Lesson Plan | Traditional Methodology | Textual Genre: Advertising Text

Objectives

Duration: 10 to 15 minutes

The purpose of this stage of the lesson plan is to provide students with a clear understanding of the lesson's objectives, ensuring that they know what is expected of them to learn and develop throughout the session. This helps to focus students' attention and direct their expectations, facilitating more effective and targeted learning.

Main Objectives

1. Understand what an advertising text is and its characteristics.

2. Recognize the elements of appeal to the general public.

3. Identify the structure and specific language used in advertising texts.

Introduction

Duration: 10 to 15 minutes

The purpose of this stage of the lesson plan is to provide students with a clear understanding of the lesson's objectives, ensuring that they know what is expected of them to learn and develop throughout the session. This helps to focus students' attention and direct their expectations, facilitating more effective and targeted learning.

Context

Start the class by explaining to students that advertising is present in our daily lives in various forms, from TV commercials to Instagram ads. These texts aim to convince the public to buy a product, use a service, or adopt an idea. Explain that to achieve this goal, advertising texts use persuasive language and specific strategies that will be studied in this class.

Curiosities

Did you know that the first advertising announcement in the world was published in 1472? It was a poster pasted on the doors of a church in London, announcing a book of prayers. Since then, advertising has evolved tremendously and today uses digital media, influencers, and even artificial intelligence to reach the audience more effectively.

Development

Duration: 50 to 60 minutes

The purpose of this stage of the lesson plan is to deepen students' knowledge about advertising texts, addressing their characteristics, structure, and elements of appeal. By the end of this section, students should be able to identify and analyze advertising texts, understanding how different elements contribute to audience persuasion. Additionally, students will have the opportunity to apply the knowledge acquired in creating their own advertising texts.

Covered Topics

1. Definition and Purpose of Advertising Text: Explain that an advertising text is a piece of communication created to promote a product, service, idea, or brand. Detail that its main purpose is to persuade the public to perform a specific action, such as buying something or adopting a behavior. 2. Characteristics of Advertising Text: Address the main characteristics that define an advertising text, such as the use of persuasive, creative, and direct language. Highlight the use of slogans, attention-grabbing statements, impactful images, and the careful choice of words to attract and convince the audience. 3. Elements of Appeal to the Public: Describe the different types of appeal used in advertising texts, such as emotional appeal (feelings and emotions), rational appeal (logical arguments and data), moral appeal (ethical and social values), and humorous appeal (use of humor to attract attention). Explain how these appeals are used to influence consumer behavior. 4. Structure of Advertising Text: Explain the common structure of an advertising text, which usually includes an eye-catching title, a body with information and persuasive arguments, and a call to action (CTA). Exemplify each part with real examples of advertising announcements. 5. Language and Style: Detail how language and style are adapted to the target audience. Talk about the importance of using accessible, clear, and attractive language. Give examples of how word choice and tone can vary depending on the product and the audience.

Classroom Questions

1. Identify an example of emotional appeal and an example of rational appeal in an advertising announcement of your choice. Explain how each appeal was used to persuade the audience. 2. Choose an advertising announcement and analyze its structure. Identify the title, body of the text, and the call to action (CTA). Explain how each part contributes to the effectiveness of the announcement. 3. Create a small advertising text for a fictional product. Include an eye-catching title, persuasive arguments in the body of the text, and a call to action (CTA).

Questions Discussion

Duration: 20 to 25 minutes

The purpose of this stage of the lesson plan is to review and consolidate the knowledge acquired by students, through the discussion of the presented questions. This moment allows students to share their answers, receive feedback, and reflect on the content studied, promoting a deeper and collaborative understanding.

Discussion

• 1. Identify an example of emotional appeal and an example of rational appeal in an advertising announcement of your choice. Explain how each appeal was used to persuade the audience.

• Explain that an emotional appeal seeks to create an emotional connection with the audience. For example, an ad from an NGO showing images of abandoned animals to sensitize the public and encourage them to donate. Meanwhile, a rational appeal uses logical arguments and data to convince. For example, a detergent commercial that shows comparative tests demonstrating the product's superiority over competitors.

• 2. Choose an advertising announcement and analyze its structure. Identify the title, body of the text, and the call to action (CTA). Explain how each part contributes to the effectiveness of the announcement.

• An example could be an ad for a new smartphone. The eye-catching title could be something like 'The future is in your hands'. The body of the text would present the features and benefits of the smartphone, such as high-resolution camera and long battery life. The CTA could be 'Buy now and enjoy an exclusive discount'. Each part of the ad works to attract attention, provide information, and encourage the purchase action.

• 3. Create a small advertising text for a fictional product. Include an eye-catching title, persuasive arguments in the body of the text, and a call to action (CTA).

• Students might create an ad for a 'super pencil' that never needs sharpening. An example might be: Title: 'Never stop writing again!' Body of text: 'With the Infinite Super Pencil, you will never need a sharpener again. Its advanced technology ensures smooth and continuous writing, ideal for students and professionals. Save time and increase your productivity!' CTA: 'Get your Infinite Super Pencil now and never be interrupted again!'

Student Engagement

1. What are the advantages of using emotional appeal in an advertising announcement? 2. How can a rational appeal be more effective in certain contexts? 3. Do you think humor is an effective tool in advertising texts? Why? 4. How do the language and style of advertising texts change according to the target audience? 5. Which elements of an advertising text did you find most challenging to identify or create?

Conclusion

Duration: 10 to 15 minutes

The purpose of this stage of the lesson plan is to review and consolidate the main points addressed, ensuring that students have a clear and structured understanding of the studied content. This moment also reinforces the practical importance of the topic and how it applies to students' everyday lives.

Summary

• Definition and purpose of advertising text.
• Characteristics of advertising text, including persuasive, creative, and direct language.
• Elements of appeal to the public: emotional, rational, moral, and humorous.
• Structure of the advertising text: title, body of text, and call to action (CTA).
• Language and style adapted to the target audience.

The class connected theory to practice by presenting real examples of advertising announcements and analyzing their structures and appeals. Students were able to apply the knowledge acquired by creating their own advertising texts, which facilitated the understanding of the techniques and strategies studied.

Understanding advertising texts is essential in everyday life, as we are constantly exposed to ads that influence our consumption decisions. Furthermore, the ability to recognize persuasion techniques can help students make more informed and critical decisions.