Persuasive Writing and Advertising
Mrs. Lee
Objectives
To recognize different advertising techniques
To understand the qualities of a good ad To create an original ad using the
techniques and the four qualities of a good ad
To think critically about how ads are created and how ads target teenagers
To understand the powers of persuasion
Day 1: Anticipatory set
Students are given handouts of ads from the “Themes for Coca-cola advertising” and a list of advertising techniques.
Advertising techniques are overviewed briefly.
Access prior knowledge by analyzing one’s own persuasive writing
Group work
In groups of five, students examine the print ads.
Through discussion, students will determine which advertising techniques are being utilized in the ads.
Magic ingredients“Revives and sustains”1905
Bandwagon:“6 million drinks a day”1925
Bandwagon:“It had to be good to get where it is”1926
Plain folks:“Friends for life”1935
Snob appeal1957
Patriotism1974
Wit and humor1999
The four qualities that make up a good ad:
Attracts attentionArouses interestCreates desireCauses action
Students will then be given a print ad and analyze it for the four qualities and for the advertising technique being used.
Individuals will present to the class
Access the Library of Congress
Students will examine past Coca-cola ads, available for viewing on the Library of Congress, such as…
The Hilltop Ad 1971
“I’d like to buy the world a Coke”
Mean Joe Green 1979
Polar Bears 1993
Requirements
They are required to create their own commercial or ad for a fictional product, an improved existing product or create a new product. They should use:
the four qualities of a good adone of the techniques we
studiedhumor or irony
Ads can be created using PowerPoint
Make a TV Commercial Make a poster ad Extra Credit: heightened creativity,
doing more than one project, and new product creations
Other RequirementsStudents will write 1. a reflective journal entry (3-5 paragraphs) about
why they believe major corporations aim advertising at teenagers.
2. a reflective journal entry (3-5 paragraphs) about the creative process (including how and why they came up with the idea
3. Write a slogan for product4. Include information about target audience5. Answer standards 5W’s & H to deliver message
Presentations No More than 3 minutes Must be able to be used on TV or
Computer Must not contain any profanity
or sexually explicit content All print ads must be on poster
board No more than 3 to a group Ideas must be original
Top Related