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Just Think! PERFORMANCE PROJECT CRITICAL THINKING about ADVERTISING and MARKETING Vermont K-12 Standards: 1.3, 1.4, 1.15, 1.20 2.1, 2.7, 2.13, 5.14, 5.15, 6.3 VERMONT ADULT DIPLOMA PROGRAM July 2010 2 Meeting the Standard By successfully completing this project, you will demonstrate your ability to: Observe critically (VT K-12 Standards 2.7, 5.14) Attend to visual sources of information, including television and other media. Determine the purpose for communication, and use strategies appropriate to the purpose. Monitor comprehension and adjust strategies. Analyze the accuracy, bias, and usefulness of the information. Integrate it with prior knowledge to address viewing purpose. Speak so others can understand (VT K-12 Standard 1.15, 1.16, 5.15) Determine the purpose for communicating. Organize and relay information to effectively serve the purpose, context, and listener. Pay attention to conventions of English communication, including grammar, word choice, register, pace, and gesture in order to minimize barriers to listener comprehension. Use multiple strategies to monitor effectiveness of the communication. Advocate and influence Define what one is trying to achieve. Assess interests, resources, and the potential for success. Gather facts and supporting information to build a case that takes into account the interests and attitudes of others. Present a clear case, using a strategy that takes into account purpose and audience. Revise as necessary in response to feedback. Listen Actively (VT K-12 Standards 1.11, 1.15, 1.20, 2.13) (VT K-12 Standards 1.13, 1.14) Attend to oral information. Clarify purpose for listening and use listening strategies appropriate to that purpose. Monitor comprehension, adjusting listening strategies to overcome barriers to comprehension. Integrate information from listening with prior knowledge to address listening purpose. VADP – Just Think 710 3 Understanding Advertising INTRODUCTION: Advertising is all around us. In 2006, MSNBC estimated that American children watch about 40,000 TV ads each year. USA Today studied programming on one network station and found a minute of advertising for every two minutes of programming (10/11/2005). A recent issue of National Geographic (July 2007) had twenty full-page ads, while an issue of Glamour (July 2004) showed 93 full-page ads. Advertisements can influence our thinking and behavior. Companies and organizations pay to advertise because it works. This project asks you to explore the various techniques used in advertisements to influence what we buy, what we think, and what we value. During this project you will distinguish fact from fantasy and identify what to trust as truth. You will have the opportunity to explore how advertising is created and how it affects our culture. If we think critically and evaluate advertisements, we can make informed decisions about what actions we take and what products we purchase. Sources for Introduction: msnbc.msn,com. 9/27/2006; usatoday.com. 10/11/2005 You will complete the following steps during the project: 1. Observe and Understand How Advertisements Work 2. Explore Advertisements and Freedom of Speech 3. Develop an Advertising Plan 4. Design and Present an Advertisement VADP – Just Think 710 4 Step One: Understanding Advertisements VADP has published lessons on critical thinking about advertising. These lessons were designed to provide information and build critical observation skills that will help you as you work on this project. Some of the lessons are quick reviews of a specific subject, while others require you to look at advertisements and answer questions about the selling techniques you observe. Before you begin Just Think, work with a teacher to complete the VADP Critical Thinking lessons you need, or complete them on your own. When you have a good understanding of critical thinking about advertising, begin Step One of this project. You can refer to the lessons as you work on the project. One of the lessons, “Observe and Understand Ads,” asks you to collect advertisements from several magazines. Other lessons teach advertising techniques and critical reading or listening skills. Use the advertisements you collect, the information about advertising techniques, and your critical thinking about advertising messages from the lessons to guide you as you complete the worksheets in Step One. WHAT TO DO: Pages 5-8: Follow project directions on each page to show critical understanding of television, magazine, internet, and radio advertising. Page 9: Use magazine ads to illustrate your understanding of advertising techniques and concepts. Hand in pages 5-9 and discuss your work with your assessor. If you need help with your project work, consult a teacher or review the lessons in the Critical Thinking lesson packet. VADP – Just Think 710 5 Understanding Advertisements Magazine Ad 1. Select one of the magazine ads you clipped in the “Observe and Understand Ads” lesson, and use it to complete the chart below. Attach the ad to this page to give to your assessor when you discuss your observations and conclusions. 1.Name of Magazine 2.Brand + Product in Ad 3. What do you SEE in the ad? 5. Which part of the ad caught your attention first? 4.What messages are implied by the words and images in the ad? 6. How does the ad make you feel? 7. Do you like the ad? __________ Do you think you are the target customer? _________ Describe the target customer and explain how this ad could attract or influence this customer. 8. Identify and list two selling techniques used in the advertisement. Explain how the advertiser uses each selling technique in this ad. 9. Identify and list any facts provided in the ad. 10. Does the ad give you sufficient evidence to make a decision to buy the product? Explain. 