revisit the lesson’s essential question and discuss how...
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Grade: 7 Lesson # 2
What strategies and persuasive techniques do advertisers use to get you to buy their product?
SS.8.FL.2.2 Analyze a source’s incentives in providing information about a good or service, and how a consumer can better assess the quality and usefulness of the information.
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Image courtesy: The Graphic Fairy.com
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Correlated Literacy Standards:LAFS.7.RI.2.4 Determine the meaning of words and phrases as they are used in a text, including figurative, connotative, and technical meanings; analyze the impact of a specific word choice on meaning and tone..
LAFS.7.W.3.7 Conduct short research projects to answer a question, drawing on several sources and generating additional related, focused questions for further research and investigation.
LAFS.7.SL.1.2 Analyze the main ideas and supporting details presented in diverse media and formats
SS.8.FL.2.2 Analyze a source’s incentives in providing information about a good or service, and how a consumer can better assess the quality and usefulness of the information..
Analyzing Advertisements
Lesson Number (1-15): 2
Correlated Florida Standards (See Full Text on Cover Page)LAFS.7.RI.2.4, LAFS.7.W.3.7, LAFS.7.SL.1.2
Essential QuestionWhat strategies and persuasive techniques do advertisers use to get you to buy their product?
Learning Goals/Objectives Identify a source’s incentive in providing information about a good or a service Understand strategies and persuasive techniques used by advertisers. Analyze advertisements with regard to quality and usefulness of information presented in
advertisements Understand that advertisements are created to get consumers to buy the goods and services being
advertised.
OverviewIn this lesson, students will explore different techniques and incentives advertisers use in order to convey a certain message. Through a variety of activities, students will be able to identify advertising strategies and analyze advertisements with regard to the quality and the usefulness of the information presented. Students will create their own advertisements using the strategies learned in this lesson.
Materials Computer/Internet Access Projector SmartBoard PowerPoint Presentation: Analyzing Advertisements (Included in Lesson 2 file) Handout #1 Advertising Strategies/Persuasive Techniques (Included in lesson) Handout #2 Advertisements (Included in lesson) Handout # 3 Creating an Advertisement Using Persuasive Techniques (Included in lesson)
Time50 minutes
Activity SequenceINTRODUCTION/HOOK (5 minutes)Explain to students that in today’s lesson we will be examining advertising and advertisements. Ask students: What is advertising? Write their responses on the board. Then ask: Why do companies use advertising? Solicit answers from the students. Discuss responses. Next ask students if they can think of different ways to advertise? (Possible answers Television, radio, newspapers, bus bench, bus, etc). Again list their answers on the board and discuss.
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ACTIVITY1. Explain to students that they are going to examine some advertisements and then investigate different
advertising techniques. Ask students: How many of you actually think of what companies are trying to do when you come across an advertisement? Tell students that advertisers use many different techniques to get you to buy their goods or services. We are going to begin by watching a PowerPoint Presentation showing some of the techniques used in advertising. Display the Analyzing Advertisement PowerPoint presentation (Included in Lesson 2 File). Each slide presents an advertising technique that students will be using in Handout #1. Advertising techniques are presented in the same order as the Handout. Work through each slide discussing the technique and how it applies to the images presented in the slides. (5 minutes)
2. Distribute Handouts 1 and 2. Explain to students that they will be completing an activity with Handout #1 in a few minutes. But, for now they are just going to concentrate on learning about the advertising techniques shown on the chart. Explain that these are the same techniques presented in the earlier PowerPoint presentation. Review and discuss each technique. (Do not give examples at this time as students will be doing that on their own later) After discussion of each technique have students look at Handout #2 and identify the technique used in each advertisement. (Answer key for Handout # 2 is included) (5 minutes)
3. Divide the class into small groups. Explain to students that they will have a few minutes to discuss the advertising techniques on Handout # 1. Then, working as a group, they are to decide on the best examples of each technique from advertisements familiar to them. List 1 or 2 examples in the space provided. (5 minutes)
4. Have each group share the advertising technique examples. Review and discuss the chosen advertisements. (5 minutes)
5. Now explain to students that it is their time to create advertisements using the techniques they have examined today. (You may choose to have students work individually or in small groups to complete this activity) Distribute Handout # 3 and explain the task: Choose one of the Advertising Strategies that we have studied today. You may use Handout # 1 as a
reference. In the first section of each box list the Strategy/Persuasive Technique you will be using in your advertisement. Please use a different strategy for each advertisement you create.
Choose a product that you would like to advertise (It may be an actual product or you may make up your own product). Write the name of the product in the space provided.
