Liberal Studies: Advertising: We know what you want before you do!

Discuss these questions with your classmates:

How do you decide what items to buy? Complete the chart.

AdvertisingFriendsPopularityPriceOther

Clothes

Electronics

Car

Food

Restaurant

Think of two or three things that you would like to buy right now. (It doesnt matter if you can afford them or not). How do you find out about each one? Why do you want each one?

Predict:

Skim the two readings and make predictions. Which article or articles

Came from a newspaper? How do you know?

Will discuss advertising awards?

Will probably criticize advertising?

Will discuss a new kind of advertising technique?

Vocabulary:

Match the words with the meaning:WordMeaning

ControversialInvolving secret work within a community or organization, especially for the purposes of police investigation or espionage.

AwardsGiving rise or likely to give rise to controversy or public disagreement.

FalseNot able or likely to cause harm.

HarmlessA person who expresses an unfavourable opinion of something.

CriticsExisting in or as part of a tradition; long-established.

UndercoverA prize or other mark of recognition given in honour of an achievement.

TraditionalNot according with truth or fact; incorrect.

Choose two or three of the words from the vocabulary and make them into a sentence:

Reading 1:

Article: Will Anyone Notice the Shoes? - Hot Topics 2

Will Anyone Notice the Shoes?

New York- In 1997 the Candies shoe company introduced an ad that was very controversial. Some people thought it was funny. Other people thought it was in bad taste. The ad was a picture of Jenny McCarthy a TV star, sitting on a toilet wearing Candies shoes. Then in 2003 the company created another bathroom ad. This time they put American Idol winner Kelly Clarkson in the bathtub. Although some people thought the ads were offensive, they were offensive, they were effective. In fact, they worked so well that, in 2004, the company put the two ads together. Neil Cole, chief executive officer of Candies Inc., explains why they chose these ads. It is difficult to be noticed in advertising, he said, Our customers expect us to be creative. They also expect us to be famous people like Jenny McCarthy and Kelly Clarkson. They remember the ads and our company and thats good for us.

Reading 2:

Article: And the Winner Is - Hot Topics 2

And the Winner Is

Buy Cover Girl makeup. (You will be beautiful). Wear Nike sneakers. (You will be strong). Drive a Lexus. (You will be successful). Drink Budweiser. (You will be popular). Advertisings promises can seem harmless, but a group of critics, scholars and journalists argue that they arent. They have formed a group that they arent. They have formed a group called the Media and Democracy Congress. This group wants to teach Americans how influential advertising can be. In order to do this, they give advertisers awards for bad ds. The name of these awards, the Schmios, rhyme with the Clios- the Oscars of the advertising industry. Every advertising agency would like to win a Clio. No wants a Schmio.

Schmios are given for false advertising and for some ads that are just in bad taste. For example, TV star Jenny McCarthy won a Schmio a few years ago for an ad that pictures her sitting on the toilet and reading the Wall Street Journal. The National Rifle Association also won for its Eddie Eagle ads. Eddie is cute and cuddly and loves to teach kids about guns. He tells children, If you see a gun, STOP! Dont touch. Leave the area. Tell an adult, But critics think the NRA is sending another message. We gave Eddie Eagle a special award for the most effective contribution to our culture of violence, said Bianca Jagger, a Schmio presenter.

Shoe Company Nike was given a Lifetime Achievement award. Charles Kernaghan executive director of the National Labor Committee presented the award to the company that spends about $460 million a year on advertising around the world. He pointed out that many of Nikes ads show the empowerment of women. However, critics argue that Nike doesnt empower its workers particularly women. In fact, it treats them very badly. Their salaries are low and their working conditions are terrible.

Peter Zapf, an advertising expert and a member of the Clio board, defends the Clios. We honor advertising excellence, but not even he can completely defend his industry. Most advertising is bad, admits Zapf. Very few advertising companies respect the customers intelligence.

Comprehension:

Read the statements and write true (T) or false (F). If it is false please write the correct answer:

Reading 1:

Candies are shoes.

Jenny McCarthy and Kelly Clarkson are models

The bathroom ads made people buy more shoes

Young people didnt like these ads

Reading 2:

The Media and Democracy Congress gives awards for good advertising.

Advertisers want to win Schmios

The Candies shoe ad won a Clio

The Eddie Eagle ads won a Clio

Nike got a special award for helping its workers

Understanding Cohesion:

Who is they in each sentence? Write your answers below.

This time 1.they put American Idol winner Kelly Clarkson in the bathtub. Although some people thought the ads were offensive, 2.they were effective. In fact, 3.they worked so well that in 2003, the company put the two ads together. Neil Cole, chief executive officer of Candies Inc., explains why 4.they chose these ads, Our customers expect us to be creative. 5.They also expect us to use famous people like Jenny McCarthy and Kelly Clarkson. 6.They remember the ads and our company and thats good for us.

1.

2.

3.

4.

5.

6.

Writing:

Do you think that advertising is harmful or helpful to consumers? Why?

Introduction

Body: ProReason 1:Detail:

Reason 2:Detail:

Reason: 3Detail:

Body: ConReason 1:Detail:

Reason 2:Detail:

Reason: 3Detail:

Conclusion

Product Pitch Presentations

Directions:

Your task is to create a product pitch. For this assignment, you will invent your own product and choose a company to present the product pitch to.

Example: Edwin has developed a solar powered air conditioner called the Suncool, which he will pitch to Best Buy. Connie has invented an action figure toy that can go from slim to muscular based on how much you move his arms. The doll is called Body Builder Ben and she will pitch it to Toy R Us.

The following is a list of requirements and terms for assessment. Target audience and age rangeProduct name, function, price, descriptionA visual representation (can be drawings)Product claimsTarget Company and why the product would be an assetHow the product is necessary/unique

What is your product? Name? Function? Price? Description?

Who is your target audience? What is its age range?

What is your target company? Why would your product be an asset to that company?

Why is your product necessary and unique?