ENG4C Advertising Summative Task

Overview

The summative task for an advertising unit. Designed for a Grade 12 English College Preparation classroom.

The first two lessons for this unit may be found here:

• Lesson 1
• Lesson 2

Instructions

Welcome to the world of advertising! Madison Avenue is populated with high-rise buildings filled with advertising agencies, where everyday, people pitch advertising campaigns, sketch print advertisements, and write ‘copy’ (advertising scripts/slogans). You want to work there (doesn’t everyone?), but first, you have to pitch an ad campaign so the agency can get an idea of what you’ll bring to the table.

Don’t worry – the agency knows you’re working on your own, and that this is just a pitch. They only ask for between 3 - 5 advertisements (of at least 2 different formats) with a specific subject, audience, and message. Your audience and message need to make sense for the subject you choose.

Subjects can be one of :

• Product (something you can physically buy and own)
• Service (non-physical things, for example insurance, healthcare, or tutoring)
• Communication (an idea, message, or announcement)
• Once you’ve made those decisions, you need to plan the details of your campaign. What ad formats make sense for your subject, audience, and message? What context makes sense for these ads?

Finally, you will pitch your campaign – a 3 minute or less presentation where you tell us about your subject, audience, and message, your advertisements, and why the formats and contexts you chose suit them.

Available formats: | Format | 1 advertisment = | |--|--| | Tiktok video | 15 seconds of video | | Instagram story post | 2 (different) image stories OR 1 (15 second) video story | | Instagram posts | 2 (different) images AND associated captions | | Print ad| 1 print| | Radio spot | 15 seconds of speaking | | Commercial | 15 seconds of video OR 20-frame storyboard| | Billboard | 3 different billboard designs| | Youtube/Podcast sponsored partnership |30 second script|

Resources and Documents

• Instruction slides
• Instructions and brainstorming document
• Rubric

Task Expectations

Based on the 2007 Ontario Curriculum for English Grades 11 & 12

Subject ENG4C (Grade 12 English, College Preparation)
Strand Media Studies, Oral Communication

Ad Campaign Rubric Expectations

Note: This task uses a variation on a single-point rubric which provides the criteria for students, and emphasizes feedback-centric assessment practices.

Expectation	For this task it means
Media Texts - Creating Media Texts 3.1 Purpose and Audience: describe the topic, purpose, and audience for media texts they plan to create	I can identify and explain the subject, audience, and message for my ad campaign.
Media Texts - Creating Media Texts 3.2 Form: select a media form to suit the topic, purpose, and audience for a media text they plan to create, and explain why it is a highly appropriate choice	The format of my advertisements are appropriate for my subject, audience, and message, and I can explain how the form relates to these.
Media Texts - Creating Media Texts 3.3 Conventions and Techniques: identify a variety of conventions and/or techniques appropriate to a media form they plan to use, and explain how these will help communicate a specific aspect of their intended meaning effectively	I have used advertising conventions and techniques that are appropriate and effective for the advertisements I create, and the subject, audience, and message involved.
Media Texts - Creating Media Texts 3.4 Producing Media Texts: produce media texts, including increasingly complex texts, for a variety of purposes and audiences, using appropriate forms, conventions, and techniques	I have created 3-5 ads, according to the guidelines in the instructions. They have a subject, audience, and message, and I have used conventions and techniques of advertising to accomplish the goal of my ad campaign.

Presentation Rubric Expectations

Expectation	For this task it means
Oral Communication - Speaking to Communicate 2.1 Purpose: communicate orally for a range of purposes, using language appropriate for the intended audience	I can present my ad campaign and clearly explain the advertisements I have created.
Oral Communication - Speaking to Communicate 2.1 Diction and Devices: use appropriate words, phrases, and terminology, and a variety of stylistic devices, to effectively communicate their meaning and engage their intended audience	I can present my ad campaign using the vocabulary of advertising (e.g.: subject, audience, message, context, techniques.)