(page 6)

LESSON TWO:
IMAGES IN ADVERTISING

Lesson Overview

The focus of this lesson is persuasive techniques used in advertising. The lesson encourages the comparison of modern advertising techniques with those used to create WWII war posters. This lesson provides a guide for researching marketing strategies, the marketing purpose, and target audience when analyzing an advertisement. The lesson also describes how the visual elements of the ad, such as color scheme, composition, and text work together to create a persuasive image.

Objectives

· Students will list examples of the techniques and language that an artist calls upon to create a persuasive image.
· Students will write a paragraph describing similarities between the persuasive techniques used in advertising and those used to create WWII war posters.
· Using the vocabulary of art, students will deconstruct and analyze a persuasive image.
· The student will identify the target audience of an advertisement.
· The student will write a paragraph that deconstructs a television or a magazine advertisement.

Materials

Photocopies of “Advertisement Analysis Worksheet
Photocopies or transparency of “Persuasive Techniques
Reproduction or transparency of “You’ve Come a Long Way Baby
Reproduction or transparency of Rosie the Riveter
Computers with Internet access
Web addresses suitable for students to search, and/or magazines and newspapers

Teacher Preparation

Review websites students will use to gather the primary sources, and articles for their research. Links will open in a separate window.

Resources for locating magazine advertisements and television commercials:
· AdFlip
· Fifty Years of Coca-Cola Television Advertisements: Highlights from the Motion Picture Archives at the Library of Congress
· Tobacco Ad Gallery: Sponsored by Campaign for Tobacco-Free Kids

Resources for identifying marketing strategies:
· A (Soda) Pop Culture and Fifty Years of Advertising
· Advertising Age


THE NORTH TEXAS INSTITUTE FOR
EDUCATORS ON THE VISUAL ARTS (NTIEVA)

Since it was established in 1990 as one of six regional institutes by the Getty Education Institute for Arts Education, the North Texas Institute for Educators on the Visual Arts (NTIEVA) has addressed issues related to staff development and implementation of comprehensive art education.1 From 1996 – 2001, the Institute focused on the relationship between comprehensive art education and whole school reform through the Transforming Education Through the Arts Challenge (TETAC).2 In addition, the Institute has engaged in a number of related activities, including the preparation of special curriculum materials in the arts, statewide advocacy efforts for the arts and leadership development for the arts.

The Institute is committed to continuing its involvement in research and development efforts related to cutting edge issues in art education and will build upon its work as it continues to work in the areas of (1) advocacy and leadership development in the arts; (2) art museum/school collaborations; (3) pre-service preparation of teachers, arts specialists and classroom teachers; (4) professional development opportunities for in-service teachers (art specialists and classroom teachers), school administrators, and museum educators; (5) identification and development of instructional and support materials, especially electronically-based materials, that support all of these efforts; and (6) research on issues related to comprehensive arts education.

D. Jack Davis
Director

(Footnotes)
1 The first six years of the Institute’s activities were supported by the J. Paul Getty Trust, the Amon G. Carter Foundation, the Edward and Betty Marcus Foundation, the University of North Texas Foundation, the Crystel Waggoner Charitable Trust, and individual gifts.
2This five-year research project was supported by the Walter Annenberg Foundation, and J. Paul Getty Trust, the Edward and Betty Marcus Foundation, the Texas Commission on the Arts, and the Greater Denton Arts Council.

 

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