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Unit 6 - Advertising

Page history last edited by Russell 10 years ago

Fri, Jan 22


DUE  TODAY:  Late submissions of the advertising mini-portfolio (4 ads +  reflection)

HOMEWORK  TONIGHT:  Finish your original ad! Don't forget the explanation that must accompany it.

FOCUS  TODAY:  Work time on ad AND  completing "The Ad and the Ego"


Click this link for details on the: Advertising Creation Project


If you liked "The Ad and the Ego"  you can watch it w/ the link provided under "Focus Today" and use the full teacher/study guide to further explore media's influence on our society.


Today's video viewing questions:

  1. How can the use of symbols in ads be a powerful mechanism?
  2. Kilbourn asserts that "advertising turns people into objects."  To what extent do YOU  feel this is true?
  3. What are the potential consequences of a "culture of consumption?"
  4. What are your immediate reactions to this documentary? The filmmakers had an agenda - how effective were they at "selling" their message to you?


Optional weekend activity:

  • Take a close look at your wardrobe:
    • Where were the clothes made that you wear?  The shoes?
    • Divide your clothes into sections:  One section of clothes where each item helps give you an emotional boost in some way - makes you feel confident or pretty or strong or like an individual. Now another section that contains items that don't really "do" anything for you.
    • Analysis:  Go to the pile of "influential"  clothes. Pick up one at a time and ask yourself, "What is it in this product that causes me to feel an emotion?" Try to get to the bottom of this question.
  • Where are the vegetables grown that you eat every day? Fruits?
  • How was the meat you eat produced?  Where did it come from?
  • Where does the energy you consume come from?


After thinking about these things, consider how much you really know about your world. You have to eat, so shouldn't you know about what you put in your body? You need to clothe yourself, so wouldn't it be natural to know where your clothing came from and what it took to make it so you could be comfortable in it? Is there any article of clothing that now, when you think about it, you think it's silly you ever placed so much value in it?


Ultimately, what do you think about advertising NOW?


Wed, Jan 20


DUE TODAY: Mini-portfolio of ads

HOMEWORK TONIGHT: Generate ideas for your magazine ad - target audience, values of audience, etc.

FOCUS TODAY: Evolution of advertising and its permeation of culture



Questions for the video “The Ad and the Ego”


  1. What does Jhally mean when he says, “We need to get the fish to think about the water?”
  2. If you feel you are not affected by advertising, then who do you think is?
  3. They say advertising’s purpose is to create demand. What would be the effect on the economy and employment if consumer demand for goods fell?
  4. Why does McGane say, “One message you’ll never hear is, ‘You’re okay’”?
  5. What are the consequences if the ideal woman (shown in ads) is unattainable?
  6. Why do you think ads that appeal to emotion rather than reason are more effective?


Mon, Jan 11


DUE TODAY: Analysis of an ad (described last class)

HOMEWORK TONIGHT: Begin assembling your advertising portfolio, due THREE CLASSES FROM NOW (next Wed)

FOCUS TODAY: Advertising as communication, advertising as argument, identifying ad strategies


Advertising is communication.

  • There is a message
  • There is a sender
  • There is a receiver
  • There is a channel
  • There is potential interference

Advertising is argument

  • There is a targeted audience
  • Specific strategies are employed to engage that audience
  • The aim is to convince the audience to do or believe something
  • Evidence is given to help convince the audience


Introduction of ADVERTISING PORTFOLIO project and free work time to begin assembling materials/analysis.


Introduction of the ADVERTISING CREATION  project


Thu, Jan 7


DUE TODAY: Magazines?

HOMEWORK TONIGHT: Select one advertisement you think is particularly clever in how it presents the product - yet make sure it uses the image of a man or woman so we can relate it to Kilbourn's argument. Complete an ad worksheet entry (like we did in class today). Bring the ad and your worksheet entry next class.

FOCUS TODAY: Ad strategies, women in advertising


Sure, ultimately there is a desire for you to become a consumer of the product or service offered, but some ads don't aim to get you to buy RIGHT NOW. Many ads aim to give you a positive mental association with the product so that, when given a choice, you will select the one you know or somehow like.


Examples shown with a handout on how to evaluate advertisements - get a handout in class, please.


Students will be given time to explore magazines and ads in them, identifying ad techniques


Question: How are women portrayed in the ads you see?  How are men shown?  Is there a difference?  How?


Jean Kilbourne's "Still Killing Us Softly 3"

  • Part One - and from here you can view the other parts of the film


Extension activity (as HOMEWORK): Select one advertisement you think is particularly clever in how it presents the product - yet make sure it uses the image of a man or woman so we can relate it to Kilbourn's argument. Complete an ad worksheet entry (like we did in class today). Bring the ad and your worksheet entry next class. 


Tues, Jan 5


DUE TODAY: Late submissions for "Big Fish" - early submissions for an independent film review

HOMEWORK TONIGHT: BRING TWO MAGAZINES WE CAN CUT UP. I also asked in class that you preview "Still Killing Us Softly" online

FOCUS TODAY: Persuasion techniques, advertising, propaganda


  • An introductory video featuring the difference among PATHOS, ETHOS, and LOGOS is given.
  • Handout on pathos, ethos, logos with examples
  • Powerpoint on how advertising and persuasive techniques ultimately also link with propaganda. (Link coming soon.)


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