Innovative Climate Change Advertising Strategies and Marlboro's Impact on Marketing
Explore persuasive advertising techniques related to climate change messaging, analyze Marlboro's revolutionary marketing approach, and understand the power of selling identity over products. Discover how AGL and Vinnies Victoria are collaborating for sustainability.
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Presentation Transcript
Persuasive advertising about climate change
Learning intentions: Students will... ... analyse and explain the ways texts are specifically and deliberately structured to persuade audiences. Success criteria: Students can ... explain the appeals to logic and appeals to reason present within a text ... explain why these elements have been chosen, and their effect on an audience ... demonstrate their understanding of persuasive marketing techniques by creating their own authoritative ad to appeal to a particular audience.
What are some techniques you use when writing persuasively?
What is an authority figure? Can you name and explain some authority figures?
How Marlboro Changed Advertising Forever Sell an identity, not a product. Research Articles Used: https://en.wikipedia.org/wiki/Marlboro_(cigarette) https://en.wikipedia.org/wiki/Faust#In_psychotherapy https://www.theatlantic.com/national/archive/2013/03/welcome-to-marlboro-country-philip-morris-stakes-a-last-claim-in-the-west/274056/ https://www.theatlantic.com/business/archive/2015/02/the-real-marlboro-man/385447/ http://www.k-message.com/marlboro-man-story/ https://www.stopcorporateabuse.org/press-release/new-report-philip-morris-international-global-marketing-campaign-targets-teens https://www.cancer.org/latest-news/the-study-that-helped-spur-the-us-stop-smoking-movement.html Videos Referenced: http://www.youtube.com/watch?v=hn3lAgvyJJot=12s http://www.youtube.com/watch?v=gFDFiwu41s4 http://www.youtube.com/watch?v=eug4wbPSykc http://www.youtube.com/watch?v=qvsTjZko2gw http://www.youtube.com/watch?v=LV7PAuSMYwk http://www.youtube.com/watch?v=1FdjBWP_eb0 http://www.youtube.com/watch?v=Q6dsRpVyyWs http://www.youtube.com/watch?v=wibHcZ4FNbU http://www.youtube.com/watch?v=brWMDAXQIoM http://www.youtube.com/watch?v=6TrLgxvn0-U http://www.youtube.com/watch?v=jE-YqHVsbJ4 http://www.youtube.com/watch?v=dU0jkP2cSV8 http://www.youtube.com/watch?v=uno-pMu1L-w http://www.youtube.com/watch?v=Df32RijORLo http://www.youtube.com/watch?v=1RZMct-6-JQ http://www.youtube.com/watch?v=A3PDXmYoF5U http://www.youtube.com/watch?v=Sv3xVOs7_No http://www.youtube.com/watch?v=yQmpqvoEpws http://www.youtube.com/watch?v=vAK97pTijJ0 http://www.youtube.com/watch?v=CT_uEV3q_ak http://www.youtube.com/watch?v=7_uKMxhvnCk Music - Lewis OfMan Song: Diamant *If you are an owner of one of these videos and feel that your video was not used in a Fair Use context, feel free to get in touch with me so that we can resolve it.
AGL and Vinnies Victoria Solar Partnership AGL is empowering Vinnies to help people and the planet. We re honoured to be playing this small role in helping Vinnies reduce their everyday operating costs, to ensure they can keep doing what they do best. Learn about more AGL business case studies: https://www.agl.com.au/business/solar-and-energy-efficiency/case-studies
Independent Task Create an ad for Comms Declare, using Dr Nightingale's ad as a template. You should come up with a strong yet catchy message that appeals to your target audience. You should also consider elements such as colours, voice, and appeals to reason and emotion. You might like to reflect on your list of authority figures from the start of this lesson. Is there someone on this list who might command respect or be able to speak authoritatively on the topic of climate change? Use art supplies or your personal digital devices to create an advertisement piece.
Reflection Share your thoughts and feelings on fossil fuel, and anti- fossil fuel, advertising in just a few words.
