Aim: To introduce the Library of Congress web site and collections, specifically that of "The Emergence of Advertising in America (1850-1920)" and to introduce the history of advertising in the United States.

Procedure:

Teacher shows PowerPoint presentation on the ways ads were placed in the past. [When people lived in small communities there was one blacksmith, one tailor, etc. No need to advertise. Also, people were very self-reliant.] PowerPoint presentation will be stored on the server and the students may access it and click on links.

[Wall Drugstore in SD – famous only because of advertising.]
[Recent political campaign – over a billion dollars spent on advertising!]

In computer lab: introduce LOC and search LOC for specific sites in the collection: "The Emergence of Advertising In America (1850 – 1920)"

-poster collection
-cookbook collection
-outdoor advertising / billboards
-the Coca Cola ad ("teach the world to sing…")

These are "primary sources." (explain) It is important to use primary sources when doing research.

Talk about citing sources.

Demonstrate how to download an image and how to properly cite it.

Assignment: Find one ad from LOC site, download it and cite it. Keep it in a special folder [Advertising assignments] on the server. Students name the file with their last name, first name – citation. (Teacher checks as they are working, and checks all afterwards.)

Aim: To understand the different ways advertisers use to sell their products.

Procedure:

In computer lab: go to LOC site and find particular ads. (certain billboards, and other ads) What is the appeal the promise to the buyer? How do the advertisers try to get us to buy their products, to convince us that we NEED this product?

Be sure the following points are raised:

Name recognition ("branding")
Use of humor
Fear
Argument / persuasion
Glamour / sex appeal
Promises of cleaner / bigger / stronger / better / healthier / sexier / happier / more beautiful / etc.

Assignment: Select a modern day ad from any media. Describe it in detail. Tell what the advertiser is appealing to in the customer. Be ready to present to the class tomorrow.

Lesson III: Advertising: It’s Everywhere!

Aim: To begin to critique advertising methods and techniques.

Procedure:

Students present homework assignments and discuss the advertising they see and hear every day. Brainstorm the different ways ads come to us today. Include these and any others the students mention:

-signs
-billboards
-TV
-posters
-CTA buses/trains
-Radio
-fliers (inside / outside stations, vehicles, tracks)
-Online websites & pop-ups
-Movies (product placement)
-displays in store windows -print: newspapers / magazines
-free cookbooks with appliances

What is the advertiser interested in? Your health and welfare? Their profit?

Assignment: Working in teams of 2 or 3, take a digital picture of a local billboard, storefront ad or some other place where you find advertising in your neighborhood or around school. Be ready to tell where it is located, why you chose it, what the appeal is. (What is the message the advertiser is trying to communicate?)

Aim: To articulate the ways we can be careful when exposed to advertising and making choices based on the ads we encounter.

Procedure:

Discuss: Often we are addressed as "consumers" – what does that mean?

What does it say about how advertisers and merchants see the public?

What are some things we should consider when viewing / hearing advertising?

Answers should include:

Prepare a PowerPoint presentation on advertising using images from the students’ digital photos to show to another class.

Assignment: Each student writes two paragraphs telling what he or she learned about advertising and what he or she learned about the Library of Congress website.

Aim: To share the knowledge we gained with younger students to help them begin to think more critically about advertising.

Procedure:

Show PowerPoint presentation on advertising prepared by older students. Discuss and expand on each point with younger students.