Attached above is the explanation behind the two videos selected for this lesson.
The two videos are:
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If you have trouble opening the document above, I decided to copy/paste the text below:
Lesson: The Real Beauty Campaign vs. The Axe Effect
Target Grade level: 10th Grade
Related Subject Matter: Point of View, Critical Thinking Skills, Writing
The two video clips we will be using for this lesson is the “Evolution” video created by Dove for their “Campaign for Real Beauty” and the Axe commercial. Many consumers are not aware that these two brands are owned by the same company, Unilever. With this lesson, students will achieve a clear understanding of how the media uses techniques that influence how their products are perceived a certain way. Students will be able to see two different points of view through the letter they compose: Company vs. Angry Consumer. Students will have different viewpoints, whether they think it is wrong for a company like Unilever to market opposing products in which they convey hypocrisy or they see nothing wrong with how Unilever markets their products because the company’s goal is to sell these products – at whatever cost and make their profits. This lesson’s goal is to make students aware of ways in which the media manipulates us through their advertisements.
The lesson will provide students the opportunity to voice their opinion, while learning how to construct a valid and well-constructed argument. They will share their letters in groups, and will discuss the opposing viewpoints. They will construct these arguments based on the class discussion we have where we answer questions like: Who is the target audience? What values and morals are represented in this advertisement? What is the overall mood of this commercial? This lesson requires them to think critically and analyze the videos. This matter goes beyond the classroom because students are consumers themselves. They should be aware of the issues regarding product promotions and responsibility to consumers.
Discussion Questions for Students:
1. What brands/products do you purchase on a regular basis?
2. While keeping a commercial or advertisement in mind about a specific product, what message do you think they were attempting to convey?
3. Are the messages the media tries to convey believable and realistic? Defend your answer.
4. What responsibilities do the media have that directly involves their decision in the way they will promote their product? Do you think they consider other consumers other than their target consumers?
5. Taking a controversial promotion about a product that you have seen, think of one way you will change it to make it more “real” while presenting the product in a more respectful manner.
6. Contradictory messages are usually unacceptable. With this in mind, do companies have the responsibility to ensure that they convey the same messages, no matter what the product is that they are trying to promote?
Below is the Assignment Sheet for the students:
Real Beauty Campaign Vs. The Axe Effect
For this assignment you will need to choose 2 or 3 different people to form a discussion group. In your discussion group, you and your fellow classmates will be asked to compare and contrast two different videos. While you and your group members watch the videos, be sure to think about the overall messages. What message is the video trying to portray?
Video 1: Dove Commercial
http://www.youtube.com/watch?v=oYfwIAWWH6M
Video 2: Axe Commercial
http://www.youtube.com/watch?v=ILjLBqqHu9k&feature=youtube_gdata
Group Discussion:
Please discuss the following questions. Be sure to take notes!!
-Who is the target audience?
-What values or morals are represented in this advertisement?
-What is the overall mood of this commercial?
Out of Class Assignment:
Based on our discussion in class, write an organized letter. Please choose ONE of the following topics:
- You are the CEO of Unilever. Your secretary just handed you a letter from an angry mom in Atlanta, Georgia. She thinks the company is hypocritical and disproves of the techniques used in the advertisements. Please write a letter defending your company.
- Write a letter to the CEO of Unilever from the Mom or Dad’s point of view. Clearly state your concerns with the overall messages of both advertisements.
Every student will be graded on his or her participation during discussion sessions. The letters will be graded on how well you defend your position as well as grammar and proper letter format.
9 comments
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September 17, 2009 at 6:55 pm
echasta3
I believe the goal of the lesson, to make students aware of ways in which the media manipulates us through their advertisements, it achieved through this assignment, discussions, and the video clips. The media’s impact on teens, or any person for that matter, is a huge issue that deserves to be discussed. It’s such a double standard to have one company promoting two totally different view points. I think the students would become very engaged in this assignment because it’s something directly affecting them on a daily basis.
September 17, 2009 at 6:55 pm
dslatins
I really like these videos for a 10th grade classroom. Just about everybody is familiar with Axe, and most people know about the ‘Campaign for Real Beauty’. Not many people know that they are both owned by the same company though. I think high school kids, especially girls, would get riled up about this. They would have an opinion and want to share it with the class and with their group.
I really like your assignment to have them write a letter either defending the company or criticizing the company. It would be interesting to see how many students chose to defend the company. I think kids would get excited to write about this controversy.
Great job!
September 17, 2009 at 6:55 pm
ccook51
Wow. I think this is a great project with two interesting videos that can defintely promote class discussion about the media and beyond. This assignment is well thought-out and organized. Great job guys!
September 17, 2009 at 7:09 pm
ldonnel2
I had no idea that Axe and Dove were owned by the same company. I cannot believe how hypocritical that is. The Dove ad is made to empower women for who they are and the Axe ad makes women feel like they are never good enough. This is all so shocking to me. I am so glad you choose these videos. This is something high school students especially need to learn about. They need to realize how the media manipulates them. I love the letter idea. It would be interesting to see what students actually would say. It is a very eye opening assignment.
September 17, 2009 at 7:12 pm
tkriss
I like this opposing viewpoints style. The fact that you have them write both the argument from the ‘parent’ and the answer from the ‘ceo’ makes this assignment great. Its true that these brands have different marketign techniques. Another thing I like is that they show rater than say what is happening in the clip. Good job!
September 18, 2009 at 12:44 am
Mindee Calabrese
I like the idea of this lesson. I was not aware that Dove and Axe are owned by the same company. That is two pretty conflicting ideas roughly on the same product. I think students would be interested in know how advertisements are created, why they are created and for who the are created. I don’t think young people always realize all of the thought and research the goes into developing ads. I really like the writing assignments you give. It provides kids with an alternative to a typical essay and allows them to be creative with their writing.
September 18, 2009 at 2:27 am
jenl25
I didn’t know they were owned by the same company. That is ridiculous. Thank you for sharing that information with us, as well. This is a brilliant lesson. You are asking them to question corporate social responsibility while teaching them part of the five traits – well done!
September 22, 2009 at 2:51 am
jspicela
Neat idea for a project. I think it’s a really solid concept that can be used in the classroom with great success. I also really like the evolution ad, it’s neat to see it all come together
September 22, 2009 at 5:35 am
Sandra Perry-Selby
Your video of Dove and Axe were great. I know most people think the assignment is great for high school students, but I’ve had the opportunity to work with middle schoolers, and the young girls have such a distorted view of reality, and fantasy. It would be instumental in helping them put things into perspective before they enter high school, and relieve some of the pressure students feel as high school freshmen.