Year 10 Lesson 2: Advertisement

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​Advertisement

Title: Introduction to Advertisement

Match

1) Composition
2) Direct Address
3) Colour
4) Costume and Appearance

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Match
A) The clothing, hairstyle, make-up and physical appearance of a character.
B) The use of colours, brightness and contrast to create meaning.
C) When a person looks directly at the audience or camera.
D) How people, objects and text are positioned and arranged within an image.

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​Advertisement

Title: Introduction to Advertisement

1D
2C
3B
4A

WOTL: Advertisement

​​Write down the WOTL, its definition, and your own example sentence that uses it.

Definition​
a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy.

​Example sentence
Advertisement is one of the most common types of media.

​Write in your exercise book

Lesson Objectives

1) Retrieval
2) What is advertisement?
3) Questioning
4) Application

Retrieval

​Advertisement

Match

Match the key terms

• Refers to the deeper, implied or symbolic meaning behind what is shown or said in a media text—how audiences interpret the media based on cultural, emotional, or social context.

• Refers to the literal, surface-level meaning of a media text, image, or word—what is explicitly shown or said, without any hidden meaning or interpretation.

• The study of signs and their meaning

• a typical, universal pattern, role, or character type that appears repeatedly across stories, myths, films, and other forms of media.

• a pair of contrasting ideas, values, or concepts (such as good vs evil, hero vs villain, male vs female) that are used in media texts to create meaning and drive narratives.

Connotation

Denotation

Semiotics

Archetype

Binary Opposition

• Connotation

• Denotation

• Semiotics

• Archetype

• Binary Opposition

Match

Match the visual codes

• How people, objects and text are positioned and arranged within an image.

• The clothing, hairstyle, make-up and physical appearance of a person or character.

• the colours used in a media product, including brightness, contrast and colour schemes.

• When a person in an image looks directly at the audience or camera.

Composition

Costume and appearance

Colour

Direct address

• Composition

• Costume and appearance

• Colour

• Direct address

Match

Match the meaning created

• make a person or object seem important, powerful, weak, isolated or dominant.

• can communicate identity, personality, status, occupation or stereotypes.

• create mood and suggest ideas such as danger, love, power, sadness or happiness.

• creates a direct connection with the audience and can make the person seem confident, powerful, friendly or threatening.

Composition

Costume and appearance

Colour

Direct address

• Composition

• Costume and appearance

• Colour

• Direct address

Match

Match the theories/theorist

• Study of signs and their meaning

• The study of narrative character types

• Two conflicts idea

• The creating of mysteries

Semiotics

Propp's Character Archetypes

Levi-Stauss' Binary Opposition

Barthes' Enigma Codes

• Semiotics

• Propp's Character Archetypes

• Levi-Stauss' Binary Opposition

• Barthes' Enigma Codes

Categorize

Options (8)

Denotation

Connotation

Hero

Villain

Prize/Princess

Character Archetypes

Binary Oppositions

Enigma Codes

Categories the terms by the theory/theorist

Semiotics

Propp

Levi-Strauss

Barthes

Match

Match the Propp archetypes

• The one who goes on a quest, faces obstacles, and achieves a goal

• Those who try to stop the hero

• The goal of the quest.

• Provides something useful to the hero

• Undermines the hero by being either selfish or deceptive

Hero

Villain

Prize

Donor

False Hero

• Hero

• Villain

• Prize

• Donor

• False Hero

Lesson Journey

1) Retrieval
2) What is advertisement?
3) Questioning
4) Application

Lesson Objective

To write a one paragraph media analysis of a print advertisement that meets the five marking bands

What is advertisement?

​Advertisement

Poll

What do you think of when you think of advertisement?

• Something that changes people's behaviour

• Something that is trying to sell something

• Something that is annoying (e.g. pop up ads)

• Something that is important

What is advertisement?

​Advertisements are designed to change a target audience's behaviour.

A target audience is the group of people whose behaviour an advertisement wishes to change.

For example, a Coca Cola advertisement seeks to change someone from being a non-drinker of Coca Cola to a drinker of Coca Cola

The purpose of an advertisement

Write down the definitions below:

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Commercial: advertisement that want you to spend money on a product
Ideological: advertisement that want you to change your mind about something
Recruitment: advertisements that want you to either join a company or cause

Multiple Choice

What is the purpose of this advertisement?

• Recruitment

• Commercial

• Ideological

Multiple Choice

What is the purpose of this advertisement?

• Recruitment

• Commercial

• Ideological

Multiple Choice

What is the purpose of this advertisement?

• Recruitment

• Commercial

• Ideological

Analysing Print Advertisement

When analysising print advertisements (e.g. posters and billboards), we break them down into their respective key elements.


