As far as the eye can see

Teacher Liz Molony

YEAR	LEVEL	DURATION
9-10	4-6	3 weeks

Achievement Objective Being Assessed	Learning Outcomes
Viewing	View a variety of television advertisements analysing visual and verbal features and how these are combined to communicate ideas.
Processes
Thinking critically	Discuss how visual and verbal features are combined to promote certain values/desires in a modern society.
Supporting Achievement Objective	Learning Outcomes
Transactional Writing	Write a coherent essay which expresses and argues a viewpoint about a chosen marketing strategy, linking main and supporting ideas and structuring material in an appropriate style.
Interpersonal Speaking	Speak confidently and clearly to communicate ideas and opinions in small groups and to the rest of the class.
NCEA Link
Assessment:	Formative
Achievement Standard:	AS90056 (English 1.5): View/listen to, study and understand a visual or oral text.

Introduction

The aim of this unit is to help students to analyse TV advertisements. Students will view a selection of TV advertisements leading to a summative assessment based on an unseen advertisement. In the past I have used Coca Cola's marketing strategy as a focus for my unit but any selection of narrative type advertisements would be effective. It is a good idea to gather as many similar advertisements for the students to study as possible.

Background reading

Teaching and learning activities

Select and adapt these learning activities to best meet the needs of your students, and to fit the time available:

Learning task 1

Learning task 2

Learning task 3

Assessment

The summative assessment is for students to use the knowledge gained from viewing a selection of advertisements and complete a test on an advertisement previously not viewed in class.
Make sure that students can clearly see the screen. I use an entire period of 50 minutes and in this time play the advertisement through 6-8 times. It helps if you have a copy with the ad continuously recorded. There are no fast and hard rules about how many times the ad should be shown - use your professional judgement.

exemplar99 (RTF 2KB)
exemplar98 (RTF 2KB)

assessment (RTF 3KB)

and/or use this Assessment Resource Bank test based on a Coca Cola advertisement.