Self-LearningWeek 10

Introduction to Rationale

Week 8

Week 9

Week 10

Week 11

Week 12

Progress so far

• Week 8Chose a partner to work withCompleted your Mind Map (p. 1)Completed The Plan (p. 2)

• Week 9Learned how to cite images (pp. 4 & 5)Completed thumbnails & slogans (p. 3)

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Aims for this lesson

• Learn how to write a rationale

• Check your advert progress

• Have your Planning Pack checked

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• In pairs, discuss these questions:

–What are you advertizing?

–Who are you targeting?

–Why did you choose this theme?

In pairs, discuss these questions about your advertisement:

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Now share your ideas with the rest of the class.

–What are you advertizing?

–Who are you targeting?

–Why did you choose this theme?

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What is a rationale?

• A rationale explains the details of your ad & why you made these decisions.

• It analyzes the product, target audience, fallacy, slogan, etc.

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Discussion

• Read the headings on the worksheet

• Discuss what each topic means (in groups of 4)

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Guided Learning – (groups of 4)

• Discuss the rationale behind this advert

• Write your ideas on the worksheet

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Rationale

The Product Being Advertized:The product being advertized is Road safety. Viewers are encouraged to wear seatbelts for protection.

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Rationale

The Target Audience:The target audience is anyone who travels in a car, especially young people.

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Rationale

The Medium:The advertisement is a poster.

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Rationale

Advertizing Strategy:This is a scare tactic fallacy. The viewers are shown a man whose head is crushed because he didn't wear his seatbelt. Viewers are scared into using seatbelts so the same thing won’t happen to them. The word ‘deadly’ is also used to scare viewers.

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Rationale

The Slogan & Its Message: The slogan for this ad is ”In town, car accidents don't just happen to cars". The message is that in an accident, it’s not only cars that get damaged, but also people.13

Rationale

Characteristics that Make it Ethical:The advert encourages something positive for people and society - road safety. It persuades people to wear their seatbelts to protect themselves in case they have a car accident. 14

Rationale

Evaluation:The message is strong because the image is very clear & will make people think about wearing a seatbelt when they are in a car.

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• In pairs, discuss the rationale for your advert (page 6)

• Write down your ideas in the Planning Pack

Activity 2

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For Next Week

• Work on finalizing the advertisement & rationale

• Bring both to class next week for review & approval

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