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P10.E2: Creative Copy
Session No: 1 of 6 Session Title: Exploration
Teacher Notes: In this first session, students explore the concept of branding by looking at a range of popular brands. Students begin to consider what brand conveys to consumers and how it does so through language and presentational devices such as colour, layout, image and font. In groups, students match popular brands to their slogans before analysing the language and creating their own slogan for a new chocolate bar. Differentiation: Support: Pick one simple technique (e.g. rhetorical question) for students to use in the reflection task. Challenge: Ask students to rank the slogans in the application task from the most to the least effective considering audience and purpose (they can number them on the worksheet).
Learning Outcomes: Explore the concept of brand.
Analyse what brands convey and how.
Evaluate the effectiveness of different slogans.
Time Teacher Does… Students Do…
0 – 15 15 – 30 30 – 50 50 – 60
Starter Task – Logo Quiz
Using PPT, introduce session.
Place students in teams of four or five.
Hand out brand and slogan worksheets.
Elicit answers from teams, and total scores. Theory Task – What is Branding?
Using the PPT, elicit ideas for students’ mindmaps.
Show students slides with branding theory. Facilitate discussion on Primark as a brand that polarizes opinion (e.g. Bangladesh factory fires vs. cheap, fashionable clothes) and elicit students’ views on their brands.
Application Task – Slogan Analysis
Introduce the different persuasive techniques.
Elicit students’ answers about what persuasive devices used in the slogans.
Support students as they fill in worksheets and explain any brands they are not familiar with.
Take feedback (1 or 2 per team)
Reflection Task – Create a Slogan
Introduce brief for slogan and success criteria.
Faciliate feedback from students and discussion on most effective slogan.
In teams, students guess the brand logos and slogans, seeing how many they can recognize.
Feedback their answers
Mindmap the ways through which they are able to recognise brands.
Discuss the brands that they buy and how they reflect their choices, views, etc.
Discuss the persuasive devices used in the slogans.
Suggest other slogans that use persuasive techniques.
In teams, students complete the slogan analysis worksheet.
Create an effective slogan for Choco-Latte, using the worksheet to help.
Feedback their ideas.
Discuss which they think was the most effective and why.
Resources provided for this session:
Session 1 Lesson Plan (PDF Document)
Session 1 Presentation
Session 1 Brand Logo and Slogan Game, Brand Slogan Analysis Worksheet, Choco-Latte Slogan Worksheet, (PDF Documents)