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Teaching others to Recycle Right A teacher’s guide

For recycling information and useful hints and tips for living more sustainably, visit recycleright.wa.gov.au

Advertisements combine facts, opinions and persuasive strategies to convince and compel others to accept a point of view and/or buy a product. They are used to endorse the purchase of particular products or services, promote participation in particular events or activities as well as encourage behavioural change. Advertisements use persuasive language and visual strategies/techniques to achieve their purpose. When engaging with advertisements, the audience should think and act critically to evaluate the bias of information.

The Spread the Message activity provides the opportunity to study real world adverts that encourage people to recycle right. Using what they have learnt about persuading through advertisements, students create their own advert that would be suitable for placement on the back of a bus.

Outcomes

Year 2 • Identify the audience of informative and persuasive texts (ACELY1668)

• Create short informative and persuasive texts using growing knowledge of text structures and language features for familiar and some less familiar audiences, selecting print and multimodal elements appropriate to the audience and purpose (ACELY1671)

Year 3 • Identify the audience and purpose of informative and persuasive texts (ACELY1678)

• Plan, draft and publish informative and persuasive texts demonstrating increasing control over text structures and language features, and selecting print and multimodal elements appropriate to the audience and purpose (ACELY1682)

Year 4 • Identify characteristic features used in informative and persuasive texts to meet the purpose of the text (ACELY1690)

• Plan, draft and publish informative and persuasive texts containing key information and supporting details for a widening range of audiences, demonstrating increasing control over text structures and language features (ACELY1694)

Year 5 • Identify and explain characteristic text structures and language features used in informative and persuasive texts to meet the purpose of the text (ACELY1701)

• Plan, draft and publish imaginative, informative and persuasive print and multimodal texts, choosing text structures, language features, images and sound appropriate to purpose and audience (ACELY1704)

Year 6 • Analyse how text structures and language features work together to meet the purpose of a text (ACELY1711)

• Plan, draft and publish informative and persuasive texts, choosing and experimenting with text structures, language features, images and digital resources appropriate to purpose and audience (ACELY1714)


Tuning In: What is Advertising?

What do you think is the meaning of the term ‘advertising’?

Students use the 3 step definition strategy to define the following terms:

• Informative advertising

• Persuasive advertising

• Target audience

• Product branding

Example:

Word What I think it means What the dictionary says it means

How it might be used in a sentence

Advertising To let people know of a product you are selling.

The business of drawing public attention to goods and services.

The man was advertising his bike was for sale.

Establish a class definition of the above terms.

Teacher note – Different purpose, different adverts

Public awareness advertisements

Some advertisements give information about health and safety, about community programs or decisions made by government organisations. Advertisements which give information to the public are known as informative or public awareness advertising.

Persuasive advertising

Most advertising tries to persuade people to buy products or services. Creating desire to buy the product/service comes first. Giving information about the products is secondary. Persuasive advertising can aim for one or both of these two objectives: to make a customer want to buy a new product and to encourage a customer buy a particular brand. Advertising often tries to convince people to buy something by making them feel that they don’t merely want it, they need it. It aims to increase the extent of our wants and needs, and to convert wants into needs, so that we feel compelled to buy more.

What media are used for advertising?

Complete a think, pair, share brainstorm of as many different logos and brand names as possible. Then think about where you have seen or heard this brand being advertised (print, online, radio, television, other?).

Apply the ‘5 Whys’ strategy to answer “Why do you think advertising is important?”

Example:

• Why do we have advertising?

• So organisations can give information to the public. Why?

• Because organisations want people to know the right thing to do. Why?

• Because when people do the right thing at home, it can help the organisation do a better job and increase their profit margins. Why?

• Because sometimes organisations need people at home to do certain things, otherwise they can’t run their organisation properly.


Finding out: Target Audience

What media are used for advertising?

Advertisements can be used to sell products, but they can also try to positively influence our behaviour and lifestyle. To help people remember the message, a catchy slogan or mascot is often used. Use the internet to find a variety of campaigns:

• Cancer Council – slip slop slap at www.cancer.org.au

• Go for 2 and 5 at www.gofor2and5.com.au

• Keep Australia Beautiful at www.kabc.wa.gov.au/campaigns

Get your facts straight

Before creating their advertising campaign, students will need to know that they have the right information to share with their audience. They can test their knowledge of what goes in which bin with a rubbish sort sheet (Appendix 1). You could also download the free Recycle Right app onto class devices from the App Store, Google Play or by visiting m.recycleright.wa.gov.au.

