Introduction
The purpose behind all advertisements is to sell something. No two ads are alike, and they all use different tactics to persuade their audiences. Every day, we are surrounded by advertisements, and whether we realize it or not, they can shape our perspectives on our wants and needs. Some ads are more effective than others, and in this WebQuest, we will investigate the reasons for this due to subliminal messaging, which means that we receive meanings that we cannot consciously detect. How do ads affect our daily lives? Would we make different choices if advertisements didn't exist? We will explore the various tactics used by advertisers to convince us to buy their product, and will assess whether or not they are effective.
Task
Your task is as follows:
Students will choose three advertisements from online media outlets that I will provide via links within this WebQuest. You will write a three page (maximum) analysis of each advertisement, assesssing its persuasive techniques and its overall effectiveness. In your analysis, you must use vocabulary and keywords previously studied for identifying media tactics, such as the use of fear, sexism, inclusion, "coolness", visual appeal, etc. Finally, you must create your own advertisement, employing tactics of your own to persuade your audience. This ad must be for a real product with an established media presence, and must be age and school appropriate. You may either hand draw this ad and upload it, or digitally create it. You are required to explain in detail the tactics that you used when creating this ad in a one to two page explanation. You must work on this project individually, and it will be due in its entirety a week from today.
Process
In order to successfully complete this WebQuest, you must follow the process that is detailed below.
- First, choose your advertisements from one of the following digital media sources, or choose your ads from a specific campaign listed below. Use the links to access each one:
3. www.thehollywoodreporter.com
4. www.nike.com
5. www.imdb.com
Other options for ad campaign analysis:
Got Milk?, Axe, Smart Water, Oreo, Coke, McDonald's, Volkswagon
- Next, after choosing your ads, you will write your three page analysis of its effectiveness and the tactics the creator used to persuade their audience. Please read the following information these sources have to offer on media literacy, which will serve as guidelines when you begin to write your papers:
http://www.medialit.org/reading-room/how-analyze-advertisement
http://writingcommons.org/open-text/information-literacy/visual-literac…
http://www.understandmedia.com/topics/media-theory/108-how-to-analyze-a…
http://historymatters.gmu.edu/mse/ads/question5.htm
- Finally, you will create your own advertisement based on one of the campaigns mentioned above, or if you would like to choose a different campaign, I must approve it before you begin. If you would like to hand draw your ad, you may scan it into the computer and post it to our class website along with your analysis, or if you would like to create it digitally, please use the same process and also print a copy to bring to class. We will share and discuss our ads in class after the project is due next week.
Evaluation
|
| CATEGORY | 4 | 3 | 2 | 1 |
| Writing/Content | Covers topic in-depth with details and examples. Subject knowledge and written comprehension are excellent. | Includes essential knowledge about the topic. Subject knowledge appears to be good. | Includes essential information about the topic but there are 1-2 factual errors. | Content is minimal OR there are several factual errors. |
| Requirements | All requirements are met and exceeded. | All requirements are met. | One requirement was not completely met. | More than one requirement was not completely met. |
| Sources | Source information collected for all graphics, facts and quotes. All documented in desired format. | Source information collected for all graphics, facts and quotes. Most documented in desired format. | Source information collected for graphics, facts and quotes, but not documented in desired format. | Very little or no source information was collected. |
| Originality | Product shows a large amount of original thought. Ideas are creative and inventive. | Product shows some original thought. Work shows new ideas and insights. | Uses other people\'s ideas (giving them credit), but there is little evidence of original thinking. | Uses other people's ideas, but does not give them credit. |
| Discussion of Original Work | Well-rehearsed with smooth delivery that holds audience attention. | Rehearsed with fairly smooth delivery that holds audience attention most of the time. | Delivery not smooth, but able to maintain interest of the audience most of the time. | Delivery not smooth and audience attention often lost. |
Conclusion
The purpose of this WebQuest is to increase your knowledge of media literacy, and to deepen your understanding of the world of advertising and its role in our society. Advertisements impact us psychologically, emotionally, and culturally far more than we realize, but if we have the ability to analyze media, we can have a better understanding of how it shapes our world.
