In January, 1984, Apple's Macintosh personal computer was launched in the United States. The commercial was called "1984". The ad was only 45-second long and was aired during a break in the third quarter of Super Bowl XVIII. The advertisement cost $1.6 million to produce and was aired only once. In 1995, the commercial was declared the best ad of the last 50 years. This year (2017), Fox Sports is seeking more than $5 million for a 30-second commercial in its broadcast of Super Bowl.
Why do you think companies are willing to pay so much money for a 30 second commercial?
Advertisers, news editors, sitcom and sporting event producers use techniques to "hook" us, making consumerism irresistible.
- How do advertisers convey particular ideas and emotions?
- How are these ideas and emotions related to the products being marketed?
- Are the connections logical? Are they legitimate?
- What can we do to insure that we are viewing advertisements and commercials wisely?
We are constantly affected by the visual culture that surrounds us. As Christians, it is important for us to understand techniques used to influence us so we can view advertisements appropriately and not get "hooked" to the patterns of this world.
Do not conform to the pattern of this world, but be transformed by the renewing of your mind. Then you will be able to test and approve what God's will is--his good, pleasing and perfect will. Romans 12:2 NIV
What can we renew our mind?
In this lesson you will investigate how advertisers convey particular ideas and emotions and market products. You will develop an advertisement and commercial for a product.
paper, pencils, colored pencils, markers, watercolor, brushes, iPads
- Divide into groups of 3 or 4
- Review the advertising techniques (the Buyers Beware PowerPoint).
- Brainstorm ideas for a subject for an ad (such as a favorite television show, CD, product, or an upcoming event, etc.). Think of how you can use the advertising techniques from the PowerPoint to market your subject during the upcoming Super Bowl.
- Create an advertisement (visual artwork & skit in the style of a Super Bowl Commercial) to persuade others to use a product, hold a viewpoint, or participate in an activity.
- Perform your Super Bowl commercial for the class.