國 立 基 隆 高 級 商 工 職 業 學 校 李 亮 萱. The Secret Advertising Techniques of Today s Media. Lungteng English Reader. Book 4 Lesson 5

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1 Lungteng English Reader Book 4 Lesson 5 The Secret Advertising Techniques of Today s Media 國 立 基 隆 高 級 商 工 職 業 學 校 李 亮 萱 Introduction This lesson plan aims to develop students ability to think critically about the messages that the mass media convey. Through an article entitled The Secret Advertising Techniques of Today s Media, students will learn how product placement is incorporated into the media and how product placement influences our daily lives. They will learn how to explore a phenomenon step by step by completing a graphic organizer. In addition, after reading more about product placement, students will be guided to analyze different points of view. They will participate in a debate, an activity designed to encourage them to express their own opinions and have a clearer picture about the pros and cons of this phenomenon. Finally, after observing a program or information offered by the media, they will practice making comments by writing a letter to the media as their writing assignment. As for the language focus, students will be taught certain sentence patterns and signposting words which they can use in the debate and the writing. Objectives 1. Students will understand how to observe and analyze a phenomenon. 2. Students will develop their ability to predict the content of an article when reading. 3. Students will demonstrate the ability to analyze others comments. 4. Students will develop their critical thinking skills. 5. Students will express their own opinions through a debate. 6. Students will be able to use common expressions to express their own opinions. 7. Students will be able to write a letter to offer their viewpoints. Students Level Elementary- Intermediate (PR: 60) Time Required 5 classes (each for 50 minutes) Preparation 1. Worksheets1~5 2. Film clips

2 3. CD Player 4. Notebook

3 Teaching Procedures Teaching Procedures I. Warm-up (Activate Background Knowledge) 1. Brainstorming (Mind Map) Directions 1. Give out Worksheet1 and ask students to brainstorm different marketing strategies to promote the sales of ice cream. new flavor mailers coupon How to promote ice cream sales? sample tasters ice cream cars discounts TV commercial 2. Clip-watching & Question-answering 1. Play the film clip with product placement incorporated and ask students to answer the questions on Worksheet 1 (1) Write down the products shown in this clip. ipod, HP, (2) Do you like this film? Why or why not? (3) What s the marketing strategy used in this film? Do you think it s proper to advertise products in a film? Clip: Transformers-Product Placement TOP 100 (2:19) 3. Analyze and Compare 1. Ask students to read the online comments on product placement in the movie Transformers and to complete the table by writing down the reasons why people are for or against it (Worksheet1). For Against (1) It makes the movie more real. (1) Reasons (DobleDeDigital) (2) (2) II. While-teaching (Give New Information) 1. Reading (1) Prediction :Graphic Organizer 1. Teach students how to analyze a phenomenon through a graphic organizer (Worksheet2). 2. Ask students to make predictions about a text which talks about the phenomenon of Product Placement, and to complete the graphic organizer.

4 3. Students share their predictions with others. A Phenomenon: Definition& Examples Why popular? Problems How is it working? Conclusion (2) Read and Note: Graphic Organizer 1. Guide students to read Paragraph 1 and introduce the idea The Medium is the Massage. 2. Ask students to silently read the rest of the article and to complete the Graphic Organizer based on the article. (3) Questions to think 1. Teacher asks questions for students to think them over (Worksheet 3). (1) What s the difference between the traditional TV commercials and the product placement? (paragraph 2,3) (2) Why is product placement subtle but visible? (paragraph 2) (3) Do you agree that it is inherently deceptive if people don t realize that ads are ads? (paragraph 6) (4) What can the media do about product placement? What are your suggestions for the media? (5) According to your experience, what kinds of bias might the mass media have? Give some examples. III. Practice and Personalization 1. Vocabulary Teaching 1.Teacher teaches the use of new words: conscious, objective, incorporate and sensible (Teachers Notes) 2. Grammar Teaching 1. Teacher explains how to use the key sentence pattern: the possibility/fact/idea/truth + that + S+ V 2. Ask students to do the sentence pattern exercise in the textbook 3. Activity: Express Opinions 1. Give out Worksheet 4 and ask students to make sentences to express their opinions on product placement in the media by using the key sentence pattern

