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Consumerism

Advertising Analysis Project

Meme

Big Question: WHAT GUIDES OUR CONSUMER BEHAVIOR?

To what extent do the techniques used in advertising influence consumer attitudes about buying a product?

Advertising is nothing new in your world and is a huge part of your daily life. In fact, it could be argued that teens are some of the most ad-targeted people on the planet. Part of being an individual member of an economy is the understanding that producers have to sell products to consumers to stay in business, and that they have to compete for your business. Here is your opportunity to look a little deeper into advertising techniques and how they impact our consumer choices.

Part A: Part A: Demonstrate your ability to inquire (research) persuasive marketing/advertising techniques.

Task: Research the persuasive techniques that marketers use to get us to want to buy a product or service. You need to list and explain at least 10 techniques used by marketers. This will be handed in with part B of this project.

Resources: internet and online textbook (on d2l)

Part B: Demonstrate the ability to communicate your understanding of marketing and advertising techniques and the influence on our consumer behaviours.

You have the choice of completing one of four assignments:

1. As an individual: Find a persuasive advertisement that is either on the internet or from print material. Create a presentation that does the following:

-shows the advertisement.

-discusses the target audience

-Explains the persuasive technique(s) used to sell the product or service

-discusses the hidden message. This is what the advertisement is trying to sell us other than the actual product or service (eg: an image, a future, youth, etc.)

-discusses the impact of marketing on our consumer behaviours.

2. As an individual: Create a Meme on the subject of the influence of advertising on our consumer behavior. Memes can say a lot about society and open up windows for discussion. This will be the objective of your meme. On the back of the meme, please explain in detail the message intended through the meme.

3. As an individual or group of 2 -4: Create a parody of an existing advertisement. This can be produced on paper or digitally (individual), or as a video (groups of 2-4).

A parody is a form of satire that mimics another piece of work. The purpose of the parody is to expose, ridicule, or draw negative attention to something about the original ad (the persuasive techniques and hidden message). There are many parodies of advertisements that already exist. Please note that you must create something original, which can be challenging. You must also have a real understanding of the advertisement’s hidden message(s) and its persuasive techniques in order to do this well.

4. As a group of 2 or 3: Create a Public Service Announcement educating the public about the impact of persuasive marketing/advertising on society.

First, look at examples of public service announcements on the web. A good one for this topic is “the house hippo”.

Produce a 30 second - 1 minute Public Service Announcement using your knowedge and understanding about the persuasive techniques used to get us to consume more. Remember…THE PURPOSE OF A PSA. IS TO MAKE THE PUBLIC AWARE OF A PROBLEM OR AN ISSUE. Prepare a VIDEO SCRIPT and present to the teacher before filming with the IPAD.

Exanple of Video Script:

|Title |Which Friend Would You Be? |

|Topic |Preventing drinking and driving |

|Description |Three friends are partying: one is about to drive after drinking too much, one is impatient to be on |

| |his way, and one sober friend is trying to take the keys.  A voice over asks, Which friend would you |

| |be? |

|Tag Line |“Be there for your friends. Let your friends be there for you. DON'T DRINK AND DRIVE.” |

| |For more information on what you can do to prevent drinking and driving visit madd.ca |

|

Rubric

 

Categories |Level One

|Level Two

|Level Three

|Level Four

| |Research & Inquiry | |Demonstrates inquiry into persuasive marketing techniques |- limited understanding of persuasive techniques |- basic understanding of persuasive techniques |- considerable understanding of persuasive techniques |- thorough understanding of persuasive techniques | |Communication | |Organizes information |- limited organization of presentation. |- basic organization of presentation |- considerable organization of presentation |- thorough organization

of presentation | |Communicates understanding the impact of marketing on our consumer behaviours in an informed and /or persuasive manner. |- limited understanding of the impact of marketing on our consumer behaviours |- basic understanding of the impact of marketing on our consumer behaviours |- considerable understanding of the impact of marketing on our consumer behaviours |- thorough understanding of the impact of marketing on our consumer behaviours | |

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