LEARNING OBJECTIVES:

To be able to identify the techniques that advertisers use to persuade people to buy their product.

To evaluate the effects of these techniques on the target audience.

Thinking Skills Needed:Identify Evaluate

BY THE END OF THIS LESSON I:

Must be able to find some relevant points in a text and support my findings by using some relevant textual reference or quotation from the advert as evidence.

Should be able to clearly identify the most

relevant points, including those selected from different places in the advert.

Could be able to draw on my knowledge of other sources to develop or clinch an argument by referring and comparing two or more adverts confidently.

ADVERTISING

What do we already know?

We are surrounded by all sorts of advertising all of the time. With the person next to you 1) Discuss how many types of adverts that you can both think of. 2) Use the post it notes to Label your ideas on

the spider diagram in front of you.

WHAT COMES TO YOUR MIND WHEN YOU SEE THE FOLLOWING PRODUCT?

1.

2.

3.

WHAT COMES TO YOUR MIND WHEN YOU SEE THE FOLLOWING PRODUCTS OR BRANDS? (MY IDEAS)

1. Cheryl Cole

2. Because I’m Worth it!

3. Beautiful, thick glossy hair.

WHOLE CLASS DISCUSSION

Why do you think that we know so much about this product just by looking at the bottle?

ADVERTISERS ARE CLEVER.

Let’s write down some of the persuasive techniques that

they use to help us ‘buy into’ a product.

WE WILL NOW WATCH A LOREAL HAIR COMMERCIALFEATURING

CHERYL COLE

Remember to Look Carefully for

some of the techniques that

advertisers might use to persuade

us to buy a product.

WHO DO YOU THINK THIS ADVERT IS AIMED AT? WHAT IS THE TARGET AUDIENCE? HOW CAN YOU TELL?

Cyclists

Babies

Young Women

INDIVIDUAL TASK: ON THIS SECOND VIEWING:

1)LET’S SEE IF YOU CAN IDENTIFY THE TECHNIQUES THAT ARE HIGHLIGHTED IN YOUR LEARNING PACKS.

2) EXPLAIN THE EFFECTIVENESS OF THESE TECHNIQUES ON THE TARGET AUDIENCE IN YOUR LEARNING PACKS.

INDIVIDUAL TASK: FEEDBACK

SHARE YOUR IDEAS WITH EITHER THE PERSON SAT NEXT TO YOU OR FACING YOU.

INDIVIDUAL TASK: WHAT DO WE KNOW ABOUT ADVERTISING AIMED TOWARDS A YOUNG MALE AUDIENCE?

On your mini white boards write down all that you already know about

advertising which is geared towards a male audience of 16 – 35 year old young men.

WHAT COMES TO YOUR MIND WHEN YOU SEE THE FOLLOWING PRODUCT?

1.

2.

3.

WHOLE CLASS DISCUSSION

Why do you think that we know so much about this product just by looking at the bottle?

WE WILL NOW WATCH A LYNX PULSE COMMERCIAL

FEATURING A POP SONG CALLED MAKE LUV BY ROOM FIVE (FEATURING OLIVER

CHEATHAM)

Remember to Look Carefully for

some of the techniques that

advertisers might use to persuade

us to buy a product.

THINK –PAIR-SHARE: IN PAIRS ANSWER THE FOLLOWING QUESTIONS; DISCUSS YOUR ANSWERS WITH ANOTHER PAIR; FINALLY, IN YOUR GROUPS OF FOUR FEEDBACK TO THE WHOLE CLASS.

1. Why do you think there is no dialogue (talking) in this advert?

2. What can you say about the music that is used?

3. What about the colours that are used?4. Why do you think that this 2005 advert was

so successful? (Lynx Pulse sales went through the roof and the song went to Number One in the charts).

5. What features in this advert appeal to the target audience?

COMPARING AND CONTRASTING: REVISE! WHAT CONNECTIVES AND

CONNECTING PHRASES CAN WE USE TO SAY THAT SOMETHING IS…

Similar Different

Loreal Lynx

ON YOUR OWN!!!Write a number of paragraphs comparing and contrasting the devices used by advertisers for the two adverts and discuss their effectiveness. Think about:1.Music2.Dialogue (Speech)3.Use of Celebrity4.Rule of Three5.Facts and Statistics6.Slogan7.Colour8.Setting

FINALLY…Write a concluding paragraph which summarises:

Which you think is the most effective advert in terms of

appealing to it target audience and why.

INTERACTIVE PLENARY: INTRODUCTION TO ADVERTISING: CLICK ON THE

NUMBERS TO REVEAL THE QUESTIONS

Click on one of the above numbers

1

2

3

4

ONE

What three things have I learned about advertising during

this lesson?Back to Main Menu

TWO

How many types of target audiences can you think of?

THREE

Do you think thatthe cost of expensive advertising is passed on to the consumer?

FOUR

Why do you think that companies want to use

celebrities in their advertising?