L EARNING O BJECTIVES : To be able to identify the techniques that advertisers use to persuade people to buy their product. To evaluate the effects of these techniques on the target audience. Thinking Skills Needed: IdentifyEvaluate

B Y THE END OF THIS LESSON I: Must be able to find some relevant points in a text and support my findings by using some relevant textual reference or quotation from the advert as evidence. Should be able to clearly identify the most relevant points, including those selected from different places in the advert. Could be able to draw on my knowledge of other sources to develop or clinch an argument by referring and comparing two or more adverts confidently.

A DVERTISING What do we already know?

We are surrounded by all sorts of advertising all of the time. With the person next to you 1) Discuss how many types of adverts that you can both think of. 2) Use the post it notes to Label your ideas on the spider diagram in front of you. Advertising Football Teams Junk Mail Billboards

W HAT COMES TO YOUR MIND WHEN YOU SEE THE FOLLOWING PRODUCT ?

W HAT COMES TO YOUR MIND WHEN YOU SEE THE FOLLOWING PRODUCTS OR BRANDS ? (M Y I DEAS ) 1. Cheryl Cole 2. Because I’m Worth it! 3. Beautiful, thick glossy hair.

W HOLE CLASS DISCUSSION Why do you think that we know so much about this product just by looking at the bottle?

A DVERTISERS ARE CLEVER. Let’s write down some of the persuasive techniques that they use to help us ‘buy into’ a product.

WE WILL NOW WATCH A LOREAL HAIR COMMERCIAL FEATURING CHERYL COLE Remember to Look Carefully for some of the techniques that advertisers might use to persuade us to buy a product.

W HO DO YOU THINK THIS ADVERT IS AIMED AT ? W HAT IS THE TARGET AUDIENCE ? H OW CAN YOU TELL ? Cyclists Babies Young Women

INDIVIDUAL TASK: ON THIS SECOND VIEWING: 1)LET’S SEE IF YOU CAN IDENTIFY THE TECHNIQUES THAT ARE HIGHLIGHTED IN YOUR LEARNING PACKS. 2) EXPLAIN THE EFFECTIVENESS OF THESE TECHNIQUES ON THE TARGET AUDIENCE IN YOUR LEARNING PACKS.

INDIVIDUAL TASK: FEEDBACK SHARE YOUR IDEAS WITH EITHER THE PERSON SAT NEXT TO YOU OR FACING YOU.

I NDIVIDUAL T ASK : W HAT DO WE KNOW ABOUT ADVERTISING AIMED TOWARDS A YOUNG MALE AUDIENCE ? On your mini white boards write down all that you already know about advertising which is geared towards a male audience of 16 – 35 year old young men.

W HAT COMES TO YOUR MIND WHEN YOU SEE THE FOLLOWING PRODUCT ?

W HOLE CLASS DISCUSSION Why do you think that we know so much about this product just by looking at the bottle?

WE WILL NOW WATCH A LYNX PULSE COMMERCIAL FEATURING A POP SONG CALLED MAKE LUV BY ROOM FIVE (FEATURING OLIVER CHEATHAM) Remember to Look Carefully for some of the techniques that advertisers might use to persuade us to buy a product.

T HINK –P AIR -S HARE : I N P AIRS ANSWER THE FOLLOWING QUESTIONS ; DISCUSS YOUR ANSWERS WITH ANOTHER PAIR ; F INALLY, IN YOUR GROUPS OF FOUR FEEDBACK TO THE WHOLE CLASS. 1. Why do you think there is no dialogue (talking) in this advert? 2. What can you say about the music that is used? 3. What about the colours that are used? 4. Why do you think that this 2005 advert was so successful? (Lynx Pulse sales went through the roof and the song went to Number One in the charts). 5. What features in this advert appeal to the target audience?

C OMPARING AND CONTRASTING : R EVISE ! W HAT CONNECTIVES AND CONNECTING PHRASES CAN WE USE TO SAY THAT SOMETHING IS … SimilarDifferent

LorealLynx

O N YOUR O WN !!! Write a number of paragraphs comparing and contrasting the devices used by advertisers for the two adverts and discuss their effectiveness. Think about: 1. Music 2. Dialogue (Speech) 3. Use of Celebrity 4. Rule of Three 5. Facts and Statistics 6. Slogan 7. Colour 8. Setting

F INALLY … Write a concluding paragraph which summarises: Which you think is the most effective advert in terms of appealing to it target audience and why.

I NTERACTIVE P LENARY : I NTRODUCTION TO A DVERTISING : C LICK ON THE NUMBERS TO REVEAL THE QUESTIONS Click on one of the above numbers

O NE What three things have I learned about advertising during this lesson? Back to Main Menu

T WO How many types of target audiences can you think of?

T HREE Do you think that the cost of expensive advertising is passed on to the consumer?

F OUR Why do you think that companies want to use celebrities in their advertising?