Advertising An Introduction

Announcements Project options for the pop culture unit response have been updated and are online Rough draft of writing portion is due on Wednesday Final is due on Friday

Friday Created your own logos that represented today’s media landscape, recipes for cool, and ideas to remain authentic

Today Get feedback from Friday Begin introduction to our advertising unit

Friday Feedback

Time Magazine “This is not a story about that conversation. This is a story about the big public conversation the nation is not having about education, the one that will ultimately determine not merely whether some fraction of our children get "left behind" but also whether an entire generation of kids will fail to make the grade in the global economy because they can't think their way through abstract problems, work in teams, distinguish good information from bad or speak a language other than English.”

Time Magazine Kids are global citizens now, even in small-town America, and they must learn to act that way....Developing good people skills. EQ, or emotional intelligence, is as important as IQ for success in today's workplace. "Most innovations today involve large teams of people," says former Lockheed Martin CEO Norman Augustine. "We have to emphasize communication skills, the ability to work in teams and with people from different cultures."

So… What would be your icon/logo to represent the American media? Get back together in your group & be prepared to share your logo and rationale behind your logo with the class. Decide on what to share and who will share. Metacognitive reflection...

Metacognitive Moment... What role did each person in your group play (what data did they gather, etc.) What was the group dynamic like? Did anyone dominate the group? If so, why? Was it necessary?

Groups—P2 Tim B., Mike G., David H. David L., Sam L., Steve Chris, Ashley, Jon Cameron, Amy, Kyle J. Pat M., John G., Sam C. Juliet, Andrew, Jeff Laura, Karl, Pat Brittany, Courtney, Addie, Tyler Jen, Pam, Brandyn, Kelsey

Groups—P4 Amy, Phil, Marissa Tim, Sam L., Amanda Ryan P., Jessica, Morris Chris, Jenna, Jyle, Andrei Melanie, Emily, Aaron Zach, Dan, Becca Rich, Mark, Jim Brandon, Megan, Sam Z. Jeff, Ryan S., Chelsey, Jenni

Advertising Intro

Unit Outline 1. Intro 1. Definition 2. History 3. Ubiquity 2. Lies, needs & appeals 3. Techniques 1. Visual techniques 2. Writing techniques 4. Ad explorations 1. Questions to ask an ad 1. Message 2. How is it distorted? 5. Gender in advertising 1. Men 2. Women 6. Final Project 1. Create an original packaging for an existing product 2. Create a print ad, commercial, etc.

1926 Ad Quote “Historians of the future will not have to rely on the meager collections of museums, will not have to pore over obscure documents and ancient prints, to reconstruct a faithful picture of Day by day a picture of our time is recorded completely and vividly in the advertisements of American newspapers and magazines. Were all other sources of information on life today to fail, the advertising would reproduce for future times, as it does for our own, the action, color, variety, dignity, and aspirations of the American Scene.” —N.W. Ayer and Son (Philadelphia ad agency), 1926

Intro Question So, is this quote true? If historians were to look back at our culture’s ads, what would they see? Food, beauty, entertainment (sports, television, film), etc. Do our ads accurately depict our culture?

Ad Analysis

“And you’ll have yourself a Big Mac, a very large order of fries and a great big drink. All of which should make your stomach very happy. Not to mention your wallet.” Is this message true?

Journal Response Imagine that the year is You are an archeologist and have just discovered a storehouse of advertising dated around In your journal, record what the advertising seems to say about the culture and whether or not, from what you know about the culture, if it actually is true.

Response So, what is the message of these advertisements as a whole? Is it true?

Advertising Man If you want some real contentment, to live life at its best, You can buy these dry tobacco leaves, to breathe into your chest. And then look up at the billboard, while all the promises come true, for you. You'll feel alive with pleasure, playful as a child. You've come to where the freedom is. You're cool and mild. You'll laugh with every lungful as the change comes over you. So look up at the billboard. See her smiling, sexy and tan. But the only one who's laughing is the advertising man. Those portraits of pleasure, of those who like to smoke, They're laughing in the photograph, but we don't get the joke. Now why would they be smiling while they're looking down our way? I guess they're making easy money climbing up the rungs, From selling us a parasite that's feeding on our lungs. They must be laughing in astonishment that we believe the things they say. So look up at the billboard. See her smiling, sexy and tan. But the only one who's laughing is the advertising man. Now crack'll kill you quickly. That's why it's got to go. They'll get more of your money if they kill you nice and slow. And the only one who's laughing is the advertising man.

Your Task Look through the ad you brought in and... In a paragraph, write down the main message of the ad and whether you think it is true. Use some of your observations from the real world to back up your argument.

Advertising— A Definition

Advertising A Generic Definition the nonpersonal communication of information about products (goods & services) or ideas by identified sponsors usually paid for usually persuasive in nature presented through various media

From the “old” world…

To the “new” world…

Ads have been with us And they reflect numerous aspects of our culture… Food, drink, mobility, public service, and relationships

Food…

Drink…

Mobility…

Public Service

And Relationships

Your Task Examine some of the techniques/methods and messages advertisers use and see if they have changed over time… Examine the contemporary ads you brought in to class Compare them with ads from the past (see print outs)

Your homework Reflect on your lifetime awareness of advertising by answering these questions… 1. Which advertisements/campaigns stand out in your mind as the best? Why? 2. Which advertisements/campaigns stand out in your mind as the worst? Why? 3. Which advertisements/campaigns have had the greatest impact on our culture? Why?