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/