Subject: ETHICS L2: English
Title of the Unit: "ETHICS AND ADVERTISING" Course / Level: 4º ESO
INTRODUCCIÓN:
Esta unidad va dirigida a alumnos de 4º de ESO, para la materia de Ética en inglés. Con ella se pretende que los alumnos conozcan los elementos básicos de la publicidad y campañas comerciales, así como las principales técnicas psicológicas y de persuasión para promocionar productos y servicios. A medida que los alumnos se vayan familiarizando con las estrategias empleadas, también irán descubriendo cómo la publicidad y campañas de marketing determinan, en numerosas ocasiones, las ideas, hábitos, valores y estereotipos establecidos en la sociedad. Con esta unidad se pretende que los alumnos sean capaces de identificar las herramientas y técnicas de la publicidad, y que desarrollen un criterio propio hacia la misma siendo conscientes de la influencia que ejerce en nuestras vidas y en nuestra identidad personal, y sobre la sociedad en general. Como tareas finales de producción, los alumnos deberán ser capaces de analizar mensajes publicitarios en diferentes medios (radio, televisión, impresos), identificando los elementos básicos y las estrategias de persuasión empleadas, y poner en práctica los conocimientos adquiridos mediante la creación de su propio "anuncio publicitario". Por otro lado, deberán también utilizar la información recopilada para realizar un texto argumentativo en el que expongan su visión sobre el papel de la publicidad en la sociedad.
LEARNING OUTCOMES/ EVALUATION CRITERIA:
· To know advertising types and different techniques
· To recognize stereotypes used in adverts to promote products
· To get students aware of psychological tricks and persuasive language being used in advertising and marketing campaigns
· To understand and analyze advertising strategies, and apply them in their own creations (final project)
· To distinguish between real needs and wants
· To apply our own criteria as consumers
· To know about fair trading and responsible consumption
· To use language to persuade
SUBJECT CONTENT:
· Advertising and marketing vocabulary and key words
· Advertising methods, icons, logos, slogans, jingles, …
· Persuasive techniques: appeals to ethos, logos and pathos and other psychological strategies.
· Rethorics in advertising: image, poetic language, sounds…
· The subliminal messages
· Stereotypes, values and roles in our society, self-image and globalization…
· Critical thinking about advertisement, media and consumption
· Misleading advertising, responsible consumption and fair trading
LANGUAGE CONTENT/COMMUNICATION:
The lesson focus on advertising and trading vocabulary and language structures, as well as descriptive and persuasive language.
To see the complete list of vocabulary, structures, language skills and discourse types used in this unit, check the lesson plan (Plantilla de la
Unidad Didáctica) in Google Drive (link below).
CONTEXTUAL (CULTURAL) ELEMENT:
This unit is aimed for Secondary students in 4th grade. As teenagers, students are aware of the importance of advertisement in our society,
many of them being strongly influenced by it. In this unit, students will learn to identify and analyze marketing strategies and how they influence
our needs, wants, lifestyle and habits in modern societies.
COGNITIVE PROCESS:
This unit fosters critical thinking skills towards marketing and advertising techniques behind commercials. Through guided activities, cooperative reasoning and constructive tasks, students will learn to recognize and analyze advertising strategies so they can develop their own criteria to discern between real needs and wants and the ones created by the marketing business. They will also apply the skills learned in the production tasks: oral debates, argumentative essay and advert design and production. The last aim of the unit is to engage students in reflective and independent thinking towards the influence of advertising and globalization in our beliefs and values.
TASKS:
Students should complete different tasks putting into practice the contents and skills learned. Tasks will be graded in difficulty and designed to achieve the final project. Some of the tasks they must accomplish are:
- To describe adverts from different sources: print, TV and Web-based advertisement
- To research about demographics and marketing for a specific audience
- To design logos/ icons/ jingles/slogans for specific products or services.
- To analyze persuasive techniques used in advertising
- To produce their own advert using the skills learned
- To evaluate the influence of advertising in society and their own habits, lifestyle and self-image.
