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LESSON PLAN
LESSON TOPIC: The power of ads – an advertisement analysis.
LEVEL : upper- intermediate
AGE : 18
TIME : 45 min
MATERIALS :
- exemplary advertisements in print
- the magazine advertisement ‘Strong advice for vegetarians’
- sets of questions
- students’ worksheets: the ad text with blank spaces to complete
OBJECTIVES:
1. Students are able to predict what words could be suitable in the text of an advertisement.
2. Students are able to analyse the given advert in terms of its function, the addressee, the visual elements, and the linguistic features.
3. Students are able to sum up the message of the ad in a catchy slogan.
PROCEDURE :
WARM-UP
1. Teacher shows a few samples of ads to elicit from students what they advertise.
2. Teacher shows students only the photo from the ad under analysis and wants them to guess what the advertisement refers to. Students come up with some ideas and justify their guesses.
PRESENTATION
1. Students work in pairs. They get the written text from the advertisement ‘Strong advice for vegetarians’ with gaps to fill in with one word each.
2. Teacher checks students’ guesses as a whole class activity.
STUDENT’S WORKSHEET
Don’t ………………….. – why ……………you?
With …………..quarters of a century of
Healthfood retailing behind us, we’ve
developed an absolutely ………………-………………..
choice of vegetarian ………………
Burgers, bangers and ………….feasts. Macaroni,
…………….. and gnocchi. Muesli, jelly and
…………… Spring …………., herbal ………….. and fruit
………….. Ready meals and natural snacks.
Literally ………….. of vegetarian …………….
which offer variety as well as ……………..
And because our trained …………. know our
products pretty ……….., next time you …………..
into one of our 350 ……………you might get
some …………….recipe ideas.
Of course, as
a one stop
shop for
all of your
healthfood and dietary ……………….., we can
provide the mineral and ………………….
supplements you may …………….., too – like
……………………… B12 and ‘Veggie Vitamins’.
So …………….taking care of your ……………shopping at
Holland&Barrett. We ……………our strengths.
(compromise; should; three; mouth-watering; cuisine; bean; lasagne; honey; waters; teas; juices; hundreds;
delights; flavour; staff; well; drop; stores; unexpected; needs; vitamin; need; vitamin; try; food; know)
PRACTICE
1. Students work in groups of four. Each team has a different aspect of the advertisement to discuss.
A. What is the function of the advertisement?
( What is the aim of the advert? Is it a product or non-product ad? Does the ad provide information? Is the ad based on a hard sell or soft sell technique?)
B. What appears to be the intended audience?
( What exactly is being advertised? Where ...
