ADVERTISING BRING OUT YOUR CRITICAL SIDE ADVERTISING BRING OUT YOUR CRITICAL SIDE

ADVERTISINGBRING OUT YOUR CRITICAL

SIDE

ACTIVITIES RESOURCES TIMING

1) Advertising. Fact or fiction?

Power point 1: Advertising, fact or fiction?Unit presentationCARRIED OUT BY THE TEACHER 10 minutes

2) Advertising and its elements

Power Point 2: Advertising and its elementsAdvertising elements. Colour activity.CARRIED OUT BY THE TEACHER 10 minutes

3) How do they sell it?

Power point 3: How do they sell it?Advertising and its elements. Analysing a static advertisement and a spot as a group. CARRIED OUT BY THE STUDENTS

15 minutes

4) Advertising agency

Power Point 4: Analysing advertisements in small groups. Material from the appendix: Audio, video and the tables (for students and teacher).CARRIED OUT BY THE STUDENTS

15 minutes

5) Seven recommendations

Power Point 5: Seven recommendationsEnd of the unitCARRIED OUT BY THE TEACHER 5 minutes

PRESENTATION AND EXERCISESPRESENTATION AND EXERCISES

¡DESPIERTA El OJO CRÍTICO!

ADVERTISINGFACT OR FICTION?

POWER POINT1

What is advertising for?

Do we analyse what advertisements say?

That’s what we are going to do now.

We are going to work on advertising to become more critical with what

we see.

PAUSE FOR THOUGHT…

Do we analyse what we see or do we only see it?

Is everything we want and wish to have necessary or does the advertising make it

necessary?

Are we influenced by advertising?

Advertising is

• Dictionary definition Communication system– Objective: spread and disseminate news,

advertisements and commercial content to attract attention to make people purchase a product or service.

Before analysing it, we should know what advertising is:

Is advertising only about SALES?

NO

• INFORMS about the product

• SUGGESTS an idea

• CAPTURES ATTENTION to reach the audience

• WINS OVER AND PERSUADES using a message

Advertising is made up of these elements:

It is a PROCESS in which the posting entity hires the advertising agency designs a message that will reach the target public media.

PRODUCTPRODUCT

TARGETPUBLIC

MESSAGE(advertisement)

MESSAGE(advertisement)

ADVERTISINGAGENCY

ADVERTISINGAGENCY

POSTING ENTITY

POSTING ENTITY

AIM AND PURPOSE

WHAT IS ITS USE?

• Informative: characteristics of the product/service

• Economic: it regulates production-consumption

• Financial: it finances the media

• Persuasive: it convinces us that the product or service is necessary

¡DESPIERTA El OJO CRÍTICO!

ADVERTISEMENT. ELEMENTS

POWER POINT1

PAUSE FOR THOUGHT…

Can you recall any products you have bought because you liked the

advertisement?

Why did you like it? Because of the colour, story or characters?

Apart from what can be seen:What else draws your attention to an

advertisement?

Are the images they show real? Do they tell the truth?

Are they providing full information or hiding defects?

What do they sell, just the product or are they try to create new needs?

PAUSE FOR THOUGHT…

Now, you are going to become advertisement

analysts…

Look at both sides…

A) DESIGN and APPEARANCE: What can be seen

B) STRATEGIES: What cannot be seen

A) DESIGN AND APPEARANCE What can be seen is…

• Product

• Slogan– It is a phrase that is used repeatedly

A) DESIGN AND APPEARANCE What can be seen is…

• Type of image– Artistic– Photographic / realistic

• Staging– Stage or decorate– Elements

• Light

• Colour

Let’s see what you know

about colours…

EXERCISE

Try to link these colours to their meaning with an arrow.

EXAMPLESWhat is the main colour?

EXAMPLESWhat is the main colour?

EXAMPLESWhat is the main colour?

