LESSON FOUR: Analyzing Advertising Techniques
Students study techniques used in advertising, including hyperbole and imagery.
R3A Students will analyze the features of consumer texts, such as product information and instructional data to clarify meaning in nonfiction text.
R3B Students will identify and interpret figurative language in nonfiction text (emphasis on hyperbole and imagery)
R3C Students will use details from the text(s) to summarize author’s ideas, make predictions, make inferences, evaluate the accuracy of the information, analyze propaganda techniques, and analyze two or more nonfiction texts.
§ Sources of literature
o Magazines with advertisements using various techniques
o Videos or overheads for display
o Paper and pencil
§ Handouts provided
§ Words to Know
Students draw an ad about school or their favorite sport that includes an example of hyperbole and imagery. This may be assigned as homework. Scoring guide provided.
1. Display several different advertisements from popular magazines. Students identify what the ad is trying to convince the readers to do. They discuss and analyze the techniques they think were used in the ads.
Why do you think advertisers need "tricks" to get people to read their ads?
Do you think people believe everything an ad states?
Can you think of a time when these "tricks" can be harmful?
2. Display and read several different ads with hyperbole and imagery in the text. Define hyperbole and imagery. Students identify hyperbole and imagery in the ads according to the definition. Discuss the audience the advertisers might be targeting and explain why.
Questions and Ideas
Provide an example of a hyperbole that is often used. Explain why it is an exaggeration. For example, I am as hungry as a horse.
Why is imagery important in advertisements? Show students an advertisement using mountains, scenery, streams, wildlife, and wildflowers to sell a vacation package.
Have several ads pulled from popular magazines that illustrate hyperbole and imagery.
Provide definition sheets for groups.
Display ads using AV/media equipment (videos or overheads).
Students circle the hyperbole and imagery in the ad on the overhead.
Refer to state Glossary of Terms
3. In small groups, pass out various advertisements from popular magazines. Students classify the ads into groups using hyperbole and imagery and justify their classification according to a definition sheet.
2 points: Advertisement demonstrates a correct example of hyperbole and imagery.
1 point: Advertisement demonstrates a correct example of hyperbole or imagery.
0 points: Advertisement demonstrates an incorrect example of hyperbole and/or imagery.