Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
2. Exploring & explaining advertising Every day students are exposed to advertising but will very rarely have thought about how advertisers are attempting to manipulate them. To begin to explore advertising then, they need to see some examples of advertising in action and think about the persuasive techniques going on. 1. Persuasive word graph: Advertisers consistently use a certain set of words that make a persuasive impact on consumers. Here are the 16 most persuasive words used in advertising: Discover, Easy, Good, Save, Guaranteed, Proven, Money, Safe, New, Results, Own, Free, Freedom, Health, Best, Investment. Attached is a handout labelled ‘Persuasive Word Graph’ - give each student a copy along with a newspaper (a tabloid newspaper works best). Ask them to flick through the newspaper and keep a record of how many instances of each type of word they find. 2. Attention / Interest / Desire / Action: There’s a lot we could tell students about strategies advertisers use, but it can be most useful to focus on AIDA - the most common strategy used by advertisers. Attached are two handouts: AIDA - Print; and AIDA - Non-Print. Students can analyse several print and non-print ads, identifying the aspects that capture attention, maintain interest, create desire and point the consumer towards an action. A very clear television commercial example to start with, is any Harvey Norman ad. There’s a number on Youtube, such as this one here: • http://www.youtube.com/watch?v=GmeqI8pcsMI 3. Ad rank: Once students have an understanding of AIDA they can evaluate which advertisements are best in each category of AIDA. Ask students to create a table such as the one below - and to evaluate and justify which ad is best: Ad 1 Ad 2 Ad 3 Ad 4 Attention Interest Desire Action You can use this collection of four ads as a resource: • http://www.youtube.com/playlist? list=PL38231084523FF2C4&feature=plcp 4. How has advertising changed: A very engaging way of getting students to think about the target audience for advertising is to look at A Ticking Mind Resource! 3 how certain ads have changed over the last century. Coke advertisments are an excellent example of this. The following website has a comprehensive archive of Coke ads. Ask students to look at the very first ad and the very last – how has the target audience changed? • http://www.crookedbrains.net/2008/02/coca-colas-ads-spread-overcentury.html 5. Sloganizer: The sloganizer is just a fun activity to do with students.You simply type in a product name and a slogan is generated. If you do it together as a class, students will see over 10 or so examples that a pattern in the language that slogans use emerges: • http://www.sloganizer.net/en/ 6. Ad Mongo: This is an interactive advertising game created and maintained by the Federal US Government. The game has high production values, many levels and is genuinely entertaining. This will appeal to year 7 & 8 students: • http://www.admongo.gov/admongo.html • http://www.pbs.org/wgbh/pages/frontline/shows/cool/ A Ticking Mind Resource! 4