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Dig Deeper Activity Descriptions
Slick Slogans Ad Agency
Overview
Learn the tricks of the trade! Interview Stephanie Slick, the director of Slick Slogans Ad Agency, and discover what tools advertisers use to sell products to consumers. Ever heard of the Numbers Game? The Testimonial? How about the Emotional Appeal? After this interview, we guarantee that you'll be an expert at selling shoes, sodas, cars, rusty nails -- even cigarettes! Ms. Slick even lets you inside the darkest secrets of her ad agencies: what the ads really say, when you strip away all the games and appeals and gimmicks.
 Then match your skills against Ms. Slick and her ads: create your own ad that tells what YOU want to say about tobacco. No gimmicks, no appeals, just the plain truth. The Dig Deeper ad maker offers dozens of clip art images to help you get your creative juices flowing.
Skills learned include critical thinking skills for analyzing advertisers' claims. Facts shown illustrate the extent to which tobacco manufacturers target young people.
Learning Objectives
- Students will learn that advertisers routinely use deceptive practices to manipulate consumers and create desire for their products.
- Students will learn that numbers and statistics can create false impressions, that a celebrity endorsement can be very persuasive, and that by associating products with things that are emotionally appealing advertisers can overwhelm consumers with desire.
- The experience of combining words, 2-D images and photographic backgrounds will enable students to subvert the methods of advertisers by using its own tricks to "expose the truth about tobacco." The awareness students gain from this activity will make them more critical of advertisers' claims, and help inoculate them against the power of advertising.
- The Research module for this activity offers statistics showing the extent to which tobacco manufacturers target young people.
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