5 A. For the Product Placement: If you want my opinion, I agree with the idea that. As far as I am concerned, product placement carries the benefit that. However, the regulation that should be followed by the advertiser and the media. Anyway, I support the idea that. B. Against the Product Placement: IV. Wrap-up (Application) 1. Activity: Debate First of all, I personally disagree with the idea that. Generally speaking, it will raise the problem that. As far as I know, the problem is quite common. Therefore, the regulation that should be followed by the advertiser and the media. Finally, I d like to conclude that. 1. Topic : Product Placement Should be Allowed in the Media 2. Before today s class, students will be provided with more information about product placement. They have to read it and make some preparation for the debate (See Appendix). More signposting words are provided beforehand (See Worksheet 4) to help students express themselves. Moreover, students will be informed about the procedures of the debate and their roles (See Worksheet 5). 3. Students will be assigned different roles. There will be one topic master, three debaters for each team, two question askers for each team and one conclusion maker for each team, one time reporter, one tongue-slip finder and one grammar checker (optional). The rest of the students are evaluators. 4. In the beginning of the debate, the topic master will introduce today s topic and the roles for today s debate. 5. After that, three debaters in each group will explain three main reasons why they are for or against the topic (Each for one argument, examples needed within 2 minutes). 6. After each group s opinions have been provided, there will be 8 minutes for group members to discuss the issues and refute the other team s arguments. 7. Each group can ask 2 questions, and members of the other team have to answer in 2mins. 8. Finally, the conclusion maker in each group delivers a conclusion of the team s arguments. 9. The rest of the students will complete an evaluation sheet about each team s performance.

6 Debate Evaluation Sheet Evaluator: Group A Group B 1. Clear viewpoint Well-supportive examples/ reasons Logic Fluency Tone Gesture/ Body language Politeness I think the Best Debater is I think the Best Question Asker is 10. The time reporter will report the time each student uses when expressing their opinions. The tongue-slip reporter will report the number of the pauses each student has. Finally, the teacher will make a comment and announce the winning team & the best debater. 2. Assignment: A Letter to the Media 1. Students have to choose one program/article in the mass media (TV news, movie, drama, novel, magazine, radio program, etc.) After watching/ reading/ listening to it, they have to judge whether the mass media provide correct and unbiased information (Further research should be done by the students). Finally, they have to write a letter to the media to show their opinions on that program/article. They have to hand in their composition one week later. 2. Before students write their letter, Teacher needs to teach students how to take notes when they tune in the program or read the article and what should be mentioned in the letter. (Worksheet6) I. A Short Note Forms of Medium Title of Program Time of Program Reason I Choose it Bias My Comment II. What can you write? 1. self-introduction 2. the program s/article s title and time 3. the reason you watch/read it 4. bias/controversy (or advantage) 5. suggestions and comments

7 Worksheet 1 _Warm up 1. Brainstorming (Mind Map) If you were the owner of an ice cream company, what kinds of different marketing or advertising strategies could you use to promote your ice cream sales? new flavor mailers coupon How to promote ice cream sales? sample tasters ice cream cars discounts TV commercial 2. Clip-watching (movie: Transformers) After watching the film clip, please answer the following questions. (1) Write down the products shown in this clip. ipod, HP, (2) Do you like this film? Why or why not? (3) What s the marketing strategy used in this film? Do you think it s proper to advertise products in a film?

