Lesson Plan | Active Learning | Textual Genre: Advertising Text

Assumptions: This Active Lesson Plan assumes: a 100-minute class, prior student study with both the Book and the start of Project development, and that only one activity (among the three suggested) will be chosen to be conducted during the class, as each activity is designed to take up a significant portion of the available time.

Objectives

Duration: (5 - 10 minutes)

The objectives stage is crucial to establish a clear foundation of what is expected for students to achieve by the end of the class. In this case, the objectives are outlined to ensure that students understand not only the definition of an advertising text but also the strategies that make it effective in inducing actions or reactions from the public. By the end of this stage, students should be able to identify and critically analyze advertising texts, applying their prior knowledge in a practical and analytical context.

Main Objectives:

1. Understand the concept of advertising text and its functions within the context of persuasive communication.

2. Identify and analyze the elements that compose an advertising text, such as emotional, rational, and moral appeals, aiming to understand how these elements are used to influence the target audience.

Side Objectives:

1. Stimulate students' critical thinking when analyzing and comparing different types of advertising texts.

Introduction

Duration: (20 - 25 minutes)

The introduction stage is designed to engage students immediately, using problem situations that make them think critically about the previously studied topic. Additionally, contextualization aims to connect the content with practice and real situations, increasing curiosity and the relevance of the subject for students. This approach seeks to prepare students for a practical application of knowledge during the class.

Problem-Based Situations

1. Present two advertisements for similar products to the students, one that they consider effective and another that does not have the same effectiveness. Ask them to identify and discuss the differences between the elements used in each and how these elements influence the purchase decision.

2. Show an advertisement that was very successful in its campaign and ask students to think of a product or service that could use a similar strategy. They should justify their choices based on the elements of the advertisement seen.

Contextualization

Explain the importance of advertising texts in students' daily lives, using examples from advertising campaigns that had a significant impact on society. Contextualize by showing how persuasion techniques are used in different media and how they are planned to effectively reach their target audience. This moment aims to connect theoretical content with real situations, increasing students' interest and the relevance of the theme.

Development

Duration: (70 - 75 minutes)

The development stage is designed to allow students to practically and interactively apply the concepts studied about advertising texts. Through group activities, students will have the opportunity not only to create and analyze advertisements but also to develop critical, creative, and presentation skills. This stage is crucial for solidifying knowledge and applying concepts in a real and dynamic context.

Activity Suggestions

It is recommended to carry out only one of the suggested activities

Activity 1 - Create Your Advertisement: The Art of Convincing

> Duration: (60 - 70 minutes)

- Objective: Apply theoretical knowledge of advertising texts practically, developing skills in creating and critically analyzing advertisements.

- Description: In this activity, students will be divided into groups of up to 5 people, and each group will be tasked with creating an advertisement for a fictional product. They should apply the knowledge acquired about advertising texts, using emotional, rational, and moral appeal elements. The product should be innovative and targeted at a specific audience (defined previously by the teacher).

- Instructions:

• 1. Divide the class into groups of up to 5 students.
• 2. Present the fictional product and target audience for each group.
• 3. Each group should develop a name for the product, a slogan, a brief description, and choose what type of appeal to use (emotional, rational, moral).
• 4. Groups will have 60 minutes to develop the advertisement, using materials such as paper, pens, and limited internet access for research on real examples.
• 5. At the end, each group will present their advertisement to the class, explaining the choices made and the elements used to persuade the target audience.

Activity 2 - Advertisement Detectives: In-depth Analysis

> Duration: (60 - 70 minutes)

- Objective: Develop analytical and critical skills in students, allowing them to apply advertising text concepts to real materials.

- Description: Students, in groups, will act as 'advertisement detectives', analyzing real advertisements and trying to discover the persuasion elements used. It will be like an investigation game where each group receives several advertisements to analyze and must prepare a 'defense' explaining why each advertisement is effective or not.

- Instructions:

• 1. Form groups of up to 5 students and distribute various printed advertisements and commercial videos.
• 2. Each group should analyze the advertisements, identifying elements such as emotional, rational, and moral appeals.
• 3. Prepare a presentation defending why each advertisement is effective or not, based on the elements found.
• 4. Each group will present their findings and analyses to the class.
• 5. Finally, discuss the different analyses and conclusions together.

Activity 3 - Jingle Contest: Creativity and Persuasion

> Duration: (60 - 70 minutes)

- Objective: Utilize musical and linguistic creativity to develop persuasion and critical analysis skills.

- Description: Student groups will compete against each other to create the best jingle for an imaginary product. They will need to use not only selling words but also a catchy melody. Additionally, they must explain why the combination of words and music is effective in persuading the audience.

- Instructions:

• 1. Divide the class into groups of up to 5 students.
• 2. Present a fictional product for which students must create a jingle.
• 3. Students should compose a jingle, write the lyrics and, if possible, create a simple melody.
• 4. Each group will present their jingle to the class, explaining the choice of words and melody and how this can influence the audience.
• 5. Hold a vote to determine the winning group based on creativity, persuasive effectiveness, and presentation quality.

Feedback

Duration: (15 - 20 minutes)

The purpose of this stage is to consolidate student learning, allowing them to reflect on the activities performed and articulate the acquired knowledge. Group discussion helps identify gaps in understanding and clarify doubts, as well as promote oral expression and argumentation skills. This collective feedback is fundamental for students to perceive the applicability of advertising text concepts in different contexts and media.

Group Discussion

Start group discussion with a brief introduction, recalling the class objectives and the importance of understanding how advertising texts work. Ask students what they learned during the activities and how they would apply this knowledge in real situations. Encourage them to share specific examples of advertisements that marked them and why. Use this moment to connect the experiences of each group and promote the exchange of ideas and opinions.

Key Questions

1. What persuasion elements did you identify in the analyzed and created ads?

2. How can these elements influence the purchase decision or the attitude of the target audience?

3. In what ways could you use these strategies in a real marketing project?

Conclusion

Duration: (5 - 10 minutes)

The conclusion stage is crucial for consolidating student learning, ensuring they have a clear and integrated view of the concepts covered. In addition to summarizing the content, this stage allows students to reflect on the applicability of what they have learned and recognize the importance of advertising texts in their lives. This final reflection helps reinforce learning and establish a lasting connection with the studied content.

Summary

In the final stage of the lesson, it is important to summarize and recap the main points discussed regarding advertising texts. Students explored the definition and characteristics of advertising texts, identified elements of appeal to the public, and applied this knowledge in the creation and analysis of real and fictional advertisements.

Theory Connection

Throughout the lesson, the connection between theory and practice was evidenced through interactive activities. Students not only learned about the theoretical concepts of advertising texts but also had the opportunity to apply this knowledge in practical situations, such as creating fictional advertisements and analyzing real advertisements. This approach helped solidify understanding and the importance of advertising texts in daily life.

Closing

Finally, it is essential to emphasize the relevance of advertising texts in our society. Understanding how these texts are structured and why they are effective is crucial, not only for conscious consumption but also for developing critical reading and analysis skills. Students leave the lesson with a greater ability to recognize and evaluate persuasive messages in different contexts, which is a valuable skill in a world saturated with information and influences.