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ADVERTISING
BRING OUT YOUR CRITICAL SIDE
LESSON PLAN
Presentations
Exercises
Introduction
Activities
Purpose and
objectives
Material
Exercise
Skills
Solutions
Methodology
Theory
Teaching
resources
Interesting
Websites
ADVERTISING
PRESENTATION
INTRODUCTION
Clothes, car insurance, computers, holidays... We’ve never had so much choice
as consumers. Advertising is the tool used by many companies and enterprises
to inform customers about their products and services and it helps to improve a
society's standard of living.
Advertising is for everybody, young and old. It uses several media types, with
different techniques and the most suitable methods.
Effective advertising has to accomplish four things:
•
Attract the consumer’s attention
•
Focus their attention on the message
•
Make the consumer remember the message
•
Cause the consumer to take the chosen action (this really determines the
effectiveness of an ad)
In addition, advertising is frequently used to manipulate a consumer's needs
and desires, and although increasing efforts are being made to protect the
public by regulating the content and influence of advertising, consumers must
be careful and critical with the advertising they see around them.
The purpose of this material is to look closely at advertising strategies and
analyse them critically.
PURPOSE AND OBJECTIVES
Objectives
The general and specific objectives to be achieved are:
1.
Knowing what advertising is and its purpose
a. Understand what an advertisement is.
b. Distinguish elements of advertising.
2.
Detect advertising’s mechanisms and strategies
a. Understanding the influence of design and appearance in
consumption itself.
b. Detect advertising strategies and appeal used to persuade
consumers.
3.
Develop a subjective and personal view on the subject
a. Become aware of how advertising influences our consumption.
b. Bring out a critical attitude regarding their own consumption.
Contents
•Advertising
•Purpose and function
•Definition and elements
•Design and appearance
•Hidden strategies – advertising appeal
SKILLS
 Secondary Education, Higher Education, PCPI-s and
school groups
•
•
•
•
•
Science Technology and Health Culture
Learning to learn
Linguistic Communication
Social and Citizenship
Autonomy and Personal Initiative
 Other groups
•
•
•
•
Foreign Language Communication
Learning to Learn
Social and Civic
Conscience and Cultural expression
METHODOLOGY
This material is based on meaningful learning principles, direct experience and an
overall view.
Lesson plans are developed with the purpose of students relating the presented
contents to previously acquired knowledge, thereby incorporating it into their
cognitive structure (meaningful learning).
Therefore, this material assumes two aspects: informative and formative, since the
contents are first presented and subsequently reported to students who incorporate
this new information into their cognitive structure by carrying out activities.
Furthermore, the principle of wholeness is expressed in the sequencing and
continuity of lesson plans, striking the right balance between the particular and
general aspects of knowledge. This allows content and isolated knowledge to be
integrated in a structured and comprehensive manner.
Participants
This material is for students who are over 12 years old. This material will be worked
on as a whole-class and in small groups.
Timing
It lasts one session of 1 hour, depending on the group’s previous knowledge.
METHODOLOGY
Activity location
It will be held in a classroom with a Smart Board.
Put the tables together to groups (create small groups of 4/5 people, always
depending on the number of people in the class).
RECOMMENDATION FOR THE TEACHER
1 –It is highly recommended to read the activity theory before beginning.
2 - Preview and integrate the theory into the material to be projected.
TEACHING RESOURCES
The necessary resources for the development of this file are as follows:
Technological
equipment
Teaching material
Consumables
Computer or laptop
This resource book
Pen and pencils
Projector or
Smart Board *
Material to be projected
Blackboard
(optional)
Power Point
presentations for the
introduction)
Exercise sheets (printed)
* Site to get a 90-day trial version of Smart Notebook software.
Download a full-featured copy of the current version of Smart Notebook
software and use it for 90 days without a license key.
https://education.smarttech.com/en/products/notebook/download#trial
ADVERTISING
EXERCISES
EXERCISES
ACTIVITIES
RESOURCES
TIMING
1) Advertising. Fact
or fiction?
Power point 1: Advertising, fact or fiction?
Unit presentation
CARRIED OUT BY THE TEACHER
10 minutes
2) Advertising and
its elements
Power Point 2: Advertising and its elements
Advertising elements. Colour activity.
CARRIED OUT BY THE TEACHER
10 minutes
3) How do they sell
it?
4) Advertising
agency
5) Seven
recommendations
Power point 3: How do they sell it?
Advertising and its elements. Analysing a static
advertisement and a spot as a group.
CARRIED OUT BY THE STUDENTS
Power Point 4: Analysing advertisements in small
groups.
Material from the appendix: Audio, video and the
tables (for students and teacher).
