Unidade DidáticaAUTOR Adriana Carvalho FerriNRE JacarezinhoESCOLA Escola Estadual Afrânio Peixoto – E.F.DISCIPLINA Língua Inglesa – Ensino

Fundamental(8ª série)CONTEÚDO ESTRUTURANTE O discurso enquanto prática social –

Oralidade, Leitura e Escrita.CONTEÚDO ESPECÍFICO Leitura crítica de textos publicitários.TÍTULO The influence of the ads in our consuming

habits.

What influence do ads have on us?

Você conseguiria ler uma revista ou assistir televisão sem prestar atenção aos anúncios publicitários? É bem provável que você tenha chegado à conclusão de que, atualmente, é muito difícil “escapar” da publicidade. Isso porque os anúncios publicitários estão sempre presentes em nossas vidas. Pensando a este respeito, responda as questões abaixo:

• What is an advertisement?• Where do you usually find ads?• Why do people advertise? Tick the alternative according to your habits.

a) What do you notice when you see an ad?( ) the product ( ) the colors( ) the pictures ( ) the slogan

b) When you see an ad you:( ) look at it with attention( ) think about another thing( ) do the opposite the ad suggests

c) When a new product is advertised you:( ) buy it immediately( ) wait to know it better( ) buy it only by someone’s suggestion

d) You buy a product:( ) by its brand ( ) by its advertisement( ) by its price ( ) by its quality

1

Look at the picture below. What does it suggest to you?

(http://sevencastles.spaces.live.com?blog/cns!7C5A2F3DB6C97D9A!11638.entry)

( ) fantasy ( ) need ( ) consumerism ( ) satisfaction ( ) waste( ) luxury ( ) ethical consciousness ( ) lifestyle ( ) exaggeration

Look at the products below and tick what you think it’s necessary for you.

2

(In: Clip-art)

Now discuss with a friend:

• Do you think the products you chose are really necessary for you? Justify.

• Have you ever bought products you never used? • Why do some people buy products they don’t need?• In your opinion, who really controls what we buy?

Challenge

Agora, leia o texto abaixo uma primeira vez. Não se preocupe em entender tudo. Somente sublinhe com um lápis ou caneta colorida as palavras que você conhece, seja porque se parecem com português, seja porque fazem parte de seu conhecimento anterior na língua. Não vale repeti-las. Depois, conte as palavras e veja o resultado do desafio.

3

(In: HOLDEN,Susan & CARDOSO,Renata Lúcia. Great. Oxford. Macmillan Heinemann ELT. V. 3. p. 53)

While Reading

Now read the text again and answer the following questions.

1. What is discussed in the text?2. What is the objective of this text?3. According to the text, what are the characteristics of a good ad?

Challenge Result10 or less – Did you really read the text?Between 15 and 25 – You started well, but you can improve a lot!Between 26 and 40 – You are great! Imagine when you are at the end of the activity!41 or more – Congratulations! You are excellent!

4

4. What kinds of “voices” are there in the ads? Do these voices influence you to consume?

5. Explain with your words what the text says about ethics in the ads.6. Do you agree that the tobacco companies sponsor sports events?

Why?After Reading

Como vimos a função dos anúncios publicitários é convencer o consumidor a comprar determinado produto. Em sua opinião, os anúncios deveriam ser controlados ou censurados? Explique.

Read the list below and see those things which advertisers use to create the ads. Match them to the corresponding ads. Famous people images Slogan Logo Symbols Pictures Specific language Design Medium Catchy words Colors

___________________________________________ (http://www.fas.usda.gov/info/fasworldwide/2005/06-2005/images/posterbig.jpg)

________________________________________________ (www.health.qld.gov.au/atods/tobaccolaws/mass_media/press_archive.asp)

__________________________________________ (www.house.gov/royal-allard/images/LRABeerTecate.jpg)

5

_____________________________________________ (www.loc.gov/exhibits/british/images/77vc.jpg)

___________________________________________________ (www.nydis.org/NYDISnet/images/logo_OEM_poster.gif)

In your opinion, which of the items in the list above contribute most to a good advertisement? Number the five most important (1= most important). Then compare your answers with a partner.

Now let’s know some techniques of the advertisements.

The Language of Advertising

Language has a powerful influence over people and their behaviors. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important. Visual content and design in advertising have a very great impact on the consumer, but it is language that helps people to identify a product and remember it. Advertisers use different techniques to appeal to the readers and persuade buying products. Some of the more common techniques used in advertising include the following ones:

Bandwagon – The impression that everyone else is doing it, or of being left out of something if you don’t.Card Stacking – Telling only the positive side. Emotional appeals – Words and images are used to appeal to audiences’ emotions which can be positive, like: desire of success, freedom, power, or negative as fear.