Not all key elements will always be present in every advertisement

Key Elements of an Advertisment

​Write down the below key elements
Slogan
A short phrase designed to hook the audiences attention
​Product Imagery
The visual presentation of the Item or idea being promoted
Product Description
A written description of the product
Online Links
Links to website and social media
Brand Logo
Sign denoting the company or campaign distributing the product

​​If there is no product description then you just refer to the imagery as just product rather than product imagery

Key Elements

​Slogan
A short phrase designed to hook the audiences attention

​Product
Item or idea being promoted

Brand Logo
The company or campaign in charge of the product

Key Elements

​Slogan
A short phrase designed to hook the audiences attention

​Product
Item or idea being promoted

Brand Logo
The company or campaign in charge of the product

Online Links
Links to website and social media

Campaign Slogan
Phrase repeated through a series of advertisements to connect them

Product Description
A written description of the product

Labeling

Label the key elements

Drag labels to their correct position on the image

Product

Slogan

Brand Logo

Labeling

Label the key elements

Drag labels to their correct position on the image

Online Links

Brand Logo

Product Description

Product

Labeling

Label the key elements

Drag labels to their correct position on the image

Product

Online links

Slogan

Product Description

Brand Logo

Think-Pair-Share

Turn and Talk

With the person sitting next to you discuss the following:
1) What does the slogan communicate?
2) What does the brand logo communicate?
3) What does the product imagery communicate?

Terminology
​Slogan
A short phrase designed to hook the audiences attention ​
Product Imagery
The visual presentation of the Item or idea being promoted
Brand Logo:
Sign denoting the company or campaign distributing the product

Lesson Journey

1) Retrieval
2) What is advertisement?
3) Questioning
4) Application

Questioning

​Advertisement

Match

The purpose of an advertisment

• advertisements that want you to spend money on a product

• advertisements that want you to change your mind about something

• advertisements that want you to either join a company or cause

Commercial

Ideological

Recruitment

• Commercial

• Ideological

• Recruitment

Match

Match the Key Elements

• A short phrase designed to hook the audiences attention

• The visual presentation of the Item or idea being promoted

• A written description of the product

• Links to website and social media

• Sign denoting the company or campaign distributing the product

Slogan

​Product Imagery

Product Description

Online Links

Brand Logo

• Slogan

• ​Product Imagery

• Product Description

• Online Links

• Brand Logo

Drag and Drop

The McDonald’s advert uses the ​

Placeholder

“You can’t run from us forever” as a short, memorable phrase to hook the audience’s attention, which can be interpreted ​

Placeholder

: either as a playful temptation or as a darker suggestion about dependence on fast food. The product imagery of the burger, brightly lit against a bold red background, positions it as the ultimate ‘prize,’ linking to ​

Placeholder

where the food becomes the treasure in the narrative. The wording of the slogan also creates a binary opposition between self-control (resisting unhealthy eating) and temptation (indulgence in McDonald’s), reinforcing the inevitability of giving in. At the same time, the phrasing works as an ​

Placeholder

, making the audience question what they are really ‘running from’ and prompting curiosity. Finally, the brand logo in the corner acts as the anchor for the campaign, ensuring that the slogan and imagery are directly associated with McDonald’s, much like a campaign slogan repeated across multiple adverts would build ​

Placeholder

.

Drag these tiles and drop them in the correct blank above

slogan

polysemically

Propp’s character archetypes

enigma code

brand recognition

Drag and Drop

The Nike advert uses the ​ slogan “The shoe works if you do” to hook the audience’s attention and motivate them, which can be read ​

Placeholder

: some might see it as empowering, linking success to effort, while others might view it as pressurising, suggesting failure is the consumer’s fault. The ​ product imagery of the sneakers is central, positioning the shoes as the ‘prize’ within ​

Placeholder

, a reward for those who commit to working hard. The message also sets up a ​

Placeholder

between laziness and productivity, implying that Nike footwear aligns with the active, ambitious side of that divide. At the same time, the phrase “works if you do” acts as an ​

Placeholder

, leaving audiences to question how the shoes will help them achieve more if they put in effort. The product description highlights comfort, quality, and style, reinforcing Nike’s appeal to both fashion and performance. Meanwhile, the campaign slogan “Just Do It” is repeated across their branding to build recognition, while the brand logo (the iconic swoosh) and online link to nike.com anchor the advert, ensuring that the message directly ​

Placeholder

.

Drag these tiles and drop them in the correct blank above

polysemically

Propp’s character archetypes

binary opposition

enigma code

connects back to the company

Lesson Journey

1) Retrieval
2) What is advertisement?
3) Questioning
4) Application

Application

​Advertisement

Writing Bands

1) Denotation
2) Connotations
3) Terminology
4) Audience
5) Theory

Write-Pair-Share Denotation

Task
Start your analysis by writing a short description of each visual code of the media text

​Write in your exercise book

Example:
The advert features a person looking directly at the camera.

