Course Title: Graphic Design & Illustration
Session Title: Powerful Words
Lesson Duration: Approximately 1-2 weeks
[Lesson length is subjective and will vary from instructor to instructor]
Performance Objective:
Upon completion of this assignment, the student will be able to select powerful words for advertising projects.
Specific Objectives:

Discuss the power of words.

List common power words.

Analyze common power words.

Create power word slogans for specific items.

Evaluate slogans.
Preparation
TEKS Correlations:
130.88 (c)(1)
The student applies academic knowledge and skills in art and design projects. The student is expected to:
(A) apply English language arts knowledge and skills by demonstrating use of content, technical concepts, and vocabulary; using correct grammar, punctuation, and terminology to write and edit documents; and composing and editing copy for a variety of written documents such as brochures, programs, posters, flyers, and magazine covers;
130.88 (c)(2)
The student understands professional communications strategies. The student is expected to:
(A) adapt language for audience, purpose, situation, and intent such as structure and style;
(C) interpret and communicate information, data and observations;
(E) apply active listening skills; and
(F) listen to and speak with diverse individuals.
130.88 (c)(8)
The student applies ethical decision making and understands and complies with laws regarding use of technology in graphic design and illustration. The student is expected to:
(E) analyze the impact of the advertising and visual communications design industry on society, including concepts related to persuasiveness, marketing, and point of view.
Instructor
References:
 http://www.stanford.edu/class/linguist34/Unit_09/words.htm
 http://www.stanford.edu/class/linguist34/Unit_07/words.htm
AAVTC: Graphic Design & Illustration: Powerful Words
Copyright © Texas Education Agency, 2011. All rights reserved.
1

Instructional Aids:

Powerful Words Slide Presentation

Powerful Words Worksheet

Powerful Words Rubric
Materials Needed:

Magazines

Pre-selected ads

Movie advertisements

Pencils

Paper

Dictionary

Thesaurus
Equipment Needed:

Slide show projection equipment
Learner
Awareness of effectiveness of powerful words in his or her life.
Introduction
MI Introduction (LSI Quadrant I):
Show the following video from http://purplefeather.co.uk/ or one similar and discuss these talking points:

Sticks and stones may break my bones but words will never hurt me.

Words may encourage, incite, anger, motivate, and offer joy, peace, and numerous other tie ins.

Words may be truthful.

Words may be lies.

Words are powerful tools.

It is important to use words wisely.
Outline
MI Outline (LSI Quadrant II):
I. List common power words.
A. Persuasive words:
1. suddenly, now, introducing, sensational, bargain, miracle, magic, quick, easy
B. Words directed toward children:
1. free, new, now, remarkable, magic, offer, quick, challenge, hurry, last chance
C. Adjectives used most often in advertising:
1. new, good, free, fresh, delicious, full, sure, clean , special, big, easy, bright,
Instructor Notes:
This is a great opportunity to discuss ethics and the ethical use of persuasive words, phrases, or even “small print.” (i.e. FREE PHONE with two year contract
)
AAVTC: Graphic Design & Illustration: Powerful Words
Copyright © Texas Education Agency, 2011. All rights reserved.
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MI extra, safe, rich
D. Verbs used most often:
1. make, get, give, have, see, buy, come, go, know, keep, look, need, love, use, feel, like, take, taste
II. Analyze common power words.
A. What senses are involved with these words?
B. What feelings do these words evoke?
C. Do feelings change with the age of the viewer?
III. Create power word slogans for specific items.
A. Consider the audience
B. Consider the message
IV. Evaluate slogans.
A. Age appropriate
B. Ethical
C. Motivating effect
(Application
Guided Practice (LSI Quadrant III):
This is also a great time to discuss the use of creating urgency through time limits
(the next five minutes), or limited number of opportunities (the next 20 people).
Using one item, allow the class to create slogans for all ages.
This is a classroom interactive experience.
MI Independent Practice (LSI Quadrant III):
Using a list of objects given to you, create 20 slogans using powerful words.
Direct 10 of these toward children under 10, 5 toward teens, and 5 toward adults.
Understand that adults of varying age groups have different demands as well.
Take one item and address ages 20-35, 40-55, and 60 and older, using words directed toward their specific place in life.
These slogans will be presented to the class.
Summary
MI Review (LSI Quadrants I and IV):
Words can hit like a hammer.
Words can soothe like a balm.
Words can encourage and entice, and offer truth or fiction.
Awareness of word choice and use can make a difference in product presentation and sales.
AAVTC: Graphic Design & Illustration: Powerful Words
Copyright © Texas Education Agency, 2011. All rights reserved.
3

MI
MI
Evaluation
Informal Assessment (LSI Quadrant III):
The teacher monitors individual/group progress as students work on activities, and provides individual help/redirection as needed.
1. Ongoing evaluation by the instructor (the instructor may wish to develop a rubric on this)
2. Classroom critique
3. Information repeated, restated as needed
Formal Assessment (LSI Quadrant III, IV):
Teacher evaluation of the list of slogans created by the student.
Teacher evaluation of the presentation by the student.
Class critique and discussion.
Extension
MI Extension/Enrichment (LSI Quadrant IV):
Create other slogan creations.
Create a database of powerful words to use in future advertising projects.
AAVTC: Graphic Design & Illustration: Powerful Words
Copyright © Texas Education Agency, 2011. All rights reserved.
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Name_______________________________
Words I like: Words I don’t like:
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Words that create excitement: Words that seem boring:
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AAVTC: Graphic Design & Illustration: Powerful Words
Copyright © Texas Education Agency, 2011. All rights reserved.
5

Criteria
0 1-9 10-19 20-25
Total Score_________________
AAVTC: Graphic Design & Illustration: Powerful Words
Copyright © Texas Education Agency, 2011. All rights reserved.
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