6

Glittering generalities – Positive words and phrases are used to give a nice impression, with a “feel-good” quality and no one guarantee.Repetition – It can reinforce the idea.Slogan – A short easily remembered phrase.Snob Appeal – Well dressed, perfectly shaped people, with nice look suggest you can be like them.Symbols – Add the power of the cultural symbol to the product.Testimonial – Famous people image or words are used to induce consumers.

(Adapted from: http://www.linguarama.com/ps/293-6.htm;http://wwwstatic.galileoweb.org/gems/moffett/PersuasionTechniques.htm;http://www.art.unt.edu/ntieva/news/vol_15/no_1/PersuasiveTechniques.htm;http://homepage.mac.com/suecollins/school/media/techniques.html)

Compare and analyze the following sentences:

Could you please buy this product?Buy this product!

You don’t need to buy this product now.Don’t buy this product now!

In what ways are they different? Which do you think are more useful to convince the consumers? What is the reason for this?

Read the following slogans and write what kind of product the advertiser is selling. Just do it ____________________________________________________________Drink it ______________________________________________________________Don’t leave home without it _________________________________________Live in your world, play in ours_______________________________________Hear what you like, when you like ____________________________________ Como se nota, a linguagem publicitária é persuasiva (convincente), por isso o modo imperativo é muito empregado no texto publicitário, porque procura alterar o comportamento do consumidor por meio da ordem, do pedido ou de um conselho.

Make the following sentences negative.

Spend all your money. Don’t spend all your moneyBuy it if you need. ________________________________________________Forget to pay your bills. ____________________________________________

7

Try to keep up with fashion. _________________________________________

Make the following sentences affirmative.

Don’t be careful with your credit card. Be careful with your credit cardDon’t save your money. ___________________________________________Don’t buy only what you need. ______________________________________Don’t listen to your parents. ________________________________________ Match the two columns to make imperative sentences.

1) Don’t ( ) later! Says the ad.2) Buy ( ) buy it! It’s too expensive!3) Let’s ( ) it! It’s really good and cheap!4) Don’t ( ) your money!5) Save ( ) buy it if you don’t need.6) Pay ( ) go shopping!

(Adaptedfrom:www.ies1libertas.cult.gva.es/departamentos/ingles/PDFs/primero/eimpe1e1.pdf)

The advertisement you are going to read refers to a famous product. Look up in the dictionary the meaning of the words below and underline the words in the text.

Could you explain why the advertiser chose those colors and different sizes of letters in this ad? How do you characterize the girl in the ad?

Number the sentences according to the sequence they appear in the text.

( ) Pessoas desaparecem quando pedem um aumento.

( ) A pessoa está correndo porque quer um aumento.

( ) Recomenda-se pensar bem antes de adquirir tal produto.

( ) Referência ao tipo de trabalho utilizado para se fabricar o produto anunciado.

raise running wear factory sneakers think work disappear be ask

8

Now analyze the ad below using your new knowledge about advertising.

(http://adbusters.org/spoofads/fashion)

• What idea is being advertised?• Who is the advertisement to?• What impression did you have?• After reading this advertisement, would you buy or recommend the

product to anybody? Justify.• Is it an ethical advertisement? Why?• Why is it important to us to identify ourselves with brand names?

Task

Bring to the class ads from magazines and newspapers or go to http://adbusters.org/spoofads/index.php and search for ads to be analyzed. Identify the language used, the colors, the images, the information, humor, etc, and which are the persuasive techniques and the words used to create them. After, make an oral presentation to your classmates.

9

Read the ads below and complete the chart.

1 2

(In: HOLDEN,Susan & CARDOSO,Renata Lúcia. Great. São Paulo: Macmillan. 2002

V. 3. p.48)

3

(http://www.celsias.com/blog/images/consumerism.jpg)

4

(http://adbusters.org/spoofads/food)

1

5

(http://edstrong.blog-city.com) 6

(http://www.socialistreview.org.uk/selfridges.jpg) 7

( http://dangerousintersection.org/wp-content/uploads/2007 ) (em 15/01/2008)

1

Complete the chart according to the advertisements.

What idea is being advertised?

Who is the advertisement to?

What are the hidden persuaders in the ads? *

What impression did you have?

Is it an ethical advertisement?

1

2

3

4

5

6

7

* According to the techniques used in advertising.

Make a survey

Talk to your teachers, parents, friends and search about the influence of advertising in their lives. Why do they buy determined products? Present your survey to the class.