11. What additional facts or information (if they were provided in the ad), would help you to make a decision to buy the product? VADP – Just Think 710 6 Understanding Advertisements TV Ad 2. Select one of the television ads you watched in the “Observe and Understand Ads” lesson, and use it to complete the chart below. Complete this page and then discuss your observations and conclusions with your assessor. 1. Name of TV Show 4. Brand + Product in Ad 4. What did you SEE and HEAR in the ad? 6. Which part of the ad caught your attention first? 3. Time ad aired: 5. What messages are implied by the words and images in the ad? 7. What did you think or feel when you saw this ad? 8. Did you like the ad? __________ Do you think you are the target customer? _________ Describe the target customer and explain how this ad could attract or influence that customer. 9. Identify and list two selling techniques used in the advertisement. Explain how the advertiser used each selling technique in this ad. 10. Identify and list any facts provided in the ad. 11. Did the ad give you sufficient evidence to make a decision to buy the product? Explain. 12. What additional facts or information would help you to make a decision to buy the product? VADP – Just Think 710 7 Understanding Advertisements Internet Ad 5. View several ads that appear on an internet web site. Select one ad and if it includes video or movement, watch it several times. Print your ad if possible. Think about your answers to the questions about magazine and TV ads as you complete the chart below. How are ads on the internet different from other ads? Complete this page and then discuss your observations and conclusions with your assessor. 1.Name of Website 2.Brand + Product in Ad 3. What did you SEE and HEAR in the ad? Describe the location of the ad and everything you saw and heard. 5. Which part of the ad caught your attention first? 4. What messages are implied by the words and images in the ad? 6. What did you think or feel when you saw this ad? 7. Did you like the ad? __________ Do you think you are the target customer? ______ Describe the target customer and explain how this ad could attract and influence that customer. 8. Identify and list one or more selling techniques used in the advertisement. Explain how the advertiser uses these selling techniques in this ad. 9. Identify and list any facts provided in the ad. 10. Did the ad give you sufficient evidence to make a decision to buy the product? Explain. 11. What additional facts or information would help you to make a decision to buy the product? VADP – Just Think 710 8 Understanding Advertisements Radio Ad 6. Listen to several ads on different radio stations. Select one ad and record it if possible. Listen to the ad several times or take notes. Think about your answers to the questions about magazine, TV, and internet ads as you complete the chart below. How are ads on the radio different from other ads? Complete this page and then discuss your observations and conclusions with your assessor. 1. Name of Radio Station 2. Time ad aired: 3. Brand + Product in Ad 4. Why do people listen to the radio? 5. What was your purpose for listening to this ad? 6. What did you HEAR in the ad? 7. What messages are implied by the words and Describe the ad in detail. images in the ad? 8. Which part of the ad caught your attention first? 9. What did you think or feel when listening to the ad? 10. Did you like the ad? __________ Do you think you are the target customer? _________ Describe the target customer and explain how this ad could attract and influence that customer. 11. List one or more selling techniques used in the advertisement. Explain how the advertiser uses each selling technique in this ad. 12. Identify and list any facts provided in the ad. 13. Does the ad give you sufficient evidence to make a decision to buy the product? Explain. 14. What additional facts or information would help you to make a decision to buy the product? VADP – Just Think 710 9 Critical Thinking about Ads When you turn in this worksheet to your assessor, bring in magazine ads to illustrate each answer. 1. Advertisements may show us stereotyped images. Define the word stereotype, as used in advertising. a) Select two advertisements that portray a similar stereotype. What is the stereotype? b) List the traits and qualities your advertisements give to this stereotype. c) Why do you think the advertisers choose this (stereotyped) image? 2. Choose an advertisement that gives little or no information about the product. a) What might a viewer think or feel when looking at this ad? b) How does this ad promote a product without providing much – or any – product information? 3. Are advertisements biased or unbiased sources of product information? ___________ Using an ad as an example, explain your answer: 4. Find a magazine ad you think is effective. a) What is the main advertising technique you see in this ad, and how is it used? b) Explain why you think this ad is effective. VADP – Just Think 710 10 Step Two: Advertisements and Freedom of Speech Advertisements bombard us each day selling everything from toothpaste to politicians. We may not like all the advertisements, but the Constitution gives advertisers freedom to communicate with us. In the First Amendment, freedom of speech protects the rights of individuals and organizations to express their thoughts and feelings. We can use this right to express our thoughts and feelings about advertising. We can inform companies when we are insulted by ads that use images and messages to which we object (such as violence or disrespect for women). We can also speak out on whether certain places should be "advertising free." For example, a Vermont law prohibits advertising billboards along our highways. Are there other places where you think