The series offers free advertising themed content suitable for any area of the curriculum, including media studies, business analysis and social history, for use by teachers who want access to contextual material for creative classroom activities and lesson plans, and ideas for assignments, homework, activities or comparisons.

 

REPRESENTATION IN ADVERTISING

The accurate portrayal of people is a constant challenge to advertisers, especially if it is to reflect the diversity of our society. Advertisers have to respond to ever-changing social, moral and cultural attitudes as well as new developments in advertising regulation.
This resource provides a selective overview of human representation in British advertising with real examples and case studies to show how images, language and production styles have been applied in different ways since the 1970s and how stereotypical concepts of gender, age, cultural group or class identities have been used or avoided. Images, links to TV commercials (viewable via HAT's website) and notes are also supplied as a basis for classroom discussion with a range of suggested activities.

This module provides some free resources for teachers to use in the classroom.

WHAT IS AN ADVERTISING CAMPAIGN?

Simply put, an advertising campaign is a series of messages that share a single idea or theme which make up an integrated marketing programme – one idea expressed in several different media forms. Sometimes this idea is expressed in a slogan; sometimes in a linking character or personality; sometimes in music or in a graphic style; most successfully in a combination of these elements, but always expressing the central idea in fresh and engaging ways. 

This module provides some free resources for teachers to use in the classroom.

PLANNING AND CONDUCTING A CAMPAIGN

This resource is designed to provide teachers with a clear understanding of what an advertising campaign is and how best to communicate this in the classroom. It uses an existing campaign to illustrate how a marketing strategy goes from initial brief to successful execution in different media and explains how to construct an advertising campaign that matches form and content to intended audience. 

This module provides some free resources for teachers to use in the classroom.

ANALYSING A CAMPAIGN - BRITISH HEART FOUNDATION

In 2008, the advertising agency Grey London ran a campaign for the British Heart Foundation. Its aim was to raise awareness of the range of heart attack symptoms, thereby reducing the time it takes people to call 999 and saving lives as a result. 

This module provides some free resources for teachers to use in the classroom.

ANALYSING A CAMPAIGN - AUDI QUATTRO

How Audi accelerated into the 21st century.
Audi successfully built a strong, positive brand equity for their products by creating experiences and content in their advertising campaign that people could engage with. Communications made the brand and the products memorable and recognisable and the company reinforced the image by delivering superior quality and reliability in their products.

This module provides some free resources for teachers to use in the classroom.
                                      

MAKING A BRAND - HOVIS

Hovis is truly a household name; in fact it is difficult to think about bread without thinking about the brand. So how has this been achieved? How has the Hovis brand worked its way into daily public thought to become synonymous with bread and baking, especially considering that for a long time Hovis were millers, producing flour and not bread itself?

This module provides some free resources for teachers to use in the classroom.
 

COMEDY IN ADVERTISING

Advertising often uses humour to attract the attention of the consumer, hold their interest and improve recall - parody is one such comedic device. As well as gaining attention parodying can allow brands to associate themselves with the positioning and buzz of their chosen parody subject. An idea that has already infiltrated the mind of the public has media currency.

This module provides some free resources for teachers to use in the classroom.
 

IT'S NOT CHRISTMAS WITHOUT BLOCKBUSTER ADVERTISING

Blockbuster Christmas campaigns are the advertising worlds own advent calendar. In the countdown to Christmas each new mini-film revealed out-does the next in cost, celebrity, twinkle and...cheese. But it wouldn't be Christmas without them...would it?

This module provides some free resources for teachers to use in the classroom.
 

DOES THE USE OF CELEBRITIES MAKE ADVERTISING MORE EFFECTIVE?

There’s no doubt that having celebrity backing can increase brand awareness and bestow desirable qualities upon a product, but there are downsides as well. In this resource, we look at these as well as general themes like the cult of celebrity and celebrity endorsement.   

LEVI STRAUSS AND TELEVISION ADVERTISING

Fashions come and go but jeans survive, remaining a major trend from the eighteenth century to the present day. This resource looks at how advertising of a popular and "classic" product reflects youth culture at different times and how long-term advertising manages to capture new audiences by appealing to trends of the period while maintaining a consistent message.

This module provides some free resources for teachers to use in the classroom.