Web Ad-diction
Teacher Amber Lloyd
| YEAR
|
LEVEL
|
DURATION
|
| 10
|
4-6
|
2 weeks
|
| Achievement Objective Being Assessed
|
Learning Outcomes
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| Viewing
|
Respond to and interpret ideas and effects describing how verbal, visual and sound features are combined to advertise on the Internet.
|
| Processes
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| Thinking Critically
|
Discuss how visual, sound and verbal features are used and/or combined to promote a product or service on the Internet.
|
| Supporting Achievement Objective
|
Learning Outcomes
|
| Transactional writing
|
Write coherently linking ideas and supporting evidence 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 show understanding of a visual or oral text.
|
Introduction
The aim of this unit is to get students to become more aware of and to be more critical of the advertising they are exposed to on the Internet. For large parts of this unit students will need access to the Internet. Although this unit is based on Internet advertising, it could easily be adapted to use as part of a general advertising study.
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
Assessment
The summative assessment is for students to use the knowledge gained over the past two weeks to complete a written response to an advertisement of their choice previously not viewed in class. This
activity (RTF 6KB)
is flexible, you can get students to complete it individually or in pairs or in small groups. They could complete it during class time or at home, but they will need to have access to the Internet.
Assessment Schedule: Achievement criteria for AS90056 (English 1.5)
exemplar (RTF 8KB)
It would be helpful to show this advertisement and exemplar to the students before they start. If necessary do another example with them.
The exemplar used here is an example of achievement with excellence. You can see from the answers that the student shows an understanding of the text, includes perceptive responses explaining the significance of the features chosen and uses supporting evidence.
Resources
Electronic
Follow up
This unit leads naturally into students producing their own advertisements.
You are an internet ad executive working for the advertising agency Ad.On who must design an ad for a new sports drink
You must:
- Give the product a name
- Design an ad for the internet using at least 4 visual features and 2 verbal language features
- Be sure to include at least one feature specific to internet ads
This website
has some helpful hints about designing an advertisement.
