Part of Unit: Commercial, PSA, & Promo Video
Lesson Plan Overview / Details
This lesson will introduce students to persuasion and propaganda techniques used in PSAs and commercials.
- 90 - 100 Minutes
California Career and Technical Education Standards
- AME.A.A18.104.22.168 Proficient - Research and analyze the work of an artist and write about the arti...
- AME.A.A22.214.171.124 Advanced - Analyze their works of art as to personal direction and style.
- AME.A.A126.96.36.199 Advanced - Describe the relationship involving the art maker (artist), the makin...
- AME.A.A188.8.131.52 Proficient - Articulate how personal beliefs, cultural traditions, and current s...
California Academic Content Standards (Reinforced)
- ELA.11-12.LS.C.1.1 Recognize strategies used by the media to inform, persuade, entertain, and trans...
- ELA.9-10.LS.2.5b Deliver persuasive arguments that use rhetorical devices to support assertions (...
- VA.9-12 (proficient).AV.MIJ.4.3 Formulate and support a position regarding the aesthetic value of a specific wor...
Objectives and Goals
- Students will understand the differences and similarities between a PSA and a commercial. .
- Students will understand the difference between a message and information.
- Students will be able to determine the effectiveness of a PSA spot.
- Students will understand the elements of persuasion and propaganda.
- Students will know the elements of an effective PSA
Activities in this Lesson
- Drugs and handwashing - Hooks / Set
When students enter the classroom play the three PSAs - Brain on drugs, diving board, Wash your hands.
Ask if they feel these are effective, what works and what does not?
Are there any PSAs they have seen? Why do they remember these PSAs? What made them memorable?
A good public service announcement does a number of things. It can inform the viewer of an issue. It can be a "call to action" that either asks viewers to change a behavior, i.e. don't smoke. It can praise viewers for not engaging in a certain manner, i.e. if you don't smoke, don't start.
- Message vs. Information - Lecture
When finished ask students, “What do these videos have in common?” (all have a message to impart on viewer) Let them know these are Public Service Announcements.
Show Lipton Iced Tea commercial with Eminem.
Ask students, “What is the difference between PSA and commercial?” (Commercials are used to sell product, create need; PSAs are used to sell ideas, change behavior or inform viewer of issue)
How is a ‘message’ different than ‘information’ in a commercial?
As producers, students will have to consider what their message will be for the PSA project and determine the most effective technique to convey the message to the viewer.
- Propaganda - Demo / Modeling
Write the word Persuasion on the board and ask if they know what the word means.
Write any answer on the board and then write definition, “Persuasion: to cause someone to do something by means of argument, reasoning or entreaty (plea), to convince, make someone believe.”
Give them scenario: It's Monday and because you came home late on Saturday, you have been grounded for two weeks . The next weekend your best friend is having their 18 th birthday party.
Ask how would students persuade parents to allow them to go?
List “techniques” students say on board: these may include but not exclusive to lying (I’m going to her/his house to study), feeling left out/isolated (I’ll be the only one NOT going), bribery (I’ll wash the car, dog, etc) guilt, flattery.
Handout "Persuasive Techniques" discuss with students.
Now write Propaganda on board –ask students to define. If no student can define, write definition.
“The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person”
- Persuasive techniques handout [ Download ]
- Which is it? - Check Understanding
Handout "Types of Propaganda" and read through with students.
Show Dove commercial – when finished ask students, "Is this a PSA or a commercial?"(Arguments can be made for both.)
What type of propaganda is used? (It’s not quite clear but could take a bit of discussion to get to Plain folks, fear.)
- Convince me - Group Work
Pair students into working partners. Try to pair them with others they have not worked with. The students are to come up with one product and one issue that they would like to “sell” to their classmates.
After they decide on their product and issue they should determine what technique would work best to “sell” the product/idea and why they feel that technique is the best.
When all groups are finished, the teams should join with another pair of students to become a “super” group. At that point the groups need to choose 1 product and 1 idea to present to the class as a group.
- On your own - Closure
Homework - Each student needs to find two "effective" print ads. Bring to class tomorrow along with a write up (at least a paragraph for each) of what makes them effective and what techniques they feel are being used.
Questions to ponder:
What do you notice first?
What info is given about the product?
What is shown as important in the image?
What is the lifestyle or fantasy being promoted?
What is the message of the ad?
Discussion during presentation and teacher observation of student engagement.
Student group presentation to class and must be able to answer other student questions.
Students complete homework assignment and be prepared to defend their choices.