ADVERTISING BRING OUT YOUR CRITICAL SIDE

1. TEACHING GUIDE ADVERTISING BRING OUT YOUR CRITICAL SIDE

2. LESSON PLAN Interesting Websites Presentations Exercises Introduction Purpose and objectives Skills Methodology Teaching resources Activities Material Exercise Solutions Theory

3. ADVERTISING PRESENTATION

4. INTRODUCTION • Clothes, car insurance, computers, holidays... We’ve never had so much choice as consumers. Advertising is the tool used by many companies and enterprises to inform customers about their products and services and it helps to improve a society's standard of living. • Advertising is for everybody, young and old. It uses several media types, with different techniques and the most suitable methods. • Effective advertising has to accomplish four things: • Attract the consumer’s attention • Focus their attention on the message • Make the consumer remember the message • Cause the consumer to take the chosen action (this really determines the effectiveness of an ad) • In addition, advertising is frequently used to manipulate a consumer's needs and desires, and although increasing efforts are being made to protect the public by regulating the content and influence of advertising, consumers must be careful and critical with the advertising they see around them. • The purpose of this material is to look closely at advertising strategies and analyse them critically.

5. PURPOSE AND OBJECTIVES • Objectives • The general and specific objectives to be achieved are: • Knowing what advertising is and its purpose • Understand what an advertisement is. • Distinguish elements of advertising. • Detect advertising’s mechanisms and strategies • Understanding the influence of design and appearance in consumption itself. • Detect advertising strategies and appeal used to persuade consumers. • Develop a subjective and personal view on the subject • Become aware of how advertising influences our consumption. • Bring out a critical attitude regarding their own consumption. Contents • Advertising • Purpose and function • Definition and elements • Design and appearance • Hidden strategies – advertising appeal

6. SKILLS • Secondary Education, Higher Education, PCPI-s and school groups • Science Technology and Health Culture • Learning to learn • Linguistic Communication • Social and Citizenship • Autonomy and Personal Initiative • Other groups • Foreign Language Communication • Learning to Learn • Social and Civic • Conscience and Cultural expression

7. METHODOLOGY This material is based on meaningful learning principles, direct experience and an overall view. Lesson plans are developed with the purpose of students relating the presented contents to previously acquired knowledge, thereby incorporating it into their cognitive structure (meaningful learning). Therefore, this material assumes two aspects: informative and formative, since the contents are first presented and subsequently reported to students who incorporate this new information into their cognitive structure by carrying out activities. Furthermore, the principle of wholeness is expressed in the sequencing and continuity of lesson plans, striking the right balance between the particular and general aspects of knowledge. This allows content and isolated knowledge to be integrated in a structured and comprehensive manner. Participants This material is for students who are over 12 years old. This material will be worked on as a whole-class and in small groups. Timing It lasts one session of 1 hour, depending on the group’s previous knowledge.

8. METHODOLOGY Activity location It will be held in a classroom with a Smart Board. Put the tables together to groups (create small groups of 4/5 people, always depending on the number of people in the class). RECOMMENDATION FOR THE TEACHER 1 –It is highly recommended to read the activity theory before beginning. 2 - Preview and integrate the theory into the material to be projected.

9. TEACHING RESOURCES The necessary resources for the development of this file are as follows: * Site to get a 90-day trial version of Smart Notebook software. Download a full-featured copy of the current version of Smart Notebook software and use it for 90 days without a license key. https://education.smarttech.com/en/products/notebook/download#trial

10. ADVERTISING EXERCISES

11. EXERCISES

12. 1) PRESENTATION • Activity • The teacher introduces the topic by asking the students questions to find out how much students know about the topic. Subsequently, the definition, purpose and process of advertisements are presented. • The topic starts with the introduction to the material to be projected. Chapter 1: Advertising, fact or fiction? • Materials • The material needed is: • Material to be projected. Chapter 1 • Smart Board or a computer

13. 1) PRESENTATION Theory DEFINITION AND ELEMENTS Due to the extensive bibliography, there are different definitions, concepts and ways of understanding advertising according to each perspective. Some people describe it as information, others as communication or promotion ... but all opinions agree that it is a sequential system or process that uses the message as a means to encourage consumption. According to the RAE dictionary, advertising is a “massive communication system that aims to spread and disseminate news, advertisements and commercial contents in order to attract an individual’s attention to purchase a product or service”. N. García Fernández (2000) states that it is “the process of informing the public aimed at increasing sales of a product” (García Fdez, “Educación del consumidor. La publicidad”, p. 9). With this information, we can deduce that advertising is a PROCESS in which a posting entity engages the services of an advertising agency to design a message or advertisement that subsequently reaches the recipient through the media.

