I. Curricular Framework

Concept:

Persuasion

Essential Question:

What are the attributes of a successful ad?

Bridge:

Personal Appeals

Content:

Outcomes:

II. Standards Aligned

III. Instruction and Assessment

1. Connect: Connecting to the Concept Experientially

Objective: Students will respond to the psychological appeal used in advertising.
Activity: Given precut ads from several different types of magazines, students, in groups, sort the ads into the same types of products (cars, shampoo, etc.). Students choose the most appealing ad from each group.
Evaluation: Participation in activity.

2. Attend: Attending to the Connection

Objective: Students will discuss and analyze the ads.
Activity: Each group discusses why the ads they chose are the most appealing. Similarities, differences, strengths, and weaknesses of the ads are listed. Groups share information with the whole class. Students discuss what makes ads more or less appealing.
Evaluation: Participation in discussion and quality of the lists.

Assessment, Phase One, Level of Engagement, Fascination:

3. Image: Creating a Mental Picture

Objective: Students will; find an ad that has personal appeal for them.
Activity: Students browse magazines for an ad which appeals to them and explain to rest of the class why it is appealing.
Evaluation: Participation and discussion.

Assessment, Phase Two, Seeing the Big Picture:

4. Inform: Receiving Facts & Knowledge

Objective: Students learn the five common ad appeals.
Activity: As various ads are shown to the class, students identify the type of audience, age group, interests, etc. for which the ads would hold the most appeal. Teacher lectures and students take notes on the five common ad appeals of celebrity appeal, image ad, bargain prices, expert ad, and facts and figures. Handouts and texts are used for additional information.

FIVE COMMON AD APPEALS
Celebrity Appeal – A show business personality or sports celebrity endorses a product, thereby giving the consumer confidence in the products.
Image Ad – This ad gives the impression that no life is complete without this particular product.
Bargain Prices – These ads use rebates, coupons, or sale prices to entice consumers.
Expert Ad – An “expert,” who may be an actor or actress, says a product is the best on the market.
Fact and Figures – This is a basic ad which gives the facts about the product, then allows the consumer to decide if the product meets their needs. (Car advertisements often use this type of ad.)

Evaluation: Attention and note taking.

Assessment, Phase Three, Success with Acquiring Knowledge:

5. Practice: Developing Skills

Objective: Students practice identifying persuasive techniques.
Activity: Students use magazines to find three ads which would appeal to different segments of the population. Students share their findings and explain why they chose the ads. In small groups, students use magazine ads to complete a chart showing: company or brand, product, and persuasive technique. During the weekend students watch two programs in the morning, afternoon, and night and record: Time of Program, Name of Program, Product Brand name, and Persuasive Technique. “Ads In America” and M&M worksheets can be used along with other handouts and quizzes.
Evaluation: Completion and accuracy of activities.

Assessment, Phase Four, Success with Acquiring Skills:

6. Extend: Extending Learning to the Outside World

Objective: Students create advertisements for a product.
Activity: The class brainstorms to create and imaginary product for which they will design adds. Students may work alone or with a partner. The partners or individual students must decide on a product to advertise and then web the positive features of their new product. Students must consider the following: who would be most likely to buy the product, competitive price range, and the best medium for reaching the largest audience.
Evaluation: Process of creating and planning the advertising project.

7. Refine: Refining the Extension

Objective: Students will refine and complete projects.
Activity: Students design three ads using three of the five common advertising appeals. The teacher serves as a resource person providing materials such as: Consumer Report magazines, Penny Power, Zillions, Guide to Consumer Reports, and specialty magazines. Time management and student effort are important criteria when evaluating the quality of the student projects. Ask the students the essential question, “What makes an ad successful?”
Evaluation: Quality of the finished projects.

8. Perform: Creative Manifestation of Material Learned

Objective: Students share their advertisements with an appropriate audience.
Activity: Students share their advertisements with the class. The back of each ad should contain: Targeted audience, Price range, Advertising medium, and Advertising appeal. Students should allow three minutes for questions.
Evaluation: Quality of presentation, originality, and responses to each presentation. Neatness will also be considered

Assessment, Phase Five,Performance, Creative Use of Material Learned: