Media & Information Literacy - Module 2, Week 3 PDF

Media & Information Literacy MEDIA & ************** INFORMATION Start Lesson Module 2 Week 3 LITERACY Forgot Lesson? Questions? 3 Module 2 Week 3 WHO’S TEACHING? 15 hrs...

Media & Information Literacy MEDIA & ************** INFORMATION Start Lesson Module 2 Week 3 LITERACY Forgot Lesson? Questions? 3 Module 2 Week 3 WHO’S TEACHING? 15 hrs … Ms. Joeyla Ms. Chiara P. Mr. Jee D. Laurence M. Jongoy Cañete Gudarido Friend See All Requests Confir Delet m e Confir Delet Report Topics m e WHO’S Contacts TEACHING? TOPIC 2 TOPIC 3 TOPIC 3 3 Module 2 Week 3 MOTIVATION 15 hrs … WHAT IS AN Friend See All ADVERTISEMENT? Requests Confir Delet m e Report Topics WHAT IS YOUR FAVORITE Confir m Delet e WHO’S BRAND AND Contacts TEACHING? TAGLINE/SLOGAN? WHY? MOTIVATION TOPIC 3 TOPIC 4 3 Module 2 Week 3 INTENDED LEARNING OUTCOMES 15 hrs … Understand how product advertising is strengthened through taglines and slogans. Friend See All Requests Confir Delet Appreciate the importance of m e branding in consuming Confir Delet Report Topics m e advertisements by creating Contacts WHO’S their own logo. TEACHING? MOTIVATION Create a media advertisement INTENDED LEARNING or campaign. OUTCOMES TOPIC 4 3 Module 2 Week 3 ACTIVITY: DIY TAGLINE AND SLOGAN 15 hrs … Directions: The teacher will divide the class into 5 groups. Friend See All Then, based on the given Requests products, each group must come Confir Delet m e up with their own tagline and Report Topics slogans in 5 minutes. After, the Confir m Delet e groups will share their tagline and Contacts WHO’S TEACHING? slogan. MOTIVATION Example: Jollibee – Tagline (Bida INTENDED LEARNING ang saya!), Slogan (Para sa OUTCOMES pamilya, only the best tasting DIY TAGLINE AND Chickenjoy!) SLOGAN 3 Module 2 Week 3 ACTIVITY: DIY TAGLINE AND SLOGAN 15 hrs … Group 1 – Toothpaste Friend See All Group 2 – Coffee Requests Confir Delet Group 3 – Shampoo m e Confir Delet Report Topics Group 4 – Lotion m e WHO’S Contacts TEACHING? Group 5 - Chocolate MOTIVATION INTENDED LEARNING OUTCOMES DIY TAGLINE AND SLOGAN 3 Module 2 Week 3 LESSON 3 15 hrs … How do advertisements Friend Requests See All affect my daily Confir m Delet e life? Confir Delet Report Topics m e Sub Topic Contacts Title 1 Sub Topic How can I Title 2 Sub Topic consume them Title 3 Sub Topic Title 4 more critically? X Defining Stories Advertising 6h + Create a Story Share your thoughts or Advertising is defined by the ideas American Marketing Association All Stories as “the placement of announcements Defining and persuasive messages in time or Advertising space purchased in any of the mass 6h Packard’s media by business firms, nonprofit > Theory of organizations, government agencies, Needs and individuals who seek to inform Types 3h of and/or persuade members of a Advertisement 1h particular target market or audience ACTIVITY 2 about their products, services, 5m organizations, or ideas.” PERFORMANCE TASK X Defining Stories Advertising 6h + Create a Story Share your thoughts or This form of communication ideas All Stories appeals to a potential buyer Defining with the specific aim to sell a Advertising 6h product, a service, or an > Packard’s Theory of ideology. Advertisements or Needs ads are found almost Types 3h of Advertisement everywhere—on television 1h ACTIVITY 2 and radio, in newspapers and 5m magazines, and on the PERFORMANCE Internet TASK X Packard’s Theory Stories of Needs 3h + Create a Story Share your thoughts or Advertisers use techniques ideas All Stories that would enhance the Defining appeal of their products to Advertising cater to the needs of 6h Packard’s < consumers. Vance Packard > Theory of Needs (1957) identified these hidden Types 3h of needs and yearnings in the Advertisement 1h human mind through his ACTIVITY 2 5m essay “Marketing Eight Hidden Needs.” PERFORMANCE TASK X Packard’s Theory Stories of Needs 3h + Create a Story Share your thoughts or These needs are ideas All Stories emotional security, Defining Advertising reassurance of worth, 6h Packard’s < ego gratification, > Theory of Needs creative outlets, love Types of objects, sense of 3h Advertisement power, sense of 1h ACTIVITY 2 5m roots, and PERFORMANCE TASK immortality. X EMOTIONAL SECURITY 15 hrs … An individual has a need to feel safe. According to Packard, a study by advertising agency Weiss and Geller explored why individuals bought home freezers despite their drawbacks. The agency found that the popularity of freezers, especially after World War II, was linked to families' need for security. In the post-war era, when fears of hunger and other traumas were still fresh, freezers symbolized the assurance of a constant food supply for the family, providing a sense of warmth and safety. X EMOTIONAL SECURITY 15 hrs … Various products and services cater to the emotional need for security. Examples include pension plans that promise financial security in the future, automobile brands emphasizing safe travel to promote a sense of security, and health and fitness products targeting people's desire to protect themselves from illnesses. X REASSURANCE OF WORTH 15 hrs … An individual has an inner need to always feel important. Packard highlighted a > 1950s study by the Chicago Tribune on why detergents struggled to build brand loyalty among housewives. X REASSURANCE OF WORTH 15 hrs … Initially, companies believed it was a problem with the detergent brands themselves. However, the study revealed DETERGENT ADVERTISERS that housewives felt their significance diminish with the repetitive task of washing, viewing it as tedious work or "drudgery." The suggested approach for advertisers was to recognize and elevate the HOUSEWIVES role of housewives, emphasizing their central and crucial role in family life. X EGO GRATIFICATION 15 hrs … An individual has a need to be praised. Packard discussed the sales struggles of a steam shovel manufacturer. In the company’s ads, the pictures were centered on the glorious power of the machines, while the human operator was almost invisible in the background. The company then revised its strategy by showing the human operator as the master of the powerful machine. X EGO GRATIFICATION 15 hrs … To satisfy the needs of the people to be praised, they are emphasized more in advertisements rather than just the product itself persuading people to buy the product. X CREATIVE OUTLETS 15 hrs … An individual needs an outlet to express creativity. Packard mentioned how the gardening industry flourishes among older women. Gardening allows women past their child-bearing stage to continue nurturing things. X CREATIVE OUTLETS 15 hrs … Packard also cited baking cakes as another creative outlet common among women. Instant products such as ready mixes however were received with hostility among housewives. They deprive the women of the praise they get for their customized creations. In order for these products to work, advertisers must emphasize the role of women in doing the job—and leave her a space for personal touch. X LOVE OBJECTS 15 hrs … An individual has a need for things that allow him/her to show affection. Examples of love objects are pets which men and women sometimes substitute for children and which young children regard as best friends. These tactics explain the steady growth of the pet industry. X SENSE OF POWER 15 hrs … An individual has an inherent need for power which has been exploited by merchandisers. The purchase of newer models of automobiles, Packard explained, appeals to men by renewing their sense of masculinity. ” In purchasing the new automobile with higher horsepower, for example, the buyer will also purchase an “extra margin of safety in an emergency.” X SENSE OF POWER 15 hrs … Other examples of this need for power are the yearly purchase of new gadgets, branded fashion, and luxury brands. X SENSE OF ROOTS 15 hrs … This refers to the individual’s need to connect to one’s identity. During the early days of Mogen David, Packard said, the company turned to a family-centered approach in the branding of their wines. This was after motivation research found how people associate wine with familial nostalgia X SENSE OF ROOTS 15 hrs … Other instances of products appealing to the sense of roots are culture-specific restaurants. The opening of a popular Filipino fast food in Canada targeted toward a growing Filipino community is an example. X IMMORTALITY 15 hrs … An individual has a need to defy death. Packard cited a 1950s report on the sales of life insurance to men, the perceived breadwinner of the family. It was noted how ads on life insurance revolved around the image of a comfortable life of the remaining family members after the breadwinner’s death. According to the report, this strategy was lacking because the breadwinner needs to feel central to the family life—even after his death. In the same report, it was proposed that life insurance ads should prominently feature the breadwinner as the sole hero, being praised for his foresight in providing for the family, thus being immortal. X IMMORTALITY 15 hrs … Other notable examples of merchandise that use this need for immortality are vanity products that make one appear younger, and vitamin supplements that claim to add up some years to one’s life. X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or ideas PRINT ADVERTISEMENT All Stories Defining Print advertisements, such as those Advertising in magazines and newspapers, aim 6h Packard’s < for a massive audience. For a > Theory of smaller audience, brochures, fliers Needs and coupons are used. Other print Types 3h of ads include outdoor advertisements Advertisement 1h such as billboards and transit ads. ACTIVITY 2 5m PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or Here are some of the things ideas you should take into account in All Stories delivering effective print Defining Advertising advertisements: 6h < > Packard’s Theory of KNOW YOUR TARGET Needs Types 3h of CONSUMERS Advertisement 1h CRAFT A SINGULAR ACTIVITY 2 5m MESSAGE PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story KNOW YOUR TARGET Share your thoughts or ideas All Stories CONSUMERS Defining Advertising 6h Packard’s < Simply do a comprehensive > Theory of investigation or research of Needs Types 3h of your target consumers to Advertisement 1h know how to best approach ACTIVITY 2 5m them. PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or CRAFT A SINGULAR MESSAGE ideas All Stories An ad’s message must be simple Defining and clear. The target consumers Advertising 6h < have no time to read everything, > Packard’s thus it is vital to deliver a focused Theory of Needs message. That singular message Types 3h of will then be translated into a copy. Advertisement 1h Ad copy is the written text that ACTIVITY 2 appears in an advertisement. 