Year 10 Lesson 2: Advertisement

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Title: Introduction to Advertisement

Apply one of the four media theories to the McDonald's Advertisement:
1) Polysemy
2) Propp's Character Archetypes
3) Binary Opposition
4) Enigma Codes

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Title: Introduction to Advertisement

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Mark/Correct your answer, then add one you did not choose from the models below:
Polysemy: The phrase “You can’t run from us forever” could be read humorously as playful temptation, or more negatively as suggesting unhealthy dependence on fast food.

Propp's Character Archetypes: The burger is positioned as the ‘prize’ the audience must eventually give in to, much like the treasure in a narrative.

Binary Opposition: The text sets up a clear opposition between willpower (running away) and temptation (McDonald’s food).

Enigma Codes: The phrase “You can’t run from us forever” creates an enigma, making the audience question what McDonald’s is suggesting will eventually ‘catch up’ with them.

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 terms and definitions

• Relates to the values, attitudes, and social issues at the time of production.

• Involves the influence of politics, government decisions, and global events.

• Related to money, employment, class, or business issues.

• Refers to the available tools and platforms for production and distribution.

• Refers to the time period and events that shape the world when the media product is created.

Social

Political

Economic

Technological

Historical

• Social

• Political

• Economic

• Technological

• Historical

Match

Match the theory with the definition

• Stories use recurring character roles (like hero, villain, helper) that drive the narrative forward.

• Media texts create mystery by posing questions or withholding information to keep the audience engaged.

• Meaning is constructed through pairs of opposing ideas (good vs evil, male vs female, life vs death), which helps audiences understand conflict and themes more clearly.

Character Archetype

Enigma Codes

Binary Opposition

• Character Archetype

• Enigma Codes

• Binary Opposition

Match

Match the 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.

• A term describing a media text or sign that has multiple possible meanings or interpretations.

Connotation

Denotation

Polysemic

• Connotation

• Denotation

• Polysemic

Lesson Objectives

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

What is advertisement?

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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

Generally an advertisement will be for either commercial (i.e. money making) purposes, ideological (i.e. how people think), or recruitment

Write down the definitions below:

Commercial advertisement that want you to spend money on a product (e.g. buy something you either would not normally buy or do not currently have)
Ideological advertisement that want you to change your mind about something (e.g. vote of a political party, donate to charity or ask you to do something your do not normally do)
Recruitment advertisements that want you to either join a company or cause (e.g. get a job with a company you are not part of, join a club you are not a member of, or volunteer for a cause you have not yet joined)

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

Labelling

Label the key elements

Drag labels to their correct position on the image

Product

Slogan

Brand Logo

Labelling

Label the key elements

Drag labels to their correct position on the image

Product Description

Brand Logo

Online Links

Product

Labelling

Label the key elements

Drag labels to their correct position on the image

Online links

Product Description

Slogan

Brand Logo

Product

Lesson Objectives

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 Objectives

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

Application

​Advertisement

Application Part 1 - Purpose

How does the Apple iPhone advertisement use media language to communicate meaning?
All answers must be in full sentences

Writing Guide
1) Make point by identifying the purpose of the advertisement (Commercial, Ideological or Recruitment)
2) Provide evidence to support your claim
3) Explain why your evidence is valid by link to a target audience (who is this advertisement appealing to?)

Sentence Starters
The purpose of the advertisement is…

This is shown by…

This evidence is valid because…

Application Part 1

Read Model and mark/correct in green pen

(Point) The purpose of the Apple advertisement is commercial, as it aims to build excitement for a new product launch. (Evidence) This is shown by the inclusion of the event details such as the date, time, and website link, which invite audiences to watch. (Explain) This evidence is valid because it shows how Apple uses anticipation and mystery, with the slogan “Far out” and cosmic imagery, to communicate futuristic innovation and attract consumers.

Application Part 2 - Polysemy

How does the Apple iPhone advertisement use media language to communicate meaning? All answers must be in full sentences

Writing Guide
1) Make a point by applying Polysemy
2) Use the key elements as evidence (Slogan, ​Product Imagery, Product Description Online Links Campaign Slogan Brand Logo)
3) Explain how this evidence if valid by linking them to different types of audience impact (what do the producers want the audience to do?)

Sentence Starters
This advert can be understood through the theory of polysemy because…
This is shown by the slogan, which…
This evidence is valid because it makes the audience feel…

Application Part 2

Read Model and mark/correct in green pen

Point: This Apple advert can be understood through the theory of polysemy because it allows different interpretations of the slogan “Far out.”

Evidence: This is shown by the slogan, which could mean futuristic innovation, space exploration, or simply something cool and exciting.

Explain: This evidence is valid because it encourages different audiences to connect with the brand in their own way, making Apple’s message broad and inclusive.

Application Part 3 - Archetypes

How does the Apple iPhone advertisement use media language to communicate meaning? All answers must be in full sentences

Writing Guide
1) Make a point by applying Propp's Character Archetypes
2) Use the key elements as evidence (Slogan, ​Product Imagery, Product Description Online Links Campaign Slogan Brand Logo)
3) Explain how this evidence if valid by linking them to different types of audience impact (what do the producers want the audience to do?)

Sentence Starters
According to Propp’s character archetypes, the product is presented as…
For example, the product imagery highlights…
This means that the audience is more likely to…

Application Part 3

Read Model and mark/correct in green pen

Point: According to Propp’s character archetypes, Apple presents its technology as the ultimate ‘prize’ that the audience should desire.

Evidence: This is shown by the product imagery, with the glowing Apple logo in the night sky, which positions Apple as mysterious and powerful.

Explain: This evidence is valid because it makes audiences feel that owning Apple products is like winning a reward, persuading them to stay loyal to the brand.

Application Part 4 - Binary Opposition

How does the Apple iPhone advertisement use media language to communicate meaning? All answers must be in full sentences

Writing Guide
1) Make a point by applying Binary Opposition
2) Use the key elements as evidence (Slogan, ​Product Imagery, Product Description Online Links Campaign Slogan Brand Logo)
3) Explain how this evidence if valid by linking them to different types of audience impact (what do the producers want the audience to do?)

Sentence Starters
The advert creates a binary opposition between…
The product description emphasises…
The producers want the audience to believe that…

Application Part 4

Read Model and mark/correct in green pen

Point: The advert creates a binary opposition between the ordinary and the extraordinary.

Evidence: This is shown by the cosmic imagery and slogan, which imply that Apple technology reaches “far out” beyond normal expectations.

Explain: This evidence is valid because it suggests Apple stands above competitors, persuading the audience that Apple offers innovation unlike any other brand.

Application Part 5 - Enigma Codes

How does the Apple iPhone advertisement use media language to communicate meaning? All answers must be in full sentences

Writing Guide
1) Make a point by applying Enigma Codes
2) Use the key elements as evidence (Slogan, ​Product Imagery, Product Description Online Links Campaign Slogan Brand Logo)
3) Explain how this evidence if valid by linking them to different types of audience impact (what do the producers want the audience to do?)

Sentence Starters
The use of enigma codes makes the audience question…
This is shown by the slogan, which…
This communicates the idea that the product will…

Application Part 5

Read Model and mark/correct in green pen

Point: The use of enigma codes makes the audience question what Apple will reveal at the event.

Evidence: This is shown by the campaign slogan “Far out”, which is ambiguous and leaves the meaning open.

Explain: This evidence is valid because it builds suspense, making audiences more likely to watch the event to solve the mystery.

Lesson Objectives

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

End of Lesson

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