Critically+Read+Advertisements

=**How to Critically ‘Read’ Advertisements** =

**Assessment Criteria**
 * Use of metalanguage to analyse how the ad works.
 * Analysis of persuasive effect.
 * Analysis of audience.

**Activity One** In this activity you will learn how to critically ‘read’ advertisements. You will learn about and investigate:
 * Film metalanguage and persuasive techniques.
 * How different film techniques create different effects and therefore meaning.
 * The nature of codes and conventions evident in advertising and film texts, and the meanings they create.

**Step 1**

Watch the following persuasive advertisement for Evian Water:

**Advertisement Name:** Evian Babies

media type="youtube" key="XQcVllWpwGs" height="349" width="560" align="center"

Watch and listen to the following tutorial that introduces how to critically read film.
 * Step 2 **

For a large view, [|click here] media type="custom" key="9514648"

Read the example of a critical reading of the Evian Water advertisement in the table below:
 * Step 3 **

//What happens? How is the product shown? What is the setting, mood and style?// || **Audience** // Who is this ad for? [Age, gender,lifestyle.] // || **Persuasive Devices** // How does the ad make the product desirable? // || **Effect** //What is the ad saying you will have/be if you bought this product? // ||
 * Critical Reading Table**
 * **Description**
 * The babies look energetic and very ‘hip’ as they roller skate around bottles of Evian water in a city park on a sunny day. || This ad appeals to a broad audience, but I think it would especially appeal to young people because the babies are presented as ‘cool’ and ‘hip’. || Music: The babies dance around and perform tricks to hip hop music as if they are energised by the water. || <span style="background-color: transparent; color: #1f1410; font-family: Arial; font-size: 10pt; font-style: normal; font-weight: normal; text-decoration: none; vertical-align: baseline;">We are positioned to feel that Evian is youthful and lively. The ad makes it seem like a lot of fun to drink it. ||

Activity Two
In this activity, you will work in teams to identify a persuasive advertisement and critically read it.

**Step 1** Explore You Tube and find an advertisement that your team finds persuasive.

**Step 2** Embed the advertisement on your team’s Wiki page. <span style="background-color: #ffffff; color: #ff0000; font-family: Arial; font-size: 10pt; vertical-align: baseline;">Not sure how to embed your video? [|Click here to watch a tutorial.]

**Step 3** Complete the critical reading table on your team's Wiki page using the Evian Babies sample as a guide

Extension Activity
media type="youtube" key="R55e-uHQna0" height="349" width="560" What is this ad promoting?