In this unit we are discussing adverts, consumer society and the art of persuasion in general. Watch the following video and take notes about what you hear on these ideas.
advertisers - catchy slogans - (to) ban - consumer society
(to) be bombarded by brands and ads - slaves to fashion
Which of the terms above is not referred to on the video?
How are the other terms connected with what you hear on the video? Explain in your own words.
Discuss and analyse the video:
How are the actors presented / described on the video?
Do you think this description matches today's consumer society? Why (not)?
In your opinion, are the actors on the video "good consumers"? Explain.
What do you think the ultimate aim of the video is?
What strategies do the authors resort to in order to achieve this aim? Think about all of the elements you can see, read and hear.
The text "White beauty, Asian nightmare" (SB p. 74) we have read in class reveals that advertising - and the media in general - can shape our view of the world in a very powerful way!
Watch this news report about the Asian craze for a lighter skin complexion and answer the questions below.
Why does Uangsuma use a whitening cream?
Citra, one of the most important makers of whitening creams in Thailand, has recently organized a contest. What did it consist of?
Why did the company pull the contest?
According to the reporter, the craze for whitening creams is based on a widespread assumption. Which?
Did Uangsuma feel annoyed or offended by the contest organized by Citra?
The reporter says at the end of the video: "Some feel companies and ad firms need to learn a lesson - their messages are received well beyond their target market and can take on a completely different colour." What does he mean? Explain.
The text we read in class mentions a cream called White Beauty. Below you can find one of its ads aimed at the Asian market and a TV commercial which was broadcast on Indian TV in 2008.
Read the slogan Pond's created to advertise the cream. What words are used to describe fair skin and dark skin? Do they have a positive or a negative connotation?
What happens on the video? What subliminal advertising are TV viewers being exposed to?
However, skin-whitening techniques are not exclusive to Asian societies. They are also popular in some African countries and well known celebrities such as Beyoncé or Rihanna have been accused of getting their skins whitened.
Wanna learn more about the awesome effects of the media on people's opinions on race? I strongly recommend you watch the following video on the so-called Clark Doll Experiment (1939). It will leave you in shock!
This videos shows footage of a real experiment conducted on African-American children. What happens on the video? Do you find it surprising?
In your opinion, what factors do you think cause children to make such decisions?
At the moment we are talking about the importance of advertising in class. Companies create new successful brands, creative slogans and impressive logos to sell their products. What do you know about advertising? Could you create the perfect ad for a product?
ACTIVITY 1 (15')
To start with, have a look at this advert and answer the questions below on the blog:
1. What product is it advertising?
2. When the ad starts, it suggests the woman and her daughter are in a very particular place. Where?
3. Where are they actually? What is the woman doing?
4. What image of housework is this ad presenting?
5. Is this a sad or a funny ad?
6. Do you think it is a good ad? Is it memorable? Why (not)?
ACTIVITY 2 (5')
Discuss these questions in pairs:
1. Do you like watching ads on TV?
2. Which is your favourite ad on Spanish TV at the moment? Why?
3. In your opinion, what is the perfect recipe to make a successful ad? (E.g. good music, famous people, etc.)
ACTIVITY 3 (10')
Humour in ads is a way of getting your attention and making you remember the product. Watch these ads. Which do you think is the funniest?
Apart from humour, the three adverts above include other elements that make them memorable. Match the following elements with each advert:
stereotypes - children - references to important moments in history or film scenes
sex - unexpected twists - catchy music - happy feeling
ACTIVITY 4 (10')
Advertising is everywhere - and that can be a problem! Sometimes we are not conscious that a picture in a magazine or a film scene includes advertising. Click on this link and show you are a good detective! Can you find the hidden ads?
ACTIVITY 5 (55' + presentations)
How much have you learnt about advertising? It's time to make your own advert and present it to the class! In pairs, choose what you want to advertise: a drink, a holiday, your school...
Instructions for your presentation:
1. What product are you going to advertise? Think of a brand, a logo and a short and memorable slogan. Your teacher will give you card of different colours to present your product visually.
2. Your presentation must include a description of the product you are advertising. Think of the language you can use:
Direct speech:"Sarah, do you like...?"
Imperatives:Buy one, get one free!
Superlatives:It's the best / the fastest / the cheapest... Adjectives:New, modern, clean...
Typical phrases in advertising:(Up to) 15% off, offer ends on 15th March, save €50, half price...
3. Bring your product to class (for example, a new type of chocolate) and present it to your mates!
Before you start, answer these questions to help you plan your presentation:
1. What is your product? Think of a memorable brand name.
2. What is your target audience (for example, old people, teenagers...)?
3. Brainstorm at least 10 words related to your product. Can you build a slogan and draw a logo based on these words?
4. Describe your product. Explain what it is like and why it is better than the rest. (2nd ESO: approx. 60 words / 4th ESO: approx. 100 words).
Now check the elements and the description included in your presentation:
1. Does it include a brand name, a slogan and a logo? Yes / No.
2. Do you explain what it is like? Yes / No.
3. Did you use all the recommended language listed above at least once? Yes / No.
4. Is the ad memorable (for example, it is funny or it includes an unexpected twist)? Yes / No.
If you answered "No" to one or more questions, your task is not complete!
