Advertising Project

Description and Criteria

Objective The objective of this project is to be able to convey in both written and spoken form the
decisions made in creating an advertisement for an event or cause in terms of persuasive techniques and
advertising techniques, as well as other concerns to make the ad effective. An additional objective is to
create and present an effective ad for an event, cause, or product tied to a cause.

Introduction Advertising surrounds us in every aspect of our lives, however we infrequently think about the
effect that that advertising has on us. Advertisers use a variety of techniques to persuade
us by influencing our thoughts and emotions. But how do they make decisions about which
techniques will be affective for which audiences and for what is being advertised?

The idea of this project is to begin thinking critically about the techniques advertisers use to
persuade and influence through the creation of an ad and the presentation, in both written
and spoken form, the decisions made about the techniques that will make an ad effective.
An additional aim of the project is for students to begin thinking critically about
the importance of ethics, not only in academics and with family, but also in advertising
and the way that advertisers must be conscious of the way they communicate with
their target audience in order to maintain ethical standards.

Final Products

- Written Critical Analysis- GROUP WORK: on the screen of the video-beam, show ad and
written analysis of the decision making process for creating the advertisement, including:
 The cause or event selected (what, where, when, why, how)
 The type of advertisement (audio, video, graphic design, fliers,
poster, picture, etc.)
 the target audience
 what the group wants the audience to think and/or feel
 the persuasive techniques used
 the advertising techniques used
 other decisions, including music, colors, style, etc.
 ethical considerations
 effectiveness of the ad (cost, impact, duration)

for written analysis consider the following points:

structure
introduction (core idea and subsidiary ideas)
development (specifics about subsidiary ideas)
conclusion (summary, actions, recommendations)
intelligibility
coherence, cohesiveness –connectors
grammar
punctuation, capitalization
vocabulary, expressions, idioms
 - Oral Presentation
STUDENT A speaks about:
 The cause or event selected (what, where, when, why, how)
 The type of advertisement (audio, video, graphic design, fliers,
poster, picture, etc.)
 the target audience
STUDENT B speaks about:
 what the group wants the audience to think and/or feel
 the persuasive techniques used
 the advertising techniques used
STUDENT C speaks about:
 other decisions, including music, colors, style, etc.
 ethical considerations
 effectiveness of the ad (cost, impact, duration)

- each member of the group analyzes and justifies the corresponding

points and explains how and why the decisions were adopted

- for oral presentations consider the following points:

structure
introduction (topic or main idea and subsidiary ideas)
development (specifics about subsidiary ideas)
conclusion (summary, actions, recommendations)
intelligibility
coherence, cohesiveness –connectors
grammar
pronunciation
vocabulary, expressions, idioms
fluency
vocalization

Grading

Grade will be the average between the grade obtained by the group with the written analysis and
the grade obtained by each student in the individual oral presentation.

Deadline

Week 9, first class