advertising should be restricted? Some countries prohibit advertising during news broadcasts. They fear news broadcasts dependent on corporate advertising money threaten citizen access to unbiased information. Many corporations now approach schools for advertising space. Do you think advertising should be allowed on school property? This step asks you to speak out about advertising in two persuasive oral presentations – one of them informal and the other one formal. Before you prepare your oral presentations, read the guidelines for giving a “Persuasive Oral Presentation” in the VADP Critical Thinking lessons. Informal Persuasive Speaking WHAT TO DO: SPEAK PERSUASIVELY: Informal Persuasion Select and save an advertisement that you find objectionable or offensive. You may choose a magazine, newspaper, or internet ad. If you choose an ad you saw on the internet, print it. The ad you select should be objectionable because it sends a negative message – not because you object to the product being sold. Look at your ad as you complete the Objectionable Advertisement Worksheet (page 11) to prepare for your presentation. Your assessor will collect your ad and this worksheet with the rest of your work. Give an oral presentation to your assessor that explains your objection to the ad. Your presentation should convince your assessor that the ad is objectionable and identify possible negative consequences of the ad. VADP – Just Think 710 11 Objectionable Advertisement Worksheet (Clip your magazine, newspaper, or internet ad to this page.) 1. a) Product advertised: _______________________________________________________ 1. b) What is the purpose of your presentation? 2. Describe the ad. 3. How do you feel when you look at this ad? 4. Who is the target customer for this ad? _________________________________________ How does the ad try to attract its target customer? 5. What are the stated messages in the ad? 6. a) What is the ad’s implied message? 6. b) How does the ad convey this message? 7. What do you find objectionable or offensive about this advertisement? 8. How could this product be advertised effectively without being objectionable? 9. Your assessor will ask you questions at the conclusion of your presentation. Think about what your assessor might ask and how you could respond. VADP – Just Think 710 12 Formal Persuasive Presentation WHAT TO DO: SPEAK PERSUASIVELY: Formal Presentation This is a more organized type of persuasive communication, in which you will organize your thoughts in advance and speak as if you were addressing a group. Pretend that your local school is considering an advertising contract with a fashion or food company that will pay $50,000 a year to have 1000 square feet of advertising space(s) on school property. As a community member, you have a chance to give your opinion to the school board at a public hearing. After listening to all the opinions, the board will make its decision. Use the Persuasive Presentation Outline on the following pages to make an outline of your arguments with supporting information in favor of or against advertising on school property. Then use the outline to guide your oral presentation to the “school board” (your assessor) to persuade them that the advertising contract is, or is not, a good idea. You may stand or sit when you give your presentation. You may use charts, pictures or other props to help you make your point. Hand in any props used in your presentation, including your outline, to your assessor after your presentation. My topic: Advertising on School Property Purpose of my presentation: My opinion: Three reasons for my opinion: 1. 2. 3. What might be some of the needs, values, and interests of the school board members as they listen to my presentation? VADP – Just Think 710 13 Formal Persuasive Presentation Outline Write an outline of your presentation. Use key words and phrases, NOT complete sentences. INTRODUCTION: Attention grabber (an interesting fact or example): Statement of my opinion: BODY: Why this issue is important: Arguments (with examples and information) that support my opinion: 1. 2. 3. One or more opposing arguments listeners could give (and how I would respond to each): VADP – Just Think 710 14 CONCLUSION: Summarize my main point: Ask listeners to take action to support my position: Ask if there are any listener questions. Listen carefully and respond. What visual aids could help reinforce my presentation? VADP – Just Think 710 15 Step Three: Choose a Product; Create an Ad Plan Each year, thousands of products enter the marketplace, and consumers spend money to buy them. Some of these products use new science or technology to save lives, clean up the environment, etc., but many new products are not introduced to meet any real need. The most famous such product at one time was a rock in a box with holes. Thousands of people paid several dollars to own a small rock. Someone had the idea that a properly packaged and marketed stone could be a moneymaker. Amazingly, this idea was successful. Look around your home and locate several items you bought that you do not really need. Do you find a ceramic unicorn? Pumpkin candlesticks? How about a miniature basket or lava lamp? How do people choose to make a purchase? Often the answer is effective marketing. Marketing includes advertising – and more. Have you ever daydreamed about a product you think you could convince people to buy? It could be an existing product in a new flavor, style, or material, or with a new feature. Or you could invent something new that people would truly appreciate. Think of a product you would like a lot and think you could effectively market. It would be useful or attractive to a group of customers, and you believe you can persuade those people to buy it. Brainstorm your ideas with a friend or relative, and