1. How much power does advertising have to alter attitudes?
Lesson 2:
How much power does advertising have to alter attitudes?

2. Lesson objective
To consider how much power advertising has to alter attitudes and deliver messages
Success criteria
The best work will:
Discuss and share ideas
Explain symbolism within advertising
Create an advert for a specific brand

3. Starter In pairs discuss your thoughts about the following issues:
Drink driving
Speeding
STI’s
Binge drinking
Record your thoughts on the sheet provided

4. Drink driving
Speeding
Binge drinking
STI’s

5. What do you
associate with
this product?

6. Guinness adverts from the 30’s and 40’s included phrases such as "Guinness for Strength", "Lovely Day for a Guinness", "Guinness Makes You Strong," "My Goodness My Guinness,“ and most famously, "Guinness is Good For You".

7. Surfer was a critically acclaimed advertising campaign launched in 1999 to promote Guinness in the UK. The cornerstone of the campaign was a television commercial, originally 60 seconds long, which centred around a Polynesian
Surfer successfully taking on a
Gigantic wave. The advert went
on to win more awards than any
other commercial in 1999, and in
2002 was voted the "Best ad of
all time" in a poll conducted by
Channel 4 and The Sunday
Times. The plot centres around
a group of surfers, waiting for the
perfect wave. As it arrives, the crashing 'white horses‘ turn into actual horses. The surfers conquer the wave and run to the shore to celebrate.
What has this got to do with Guinness?

8. Task You have 10 minutes to;
In pairs discuss and brainstorm new ideas for a Guinness advert
Take one of your ideas and develop it into a 30 second advert
Present your advert to the class