Visual Codes
1) Colour
2) Composition
3) Costume and appearance
4) Direct Address

Band 1:
You have described the product being analysed using visual and/or visual codes

Write-Pair-Share Connotation

​Write in your exercise book

Band 2:
You have linked your description to a deeper meaning

Task
Deepen your analysis by linking your visual code to a connotation

Example
Their direct gaze connotes honesty and vulnerability, creating a personal connection with the audience.

Connotations

1) Colour: Creates meaning by establishing mood, emotions and symbolism.

2) Composition: Creates meaning by establishing importance, power and relationships.

3) Costume and appearance: Creates meaning by communicating identity, personality and social status.

4) Direct address: Creates meaning by establishing audience connection, confidence and authority.

Write-Pair-Share Key Terminology

​Write in your exercise book

Band 3:
Everything you write must use subject specific terminology

Task
Elevate your analysis by using multiple key terms

Example:
The use of direct address and central composition creates connotations of authenticity and encourages audience engagement.

Key Terms
1) Denotation
2) Connotation
3) Semiotics
4) Archetype
5) Binary Opposition
6) Enigma Codes
7) Polysemy
8) Visual Codes
9) Written Codes

Write-Pair-Share Audience

Explain your analysis by identifying an expected audience reaction or target audience

​Write in your exercise book

Band 4:
Explain your analysis by linking it to how audience expectations

Example
Direct address encourages the target audience to empathise with the individual and support Macmillan's campaign.

Typical Target Audiences

1) Children and families

2) Teenagers and young adults

3) Fans

Typical Audience Reactions

1) Excitement – eager to watch the film.

2) Curiosity – interested in discovering more.

3) Identification – relating to a character or their experiences.

Write-Pair-Share Theory

​Write in your exercise book

Band 5:
Justify your analysis by using a media theory

Task
Justify your analysis by attaching a media theory.

Example
Semiotic theory supports this interpretation because the direct gaze acts as a sign that communicates vulnerability and encourages empathy.

Your analysis focuses on…	Theory to use	How the theory supports your analysis
Characters	Propp's Character Archetypes	Explains how characters fulfil recognisable roles.
Connotations	Semiotics	Explains how visual signs communicate meanings and ideas.
Mystery	Barthes' Enigma Codes	Explains how mystery encourages audiences to seek answers.
Juxtaposition	Lévi-Strauss' Binary Oppositions	Explains how contrasting elements create meaning.

Extended Writing

Write a Visual Code analysis of the Everyone advertisement using the five writing bands

​Write in your exercise book

Key Terms
1) Denotation
2) Connotation
3) Semiotics
4) Archetype
5) Binary Opposition
6) Enigma Codes
7) Polysemy
8) Visual and Written Codes

Writing Bands
B1) Denotation
B2) Connotation
B3) Key Terminology
B4) Audience
B5) Theory

Theories/Theorists
Semiotics
Propp's Character Archetypes
Levi-Strauss' Binary Oppositions
Barthes Enigma Codes

Visual Codes
Colour
Composition
Appearance
Direct Address

Connotations
1) Colour: Creates meaning by establishing mood, emotions and symbolism.

2) Composition: Creates meaning by establishing importance, power and relationships.
3) Costume and appearance: Creates meaning by communicating identity, personality and social status.

4) Direct address: Creates meaning by establishing audience connection, confidence and authority.

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​Typical Target Audiences
1) Children and families
2) Teenagers and young adults
3) Fans

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​Typical Audience Reactions
1) Excitement – eager to watch the film.
2) Curiosity – interested in discovering more. 3) Identification – relating to a character or their experiences.

Extended Writing

In green pen, review your analysis by marking where you achieved the marking bands and using the below examples to improve

​Write in your exercise book

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​Writing Bands
B1) Denotation
B2) Connotation
B3) Key Terminology
B4) Audience
B5) Theory

Colour – Lévi-Strauss' Binary Opposition

The advert uses muted colours alongside the child's face (B1: Denotation), connoting sadness and hardship (B2: Connotation). The subdued colour palette creates a serious atmosphere (B3: Terminology), encouraging the audience to recognise the child's difficult circumstances (B4: Audience). This is consistent with Lévi-Strauss' binary opposition theory because the advert invites audiences to contrast suffering with happiness (B5: Theory).

Composition – Propp's Character Theory

The child is positioned prominently in the centre of the advert (B1: Denotation), connoting their importance and vulnerability (B2: Connotation). The central composition emphasises the child as the main subject (B3: Terminology), encouraging the audience to sympathise and consider donating (B4: Audience). This is consistent with Propp's character theory because the child is represented through the victim archetype, positioning the audience as potential helpers (B5: Theory).

Lesson Objectives

1) Retrieval
2) What is advertisement?
3) Questioning
4) Application

End of Lesson

​Advertisement