Calling all Advertising

GURUS…A WebQuest for Year 10 English

Designed by

Ms Rose Krauksts

rkrauksts@parra.catholic.edu.au

 

Introduction | Task | Process | Evaluation | Conclusion | Credits

IntroductionToday’s Advertising world is all about competition. It is a cut throat industry that survives on defeating other advertising companies to win advertising contracts such as Coca- Cola and Sony Play Station. The right combination of layout, language and graphics will see you successfully promote a product.

Think you have the credentials to be a successful advertising company?

Well …. Put your thinking caps on and PROVE it! 

 

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The Task

You are an advertising company that is trying to win the right to promote a North Korean Product here in Australia. The product is ‘lychee flavoured potato chips’.

The original packaging is in Korean so it up to you to design the Australian version of the packaging, and create a promotion advertisement aimed at a youth target audience.  Here is the original Korean Packaging.

FRONT BACK

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The best ad design and packaging will win the multi-million dollar contract! So think creatively and be ready to sell your ideas to the Korean representative when they visit Australia in two weeks.   You will need to show both the product packaging (it will be placed over the existing product) and the magazine advert PLUS you will need to present how you came up with the design and explain your design and advertising choices.

The Process

There are many steps to follow for a successful completion of this project.  Read and complete the steps carefully, and then browse the RESOURCES for guidance. 

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  Step One Organise yourselves into groups of 4 (four)

Create a name for your advertising companyStep Two Read over the notes made in class on the A.I.D.A principle. Step Three Re- visit key terms discussed in class such as

Target audienceSalienceVectorsSecond person narrative ImperativesSuperlativesPersuasive or emotive words

Advertising Vocabulary.doc  Step Four Practice de-constructing ads aimed at youth market.

Example of an advertisement aimed at youth.doc Step Five Examine original Korean Packaging of product. (above in Task section)

Measurements – length 22.7                        - circumference 20.4

Step Six Brainstorm ideas for the Australian packaging under the key headings of: 

GraphicsLayoutLanguage

 Step Seven Allocate roles within the group. 2 (two) students should work on the

packaging of the product and 2 (two) should work on the magazine advertisement.

Step Eight Research:Packaging –

a. Browse examples of product packaging targeted for teens/youths.

http://www.pepsi.com/home.php

http://www.clearasil.com/

b. Make a list of mandatory requirements needed on Australian packaging

c. Survey class mates or friends about their ‘desires’ re: snack foods 

Magazine Adverta. Browse magazine ads targeted at teens/youthsb. Survey class mates or friends re favourite ad designs or campaigns.

c. Determine – what works and what doesn’t work?Step Nine Search the internet for resources such as graphics or alternatively create your

own digital images

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Step Ten Draft designs:a. Working collaboratively, design your product packaging and ad.b. Test your draft designs on intended target audience.

c. Make adjustments to original designsStep Eleven Finish packaging design and magazine ad.

Review with teacher. Step Twelve Write up notes for presentation day. Include information on:

Choices for layoutChoices for graphicsChoices for language

 Step Thirteen Bring your packaging and magazine advert to class. You will display

magazine ad through data projector. Evaluation Post magazine advertisement on CEnet.

Write a one page reflection describing your process in creating the product packaging OR ad, and what you learned throughout the process. Comment also on what you thought of the other students work.

 

Resource Links http://en.wikipedia.org/wiki/Advertising - definitions of how to advertise http://www.medialit.org/reading_room/article227.html - How to Analyze an Advertisementhttp://teachers.usd497.org/cgoolsby/adtech_files/frame.htm - popular advertising techniques http://www.pbs.org/wgbh/pages/frontline/shows/cool/- frontline report on effects of advertising http://en.wikipedia.org/wiki/Packaging - product packaging information http://www.mediaawareness.ca/english/resources/educational/handouts/advertising_marketing/common_ad_strats.cfm - common advertising strategieshttp://www.mediaawareness.ca/english/resources/educational/handouts/advertising_marketing/food_ad_strategies.cfm - food advertising strategies  

Evaluation

  Area Beginning

1Developing 2 Accomplished 3 Exemplary 4 Score 16

 Packaging Design 

Black & white (pencil) design;  

Attempts to use colour to engage target audience; Has basic graphics

Well thought out use of colour, layout, graphics to engage target

Sophisticated use of colour, layout, graphics and digital media

 

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Doesn’t fit product measurements;  

and design layout  

Attempts to implement some of the packaging requirements; simplistic

audience;  

Implements several packaging requirements

to engage target audience;  Implements correct packaging requirements 

Magazine Advert

There is no clear purpose in the ad; 

The name of the product is included but not clearly evident to consumers; Slogan is basic or not apparent; 

Pencil design; 

Elementary layout or disproportionate layout; There are spelling and grammatical errors;

Target audience not directly addressed

 The purpose of the ad is limited or elementary;  The name of the product is included; 

Slogan uses adjectives; 

Uses simple pastel colours; 

Cluttered use of symbols or graphics (layout)There are some spelling and grammatical errors;

Target audience not clearly identifiable 

The Purpose of the Ad is clear.  

The name of the product is obvious.  

Slogan is catchy.  

Colors and Symbols are used consistently;  Ad remains mostly simple and uncluttered.  Spelling and Grammar is mostly correct throughout. 

Target audience directly addressed

The Purpose of the Ad is clear and clever  

The name of the product is prominent.  

Slogan is clever and memorable.  Colors and Symbols are used effectively.  Ad remains simple and uncluttered.  Spelling and grammar correct throughout;  Target audience directly addressed  

 

Collaboration skills 

 The group's decisions are disjointed; Ideas are not

The group's decision seems more a mixing than a

The group decision is based on clear understanding of

This group decisions are soundly reasoned and

 

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connected or connected in a very elementary manner.

blending. Ideas are thrown together, not necessarily thought through.

key issues and works to balance them. Some weak spots may still exist.

addresses key issues thoroughly;.

Presentation Skills

Describes product visually with no explanation of choices for packaging and magazine ad designs

Explains basic reasons for choices with packaging and magazine ad designs

Displays satisfactory ability in explaining choices for packaging and magazine ad designs; refers to A.I.D.A principle.

Displays thorough confidence and knowledge in explaining choices for packaging and magazine ad designs; makes clear connections to A.I.D.A principle

 

  

Conclusion Wow, you've done it! You've created an advertisement that will really sell ‘lychee flavoured potato chips’! Teenagers will flock to buy plenty of packets of chips based on your ad and product packaging.  Be sure as a final step, to post your ad to CEnet as an attachment. In your post please tell what you learned about advertising from these activities. Look at your classmates efforts and comment on their ads as well. 

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Now you know you can get people to buy what you want them to! You've just learned how powerful persuasion can be in this world!

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Credits & References

1. Coca-Cola (http://journalperu.com/pics/2007/03/coke.jpg) images 2. http://www.web-andflow.com/members/ajones1/advertising/webquest_rubric.htm - rubric suggestions 3. Web quest direct (http://www.webquestdirect.com.au) images 4. Flipads – advertisements examples 5. http://webquest.org/index.php6. http://www.techtrekers.com/webquests/7.http://wneo.org/WebQuests/TeacherWebQuests/advertising/advertising.htm 8. ITI501 Technology Partners in Learning 1 – notes and readings 9. NSW Board of Studies web site

Based on a template idea from The WebQuest Page

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