Sorting out: The language of advertising

Conniving Connotations

The words we use in our advertisements can have connotations. Connotations are the emotional meaning behind a word. These words can persuade us to feel something or choose to act in a particular way. The connotations table activity is useful in exploring how words can make us feel a particular way. (Appendix 2)

Thinking about advertising

Advertisers are trying to persuade you to buy a product or use a service. They will often use a combination of persuasive techniques. Look through a newspaper or magazine and choose a few advertisements to analyse, using the Persuasive Techniques Chart. Create a mind map to illustrate the techniques used to appeal to their target audience. (Appendix 3)

We want you to Recycle Right

The SMRC printed adverts on council trucks to help people put the right thing in the right bin. Read the newspaper article that explains the decisions that the advertiser was making. (Appendix 4)

What techniques have been used in the Recycle Right truck adverts?


Going Further: Spread the message

Debating the power of advertising

Persuasive techniques are often used to make consumers believe that something that they ‘want’ is actually something they ‘need.’ Discuss how advertising contributes to how we behave. Debate:

• Advertising is responsible for the large amount of consumer waste that is dumped in landfill.

✓ In groups or individually. Design and create a brochure or guide to inform others how they can protect themselves from persuasive advertising and become smart shoppers.

Power of the press

Students design multi-modal advertisements designed to inform the community about recycling right and reducing waste. Create an advertisement that would be suitable:

• To be printed on a vehicle (See the Spread the Message attachment).

• To be published in a newspaper

• To be turned into a billboard

• To be broadcast on television

• To be played on radio

Making Conclusions: That’s a wrap

• Using the Persuasive Techniques chart, evaluate the effectiveness of classmates’ advertisements in spreading a message.

• What have we learned? Use a T Chart to list the advantages and disadvantages of advertising.

References

Admongo Teacher Guide: www.admongo.gov/lesson-plans.aspx

Consumer Stuff for Kids – Teaching and learning resources: www.consumer.vic.gov.au/resources-and-education/teacher-resources/resources/primary-teacher-resources

Can you work out which bin the following items of rubbish belong in? Tick the right box.

Sort it out

Yellow top bin

Green top bin

Garage Sale/Charity

Shop

Newspaper

Aluminium Can

Glass Bottle

Milk Carton

Old Shoes

Tea Bag

Leaves

Broken Crockery

Egg Shell

Yellow top bin

Green top bin

Garage Sale/Charity

Shop

Plastic Bottle

Grass Clippings

Flowers

Cardboard

Banana Skin

Egg Carton

Books

Old Clothes

Nappy

BR

OU

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T T

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BYHELP US TO HELP OUR

COMMUNITY BY PUTTING IT IN THE RIGHT BINRECYCLERIGHT.WA.GOV.AU


Appendix 1

Can you work out which bin the following items of rubbish belong in? Tick the right box.

Sort it out

Yellow top bin

Green top bin

Garage Sale/Charity

Shop

Newspaper 3

Aluminium Can 3

Glass Bottle 3

Milk Carton 3

Old Shoes 3

Tea Bag 3

Leaves 3

Broken Crockery 3

Egg Shell 3

Yellow top bin

Green top bin

Garage Sale/Charity

Shop

Plastic Bottle 3

Grass Clippings 3

Flowers 3

Cardboard 3

Banana Skin 3

Egg Carton 3

Books 3

Old Clothes 3

Nappy 3

BR

OU

GH

T T

O Y

OU



Are you a Recycle Right champion? Do you know which bin these items should go in? Draw a line from each item to the correct bin. If they don’t belong in either bin, draw a line from the item to the Transfer Station/Drop Off box.

Which bin do I put it in?

edit

BR

OU

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T T

O Y

OU




Appendix 1

Are you a Recycle Right champion? Do you know which bin these items should go in? Draw a line from each item to the correct bin. If they don’t belong in either bin, draw a line from the item to the Transfer Station/Drop Off box.

Which bin do I put it in?

edit

BR

OU

GH

T T

O Y

OU




Appendix 2

CONNIVING CONNOTATIONS

Connotations are the emotional meaning behind a word. These words can persuade us to feel something or choose to act in a particular way. Complete the following table, and then choose one of the rows to illustrate the different meanings conveyed.

