Lesson Plan. Preparation

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1 Lesson Plan Course Title: Professional Communications Session Title: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques Part I Lesson Duration: Approximately two 90-minute class periods [Lesson length is subjective and will vary from instructor to instructor] Performance Objective: Upon completion of this assignment, the student will be able to use a propaganda technique to design a basic print advertisement. Specific Objectives: 1. Define terms associated with the lesson. 2. Identify different types of advertising appeals. 3. Compare and contrast advertising and traditional propaganda. 4. Identify and discuss advertising and propaganda techniques. Preparation TEKS Correlations: (c) (1) The student applies English language arts in professional communications projects. The student is expected to: (A) demonstrate use of content, technical concepts, and vocabulary; (B) use correct grammar, punctuation, and terminology to write and edit documents; and (C) identify assumptions, purpose, outcomes, solutions, and propaganda techniques. (2) The student applies professional communications strategies. The student is expected to: (A) adapt language for audience, purpose, situation, and intent; (C) interpret and communicate information, data, and observations; and (E) apply active listening skills. (8) The student applies ethical decision making and understands and complies with laws regarding use of technology in communications. The student is expected to: (C) analyze the impact of communications on society, including concepts related to persuasiveness, marketing, and point of view. Instructor/Trainer References: 1. McGraw-Hill. (2000). Communication applications, (Teacher s Wraparound Ed.). New York, NY: Glencoe/McGraw-Hill. 2. Dictionary.com, (http://dictionary.cambridge.org/) 3. FTC website: Instructional Aids: 1. Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques digital slide presentation 2. Advertising, Marketing, & Propaganda Techniques Key Terms 1

2 3. Print Advertisement Instructions 4. Advertisement Example: Guess Who s Coming to Dinner? 5. Product/Business Print Advertisement Rubric (Note: Teachers may need to adapt rubric terminology and elements to fit the course materials) Materials Needed: 1. Pen/Pencil (one per student) 2. Old Magazines (one per student) 3. Construction/computer paper (two per student) 4. Glue, scissors, tape, markers, colors, etc. Equipment Needed: 1. Projector for digital slide presentation 2. Computers with the following capabilities: Internet access Desktop publishing software Graphic design software Media Player Video editing software Learner None. Introduction Introduction (LSI Quadrant I): ASK: What is your favorite cereal? Why? Can you remember what first influenced you to ask for or try that particular cereal? [Allow time for student responses. Try to guide the discussion around to some form of advertising they saw such as a commercial or the packaging on the box as the major influence on their decisions.] NOTE: You can replace cereal with a number of other things such as soda, candy, cookie, pizza, hamburger, etc. SAY: Every day we make decisions about a variety of things, such as what to eat, where to shop for food and clothing, what type of car gives the best gas millage, which college has the best degree plan, or where to go for vacation. Advertising and marketing incorporates skillful communication strategies and technical writing to persuade your daily decisions. Just open a magazine or turn on the television and you will be overloaded with advertisements. SAY: In this lesson we will learn about advertising and marketing. We will examine propaganda techniques and how they can influence your decision making. Outline Outline (LSI Quadrant II): Instructor Notes: I. Define terms associated with the lesson. Distribute the list of key 2

3 A. Marketing The act of buying or selling in a market. Includes all of the activities involved in the transfer of goods from the producer or seller to the consumer or buyer. B. Advertising The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. C. Propaganda A form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself usually giving only one side of an argument or only partial information. terms and briefly discuss each of the terms. Use the Advertising, Marketing, & Propaganda Techniques slide presentation to further discuss terms and key points of the lesson in greater depth. Have students use desktop publishing software to create a document to record additional notes as you cover the content. II. Compare and contrast advertising and traditional propaganda. A. Propaganda is generally an appeal to emotion, not intellect. B. Advertising is governed by Federal Trade Commission (FTC) regulations that require advertising to be truthful. C. Both advertising and propaganda appeal to emotions. D. Similar techniques are used in advertising and propaganda. III. Identify and discuss advertising and propaganda techniques. A. Propaganda Techniques Methods and approaches used to spread ideas that further a cause a political, commercial, religious, or civil cause. B. Bandwagon Persuading people to do something by letting them know others are doing it. C. Testimonial Using the words of a famous person to persuade you. D. Transfer Using the names or pictures of famous people but not direct quotations. E. Repetition The product name is repeated at least four times. F. Emotional Words Words that will make you feel strongly about someone or something. Use a magazine to show different types of advertisements. Point out how many ads can be found in a magazine. Have the class guess which advertising propaganda technique is being used as you go through the magazine. This is a great way to check for understanding and reinforce material. 3

