CONSUMER CULTURE

Are we being bought?

NAME: _________________

CLASS: _______________

Logos and Brands

ChallengeWhat colour(s) do you associate with the following companies or brands?

Commonwealth Bank Nintendo Wii Nike Penguin Books Qantas

Toyota Facebook Target YouTube Pepsi

Draw the following logos or symbols to the best of your memory and knowledge.

McDonald’s Facebook Telstra

ABC Qantas Mercedes

Nike Twitter Microsoft Windows

LG Wii Target

Apple Google Commonwealth Bank

Why do we love Brands so much?

Watch the Secret of Superfoods, take notes and then answer the following questions…

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Why has Coca Cola become such a successful brand?

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Why is Irn-Bru so popular in Scotland?

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What difference does a label make?

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Why do companies want to recruit the teenage consumer so badly?

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What is meant by ‘brand personality’?

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How important is the reputation of a brand?

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ADVERTISING TECHNIQUES - GLOSSARY

Advertising techniques

Technique Definition/Use of technique ExamplesBrand name familiarity(including slogans)

Nike’s ‘Just do it’, Holden’s ‘Nothing quite like a Holden’

‘The language of appeal’ (emotive language, including repetition, play on words, modality)

‘New’, ‘Free’, ‘Amazing’

Celebrity Endorsement

Authority Endorsement Colgate toothpaste ‘Number 1 recommended by dental professionals’

Bandwagon/Status appeal

Quality claims or compensations and informative statements

Beauty appeal

Escape (escapism)

Independence/Individuality Associates product/service with people who can think and act for themselves. Products are linked to individual decision making.

Intelligence Associates products with behaviours or lifestyles that oppose society’s norms

Peer approval

Rebelliousness

Scientific/Statistical claim

What and Who

Product or Service

(What is being advertised?)

Target Audience

(Who is it aimed at?)

Persuasive Techniques

(How is the advertisement trying to persuade us to buy the product/service?)

Cologate Toothpaste

48 Hour Detox

Amazon Kindle vs ipad

Samsung Galaxy Note 3

Emotive Language, Sound & Images

Skin Cancer AdvertisementLook at the Skin Cancer poster on the screen and fill out the worksheet

AdvertisingOn the line:What type of ad is this?(print, digital, radio etc.)

What do you see/hear in the advertisement?

Between the line:Who is the advertiser targeting? (target audience)

What benefit/lifestyle is it promoting?

What is being sold/promoted?

What is the message?

In what ways does the advertisement of the product or service attract your attention?

Beyond the lines:Is the advertisement successful? Why? Why not?

How could the advertiser make the product/service more appealing for you?

How are advertisers responsible for the effects of their campaigns?

CONNECTIONS BETWEEN ADVERTISING & LIFESTYLE

1. What reaction do the children have to the shirt with the Nike symbol?

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2. What kind of person do they associate with the Nike tick?

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3. What kind of lifestyle is associated with the Nike tick?

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4. How has this symbol become such a famous one in popular culture?

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ACTIVITY: Design a symbol that you would like on a shoe or clothing brand.

ONLINE MARKETING

How has consumer habits changed due to Technology?

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Where do you see advertising on the Internet?

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TASK: Use the Google search engine for 3 search topics that result in at least three sponsored ads coming up. Write your answers in your book & fill in the worksheet.

Search 1 – _____________________________________________________________Sponsored Advertisements listed - __________________________________________

Search 2 – _____________________________________________________________Sponsored Advertisements listed - __________________________________________

Search 3 – _____________________________________________________________Sponsored Advertisements listed - __________________________________________

How do we know that these are paid advertisements?

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Where are the advertisements positioned in the search list?

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Why do companies advertise on the internet?

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Online Marketing Survey

Technology Advertising Example

Benefits Implications

Smartphones Subscription-based games Promotion of new games and fast access to downloads

Young children may purchase game money and objects (not knowing that they are playing with real money)

Tablets Free apps and paying for advertisement-free ‘app-updates’

Social Networking Sites Personalised ads on Facebook (based on age entered by user)

General Internet Use Pop-ups

Online Stores

NEED VS WANT

Write down the last 5 things you purchased or were purchased for you by your parents.

1.

2.

3.

4.

5.

Next to each item write down if they were a ‘NEED’ or ‘WANT’

If so many of our purchases are wants rather than needs and when we think about it we know that we can live without these things, what compels us to want so much?

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Are we being bought?