1

Planning an “Improving your consuming habits” ad

Complete the following questions to begin your “Improving your consuming habits” Advertisement.

1. Which approach did you select for your “Improving your consuming habits” message? (Check one of the following);

• Positive Consequences – emphasizing positive consequences that can be achieved from being a conscious consumer.

• Resistance Strategies – emphasizing different ways that teens can resist pressure to buy things they don’t need.

2. Who is your target audience? Circle one of the following:

* Middle School Teens * High School Teens * Parents * Adult Influences (teachers, principal, family members, counselors, etc.) * Other (describe: _________________________________________________

3. What type of advertisement will you be creating (radio, TV, print, Web-based)? ___________________________________________________

4. What is the message you want to send to your target audience?____________________________________________________________________

____________________________________________________________________

5. What will be the best scenario to get your message across? (Are there any characters? If so, how many? _________________________________

______________________________________________________________________

6. What impression do you want to leave your audience with?______________________________________________________________________________________________________________________________________________

7. What can you do to make your “Improving your consuming habits” ad unique from other advertisements? _____________________________________________________________________

_____________________________________________________________________

Suggestions to create a good ad

• Typically, an ad is made up of a photograph or a drawing (the "visual"), a headline (“slogan”), and writing (the "copy"). Research indicates that 70% of people will only look at the visual in an ad, whereas only 30% will read the headline.

1

• Your headline must be short and affect the reader emotionally, either by making them laugh, making them angry, making them curious or making them think.

• Less is always better than more. If your ad is chaotic, your message will never be read.

• Typographical errors diminish your credibility, so pay attention when you are writing.

• Don’t forget to use one of the persuasive techniques in your ad.

(Adapted from http://adbusters.org/spoofads/printad)

Now you are ready to make a sketch (for print ads) or a script (for radio/TV ads)! Go back to the texts and activities and select relevant vocabulary and expressions to your task. Good job!

1

Como vimos ao longo desta unidade, o fundamento da propaganda é despertar emoções de prazer, alegria, felicidade ou de frustração, privação e sofrimento, emoções estas que dependem da posse de determinados produtos para serem usufruídas ou afastadas. Assim, a propaganda acaba exercendo função modelizante: modela o comportamento por meio da veiculação de valores, que estão centrados no ter cada vez mais coisas. Para finalizar, discuta com seus colegas as questões abaixo e socialize suas respostas para a classe.

• Muitas vezes, nós somos levados inconscientemente a comprar cada vez mais. Explique como e porque isso acontece.

• Atualmente, os valores estão centrados no ter cada vez mais coisas. Você concorda com essa afirmação? Justifique sua resposta.

• Em sua opinião, como os valores materiais influenciam nosso relacionamento com outras pessoas?

• Que impacto isto tem em nossos valores pessoais?• Você se considera uma pessoa consumista? Justifique sua resposta.

Bibliografia

CEREJA, W. R. MAGALHÃES, T. C. Português: linguagens. São Paulo: Atual, 1998. V. 3.

DELMANTO, D. & CASTRO, M. C. Português: Idéias & Linguagens. São Paulo: Saraiva, 2005. V. 3.

HOLDEN, S. & CARDOSO, R. L. Great. São Paulo: Macmillan, 2002. V. 3.

LUFT, C.P. & M. H. A palavra é sua. 2ª ed. São Paulo: Scipione, 1996. V. 4. PROPAGANDA: A ALMA OU A ARMA DO NEGÓCIO? Rosane Guandalin. Folhas nº 103.

S. de Mattos Brahim, A. 2007 Sep. 28. PEDAGOGIA CRÍTICA, LETRAMENTO CRÍTICO E LEITURA CRÍTICA. Revista X [Online]1:0. Disponível: http://calvados.c3sl.ufpr.br/ojs2/index.php/revistax/article/view/5376, acesso em 27 de set 2007

TEIXEIRA, P. M. Ateliê da Palavra: atividades de redação. São Paulo: Quinteto Editorial, 1998. V. 4.

http://historymatters.gmu.edu/mse/ads/question1.html , acesso em: 13 de set 2007

http://adbusters.org/spoofads/index.php , acesso em: 21 de set 2007

http://images.google.com/images?hl=pt-BR&q=consumerism&gbv=2, acesso em: 21 de set 2007

1

http://urbandreams.ousd.K12.ca.us/lessonplans/consumerism/index.html , acesso em: 21 de set 2007

http://www.linguarama.com/ps/293-6.htm , acesso em: 21 de set 2007

http://42explore.com/advertis.htm , acesso em: 21 de set 2007

1