Course Title: Graphic Design & Illustration
Session Title: Truth in Advertising
Lesson Duration: Approximately 4-5 days
[Lesson length is subjective and will vary from instructor to instructor]
Performance Objective:
Upon completion of this assignment, the student will be able to create an advertisement that complies with FTC regulations.
Specific Objectives:
1. Define terms associated with the lesson.
2. Analyze various advertisements.
3. Discuss regulation of advertising for truthfulness.
4. Identify and discuss consequences of deceptive advertising.
5. Create truthful ads.
6. Evaluate advertisements based on established criteria.
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.
(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.
(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.
(11) The student develops an increasing understanding of graphic design and illustration. The student is expected to:
(C) interpret, evaluate, and justify design decisions;
(D) conduct oral or written critiques of designs by
(i) applying a critical method of evaluation;
(ii) communicating an oral or written defense; and
(iii) evaluating oral or written feedback.
(F) employ a creative design process to create original two – or three-dimensional projects by:
(i) creating designs for defined applications;
AAVTC: Graphic Design & Illustration: Truth in Advertising
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(ii) applying elements of design;
(iii) applying design principles and typography; and
(iv) using good composition.
Instructor/Trainer
References:
 http://www.ftc.gov
Instructional Aids:

Truth in Advertising Slide Presentation

Truth in Advertising Checklist

Truth in Advertising Grading Rubric
Materials Needed:

Magazines

Newspapers

Grocery ads

Publications with ads

Copies of Federal regulations from the Federal Trade Commission (Internet) and local and state regulations.
Equipment Needed:
Computer and projector for slide presentation.
Learner
Experience with basic design concepts; completion of the Focal Point in Advertising lesson would be beneficial (http://www.cte.unt.edu/arts/curriculum-graphic.html).
Introduction
MI Introduction (LSI Quadrant I):
ASK: Have you ever felt like an advertisement caused you to purchase a product that did not live up to the hype in the ad? [Allow students to briefly share stories.]
ASK: Are you aware that advertising must be truthful?
SAY: Advertisers must have evidence to back up their claims. The Federal Trade
Commission states that an ad is deceptive if it contains statements or omits information that misleads or influences someone to make a purchase. An ad is unfair if it causes injury or is not outweighed by its benefits.
AAVTC: Graphic Design & Illustration: Truth in Advertising
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Outline
MI Outline (LSI Quadrant II):
I. Define terms associated with the lesson:
A. FTC
B. Subliminal
C. Deceptive
D. Endorsement
E. Claim
F. Civil penalty
II. Analyze various advertisements
A. Examine what makes a good ad
B. Examine what makes a bad ad
C. List the basic qualities of a good ad —visual, verbal, focal point, text, font selection, effective use of white space, color….
D. What is the eye appeal?
E. Note honesty
F. Note shadowy truths
G. Questions to consider:
1. How can it be restated to make it not true and more interesting?
2. How can it be restated to make it
TRUE and boring?
3. How can it be restated to make it
TRUE and INTERESTING?
III. Discuss regulation of advertising for truthfulness.
A. FTC website: http://www.ftc.gov
is updated daily
B. Discuss FTC regulations
C. Subliminal advertising is considered deceptive
D. The word “new” should only be used for a six-month period
E. Ads on the internet fall under the same rules
F. Endorsements must be true
G. Children’s products are under close watch
H. Discuss evidence the advertisers must have:
1. letters from consumers to back claims
2. proof that what is said is true
IV. Identify and discuss consequences of deceptive advertising.
A. Cease and desist
Instructor Notes:
Use the slide presentation to define terms.
This is a good time for the instructor to review basic design principles.
Use the slide presentation to review advertising regulations.
Distribute and discuss the
Checklist for Truth in
Advertising.
The internet is packed with fast-paced ads competing for attention using claims that
AAVTC: Graphic Design & Illustration: Truth in Advertising
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B. Civil penalties
C. Corrective ads
D. More
—money
V. Create a creative/appealing final product.
A. Questions to consider:
1. How can the truth be exciting?
B. Other broad concepts/considerations:
1. The ad must have a catchy phrase and a punch
2. The ad must be truthful
3. The ad must use color well
C. Say what you mean and place it on the page in an eye-catching manner
VI. Evaluate projects.
A. Creativity/Appeal
B. Truthful message
C. Effective use of design elements
D. Neatness
E. Completeness are over the top ( “Lose 20 pounds in three days!
”) or have the urgency factor of getting the product in the next five minutes. Have students find and discuss those ads on the internet using the checklist provided.
Discuss ideas in terms of broad concepts before providing students with the evaluation criteria and examples of finished projects.
Show examples of completed projects if available to talk through evaluation criteria.
Application
MI Guided Practice (LSI Quadrant III):

In small groups select three ads.