then pick one. Name your product. Describe it and explain its value. __________________________________________________________________________________ __________________________________________________________________________________ WHAT TO DO: Study the information about advertising and marketing in the Critical Thinking unit. Identify a (new or improved) product that you will advertise. Identify similar or related existing products and view ads for the products. Use the outline that follows to create an advertising plan for your product. VADP – Just Think 710 16 Advertising Plan Use this form to describe your product and plan how you will get your target customer to buy it. What is the image and message of your brand, and how will you promote your brand’s image with potential buyers? What advertising media and techniques will you use to reach your target customer? How will you connect your product or brand with a positive feeling or need? Be bold. If a rock sold as a pet can earn millions, your product can be successful, too. Product Name: ________________________________________________________________ Product Description: ___________________________________________________________ Product Use or Purpose: ________________________________________________________ Target Consumer Group: Age __________________________________________________ Sex __________________________________________________ Occupation ___________________________________________ Other characteristics (list): ______________________________ ______________________________________________________ ______________________________________________________ How will the target customer learn about the product? (Choose one specific type of ad from the categories below). 1) Print ads (magazine, newspaper, billboard, etc.) __________________________________ ______________________________________________________________________________ 2) Other media (TV, video, internet, radio) _________________________________________ ______________________________________________________________________________ 3) In-person promotion _________________________________________________________ 4)Other promotion (discounts, coupons, prizes, packaging, etc.) _________________________ ______________________________________________________________________________ 5)What are your target customer’s needs and wants? How will your ads and promotion appeal to him or her? _____________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ 6)What is the competition? ________________________________________________________ VADP – Just Think 710 17 7)How does the competition advertise? ______________________________________________ 8)Observe an ad, if possible, for a similar product, and critique it by answering these questions. Why will a consumer choose your product over the competition? _____________________ ______________________________________________________________________________ 9)Where will the consumer purchase your product? _______________________________________ 10)Content of your ad – brainstorm with your target customer in mind: a)Images that might appeal to your target customer: ______________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ b)Colors: ___________________________________________________________________________ c)Action? ___________________________________________________________________________ ___________________________________________________________________________________ d)Heading or key phrase: _____________________________________________________________ e)Product information or highlights: ____________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ f)Other information: _________________________________________________________________ ___________________________________________________________________________________ g)Other ad elements: _________________________________________________________________ ___________________________________________________________________________________ 11)Sometimes advertisers enlist a group of consumers to view new ads and comment on them. They may choose not to release an ad if the consumer group does not like it. If you wanted to get feedback on your ad, to whom would you show it first? ___________________________________________________________________________________ VADP – Just Think 710 18 Step Four: Create and Present an Ad for your Product Effective advertising can take many forms. In this project you have looked critically at magazine and TV ads. An ad can be posted on a billboard or website. It could be a short video, a small box of information in a newspaper, or a voice on the radio. Here are some general guidelines for advertisements of each type. Print Ads: Magazines, Newspapers, Displays, Packaging, Billboards See guidelines for print ads in the Critical Thinking unit. TV Ads (Video) Ads on TV are very expensive, so they must send a convincing message very quickly. TV ads are videos that use visual effects, music and sounds to generate interest and stay in the viewer’s memory. Generally, a TV ad is 30 seconds or less. An ad can be directed to a specific group when it runs with a TV show popular with that group. Radio Ads Radio ads are usually 15 or 30 seconds in length. Prime times for radio ads are the commuter times, when many working people are listening. Each radio station has a target audience, so advertisers may choose specific stations to reach those same groups. Since there is no visual contact with the product, advertisers often use catchy music or a verbal twist or surprise. Website Ads Website Ads may include motion or flashing to get the viewer’s attention. A website ad may be a short video. It may pop into view. Some website ads appear to be part of the regular website information, but they may be listed under