Lesson Plan
Course Title:
Professional Communications
Session Title: Communication Strategies & Technical
Writing: Advertising, Marketing, & Propaganda
Techniques – Part I
Lesson Duration: Approximately two 90-minute class periods
[Lesson length is subjective and will vary from instructor to instructor]
Performance Objective:
Upon completion of this assignment, the student will be able to use a propaganda technique to
design a basic print advertisement.
Specific Objectives:
1. Define terms associated with the lesson.
2. Identify different types of advertising appeals.
3. Compare and contrast advertising and traditional propaganda.
4. Identify and discuss advertising and propaganda techniques.
Preparation
TEKS Correlations:
§130.99 (c)
(1) The student applies English language arts in professional communications projects. The
student is expected to:
(A) demonstrate use of content, technical concepts, and vocabulary;
(B) use correct grammar, punctuation, and terminology to write and edit documents; and
(C) identify assumptions, purpose, outcomes, solutions, and propaganda techniques.
(2)
The student applies professional communications strategies. The student is expected to:
(A) adapt language for audience, purpose, situation, and intent;
(C) interpret and communicate information, data, and observations; and
(E) apply active listening skills.
(8)
The student applies ethical decision making and understands and complies with laws
regarding use of technology in communications. The student is expected to:
(C) analyze the impact of communications on society, including concepts related to
persuasiveness, marketing, and point of view.
Instructor/Trainer
References:
1. McGraw-Hill. (2000). Communication applications, (Teacher’s Wraparound Ed.). New
York, NY: Glencoe/McGraw-Hill.
2. Dictionary.com, (http://dictionary.cambridge.org/)
3. FTC website: http://www.ftc.gov
Instructional Aids:
1. Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda
Techniques digital slide presentation
2. Advertising, Marketing, & Propaganda Techniques Key Terms
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
1
3. Print Advertisement Instructions
4. Advertisement Example: “Guess Who’s Coming to Dinner?”
5. Product/Business Print Advertisement Rubric
(Note: Teachers may need to adapt rubric terminology and elements to fit the course
materials)
Materials Needed:
1. Pen/Pencil (one per student)
2. Old Magazines (one per student)
3. Construction/computer paper (two per student)
4. Glue, scissors, tape, markers, colors, etc.
Equipment Needed:
1. Projector for digital slide presentation
2. Computers with the following capabilities:
• Internet access
• Desktop publishing software
• Graphic design software
• Media Player
• Video editing software
Learner
None.
Introduction
MI
Introduction (LSI Quadrant I):
ASK: What is your favorite cereal? Why? Can you remember what first influenced
you to ask for or try that particular cereal?
[Allow time for student responses. Try to guide the discussion around to
some form of advertising they saw such as a commercial or the packaging on
the box as the major influence on their decisions.]
NOTE: You can replace “cereal” with a number of other things such as
“soda,” “candy,” “cookie,” “pizza,” “hamburger,” etc.
SAY: Every day we make decisions about a variety of things, such as what to eat,
where to shop for food and clothing, what type of car gives the best gas
millage, which college has the best degree plan, or where to go for vacation.
Advertising and marketing incorporates skillful communication strategies and
technical writing to persuade your daily decisions. Just open a magazine or
turn on the television and you will be overloaded with advertisements.
SAY: In this lesson we will learn about advertising and marketing. We will examine
propaganda techniques and how they can influence your decision making.
Outline
MI
Outline (LSI Quadrant II):
I. Define terms associated with the lesson.
Instructor Notes:
Distribute the list of key
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
2
A. Marketing
The act of buying or selling in a market. Includes
all of the activities involved in the transfer of goods
from the producer or seller to the consumer or
buyer.
B. Advertising
The act or practice of calling public attention to
one's product, service, need, etc., especially by
paid announcements in newspapers and
magazines, over radio or television, on billboards,
etc.
C. Propaganda
A form of communication that is aimed at
influencing the attitude of a community toward
some cause or position so as to benefit oneself
usually giving only one side of an argument or
only partial information.
terms and briefly
discuss each of the
terms.
Use the Advertising,
Marketing, &
Propaganda Techniques
slide presentation to
further discuss terms
and key points of the
lesson in greater depth.