8 3. Analyze and compare the opinions After reading the following on-line comments on product placement in Transformers, complete the table by writing the reasons why people are for or against it. Comments on Product Placement in Transformers Uploaded by vdrinker08 on 10 Feb 2009 Not a film, a commercial! Some of you people are acting as if the entire movie was one big commercial! Understood there were some clear angle shots of the yellow car, but what do you want to do with the rest, blur out the logo? Or use generic products made from China? Would you prefer Megan Fox sit in front of Burger Queen, or for them to use a laptop called Pineapple? Will it make you feel better, and sleep more easily at night, or are you whining because you just didn't like the movie? AziMeX 8 months ago Ok ok. Fair point Mr Azimex. I am a person who dislikes most product placement. I personally believe that there is enough advertising in our society already without it entering the movie theater. I can accept advertising when its say, on TV. Because that's free to air television. That's how they pay for making the shows. But when I'm paying $17 a ticket to see a movie and I get a Panasonic logo shoved in my face. That s just ridiculous. vdrinker08 8 months ago And people say that its what pays to make the movie. Do they really need that extra 50 million dollars? Well no they don't. Michael bay got paid 75million dollars for transformers 2... And do you see any product placement in Avatar? The highest budget film ever made. vdrinker08 8 months ago Product Placement is good, it makes the movie more real, because we see in them things that we use or see everyday and also give more budget for make the movie bigger. And if there were no Product Placement then, they have to invent a brand for the things in the film. For example, should they invent a car or a computer to could show that in the movie? I don t think so. DobleDeDigital 10 months ago Analyze and Compare: For (1) It makes the movie more real. (DobleDeDigital) (1) Against Reasons (2) (2)

9 Worksheet 2_ Graphic Organizer 1. Prediction and Inference Before reading the article, think about product placement, based on your prior knowledge and logical inference. A Phenomenon: Definition& Examples Why popular? Problems How is it working? Conclusion

10 2. Read and Note After reading the article, complete this Graphic Organizer based on the text and compare what the article says with your predictions. A Phenomenon: Product Placement Definition& Examples Paragraph 2 Why popular? Paragraph 3 Problems Paragraph 4 How is it working? Paragraph 5 Conclusion Paragraph 6

11 Worksheet 3_ Questions to think about (1) What s the difference between traditional TV commercials and product placement? (Paragraph 2, 3) (2) Why is product placement subtle but visible? (Paragraph 2) (3) Do you agree that it is inherently deceptive if people don t realize that ads are ads? (Paragraph 6) (4) What can the media can do about product placement? What are your suggestions for the media? (5) According to your experience, what kinds of bias might the mass media have? Give some examples.

12 Worksheet 4_ Practice and Personalization 1. Key Sentence Pattern (in paragraph 4) the possibility/fact/idea/truth +that S+ V 2. Activity: "Express Opinions Do you agree or disagree with product placement in the media? Express your opinions by using the sentence pattern you just learned. A. For the Product Placemen: If you want my opinion, I agree with the idea that As far as I am concerned, product placement carries the benefit that. However, the regulation that should be followed by the advertiser and the media. Anyway, I support the idea that B. Against the Product Placement: First of all, I personally disagree with the idea that Generally speaking, it will raise the problem that As far as I know, the problem is quite common. Therefore, the regulation that should be followed by the advertiser and the media. Finally, I d like to conclude that C. More signpost words you can use when making your point. (From :American Headway 4) If you ask me Another question is that What really worries me is that That s not the point I suppose the problem is that But the main point is that To tell you the truth To be honest To be exact

13 Worksheet 5_ Debate The topic master will introduce today s topic and the roles in today s debate. After that, three debaters in each group will explain three main reasons why they are for or against the issue (One for each argument, examples needed). After providing each group s opinions, there will be 8 minutes for group members to discuss the questions to refute the other team s arguments. Each group can ask 2 questions and the other team members have to answer (in 2mins). Finally, one member in each group delivers a conclusion of the team s arguments. Procedure: Topic and Roles Introduction (3mins) Argument explaining (12mins) Question preparation (6mins) Questions - Asking and Answering (10mins) Conclusions ( 4mins) Time Report (1min) Tongue-slip Report (2min) Grammar Checker Report (2min) Teacher s Comment (3min) Award Presentation(2min) Today s Topic: Product Placement Should be Allowed in the Media Date: Topic Master: Timer: Team member Debater Argument presenters(3): Conclusion maker(1): Questions Asker(2): Award The Best Debater The Best Question-Asker Group A Debate Evaluation Sheet Evaluator: Tongue-slip finder: Grammar checker: Group A Group B Group B 1. Clear viewpoint Well-supportive examples/ reasons Logic Fluency Tone Gesture/ Body language Politeness I think the Best Debater is I think the Best Question Asker is

