Advertising Influence

By: Matthew Blankenship

Overview

Abstract

Students will view multiple advertisements. After a brief lesson, students will be able to categorize the techniques used to influence consumers to make a purchase. In addition, students will create a magazine advertisement utilizing one of the techniques.

Keywords: advertising, persuasion, fact/fiction

Objectives

1. Students will be able to identify the following advertising techniques: bandwagon, facts and figures, bribery, and testimonial.
2. Students will create a magazine advertisement utilizing one of the techniques.

Standards

1. Write persuasive text (e.g., advertisement, speech, essay, public service announcement) that establishes and develops a controlling idea, using appropriate supporting arguments and detailed evidence; and (LA.7.4.3.1)

Lesson

Academic Preparation

Students should have working knowledge of word processing or publishing software (like Word, Pages, or Publisher).
Collect several advertisements (from magazines and/or from the Internet) that use bandwagon, facts and figures, bribery, and testimonial.
Arrange for students to have access to computers with word processing and/or publishing software.

Procedures

1. Have students complete a word collage on the white board surrounding the word persuasion. (To complete a word collage, put one word in the center of the board and have students add related words until a specified space of the board is filled.)
2. Discuss the words students put on the board related to persuasion and lead discussion to advertising.
3. Using a document camera, have students view a model example of the advertising techniques bandwagon, facts and figures, bribery and testimonial. During each modeling session, have students take notes on each technique and give an example. Students can use the attached graphic organizer to organize notes.
4. After reviewing examples of each bandwagon technique, have students get into small groups and view several advertisements and complete a list group sort, sorting each advertisement by persuasion type. Have students rotate stacks of advertisements for more practice, depending on time.
5. Review answers to a few of the advertisements as a review.
6. Break students into groups to create advertisements. Have students pick (or assign) an advertising technique to use in their outcome. Have students use clipart and other free resources from FCIT (linked below).
7. Once students complete their advertisements, collect. Have students then complete a list group sort with the class made advertisements describing each advertising technique used.

Assessment

Use the student completed graphic organizer and student made advertisement for assessment. In addition, move around the room while students are working in order to correct any misunderstandings.

Extensions and Adaptations

Have students create a radio advertisement using one or more of the persuasion techniques. Have the class listen to the ad and categorize.

Estimated Lesson Duration

1hr 30min

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