Name:

Hour:
Module 1:
Cultural Book Cover

Part 1: (20 points)

Read pages 57-73 in Chapter 3: Diversity: Targeting an Ever-Changing
Marketplace from Creative Strategies in Advertising.
Answer the following question from the text. 2 points each question.
(20 points total)
1. What are the two priorities in the African Americans budget?

2. Hispanics prefer what kind of ads?

3. What did Coca-Cola do in their advertisement for Hispanics?

4. What are two other items successful advertisers should include in

their advertisements for Hispanics?

5. Why has the Asian American population been slow to target with
advertisement?

6. With few ads targeting Native Americans, Native American names

and symbols have been used in advertisements. What are some of the
Native American names and symbols used in advertisement?

7. What was slogan that was anti Arab American and why was the as
offensive?

8. What are the best 5 ways to reach ethnic minorities?

9. What are the basic principles you should apply?

10. What ethnic culture are you going to recreate your book cover for
and why?

Part 2: (30 points total)

Pick an ethnicity or culture you would like to redesign you book cover
for. Use the Internet to research and located 3 different advertisements
that reflect ads for your culture. Create a new Microsoft document and
add the three images and their sources. (8 points each) Print when you
are done. (6 points)
Advertisement Image #1:
Website URL:

Advertisement Image #2:

Website URL:

Advertisement Image #3:

Website URL:
Part 3: (50 points)
Now that you have chosen a culture and have reviewed other designs
that are successful in targeting your chosen culture you need to write
down the parts of your book cover that you will be changing. Explain
why you have chosen these changes.
3a. Changes being made (4 points each for a total of 16 points):
1.
Explain:
2.
Explain:
3.
Explain:
4.
Explain:
3b. Use at 7 of these tips to guide your work. Circle the number of each
one you applied in your redesign. (2 points each for a total of 14
points)
1. Feature minorities in starring roles, not just in the background.
2. Seek the opinions of the people who hail from the culture you are
targeting.
3. Be sensitive to nuances in language.
4. Show the diversity of each group.
5. Learn about their heritage.
6. Look at the whole person, not one demographic characteristic
7. Avoid stereotypes.
8. Laugh with them, not at them.

9. Make relevant ties to their special causes.

10.

Test your ad on a member of the target audience.

11.

Show diversity in your ads.

3c. Creativity, Design, Color and Typography. (20 points) See Rubric
below.

Module 1: Cultural Book Cover

Part 3 RUBRIC

Unacceptabl
e (3pt)

Acceptable
(4pts)

Target
(5pts)

Creativity Unclear
design does
not reflect title
of book.

Design and
relationship
to the
culture is
somewhat
unclear.

Design

2 or no
Elements and
Principles of
Design where
applied.

Color

Color is
included in
the design
carelessly.

Less than 4
Elements
and
Principles of
Design
where
applied.
Color is
included in
the design
and is

Clearly
defines the
culture
targeted
and the
design
reflects a
well though
out design.
4 or more
Elements
and
Principles of
Design
where
applied.
Color palette
reflects the
culture
represented

somewhat
effective.
Typograp
hy

Font choices
and or effects
cause
distractions

Typography
choices are
appropriate
without an
excessive
number of
fonts and
effects.

and
enhances
the work
Fonts and
effects help
to create a
strong
verbal-visual
connection
to the
culture
within the
work. All
font sizes
are
appropriate.
Part 3c:
____/ 20

Part 3a:
____/16

Part 3b:
____/14

Part 3c:
____/20

Part 3
Total:
____/ 50

This rubric is for 3c. Each section has its own points.
When you are finished, print and staple your response to your
completed Module 1: Cultural Book Cover Part 1 and 2 as well as
printing a proof of the project created in Part 3. Turn your paperwork
into your class hour bin and drop your image as an ai file in the drop
box (http://skylinehsgraphicdesign1.blogspot.com/p/dink-box-dropbox.html) for grading. Make sure you name is on both.