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In this lesson students look at the less obvious methods used by advertisers to reach consumers: humorous, self-depreciating ads, product placement, product association with celebrities, ads promoting empowerment and affirmation and 'advocacy' advertising.

Learning Outcomes:

Students demonstrate:

• an awareness of the subtle tactics used by marketers to target consumers
• an awareness of how they respond to advertisements that use these methods

Preparation and Materials

• Ask students to bring magazines from home (try to collect a wide variety of magazines: i.e. music, video games, women's, fitness, fashion etc.)
• Photocopy Group Activities sheets

The Lesson

Guided Discussion

Advertisers don't always tell consumers to buy their product in a straightforward way. Sometimes advertising is more subtle. Some advertisers will make fun of advertising to get our attention. Others will try to make us think using their products will make the world a better place if we use them.

Activity

• Divide the class into four groups.
• Make sure each group has something to write on.
• Give each group an activity from the Group Activities sheets. They are self explanatory - students just need to read them, discuss, and answer the questions. Students can look through the magazines that have been brought to class to find examples.
• Tell students how much time they have to complete their activity, then bring the whole class back together.
• Have each group explain the type of advertising they explored to the class and present their findings.