Now, create an advertisement for your product using the selected technique. Be creative! Who knows, you may have a future in advertising! ( 15 minutes)
6. Have students share some of the advertisements they have created. (5 min)
CLOSURE (5 minutes) Revisit the lesson’s Essential Question and discuss how advertising affects each of them individually. Ask if they will view advertisements differently as a result of this lesson. How so? If time permits, show the video: Intro To Persuasive Text using TV Commercials: https://www.youtube.com/watch?v=azttKmT0rVc (2 min 26 seconds) This video is a collection of 4 commercials for students to decide which persuasive techniques are being used.
OPTIONAL EXTENSION SUGGESTION/HOME LEARNING1. Compare and contrast different advertisements2. Make a chart to keep track of advertisements they see to and from school, watching TV, magazines
and newspapers etc. and what persuasive techniques are used3. Analyze different forms of advertisements4. Research the different mediums available for advertisers and how advertisers choose which ones to use. 5. Additional analyzing advertising activities in the following lesson plan:
http://www.econedlink.org/teacher-lesson/634http://www.econedlink.org/teacher-lesson/645
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http://www.readwritethink.org/classroom-resources/lesson-plans/persuasive-techniques-advertising-1166.html?tab=4
http://mediasmarts.ca/sites/mediasmarts/files/pdfs/lesson-plan/Lesson_Advertising_All_Around_Us.pdf
Sources/Bibliographic Information that contributed to this lesson:http://www.bing.com/images/search?q=advertising&view=detailv2&&id=9384F1EB7750C9A3C22C02836C06DFD0212BDA0A&selectedIndex=1&ccid=v0d%2fljlS&simid=607999715939649914&thid=OIP.Mbf477f963952f4e30fd4edc444bb9979H0&ajaxhist=0
http://www.bing.com/images/search?q=advertisements&go=Submit&qs=n&form=QBILPG&pq=advertisements&sc=8-14&sp=-1&sk=
http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf
http://www.econedlink.org/teacher-lesson/634
http://www.econedlink.org/teacher-lesson/645
http://www.readwritethink.org/classroom-resources/lesson-plans/persuasive-techniques-advertising-1166.html?tab=4
http://mediasmarts.ca/sites/mediasmarts/files/pdfs/lesson-plan/Lesson_Advertising_All_Around_Us.pdf
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Handout # 1 Advertising Strategies/Persuasive Techniques
In each box below, give an example of an advertisement that uses that strategy. The first one has been done for you as an example
Expert Opinion Testimonial Magic Ingredients Experts approve this product,
so you should use it
Example(s):
Four out of five dentists recommend that you should chew our sugarless gum.
A well-known person supports a product or service
Example(s):
A miraculous discovery or ingredient makes the product effective
Example(s):
Emotional Appeal Bandwagon Plain Folks A person is made to have
strong feelings about a situation or product
Example(s):
join the crowd everyone is using the product
so you should too
Example(s):
Product is practical Product is a good value Product is for ordinary people
Example(s):
Snob Appeal Bribery Slogan Use of product makes you part
of an elite group Luxurious and glamorous
lifestyleExample(s):
offers something extra example: buy one get one free
Example(s):
A catchy phrase or statement often used to sell a service or a product
Example(s):
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Handout # 2 Advertisements
1. ___________________________
http://www.bing.com/images/search?
q=Food+Advertisements&view=detailv2&&id=7BCA1B030C2183A263B3A5E23D99FE2F0869A721&selectedIndex=14&ccid=zkhONqZv&simid=608025485808110631&thid=OIP.Mce484e36a66f69af3b5d70939cb89d22H0&ajaxhist=0
2.____________
www.celebrityendorsementads.com
3.______________________
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Handout # 2 Advertisements Answer Key
1. Bandwagon
2. Bribery
http://www.bing.com/images/search?
q=Food+Advertisements&view=detailv2&&id=7BCA1B030C2183A263B3A5E23D99FE2F0869A721&selectedIndex=14&ccid=zkhONqZv&simid=608025485808110631&thid=OIP.Mce484e36a66f69af3b5d70939cb89d22H0&ajaxhist=0
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Handout # 3 Creating an Advertisement Using Advertising Strategies/Persuasive Techniques
Strategy/Persuasive Technique you will be using:
__________________________________
Your Product:____________________________
Your Advertisement:
Strategy/Persuasive Technique you will be using:
__________________________________
Your Product:____________________________
Your Advertisement:
Strategy/Persuasive Technique you will be using:
__________________________________
Your Product:____________________________
Your Advertisement:
Strategy/Persuasive Technique you will be using:
__________________________________
Your Product:__________________Your Advertisement:
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