5m PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or The following are parts of a ideas copy: All Stories Defining Advertising HEADLINE 6h Packard’s < > Theory of IMAGES AND DESIGN Needs Types 3h of Advertisement SLOGANS AND TAGLINES 1h ACTIVITY 2 5m PERFORMANCE TASK X HEADLINE 15 hrs … The headline is the most important part of the display copy. Like newspaper headlines, ad headlines are meant to draw attention. Words that cannot be put in the headlines should appear in the sub-headlines or in kickers. The intention is to convince the reader to go farther into the body of the copy. X IMAGES AND DESIGN 15 hrs … Images and design also make up a huge part of copy. Design also includes layout, font, and color scheme which should all contribute to the overall message of the copy. X SLOGANS AND TAGLINES 15 hrs … Slogans and taglines are the two important parts of the body of a copy. Both are aimed at brand recall. According to the American Marketing Association, taglines tend to be about the company whereas slogans tend to be more about the products, the TAGLINE marketplace, the consumer, and a need met. A tagline is tightly-knit SLOGAN Some slogans eventually with the brand and become the tagline of the A slogan often makes the brand company. emphasizes the products unique. of the brand and is temporary. X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or VIDEO ADVERTISEMENT ideas All Stories Video advertisements are commonly Defining aired in major networks. The creative Advertising process for a video ad, such as television 6h Packard’s < ads, is rigorous. It passes through several > Theory of meetings, client conferences, Needs brainstorming and pre-production Types 3h of preparations. It is the advertiser’s job to Advertisement 1h compress all important details in a short ACTIVITY 2 video, which usually lasts for a minute or 5m less. PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or The following are ways to make ideas an effective video ad: All Stories Defining Advertising Use brand endorsers 6h Packard’s < Use icons > Theory of Use good storylines Needs Types 3h of Use humor Advertisement Use jingles 1h ACTIVITY 2 5m PERFORMANCE TASK X USE BRAND ENDORSERS 15 hrs … Some companies use brand endorsers to lend credibility to a product. If an endorser such as a known athlete drinks a certain energy drink, consumers will want to drink it, too. The credibility belongs to the endorser, which the brand borrows for profit. X USE ICONS 15 hrs … In the absence of endorsers, some advertisers rely on icons. For example, fast food chicken is instantly associated with the old man and the bee icons. The good thing about icons is that the advertisers have full control of its affairs; It will not say or do anything that will compromise the product. The downside, however, is its inability to say more to convince the customers to buy X USE GOOD STORYLINES 15 hrs … Involving storylines of real people provides connection with consumers. In the Philippines for example, food chains focus on Filipino values for they promote themselves as venues for family gatherings. A beer company presents its products with a brand of friendship or barkadahan. A SIM card company uses the Overseas Filipino Workers as subject. X USE HUMOR 15 hrs … Humor increases the likeability of the product. It is easy to recall jokes and humorous punchlines. Though humor is a powerful tool in advertising, it should be noted that some jokes may offend some. It is always necessary to review the profile of the target audience before crafting a brand of humor. X USE JINGLES 15 hrs … Jingles are catchy tunes with simple lyrics. They are efficient in carrying the slogan, tagline, and other information about the product. The lyrics should be easy to memorize, and buyers should be able to sing and dance along with the melody. X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or ideas RADIO ADVERTISEMENT All Stories Defining Advertising Radio remains a good venue for 6h Packard’s < advertisement. It is cheaper than > television and still enjoys a very loyal Theory of Needs following. Unlike print, radio is Types 3h of capable of conveying emotions. Advertisement 1h ACTIVITY 2 5m PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or Here are some ways to ideas effectively communicate your All Stories message without the crucial Defining Advertising element of visuals: 6h < > Music, sounds, and Packard’s Theory of Needs Types 3h of voice Advertisement 1h Call to action ACTIVITY 2 5m Distinct offering PERFORMANCE TASK X MUSIC, SOUND, AND VOICE 15 hrs … Radio ads necessitate