CEClang.57


TITLE:    Magazine Ads and You, the Teenager

AUTHOR:   Rebecca K. Duffy, Daly Middle School,
          Lakeview, OR

GRADE LEVEL/SUBJECT:  Grades 6 - 8 - mass media unit

OVERVIEW/PURPOSE:   Advertising is often aimed directly
at young people. Not only do they spend $70 billion a
year, but they influence their parents' purchase also.
Youth are hit by certain appeals - appeals to be like
everybody else, sex appeal, even negative appeal. This
activity is to increase student awareness of persuasion
tactics as seen in magazine advertising.

OBJECTIVE(s):  The student will be able to:
1. Identify the persuasive techniques used in
   magazine advertising.
2. Explore the effects of magazine advertising.

RESOURCES/MATERIALS:
1.   Sherman, Marilyn. "How advertising shapes your
     life,"  Challenges, Vol. 16 (October, 1991), pp.
     6-13.
2.   Herbert, Deanna, and Virginia Dixon. "Kid consumer
     advertising,"  Teaching and computers
     (January/February, 1989), pp. 30- 44.

MATERIALS:
1. Vocabulary of relevant terms
2. Enough magazine ads times 4 for each student
3. Bulletin board with advertising techniques
   pointed out in magazine ads
4. Enough work sheets for students to analyze ads
5. Materials to make magazine ads - paper, colored
   pens, pencils, and crayons, etc.


ACTIVITIES AND PROCEDURES:
1.   Students are given a vocabulary of relevant terms
     - basic message, visual image, medium, catchy
     words, testimonial, bandwagon, positive appeal,
     negative appeal, product character, product
     slogan, product comparison, and repetition.
2.   Students and teacher look at various magazine ads
     making sure the students understand the terms and
     techniques.  The class works through the attached
     work sheet together using one of the ads.
3.   Students are given three ads to analyze using the
     attached work sheet.
4.   Students are divided into groups of three or four.
     Each group must invent a product and design a
     magazine ad using 3 of the advertising techniques.

TYING IT ALL TOGETHER: 1. Magazine ads are posted. 2.
Television, radio and newspaper ads are analyzed.


DESCRIPTION FOR LISTING:  Persuasion techniques used in
magazine ads


Magazine Ads              Name: ___________________
                          Date: ___________________
                          Teacher: ________________

BRAND NAME AND PRODUCT:____________________________
MEDIUM:____________________________________________
BASIC MESSAGE: ____________________________________
VISUAL IMAGE:______________________________________
CATCHY WORDS:______________________________________
TECHNIQUE USED AND WHY:____________________________
TECHNIQUE USED AND WHY:____________________________
TECHNIQUE USED AND WHY:____________________________
PERSUASION RATING (1 - 5):_________________________
(1 = Yawn.  5 = I'm sold on this product!)