CARRIED OUT BY THE STUDENTS
Power Point 5: Seven recommendations
End of the unit
CARRIED OUT BY THE TEACHER
15 minutes
15 minutes
5 minutes
1) PRESENTATION
Activity
The teacher introduces the topic by asking the students questions to find
out how much students know about the topic. Subsequently, the definition,
purpose and process of advertisements are presented.
The topic starts with the introduction to the material to be projected.
Chapter 1: Advertising, fact or fiction?
Materials
The material needed is:
 Material to be projected. Chapter 1
 Smart Board or a computer
1) PRESENTATION
Theory
DEFINITION AND ELEMENTS
Due to the extensive bibliography, there are different definitions, concepts
and ways of understanding advertising according to each perspective. Some
people describe it as information, others as communication or promotion ...
but all opinions agree that it is a sequential system or process that uses the
message as a means to encourage consumption.
According to the RAE dictionary, advertising is a “massive communication
system that aims to spread and disseminate news, advertisements and
commercial contents in order to attract an individual’s attention to purchase a
product or service”.
N. García Fernández (2000) states that it is “the process of informing the
public aimed at increasing sales of a product” (García Fdez, “Educación del
consumidor. La publicidad”, p. 9).
With this information, we can deduce that advertising is a PROCESS in which a
posting entity engages the services of an advertising agency to design a
message or advertisement that subsequently reaches the recipient through
the media.
1) PRESENTATION
Theory
Thus, the elements forming that process are as follows:
ADVERTISING
AGENCY
MESSAGE
Advertisement
RECIPIENT
OR
TARGET
PUBLIC
MEDIA
POSTING
ENTITY
The process starts when an entity wants to advertise a product or service and hires
an advertising agency to draw up an advertisement to promote them.
The advertising agency designs a message that will be “printed” on the design and
on the advertisement’s implicit strategies.
This message will reach the target public through the media.
1) PRESENTATION
Theory
AIM AND PURPOSE
N. García Fdez (2000) claims that the purpose is to “persuade the consumer”.
Therefore, try to encourage and motivate the consumer to make them feel
that they need the product or service that is being advertised. The real
background is that advertising is a “factory” for creating needs because it is
the tool that makes the consumption wheel turn.
Meanwhile, other authors emphasize that advertising tries to influence
attitudes and behaviours among the audience to whom it is addressed.
Besides having a direction or purpose, advertising has various functions or
uses, such as:
• Informative: it describes the product and its characteristics.
• Economic: it regulates the relationship between production and
consumption; it encourages consumption to raise production.
• Financial: it helps to promote economic resources (wage or fund) to
the media.
• Persuasive: because it intends to incite, provoke interest and
motivation towards the product.
All these functions are intertwined since the product’s own information is
aimed at persuading and convincing. At the same time, provoking an interest
also comes down to both product and advertisement characteristics.
Therefore, in this unit, we focus on the informative (design and appearance)
and persuasive (strategies and mechanisms) functions.
2) ADVERTISING AND ITS ELEMENTS
Activity
The teacher introduces the topic by asking the students some questions
included in chapter 2 of the material to be projected, to find out what
students already know and make them think a bit about the topic. Then, the
definition, purpose and process of advertisements are shown.
This is followed by an analysis of advertising, where the teacher has to
explain all the elements of an advertisement. They are divided in two parts:
design and appearance (what can be seen) and strategies and mechanism
(what cannot be seen). In addition to the first part´s slide show (design and
appearance), there is also an exercise to perform with all students as a class
or in small groups, (link colours to meanings). Teachers can either print out
the sheet or do it on the Smart Board Notebook, in the folder named
“Activity 1-colours”).
Materials
The material needed is:
 Material to be projected. Chapter 2
 Smart Board or a computer
 Printed sheets about colours (optional)
2) ADVERTISING AND ITS ELEMENTS
Exercise
Link each colour to its meaning.
Dynamism, passion, youth
Money, power, success
Freshness, lightness, calm
Strength, masculinity
Temperance, clarity, cleanliness
Stimulation, sensual, erotic
Babies, maternity
Feminism
Calm, balance, nature
Sadness, elegance, darkness
2) ADVERTISING AND ITS ELEMENTS
Solutions
Link each colour to its meaning
Sadness, elegance, darkness
Calm, balance, nature
Money, power, success
Strength, masculinity
Freshness, lightness, calm
Babies, maternity
Stimulation, sensual, erotic
Temperance, clarity, cleanliness
Dynamism, passion, youth
Feminism
2) ADVERTISING AND ITS ELEMENTS
2) ADVERTISING AND ITS ELEMENTS
2) ADVERTISING AND ITS ELEMENTS
2) ADVERTISING AND ITS ELEMENTS
2) ADVERTISING AND ITS ELEMENTS
Theory
As previously stated, advertising has a double function: informative and
persuasive.
These functions are also influenced by the two sides of advertising, or both tools
available to it.
