ESSENTIAL QUESTION #5: ADVERTISING
On average we see 3000 advertisements a day. Advertising is everywhere and
impossible to avoid. If you are seeing 3000 ads a day why do you remember
some over others?
Create or build a composition with a program of your choice that demonstrates
your knowledge of what makes a successful advertisement.
Key words:
Media, Key Characteristics, Economics, Text/Subtext, Message, Deconstruction,
Persuasion, and Target Audience.
Planning: Choose 4 of the 7 provided advertisements to work with or choose 4 of
your own! Make sure that if you select your own ads, they are school appropriate.
You must deconstruct the provided advertisements and blog/phlog/podcast your
answers.
Blog/Phlog/Podcast:
Media Deconstruction questions (chart to help organize your answers):
Whose message is this?
Who created or paid for
it? Why?
Gatorade is for athletes. Dr. Robert Cade invented Gatorade to help athletes.
Who is the “target
audience”? What is their
age, ethnicity, class,
profession, interests,
etc.? What words, images
or sounds suggest this?
It’s for Adults and teens who play sports. Kids playing basketball and drinking
Gatorade.
What is the “text” of the
message? (What we
actually see and/or hear:
written or spoken words,
photos, drawings, logos,
design, music, sounds,
etc.)
Everyone wants to be like Mike. If you want to be like Mike you have to drink
Gatorade. Happy Music.
What is the “subtext” of
the message? (What do
you think is the hidden
or unstated meaning?)
Gatorade helps regenerate your energy.
What “tools of
persuasion” are used?
Famous athlete Michael Jordan drinking Gatorade.
What positive messages
are presented? What
negative messages are
Gatorade helps athletes. Gatorade re-builds electrolytes that is lost by sweat.
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presented?
What part of the story is
not being told?
What groups of people
does this message
empower? What groups
does it disempower?
How does this serve the
media maker's interests?
It empowers athletes because Gatorade was made for athletes. A lot of famous
athletes drink Gatorade and some people think that Gatorade would help
them be like the famous athletes.
Composition: How will you present the information you have gathered about
what makes a successful advertisement?
Construct your own advertisement showing what you have learned deconstructing
advertisements.
Critiquing: (Applying theory to your presentation)

You will present your deconstructions to another student as well as
your advertisement and critique of why it is successful.

Use the questions that you previously used to deconstruct various
advertisements to critique your own visual composition (advertisement)
Evaluation Rubric:
Level 1 (0-60)
Level 2 (60-70) Level 3 (70-80) Level 4 (80-100)
Deconstruction
Answers are
incomplete
Answers are
complete but lack
insight as to why or
how advertisements
are constructed
Answers are
complete and show
how advertisements
are constructed
Answers are complete
and show an insight
into why and how
advertisements are
constructed
Composition
Composition is
incomplete
Composition is
complete but lacks
the required
elements of an
effective
advertisement
Composition is
complete and has
the required
elements of an
effective
advertisement
Composition is
complete and has the
look of a polished
professional
advertisement
Blog/Phlog/
Podcast
Blog/Phlog/ Podcast Does not have a firm
is incomplete
grasp on the
technology used to
create the medium
Has a firm grasp of
the technology used
to create the
medium
Takes the medium to
a high level using it to
engage and entertain
audiences
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