by:

Very weak

Weak Good Very good

Excellent

Organization

• presentingideasinalogicalorconsistentsequence with a brief introduction and conclusion

0-10 13 16 18 20

Content

• identifyingthepurposeandaudience

• examiningthelanguageusedtoenticeorpersuade

• analyzinghowthevisualaspects(e.g.images,pictures, designs, colours) and language devices (e.g.catchyphrases,humour)maketheadappealing or persuasive

• analyzingthevaluesthetextembodiesorpromotes

• assessingtheoveralleffectivenessorineffectiveness of the text

0-25 33 40 45 50

Communication

• usinglanguagesuitabletothecontextandaudience (tone and register)

• usingbodylanguagesuitabletothecontextandaudience

0-15 20 24 27 30

Other comments/observations:

Total out of 100: 5 0.25= /25

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STUDENT’S QUESTIONS:

TEACHER’S OR TUTOR’S COMMENTS:

6003-07 April 2015