These tools are the design and appearance of the advertisement (what can be
seen) and the strategies and mechanisms (what cannot be seen).
With both of them, advertising agencies “play” at trying to provide the necessary
information about the product or service and persuading the consumer.
Therefore, to be in a position to analyze advertising, we must be aware of both
sides to obtain a comprehensive and concrete vision of it.
A – DESIGN AND APPEARANCE
An advertisement’s design is everything captured by the sense of sight and
hearing; it refers to what we perceive when we are presented with an
advertisement.
In particular, it gives information about the product or service, but it also
persuades, paying attention to every detail of the design.
The formal aspects in an advertisement are:
1- Type of image: it refers to the size and format, that might be artistic
(graphic design, paints…) or real photography.
2- Staging: it refers to the elements and the context, place or scenery of
the advertisement, the characters and their behaviour.
2) ADVERTISING AND ITS ELEMENTS
Theory
3- Structure and composition: the compositional structure of the image
(overlapping shots), and how the location of the elements in the
advertisement are designed (colour, characters, lines, frames, etc.)
4- Point of view: framing and shot of the image
5- Light: artificial
dramatic…
or
natural,
exact
or
diffuse,
descriptive
or
6- Colour: the colour transmits a range of emotions and feelings at an
unconscious level. Each colour transmits different sensations, such as:
- red: dynamism, passion, youth
- orange: stimulation, sensual, erotic
- yellow: money, power, success
- green: calm, balance, nature
- blue: freshness, lightness, calm
- white: temperance, clarity, cleanliness
- black: sadness, elegance, darkness
- pink: babies, maternity
- purple: feminism
- brown: strength, masculinity
2) ADVERTISING AND ITS ELEMENTS
Theory
B – HIDDEN STRATEGIES- ADVERTISING MECHANISMS
From a legal point of view, advertising has to be clear and cannot contain implicit and
unconscious strategies for the recipient (illicit advertisement)
However, advertising appeals and talismans are used in all ads because the ad’s
design and appearance “hide” those seemingly positive feelings that persuade and
induce the consumer to think in a particular way.
The appeals and talismans most used in advertising are those corresponding to the
current values of society. Some examples of habitual appeals are as follows:
•
happiness, love, friendship, romanticism, tenderness, pleasure…
•
tradition, family, historical memory, traditional values…
•
eroticism, sensuality, masculinity, femininity…
•
beauty, aesthetic, elegance, glamour…
•
independence, freedom, youth, transgression, revolution…
•
modernity, progress…
•
social status, comfort…
•
humanity, sensibility, kindness, solidarity…
Appeals are society’s values or ideals, camouflaged in images, persons or within
the actual design and appearance, arousing emotions and feelings in the recipient,
persuading and captivating him or her.
Therefore, it can be said that advertising uses its two components (informative and
persuasive) to “reach” the world of emotions (appeals) and cognition (design and
appearance), mixing them together to cause the desired effect.
3) HOW DO THEY SELL IT?
Activity
Using all the elements for analysing an announcement that have been
explained in the previous activities, students have to analyse 2
advertisements.

The first one (Heinz advertisement) is a static advertisement.

The second example is a spot (Pepsi).
They both appear in the material to be projected. Chapter 3.
This activity will be done as a whole-group activity, guided by the teacher.
Materials
The material needed is:
 Material to be projected. Chapter 3
 Smart Board or a computer
Theory
This exercise is helpful to review the theoretical aspects worked on
previously with a practical exercise.
3) HOW DO THEY SELL IT?
Static advertisement. Exercise
3) HOW DO THEY SELL IT?
Static advisement. Solution
DESIGN AND APPEARANCE
Product: Ketchup Heinz
Slogan: “No one grows Ketchup like Heinz”
Type of image: artistic and photographic
Staging:
• stage: red background
• elements: slices of tomato
Light: central
Colours: Red: dynamism, passion, youth, it brings
tomatoes to mind in an attempt to link the
advertisement to tomatoes and being healthy.
HIDDEN STRATEGIES
Type of image: The bottle of ketchup is made up of slices of tomato  this
ketchup is healthy as it only contains tomatoes
Staging: Using red makes us think of tomatoes. The tomato slices making up
the ketchup bottle are disorganised  fun
HOW DO YOU INTERPRET IT?
Audience: young people
Modernity: design
Fun: it uses the tomato slices to make the ketchup bottle
Explosion: explosion of movement, as the slices of tomato are disorganized
3) HOW DO THEY SELL IT?
Spot (Soda stream). Solution
DESIGN AND APPEARANCE
Product: Soda stream
Slogan: Set the bubbles free
Type of image: Realistic, not artistic
Staging:
• stage: Street, a supermarket.
• elements: Two trucks, 2 trolleys, the supermarket and the machine and
stuff to make the soft drink.