B) STRATEGIES AND MECHANISMS

What cannot be seen• Audience: Kind of people and age of

people it is targeting

• Appeal and talismans Society values or what it takes to achieve success

Some subjective interpretation strategies for persuading:

Eroticism or sensuality… Love, friendship, family…Elegance and comfort…….

¡DESPIERTA El OJO CRÍTICO!

HOW DO THEY SELL IT?

POWER POINT1

Put all the elements together and…

Lets start analysing as a group!

A)DESIGN AND APPEARANCE• Product: • Slogan: • Characters: • Type of image: • Staging:

stage: elements:

• Light: • Colours:

B) STRATEGIES AND MECHANISMS (What cannot be seen)

• Type of image: • Staging:• Colour:

C) HOW DO YOU INTERPRET IT?• Audience:• Interpretation:

ADVERTISEMENT

STATIC ADVERTISING

A)DESIGN AND APPEARANCE• Product: Heinz Ketchup • Slogan: “No one grows Ketchup like Heinz”• Type of image: artistic and photographic• Staging:

stage: red background elements: slices of tomato

• Light: central • Colours: luminous. Red: dynamism, passion, youth, it brings tomatoes to

mind

• Type of image: The bottle of ketchup is made up of slices of tomato this ketchup is healthy as it only contains tomatoes

• Staging: Using red makes us think of tomatoes. The tomato slices making up the ketchup bottle are disorganised fun

• Colour: The main colour is red, as it wants to link the advertisement to the tomatoes and being healthy.

C) HOW DO YOU INTERPRET IT?• Audience: young people• Modernity: design• Fun: it uses the tomato slices to make the ketchup bottle • Explosion: explosion of movement as the slices of tomato are disorganised

STATIC ADVERTISEMENT

B) STRATEGIES AND MECHANISMS (What cannot be seen)

SPOT

• Video: click inside TV to watch the video

A) DESIGN AND APPEARANCE

C) HOW DO YOU INTERPRET IT?

SPOT

Product: Soda streamSlogan: Set the bubbles freeType of image: Realistic, not artisticStaging:

• stage: Street, a supermarket. • elements: Two trucks, 2 trolleys, the supermarket and the machine and

stuff to make the soft drink. Light: Natural and dark light in the street with light focussed on the Coca-Cola and Pepsi drinks. Artificial light for the supermarket and the soft drink machine.Colours: Neutral colours, stressing the red of the Coca-Cola and the blue of Pepsi. The brand has no characteristic colour.

Type of image: The soft drinks explode when somebody makes their own soft drink “Soda stream” makes other soft drinks worthless.Staging: Less sophisticated background at the supermarket scenes and smart, modern and relaxed background inside the house contrast

Audience: All types of audience, Interpretation: Discrediting Coca-Cola, Pepsi and industrially produced soft drinks, as anyone can make their own soft-drinks at home.

B) STRATEGIES AND MECHANISMS (What cannot be seen)

¡DESPIERTA El OJO CRÍTICO!

ADVERTISINGAGENCY

POWER POINT1

You are going to become a advertising agency for a day.

Are you ready?

EXERCISE

Group 1

Static advertising

Group 2Spot

• Video: click inside TV to watch the video

¡DESPIERTA El OJO CRÍTICO!SEVEN

RECOMMENDATIONS

POWER POINT1

FIRSTNothing is what it seems. Reality

often differs greatly from what they want us to believe.

SECONDDo not believe everything you see.

Find out more for yourself and think!

THIRDGet to know your rights and your

responsibilities as a consumer…

FOURTHRespond to real needs and not to

whims, ostentation, or urges to be in the limelight

FIFTHDo not buy on appearance, but

because something is useful

SIXTHDo not forget to read the fine

print and the terms of use.

SEVENTHDo not be easily won over.

Demonstrate your intelligence!

Before ending…Here it is a good advertisement:

"Embrace Life"

Click on the title to see it

If you are not able to see it, try the following link: http://www.embracethis.co.uk/