Set of tasks and activities for the UD, materials and online resources. Since this is a long, extended unit, the worksheets and other documents used in this lesson (written in green ) have been saved in Google Drive:
Many of the activities and resources may also be found in my symbaloo webmix, in the unit "Ethics and Advertising":
https://www.symbaloo.com/mix/ethicsesl
1. Introducing the topic and the core vocabulary, activating previous knowledge and getting students motivated. (1 session) ACTIVITIES:
1- Brainstorming of vocabulary related to advertising
2- Vocabulary and definition matching:
Word search puzzle , a word search puzzle about advertising vocabulary. This is an interactive activity created using Learning Apps.org: Students must find the word with the help of the definition cue. http://LearningApps.org/1578080
Link in my symbaloo webmix: EthicsESL- Symbaloo webmix
2- Video and oral discussion: "The best advertisement in the world"
http://www.youtube.com/watch?feature=player_detailpage&v=1JlfxLEADOA
Ø Worksheet: Actividades1 .pdf (For the oral discussion -before, during and after watching the video above- , and additional reading and writing practice. Those activities will also be used as scaffolding for the final writing assignment )
(This and other worksheets in Google Drive)
2. Advertising types and tools: (about 2 sessions)ACTIVITIES:
1- Power Point Presentation:
Ø Advertisement and marketing1.pptx
(Summary of contents from previous session and introduction to the new contents, followed by oral discussion about own habits as consumers, adverts description and a few basic advertising techniques. It will be used to review contents as well as a scaffolding activity for further study of marketing strategies).
2- Small group work:
Ø Worksheet: Actividades2.pdf
(Decision making: choosing the advertisement type to promote specific products and services, and creating slogans/jingles/icons for them)
3- Additional practice (individual work and scaffolding activities):
a) Slogan Self-Quiz (Link to two Interactive online activities-not mine-to review and practice contents):
http://learningapps.org/1179150 (Matching the slogan and the company)
http://www.sporcle.com/games/g/advertising_slogans
b) Vocabulary review of basic elements in adverts:
Ø Worksheet: Elements_of_ advertisement_vocabulary_red.pdf
3. Marketing strategies and demographics: "Target Audience" ( 1 session) ACTIVITES:
1- Introduction:
Ø Worksheet: Actividades3.pdf (Definition of "demographics" and target audience, and small good practice. Scaffolding.)
2- Video : Getting to know your target audience :
http://viewpure.com/kDTJd1OLPHw (link in Symbaloo) (For a deeper understanding of techniques addressed to reach target audience)
3- Practice:
a) Graphic organizer: "Who are you?"
Ø Worksheet: Demographics.pdf
b) Group activity: analyzing the target audience in adverts from different sources: print, radio spots, TV commercials and Web ads. Oral discussion to contrast answers.
Ø AnlyzingAds1.pdf
c) For extended reading and practice:
https://sites.google.com/site/rhetoricandadvertising/audience-and-rhetoric (link in Symbaloo)
4. Persuasive techniques: (2 or 2.5 sessions) ACTIVITIES:
1- "Pathos, logos and ethos":
Ø Worksheet1: Actividades4.pdf (Scaffolding activities to get students familiar with the use of pathos, logos and ethos appeals in persuasive speech and its application to commercial strategies. It contains exercises to review and practice the contents learned in the next activities (a, b and c)
a) YouTube easy presentation: "Ethos, logos and pathos"
https://www.youtube.com/watch?feature=player_embedded&v=x4tTugqBkJU
b) Power Point Presentation (to learn more persuasive strategies)
Ø Advertising –Techniques.pptx
c) Reading & Comprehension from Read-Write-Think. (Review and further learning and practice)
Ø Persuasive Techniques.pdf
2- Analyzing advertising strategies (extension activities and practice):
a) Reading:
https://sites.google.com/site/rhetoricandadvertising/what-is-rhetoric/ethos-pathos-and-logos (link in Symbaloo)
b) Video:
Greater difficulty, with a lot of samples from real advertisements (link in Symbaloo)
c) Practice (Assignment): (For individual practice, students will be given the choice that best adapt to their level)
ü Option 1 (easy): Commercials selection and worksheets to analyze the use of these techniques.