14. ADVERTISING AGENCY MEDIA MESSAGE Advertisement RECIPIENT OR TARGET PUBLIC POSTING ENTITY 1) PRESENTATION Theory Thus, the elements forming that process are as follows: The process starts when an entity wants to advertise a product or service and hires an advertising agency to draw up an advertisement to promote them. The advertising agency designs a message that will be “printed” on the design and on the advertisement’s implicit strategies. This message will reach the target public through the media.

15. 1) PRESENTATION Theory • AIM AND PURPOSE • N. García Fdez (2000) claims that the purpose is to “persuade the consumer”. Therefore, try to encourage and motivate the consumer to make them feel that they need the product or service that is being advertised. The real background is that advertising is a “factory” for creating needs because it is the tool that makes the consumption wheel turn. • Meanwhile, other authors emphasize that advertising tries to influence attitudes and behaviours among the audience to whom it is addressed. • Besides having a direction or purpose, advertising has various functions or uses, such as: • Informative:it describes the product and its characteristics. • Economic:it regulates the relationship between production and consumption; it encourages consumption to raise production. • Financial:it helps to promote economic resources (wage or fund) to the media. • Persuasive:because it intends to incite, provoke interest and motivation towards the product. • All these functions are intertwined since the product’s own information is aimed at persuading and convincing. At the same time, provoking an interest also comes down to both product and advertisement characteristics. • Therefore, in this unit, we focus on the informative (design and appearance) and persuasive (strategies and mechanisms) functions.

16. 2) ADVERTISING AND ITS ELEMENTS • Activity • The teacher introduces the topic by asking the students some questions included in chapter 2 of the material to be projected, to find out what students already know and make them think a bit about the topic. Then, the definition, purpose and process of advertisements are shown. • This is followed by an analysis of advertising, where the teacher has to explain all the elements of an advertisement. They are divided in two parts: design and appearance (what can be seen) and strategies and mechanism (what cannot be seen). In addition to the first part´s slide show (design and appearance), there is also an exercise to perform with all students as a class or in small groups, (link colours to meanings). Teachers can either print out the sheet or do it on the Smart Board Notebook, in the folder named “Activity 1-colours”). • Materials • The material needed is: • Material to be projected. Chapter 2 • Smart Board or a computer • Printed sheets about colours (optional)

17. 2) ADVERTISING AND ITS ELEMENTS Exercise Link each colour to its meaning. Dynamism, passion, youth Money, power, success Freshness, lightness, calm Strength, masculinity Temperance, clarity, cleanliness Stimulation, sensual, erotic Babies, maternity Feminism Calm, balance, nature Sadness, elegance, darkness

18. 2) ADVERTISING AND ITS ELEMENTS Solutions Link each colour to its meaning Sadness, elegance, darkness Calm, balance, nature Money, power, success Strength, masculinity Freshness, lightness, calm Babies, maternity Stimulation, sensual, erotic Temperance, clarity, cleanliness Dynamism, passion, youth Feminism

19. 2) ADVERTISING AND ITS ELEMENTS BROWN BLACK

20. 2) ADVERTISING AND ITS ELEMENTS PURPLE PINK WHITE

21. 2) ADVERTISING AND ITS ELEMENTS YELLOW BLUE ORANGE

22. 2) ADVERTISING AND ITS ELEMENTS RED GREEN

23. 2) ADVERTISING AND ITS ELEMENTS Theory As previously stated, advertising has a double function: informative and persuasive. These functions are also influenced by the two sides of advertising, or both tools available to it. These tools are the design and appearance of the advertisement (what can be seen) and the strategies and mechanisms (what cannot be seen). With both of them, advertising agencies “play” at trying to provide the necessary information about the product or service and persuading the consumer. Therefore, to be in a position to analyze advertising, we must be aware of both sides to obtain a comprehensive and concrete vision of it. A – DESIGN AND APPEARANCE An advertisement’s design is everything captured by the sense of sight and hearing; it refers to what we perceive when we are presented with an advertisement. In particular, it gives information about the product or service, but it also persuades, paying attention to every detail of the design. The formal aspects in an advertisement are: 1- Type of image: it refers to the size and format, that might be artistic (graphic design, paints…) or real photography. 2- Staging: it refers to the elements and the context, place or scenery of the advertisement, the characters and their behaviour.

24. 2) ADVERTISING AND ITS ELEMENTS Theory • 3- Structure and composition: the compositional structure of the image (overlapping shots), and how the location of the elements in the advertisement are designed (colour, characters, lines, frames, etc.) • 4- Point of view: framing and shot of the image • 5- Light: artificial or natural, exact or diffuse, descriptive or dramatic… • 6- Colour: the colour transmits a range of emotions and feelings at an unconscious level. Each colour transmits different sensations, such as: • - red: dynamism, passion, youth • - orange: stimulation, sensual, erotic • - yellow: money, power, success • - green: calm, balance, nature • - blue: freshness, lightness, calm • - white: temperance, clarity, cleanliness • - black: sadness, elegance, darkness • - pink: babies, maternity • - purple: feminism • - brown: strength, masculinity

