Context

Advertising is a powerful tool that, when used effectively, can alter individuals' perception of a certain product or idea. It uses arguments to persuade consumers, employing verbal and non-verbal elements to construct them. In our scenario full of information and advertisements, the ability to analyze and interpret these advertising and argumentation elements is crucial.

The importance of advertising and argumentation is not limited to the commercial field. Whether in political, social, scientific debates, among many others, the construction of persuasion is vital to effectively convey a point of view.

Introduction

Advertising aims to promote a product, service, or idea. To achieve this, it uses different argumentation elements that are used to persuade the audience. These elements include the use of facts and opinions, persuasive resources such as choice and wordplay, the use of colors and images, and font size.

Argumentation, in turn, is the art of persuading and convincing others through the use of arguments. It includes identifying the main arguments and the evidence/examples that support them. The ability of argumentation is essential to communicate ideas effectively and is used in many contexts, from academic writing to political propaganda.

By studying these concepts, students will learn to identify and analyze advertising and argumentation elements, thus improving their comprehension, communication, and critical thinking skills.

Practical Activity

Title

"Advertising Sharks: Creating a Persuasive Advertising Campaign"

Project Objective

The objective of this project is to allow students to apply their knowledge of advertising and argumentation elements in creating a convincing advertising campaign for a fictional product.

Project Description

Groups of 3 to 5 students will create an advertising campaign (print ads and short video ads) for a fictional product of their choice. Additionally, each group will write a document justifying their creative choices and describing the advertising and argumentation elements used.

Required Materials

• Paper, pencils, markers, and other drawing materials
• Digital resources (optional), such as computers with graphic design software
• Camera or smartphone to record the video

Step by Step

1. Group Formation and Product Selection: Students should divide into groups of 3 to 5 people and choose a fictional product for which they will create an advertising campaign.

2. Research and Analysis: Students should research different advertising and argumentation techniques used in real ads. During the research, they should observe how ads use visual and verbal elements to persuade consumers. This research will be useful to support the decisions they will make when creating their own advertising campaign.

3. Campaign Creation: Students should use their knowledge and creativity to create print ads and a short video ad (1 to 2 minutes) for the fictional product. They should use advertising and argumentation elements to make the campaign persuasive.

4. Written Document Creation: Each group should write a document detailing their advertising campaign. The document should include an introduction (context and relevance of the theme, project objective), a section on development (explanation of the theory, activity details, methodology used, results), a conclusion (summary of key points, learnings, and conclusions), and the bibliography used.

5. Presentation: Groups should present their advertising campaigns to the class, showing their ads and explaining the advertising and argumentation techniques used.

Project Deliverables

As a final result of the project, each group must deliver:

1. Advertising Campaign: Print ads and a short video must be delivered. The print ads can be hand-drawn or created digitally. The video should be recorded and edited by the students, employing persuasion techniques they learned during the project.

2. Written Document: The document should present a comprehensive analysis of the campaign they developed. In the introduction, students should contextualize the relevance of advertising and argumentation in the real world and define the project's objective. In the development, students should explain the theory behind advertising and argumentation, talk about the campaign creation process, discuss the methodology used, and present the results. In the conclusion, the document should summarize the key points and discuss the learnings and conclusions drawn from the project. Finally, in the bibliography, students should cite all information sources used during the project.

This way, the practical and written parts of the project complement each other, as students apply advertising and argumentation techniques when creating the advertising campaign, while in the written document, they justify and analyze these choices.