Standard+3.2.5

=Lesson Plans: Thinking about Advertising = Materials: Advertising techniques handout, advertising terms note sheet, advertising power point

Objectives: Students will be able to… -Evaluate ads for effectiveness -State whether or not they are affected by advertising with a small group as well as with the class -Recognize where they see advertisements and how prevalent they are in everyday life -Begin thinking about how advertising is different for people from other cultures than their own -Define advertising vocabulary and advertising techniques

Procedures: 1. Class will begin with a series of questions regarding their thoughts on advertising. A discussion of the pre-assessment they worked on in class on Thursday will ensue. Questions: -“By a show of hands, how many of you think that you are affected by advertising? - “How many of you would by a product based solely on a print or television ad you saw?” -“What makes an ad effective? What does an ad need to make it “work”? -“Do you think that ads can be made differently to appeal to different groups of people?” -“How would an ad agency be able to make simple changes to an advertisement to make it more effective in a different culture?”

2. Students will be asked to turn to the person next to you and in three minutes talk about an ad that works for you and how it appealed to you specifically. Ask for volunteers to share his or her advertising story.

3. Hand out “Advertising Vocabulary” note sheet. -Go through each term, first asking students if they have heard of the word and how they would define it. Make sure the students know to be keeping track of the definitions on their sheet. Terms will be incorporated into the power point presentation so they can copy directly from the smart board.

4. Hand out “Advertising Techniques” sheet. -Remind students that many of these techniques and terms applied to their persuasive writing from the beginning of the year.

5. Assign homework

Homework: Each student had to bring in three ads. The ads can come from magazines, newspapers, flyers, Internet, etc. Come prepared to discuss why this ad works. (15 points)

Tuesday Materials: Advertisements brought in by students, “Merchants of Cool” DVD, “Merchants of Cool” viewing guide Objectives: Students will be able to… -Explain why an advertisement is effective -Recognize copy -Answer questions about “Merchants of Cool”

Procedures: 1. Students will break up into small groups of three or four and share their three ads with the group. During this time students will be asked to share why they think this ad works and how the copy functions (There is no copy, too many words, uses a slogan, etc.)

2. Groups will choose one ad and present it to the class. They will name the product, discuss the copy and tell why it is effective.

3. Students will start watching “Merchants of Cool.” They will have a viewing guide to fill out during the documentary to ensure they are following along and understand the main points. (25 points)

Wednesday Materials: “Merchants of Cool” DVD, Ad project handout, copies of “The Language of Advertising Claims”

Objectives: Students will be able to… -Summarize “The Language of Advertising Claims” in his or her own words -Show mastery of one advertising claim by teaching it to the rest of the class -Give examples of a specific advertising claim -Recognize the types of advertisements needed to complete the ad project

1. Students will finish watching “Merchants of Cool” if necessary.

2. Students will receive a copy of the ad project handout. The requirements for the project as well as how it will be graded will be printed out and included in a folder that will be given to each student. The requirements for the project will be discussed and they will be informed that there will be examples available to look at during Friday’s class. Students will be able to ask questions about the project and its requirements.

3. Students will receive a copy of “The Language of Advertising Claims.” The class will read the first page and a half aloud, stopping to discuss meaning and check for comprehension. They will be asked to summarize various passages in their own words. Clarification of unknown terms will be made.

4. Students will break into groups and be assigned one of the advertising claims. They will then become experts on their claim. Being able to rephrase the claim and explain it to the class will be part of the assessment. Each group will provide examples of the claim to the class and clarify any questions if necessary.

5. Students will be asked to complete an exit slip.

Thursday Materials: Copies of Copy Platform activity

Objectives: Students will be able to… -Create a product -List the problems the product will solve -List the product’s characteristics -State the advertising objective -State the product’s target market -State the product’s competition -Generate a statement of benefit/appeal -Write the product’s theme -List supportive selling points of the product

Procedures: 1. Students will receive a Copy Platform worksheet. We will go through step by step and discuss what each of the steps requires. I will give them an example of a product that I have created so that they can visualize what the activity entails.

2. Students will break into small groups and complete their own Copy Platform worksheet.

3. Students will present their product to the class and summarize each of the listed requirements.