Rewrite the heading to reflect complete honesty without using a sales pitch.

Rewrite the heading again to reflect a little twist and a lie.

Share with the large group.
MI Independent Practice (LSI Quadrant III):

Using magazines or newspapers, find a total of five ads – one each directed toward the following audience groups: children, teens, young adults, middle adults, and older adults.

Rewrite each ad to present the information truthfully – disregarding sales pitch.

Rewrite each ad again without any regard for any truth.

Select one truthful ad and create a new campaign piece (understanding you do not have all the consumer research)
AAVTC: Graphic Design & Illustration: Truth in Advertising
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Summary
MI Review (LSI Quadrants I and IV):

What does FTC stand for?

What is the role of the FTC in advertising?

What is the penalty for false advertising?

What evidence is required to support advertising?

Why do you think it is important to be honest in ad creation?
Evaluation
MI Informal Assessment (LSI Quadrant III):

The teacher will monitor student progress and assess understanding during class discussions and independent practice. Individual redirection should be provided as needed.
MI Formal Assessment (LSI Quadrant III, IV):

Class critique and discussion of advertisements. Use the rubric as the basis of discussion and for evaluating projects.
Extension
MI Extension/Enrichment (LSI Quadrant IV):

Students can research political advertising campaign pieces to determine the truthfulness of the ads.

Students can interview advertisers or political campaign advisors regarding truthfulness in advertising.
AAVTC: Graphic Design & Illustration: Truth in Advertising
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1. Does the ad sound reasonable? (Lose 20 lbs in two days.)
No = questionable
2. Can the claims be easily verified? (Preferred by the Dallas Cowboys)
No = questionable
3. Is the company a well-known or recognized company? (Verizon vs unknown)
No = questionable
4. Is the spokesperson a well-known celebrity or public figure? (Or unknown or obscure)
No = questionable
5. Is there urgency tied to the ad in regard to buying something? (In the next 10 minutes!)
Yes = questionable
6. Is there already an established product similar to the advertised product? (Advil-like)
Yes = questionable
7. Do they have clear contact information? (Or only web)
No = questionable
8. Are they a member of the Better Business Bureau? (Will usually have a logo)
No = questionable
9. Do they mention how long the company has been in existence? (20 yrs. of service)
No = questionable
10. Was the ad seen on a street corner, late-night infomercial, or obscure internet site?
Yes = questionable
AAVTC: Graphic Design & Illustration: Truth in Advertising
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Criteria Exceptional Above Average Below Average Unacceptable Points
Completeness
(30 pts)
Design elements
(10 pts)
Truthfulness
(30 pts)
Creativity
(20 pts)
Technical skill
(10 pts)
25-30 points
All elements included (quality list, 3 design concepts, final advertisement).
9-10 points
All design elements are appropriately applied.
25-30 points
Message is clear, truthful, and effective.
Message is clear and truthful, but ineffective.
18-20 points
16-24 points
Final advertisement is complete, but quality list or design concepts are incomplete.
5-8 points
3-4 design elements are appropriately applied.
16-24 points
Design ideas are original in thought and exceptionally creative.
Design ideas are somewhat original and creative.
Limited evidence of creativity and originality in thought.
9-10 points
Professional project.
Drawing level is appropriate and all products are neat and professionally presented.
10-17
5-8 points
1-15 points
List and design concepts are complete, but final advertisement is incomplete.
1-4 points
1-2 design elements are appropriately applied.
1-15 points
Message is effective but needs some clarification or is deceptive.
1-9
1-4 points
Drawing level is appropriate, but there are smudges or rough edges on the final products.
Drawing level is inappropriate but the products are neat.
0 points
None of the parts of the project is complete.
0 points
No evidence of application of design elements.
0 points
Message is unclear, deceptive, and ineffective.
0 points
No evidence of attempted creativity or originality in thought or execution of project.
0 points
Project is unprofessional.
Drawing level is inappropriate and there are smudges, stains, creases, torn edges, etc. on the final products.
Total_______________
AAVTC: Graphic Design & Illustration: Truth in Advertising
Copyright © Texas Education Agency, 2012. All rights reserved.
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