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ETHICAL CONSUMERISM

Ranking Scenarios

Write your own definition for ethical consumerism. _________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Dane, Nate, Eric, Finn and Chris all play together on the same basketball team but, when it comes to buying their basketball gear and clothing in general, they all have quite different consumer habits. Read the five summaries below and rank them from the most ethical consumer (1) to the least ethical consumer (5).

Ranking scenariosWho’s the most ethical consumer?

Rank from1 to 5

Dane doesn’t go clothes shopping very often. He typically keeps things until they are totally worn out and almost never buys something unless he really needs it. When he does need new clothes, Dane usually goes to op-shops and finds stuff he likes there. He can get two bags full of clothes for the same price he’d pay for one dress shirt at a store in town. When picking out clothes, he goes for whatever he thinks looks cool and fits him okay. Some of the clothes are big brand names and others aren’t. It doesn’t really bother him either way. Nate loves basketball and almost exclusively wears big-name sporting brands. Even his underwear and socks have to be a brand name! He just feels more comfortable wearing brands, not to mention they are far better quality than cheap no-name clothes. Nate didn’t really like paying over $250 for his basketball boots, but they are the ones his favourite player wears, so he had to get them, right? Every now and then Nate hears how some of the brands he buys are made in sweatshops or with child labour. He doesn’t like the idea of that, but at the same time, no-one has ever shown him any proof of it, so he just keeps wearing the brands he likes.Eric buys almost all of his clothes on the internet. He uses sites and companies from all over the world. Because there are such bargains to be found online, he still gets a good deal even after paying for shipping. Occasionally stuff doesn’t fit him properly or isn’t quite the same as it looks online and he has to send it back, but he usually gets it right. Eric likes to be trendy and buys a lot of brand-name clothes, but not really big brands; he’s heard some of them exploit people in the developing countries where they are manufactured. Instead he buys the ‘smaller’ brand names…he’s never heard anything bad about any of them. Besides, they make cooler stuff anyway!Finn takes buying clothes very seriously. No way is he going to give his money to companies that do the wrong thing by their workers or by the environment! He researches brands and companies on the internet before purchasing their products. A lot of his clothes are made from hemp or other natural fibres. His t-shirts are from charities or fair-trade organisations and feature pro-environment messages. It took him a long time to find a good pair of basketball boots that met his ethical standards and when he finally did, he bought four pairs so he’d be set for many seasons to come. Finn also often tries to persuade his teammates (and sometimes and opposing team’s players too) to stop buying certain brands because of what he calls their unethical and unsustainable practices. Chris recently bought a large chest of drawers for his bedroom and, despite already having a full wall of built-in wardrobes; he still doesn’t have enough space for all of his clothes! Chris loves shopping and likes to look good. He doesn’t really like wearing clothes that are old or worn out, even when he is just hanging out at home or going for a run at night. He’s not rich but most of his money does go to his favourite clothing stores in the city during his regular shopping sprees. Chris buys so much stuff that he will often find clothes he’s owned for months and never even worn! Chris just tunes Finn out when he goes on one of his little rants about ‘thinking global’ or whatever. He doesn’t care where it’s made, who made it, what it is made from or even what brand it is: if it looks good on him, he’ll buy it!

REVIEW & APPLY3 ADVERTISING TECHNIQUES

Technique 1________________________________________________

Explanation ________________________________________________

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Technique 1________________________________________________

Explanation ________________________________________________

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Technique 1________________________________________________

Explanation ________________________________________________

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4 Hints for Teenagers to Survive the World of Advertising

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ASSESSMENT RUBRIC

E D C B ABooklet

(DOUBLE POINTS)

The booklet was filled out

sparsely and a lot of activities

were incomplete.

The booklet was filled out

basically and some activities

were incomplete.

The booklet was filled out

appropriately and the majority of activities were

completed.

The booklet was filled out

thoroughly and all activities

were completed.

The booklet was filled out

extensively. Every activity

was completed and extra

information was included.

Review & Apply Explanation of the techniques

and hints showed a

limited understanding

of the effects of advertising

Explanation of the techniques

and hints showed an basic understanding

of the effects of advertising

Explanation of the techniques

and hints showed a sound understanding

of the effects of advertising

Explanation of the techniques

and hints showed a thorough

understanding of the effects of

advertising

Explanation of the techniques

and hints showed an extension

understanding of the effects of

advertisingAccuracy of Language Features

The booklet doesn’t contain correct spelling, grammar or punctuation.

The booklet contains basic spelling, grammar and punctuation.

The booklet contains mostly accurate spelling, grammar and punctuation.

The booklet contains accurate spelling, grammar and punctuation.

The booklet contains highly accurate spelling, grammar and punctuation to provide maximum impact to audience.

Grade /20

COMMENT

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