14 Worksheet 6_A Letter to the Media Choose one program/article in the mass media (TV, news, movie, drama, novel, magazine, radio program, blog, etc). After watching/ reading/ listening to it, you have to judge whether the mass media provide correct or biased message. Give your comments to the media by writing them a letter. I. A Short Note Forms of Medium Title of Program Time of Program Reason I Choose This Program Bias My Comment Notes II. A Letter to the Media a. What can you write? 1. self-introduction 2. the program s/article s title and time 3. the reason you watch/read it 4. bias/controversy (or advantage) 5. suggestions and comments b. Useful words: tune in (v) imply (v) pretend (v)

15 A Letter to the Media To Whom It May Concern, Sincerely Yours,

16 Students Work

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20 Appendix Longteng Book 4 Lesson 5 The Secret Advertising Techniques of Today s Media In the 1950s, Marshall McLuhan, a well-known media scholar, wrote a book titled The Medium Is the Massage. What he meant was that under the influence of the media we unconsciously relax, and tend to believe every message we receive without giving it a second thought. Now half a century has passed. The mass media have further refined their ability to penetrate deep into our minds and sell us things. Product placement, the displaying of brand-name items as props in TV shows, has become a very popular marketing technique, one most of us are probably not aware of. When we see an actor eating a particular brand of cereal or using a certain laundry soap, we are likely to form a positive impression of the product unconsciously. Although more subtle than traditional commercials, product placement makes the brand or product more visible to consumers. If you take a close look, it is no exaggeration to say most TV programs we watch today have brands placed in them. One reason for the rapid growth of placement marketing is that it s become easy for viewers to avoid traditional commercials. With devices like remote controls and DVR, viewers can skip the commercials by fastforwarding or switching channels. When ads become part of the show, however, viewers have no escape. No wonder product companies are paying a lot of money to TV stations to place their products in scenes. This has resulted in the rise of an ever-growing placement industry, which is estimated to earn US$1 billion a year in the U.S. If you think that at least the news programs on major networks are objective, think again. A coffee shop chain is reported to have paid a huge amount just to show the news anchor with a big cup of its coffee during the morning news. This has raised new questions about the shifting line between news and sales. People also wonder if there is the possibility that news networks might filter or powder the actual news in favor of the companies sponsoring the anchor seat. In addition to TV, the big screen has also become a highly competitive display window for a wide variety of luxury products. You must be familiar with movie scenes featuring charming actors and actresses dressed in fashionable costumes, driving fancy race cars, or drinking an expensive whiskey with the brand name prominently displayed. You may also have been attracted by the beautiful scenes where the films take you a five-star hotel or an exotic island. You may not know that filmmakers often have these luxury props and settings provided for free. As a matter of fact, they get paid for incorporating them into their films. Many famous producers even have the total cost of production paid off before the first movie ticket is sold. As more and more people become aware of the practice, some are calling for more controls. As one media scholar commented, It is inherently deceptive if people don t realize that ads are ads. There can be legal as well as ethical problems in this kind of marketing strategy. Living in a world filled with messages from many media, we d better remain alert and sensible to the secret power of the massage.

21 More information about Product Placement 1. Clip: How to Make a Movie : Product Placement When Making a Movie (2:06) 2. Clip: Product Placement (2:31) Product Placement expert Jeff Greenfield featured on CNBC Article: Hidden persuaders will hit children's health 4. Article: Product Placement in the UK