Persuasive Advertising

Lesson 1: Introduction to Persuasion in Advertising

Curriculum Area: English (Year 9)

Learning Objectives:

• Understand the basic concepts of persuasive language.
• Identify ethos, pathos, and logos in everyday advertising.

Australian Curriculum Reference:

• ACELA1565: Understand that authors innovate with written and visual language features to create new texts.

Lesson Duration: 50 minutes

Materials Needed:

• Whiteboard and markers
• Projector and laptop
• Examples of print and video advertisements
• Handouts with definitions of ethos, pathos, and logos

Lesson Outline:

Introduction (10 minutes)

1. Hook:

   • Begin with a short video montage of various advertisements (approx. 2-3 minutes).
   • Ask students to jot down any feelings or thoughts during each advertisement.

2. Discussion:

   • Engage students in discussing what emotions or thoughts the advertisements evoked.
   • Write down key terms they mention on the whiteboard.

Direct Instruction (15 minutes)

1. Definitions and Examples:

   • Introduce ethos, pathos, and logos, writing definitions on the whiteboard:
     • Ethos: Credibility or ethical appeal.
     • Pathos: Emotional appeal.
     • Logos: Logical appeal.
   • Provide simple advertising examples for each and analyze as a class.

2. Class Activity:

   • Distribute handouts with short excerpts from advertisements.
   • As a class, identify and discuss the primary persuasive technique used in each excerpt.

Guided Practice (15 minutes)

1. Group Work:

   • Divide students into groups of four.
   • Provide each group with different print advertisements.
   • Groups identify and discuss which persuasive technique is most prevalent and why.

2. Feedback and Discussion:

   • Each group shares their findings with the class.
   • Encourage other groups to question or build upon each group's analysis.

Conclusion (10 minutes)

1. Reflection:

   • Ask students to write a brief paragraph on which persuasive technique they find most effective and why.

2. Homework:

   • Students find an advertisement at home and write a short analysis identifying ethos, pathos, or logos.

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Lesson 2: Deep Dive into Ethos

Learning Objectives:

• Explore the use of ethos in advertising.
• Create advertising content using ethos.

Australian Curriculum Reference:

• ACELY1746: Identify and explore the purposes and effects of different text structures and language features.

Lesson Duration: 50 minutes

Materials Needed:

• Whiteboard and markers
• Projector and laptop
• Examples of advertisements employing ethos
• Blank paper and coloured markers

Lesson Outline:

Introduction (10 minutes)

1. Recap:

   • Quick review of ethos using examples from the previous lesson.

2. Discussion:

   • Why is credibility important in advertising? List responses on the board.

Direct Instruction (10 minutes)

1. Analyzing Ethos:
   • Present two well-known advertisements relying on ethos.
   • Break down the elements that establish credibility (e.g., expert endorsements, trustworthy brand images).

Guided Practice (15 minutes)

1. Group Activity:

   • In groups, students brainstorm an advertisement for a new product focusing on ethos.
   • Decide on a professional or celebrity endorser and discuss how this will build credibility.

2. Presentation:

   • Groups present their concept and reasoning to the class.

Independent Practice (10 minutes)

1. Creative Advertising:
   • Each student creates a draft advertisement for a product of their choice using ethos.
   • Focus on how to visually and verbally establish credibility.

Conclusion (5 minutes)

1. Class Reflection:

   • Share one insight gained about the impact of ethos in advertising.

2. Homework:

   • Complete the advertisement draft at home and prepare a short rationale to present in the next lesson.

Continue with a similar structured approach for each subsequent lesson, diving into pathos, logos, and complex advertisement analyses and creation, ensuring to align each lesson with the respective areas of the Australian Curriculum for Year 9 English. Each lesson progressively builds on students' understanding and application of persuasive techniques, culminating in a group project where students create their own complete advertising campaign, incorporating ethos, pathos, and logos effectively.