Have students use
desktop publishing
software to create a
document to record
additional notes as you
cover the content.
II. Compare and contrast advertising and traditional
propaganda.
A. Propaganda is generally an appeal to emotion, not
intellect.
B. Advertising is governed by Federal Trade
Commission (FTC) regulations that require
advertising to be truthful.
C. Both advertising and propaganda appeal to
emotions.
D. Similar techniques are used in advertising and
propaganda.
III. Identify and discuss advertising and propaganda
techniques.
A. Propaganda Techniques
Methods and approaches used to spread ideas
that further a cause – a political, commercial,
religious, or civil cause.
B. Bandwagon
Persuading people to do something by letting
them know others are doing it.
C. Testimonial
Using the words of a famous person to persuade
you.
D. Transfer
Using the names or pictures of famous people but
not direct quotations.
E. Repetition
The product name is repeated at least four times.
F. Emotional Words
Words that will make you feel strongly about
someone or something.
Use a magazine to show
different types of
advertisements. Point
out how many ads can
be found in a magazine.
Have the class guess
which advertising
propaganda technique is
being used as you go
through the magazine.
This is a great way to
check for understanding
and reinforce material.
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
3
G. Name Calling
This technique consists of attaching a negative
label to a person or a thing. People engage in this
type of behavior when they are trying to avoid
supporting their own opinion with facts. Rather
than explain what they believe in, they prefer to try
to tear their opponent down.
Application
MI
Guided Practice (LSI Quadrant III):
Part 1:
• Hand out materials to students: magazines, construction/computer paper,
scissors, glue, map colors, markers, etc.
• Have the students do a magazine search for advertisements that demonstrate
one of the advertising/propaganda techniques.
• Instruct the students to cut and paste their findings onto their
construction/computer paper.
• Have students label which technique is being used.
• Students may use their neighbor/classmates for help.
Part 2:
• Bring students back together as a large group to discuss findings in Part 1.
• Discuss the elements of the various advertisement examples identified by
students as well as the technique used.
• Model a comprehensive discussion and once students seem to have a good
grasp of the flow of the discussion, allow students to lead the discussions.
• Direct the conversation toward designing an advertisement.
NOTE: Teacher can determine how many ads students will collect; assignments may
be submitted for a completion grade.
MI
Independent Practice (LSI Quadrant III):
Using the graphic design software of their choice, students will apply one of the
propaganda techniques covered in class to create a unique print-based
advertisement promoting a product/business.
The advertisement must meet the requirements listed on the assignment handout.
Summary
MI
Review (LSI Quadrants I and IV):
Q & A Session
Q: What is Marketing?
A: The act of buying or selling in a market. Includes all of the activities involved in
the transfer of goods from the producer or seller to the consumer or buyer.
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
4
Q: What is Advertising?
A: The act or practice of calling public attention to one's product, service, need, etc.,
especially by paid announcements in newspapers and magazines, over radio or
television, on billboards, etc.
Q: What is Propaganda?
A: A form of communication that is aimed at influencing the attitude of a community
toward some cause or position so as to benefit oneself often only giving one side of
an argument or partial information.
Q: What are the six advertising and propaganda techniques?
A: Bandwagon, testimonial, transfer, repetition, emotional words, name calling
Q: Give some examples where these techniques are used?
A: Magazine ads, television ads, billboards, political campaigns
Q: Why is it important to understand the use of propaganda techniques?
A: So that we can make better decisions
Evaluation
MI
Informal Assessment (LSI Quadrant III):
•
•
MI
Teacher will circulate through lab as students work on the magazine search to
redirect / reteach as necessary.
Teacher will observe student work during the completion of the print
advertisement.
Formal Assessment (LSI Quadrant III, IV):
•
•
Use rubric to evaluate projects.
Reflection Activity:
Write a short paragraph describing how learning to recognize propaganda
techniques can help consumers when it comes to purchasing items.
Extension
MI
Extension/Enrichment (LSI Quadrant IV):
•
•
•
Have students extend research on the similarities and differences between
advertising and propaganda.
Have students research Federal Trade Commission regulations for advertising
and advertisers.