Light: Natural and dark light in the street with light focussed on Coca-Cola and Pepsi
drinks. Artificial light for the supermarket and the soft drink machine.
Colours: Neutral colours, stressing the red of Coca-Cola and the blue of Pepsi. The
brand has no characteristic colour.
HIDDEN STRATEGIES
Type of image: The soft drinks explode when somebody makes their own soft
drink  “Soda stream” makes other soft drinks worthless.
Staging: Less sophisticated background at the supermarket scenes and smart,
modern and relaxed background inside the house  contrast
HOW DO YOU INTERPRET IT
Audience: Every type of audience,
Interpretation: Discrediting Coca-Cola, Pepsi and industrially produced soft drinks,
as anyone can make their own soft-drinks at home.
4) ADVERTISING AGENCY
Activity
In this activity, students will be divided in two groups. Each group will have
an advertisement (spot or static advertising), and a table to analyse it.
It is recommended to print-out of the static advertising and to project the
spot on the board that is being used for the presentation. Students have to
complete the table in groups and then it will be corrected aloud.
Materials
The material needed is:
 Material to be projected. Chapter 4
 Smart Board or a computer.
 Static advertising print-outs.
 Exercise sheet print-outs.
Theory
No complementary theory is needed.
4) ADVERTISING AGENCY
Exercise
STATIC ADVERTISING (ADIDAS)
WHAT CAN BE SEEN
Product
Slogan
Characters
Type of image
Staging
Light
Colour
WHAT CANNOT BE SEEN
Audience
Interpretation
4) ADVERTISING AGENCY
Exercise
SPOT (BMW)
WHAT CAN BE SEEN
Product
Slogan
Characters
Type of image
Staging
Light
Colour
WHAT CANNOT BE SEEN
Audience
Interpretation
4) ADVERTISING AGENCY
Solutions
TEACHER MATERIAL
Spot
(BMW)
Static advertising
(ADIDAS)
WHAT CAN BE SEEN
Product
Slogan
Characters
Type of image
Staging
Light
Colour
BMW
Adidas
Feed your restless
Impossible is nothing
The rider of the motorbike, a girl and
people in the bar
David Beckham
Realistic
Realistic
The road and city street and bar
Black background
Natural light, mostly focussed on the
motorbike
Focussed on David Beckham and the
slogan
Black, grey
White, grey, black
WHAT CANNOT BE SEEN
Audience
Interpretation
Restless and freedom-loving motorbikers
Anyone owning a BMW R nineT,
know that it´s best to keep quiet and
let the bike do the talking.
Sporty people, as it is a sports brand
With Adidas, everything is possible;
do not give up
5) SEVEN RECOMMENDATIONS
Activity
Using the material to be projected, the teacher will explain seven
recommendations, leaving time for discussion and questions.
Materials
The material needed is:
 Material to be projected. Chapter 5
 Smart Board or a computer.
Theory
1.
2.
3.
4.
5.
6.
7.
NOTHING IS WHAT IT SEEMS: Reality is a personal and subjective
interpretation, far different from what they would have us believe.
DO NOT BELIEVE EVERYTHING YOU SEE. Find out for yourself and think!
GET TO KNOW YOUR RIGHTS AND YOUR RESPONSIBILITIES AS A
CONSUMER…
DISTINGUISH BETWEEN REAL NEEDS AND WHIMS, OSTENTATION, OR
URGES TO BE IN THE LIMELIGHT
DO NOT BUY SOMETHING BECAUSE OF ITS APPEARANCE, BUT BECAUSE IT
IS USEFUL. Appearance does not show the truth or the reality.
DO NOT FORGET TO READ THE FINE PRINT AND THE TERMS OF USE
DO NOT BE EASILY WON OVER. DEMONSTRATE YOUR INTELLIGENCE!
ADVERTISING
INTERESTING WEBSITES
INTERESTING LINKS
RELATED INFORMATION
Advertising Standards Authority, the UK’s independent regulator for
advertising across all media
http://www.asa.org.uk/
English for marketing/advertising.
http://www.businessenglishsite.com/esl-advertising-vocabularymatching1.html
The influence of advertisements on consumption. Montreal Economic
Institute
http://www.iedm.org/files/note0611_en.pdf
INTERESTING LINKS
ADDITIONAL MATERIAL
Spot material. The Guardian.
http://www.theguardian.com/media/advertising
Static Advertising material.
http://www.toxel.com/inspiration/2008/07/11/20-brilliant-advertisingideas/
Don´t buy it. Teaching guide and exercises
http://pbskids.org/dontbuyit/teachersguide.html
Multimedia teaching materials
http://www.tv411.org/teachers
Watching the Watchers (New York Times)
http://learning.blogs.nytimes.com/2006/07/27/watching-thewatchers/?_r=0