Tue, Mar 2
DUE TODAY: Your own ad analysis/letter to potential clients of yuor ad company
HOMEWORK TONIGHT: None
FOCUS TODAY: Reflection on the ad unit
Today is a “wrap” to our advertising unit.
Use it as a checklist – it should be obvious to me which assignments you completed and have ready to turn in. Please indicate if an item is on the school server. At the end of the list, tell me which assignment was an example of your best work, and explain the value of that assignment on your learning!
Fri, Feb 26
DUE TODAY: Optional - Your own ad analysis/letter to potential clients of your ad company (due next class)
HOMEWORK TONIGHT: Polish the replies to the video
FOCUS TODAY: Impact of advertising, "reading" a video text
We will view the first part of the documentary "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?
If you liked "The Ad and the Ego" you can watch it w/ the link provided above and use the full teacher/study guide to further explore media's influence on our society.
Wed, Feb 24
DUE TODAY: Original ad
HOMEWORK TONIGHT: Analyze your own ad in two paragraphs
FOCUS TODAY: Writing an analysis
Students will write an analysis of a student-created ad
Imagine you represent an advertising company. Your company has produced this ad, and now there are certain companies that are thinking about hiring you to make ads for their products as well. Yet before they hire you they want to know that you don't just "throw together" your work.
Write a proposal to your new potential clients that begins "Dear Sirs:". Tell them clearly that you hope to earn their business, and use your ad as an example of how you create complex work.
Click to see a MODEL AD ANALYSIS that is based on the outline below:
Paragraph One:
· The ad techniques used in the ad AND how to "see" each technique (I wish to point out the techniques used in my ad. Firstly, I included .... This technique can be seen when looking at ....)
· A clear statement of your target audience (I designed this advertisement for a specific audience, and that audience is ...)
· How these values would appeal to the target audience of the ad
Mon, Feb 22
DUE TODAY: Nothing - continued work on ad creation
HOMEWORK TONIGHT: Complete the ad!
FOCUS TODAY: Work day on ad creation
In computer lab 102 for ad creation work
Thu, Feb 18
DUE TODAY: Ad evaluation
HOMEWORK TONIGHT: Continue working on your ad creation project
FOCUS TODAY: Editing the ad analysis/evaluations, brainstorming ideas for a new ad
In computer lab 104
Checklist to evaluate your paragraph:
___ I included the name of the product
___ I stated what the product is (shoe, shampoo, car, etc.)
___ I stated where I found the ad
___ My description is complete and clear (check each item below)
___ Location of items in the image (lower left, upper half, centered, etc.)
___ Colors - variety and location
___ People - amount of space taken
___ People - expressions on faces
___ People - race/ethnicity
___ People - social status
___ People - physical movement or pose
___ Tag line and relevant ad copy
___ I identified and named at least one major ad technique
___ I explained how to identify the technique in my ad
___ I stated what human values and desires are reached through the ad
___ I stated my guess at the target audience
___ I explained how the values/desires in the ad would appeal to the target audience
TRANSITION into the unit project: Create an ad!
Tue, Feb 16
DUE TODAY: One ad, with your ideas of how it "works" to sell values, desires
HOMEWORK TONIGHT: Complete your formal ad analysis of one ad (described below)
FOCUS TODAY: Transforming observations to analysis - samples
Today we take your notes about the ad you selected and explore how to turn those notes into a formal analysis.
Use the info on the ad analysis handout (given in class) to create a two-paragraph analysis of this advertisement
Paragraph One:
· The ad techniques used in the ad (The ad uses the techniques of _____ and _______ primarily.)
· How to find/identify the techniques in the ad (The viewer can see the use of individuality in the ad copy. When the ad says, “Rock your own anthem” it appeals to the sense that we can be our own person – making our own music.)
· What values are addressed
· How these values would appeal to the target audience of the ad
Thu, Feb 11
An in-class discussion about real human values and desires, then how ads target those desires in the way they present products to us.
Tue, Feb 9
DUE TODAY: Did you pull ads featuring images of men and women?
HOMEWORK TONIGHT:
FOCUS TODAY: How the world of advertising features men and women
In-class exploration of how men and women are portrayed in the world of advertising as we look at the ads people brought to class.
VIDEO: Parts 1-3 of Jean Kilbourn's "Still Killing Us Softly" - a college lecture about the way women are portrayed in ads, and the potential effects
Fri, Feb 5
DUE TODAY: Nothing in writing
HOMEWORK THIS WEEKEND:
FOCUS TODAY: The ten remaining ad techniques will be presented
First we will take a short quiz on ad techniques. Then we'll have notes on the remaining ten techniques
As HOMEWORK (If not completed in class):
Because advertising in American magazines is tricky, imagine that you must explain this ad to a foreign pen pal who has NOT learned about ad techniques
Write a note to this friend using the following outline:
Wed, Feb 3
DUE TODAY: At least one magazine we can use for our ad unit
HOMEWORK TONIGHT: None
FOCUS TODAY: Advertising techniques
An introductory video featuring the difference among PATHOS, ETHOS, and LOGOS is given.
Handout on pathos, ethos, logos with examples
Definitions of further advertising techniques (click link for a master list)
After taking notes on the techniques of advertising, you will dive into the magazines looking for examples of these techniques. We will post the ads on the wall, categorizing them according to ad technique.
Mon, Feb 1
DUE TODAY: Nothing in writing
HOMEWORK TONIGHT: Bring a magazine we can use in class
FOCUS TODAY: What are the "mass media?" pathos, logos, ethos
Today we begin with a brainstorming activity that will help you understand what comprises the "mass media"
Introduction to advertising
First unit = advertising, the only common characteristic of all media (besides the desire to communicate)
Basic vocabulary: