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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!