Title: By Any Means Necessary: Persuasive Devices in Advertising Grade Level: 6th Length of Time: 1 Day (45 min.

Class) Lesson Idea: Create tables to classify persuasive devices aimed at specific demographics Lesson Objectives: Identify major types of persuasive devices; describe how advertisements target certain demographics SPI 0601.5.4: Identify examples of persuasive devices (i.e., bandwagon, loaded terms, testimonial, name-calling); SPI 0601.7.2 Select the visual image that best reinforces a viewpoint or enhances a presentation. NETS-S/ISTE Standard: 1- Facilitate and inspire student learning and creativity Problem: Everyday, businesses and companies bombard the public with advertisements using all available mediums, including the Internet. It is important to be an informed and confident consumer able to decide for yourself what products and services to use. To become more knowledgeable about the advertising process, you want to determine how advertisers use persuasive devices to target certain demographics. Is there more ethos in advertisements targeted to men than women? Is bandwagon more prevalent in advertisements for clothing for children or adults? These are some questions you and your team will ask and answer using tables created in a word processing program. Lesson: Day One: In four person teams, students will create a five-column table with the following labels: Product/Service; Targeted Demographic; Explanation of Ad; Persuasive Technique(s); Explanation of Technique(s). The students will view 6-8 advertisements in magazines, newspapers, and on the Internet. They will determine who the ad appears to be targeting, what persuasive technique(s) is/are being used, and assess how effective the ad appears to be. They will type this information into the table in the appropriate column. The Students will evaluate which advertisement was most effective and explain why. This would be typed underneath the table. For the final task, the students would write a two-tofour paragraph essay comparing and contrasting the persuasive techniques that were used most often. Sample Student Product Product/Service Chase Freedom Credit Card Targeted Demographic Adults who eat out often Explanation of Ad The graphic shows money on a plate at a fancy restaurant and the text uses words and phrases like dine out, cash in and restaurants Persuasive Technique(s) Bribery, Snob Appeal Explanation of Technique(s) The ad says people who use the card will get 5% of their money back, which is bribery. The table appears to be set in an expensive restaurant so it interests people with money who

Adidas Hair and Body Wash

Athletic Men

The graphic uses a serious-looking basketball player in the air, ready to dunk the ball.

Transfer, Loaded Words

like to eat out often. Using only one person in the ad transfers the abilities of that basketball player to the person reading the ad. The ad tries to persuade the viewer to believe more energy and more confidence will be had after using the products.

Which advertisement is most persuasive? Explain your answer using the persuasive devices you have learned. The Chase Freedom Credit Card ad was the most persuasive because it uses bribery to convince people that they will get money back for eating out, which they already like to do. Assessment: The table will be graded using a four-point rubric based on the following criteria: the design of the table, i.e., correct number of columns, correct labels, etc., the number of ads analyzed correctly, logical selection of the demographics, clear explanation of the demographics, logical selection of persuasive techniques, logical explanation of persuasive technique(s)

The Essay will be graded using a four -point rubric based on the following criteria: Organization Identification of Persuasive Devices Development Grammar and Mechanics

Word Processing Lesson Idea Two Title: Selling a King Grade Level: 6th Length of Time: 2 Days (45 min. each day)

Lesson Idea: Create advertisements reflecting four different types of persuasive devices Lesson Objectives: Identify major types of persuasive devices; describe how your advertisements represent persuasive devices SPI 0601.5.4: Identify examples of persuasive devices (i.e., bandwagon, loaded terms, testimonial, name-calling); SPI 0601.7.2 Select the visual image that best reinforces a viewpoint or enhances a presentation. NETS-S/ISTE Standard: 1- Facilitate and inspire student learning and creativity Problem: Your advertising company is having a contest for the best advertisement for its new client, King Cola. Your team will choose four persuasive devices and use graphics and text to create advertisements for King Cola. Your team can choose from the following devices: bandwagon plain folks name-calling patriotism snob appeal

loaded words avant garde testimonial transfer

Your team will write one paragraph clarifying what persuasive device your ad is representing and why this device was chosen. Your team CANNOT use any commercial advertisements, slogans, or logos (i.e., Nike, McDonalds, Coca-Cola, Dr. Pepper, Pepsi Cola, etc.). Lesson: Day One: Students will view a video on different persuasive devices. Students will be organized into groups of no more than four and will use periodicals and/or the Internet to examine advertisements targeted to different demographics. Using chart paper and permanent markers, they will describe the persuasive devices used in two advertisements and evaluate how effective the devices are. There must be a picture of the ad or the URL on the chart paper. Day Two: The class will briefly review the major persuasive devices using Do Now. The same teams from Day One will decide on four persuasive devices to use in four different advertisements for King Cola. The team will use clip art, word art, and public domain graphics from the Internet to create one page advertisements reflecting each persuasive device. Each team will write one paragraph describing the ad and explaining how it uses the chosen persuasive device. Assessment: Students will produce a one page advertisement for each of four persuasive devices for King Cola. The advertisement must include text and graphics. On a separate sheet, the students will

explain how the advertisement reflects the persuasive devices chosen. The students will be graded on how (a) closely the advertisement reflects the persuasive device, (b) attractiveness, (c) organization, and (d) grammar and mechanics.

Sample Student Product

This advertisement represents the intense refreshment King Cola provides. Our team used loaded words and transfer as the persuasive techniques. Majestic is synonymous to royal, which makes the viewer think about kings and being like kings. The bright yellow words scream to the viewer drink something that will give him or her more than the average kind of refreshment. King Cola is loaded with refreshment.