Lesson Topic: Advertisements/ Marketing Grade level: 11th Length of lesson: 60 minutes

Stage 1 – Desired Results

Content Standard(s):
IDOE Standards
11-12.SL.3.2: Evaluate a speaker’s point of view, reasoning, and use of evidence and rhetoric, assessing the stance, premises,
links among ideas, word choice, points of emphasis, and tone used.
11-12.SL.4.2: Create engaging presentations that make strategic and creative use of digital media (e.g., textual, graphical,
audio, visual, and interactive elements) to add interest and enhance understanding of findings, reasoning, and evidence.
11-12.M.2.1: Evaluate the intersections and conflicts between visual and verbal messages, and recognize how visual
techniques or design elements carry or influence messages in various media.
Understanding (s)/goals Essential Question(s):
Students will understand: What makes advertisements “work”/ influence me?
What makes a persuasive/ compelling advertisement. How can I make advertisements that influence others?
How to format an advertisement (verbally and visually)
Student objectives (outcomes):
Students will be able to:
Identify language commonly used in advertisements
Create her own advertisement for a specific purpose (to fundraise for her mission trip)
Stage 2 – Assessment Evidence
Performance Task(s): Other Evidence:
Create advertisement Review different types of advertisements and
distinguish “advertising language.”
Stage 3 – Learning Plan
Learning Activities:

Time Teacher Will Be: Students Will Be: Rationale:

15 min. Ask warm-up question: what
words do you associate with
“advertising’? How many
different ways can you advertise?
Use photos below (in ppt/ printed
in color) to spur discussion.
15 min. Choose 3 different types of advertisement we discussed and brainstorm
what made them effective: what words/ photos/ colors were especially
powerful for you? Why?
20 min. As she brainstorms/ sketches, ask:
why are you using that color?
What marketing technique are
you utilizing? Why did you
choose that one? Who do you
think will respond well to this ad
and why?
10 min. Show Ariyana how to utilize
(if time Canva/ the different capabilities/
allows) design tools it has. Ask how this
digital tool might be more/ less
effective that a hand-drawn
advertisement/ something made in
Word/ simply asking people to
buy a product/service
Draw a mind map to connect these
different words/ types of
advertisement
Sketch some possible designs/
slogans/ logos for your own ad
purposes (raising $ for mission trip)
using the techniques we discussed
earlier
Work to create advertisements in
Canva—use multiple layouts (social
media, poster/ flyer, newsletter, etc.)
Why did she choose these layouts
over others?
Figure out Ariyana’s
understanding of advertising/
get thoughts/ conversations
flowing surrounding this
topic
This fulfills 1st and 3rd
standards listed above:
discuss verbal/ visual
connections and why these
advertisements were effective
(POV, evidence, tone, etc.)
This fulfills 2nd standard,
while pushing Ariyana to
think consciously about the
visual/ verbal choices she is
making.
Use of digital media makes
this lesson much more
relevant/ exciting for
students. Additionally,
understanding how to use
digital media is an essential
21st-century skill.
 Reflection: What did I learn through teaching this lesson? What do I want to remember the next time I teach this
lesson? How will assessment data from today’s lesson impact tomorrow’s teaching?
I loved planning this lesson so much more than the first. Obviously, having a concrete purpose when planning
makes every planning component so much easier to flesh out. However, I noticed that my preferred mode of
assessment is discussion, and Ariyana was incredibly tired, so discussions didn’t really occur. Also, I think the
next time I plan a discussion, I need to have more concrete list of questions. I found myself asking the same
questions a few times in an attempt to draw out more conversation.

Perhaps I should have done more scaffolding/ allotted more time for the “warm up” question/ advertisement
example PowerPoint, and then Ariyana might have had more ideas about how to design an ad. I think the reason I
flew through the PowerPoint without explaining everything was because I didn’t want to sound demeaning or
assume Ariyana knew less than she actually did. However, I never assessed her previous advertising/ design/
marketing experiences, so I had no idea what would sound demeaning to her.

I noticed Ariyana didn’t really want to draw an advertisement like I asked, and she seemed a little hesitant to start
designing… I also found myself getting impatient with her attention to detail simply because I knew how little
time we had left to complete the lesson, and I was desperately trying to figure out how to make sure she got
something out of the lesson.

After completing this reflection, I realize how disappointed I was in how my lesson played out. I was really
expecting great success in this session because of how much easier planning was this week, but that wasn’t the
case.

Inspiration: https://www.canva.com/learn/design/teaching-materials/market-product/

Different Marketing Techniques:

 Bandwagon

o
o https://tvtropes.org/pmwiki/pmwiki.php/Main/BandWagonTechnique
o https://www.richbeganyphoto.com/tearsheets/maybelline-favorite-mascara/
 Emotional appeal (humor, fear, sadness)

o http://persuasion-and-influence.blogspot.com/2014/01/a-little-guilt-can-go-long-way.html
o http://www.mcngmarketing.com/17-funny-advertisements-to-tickle-your-funny-bone/#.W61SemhKhnI
 o https://www.askideas.com/wed-love-to-be-sitting-on-your-face-funny-ray-ban-advertisement/
 Loaded Words

o
o https://propaganda2a.weebly.com/glittering-generalities.html
o https://mrbslasite.wordpress.com/2016/02/12/persuasive-techniques-in-advertising-a-webquest/
o https://www.coloribus.com/adsarchive/outdoor/ben-jerrys-with-90-more-uhmmmmmm-10724305/
 Repetition

o
o http://blog.visme.co/visual-advertising-techniques/
o https://www.thoughtspacedesigns.com/blog/post/tips-to-creating-a-successful-brand-identity/
o http://blog.visme.co/visual-advertising-techniques/
 Testimonial

o
o https://www.pinterest.com/pin/311452130454835338/?lp=true
o https://oncarrot.com/blog/6-testimonial-types-real-estate-advertising/
o http://blog.visme.co/visual-advertising-techniques/
 Cause Marketing: Find a cause both you and your customers care about

o
 https://news.starbucks.com/facts/starbucks-marks-world-aids-day-with-red
 http://thedrknowitall.blogspot.com/2010/04/pepsi-do-some-good.html
Refer to this infographic for (very basic) design help: