WebQuests (ICT Integration)

Spotlight on Ads

How many times have you seen and advertisement and been influenced by it? Do you believe that all advertisements are telling you the truth? Do you think that you could be vulnerable to the ploys of advertising agents?

Advertisements are designed to dazzle you and it is more than likely that they succeedm, as they do with everyone else. That is why companies pay a lto fo money for advertising campaigns. Do you think that they want to achieve anything but persuade you to buy more products?

Task

Because you have a reputation for producing fine web sites the Consumer Council of South Africa has commissioned you to produce a web site that will educate the consumer about the truth of South African advertising (and the lack of it).

It is your task to research the common strategies for attracting consumers to products through advertising and to use real South African advertisements to illustrate these strategies. You should be careful to not make this website an attack on advertisers, but rather provide an analytical view of common advertising strategies, with the emphasis on educating the public. Remember to apply copyright laws and fair use principles to your work.

Process

Your team will collectively be responsible for the web site design. Each member will have to produce specific content - responsibility for ethical journalism lies with each content producer, but the team members should monitor each other on this issue.

For this assignment, you will work in teams of four and you will divide your task into roles as follows (click on each role for more information):

National Black Consumer Forum Representative

The National Black Consumer Forum looks after the interests of the black consumers, who have in the past been both discriminated against and exploited in national advertising campaigns. Your task is to view advertising strategies from the point of view of the black consumer and to identify specific strategies that may disadvantage or exploit them. Produce educational content that is enightening to both the black reader and the prospective advertiser.

Produce one web page or a series of related pages of content. Your content should be clear and analytical and should be supported by an many examples as possible. Use images where this is relevant and permissible.

Advertising agent

Your task is to represent the advertising community and to ensure that

a) the strategies of advertising are properly understood by the team,
b) the team does not make unfair comment about the advertising industry.

Your content on the website should explain the strategies of the advertiser and should especially explain how strategies are not exploitative. Mention what controls there are in this country to monitor and regulate the advertising industry and how consumers can lodge complaints if they do notice misleading or exploitatove advertiesments.

Produce one web page or a series of related pages of content. Your content should be clear and analytical and should be supported by an many examples as possible. Use images where this is relevant and permissible.

Teen Consumer Council Representative

The Teen Consumer Council looks after the interests of the teen consumer and is especially focused on the exploitation of teens in the advertising of alcohol and tobacco, although not exclusively so. Your task is to view advertising strategies from the point of view of the consumer and to identify specific strategies that may disadvantage or exploit them. Produce educational content that is enightening to both the teen reader and the prospective advertiser.

Produce one web page or a series of related pages of content. Your content should be clear and analytical and should be supported by an many examples as possible. Use images where this is relevant and permissible.

Gender Studies consultant

The Gender Studies consultant has been asked to join the team and expose exploitation unnecessary of women in advertising. Your task is to analyse advertising strategies and South African advertisements from the point of view of the female consumer and to identify specific strategies that may

a) disadvantage or exploit them as consumers, and
b) belittle or sterotype their roles as women in society.

Produce educational content that is enightening to both the male and female reader and the prospective advertiser.

Produce one web page or a series of related pages of content. Your content should be clear and analytical and should be supported by an many examples as possible. Use images where this is relevant and permissible.

Resource

» http://www.marketingdonut.co.uk/marketing/advertising/advertising-strategy-ten-faqs
Advertising Strategies: Frequently Asked Questions

» http://greentowercampus.com/student-resources-center/strategies-that-work/
Sutainable Marketing: Strategies that Work

» http://www.asasa.org.za/
The Advertising Standards Authority of South Africa

» http://www.quackwatch.org/#ads
QuackWatch: Questionable Advertisements

Conclusion

You have been challenged to analyse advertisements from a number of perspectives within your group. In the process you have been able to produce useful and enlightening content on a web site for a wider audience. You have made a contribution to consumer education and gained insight from a marketing perspective.

» Download the Presentation Assessment

Related Scenarios

» Know your Market: Gender
» Know your Market: Culture
» Know your Market: Age
» Marketing Plan
» Sales Pitch