Lesson Overview:

Students will develop an understanding of the influence of marketing. Using an advertisement for a kid-oriented product, students will discuss what appeals to them about each item, brainstorm different categories of kid-oriented products, and explore the concept of target audiences. They will draw a picture of the product, using basic elements and principles of art to create background and foreground in the drawing.

Length of Lesson:

One 45-minute class period

Notes:

This lesson is particularly suitable for grades 5-6.

Instructional Objectives:

Students will:

• develop a basic understanding of the influence that advertising exerts on them through the media.
• think critically about the purpose of advertising, and what the term "target audience" means.
• use principles of art and design to create an advertisement of their own.

Supplies:

• Overhead transparencies
• Overhead pens
• Pencils
• 18" x 12" newsprint paper

Instructional Plan:

(Note: In preparation for teaching this lesson, have each student bring to class a favorite kid-oriented product (game, CD, toy, etc.) that the student owns, and an example of an advertisement, either print or television/videotape, for the item.)

Begin with a class discussion in which each student shares why he/she likes their particular product. Have all students brainstorm different categories of kid-oriented products. For example, students should distinguish between a board game or a video game. Create a list of these categories on the board or chart paper. Discuss reasons for valuing particular items.

In order to promote an enhanced understanding of advertising and the effect it can have, have students divide into pairs or small groups and temporarily exchange with one another their product and the associated advertisement. Encourage the children to ask detailed questions:

• When did you get your item (game, CD, etc)?
• Did you see an advertisement for the product and then ask for it? If so, what about the advertisement caught your attention?
• If you received it as an unsolicited gift, how did the giver (family member, friend, etc.) know to give it?
• Are advertisements sometimes targeted towards parents, or are they always directed at children?

Distribute the Elements and Principles of Art handout to students. Explain to students that the class will only focus on a few of these elements and principles. The next activity is for students to draw his/her item from observation. The background will then be drawn in to show where the item is usually kept at home (shelf, drawer, etc.). Explain to students that this drawing will become their own advertisement for their product.

Distribute 18" X 12" newsprint paper and pencils. Explain and then illustrate the concept of using overlapping lines to create the illusion of foreground/background space in the picture plane. When students have finished their drawings, compare the various choices made in the placement of the object on the page, using this analysis to engender a discussion about the principle of balance. Collect drawings, as students will use these drawings as springboard during the next lesson.

Assessment:

Use the Assessment Rubric to evaluate students.

Authors:

• Helen Robertson
  Hawthorne Elementary School, University of British Columbia
  , British Columbia Canada