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“Jump on the Bandwagon”
Propaganda Techniques Web Quest
Developed by Angie Jarecki ([email protected])
Overview |Introduction |Questions |Process |Resources |Evaluation
|Conclusion
Overview
“Cool Dudes” is one of the hottest toy companies around.
Everyone, in every school, who is anyone, has a Cool Dudes
jacket, shirt, pants or toy. You name it, this company sells
it. Everyone looks for “Cool Dudes” name!
Overview |Introduction |Questions |Process |Resources |Evaluation
|Conclusion
Introduction
One morning, you notice a very interesting ad in your local
newspaper. Click on the newspaper to read the ad.
After reading the ad you decide to submit an idea that
you have been working on for a long time. Part of the
challenge will be to submit your original idea by
presenting an advertisement to the Cool Dudes Company
that will stand out from the rest. It must be cool,
exciting, and original.
Overview |Introduction |Questions |Process |Resources |Evaluation
|Conclusion
Questions and the Task
Before you begin designing your ad and product
information, read through the following set of questions.
As you explore each site listed below, look for answers to
the following questions.
Questions about Evaluating Bias in Consumer Product
Advertisements:
1. What are some strategies that professional
groups use to create “good ads?”
2. What is a strategy that advertisers use to gain
your attention? Think of an example of an
advertisement that uses this strategy.
Describe the ad and its strategy.
3. What are the elements of a magazine
advertisement? How do they work to persuade
the reader?
4. Some types of advertising contain the ad
creator’s perspective. What is propaganda?
What is the difference between information
and propaganda?
Overview |Introduction |Questions |Process |Resources |Evaluation
|Conclusion
Process
There will be several steps involved in the process of
getting Cool Dudes to recognize your wonderful product.
You must demonstrate abilities in two separate
professional areas; product development and
advertising/marketing.
1. It is time to convince the world, starting with Cool
Dudes, that they can't live without your ideas and
product. Selling your product can be a tricky business so
start by getting some knowledge and experience with the
wild world of advertising!
A) With your team member, brainstorm a web of as
many different advertising tactics (called propaganda) as
you can think of.
B) Get familiar with the language of advertising. The
five most commonly used propaganda techniques are
listed below.
1. Bandwagon
2. Testimonial
3. Transfer
4. Repetition
5. Emotional Words
C) Click on the dictionary below to see the definition of
each word above.
D) Now you and your team member can do some exploring
of the most current advertising media - the World Wide
Web - to see if you can spot some of the propaganda in
action. Your task is to choose 5 of the products listed
below and name the type of propaganda used to appeal to
the buyer.
List of Sites
Got Milk?
Tylenol
Coke
Reebok
Pizza
Cereals
Toothpaste
Lunchables
Toys
Fisher Price
Sony Playstation
Mattel
Theme Parks
Disney
Six Flags
Sea World
Adventureland
E) Finally ... You are finished with ad researching. It’s
time to create your own ad. Use one of the techniques
above to create an advertisement for a product that no
one can refuse or live without!
Overview |Introduction |Questions |Process |Resources |Evaluation
|Conclusion
Resources
Look at these web sites to find the information that will
help you answer questions about bias in product
advertising and to gather information to use for your
advertisement evaluation.
1. http://www.mediaawareness.ca/english/resources/educational/h
andouts/advertising_marketing/common_ad_st
rats.cfm
Visit the Media Awareness Network to read
about different types of strategies that
advertisers use to persuade buyers to look at
the products being displayed.
2.
http://pbskids.org/dontbuyit/advertisingtrick
s/betheaddetective_1.html
Visit the Don't Buy It pages at PBSKids.com to
investigate where and why companies place
advertisements.
3. http://school.newsweek.com/extras/ad.php
This page on Newsweek Magazine's Web site
promotes media literacy by providing tips for
evaluating how appropriate an advertisement is.
4. http://www.oconee.k12.sc.us/teachers/lharri
son/ppt/adtech_files/frame.htm
View the slides in this presentation, created by
a teacher in South Carolina, to learn more about
commonly-used advertising techniques.
5. http://www.cheney268.com/UbDUnits/chs/Ju
stFacts.htm
Review this page to understand the differences
between fact, opinion, and bias.
Overview |Introduction |Questions |Process |Resources |Evaluation
|Conclusion
Evaluation
Beginning
5 points
Developing
10 points
No clearly
One type of
Demonstrates
demonstrated propaganda clearly
understanding
use of any
used. Attempt to
of
type of
use a second not
Propaganda
propaganda.
clearly
Accomplished
15 points
Exemplary
20 points
Two types of
propaganda
clearly used.
Attempt to use a
third not clearly
Three or more
types of
propaganda easily
recognized in ad.
Score
demonstrated.
demonstrated.
Visual
Visual
Visual
elements
Visual
elements (picture, elements (picture,
(picture, color, elements (picture,
color, and font)
color, and font)
Demonstrates
and font)
color, and font)
show
show strong
understanding mismatched
show limited
either connectivity connectivity with
of Audience
with each
connectivity with
with each other
BOTH each other
other and
each other and
OR targeted
AND targeted
targeted
targeted audience.
audience.
audience.
audience.
Uses clear
and colorful
Description
Product
Product
Product
Product
description description and ad
description and ad
description and ad
and ad
message
message
message
message has
communicated
communicated
communicated
unclear
weakly with
with specific
with general
descriptives
unclear
descriptives and
descriptives and
and no
descriptives and
three or more
two adjectives.
adjectives.
only one adjective.
adjectives.
Overall look of Overall look of ad
ad annoying:
somewhat
Overall look of ad
jumbled
unpleasant:
Overall look of ad very attractive to
layout, poorly awkward layout,
pleasant to the
the eye: balanced
General
ordered,
some ordering
eye: orderly
layout, logical
attractiveness
clashing
problems, colors
layout, attractive
order, attractive
of the Ad
colors,
either too vivid or
color scheme,
color scheme, and
unreadable
too pale, text that readable text, two readable text, two
text, and
is difficult to read, relevant graphics. or more relevant
irrelevant
graphics that
graphics.
graphics.
barely apply.
Editing and
Proofreading
Five or more
spelling,
punctuation,
OR
grammatical
errors.
Three or four
spelling,
punctuation, OR
grammatical
errors.
One or two
spelling,
punctuation, OR
grammatical
errors.
Completely free of
spelling,
punctuation,
grammatical
errors.
Conclusion
The time has finally come when you put what you've
learned into practice. You have one chance to gain
CoolDudes attention and make your great product
available to the world. You've got a great idea, now
create a fabulous ad to show it off!
A) In designing an ad for your product think about your
audience and what would best appeal to them. Use this
product development form to help plan how you will
design the ad. Notice that you are required to have at
least three types of propaganda displayed in your ad.
B) Once your product development form sheet is
complete, you may choose an application and create your
ad. You may use Microsoft Word, Microsoft Publisher,
Paint tool (under accessories) or you may even choose to
draw free hand. Take a look at the rubric above before
creating your ad so you will know all the things that need
to be included to get the highest grade possible. Have
fun and good Luck!