Looking at advertising

Recruitment advertising

Synopsis

This lesson has been designed to enhance students' understanding of advertising by investigating a selection of Army and RAF recruitment advertisements developed across various media. Students are required to analyse and deconstruct key features of the advertisements supplied for this lesson (such as language, visuals etc) and examine some of the main techniques employed to create the campaigns. This includes a deconstruction of some of the key advertising tools used to engage and motivate a target audience.

During the latter part of this lesson, students will be required to create their own advertisement (in a media of their choice), utilising the techniques they have previously identified.

This lesson requires students to participate in class discussions and group / pair work to complete some of the activities.

MOD Topic

Recruitment advertising

Curriculum Checklist

1.1b, c, e; 1.2a, b, c, d; 1.4d; 2.2e, f, g, i, k, l; 2.3 i, m, n, o; 3.2a, b, c, j, k; 3.3c, e; 4.2i; 4.3a, h.

Curriculum Links

• Citizenship
• PSHE

Prior Knowledge

Students are expected to have a fundamental understanding of advertising across various media.
Experience of analysing non-fiction texts.
Experience of analysing moving image media (some preparation may be necessary).

Learning Outcomes

Lower ability students will:

• Have a basic understanding of how to extract meaning beyond the literal.
• Have a fundamental understanding of how meaning is conveyed using non-literary forms in advertising.
• Consider how audiences and readers respond to media.
• Consider how to use persuasive techniques.
• Organise thoughts and interact with classmates in discussion.
• Have an awareness of how the MOD uses advertising to recruit new members of the Armed Forces.

Average ability students will:

• Be able to extract meaning beyond the literal and recognise that the use of particular language and style has an effect on an audience.
• Understand how meaning is conveyed using non-literary forms in advertising including the use of images and sounds.
• Understand how audiences and readers respond to media.
• Be able to use persuasive techniques and employ some of these devices in their own work.
• Organise thoughts logically and interact with classmates effectively in discussion.
• Have an awareness of how the MOD uses advertising to recruit new members of the Armed Forces.

Higher ability students will:

• Be able to extract meaning beyond the literal and recognise how the choice of language and style affects audience perception.
• Understand how meaning is conveyed using non-literary forms in advertising, including the use of images and sounds.
• Understand how audiences and readers respond to media.
• Be able to recognise and use persuasive techniques in the creation of their own work.
• Organise thoughts logically and interact with classmates effectively, often taking the lead in a discussion.
• Have an awareness of how the MOD uses advertising to recruit new members of the Armed Forces.

Lesson code

EN4