Persuasive Writing and Advertising

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Persuasive Writing and Advertising

• Laura Ellen Healy

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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

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• Supplements the current persuasive writing unit
• Draws extensively upon Coca-cola advertising in
  the Library of Congress

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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 whether the
  technique is an example of logos, ethos, or
  pathos.

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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.

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Magic ingredientsRevives and sustains1905
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Bandwagon6 million drinks a day1925
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BandwagonIt had to be good to get where it
is1926
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Plain folksFriends for life1935
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Snob appeal1957
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Patriotism1974
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Wit and humor1999
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Day 2

• Using their class text, students will learn the
  four qualities that make up a good ad
• Attracts attention
• Arouses interest
• Creates desire
• Causes action

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• Students will then select a print ad that appeals
  to them and analyze it for the four qualities and
  for the advertising technique being used.
• Individuals will present to the class

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Day 3

• Students are reminded that AMERICAN IDOL is on
  tonight!!!
• American Idol is currently the 1 show in America
• Coca-cola is a major sponsor of American Idol
• Students are instructed to watch American Idol
  and analyze the Coca-cola commercials for their
  content.

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Day 4AMERICAN IDOL DAY!

• General class discussion
• What types of advertising does Coca-cola use?
• Why does it work?
• How do they use product placement in the
  programming?
• Why do advertisers rely on product placement?

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and the big question

• Why did Coca-colas advertising techniques change
  so drastically?

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Access the Library of Congress

• Students will examine past Coca-cola ads,
  available for viewing on the Library of Congress,
  such as

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The Hilltop Ad 1971

• Id like to buy the world a Coke

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Mean Joe Green 1979
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Polar Bears 1993
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• Students will analyze
• the quality of the commercials
• the advertising techniques used
• the societal factors that affected the
  advertising.

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Day 5

• Commercial viewing will be supplemented with
  excerpts from the History of television
  advertising article provided by the LOC.
• Students will meet in small groups to discuss the
  reading and ads to determine why Coca-cola now
  relies mainly on wit and humor techniques.

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Day 6

• Students are assigned their project.
• They are required to create their own commercial
  for a fictional product. They should use
• the four qualities of a good ad
• one of the techniques we studied
• humor or irony

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• Ads will be created using PowerPoint
• (I stole that idea from Joe)

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Day 7

• Students will write a reflective journal entry
  about why they believe major corporations aim
  advertising at teenagers.
• Share opinions in small groups, then with the
  class.
• This could take 2 days I sort of hope it does

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Day 8

• View commercials.
• The end!