Adapted by Mark Rounds
|California Language Arts Content Standards|
|Standards Addressed in this Unit|
Teacher Background Reading
- Don't Buy It: Teachers' Guide
- Ad Dissection 101: Exposing Media Manipulation
- Ad Flip: the World's Largest Archive of Classic Print Ads
TEACHING AND LEARNING ACTIVITIESSelect and adapt these learning activities to best meet the needs of your students, and to fit the time available:
- Discuss what we already know about advertising and how it
- Discuss what must be included to meet California Language Arts Standards.
- Discuss what we need to know about the advertising environment.
- Class discussion - The class will compile
list of questions to ask about advertising as part of our
study. The questions should include what we need to know about
the advertising environment and the language features of
advertisements. They should help us work out
a framework for language
analysis of a number of different advertising texts, and
help with students' own research.
assignment - To find out more about advertising and its
language features, students will choose individual research topics.
They will be given three weeks in the
library, the classroom and at home in which to find answers to
their research questions. The librarian will be asked to help and
told the research needs of the group in advance.
Going DeeperThese activities can run parallel to the research.
- To help understand the extent of advertising,
create a drawing, chart or mindmap or other illustration showing
where advertising is found in our environment. After a class
discussion, they will combine the results.
- Students will collect, for example,
information on advertising as files where
possible, using history, social, market and sales research
articles from books and texts, articles found on Adbuster, information from Museum of Advertising Icons, Ad Flip: the World's Largest Archive of Classic Print Ads, Consumer Reports Zillions
and an audiotape excerpt from a Brian Edwards' interview.
Jigsaw technique will be used to read and discuss the texts they feel are most useful for general background notes.
- Advertising-related vocabulary will be introduced or revised to help with language analysis. Then as they read through text and other information, students could be introduced to vocabulary through vocabulary exercises to help other students learn some identified features.
- Students will investigate advertising today and in
the past to provide practice in language analysis, and to help answer
some of our questions about marketing and about change in
- reading a text book introduction and completing some
- after teacher modeling and instruction, analyzing
advertisements in original copies of the Illustrated London News (circa 1849, 1900).
- visiting Advertising Ave and viewing a variety of television ads and then visiting Fifty Years of Coca-Cola Television Advertisements: Highlights from the Motion Picture Archives at the Library of Congress viewing a historical sequence of television ads for Coca-Cola.
advertising disasters as they relate to marketing.
- note taking from a talk about a
radio ad script by its creator and discussing the script.
- writing a radio advertisement.
- reading a text book introduction and completing some exercises.
- Oral presentations - individuals construct and deliver presentations reporting the results of their research findings back to the class in 10-15 minute presentations, using visual aids. They will include class discussion and learning activities in their sessions.
- Write a response to an essay question.
- Create own visuals illustrating some
advertising techniques as part of the visual aids for their
- Design own TV/magazine advertisement.
- Theatresports style advertising game challenge (e.g., ad 3 ways).
an advertising topic with another class e.g., "That Advertising
damages our Society".
from the Ad-busters organization.
- Play the Ad agency simulation game.
- Visit an agency or invite an ex-student working in advertising to speak to class.
- Students will write on one of the essay topics listed:
- Explain the issue you set out to explore in your personal research, and give details of your findings, showing their significance for your understanding of the language of advertising.
- Drawing on your personal research, discuss ways in which advertisers are inventive in their use of language.
- You may want to provide them with Prompt Notes on how to write their essay.
- These topics have been used on a previous examination in New Zealand. The readers' comments and observations about the student essays they scored are included and there is also a sample student essay.
- Use the Expository Writing Rubric based on the California Content Standards to evaluate the essays.
Research and Oral LanguageUse the Presentation Rubric to assess the Advertising Research Presentation Rubric.
- Adbusters Magazine articles
Advertising Resource Centre
(lists of advertising sites, comparative information).
Advertising and the Science of Signs
(sites on useful advertising information and some semiotic
advertising analysis by American students).
- China Marketers' Guide
(sales marketing information on population groups in China).
- Zillions: Consumer Reports Online for Kids (Be sure to explore the Ad Smarts and For Teachers sections. Research on how companies target children).
- The Emergence of Advertising in America (1850-1920)
- Film Centre - The film center will run showings
of advertisements by topic or theme or by era or by other given
criteria and they usually have a film topic exhibition on as well.
- Ad Dissection 101: Exposing Media Manipulation
- Don't Buy It
- Advertising, Persuasion and Oratory: Alan Paprill. Newhouse Publishers Ltd. Auckland. English Revision Form 7: P. Laytham, E. Laytham & C. Worley. ESA Publications Ltd.
- Videotapes of advertisements.
- Grolier, Comptons, TVNZ, Encarta, Microsoft Home and Britannica CD ROM
- Replay radio tape - a Real Audio clip of
Brian Edwards' interview with Roy Meares,
an agency professional, on June 20. It has a small section on 'ethics'
material and the making of some well known advertisements. Sound provided
from Replay Radio, RNZ. For further information and ordering, please call
either 0800 REPLAY (0800 737529) or email
- Advertising posters from video and music shops.
- Old magazines, "Tearaway" (multiple copies).