Advertising

A WebQuest for 11th and 12th grade Creative Writing Majors
Designed by

Jonathan Fairman
jgfairman@yahoo.com
 
 

Introduction | Task | Process | Evaluation | Conclusion | Credits | Teacher Page


Introduction
You are an advertising executive for a large advertising firm.  A client has approached you about developing a campaign for her/his product which is a teen focused "thing".  You are unsure of what exactly the product is, but you take the job and agree to develop a campaign for this product.
 
 


The Task

After reading and studying advertising and media persuasion you will design a media campaign for your clients product.
This campaign should consist of:

  • A story board of two different 1 min. commercials 
  • Two print ads for the product. 
  • A Powerpoint presentation explaining why you chose to develop this campaign.  This presentation should include your target audience, a rationale for your advertising appeals, the actual campaign and a persuasive explanation as to why you feel this campaign will be generate sales. 
  • As you learn, you are expected to take notes. An organized learning journal should also be developed and will also be evaluated. 

The Process

To accomplish the task:

  1. First you will visit selected sites related to advertising.  
  2. You are expected to take notes on each site that you visit. These notes should be kept in your learning journal. 
  3. Discuss the site visits with other students. Share your insights. Pool your knowledge. Notes from these collaborations should also be kept in your learning journal. 
  4. As you visit, think of your product. Choose/develop a product for teens that either fulfills a need or that you can make into a need. 
  5. Write a one page prospectus on your product. Follow the format for the prospectus. 
  6. Develop your campaign. Create the story boards for the two commercials. 
  7. Using Pagemaker create the print ads. 
  8. Take the Powerpoint Tutorial (if necessary). Using your notes, story boards, and print ads, develop your presentation. 
  9. Confer with your classmates on effectiveness. Workshop your ideas and proof read your work. 
  10. Present your presentation to the class. 
  11. Turn in print ads, story boards, learning journal, and Powerpoint presentation to your teacher. 

Follow these links to various advertising sites.  After visiting the site, write a short 200+ word evaluation of each site.  In your evaluation, consider the following questions:
    What did you learn from each site you visited? 
    What did you react to? What made you angry? 
    What surprised you? 
    How have you been perusuaded by the techniques demonstrated on this site?
    How can you use these techniques or this knowledge? 
    How valid is the information presented in this site?  Does the site developer potentially have a bias?
Each of these sites should add to your knowledge about advertising.  Pay careful attention!  You might surprise yourself and learn something very important.

 Advertising
Follow the links to the history of ads.  View at least 10 and respond.

KelloggsSpecial K
Follow all the links.  View the ad campaign in full.

TickleMe Elmo
See how a media frenzy sold a sad toy.

Advertising Age
Read some selections from the magazine for the ad industry.

Adbusters
Take a careful look at the spoof ads.

AdvertisingAge - The History of TV ADs
Visit the Advertising Age Magazine's TV History.

America Demographics Magazine
See what they know about you, the comsumer,  in this ad industry magazine.

Virtual Museum of AdvertisingIcons
You will be amazed at what people collect.

Harvey's AntiqueAdvertising
Imagine a virtual collection of ad tins, photos, facts, and stuff allfor sale!

Rules for kids
The rules that must be followed in Canada when pitching a product to kids.

Advertising Ethics
Read what the American Marketing Association has to say about what's right and what's wrong.

Advertising Law
Visit this University of  Texas site and view this college level site on advertising.

15 most Persuasive Words

Use proven words to guarantee results

The Language of Advertising Claims

Words with descriptive impact

Commercial Archive - See your favorite commercials!
 
 
 
 
 
 


Evaluation

Your work will be evaluated using this rubric.

4

3

2

1

0
Project (story boards, print ads, powerpoint) A presentation has been created that clearly and completely outlines the project. The presentation shows evidence of editing and revision. A presentation has been created that effectively outlines the project. The presentation shows evidence of editing and revision. A presentation has been created that outlines the project. The presentation shows some evidence of editing and revision. A presentation has been created that somewhat outlines the project. The presentation shows little evidence of editing and revision. No presentation has been created.

Appearance

 The presentation is colorful and appealing to viewers. Attention has been paid to fine details to enhance the project's appearance. The presentation is colorful and appealing to viewers. Some attention has been paid to fine details to enhance the project's appearance. The presentation is somewhat colorful and appealing to viewers. Little attention has been paid to fine details to enhance the project's appearance. Little effort has been made to make the presentation colorful and appealing to viewers. No attention has been given to fine details to enhance the project. The presentation if one has been completed, is simply thrown together will no attempt to make it colorful or appealing to viewers.
 

Graphics

 The project contains high quality and carefully chosen graphics that enhance the presentation. The project contains graphics that enhance the presentation. The project contains a few graphics that do little to enhance the presentation. The project contains few graphics that are of poor quality and do little to enhance the presentation. No graphics.

Mechanics and Spelling

 There are no mistakes in mechanics and/or spelling. There are only one or two mistakes in mechanics and/or spelling. There are several mistakes in mechanics and/or spelling. There are many mistakes in mechanics and/or spelling No project .

Content

 The presentation is a clear and complete advertisement. There is ample use of persuasive techniques. The presentation is a fairly clear and and complete advertisement. There is good use of persuasive techniques. The presentation is a good advertisement but it does not clearly show use of persuasive techniques. The presentation a good advertisement but it shows little use of persuasive techniques. No presentation, or the presentation is very poorly done .

 
 
 


Conclusion

After you have finished this project you will have begun to master advertising. Now you can sell someone... something.
 
 


Credits and references
Center for Media Literacy
University of Texas, Austin

Cleveland Municipal School District Standards
 
 
 
 

          Last updated on March 30, 2001. Based on a template from The WebQuest Page