UNIDAD EDUCATIVA PARTICULAR “SAN JOSÉ DE CALASANZ”

Name:…………………………………………………………………Date: ……….…………………………….
Grade: 1ro bachillerato Subject: Artistic Education

PART I: VISUAL ART

Media Awareness: Key Concepts in Advertising
Continuing to Explore the Elements of Marketing
In this second of three lessons, you will continue their exploration of concepts in
advertising. You will specifically discuss the following terms: purpose, target
audience, and value of advertisements. You will also examine the advertisements that
they have brought to class from home. You will then begin to add details, such as text
and symbols, and color to their original, hand-drawn advertisements.

ENGAGE

1. Answer the following questions:

1. How did the advertisements for different categories of kid-oriented products
differ from one another?
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2. What audiences were targeted for each category of toys?
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3. For television ads, were there differences in the types of programs during which
the advertisements appeared?
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BUILD KNOWLEDGE

1. Review the two key terms Target Audience and Purpose. Check the example
and provide two more:
Target audience refers to a group of people that an advertisement wants to appeal to.
Targetaudience works together with the purpose. Advertisements can inform,
entertain, and/or persuadefor commercial, educational, and artistic purposes. You can
figure out the purpose by asking, “What is the product or service for?” Once you
figure out the purpose, you can then identify the target audience. In order for products
to sell successfully, knowing both the audience and purpose can have a great effect on
the product’s sales.
How can you determine a product’s target audience? A Target Audience can include
following information:
 Age (teenagers, young children, adults)
 Location (where the intended audience lives)
 Education (no education, very intelligent, a little educated)
 Gender (male or female)
 Marital Status (single, married, divorced, relationship)

Look at the example below:

2. Review the Elements and Principles of Art of the previous class. How size,
color, and realism can add depth to ads?How each of these elements can
determine whether the advertisement will be successful?
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APPLY

1. Take out the advertisement that you brought in from home.

2. Why isthe advertisement that you have brought to class successful or not?
Elements of art and media such as audience, target audience, size, color, and
realism should be discussed.
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REFLECT

1. Answer the following question:

 What do you think constitutes an effective or ineffective advertisement with
respect to the elements and principles of art?
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2. Return to the drawings that you began in the previous lesson. You will
transform this drawing into an advertisement. You should now focus on adding
details to your drawings, such as color, text, and symbols (such as price).

3. [Homework] Choose products from the sources below (television commercial,

print ad, and website). Answer the questions in order determine the purpose and
target audience for each product.

Product #1- TV Commercial

1. What product is the commercial for?
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Who is the target audience? What characteristics of the ad makes you think so?
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2. What is the purpose of the ad? Did the commercial make you want to buy the
product?
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Product #1- TV Commercial

1. What product is the commercial for?
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2. Who is the target audience? What characteristics of the ad makes you think so?
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3. What is the purpose of the ad? Did the commercial make you want to buy the
product?
Explain.
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Product #2- Cereal

1. What is the brand of cereal? __________________________________________
2. Who is the target audience? What characteristics of the ad makes you think so?
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3. What is the purpose of the ad? Did the commercial make you want to buy and eat
the cereal?
Explain.
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Product #3- Magazine

1. What is the name of the magazine?
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2. Flip through the magazine and read a few ads and articles. Who do you think is the
target audience? What did you see in the magazine that makes your think so?
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3. Did the ads in the magazine take your attention away from the articles? Explain.
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Product #4- Website

1. Choose a kid-friendly website (such as www.nickelodeon.com)
2. Briefly go through the website. Who do is the target audience? What did you see in
the on the website that makes you think so?
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3. What is the overall purpose of this website?
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