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 appeal1957

Patriotism1974

Wit and humor1999

The four qualities that make up a good ad:

Attracts attentionArouses interestCreates desireCauses 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 adone of the techniques we

studiedhumor 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 RequirementsStudents 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 product4. Include information about target audience5. 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