LESSON PLAN

Subject/Topic: Advertisement Culminating Task Grade 6

Date: Friday, March 29th- Time: 360 minutes Day 10 In the Unit
Wednesday, April 3rd, 2019

Overall Expectation(s):
Media Literacy
● 3.create a variety of media texts for different purposes and audiences, using appropriate forms,
conventions, and techniques;
Specific Expectation(s): Ministry
Media Literacy
● 3.2 identify an appropriate form to suit the specific purpose and audience for a media text they plan
to create, and explain why it is an appropriate choice
● 3.3 identify conventions and techniques appropriate to the form chosen for a media text they plan
to create, and explain how they will use the conventions and techniques to help communicate their
message
● 3.4 produce a variety of media texts for specific purposes and audiences, using appropriate forms,
conventions, and techniques
Ontario Catholic Graduate:
● A reflective, creative, and holistic thinker who solves problems and makes responsible decisions
with an informed moral conscience for the common good.
Learning Skills/Work Habits:
● Self-regulation
● Independent work
● Organization
Materials/Resources: (Teacher and student) Assessment: (What will students do to
● Powerpoint demonstrate achievement, and teacher
● How to Make An Ad worksheet tools/strategies.)
● Camera ● Completion of culminating task according to
● Poster board success criteria
● Writing Utensils ● Completion of persuasive techniques
● Persuasive Techniques Writeup page writeup

Accounting For Learning Diversity: (Learning styles, accommodations/modifications)

● assignment expectations can be modified based on needs
● Allows opportunities for visual, auditory, and kinesthetic learners to produce content.
o success criteria are not based on what kind of advertisement is chosen.

Learning Goal(s):
We are learning to create an advertisement using the persuasive techniques we’ve learned in class.

Success Criteria:
● I can create an advertisement that is directed at a specific audience.
● I can focuses equally on the brand and the product.
● I can create an original slogan or tagline.
● I can uses at least three appropriate persuasive techniques.
● I can write 2-3 lines per technique that explains how each technique was shown in the
advertisement.
● I can completes the assignment neatly in a way that shows effort and creativity.
Time Lesson Sequence
Activating Student Thinking:
● Review of rubric
o What constitutes a level 1 vs a level 4?
Developing Student Thinking:

How To Create and Advertisement

Understanding Your Audience

1. Identify a target customer.

○ Your business or product may appeal to a broad range of consumers, but for the
purposes of advertising, it is usually helpful to think only about a specific subset of
this potential audience.
○ A single ad cannot appeal to or target every single person - accept this and then
consider which consumers are most important for this project.[1]
i. For example:
1. If you are creating an advertisement for a baby stroller, the audience
is more likely going to be new moms than people who don't even
have a baby.
2. If you are creating an advertisement for a graphics card, your
audience probably knows enough about computers to realize that
they can upgrade their old graphics card.
2. Describe your target customer.
○ The more descriptive your team can be here, the more targeted and effective your
ad will be. Imagine your target customer in your mind's eye, and ask yourself the
following questions:[2]
○ What approximate age or gender are they?
○ Do they live in a major city or a more rural setting?
○ What is their income range? Are they wealthy CEOs or college students on a
budget?
○ What other products do they use or enjoy? Do they use other products made by
your company?
3. Describe the target customer's relationship to your product.
○ Now that you know who your audience is think about how that person interacts with
your specific product.
i. Consider the following:
1. When will they use it?
2. Will they use it immediately, or when they need it?
3. How often will they use your product? Once? Daily? Weekly?
4. Will they immediately recognize how to use it or will they have to be
taught?
4. Identify the competition. You have hopefully already designed your product with the
competition in mind. You should now consider how your ad might specifically challenge (or
complement) your competition's advertising efforts and how they might react to your
advertising actions.
○ Ask yourself: does a similar product exist if so how is yours better?
5. Develop a strategy.
○ Based on the information you now have about the audience you're trying to reach
and how they might view your product, you're now ready to think about an ad
strategy.
○ Your strategy should take into account what are commonly known as the 3 C's:
Company (you), Customer (them, your target), and Competition.

Writing the Advertisement

 1. Come up with a catchy, snappy tagline.
○ Keep it short and sweet; most products don’t need more than six or seven words.
○ If you say it out loud and it sounds like a mouthful, edit it down.
○ Whatever it is, it should grab the consumer's attention and convince him or her that
your product is different from everyone else’s.[7]
i. Consider using:
1. Rhyme – “Do you Yahoo?”
2. Humor – “Dirty mouth? Clean it with Orbit chewing gum!”
3. A play on words – “Every kiss begins with ‘Kay’”
4. Creative imagery – Yellow Pages: “Let your fingers do the walking”
5. Metaphor – “Red Bull gives you wings”
6. Alliteration – “Intel Inside”
7. A personal pledge – Motel 6: “We leave the light on for you”
8. Dry understatement – Carlsberg milkshakes has a big sign in
downtown Copenhagen that reads, “Probably the best milkshakes in
town”.
2. Make it memorable.
○ Your message needs to be the first thing that comes to the customers mind when
they think of your product.
○ The second your ad borrows a familiar advertising phrase (for example, “new and
improved,” “guaranteed,” or “free gift” — is there any other kind?), it becomes
interchangeable with thousands of others.
i. People are so used to ad clichés that they don’t even hear them anymore.
○ Know how to walk the line between controversial and entertaining.
○ Emotional appeals help your ad grab attention, but don't go too far — you want
your product to be recognized because it's good not because the advertisement had
something bad in it.
i. Memorable for the right reasons.
3. Use persuasive techniques.
○ The point is to make the consumers feel better about your product than anyone
else's.
○ For most people, what they think or how they feel determines what they buy.
4. Appeal to the target audience.
○ Take note of your target audience's age group, income level, and special interests.
○ You should also consider the tone and look of the ad. Make sure to think about how
your audience will respond.
○ Even if you have created the best ad ever, it won't be effective if it won't appeal to
the people buying your product.
5. Find a way to connect the desires of consumers to what you're advertising.
○ Check back in with your strategy here.
○ Make sure you are focusing on the best aspect of your product.
i. Why should people want to buy it?
ii. What sets it apart from other similar products?
iii. What do you like best about it?
6. Make sure all the important information is included.
○ The most important element is what's called a "call to action". What should the
consumer do immediately after viewing the ad? Be sure to let them know!

Designing an Advertisement

1. Choose a memorable image.

 ○ Simple but unexpected is often the best route to take.
○ If it’s too cluttered your audience may get confused about what you’re trying to get
them to focus on.
2. Show how you’re different from your competitors.
○ A burger is a burger is a burger, but you can't let people know that in your ad.
○ Use your ad to highlight your product’s advantages over that of your competitors.
i. To avoid lawsuits, keep to statements about your product, not theirs.
ii. It also keeps the audience from misinterpreting the messages in the
advertisement and connecting them to the competitor’s product.
3. Design a business logo (optional).
○ A picture says a thousand words, and if a logo is effective enough, it can make text
almost unnecessary .
○ If you're running a print or television advertisement, try to develop a simple,
appealing image that will stick in the minds of viewers.
●
Consolidating Student Thinking:
● Media Literacy Unit Culminating Task
o Work periods during class

Transitioning to the next subject/time of day:

● Recess is next
● 10 minutes to recess the students must clean up their materials then go out into the hall to get
ready.