compelling sound. The music and appropriate sound effects should immediately set the mood of the ad. For example, if the product is weather-related, the sound of thunder and rushing water will be useful. It is also essential to choose the right voice. In making an earth- shaking announcement for example, a deep, booming voice is preferred over a high-pitched voice. X CALL TO ACTION 15 hrs … A sense of urgency adds up to the effectivity of an ad. The target consumer should be told to try, to buy, to order the product immediately. It should be clear how the consumer can avail of the product by giving them the contact number for delivery, for example. X DISTINCT OFFERING 15 hrs … Strategic Media Inc. suggests that radio ads should have a distinctive offering. For example, your weight loss pill should offer something that the other weight loss products do not possess. This distinctness can also be used with the creative approach of the ad. X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or WEB ADVERTISEMENT ideas All Stories Defining Technology triggered a rapid Advertising migration of people to the Internet. 6h Packard’s < Social media had become a preferred > Theory of venue for advertisements even for big Needs companies. Social media provide an Types 3h of edge in advertising because of the Advertisement 1h large number of users worldwide. ACTIVITY 2 5m PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or Facebook offers photo ads, video ideas All Stories ads, and slideshows. It also Defining offers lead, dynamic, and link Advertising adverts, all designed to make 6h Packard’s < sure consumers are engaged > Theory of with the products they Needs Types 3h of previously bought, used, or are Advertisement 1h interested in. Small businesses ACTIVITY 2 can also create their Facebook 5m pages for free. PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or Twitter offers “Promoted ideas All Stories Tweets,” “Promoted Accounts,” Defining and “Promoted Trends.” Some Advertising social media influencers are 6h Packard’s < known to be paid for brand 9 > Theory of mentions. Others simply tweet Needs Types 3h of their products or services to be Advertisement 1h retweeted by other people in the ACTIVITY 2 hope of the campaign 5m snowballing into a trend. PERFORMANCE TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or YouTube offers display ads, ideas All Stories overlay ads, skippable video Defining ads, non-skippable video ads Advertising and sponsored cards before the 6h Packard’s < searched video is played. In > Theory of creating ads for social media, Needs Types 3h of keep in mind that you are Advertisement 1h actually entering someone’s ACTIVITY 2 “personal space.” Viewers can 5m easily skip your ad or leave the PERFORMANCE page. TASK X TYPES OF Stories ADVERTISEMENT 1h + Create a Story Share your thoughts or ideas It is therefore important to All Stories incorporate the strategies Defining discussed for print, video, and Advertising radio advertising. There are 6h Packard’s < more options to advertise on > Theory of Needs social media and the list Types 3h of continues to grow. Each day a Advertisement 1h new social media application is ACTIVITY 2 5m developed. PERFORMANCE TASK X ACTIVITY 2: BRAND LOGO Stories MAKING 1h + Create a Story Share your thoughts or ideas Directions: In the same groups, All Stories the students are to make their Defining own brand and logo including Advertising 6h Packard’s < also the tagline and/or slogan > Theory of on a short bond paper. After, the Needs students must explain their Types 3h of Advertisement brand and logo in 5-10 1h ACTIVITY 2 sentences. Refer to the rubrics 5m provided. PERFORMANCE TASK X ACTIVITY 2: BRAND LOGO Stories MAKING 1h + Create a Story Share your thoughts or ideas Rubrics: All Stories Creativity of the brand & Defining Advertising logo – 15 pts. 6h < > Packard’s Originality/Uniqueness of Theory of Needs the brand & logo – 10 pts. Types 3h of Advertisement 1h Explanation – 5 pts. ACTIVITY 2 5m PERFORMANCE TASK X PERFORMANCE TASK #3 & Stories #4 1h + Create a Story Share your thoughts or Directions: Each group must ideas advertise their own brand/product in All Stories the form of Print Advertisement Defining Advertising showing their own brand logo, and 6h Packard’s < tagline and/or slogan. They may refer > Theory of to other brands but must remain Needs original and unique. They may use Types 3h of any type of paper in printing a copy Advertisement 1h of the print ad for submission. ACTIVITY 2 Scoring will be based on the criteria 5m provided below. PERFORMANCE TASK X PERFORMANCE TASK #3 & Stories #4 1h CRITERIA POINTS + Create a Story Share your thoughts or ideas CONTENT 20 pts. All Stories Defining Advertising ORIGINALITY/ 15 pts. 6h Packard’s < UNIQUENESS > CREATIVITY & 15 pts. Theory of PRESENTATION Needs Types 3h of TOTAL 50 pts. Advertisement 1h ACTIVITY 2 5m PERFORMANCE TASK  QUESTIONS? CLARIFICATIONS? VIOLENT REACTIONS? SPEAK NOW OR FOREVER HOLD YOUR  Media & Information Literacy MEDIA & ************** INFORMATION End Lesson THANK YOU FOR LISTENING! LITERACY Forgot Lesson? Questions?