Ad Quest 2

Advertising Techniques

Home || Introduction | Task | Process | Resources | Evaluation | Conclusion | Extension | State Standards

Introduction                             

Would you buy a cheap toy that would break the first time you play with it?

Would you buy a pair of shoes for more than $50 if you knew they cost $4 to make?

Have you ever bought anything you really didn't want?

Are you influenced by the advertising that you see and hear constantly throughout the day?

Do you believe the advertising that you see and hear constantly throughout the day?

What methods does advertising use to influence you?

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Task

Study basic advertising techniques and then search the Internet to find an ad that illustrates each technique. Taking the amount of time available into account, each student could be individually assigned one or all of the techniques. Students copy and display the examples on Power Point.
For each advertisement, explain the following in text or audio:
-What product is being sold?
-What technique is being used?
-How would you generally describe the ad?
-What items, if any, are being associated with the product?
-What is the message(s) of the ad?

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Process

Discuss and present the five propaganda techniques generally used in advertisements. Give definition and examples of each.

  1. Bandwagon: persuading people to do something because others are doing it.
  2. Testimonial: using the words of a famous person to persuade you.
  3. Transfer: using the names or pictures of famous people, but not direct quotations.
  4. Repetition: the product name is repeated at least four times.
  5. Emotional words: words that will make you feel strongly about someone or something.
Have students recall any commercials they can think of. Have a discussion on what type of propaganda technique was used.

After addressing the discussion questions, students will choose one technique and find ads that display that  technique. They will go on-line to the suggested sites and take screen shots of the ads, transfer the shots to Power Point and tell which they liked each ad. (They may use text or narrative in Power point). Then they explain which technique is used.

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Resources

Advertising Jingles - Food and Drink

American Food Century

The Cola Wars rat_with_briefcase_md_wht.gif

Noid Search '99

Tootsie TV Spots

Topher's Breakfast Cereal Character Guide

Mentos

 

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Evaluation

Students will fill out an evaluation of what they learned from the assignment and both email and print their comments.

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Conclusion

Every day we are bombarded with advertisements. As critical thinkers, we need to be aware of the subtle ways ads enter our consciousness and the subtle ways we are affected in what we purchase and even what we believe. The many forms of media are used in various ways to influence our decisions.

After completing this WebQuest, you should be better able to evaluate when and where and how someone is attempting to influence your decisions. Instead of being brainwashed by the media, you now have the skills to make sensible decisions about what you purchase and what you believe.

 

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Extension

Students  search the Internet to find either an audio, visual or animated an ad that illustrates each technique. Taking the amount of time available into account, each student could find an example for all of the techniques. Students copy and display the examples on Power Point.

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State Standards

TECHNOLOGY EDUCATION STANDARDS
(adopted 9/25/00)
ESSENTIALS (Grades 4-8)
State Standards
1T-E2. Demonstrate increasingly sophisticated operation of technology components
See: Arts {Music} (1AM-E9-10), Mathematics (1M-E6, 2M-E1), Science (1SC-E2)
and Workplace Skills (7WP-E1)
PO 2. Retrieve and save information remotely (e.g., network servers, Internet, Intranet,
peripheral devices)
STANDARD 2: SOCIAL, ETHICAL AND HUMAN ISSUES
2T-E2. Exhibit legal and ethical behaviors when using technology and information and
discuss consequences of misuse
PO 1. Follow the rules for deciding when permission is needed for using the work of others,
(e.g., some sites specify whether permission is required or not, some work is in
public domain)
Students understand the social, ethical and human issues related to using technology in their
daily lives and demonstrate responsible use of technology systems, information and software.
STANDARD 3: TECHNOLOGY PRODUCTIVITY TOOLS
Students use technology tools to enhance learning, to increase productivity and creativity, and to
construct technology-enhanced models, prepare publications and produce other creative works.
 
3T-E3. Publish and present information using technology tools
PO 1. Design and create a multimedia presentation or Web page using multiple digital
sources (e.g., from camera, video, scanner, CD-ROM, Internet)
PO 2. Publish or present the above production (See Technology 4T-E2, PO1 or 4T-E3)
3T-E4. Use technology tools to support system analysis and modeling
STANDARD 4: TECHNOLOGY COMMUNICATIONS TOOLS
Building on productivity tools, students will collaborate, publish, and interact with peers, experts
and other audiences using telecommunications and media.
ESSENTIALS (Grades 4-8)
Students know and are able to do all of the above and the following:
4T-E1. Use telecommunications efficiently and effectively to access remote information
and communicate with others in support of facilitated and independent learning
See: Language Arts (W-E3-E6)
PO 1. Communicate independently via e-mail, Internet, and/or videoconference with people
in a remote location (For Internet safety see Technology 2T-E1)
4T-E2. Use technology tools for individual and collaborative writing, communication
and publishing activities to create curricular related products for audiences inside and
outside the classroom
See: Language Arts (W-E2-E7, LS-E)
PO 1. Plan, design and present an academic product using technology tools (e.g.,
multimedia authoring, presentation software, digital cameras, scanners, projection
devices)
4T-E3. Collaboratively use telecommunications and online resources
See: Arts {Theatre} (2AT-E1) and Social Studies (1SS-E8, PO2, grades 6-8)
(For Internet safety issues see Technology 2T-E1)
PO 1. Request collaborative exchanges among people in local and/or remote locations
(e.g., e-mail, online discussions, Web environments)
PO 2. Communicate electronically to collaborate with experts, peers and others to analyze
data and/or develop an academic product (e.g., e-mail, discussion group,
videoconferencing)
PO 3. Present an academic product to share data and/or solutions (e.g., Web site,
multimedia presentation, video)
4T-E2. Use technology tools for individual and collaborative writing, communication
and publishing activities to create curricular related products for audiences inside and
outside the classroom
See: Language Arts (W-E2-E7, LS-E)
PO 1. Plan, design and present an academic product using technology tools (e.g.,
multimedia authoring, presentation software, digital cameras, scanners, projection
devices)
4T-E3. Collaboratively use telecommunications and online resources
See: Arts {Theatre} (2AT-E1) and Social Studies (1SS-E8, PO2, grades 6-8)
(For Internet safety issues see Technology 2T-E1)
PO 1. Request collaborative exchanges among people in local and/or remote locations
(e.g., e-mail, online discussions, Web environments)
PO 2. Communicate electronically to collaborate with experts, peers and others to analyze
data and/or develop an academic product (e.g., e-mail, discussion group,
videoconferencing)
PO 3. Present an academic product to share data and/or solutions (e.g., Web site,
multimedia presentation, video)
PROFICIENCY (Grades 9-12)
Students know and are able to do all of the above and the following:
4T-P1. Routinely and efficiently use online information resources to meet needs for
collaboration and communications
See: Language Arts (W-P2-6) and Workplace Skills (1WP-P5)
PO 1. Using criteria for research in Standard 5, create an end product (e.g., multimedia
presentation, publication, Web page) to disseminate the information
4T-P2. Manage and communicate personal and professional information utilizing
technology tools and resources
See: Language Arts (W-P2-6) and Workplace Skills (7WP-P1, 1WP-P3)
PO 1. Plan and present a product appropriate to the task
STANDARD 6: TECHNOLOGY AS A TOOL FOR PROBLEM SOLVING AND
DECISION-MAKING
Students use technology to make and support decisions in the process of solving real-world
problems.

 

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