ADVERTISING BRING OUT YOUR CRITICAL SIDE ADVERTISING BRING OUT YOUR CRITICAL SIDE

ACTIVITIESRESOURCESTIMING 1) Advertising. Fact or fiction? Power point 1: Advertising, fact or fiction? Unit presentation CARRIED OUT BY THE TEACHER 10 minutes 2) Advertising and its elements Power Point 2: Advertising and its elements Advertising elements. Colour activity. CARRIED OUT BY THE TEACHER 10 minutes 3) How do they sell it? Power point 3: How do they sell it? Advertising and its elements. Analysing a static advertisement and a spot as a group. CARRIED OUT BY THE STUDENTS 15 minutes 4) Advertising agency Power Point 4: Analysing advertisements in small groups. Material from the appendix: Audio, video and the tables (for students and teacher). CARRIED OUT BY THE STUDENTS 15 minutes 5) Seven recommendations Power Point 5: Seven recommendations End of the unit CARRIED OUT BY THE TEACHER 5 minutes PRESENTATION AND EXERCISES

¡DESPIERTA El OJO CRÍTICO! ADVERTISING FACT OR FICTION? ADVERTISING FACT OR FICTION? POWER POINT 1

What is advertising for? Do we analyse what advertisements say? That’s what we are going to do now. We are going to work on advertising to become more critical with what we see.

PAUSE FOR THOUGHT… Do we analyse what we see or do we only see it? Is everything we want and wish to have necessary or does the advertising make it necessary? Are we influenced by advertising?

Advertising is Dictionary definition  Communication system –Objective: spread and disseminate news, advertisements and commercial content to  attract attention to make people purchase a product or service.

Before analysing it, we should know what advertising is: Is advertising only about SALES? NO INFORMS about the product SUGGESTS an idea CAPTURES ATTENTION to reach the audience WINS OVER AND PERSUADES using a message

Advertising is made up of these elements: It is a PROCESS in which the posting entity hires the advertising agency  designs a message that will reach the target public  media. PRODUCT TARGET PUBLIC MESSAGE (advertisement) MESSAGE (advertisement) ADVERTISING AGENCY ADVERTISING AGENCY POSTING ENTITY POSTING ENTITY

AIM AND PURPOSE WHAT IS ITS USE? Informative: characteristics of the product/service Economic: it regulates production-consumption Financial: it finances the media Persuasive: it convinces us that the product or service is necessary

¡DESPIERTA El OJO CRÍTICO! ADVERTISEMENT. ELEMENTS ADVERTISEMENT. ELEMENTS POWER POINT 1

PAUSE FOR THOUGHT… Can you recall any products you have bought because you liked the advertisement? Why did you like it? Because of the colour, story or characters? Apart from what can be seen: What else draws your attention to an advertisement?

Are the images they show real? Do they tell the truth? Are they providing full information or hiding defects? What do they sell, just the product or are they try to create new needs? PAUSE FOR THOUGHT…

Now, you are going to become advertisement analysts… Look at both sides… A)DESIGN and APPEARANCE: What can be seen B) STRATEGIES: What cannot be seen

A) DESIGN AND APPEARANCE What can be seen is… Product Slogan –It is a phrase that is used repeatedly

A) DESIGN AND APPEARANCE What can be seen is… Type of image –Artistic –Photographic / realistic Staging –Stage or decorate –Elements Light Colour

Let’s see what you know about colours… EXERCISE Try to link these colours to their meaning with an arrow.

EXAMPLES What is the main colour?

B) STRATEGIES AND MECHANISMS What cannot be seen Audience: Kind of people and age of people it is targeting Appeal and talismans  Society values or what it takes to achieve success Some subjective interpretation strategies for persuading:  Eroticism or sensuality…  Love, friendship, family…  Elegance and comfort…  ….

¡DESPIERTA El OJO CRÍTICO! HOW DO THEY SELL IT? POWER POINT 1

Put all the elements together and… Lets start analysing as a group!

A)DESIGN AND APPEARANCE Product: Slogan: Characters: Type of image: Staging:  stage:  elements: Light: Colours: B) STRATEGIES AND MECHANISMS (What cannot be seen) Type of image: Staging: Colour: C) HOW DO YOU INTERPRET IT? Audience: Interpretation: ADVERTISEMENT

STATIC ADVERTISING

A)DESIGN AND APPEARANCE Product: Heinz Ketchup Slogan: “No one grows Ketchup like Heinz” Type of image: artistic and photographic Staging:  stage: red background  elements: slices of tomato Light: central Colours: luminous. Red: dynamism, passion, youth, it brings tomatoes to mind Type of image: The bottle of ketchup is made up of slices of tomato  this ketchup is healthy as it only contains tomatoes Staging: Using red makes us think of tomatoes. The tomato slices making up the ketchup bottle are disorganised  fun Colour: The main colour is red, as it wants to link the advertisement to the tomatoes and being healthy. C) HOW DO YOU INTERPRET IT? Audience: young people Modernity: design Fun: it uses the tomato slices to make the ketchup bottle Explosion: explosion of movement as the slices of tomato are disorganised STATIC ADVERTISEMENT B) STRATEGIES AND MECHANISMS (What cannot be seen)

SPOT Video: click inside TV to watch the video

A) DESIGN AND APPEARANCE C) HOW DO YOU INTERPRET IT? SPOT Product: Soda stream Slogan: Set the bubbles free Type of image: Realistic, not artistic Staging: stage: Street, a supermarket. elements: Two trucks, 2 trolleys, the supermarket and the machine and stuff to make the soft drink. Light: Natural and dark light in the street with light focussed on the Coca-Cola and Pepsi drinks. Artificial light for the supermarket and the soft drink machine. Colours: Neutral colours, stressing the red of the Coca-Cola and the blue of Pepsi. The brand has no characteristic colour. Type of image: The soft drinks explode when somebody makes their own soft drink  “Soda stream” makes other soft drinks worthless. Staging: Less sophisticated background at the supermarket scenes and smart, modern and relaxed background inside the house  contrast Audience: All types of audience, Interpretation: Discrediting Coca-Cola, Pepsi and industrially produced soft drinks, as anyone can make their own soft-drinks at home. B) STRATEGIES AND MECHANISMS (What cannot be seen)

¡DESPIERTA El OJO CRÍTICO! ADVERTISING AGENCY ADVERTISING AGENCY POWER POINT 1

You are going to become a advertising agency for a day. Are you ready? EXERCISE

Group 1 Static advertising

Group 2 Spot Video: click inside TV to watch the video

¡DESPIERTA El OJO CRÍTICO! SEVEN RECOMMENDATIONS SEVEN RECOMMENDATIONS POWER POINT 1

FIRST Nothing is what it seems. Reality often differs greatly from what they want us to believe.

SECOND Do not believe everything you see. Find out more for yourself and think!

THIRD Get to know your rights and your responsibilities as a consumer…

FOURTH Respond to real needs and not to whims, ostentation, or urges to be in the limelight

FIFTH Do not buy on appearance, but because something is useful

SIXTH Do not forget to read the fine print and the terms of use.

SEVENTH Do not be easily won over. Demonstrate your intelligence!

Before ending… Here it is a good advertisement: "Embrace Life" Click on the title to see it If you are not able to see it, try the following link: