Lesson Plan: Year 8 English Date: Monday 23/05/11. Topic/Title/Focus: Positive and negative connotation in advertising

Transcription

1 Lesson Plan: Year 8 English Date: Monday 23/05/11 Teacher: Andrea McNamara Topic/Title/Focus: Positive and negative connotation in advertising Time: 63 mins Room: D096 Objectives At the end of this session students will be able to: Define connotation and bias and recognise its purpose in advertising Recognise and interpret connotation used and rewrite the attitude of an advertisement Identify places where advertising can be found Materials Pens, paper Extra photocopies of target audience worksheet re: last lesson s homework Misleading language in advertising worksheet Change the connotation worksheet Whiteboard and markers Teacher resource: places where advertising can be found Time 15mins Lesson step/activity Ask students to look over their homework as the teacher takes the roll. Handout to students the Misleading language in advertising worksheet, ask that they complete this in silence while students are called one at a time to approach the teacher s desk and show their completed homework. Make note of those students who have completed their homework and those that haven t (have them bring it in next lesson). One Year 8 group was not assigned homework. 20mins As a class discuss student responses about positive and negative connotations. Write the three column headings on

2 the whiteboard. Have students come up and add their responses to the whiteboard. Students are free to add more than one connotation to each column. 15mins Using the positive and negative words we have brainstormed as a class, have the class work individually or in pairs to complete the change the connotation worksheet. Pass this around to students. Monitor student progress and behaviour, ensure all students are working on the worksheet, those that haven t completed the task by the end of the lesson will have to stay back for recess or lunch. 10mins Discuss responses to this exercise as a class, ask for volunteers to read out their answers. Recap what was learnt this lesson. If there is time left before the bell, brainstorm with the class places where ads can be found use teacher resource as a guide to prompt students. Based on student ideas, remind students to be more aware of advertising they encounter think about the target audience, positive and negative language used and the ways in which advertisers persuade their target audience to buy their product.

3 Advertising Techniques Worksheet Directions: Fill in the blank with the correct advertising technique. I eat this cereal every morning and I m an Olympic champion! Only the smartest consumer will buy this product. As a policeman, I see a lot of crime. That s why I use Lockdown on my own car. Look for the crown. It ll mean you re eating quality fast-food. Kids love these treats. They ll eat em up every time. Schools are serving these are part of their lunch programs because all of the students really like the taste. My own kids think they re delicious and eat them like nothing else they ve ever eaten. All the cool kids in school will be wearing Hottie Jeans. Don t delay, you can t afford to be without this window cleaner. It will allow You to see the world you have been missing. Hurry, buy it today! You won t find prices this low again. Our cars are being sold at such low prices they re practically free!

4 Advertising Techniques The following is a list of persuasive techniques that are often used to get us to buy products: Loaded words: words with strong associations such as home, family, dishonest and wasteful. Buzzwords: words that are popular and vague like pure and natural. Transference: associating a symbol with a product such as the Golden Arches and McDonalds. Name Calling: comparing one product to another and saying it is weaker or inferior in quality or taste. Testimonial: someone famous that people like and respect speaks for the product. Bandwagon: the advertiser tries to make you feel like everyone else has the product and if you don t have it too, you ll be left out. Repetition: they repeat an idea enough so that you think it must be true. Flattery: they make you feel good for having the good sense to buy the product Plain Folks: they say people just like you buy it Authority: someone with authority tells you about the product Snob Appeal: using this product means you re using the best product Hidden Fears: they scare you into buying the product Facts and Figures: saying things such as 9 out of 10 people prefer Free and Bargain: using these words to attract you to buy the product Urgency: making you feel like you need the product right away

5 Lesson Plan: Year 8 English Date: Tuesday 24/05/11 Teacher: Andrea McNamara Topic/Title/Focus: Advertising techniques and creating an ad Time: 63 mins Room: D091 Objectives At the end of this session students will be able to: Recognise commonly used advertising techniques Create a product script for an ad using an assigned advertising technique, product and slogan Present their product pitch Materials Pens, paper Change the connotation worksheet Advertising techniques worksheet TV ad product pitch script worksheet Cut outs of products and slogans Teacher resource: example product pitch Time Lesson step/activity 15mins While taking the roll ask that students take out and read over their change the connotation homework. Pass around the Advertising techniques worksheet and ask that students work on this while the teacher calls each student to the front desk to check their homework. 10mins Having checked the change the connotation homework, have a student volunteer their responses with persuasive positive connotations. Discuss answers to the advertising techniques worksheet as a class. Ask different

6 students to provide their answers. 15mins Explain to students what they will need to do for the next activity, develop their own product pitch. Students will be provided with a product, a slogan and an advertising technique they must incorporate in their pitch. Hand out product pitch worksheet, students to work in pairs. Give each pair a cut out with the product and slogan they will need to use. Students may choose their advertising technique from the first activity. Go through the example pitch with the class. 15mins Each pair presents their pitch to the class. 5mins Recap the lesson.

7 TV Ad Product Pitch Script Product: Target Audience: Name of Product: Slogan: Advertising technique: Name of the four people in the commercial: The commercial is 20 seconds þ Storyboard: What happens: First -> Second -> Third -> Etc. Script: Advertising Slogans

8 Can we interest you in a? All the smart money is going on This is a very popular item. Perhaps you would like to consider Keeps you feeling and looking young How could you be without a? You re never too old / young for a An eye-pleasing item Enjoy the amazing beauty of Make an impression with

9 Blends beauty with performance You can t lose with a Sure to attract admiring looks You ll display yours with pride A practical choice

10 Toothpaste Glasses Car deodorant/perfume Lipstick sports drink coffee cereal shoes milk cleaning product camera chocolate hair product