Ø Techniques_Student_Worksheet_2.pdf
Ø Techniques_Bonus_Activity_2.pdf
ü Option 2 (advanced): For a deeper analysis of persuasive techniques and adverts:
Ø More Techniques.pdf (link in Symbaloo)
5. Rethorics: use of image, poetic language, sounds (1-2 sessions) ACTIVITIES:
1- Describing sensations and feelings moved by diverse adverts and the use of descriptive language to achieve them.
a) Introductory activity:
- Oral discussion: analyzing some commercials and the feelings awakened by different means: image, language, sounds….
b) Describing products:
Ø Worksheet: anatomy-of-an-advert.doc Writing assignment to describe a product. It will also be used as a scaffolding activity and guide for the Final Project.(From BusyTeacher.org)
c) Web research for summary and oral presentations: subliminal messages
http://blog.hubspot.com/marketing/ads-with-subliminal-messages (Reading about subliminal messages in advertising) (Link in Symbaloo)
6. Critical thinking: Ethics, marketing campaigns and advertising: (1 or 2 sessions) ACTIVITIES:
- Identifying social stereotypes in advertising and how it affects our self-image and habits.
- Misleading advertising and polemic marketing campaigns vs. fair-trade.
- Taking action to be a responsible consumer.
To accomplish this part of the lesson there will be different activities, such as:
ü Web research and short oral presentations/written summaries
ü Readings from different sources (news articles, Web pages, Power Point Presentation…), and summary writing with the main ideas from the reading:
http://distractify.com/culture/ways-advertisers-manipulate-us-into-buying-their-products/ Getting to know how adverts move our inner feelings and identifying techniques (link in Symbaloo)
http://www.fairtraderesource.org/downloads/top_10_reasons_to_support_ft.pdf (Reading about Fair Trade) (Link in Symbaloo)
http://www.breakingnewsenglish.com/0607/060724-advergames-e.html Lesson plan with activities from Breaking News in English. It´s a reflection about how food companies target kids online.
ü Video clips and documentaries, and oral debates
ü Written assignment: argumentative essay. (As a final product, students will write an opinion essay about the influence of advertising in our lives. The previous activities will serve as information sources to research about the topic and help them form a critical thought.)
Ø EssayWriting.pdf
http://www.readwritethink.org/files/resources/interactives/persuasion_map/ (Interactive persuasive map) ( Link in Symbaloo)
To work with the topic, open the following file from Google Drive:
7. Production (final project): Creating an advert.
In groups, students will design and create an advert to promote a product or service. They may record it as a commercial or use a Power Point Presentation. They will be asked to use both the contents and skills learned in the unit: key elements, target audience, persuasive techniques and rethorics.
- Guidelines and rubrics for the project:
Ø PlanningAd.pdf (Worksheet from Read-Write-Think) to plan target audience and persuasive strategies.
Ø Tips for Successful.doc (Advices to work on the final project)
Ø Advertising Production Rubric.pdf (Project Rubrics)
8. Students will also use rubrics for self-assessment and to evaluate the relevance of the unit both in the content area and in their personal development.
Ø Self-assessment.pdf
EVALUATION CRITERIA AND INSTRUMENTS
To assess students achievement throughout the unit, we will use the following instruments and criteria:
Ø Initial evaluation to find out their previous knowledge about both the area contents and language skills needed. If they show a lack of the language skills required, we could ask the L2 teacher to work on vocabulary and grammar structures used in this unit, or give students additional activities to practice on their own in order to get ready for class activities.
Ø Continuous assessment and observation of students performance in class activities and tasks (attitude, behaviour and participation in pairs, group activities and oral debates, completion of worksheets and assignments). 30% of the final grade.
Ø Final project: taking active part in the group project and assessing the final product in which students should put into practice the contents and skills learned in the unit by creating an advert to promote a service or product. 40% of the final grade.
Ø Argumentative essay: Students will be asked to research, organize ideas and use critical thinking to write an essay about the influence of advertising on society and individuals. 30%
To see the complete lesson plan, worksheets and other resources, go to Google Drive and my Symbaloo Webmix:
María del Valle Sanazario Rodríguez
Me parece una unidad didáctica muy atractiva y perfectamente adaptada al alumnado al que va dirigido. Excelente planificación.
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