4 G. Name Calling This technique consists of attaching a negative label to a person or a thing. People engage in this type of behavior when they are trying to avoid supporting their own opinion with facts. Rather than explain what they believe in, they prefer to try to tear their opponent down. Application Guided Practice (LSI Quadrant III): Part 1: Hand out materials to students: magazines, construction/computer paper, scissors, glue, map colors, markers, etc. Have the students do a magazine search for advertisements that demonstrate one of the advertising/propaganda techniques. Instruct the students to cut and paste their findings onto their construction/computer paper. Have students label which technique is being used. Students may use their neighbor/classmates for help. Part 2: Bring students back together as a large group to discuss findings in Part 1. Discuss the elements of the various advertisement examples identified by students as well as the technique used. Model a comprehensive discussion and once students seem to have a good grasp of the flow of the discussion, allow students to lead the discussions. Direct the conversation toward designing an advertisement. NOTE: Teacher can determine how many ads students will collect; assignments may be submitted for a completion grade. Independent Practice (LSI Quadrant III): Using the graphic design software of their choice, students will apply one of the propaganda techniques covered in class to create a unique print-based advertisement promoting a product/business. The advertisement must meet the requirements listed on the assignment handout. Summary Review (LSI Quadrants I and IV): Q & A Session Q: What is Marketing? A: The act of buying or selling in a market. Includes all of the activities involved in the transfer of goods from the producer or seller to the consumer or buyer. 4

5 Q: What is Advertising? A: The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. Q: What is Propaganda? A: A form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself often only giving one side of an argument or partial information. Q: What are the six advertising and propaganda techniques? A: Bandwagon, testimonial, transfer, repetition, emotional words, name calling Q: Give some examples where these techniques are used? A: Magazine ads, television ads, billboards, political campaigns Q: Why is it important to understand the use of propaganda techniques? A: So that we can make better decisions Evaluation Informal Assessment (LSI Quadrant III): Teacher will circulate through lab as students work on the magazine search to redirect / reteach as necessary. Teacher will observe student work during the completion of the print advertisement. Formal Assessment (LSI Quadrant III, IV): Use rubric to evaluate projects. Reflection Activity: Write a short paragraph describing how learning to recognize propaganda techniques can help consumers when it comes to purchasing items. Extension Extension/Enrichment (LSI Quadrant IV): Have students extend research on the similarities and differences between advertising and propaganda. Have students research Federal Trade Commission regulations for advertising and advertisers. Have students write a 30-second commercial spot for their product/business. 5

6 Advertising, Marketing, & Propaganda Techniques 1. Marketing KEY TERMS The act of buying or selling in a market. Includes all of the activities involved in the transfer of goods from the producer or seller to the consumer or buyer. 2. Advertising The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. 3. Propaganda A form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself. 4. Advertising/Propaganda Techniques Methods and approaches used to draw attention to a product/service or spread ideas that further a cause a political, commercial, religious, or civil cause. 5. Bandwagon Persuading people to do something by letting them know others are doing it. 6. Testimonial Using the words of a famous person to persuade you. 7. Transfer Using the names or pictures of famous people, but not direct quotations. 8. Repetition The product name is repeated at least four times. 9. Emotional Words Words that will make you feel strongly about someone or something. 10. Name Calling This technique consists of attaching a negative label to a person or a thing. People engage in this type of behavior when they are trying to avoid supporting their own opinion with facts. Rather than explain what they believe in, they prefer to try to tear their opponent down. 6

7 Advertising, Marketing, & Propaganda Techniques Print Advertisement Instructions For this assignment, choose an existing product or business. Using the graphic design software of your choice, apply one of the propaganda techniques covered in class to create a unique print-based advertisement promoting the product/business. Your advertisement must meet the following requirements: a. Use the following size/resolution/color settings: b. Include an image (picture) representative of the product/business c. The name of the product/business d. A tag line (slogan) for the product/business e. A propaganda technique utilized on the advertisement f. Correct spelling and grammar g. Creativity h. Neatness 7

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9 Product/Business Print Advertisement Rubric Student Name: CATEGORY Creative Design The student's design used on the poster The student's design used on the poster The student's design used on the poster The student's design used on the poster reflects an exceptional reflects an acceptable lacks creativity in does not meet degree of student creativity in their creation and/or display. degree of student creativity in their creation and/or display. their creation and/or display. expectations. Tag line/slogan Propaganda Technique Grammar Mechanics Attractiveness An effective tag line (slogan) for the product/ business is present. A tag line (slogan) for the product/business is present but needs improvement. At least one An appropriate propaganda technique propaganda technique is used effectively. is used but could be more effectively applied. There are no grammatical mistakes on the poster. Capitalization and punctuation are correct throughout the poster. The poster is exceptionally attractive in terms of design, layout, and neatness. Technical aspects All technical aspects - Dimensions are correct. - Color - Resolution - Image - Product/business name Comments: There is one grammatical mistake on the poster. There is one error in capitalization or punctuation. The poster is attractive in terms of design, layout, and neatness. Three out of five technical aspects are correct. A tag line (slogan) for the product/business is present but needs clarification. A propaganda technique is applied but another technique would be more appropriate. There are two grammatical mistakes on the poster. There are two errors in capitalization or punctuation. The poster is acceptably attractive though it may be a bit messy. Two out of five technical aspects are correct. TOTAL POINTS: A tag line (slogan) for the product/business is not present. No propaganda technique is used. There are more than two grammatical mistakes on the There are three or more errors in capitalization or punctuation. The poster is distractingly messy or very poorly designed. It is not attractive. None of the technical aspects are correct. Point to grade = A conversion: = B = C = D 16 and below = F 9

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