25. 2) ADVERTISING AND ITS ELEMENTS Theory • B – HIDDEN STRATEGIES- ADVERTISING MECHANISMS • From a legal point of view, advertising has to be clear and cannot contain implicit and unconscious strategies for the recipient (illicit advertisement) • However, advertising appeals and talismans are used in all ads because the ad’s design and appearance “hide” those seemingly positive feelings that persuade and induce the consumer to think in a particular way. • The appeals and talismans most used in advertising are those corresponding to the current values of society. Some examples of habitual appeals are as follows: • happiness, love, friendship, romanticism, tenderness, pleasure… • tradition, family, historical memory, traditional values… • eroticism, sensuality, masculinity, femininity… • beauty, aesthetic, elegance, glamour… • independence, freedom, youth, transgression, revolution… • modernity, progress… • social status, comfort… • humanity, sensibility, kindness, solidarity… Appeals are society’s values or ideals, camouflaged in images, persons or within the actual design and appearance, arousing emotions and feelings in the recipient, persuading and captivating him or her. Therefore, it can be said that advertising uses its two components (informative and persuasive) to “reach” the world of emotions (appeals) and cognition (design and appearance), mixing them together to cause the desired effect.

26. 3) How DO they sell it? • Activity • Using all the elements for analysing an announcement that have been explained in the previous activities, students have to analyse 2 advertisements. • The first one (Heinz advertisement) is a static advertisement. • The second example is a spot (Pepsi). • They both appear in the material to be projected. Chapter 3. • This activity will be done as a whole-group activity, guided by the teacher. • Materials • The material needed is: • Material to be projected. Chapter 3 • Smart Board or a computer • This exercise is helpful to review the theoretical aspects worked on previously with a practical exercise. Theory

27. 3) How DO they sell it? Staticadvertisement. Exercise

28. 3) How DO they sell it? Staticadvisement. Solution • DESIGN AND APPEARANCE • Product: Ketchup Heinz • Slogan: “No one grows Ketchup like Heinz” • Type of image: artistic and photographic • Staging: • stage: red background • elements: slices of tomato • Light: central • Colours: Red: dynamism, passion, youth, it brings tomatoes to mind in an attempt to link the advertisement to tomatoes and being healthy. • HIDDEN STRATEGIES • 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 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 disorganized

29. 3) How DO they sell it? Spot (Soda stream). Solution • DESIGN AND APPEARANCE • Product: Soda stream • Slogan:Set the bubbles free • Type of image:Realistic, not artistic • Staging: • 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 Coca-Cola and Pepsi drinks. Artificial light for the supermarket and the soft drink machine. • Colours:Neutral colours, stressing the red of Coca-Cola and the blue of Pepsi. The brand has no characteristic colour. • HIDDEN STRATEGIES • 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 HOW DO YOU INTERPRET IT Audience: Every type of audience, Interpretation: Discrediting Coca-Cola, Pepsi and industrially produced soft drinks, as anyone can make their own soft-drinks at home.

30. 4) ADVERTISING AGENCY • Activity • In this activity, students will be divided in two groups. Each group will have an advertisement (spot or static advertising), and a table to analyse it. • It is recommended to print-out of the static advertising and to project the spot on the board that is being used for the presentation. Students have to complete the table in groups and then it will be corrected aloud. • Materials • The material needed is: • Material to be projected. Chapter 4 • Smart Board or a computer. • Static advertising print-outs. • Exercise sheet print-outs. • No complementary theory is needed. Theory

31. 4) ADVERTISING AGENCY Exercise

32. 4) ADVERTISING AGENCY Exercise

33. 4) ADVERTISING AGENCY Solutions

34. 5) SEVEN RECOMMENDATIONS • Activity • Using the material to be projected, the teacher will explain seven recommendations, leaving time for discussion and questions. • Materials • The material needed is: • Material to be projected. Chapter 5 • Smart Board or a computer. • Theory • NOTHING IS WHAT IT SEEMS: Reality is a personal and subjective interpretation, far different from what they would have us believe. • DO NOT BELIEVE EVERYTHING YOU SEE. Find out for yourself and think! • GET TO KNOW YOUR RIGHTS AND YOUR RESPONSIBILITIES AS A CONSUMER… • DISTINGUISH BETWEEN REAL NEEDS AND WHIMS, OSTENTATION, OR URGES TO BE IN THE LIMELIGHT • DO NOT BUY SOMETHING BECAUSE OF ITS APPEARANCE, BUT BECAUSE IT IS USEFUL. Appearance does not show the truth or the reality. • DO NOT FORGET TO READ THE FINE PRINT AND THE TERMS OF USE • DO NOT BE EASILY WON OVER. DEMONSTRATE YOUR INTELLIGENCE!

35. ADVERTISING INTERESTING WEBSITES

36. INTERESTING LINKS

37. INTERESTING LINKS