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WINNER ERA 2009
DOING ADS – Approaches for the 21st Century (with DVD) |
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EMC Media Guide |
A critical and creative exploration of advertising past and present for students of English and Media aged 11-16, with advanced activities for specialist Media Studies classrooms.
Includes 90-minute DVD of inspirational ads selected to embrace key media concepts, different forms and functions of campaigns, and current debates and controversies. |
• Extend pupils’ media literacy skills through historic and state-of-the-art ads and campaigns
• Develop speaking and listening, independent thinking and functional literacy skills through engaging simulations, role-play and hands-on production work
• Debate the ethics and regulation of controversial, shocking or misleading advertising
• Write briefs and evaluations, plan campaign strategies, and create advertising texts across different media platforms
• Discuss the big issues – health, life-style, commercialism, online safety and more
• Discover the language, appeals and impact of charity and cause-related advertising
• Explore changes in the advertising industry in comic-strip format
• Investigate the relationship between advertising, social and cultural contexts, and technology
Doing Ads on DVD
• Case studies on the language of branding: IKEA, Coke and Levi’s
• Powerful cause-related and public information campaigns, from NSPCC to Make Poverty History
• The development of Lucozade from 1960s to today, and the challenges of web-based advertising
• A comic-strip guide to how an ad is made
• Interviews with an advertising director and a regulator
• Galleries of print advertising and student artwork
Doing Ads – The Ingredients
Each unit offers opportunities galore for inspired creative practical work, as well as the chance to explore the world of the advertising industry through simulations, debates and games.
0. Ad-bites – Starting Points
From the basics of branding to making a pitch, these pick ‘n’ mix games and simulations will get your study off to a flying start.
1. Reading an Ad
From concepts of denotation and connotation to branding, audience targeting and campaign strategy via sound, image and typography, Ikea’s ‘A House or a Home’ campaign introduces pupils to a toolkit of media literacy skills and terminology.
2. Messages Which Matter
Three self-contained schemes of work around non-commercial advertising, with a focus on citizenship and PSHE issues:
i. Charity Advertising focuses on the NSPCC ‘Full Stop’ campaign, illustrated by an interview with acclaimed director Daniel Kleinman, and leads to a simulated campaign for an anti-truancy charity
ii. A Global Campaign explores the impact of ‘Make Poverty History’ and construct a campaign for an issue of their choice
iii. Public Information Advertising investigates the role of government information campaigns over time with case studies on ‘Protect and Survive’ and anti-smoking strategies, including the British Heart Foundation’s ‘Artery’ ad.
3. Inside the Industry
Give pupils a real insight into the industry behind the ads through cartoon-strips on how ads are made, and the history of advertising; an investigation into online advertising; a case study of the marketing of Lucozade since the 1950s; debates on adverts which court controversy, regulation, responsibilities and ethics. Advanced activities include interviews with Daniel Kleinman on storyboarding Guinness and Lynx ads, XBox and viral advertising.
4. The Coke Side of Life
How did a soft drink come to stand for American values across the globe? And what’s the downside to the ‘Coke Side of Life’? This unit takes pupils behind a global marketing campaign, from its launch in the late 1800s via the 1980s ‘Can’t Beat the Feeling’ to the ‘Happiness Factory’ of the Noughties, as well as the backlash against the ‘Real Thing’. Advanced activities include detailed histories of the Coke wars, and critical research into Coke’s online presence as well as its employment and environmental track record.
5. Studying Levi’s
Back by popular demand, pupils explore Levi’s mythology through 21 ads, from the much-loved 80s 501 campaign, through the lean years of the 1990s to its ‘Engineered’ 21st-century repositioning. Advanced resources focus on representational issues, BBH marketing strategies over time, and a critical investigation of its web resources. |
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Reviews
This is a fantastically welcome addition to my bookshelf in school. To begin with, the book is in full colour and has been designed in a friendly and clear way which is very appealing...
The video material is highly stimulating and will be guaranteed to provoke laughter, anger, disbelief and debate among the class. Taken as a whole, this is a really excellent classroom resource. it is well paced and contains masses of practical hands-on classroom activities, ranging from a kind of snakes-and-ladders game based in the world of advertising, through word or image association, to well evidenced and detailed case studies on internationally recognisable brands such as Coke and Levi's.
This is an invaluable resource.
Martin Cairns, Broughton High School, Edinburgh, Media Education Journal
This superlative updated version of the EMC’s classic Advertising Pack (which unbelievably first appeared fifteen years ago) is undoubtedly the Perrier of teaching advertising resources! There is material here suitable for all secondary ages, abilities and interests; be they the most able A Level students of Media, English Language, Sociology or Business, or the most hard-to-please Year 7 group who need something stimulating and active to develop their literacy skills.
Paul Clayton, NATE Classroom, 2009
The most thorough, detailed and best researched resource about advertising I've seen. A huge range of tasks for all levels of ability. Enough material to last a teaching career. The detailed breakdown of the advertising process is second to none -
no 'making of' documentary comes close. This resource will extend all Media Studies teachers - from the NQT to the gnarled veteran 20 years in the job. Well-structured, clearly organised and totally accessible. A worthy successor to The Ad Pack
St John Starkie, Alexandra Park School
The pack seamlessly integrates analysis with practical tasks reflecting the very best ways to engage students and enabling them to understand the processes of and constraints on media production – from print to audio-visual. The production tasks are adaptable and can be undertaken with a wide range of equipment, depending on the resources and time available.
….the pack is a really good read for anyone interested in advertising and the industry that creates it. Its coverage of developments in the medium over the last decade or more is excellent, with investigations into online advertising aided by well-chosen examples of video click-throughs and viral ads, etc.
…Like its predecessor, Doing Ads is a magnificent achievement in that it properly affords the medium a detailed historical context and encourages exploration of every key aspect of the industry with impressive scope and flexibility. It is without doubt a resource that no English and Media department can afford to do without.
Rob McInnes, Head of Media, Forest Hill School |
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