Have students write a 30-second commercial spot for their product/business.
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
5
Advertising, Marketing, & Propaganda
Techniques
KEY TERMS
1. Marketing
• The act of buying or selling in a market. Includes all of the activities involved in
the transfer of goods from the producer or seller to the consumer or buyer.
2. Advertising
• The act or practice of calling public attention to one's product, service, need,
etc., especially by paid announcements in newspapers and magazines, over
radio or television, on billboards, etc.
3. Propaganda
• A form of communication that is aimed at influencing the attitude of a
community toward some cause or position so as to benefit oneself.
4. Advertising/Propaganda Techniques
• Methods and approaches used to draw attention to a product/service or spread
ideas that further a cause – a political, commercial, religious, or civil cause.
5. Bandwagon
• Persuading people to do something by letting them know others are doing it.
6. Testimonial
• Using the words of a famous person to persuade you.
7. Transfer
• Using the names or pictures of famous people, but not direct quotations.
8. Repetition
• The product name is repeated at least four times.
9. Emotional Words
• Words that will make you feel strongly about someone or something.
10. Name Calling
• This technique consists of attaching a negative label to a person or a thing.
People engage in this type of behavior when they are trying to avoid supporting
their own opinion with facts. Rather than explain what they believe in, they
prefer to try to tear their opponent down.
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
6
Advertising, Marketing, & Propaganda
Techniques
Print Advertisement Instructions
For this assignment, choose an existing product or business. Using the graphic design software
of your choice, apply one of the propaganda techniques covered in class to create a unique
print-based advertisement promoting the product/business.
Your advertisement must meet the following requirements:
a. Use the following size/resolution/color settings:
b. Include an image (picture) representative of the product/business
c. The name of the product/business
d. A tag line (slogan) for the product/business
e. A propaganda technique utilized on the advertisement
f.
Correct spelling and grammar
g. Creativity
h. Neatness
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
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AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
8
Product/Business Print Advertisement Rubric
Student Name: ________________________________________
CATEGORY
Creative Design
4
3
The student's design
used on the poster
reflects an exceptional
degree of student
creativity in their
creation and/or
display.
The student's design
used on the poster
reflects an acceptable
degree of student
creativity in their
creation and/or
display.
The student's design
used on the poster
lacks creativity in
their creation and/or
display.
Tag line/Slogan
An effective tag line
(slogan) for the
product/ business is
present.
A tag line (slogan) for
the product/business
is present but needs
improvement.
A tag line (slogan) for A tag line (slogan) for
the product/business the product/business
is present but needs
is not present.
clarification.
Propaganda
Technique
At least one
An appropriate
propaganda technique propaganda technique
is used but could be
is used effectively.
more effectively
applied.
A propaganda
No propaganda
technique is applied technique is used.
but another technique
would be more
appropriate.
Grammar
There are no
There is one
grammatical mistakes grammatical mistake
on the poster.
on the poster.
There are two
There are more than
grammatical mistakes two grammatical
on the poster.
mistakes on the
Mechanics
Capitalization and
There is one error in
punctuation are
capitalization or
correct throughout the punctuation.
poster.
There are two errors in There are three or
capitalization or
more errors in
punctuation.
capitalization or
punctuation.
Attractiveness
The poster is
exceptionally
attractive in terms of
design, layout, and
neatness.
The poster is
attractive in terms of
design, layout, and
neatness.
The poster is
acceptably attractive
though it may be a bit
messy.
Technical aspects
All technical aspects
Three out of five
Two out of five
None of the technical
technical aspects are technical aspects are aspects are correct.
correct.
correct.
are correct.
- Dimensions
- Color
- Resolution
- Image
- Product/business name
Comments:
2
1
The student's design
used on the poster
does not meet
expectations.
The poster is
distractingly messy or
very poorly designed.
It is not attractive.
TOTAL POINTS:
Point to grade 25-28 = A
conversion: 22-24 = B
19-21 = C
17-18 = D
16 and below = F
AAVTC: Professional Communications: Communication Strategies & Technical Writing: Advertising, Marketing, & Propaganda Techniques
Copyright © Texas Education Agency, 2012. All rights reserved.
9