Contextualization

Advertising text is one of the main means used by companies and organizations to promote and sell their products and services. It is characterized by a persuasive language that aims to convince the target audience to take a specific action, whether it is to acquire a product, hire a service, or join a cause. In this sense, advertising and advertising text, in particular, directly influence the formation of opinions, behaviors, and consumption choices.

In our contemporary society, marked by the intense flow of information and the ubiquitous presence of digital devices and social media, advertising texts permeate practically all aspects of our daily lives. They are not only present in television, radio, or print advertisements, but also in banners, pop-ups, and sponsored posts that we come across while browsing the internet or using an app on our cell phones. Therefore, understanding what an advertising text is, how it works, and what its main resources and strategies are essential for us to position ourselves critically and consciously in the face of this reality.

To deepen our understanding of the topic, we suggest some additional readings. The book "The discourse of advertising" by Marcia Benetti is an excellent introduction to the study of advertising texts. The author explores each of the elements that make up an advertising announcement, from the logo to the slogan, and analyzes how they are used to persuade the public. Another reference is the book "Advertising: theory, technique, and practice" by Armando Sant'Anna, one of the most renowned Brazilian advertisers, which details the processes of creating and broadcasting advertising messages.

Additionally, we recommend accessing the website "Advertising and Propaganda," which features various articles, interviews, and case studies on the subject. Also, the "Busca Publicidade" channel on YouTube, which offers a series of explanatory and analytical videos about different advertising campaigns and their persuasion strategies.

Practical Activity

Title

"In the Shoes of the Advertiser: Creating an Advertising Campaign"

Objective

The objective of this project is to engage students in the creation of a multifaceted advertising campaign addressing a topic of social interest. They should use the concepts of advertising text learned, applying theory in practice, and developing skills in teamwork, critical thinking, creativity, and communication.

Detailed Project Description

The project requires students to create a complete advertising campaign, which includes various multimedia and written elements, on a relevant social issue. The topics can range from environmental issues to gender equality, the choice of the cause is up to the group.

Several steps will be necessary for the completion of the project, including: market research, creation of the campaign concept, production of advertising texts, graphic design, and presentation of the campaign.

Required Materials

• Computers with internet access.
• Graphic design software (Adobe Photoshop, Illustrator).
• Books and academic articles on advertising and marketing.
• Presentation materials (projector, flipchart).

Detailed Step-by-Step

1. Group Formation and Theme Selection (3 hours)

Students must organize themselves into groups of 3 to 5 members for the project. After forming the groups, students should choose a social interest theme for the advertising campaign.

2. Market Research and Campaign Planning (6 hours)

Students must conduct market research to better understand the target audience and how to approach the chosen theme. They should identify the main problems and opportunities, challenges, and define the target audience. The campaign should be planned taking into account the target audience, distribution channels (newspaper, magazine, internet, etc.), the campaign's objective, and the main message.

3. Creation of the Campaign Concept and Production of Advertising Texts (6 hours)

Students must then create the campaign concept and advertising texts. They should consider the theory learned in the classroom about the characteristics of advertising text and how it can be used to persuade the audience.

4. Graphic Design (6 hours)

Students must create the visual elements of the campaign. This could include creating the logo, brochure, poster, banner, and other graphic materials.

5. Campaign Presentation (2 hours)

Finally, students must present the campaign to the class, explaining its concept, target audience, the elements of advertising text used, and how they intend to persuade the audience.

Project Deliverables

At the end of the project, each group must deliver:

1. Campaign planning document: includes market research, campaign concept, description of persuasion strategies used.

2. Campaign materials: includes advertising texts, logo, brochure, poster, banner, and other graphic materials (digital or printed).

3. Oral presentation of the campaign: an oral presentation to the class explaining the campaign concept, target audience, the elements of advertising text used, and how they intend to persuade the audience.

4. Written document: a detailed report, divided into introduction, development, conclusions, and bibliography. This document should contain the contextualization of the theme, a detailed description of the campaign creation process, the theoretical principles used, the analysis of the results obtained, and the bibliographic references used.