a heading such as “Sponsored Links” or “Ads.” A click on that part of the webpage opens the ad. WHAT TO DO: Create a finished advertisement for your product. If you choose to create a print ad, your ad must include the four components. For your presentation, your print ad may be larger than its intended size but not smaller. If you choose a radio or TV ad, you may record it or act it out in person. Give an oral presentation in which you introduce the product and “sell” it with your ad. During and after your presentation, respond to your assessor’s questions about your ad and your product. Show and persuasively describe (or demonstrate) the virtues of your product and your ad; then address the following questions: 1. What type of ad is it, and why did you choose that type? 2. What advertising techniques did you use, how, and why? 3. Who is the target customer? How does your ad appeal to your target customer? How will the target customer feel when he/she views your ad? 4. Is there an implied message in your ad? Explain how it will attract buyers to your product. VADP – Just Think 710 19 Completed Project Checklist 1. Complete the VADP Critical Thinking lessons, as needed. Use your learning and the information in the lessons to complete the project. Complete Understanding Advertisements worksheets for a magazine ad, a TV ad, an ad that appears on a website, and a radio ad (four worksheets). Complete the Critical Thinking about Ads worksheet. 2. Identify an ad that is objectionable or offensive to you. Complete the Objectionable Advertisement worksheet and use it to explain your view and reasoning orally to your assessor. Formal Presentation: State and defend your viewpoint on advertising in schools. Complete the Preparing My Persuasive Presentation outline and use it to guide a formal persuasive presentation, in which you state a viewpoint with several reasons, supported by examples, details or evidence. 3. Invent or improve a product, following project directions. Write an advertising plan for your product. Discuss your plan with your assessor. 4. Using your plan, create an effective advertisement for your product. Use the Persuasive Presentation Outline format to organize your thoughts for a persuasive presentation of your ad. Oral ad presentation: introduce and promote your product, present your ad, and explain how your ad will be an effective way to market your product to a target customer group. VADP – Just Think 710 20 Just Think! Assessor Pages Presentation Notes : to be completed by assessor Informal Persuasive Speaking Formal Persuasive Presentation Presentation of Advertisement Page 21 Page 22 Page 23 Oral Reflective Interview Page 24 (included in Speak and Listen standards) Assessment Summaries Pages 25-28 Note: Step One asks students to study the Critical Thinking lessons, as needed, before beginning the project. You are not expected to check whether a student has completed every lesson. However, student responses to project questions are expected to be supported by information in the lessons. Use the information in the lessons as a reference to determine whether a student has correctly and adequately answered questions and demonstrated standards. For example: The lesson on page 33, “Basic Human Needs and Desires,” guides a student as he/she answers questions about how a specific ad appeals to a target customer. There are other basic human needs, such as food, shelter, and avoidance of pain, that are not mentioned in this lesson. If a student determines that an ad focuses on a basic need that is not in the lesson, ask him/her to explain on the worksheet how the ad appeals to that need of the target customer. VADP – Just Think 710 21 Just Think! Step 2: Informal Persuasive Speaking Date _______________ When the student has finished his/her persuasive presentation, ask the following questions, and any other questions you have. Record the student’s responses. 1. Do you think you convinced your assessor (me) to agree with your opinion? _____ 2. What was your best argument? _________________________________________ 3. Where did you find your ad? ___________________________________________ 4. Why did you choose this particular ad? ___________________________________ ________________________________________________________________________ 5. Do you think you are a member of the target customer group for this ad? Yes/No. Why, or why not? _________________________________________________________ 6. In general, what kinds of ads are offensive to you, and why? __________________ ________________________________________________________________________ 7. Why do you think advertisers publish ads that offend some people? ____________ ________________________________________________________________________ 8.If you could, would you advocate for laws that restrict advertising that is offensive? Yes/No. Explain. _________________________________________________________ _______________________________________________________________________ Other questions: VADP – Just Think 710 22 Just Think! Step 2: Formal Persuasive Presentation Notes Date ___________________ 1.Topic: ______________________________________________________________ 2.Student’s Position: ____________________________________________________ 3.Does presentation follow the student’s written outline? ________ Explain. ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ 4.Part of the presentation that initially captured your attention: ____________________ ______________________________________________________________________ 5.Student’s strongest message or theme: _____________________________________ ______________________________________________________________________ 6.Closing summary: _____________________________________________________ 7.Did student make eye contact with you during the presentation? _______ 8.Did student speak at a comfortable pace? _______ 9.Did student ask if you had questions? _______ 10.Did student encourage discussion? _______ 11.The student could improve his/her persuasive speaking by: _____________________ _______________________________________________________________________ _______________________________________________________________________ 12.Describe your oral feedback to student: _____________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ Additional comments? _____________________________________________________ ________________________________________________________________________ ________________________________________________________________________ VADP – Just Think 710 23 Just Think! Step 4: Presentation of Advertisement Audience Notes Date ____________________ 1. Product: _______________________________________________________________ 2. Type of Advertisement: __________________________________________________ 3. Describe student’s presentation of ad. ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 4. Student’s answers to the assignment questions: 1) What type of ad is it, and why did you choose that type? 2) What advertising techniques did you use, how, and why? 3) Who is the target customer? __________________________________ How does your ad appeal to your target customer? How will your target customer feel when viewing your ad? 4) Is there an implied message in your ad? Explain how it will attract buyers to your product. 5) (Optional) Did you observe an ad for a similar product? If so, critique the ad and compare to your ad. 5. The student could improve this presentation by: _____________________________________________________________________ ________________________________________________________________________ 6. During this project, the student demonstrated effective oral communication skills by: VADP – Just Think 710 24 Just Think! Oral Reflective Interview In this project, advertising provided a context for you to demonstrate and improve your critical thinking and oral communication skills. 1. What is critical thinking? ________________________________________________________________________ ________________________________________________________________________ 2. List and describe two advertising techniques. ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 3. Explain one way an ad could be offensive to you and a different way an ad could offend someone you know. ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 4. Describe one way an advertising message could be implied. ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 5. How do you look at advertising differently now that you have completed Just Think? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 6. Describe an ad that would not convince you to buy a product and explain. ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 7. Name two active listening strategies and describe how you used one in completing this project. ________________________________________________________________________ ________________________________________________________________________ VADP – Just Think 710 25 Just Think! Assessment Summary: Observe Critically Student _______________________________ Date __________________ Standards of Performance To meet the standard, you will follow project directions to: Attend to visual sources of Observe television, information, including television and magazine, and internet other media advertising and document key elements observed. Determine the purpose for Observe and document observation and use strategies critical understanding of appropriate to the purpose advertising content, (facts, opinions, implied messages, images), and advertising techniques. Show understanding of advertising stereotypes. Monitor comprehension and adjust strategies Analyze the accuracy, bias, and usefulness of information Integrate it with prior knowledge to address viewing purpose Discuss observations with assessment specialist and receive feedback and information, if needed, to adjust observation strategies and improve understanding. Identify facts and useful information in advertisements and compare to advertising techniques. Define bias as applied to advertising. Suggest ways to improve an ad by adding facts and information and by noting advertising’s appeal to human needs and desires. Design an ad to effectively promote a product. Complete an oral reflective interview in which you integrate your learning and demonstrate knowledge of critical thinking concepts. To exceed the standard, you will Write a detailed and comprehensive description of the oral and visual content of advertisement. Write detailed descriptions of implied messages in ads. Demonstrate in-depth understanding of advertising techniques used in selected ads and ways that ads target a specific customer. Written and oral responses demonstrate indepth understanding of implied messages, ad stereotypes, target customer, bias, and advertising techniques used. Demonstrate in-depth understanding of advertising techniques when suggesting ways to improve an ad. Give a detailed explanation of advertising techniques used in own ad. Comment: Overall Skill Assessment: ______________ Standard. (Meets, Exceeds) VADP – Just Think 710 Assessor: ___________________________ 26 Just Think! Assessment Summary: Speak So Others Can Understand Student ________________________________________________ Date _______________ Standards of Performance Determine the purpose for communicating Organize and relay information to effectively serve the purpose, context, and listener To meet the standard, you will follow project directions to: For each oral presentation, identify purpose for presenting. 