Lesson 2:

How much power does advertising have to alter attitudes?

Lesson objective

To consider how much power advertising has to alter attitudes and deliver messages

Success criteria

The best work will:

•Discuss and share ideas

•Explain symbolism within advertising

•Create an advert for a specific brand

Starter

• In pairs discuss your thoughts about the following issues:– Drink driving– Speeding– STI’s– Binge drinking

• Record your thoughts on the sheet provided

Drink driving

Binge drinkingSTI’s

Speeding

What do you associate with this product?

Guinness adverts from the 30’s and 40’s included phrases such as "Guinness for Strength", "Lovely Day for a Guinness", "Guinness Makes You Strong," "My Goodness My Guinness,“ and most famously, "Guinness is Good For You".

Surfer was a critically acclaimed advertising campaign

launched in 1999 to promote Guinness in the UK. The cornerstone of the campaign was a television commercial, originally 60 seconds long, which centred around a Polynesian Surfer successfully taking on a Gigantic wave. The advert went on to win more awards than any other commercial in 1999, and in2002 was voted the "Best ad of all time" in a poll conducted by Channel 4 and The Sunday Times. The plot centres around a group of surfers, waiting for the perfect wave. As it arrives, the crashing 'white horses‘ turn into actual horses. The surfers conquer the wave and run to the shore to celebrate.

What has this got to do with Guinness?

Task

You have 10 minutes to;

1. In pairs discuss and brainstorm new ideas for a Guinness advert

2. Take one of your ideas and develop it into a 30 second advert

3. Present your advert to the class