Thema 3: Advertising
Prüfling A
The focus of your school's next project day is on advertising. Your task is to create advertising promoting your school. Comment on the material.
Advertisement from 1952
Adapted from: https://www.facebook.com/photo.php?fbid=4338986979463686&id=160903957272030&set=a.516177225078033
Prüfling B
The focus of your school's next project day is on advertising. Your task is to create advertising promoting your school. Comment on the material.
Advertisement from 1964
Adapted from: https://in.pinterest.com/pin/278589926940891571/
Weiter lernen mit SchulLV-PLUS!
monatlich kündbarSchulLV-PLUS-Vorteile im ÜberblickDu hast bereits einen Account?
Note:
Please note that these solutions are only suggestions. There are various possibilities for argumentation.
Please note that these solutions are only suggestions. There are various possibilities for argumentation.
- To begin with, ...
- On the one hand / on the other hand
- It must be considered
- In my opinion ...
- I agree / I disagree
- One has to take into account that ...
Possible introductions to the topic and the argumentation
Prüfling A
- The material given is an advertisement for candy from 1952. It shows a woman who is happily handing candy to a smiling child. In the top right corner, it says: "For young or old, candy provides quick energy. Buy some next time you shop. CANDY IS DELICIOUS ENERGY FOOD - ENJOY SOME EVERY DAY!" and beneath the woman and child it says: "Kids need the energy candy gives".
- By showing happy, smiling faces, the advertisement suggests that candy promotes positive feelings. Moreover, it urges the viewer to buy candy due to the energy that it provides. Furthermore, it argues that children require candy.
Comment on the material
Prüfling B
- The material provided is an advertisement for plastic cups from 1964. It shows an overflowing plastic cup and argues that this new plastic cup has "No cardboard taste ... can't get soggy! This plastic cup at "toss-away" prices makes paper cups strictly old-fashioned!".
- By showing an overflowing cup that looks refreshing, the company wants to grab the viewers' attention. The text underneath the picture promotes the positive features of the cup which are its selling-points. It draws a comparison to paper cups and outlines why these plastic cups are superior.
Comment on the material
Argumente für beide Prüfungsteilnehmer
Requirements that advertising needs to meet in order to appeal to different target groups
- grab the readers'/viewers' attention
- promote positive feelings
- advertising needs to be rememberable in order to be effective
- use the right language and tone
- choose suitable channels, e.g., social media, email, posters, ...
- A promotional video or short film could showcase the school's environment, facilities, student achievements, teacher quality, extracurricular activies, as well as unique programs as it combines visual appeal, emotional connection, and clear messaging. Moreover, it can be shared across multiple platforms, like websites, social media and presentations to reach a broad audience.