Do You Know Why You Bought That?

A webquest for grade 8 language arts

lkaylor@longmeadow.k12.ma.us

Introduction

Introduction

Manufacturers are constantly barraging readers, television watchers and Internet explorers with products and services they tell us we "must have". Good health, success and beauty will only go to those who purchase their products. We need to becomesophisticated in interpreting the language and images we view every day. Familiarizing ourselves with the techniques used by marketing experts can only make us more discerning consumers.

The Task

You are about to embark upon a journey which will help you identify and investigate the effect of words and images and the way they are used in advertising.

You and your partner must complete the five activities listed. The first step will be to print out a worksheet. Each worksheet must be completed in detail. It will reflect information you have accessed from visiting a variety of websites.

Activities 1-4 will be worth 10 pts. each

Activity 5-will be to create your own advertisement employing and explaining the strategies you have learned to be a marketing whiz. This will be worth 60 pts.

The Process

You are about to embark upon a journey which will help you identify and investigate the effect of words and images and the way they are used to influence your buying habits.

You and your partner must complete the activities listed. Worksheets will be required upon completion of several of these tasks. Each of the worksheets must be completed in detail and should reflect the information you have accessed from visiting a variety of websites.

ACTIVITY 1 - Print a copy of worksheet#1.

10 pts

List and identify common propaganda techniques. When you have completed the worksheet, place it in your folder for validation.

ACTIVITY 2 - Print a copy of worksheet #2.

10 pts

Identify and define "weasel words" and how they influence buying power. When you have completed this worksheet, place it in your folder for validation.

10 pts

ACTIVITY 3 - Print a copy worksheet #3.

Visit the site, Why Milk? and evaluate techniques this advertiser has used to influence the audience. When you have completed the worksheet, place it in your folder for validation.

10 pts

ACTIVITY 4 - Print a copy of worksheet #4

Visit the tobacco ad gallery and analyze their message and why they appear to be so effective. When you have completed the worksheet, place it in your folder for validation.

60 pts

ACTIVITY 5-This will be your final task worth

You may choose one of the following:

*design an ad of your own utilizing language and importance of propaganda techniques learned on this webquest

*design a truthful ad of an existing ad campaign. Design a "show and tell" ad -- one that shows truth in advertising

Before you begin final task:

1. take a look at what an honest ad might look like. Go to the BADAD site and go to the gallery and products link.

2. Review some techniques and tricks used by advertisers at MediaSmarts

Now you are ready to begin!

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Evaluation

Rubric - Worksheets

1	2	3
Some questions are answered	All questions are answered	All questions are answered in detail
Superficial answers	Some answers reflect careful analysis	All answers reflect careful analysis
Ability to analyze material not evident	Some answers demonstrate ability to synthesize new material and apply it	Answers reflect mastery of subject matter
Use and application of new terminology no evident	Occasional application of new terminology	Answers reflect master of new terminology and ability to apply this information

Rubric - Visual Presentation

1	2	3
Minimal effort	Substantial effort	Superior effort
Little attention to neatness, lettering, color selection, etc.	Good use of attractive lettering, color choices - material on poster is relevant	number 2 plus good creativity

Rubric - Oral Presentation

1	2	3
Uncomfortable speaking before a group	Relaxed speaking before a group	Speaks with a sense of engagement
Unable to explain project	Able to explain project - choice of graphic- language	Exhibits all components of presentation intro/body/conclusion
Lacks organization	Missing either intro or conclusion

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Conclusion

You have just completed a webquest which explored advertising, media and the importance of language. You are now ready to go to the mall, and make wise decisions in all your shopping excursions.

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updated 11/02