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Subject Term 1
Language
Grade 9 Week 1-2
Link to Teaching
• Reading and viewing: Visual Literacy – THE ADVERTISEMENT
and Assessment
Plan
Introduction • Have you ever watched a commercial and immediately thought, 'I have to
have that'? Then you have been the victim of a successful advertisement!
• Advertisements are pictures, flyers, posters and videos made by companies
that are trying to persuade, or convince, people to buy a product or a
service.
Consolidation • On completion of this lesson, you should recognize the features of an advertisement
and have an idea of the persuasive techniques employed by advertisers.
Paper based resources: Digital resources:
Worksheets are provided. https://wcedeportal.co.za/curriculum-
Dictionary supporthttps://wcedeportal.co.za/partners/#103031
https://youtu.be/hZxCGlUmxmM
Skills Teaching Methodologies/ Resources / LTSM
(WHAT I am going to (HOW I am going to (WHAT I am going to use to
teach/guide/support) teach/guide/support…) teach/guide/support…)
Reading & Viewing: Key Concepts of the https://youtu.be/hZxCGlUm
advertisement to be xmM
explained.
TEACHER’S
Refer to learner’s activities
ACTIVITIES
to guide the learner.
Read through the learner Dictionary
activity and make sure that https://youtu.be/hZxCGlUm
your child understands what xmM
to do. Encourage your child
to use a dictionary,
hardcopy or online.
PARENT’S
ACTIVITIES
LEARNER’S
ACTIVITIES
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The following are features of an advertisement. Absolutely everything in the advertisement is
deliberately placed to sell the product.
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AIDA is one of the founding principles of modern marketing and advertising. A successful advertisement should generally contain the four AIDA steps.
1. ATTENTION – Grab the attention of the audience.
- Attention grabbing headings and captions, pictures, graphics, illustrations.
- Slogan/ Logo - memorable, catchy, clearly visible, creative.
- Big and smaller letters, different fonts and colours, easy to read, interesting use of space(layout),
eye-catching, use of bold and italics.
2. INTEREST – It is essential to keep the potential customer’s interest.
- Simple, catchy, humorous, play on words, alliteration, repetition, stereotypes.
- Basic information should be easy to find; key features of the product
- smaller font could be used
- personalising the product by using personal pronouns like ‘you’.
3. DESIRE – The desire to own the product must
be created. The benefits of the product are emphasized.
- Design and need is exploited.
- Human needs or desires are appealed to: greed, health,
status, security, easy living, envy, popularity, etc.
4. ACTION – The last stage is to move
the customer to purchase the product.
- Contact information: landline and
cellphone numbers, e-mail, website.
– Incentives: Discounts,
reductions, free gifts, special
offers, mystery prizes,
two-for-one offers,
sale notices.
Watch the video below and complete the following table:
Name of product advertised
Slogan
Draw the logo
Target market
Show how the advertisement:
Draws Attention
Sustains Interest
Creates Desire
Encourages Action
Watch the advertisement by accessing this link: https://youtu.be/hZxCGlUmxmM
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Enrichment: Complete the table above for the following advertisements.
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USE THE SUGGESTED ANSWERS BELOW TO SEE HOW WELL YOU ARE AT ANALYSING
AN ADVERTISEMENT.
Name of product advertised Pepsi Zero Sugar
Slogan Zero Sugar. Done Right.
Draw the logo
Target market Health conscious people
Active people/Athletes
Show how the advertisement:
Draws Attention • Uniformity of large group of
people.
• Bright red colour.
• Music.
Sustains Interest • The coke in their hands, a
popular name brand is featured.
• People appear to be about to
dance.
• The colour contrast of coke vs
pepsi – Red and Black
• Popular artist Missy Elliot and
H.E.R.
• Transformation from boring red
to energetic black – contradiction
of the stereotype with regards to
colour.
• Dance sequence and upbeat
music.
Creates Desire • Desire to be different
• Desire to be popular
• Desire to be fashionable
Encourages Action • No deliberate indicators. The
assumption is that the product is
popular enough to produce action
to purchase.
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