Advertising

= = =Advertising=

In this unit you will learn how and why advertisers influence an audience.

Your assessment will be an analysis of two print ads and an ad you create in pairs.

Skills: By the end of this unit, you will be able to: • Identify message, audience and purpose in an ad. (MAPS) • Use annotations to show you are reading for meaning. • Analyse in groups and individually the use of language and visuals to persuade the specific audience to buy. • Use metalanguage appropriately to explain your thinking. • Produce a print ad that demonstrates your knowledge and understanding of language and purpose for a chosen audience.

**Information About Advertising**
Information about advertising, including the meaning of key terms, can be found in the powerpoint attached below:



**Assessment**
Your assessment will consist of two assessment tasks (an analysis of two print ads and the design of your own advertising campaign), each worth 50% of your mark for this unit. The details of the first task are included below. The details of the second task will be posted shortly. You must also complete several in class/ homework tasks. These are outlined below.

Assessment Task 1: An Analysis of Two Print Ads - Due Monday 23 May

 * Individually, you must analyse the two print ads for McDonald's handed out in class and attached below:
 * You should complete this table first, based upon the two ads
 * Then you should write their answers to these questions neatly in a word document or on looseleaf paper
 * You must submit both your table and the answers to the questions. Please note that while you must submit the table to show you have planned your response, you will only be marked on the answers to the questions. You must ensure your work is clear, detailed, and utilises the knowledge obtained in classroom discussion and the advertising techniques powerpoint. Please see the Analysis Assessment Rubric, attached below, for the criteria on which your assessment will be marked.



**Assessment Task 2: Creation of an Ad Campaign - Due Monday 30 May**

 * Assessment Task 2 is the creation of an Ad Campaign. Please see Creative Ad SAC for more details. Please see Creative SAC rubric, attached below, for the criteria on which your assessment will be marked.



**In Class/ Homework Tasks that must be completed in this unit:**

 * 1. Analyse a print ad of your choice - Due 16 May 2011**

Complete the Analysing Print Advertisements handout for a printed ad of your choice - Due 16 May 2011




 * 2. Complete the 2 Ad Comparison - Due 16 May 2011**

Answer the following questions, based on the two ads in the document attached below:

Audience 1. Who are the different audiences of these ads? How do they entice the audience to buy the product?

Close analysis of images and language - Ad 1 2. How has the advertiser used imagery to appeal to the specific target audience? 3. What language techniques has the advertiser used to entice the target audience? How do they want the audience to think or feel?

Close analysis of images and language – Ad 2 4. How has the advertiser used imagery to appeal to the specific target audience? 5. What language techniques has the advertiser used to entice the target audience? How do they want the audience to think or feel?

Compare and contrast 6. Compare the similarities of both ads. What generalization can you make about the way this product is advertised? 7. Contrast the differences in the two ads. What do the advertisers do differently to appeal to their target audience? 8. Based on your analysis, which of the ads is more effective at reaching their target audience? What do they do that is better than the other ad?




 * 4. One Ad Analysis - Due 16 May 2011**

Complete the questions in the document attached below, based on the image in the document.



=**Additional Analysis (Optional)**=


 * Select two ads from the following powerpoint (not those we have studied in detail in class already) and complete the following questions:**

Audience 1. Who are the different audiences of these ads? How do they entice the audience to buy the product?

Close analysis of images and language - Ad 1 2. How has the advertiser used imagery to appeal to the specific target audience? <span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">3. What language techniques has the advertiser used to entice the target audience? How do they want the audience to think or feel?

<span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">Close analysis of images and language – Ad 2 <span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">4. How has the advertiser used imagery to appeal to the specific target audience? <span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">5. What language techniques has the advertiser used to entice the target audience? How do they want the audience to think or feel?

<span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">Compare and contrast <span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">6. Compare the similarities of both ads. What generalization can you make about the way this product is advertised? <span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">7. Contrast the differences in the two ads. What do the advertisers do differently to appeal to their target audience? <span style="font-family: 'Segoe UI',Helvetica,Arial,sans-serif; line-height: normal; margin: 0px; padding: 0px;">8. Based on your analysis, which of the ads is more effective at reaching their target audience? What do they do that is better than the other ad?