Media Study: Propaganda-In-Ads Web Quest

by: Susan Moran         

 

Karissa Paige Boudreau is seen in this undated handout photo made available by the Bridgewater Police Service. Bearing the Burden Clinton-ObamaA close-up of Lucky, an underwater statue -- picture from photo gallery on Apartment unit fire in Moncton, N.B.  

 

Learning advice

This looks like a huge undertaking and it is. Don’t be overwhelmed. You will have plenty of class time to complete this Endeavour. It is intended that you have fun exploring many different advertisement tactics. The best approach to this problem would be to simply divide and conquer! Have Fun.

Evaluation
Students will be evaluated using a Rubric.
Conclusion
By accomplishing this Web Quest, you will have gained a solid foundation in making critical decisions regarding attempts of persuasion. Hopefully, you will be able to make buying decisions on your personal needs as opposed to the influence of advertising. Remember, advertisers spend their lives trying to figure out how to get you to spend your hard earned money.

 

 

 

                

Introduction

Task

Process

Your Purpose

Evaluation

Conclusion

 

 

Introduction---Rock-o-ganda Campaign
This unit is designed for you to become a better and more observant consumer and to recognize what propaganda in advertising is. The large companies, whose slogans you readily recognize have paid some advertising company a bundle of money for a creative advertising campaign. Have you watched American Idol? Do you see the cups on the judges table, the car offered to the winning contestant? What commercials play during breaks? Do you realize that advertising on TV costs millions per minute?

In this unit you are going to pretend that your team have been hired by the Rock-o-ganda Campaign Company to develop an advertising campaign for the next top "triple-threat", big star. You are to use several advertising techniques to promote the executives of Rock-O-Ganda's "Star". Be sure to watch TV campaigns over the next few days to get some ideas for your own campaign. Look at reruns of Super Bowl games, or Canada's Got Talent, Dancing with The Stars, American Idol and other similar shows. Watch carefully for little signs of advertising. Even subliminal messages you don't think are there, but on close examination you 'detect' are there. Start by making a Rock-o-ganda Portfolio. Use a two pocket folder as a Portfolio. On the outside design your cover and put the names of the group and the date of the project.

Your purpose: Develop a persuasive advertisement that is clever and effective, and could promote a "Star", persuasively, without offending the sensibility of the audience. How will you do this?  First you need to learn the terminology and pitfalls of modern advertising.

Follow this Web Quest and it will help you become a more persuasive advertising writer and you will be able to create an advertisement that appeals to the viewer, without shameless propaganda for the promoter. This Web Quest will help you recognize and write an effective and honest advertisement.

By the time you are finished you will be able to spot tricks of advertising and avoid falling into traps set for consumers. For instance, one famous trap that some advertisers use are subliminal suggestions- These are messages planted in between takes and run during movies that cause movie goers to go to the snack bar even though they were unconscious of seeing the images and weren’t even hungry.

Outcomes:

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Students will be able to demonstrate that effective citizenship requires us to think critically about what we hear, see, and read in media.

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Students will be able to distinguish between truthful and Poor quality advertisements.

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Students will be able to analyze and synthesize in order to develop an honest and effective ad campaign.

 

 

Task

I will pair you with three partners. You are to gather information about advertising and use that information to develop an advertising campaign for a product that you both have decided on. In order to do a quality job on any project, it is important to research the options. This  adventure begins with a little exploration on the web. You will define propaganda techniques, make an outline of historical ads, learn the necessary elements in a good ad promotion, listen to famous slogans, and critique five ads found on the internet. After you’ve developed an understanding of propaganda techniques, you’re ready to develop your own ad.

Choose one of the five products included in your Rock-o-ganda portfolio to develop a slogan, skit, poster, PowerPoint, and packaging. Rock-o-ganda’s portfolio includes the following items: a Star [need not be a person], dance routine, a skit, and the star's first hit single. Your purpose is to develop this 'triple threat' star [one who can sing, dance and act] and make an effective campaign that appeals to a wide audience.

Task

WHAT YOU WILL NEED TO DO -You will present the campaign to the class. Use posters effectively, and make sure you have a PowerPoint Presentation.

Develop an advertising campaign for your Rock-o-ganda star by doing the following:

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Begin with a PowerPoint Presentation outlining how you will approach the advertisement. Make sure you show your slogan for the star and 'demonstrate' how they are the next big 'triple threat star'.

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Explain how you plan to promote your advertising and what media and social sites you will promote it on.

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Next present the name of the Star's single [perhaps have your star sing a few lines of the song]

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Have a video of the star showcasing her/his acting and dancing ability. [brief promo skit]

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Demonstrate the four common advertising techniques you used for this promotional campaign and explain why the elements you used will be successful in promoting the Star.

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Include a popular slogan for your star and how you will promote his/her 'image'.

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A very good list of sites that could help you are found here.

 

 

 

Process
Since your grade on this project is determined by the work generated by your team, you will want to work with partners carefully. All students must show their work and be able to prove they contributed. The best problem solving approach to this project would be to DIVIDE AND CONQUER!!

1) There are many techniques advertisers use in order to convince consumers to buy products. Some of the more common techniques of persuasion include the following: bandwagon, transfer, name calling, repetition, glittering generalities, deck stacking, and snob appeal. Lookup and define six popular propaganda techniques. Find and list an example of each. Use the following websites to determine definitions of at least six different propaganda techniques. [But you are not limited to the web-you should also read books or magazines about this topic] Be sure to put this into your Roc-o-ganda Portfolio. You may use other sites.

2) It is wise to learn from the past, for it helps us live better in the future. Take a few minutes to explore the history of advertising. Develop a timeline that outlines at least five popular advertising campaigns from the 1920’s through the 1990’s. Be sure to include some war propaganda from the WWII era. Save in your Portfolio.

3) Write a 3 or 4-paragraph essay explaining the elements that are necessary in creating a successful advertising campaign. Be sure to put this into your Rock-o-ganda Portfolio.

Basic Elements Seven Secrets Rules Advice

4) Look up, read, listen to, and list four popular advertising slogans. Use a chart to describe what is similar and different between them. Then below explain what worked and what didn't or what you thought of these slogans. Store in your Portfolio. 

5) Critique four different advertisements. Choose four different types from this list: TV, Radio, magazine, Web Site, billboards, store windows, Car distributors, hair salons, Spa Ads, Store Ads, etc. Fill in the Critique Worksheet about each ad you choose to do. Be sure to explore and analyze ‘critically’ each one in the same format. Put this into your Rock-o-ganda Portfolio.

6) You have come to the end of your research. Now you get to use your newly gained knowledge and innate creativity to develop your own Rock-o-ganda advertising campaign. Develop an advertising campaign that will knock the socks off Rock-o-ganda executives. Your portfolio should include the following: slogan, skit, dance routine, and hit single. Make sure you think about your star's image and how you will appeal to fans.

 

7) Your team will hand -in your portfolio with the completed tasks 1 though 5. Next you will present your PPT presentation to the entire class. You may include a video of your stars first single and a skit showing his/her talent.

The exciting part comes when you present this advertising campaign for your 'star'. Pretend that your classmates are Rock-o-ganda executives and you have to sell them on your campaign.

Follow the grading rubric.