Learning goals

We are learning to…

identify the purpose and audience for a variety of media texts
express opinions about media texts and provide evidence from the texts to support our opinions
produce a variety of media texts for specific purposes and audiences, using appropriate forms, conventions, and techniques
identify what strategies we found most helpful in making sense of and creating media texts, and explain how these strategies can help us to improve as media viewers/listeners/producers

Success criteria

I am able to…

use research to explore different types of advertising and advertising strategies
design an advertisement using appropriate forms, conventions, and techniques
reflect on the strategies I used to create my advertisement and explain how these strategies can help me to improve as a media viewer/listener/producer

Minds On

How do advertisements work?

Definitions

Advertisements, often shortened to ad, is one way that companies try to influence consumers to buy their product or service. There are many forms of advertising that we encounter every day (sometimes unknowingly) and they all work in different ways. For example, some companies will use emotional advertising or marketing to appeal to consumers. This is because ads are especially persuasive when people can connect to them emotionally. Has an ad ever caused you to feel happy or excited? It’s quite possible that this was the intention!

Create your own definitions of advertising and emotional advertising. The definition should include information about what it is and what it’s used for.

Advertisement exploration

Companies use a variety of strategies to get consumers to buy or use their products. Explore commercials found in magazine ads, radio ads, posters or flyers.

Student Success

Think-Pair-Share

Examine the advertisements you’ve explored and record your thoughts about the following questions:

What is being advertised?
Who is the target audience?
Does the advertisement make you feel something?
Does the advertisement remind you of something?

Action

Analysing advertisement strategies

You will search online for at least 5 more advertisements. You may use the following graphic organizer, or a notetaking software of your choice to analyse the strategies used in the advertisements. These strategies might include:

a celebrity claiming they use the product
use of a catchy slogan
use of music or a theme song
emotions
cute characters or mascot
claiming that the product will improve your life

Complete the Advertising Strategies Checklist in your notebook or using the following fillable and printable document to help you analyse the advertisements from your research.

Press the Actvity button to access Advertising Strategies Checklist.

Activity

Advertising Strategies Checklist

Strategy

Does a famous person claim they use the product or claim that the product is good? Uses a catchy slogan Uses music or a theme song Emotions (Does the ad make you feel happy, sad, or think of something special?) Cute character or mascot (e.g. the toucan bird used to represent the Froot Loops cereal) Is the advertisement selling a lifestyle? (e.g. You will be healthier if you use this product.)

Student Success

Think-Pair-Share

Consider the following questions:

How does the advertisement get your attention?
Does this advertisement use sounds, pictures, or words?
Are there other techniques that companies use to get your attention?

Reflecting

Different types of advertisements influence us in different ways. Now that you’ve explored different forms of advertising, were any of them particularly appealing? Why do you think that is? Write or record your response and be sure to refer to specific examples.

Complete the Reflective Writing Checklist in your notebook or using the following fillable and printable document.

Press the Actvity button to access Reflective Writing Checklist.

Activity

Reflective Writing Checklist

I have included…

at least 1 paragraph connections between my thoughts and feelings and to my findings correct use of spelling and grammar

Consolidation

Designing your own ad

Choose a product or service that you use. Why do you use it? How do you feel when you use it?

Design an advertisement for it. How can you convince other people to use it? Use the Advertising Strategies Checklist from the Action section of this lesson to help you apply a variety of strategies in your ad.

As you plan your ad, consider the prompts in the following chart. Keep in mind your target audience and the message that you are trying to emphasize.

Access the following fillable and printable Advertisement Design Checklist provided to help you organize ideas for your advertisement. You can also complete the activity in your notebook.

Press the Actvity button to access Advertisement Design Checklist.

Activity

Advertisement Checklist

Who is your target audience? Is it clear what product or service you are advertising? What makes your ad stand out? Have you incorporated a catchy slogan? How else have you captured the attention of a prospective customer?

Reflect and share

Reflect on the advertisement that you designed with the following questions:

What did you learn from the process?
What is one thing that you will add or change in your next effort?
What strategies are used to persuade the audience to buy the product or service?

Record your response using a method of your choice.

If possible, share your design and reflection with your peers.

Reflection

As you read through these descriptions, which sentence best describes how you are feeling about your understanding of this learning activity? Press the button that is beside this sentence.

I feel...

I have an excellent understanding of the concepts I have a very good understanding of the concepts I have some understanding but need to review some more my understanding of the concepts needs a lot more work

Now, record your ideas using a voice recorder, speech-to-text, or writing tool.

Press ‘Discover More’ to extend your skills.

Discover More

Now that you have completed your design, create your advertisement. What form will your advertisement take? You may create an advertisement for TV, radio, or a magazine. To create an effective advertisement, refer to your Advertisement Design Checklist in the Consolidation section.