Persuasive Writing and Advertising Mrs. Lee

Objectives  To recognize different advertising techniques  To understand the qualities of a good ad  To create an original ad using the techniques and the four qualities of a good ad  To think critically about how ads are created and how ads target teenagers  To understand the powers of persuasion

Day 1: Anticipatory set  Students are given handouts of ads from the “Themes for Coca-cola advertising” and a list of advertising techniques.  Advertising techniques are overviewed briefly.  Access prior knowledge by analyzing one’s own persuasive writing

Group work  In groups of five, students examine the print ads.  Through discussion, students will determine which advertising techniques are being utilized in the ads.

Magic ingredients “Revives and sustains” 1905

Bandwagon: “6 million drinks a day” 1925

Bandwagon: “It had to be good to get where it is” 1926

Plain folks: “Friends for life” 1935

Snob appeal 1957

Patriotism 1974

Wit and humor 1999

The four qualities that make up a good ad: Attracts attention Arouses interest Creates desire Causes action

Students will then be given a print ad and analyze it for the four qualities and for the advertising technique being used.  Individuals will present to the class

Access the Library of Congress Students will examine past Coca-cola ads, available for viewing on the Library of Congress, such as…

The Hilltop Ad 1971 “I’d like to buy the world a Coke”

Mean Joe Green 1979

Polar Bears 1993

Requirements They are required to create their own commercial or ad for a fictional product, an improved existing product or create a new product. They should use: the four qualities of a good ad one of the techniques we studied humor or irony

 Ads can be created using PowerPoint  Make a TV Commercial  Make a poster ad  Extra Credit: heightened creativity, doing more than one project, and new product creations

Other Requirements Students will write 1. a reflective journal entry (3-5 paragraphs) about why they believe major corporations aim advertising at teenagers. 2. a reflective journal entry (3-5 paragraphs) about the creative process (including how and why they came up with the idea 3. Write a slogan for product 4. Include information about target audience 5. Answer standards 5W’s & H to deliver message

Presentations  No More than 3 minutes  Must be able to be used on TV or Computer  Must not contain any profanity or sexually explicit content  All print ads must be on poster board  No more than 3 to a group  Ideas must be original