1. Session 5: Seeing Multiple Views
Argumentation

2. Session 5: Seeing multiple views
Introduction Listen to Rory Sutherland: Life lessons from an ad man on TED TALKS:

3. Session 5: Seeing multiple views
Teaching Point
Argument writers research and collect evidence (data) to develop multiple theories from the evidence.
These theories will eventually develop into an arguable claim and an alternate or opposing claim.
They use thinking frames (templates) or graphic organizers to support their writing so they can focus on noticing and analyzing the advertisements.

4. Session 5: Seeing multiple views
Skills
Determine Word Choice. Determine and analyze the meanings of words and phrases. Analyze the cumulative effect in meaning and tone.
Analyze Author’s Development. Analyze how ideas are introduced, developed, and connected.
Introduce Precise Claim(s). Distinguish the claims from alternate claims.
Develop Claim(s). Identify supporting evidence that is both relevant and sufficient.

5. Session 5: Seeing multiple views
How does the advertiser use one of the following values to sell the product?
Badge Value: A person sees themselves as elevated through ownership or use of this product (jewelry, watches, cars, luxury items, trips)
Messaging Value: A person sees themselves as socially conscious (Public Service Announcements, blue jeans, some automobiles)
Branding Value: A person demonstrates loyalty to a brand (restaurants, phones, computers, clothing)

6. Session 5: Seeing multiple views
Advertisement Claim
Review your advertisement research and write a claim that might be supported with evidence from your data.
Use the Claim Frame to write your claim in your notebook.
Be prepared to share your claim.

7. Session 5: Seeing multiple views
Ad Review
Review your advertisements and find two advertisements that both develop the same value.
What do these two advertisements have in common?
Why would different advertisers use this approach?
How effective is it for teens? For adults? For children?
Who might not be persuaded with this approach?

8. Session 5: Seeing multiple views
Mid-Unit Assessment
What methods do advertisers use to influence consumers?
After reading a variety of advertisements across the sub-genres of consumer marketing, create a how-to poster for two advertisements.
The poster should label and describe the methods the ad uses to persuade consumers.

9. Session 5: Seeing multiple views
Mid-Unit Assessment
Create a poster that compares two advertisements. Use a series of analytical tasks:
Review your research data and determine characteristics of one type of perceived value.
Analyze one set of ads looking for perceived values.
Create a claim and two alternate claims based on your findings. Use the thinking frame provided.
Create a poster that labels the elements and analyzes the methods the advertisers use.