Extend pupils' media literacy skills through historic and state-of-the-art ads and campaigns Develop speaking and listening, independent thinking and functional literacy skills through engaging simulations, role-play and hands-on production work Debate the ethics and regulation of controversial, shocking or misleading advertising Write briefs and evaluations, plan campaign strategies, and create advertising texts across different media platforms Discuss the big issues - health, life-style, commercialism, online safety and more Discover the language, appeals and impact of charity and cause-related advertising Explore changes in the advertising industry in comic-strip format Investigate the relationship between advertising, social and cultural contexts, and technology Doing Ads on DVD Case studies on the language of branding: IKEA, Coke and Levi's Powerful cause-related and public information campaigns, from NSPCC to Make Poverty History The development of Lucozade from 1960s to today, and the challenges of web-based advertising A comic-strip guide to how an ad is made Interviews with an advertising director and a regulator Galleries of print advertising and student artwork
Arvustused
This superlative updated version of the EMC's classic Advertising Pack (which unbelievably first appeared fifteen years ago) is undoubtedly the Perrier of teaching advertising resources! There is material here suitable for all secondary ages, abilities and interests; be they the most able A Level students of Media, English Language, Sociology or Business, or the most hard-to-please Year 7 group who need something stimulating and active to develop their literacy skills. Paul Clayton, NATE Classroom, 2009 The most thorough, detailed and best researched resource about advertising I've seen. A huge range of tasks for all levels of ability. Enough material to last a teaching career. The detailed breakdown of the advertising process is second to none - no 'making of' documentary comes close. This resource will extend all Media Studies teachers - from the NQT to the gnarled veteran 20 years in the job. Well-structured, clearly organised and totally accessible. A worthy successor to The Ad Pack St John Starkie, Alexandra Park School The pack seamlessly integrates analysis with practical tasks reflecting the very best ways to engage students and enabling them to understand the processes of and constraints on media production - from print to audio-visual. The production tasks are adaptable and can be undertaken with a wide range of equipment, depending on the resources and time available. - the pack is a really good read for anyone interested in advertising and the industry that creates it. Its coverage of developments in the medium over the last decade or more is excellent, with investigations into online advertising aided by well-chosen examples of video click-throughs and viral ads, etc. - Like its predecessor, Doing Ads is a magnificent achievement in that it properly affords the medium a detailed historical context and encourages exploration of every key aspect of the industry with impressive scope and flexibility. It is without doubt a resource that no English and Media department can afford to do without. Rob McInnes, Head of Media, Forest Hill School
Muu info
Winner of Education Resources Awards: Best Secondary Resource or Equipment - non ICT 2009.
0. Ad-bites - Starting Points From the basics of branding to making a
pitch, these pick 'n' mix games and simulations will get your study off to a
flying start.
1. Reading an Ad From concepts of denotation and connotation
to branding, audience targeting and campaign strategy via sound, image and
typography, Ikea's 'A House or a Home' campaign introduces pupils to a
toolkit of media literacy skills and terminology.
2. Messages Which Matter
Three self-contained schemes of work around non-commercial advertising, with
a focus on citizenship and PSHE issues: i. Charity Advertising focuses on the
NSPCC 'Full Stop' campaign, illustrated by an interview with acclaimed
director Daniel Kleinman, and leads to a simulated campaign for an
anti-truancy charity ii. A Global Campaign explores the impact of 'Make
Poverty History' and construct a campaign for an issue of their choice
iii. Public Information Advertising investigates the role of government
information campaigns over time with case studies on 'Protect and Survive'
and anti-smoking strategies, including the British Heart Foundation's
'Artery' ad.
3. Inside the Industry Give pupils a real insight into the
industry behind the ads through cartoon-strips on how ads are made, and the
history of advertising; an investigation into online advertising; a case
study of the marketing of Lucozade since the 1950s; debates on adverts which
court controversy, regulation, responsibilities and ethics. Advanced
activities include interviews with Daniel Kleinman on storyboarding Guinness
and Lynx ads, XBox and viral advertising.
4. The Coke Side of Life How did a
soft drink come to stand for American values across the globe? And what's the
downside to the 'Coke Side of Life'? This unit takes pupils behind a global
marketing campaign, from its launch in the late 1800s via the 1980s 'Can't
Beat the Feeling' to the 'Happiness Factory' of the Noughties, as well as the
backlash against the 'Real Thing'. Advanced activities include detailed
histories of the Coke wars, and critical research into Coke's online presence
as well as its employment and environmental track record.
5. Studying Levi's
Back by popular demand, pupils explore Levi's mythology through 21 ads, from
the much-loved 80s 501 campaign, through the lean years of the 1990s to its
'Engineered' 21st-century repositioning. Advanced resources focus on
representational issues, BBH marketing strategies over time, and a critical
investigation of its web resources.
