Adventures of the American Mind Northern Virginia Alexandria Summer Curriculum Writing 2004 Lesson Plan Template

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1 Teacher Name: Sonja Montague School: STEP Subject Area: English Grade/level: High School Adventures of the American Mind Northern Virginia Alexandria Summer Curriculum Writing 2004 Lesson Plan Template Title of Lesson Unit Topic Enduring Understanding Content Knowledge Skills The Power of Persuasion Persuasion Writing Memorable ads are not always effective ads. As a result of this lesson, students will know: Persuasion is an attempt to convince someone to agree or disagree with a subject or product. How to recognize persuasive techniques in advertising. Methods for evaluating advertising. As a result of this lesson, students will be able to: Use technology to access information Write descriptively Analyze techniques used in commercials/advertisement Evaluate visuals using a set of criteria Collaborate with partner to research. SOLs addressed 11.1 The students will make informative and persuasive presentations 11.2 The student will analyze and evaluate informative and persuasive presentations 11.7 The student will write in a variety of forms, with an emphasis on persuasion The student will analyze, evaluate, synthesize, and organize information from a variety of sources to produce a research product and use technology to access information, organize ideas, and develop writing. Length of Lesson Three 90-minute blocks Overview of lesson Prior Knowledge Resources needed In this lesson, students will brainstorm qualities of effective advertisements, view examples of Coca-Cola advertisements in the last fifty years, evaluate advertisements and write a proposal for a new advertisement for Coca-Cola. Students must have an understanding of advertisements in everyday life. Library of Congress Resources with title and permanent URL. Fifty Years of Coca-Cola Television Advertisements Other resources: 1

2 Handouts: Memorable Ads from Coca-Cola Instructions Memorable Ads from Coca-Cola Chart Your Turn: Proposing an Effective Commercial Evaluations of Ad Proposals Process of lesson Evaluation Extension Activities 1. Begin by having students write about their favorite commercial. 2. Have students share their answers with a partner. 3. Then ask students to brainstorm qualities of an effective commercial. (Ideas: Setting, color, symbols, logo, sound, music, slogan, logical fallacies) 4. Have students share ideas for an effective commercial with the class. Make a list on poster paper of their ideas. 5. After making class list, discuss briefly if a good commercial is the same as an effective commercial. 6. Explain to students the lesson for today is on the tension between creating a memorable commercial and an effective commercial. 6. Have students go to Fifty Years of Coca-Cola Television Advertisements at the Library of Congress website Following instructions on handout Memorable Ads from Coca-Cola, have students view several commercials and evaluate them based on five qualities of an effective commercial from the list that the class created. 8. With partners, have students brainstorm a proposal for a memorable and effective commercial for Coca-Cola. 9. Groups share their proposals with the class and are critiqued using the list students came up with at the beginning of class. Completion of web based activity Ad proposal Evaluation of class members ad proposals Students could write to a coca-cola executive and try to persuade them to use his/her idea for a commercial. Students will take a side and design a tee-shirt for high school students drinking Coca Cola OR research the following: Possibilities for Differentiation What is an important difference between advertisements and persuasive articles and editorials? (Persuasive articles and editorials often rely on logical appeals, whereas advertisements tend to rely heavily on persuasive techniques). Students, in groups of three or four, discuss how they are persuaded by media messages. Then, each student answers the following questions: is persuasion important? 2

3 Select five/six different advertisements from the newspaper and try to improve the advertisement using all of the persuasive strategies studied up to this point. 3

4 NAME: DATE: PERIOD: R B MEMORABLE ADS from COCA-COLA - INSTRUCTIONS 1. Choose five qualities from the class list of effective qualities of a good commercial that you agree are necessary for an effective commercial. Write those across the top of the chart. 2. Go to Fifty Years of Coco-Cola Television Advertisements 3. Click on: Stop-motion Advertising 4. Then read the five titles and select two titles that interest you. 5. Copy your choice of titles into the chart 6. To view advertisements, click on the title and then on Real Media Streaming Format 7. After watching each commercial decide if that commercial had each of the five qualities of an effective commercial. In your chart write what you decide and why. 8. To return to the Fifty Years of Coco-Cola Television Advertisements cite click on Fifty Years of Coco-Cola 9. Click on Hilltop Then click on the first commercial titled just Hilltop. 11. To view the advertisement, click Real Media Streaming Format 12. What about this commercial? Does it have each of the five qualities of an effective commercial? In your chart write what you decide and why 13. To return to the Fifty Years of Coco-Cola Television Advertisements cite click on Fifty Years of Coco-Cola

5 14. Click on: Mean Joe Green 15. Click on: RealMedia Streaming Format 16. Complete the chart for this commercial. 17. To return to the Fifty Years of Coco-Cola Television Advertisements cite click on Fifty Years of Coco-Cola 18. Click on Polar Bear 19. Click on: RealMedia Streaming Format 20. Complete the chart for this commercial. 21. To return to the Fifty Years of Coco-Cola Television Advertisements cite click on Fifty Years of Coco-Cola 22. Click on: Snowflake 23. Click on: RealMedia Streaming Format 24. Complete the chart for this commercial. 25. To return to the Fifty Years of Coco-Cola Television Advertisements cite click on Fifty Years of Coco-Cola 26. Click on: First Experience 27. Next click on: RealMedia Streaming Format 28. Complete the chart for this commercial.

6 Name Date Period R B MEMORABLE ADS from COCA-COLA - CHART STOP MOTION COMMERCIAL: STOP MOTION COMMERCIAL: HILLTOP MEAN JOE GREEN

7 POLAR BEAR SNOWFLAKE FIRST EXPERIENCE 1. Which was your favorite commercial? Why? 2. Which do you think was the most effective commercial? Why?

8 NAME: DATE: PERIOD: R B YOUR TURN: PROPOSING AN EFFECTIVE COMMERCIAL Together with a partner, brainstorm ideas for an effective commercial for cocacola. You should think about qualities the class listed that make an effective commercial AND what you saw in the coca-cola commercials online. Below write a description of your ad. Be ready to present your idea for a commercial to the class. They will be evaluating your commercial using the same list that the class made of qualities of an effective commercial. So be sure to use those qualities!

9 NAME: DATE: PERIOD: R B EVALUATION OF AD PROPOSALS Students: Qualities of an effective commercial used in ad (list as many as apply): What is the best part of this commercial? How could this commercial be even better? Students: Qualities of an effective commercial used in ad (list as many as apply): What is the best part of this commercial? How could this commercial be even better?