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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
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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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