2.Prepare presentation notes and use to present clear view with support on an objectionable ad. 2.Formal presentation: state a clear main idea. Organize an outline listing arguments and supporting information to explain main idea. Use outline to effectively present and defend main idea. 4. Effectively present advertisement for product, in which you show understanding of target customer and ad techniques. Pay attention to conventions of oral English communication, including grammar, word choice, register, pace, and gesture in order to minimize barriers to listener’s comprehension Use vocabulary appropriate to topic. Speak with no errors in grammar, word usage, etc., that interfere with listener comprehension. Speak with appropriate volume, rate, tone, and gesture to enhance listener comprehension. Use multiple strategies to monitor the effectiveness of the communication. Anticipate and address listener views and concerns. Solicit and respond to listener questions and ideas. Clarify any listener misunderstanding. To exceed the standard, you will: In all presentations: supporting information is well organized and presented in detail, including more than three relevant arguments with detailed information to support each. Include information of interest to audience. May show evidence of research. Use visual aids in presentation. Presentations are interesting, focused, well organized, and convincing and your opinion is very well supported. Credit your sources. Use advertising vocabulary correctly throughout presentations. Use varied volume, tone, pace, inflection, and gesture to enhance listener comprehension. Effectively use oral communication techniques such as eye contact, good posture, and emphasis. Present in detail and respond to one or more opposing viewpoints. In responding to listener concern, refer to research or visual aid. Comment: Overall skill assessment: ________________ Standard. Assessor ____________________________ (meets, exceeds) VADP – Just Think 710 27 Just Think! Assessment Summary: Advocate and Influence Student _____________________________________________ Date ____________________ Standards of Performance Define what one is trying to achieve Assess interests, resources, and the potential for success Gather facts and supporting information to build a case that takes into account the interests and attitudes of others. Present a clear case, using a strategy that takes into account purpose and audience. Revise as necessary, in response to feedback. To meet the standard, you will follow project directions to: Presentations: State a clear purpose for presenting. Define goal for advertising plan, considering interests, resources and target customer. (See above.) To exceed the standard, you will: Complete Critical Thinking lessons, as needed, to observe and listen to ads and learn about advertising techniques. Use information from the lessons to complete your three persuasive presentations. Presentations: Complete a presentation plan or outline for each, describing reasons and evidence. Use facts and information where possible. Identify a target audience for each presentation and for your ad. 2.A and 2.B. Complete the presentation plan and outline in detail, with arguments fully described and defended. Use considerable detail in oral presentation. Formal Presentation: Use research to support your opinion and cite at least two sources correctly. 4. Present a complete detailed analysis of target audience and its needs. 4. Ad and presentation appeal to listeners with all learning styles. 2A. Present a clear opinion with supporting arguments. 2B. Use your outline to guide a clear statement of opinion with supporting arguments and information. 4. Present an advertisement for this product that addresses needs of your listener and identified target audience. 2. and 4. Solicit and respond to listener questions at end of presentations. Clarify as needed. 2. and 4. Listen carefully and respond to listener questions in detail and with respect throughout presentations. Comments: Overall skill assessment: ________________ Standard. Assessor ____________________________ (meets, exceeds) VADP – Just Think 710 28 Just Think! Assessment Summary: Listen Actively Student _____________________________________________ Date ____________________ Standards of Performance Attend to oral information. To meet the standard, you will follow project directions to: Follow Critical Thinking lesson instructions to listen to advertising during television and radio shows. Listen to television and radio ads and refer to one ad to correctly complete the questions on pages 6 and 8. Listen and respond to questions following your three oral presentations. Complete an oral reflective interview. Clarify purpose for listening and Correctly identify your purpose use strategies appropriate to that for listening to radio ads. purpose. Monitor comprehension, adjusting listening strategies to overcome barriers to comprehension. Integrate information from listening with prior knowledge to address listening purpose. Use listening strategies as needed to analyze radio and television ads. Name two active listening strategies and discuss with your assessor your use of a listening strategy in this project. (reflective interview) Integrate information obtained by listening, viewing and reading with information from lessons to develop and demonstrate critical thinking skills. To exceed the standard, you will: Respond to listener questions in a way that indicates excellent attention to the speaker’s questions. Demonstrate to assessor detailed understanding of listening strategies and how to use them. Demonstrate excellent critical thinking skills when analyzing and responding to oral information. Comments: Overall Skill Assessment ______________ Standard. Assessor: _____________________________ (Meets, Exceeds) VADP – Just Think 710