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Advertising in Action

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Keywords: Flip Video, Advertising, Commercials
Subject(s): Video, Writing, English/Language Arts
Grades 9 through 12
NETS-S Standard:
  • Creativity and Innovation
  • Communication and Collaboration
  • Research and Information Fluency
  • Critical Thinking, Problem Solving, and Decision Making
  • Digital Citizenship
  • Technology Operations and Concepts
View Full Text of Standards
School: Skyline High School, Longmont, CO
Planned By: Short Veronica
Original Author: Short Veronica, Longmont
This unit takes several class periods to complete.

1. We begin our Advertising unit by watching “The Persuaders”, a Frontline documentary about the advertising industry.

2. After in depth discussion on the program, students will be given a handout and to go along with a Power Point presentation that explains the 16 most common advertising techniques used by the advertising industry.

3. As a class, we will watch and analyze numerous commercial advertisements and print advertisement to identify the persuasive techniques companies use to encourage consumers to buy their products.

4. We will analyze the pathos, ethos, and logos of these commercials, and well as determine their target audience.

5. After students have demonstrated an understanding of the advertising techniques employed by companies, they will be given the opportunity to create their own commercial.

6.The requirements for their commercial are as follows:a. Students may work in a group of 3-4 people.
--Total length of commercial should be 1-1:30 minutes.
-- Students must create detailed storyboards before they are given a camera.
--Students must create their own product. This does not mean inventing something new. They can advertise a glass-cleaning product for example, but they may not advertise Windex.
-- Students must employ at least 4-5 different advertising techniques.
--Evidence of ethos, pathos, and logos must be evident.
-- Students will write a paper explaining the ad techniques they used and how they came up with their commercial’s concept. Also, they will evaluate ad assess their own group’s work.
--Students must properly cite any music, images, etc. they utilize with commercial in correct MLA format.

7. Students will have 2-3 class periods to film their commercials

8. Students will be given 2-3 to edit their commercials together in the computer lab.

9. The Advertising Unit will conclude with presentations of students work.
Cross-Curriculum Ideas
This could also be used in Communications, Psychology
Materials: Video Cameras, Camera Bags, Video Tools