Favourable Connotation J

Neutral K

Unfavourable Connotation L

Options

home house hovel home/hovel

Inexpensive value for money/cheap

thin skeletal/slender

well-known notorious/famous

smell stench/perfume

young immature/youthful

solid heavy/well-built

small compact/cramped

outspoken arrogant/assertive

waste rubbish/resource

eager impatient/enthusiastic

assertive confident/bossy

dog mutt/pooch

“She invited me to her home” “She invited me to her house” “She invited me to her hovel”

Sorting out: The language of advertisingConniving Connotations

The words we use in our advertisements can have connotations. Connotations are the emotional meaning behind a word. These words can persuade us to feel something or choose to act in a particular way. The connotations table activity is useful in exploring how words can make us feel a particular way.

PERSUASIVE TECHNIQUES

CLUSTERS OF THREE Use three words to describe something

PERSONAL PRONOUNS Using words like ‘we’, ‘us’ and ‘you’ to involve your reader

HYPE Use dramatic words to make your argument more exciting

CALL TO ACTION Tell the reader to do something immediately

EXAGGERATION (HYPERBOLE) Being over the top to highlight your point

CONTRASTS Comparing your point of view to another’s

SHOCK TACTICS Make the reader feel surprised or horrified

FIGURES OF SPEECH Similes and metaphor help to paint a picture for your reader

REPETITION OF WORDS OR PHRASES Saying the same word or phrase more than once so it sticks in the reader’s mind

FORCEFUL PHRASESPhrases like “I urge” or “I demand” create importance

ANECDOTES Stories used to support your point

EMOTIVE WORDS Words that cause reader to feel emotion

EMOTIVE PICTURES Images that cause audience to feel emotion

RHETORICAL QUESTIONS A question that is asked to make the reader think

CRITICISE THE OPPOSITE OPINION Challenge the point of view of the opposing argument

ALLITERATION Use the same consonant sound at the beginning of words to make them stand out

QUOTE A RELIABLE SOURCE Including the point of view of a professional provides evidence for your argument

CATCHY PHRASES OR SLOGANS A motto or phrase that sticks in the mind of your reader

ASSOCIATION Connect your argument to other things through the use of pictures

PLAY ON THE READER’S SYMPATHY Make the reader feel sorry for something or someone

HUMOUR Using puns, irony, sarcasm, satire and jokes helps make your argument more entertaining

TESTIMONIALS AND ENDORSEMENTS Use celebrities or other influential people to support your cause

CHATTY STYLE Use everyday, conversational language to appear friendly

STATISTICS Use truthful number data to support your arguments

Adapted from teachit.co.uk

1. What group, organisation or company is responsible for the ad? How do you know?

2. What audience is the ad targeting? What makes you think so?

3. What techniques does the ad use? (See above)

4. What does the ad say or suggest about the product or service?5. What does the ad say about the people who buy the product or service?

Sorting out: The language of advertisingThinking about advertising

Advertisers are trying to persuade you to buy a product or use a service. They will often use a combination of persuasive techniques. Look through a newspaper or magazine and choose a few advertisements to analyse, using the Persuasive Techniques Chart. Create a mind map to illustrate the techniques used to appeal to their target audience.


Appendix 3


Appendix 4

Examples of Southern Metropolitan Regional Council’s Recycle Right messages

Community Newspaper Group – Fremantle Gazette – 21 Jul 2015 – Page #18

THE Southern Metropolitan Regional Council has posted recycling messages on the City of Fremantle’s rubbish trucks.SMRC chief executive Tim Youe said the aim of the cam-paign was to change the way

people handled their waste.“If we can get people to put the right thing in the bin, such as recycling all plastic and glass and not bagging it, it will make a big difference,” he said.

“By recycling these items, landfill is avoided and the green-topped bin, which ac-tually is turned into compost, is not contaminated.”The campaign will also run in Melville and Cockburn.

City of Fremantle rubbish trucks now carry signs promoting recycling.

Trucks promoterecycling message


Appendix 4


Appendix 4

Nappies can’t be recycled!Place all nappies in your

green-topped bin

HELP US TO HELP OUR COMMUNITY BYPUTTING IT IN THE RIGHT BIN

BR

OU

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T TO

YO

U B

Y

SU

PP

OR

TED

BY

through the Waste Avoidance and Resource Recovery Account

Every day there are between 200 and 500 nappies found in the recycling at the Regional Resource Recovery Centre in Canning Vale. Soiled nappies contaminate recycling with serious consequences.

One child will use 4,000-6,000 disposable nappies, costing up to $3,000. Each nappy takes up to 500 years to break down in landfill, where it generates methane, a toxic greenhouse gas*. Cloth nappies are a great alternative – they make a positive impact on the environment and can save you money.

To find out more about recycling right, visit recycleright.wa.gov.au or download the Recycle Right app from the iTunes or Google Play stores. Source: *WRAP UK

Nappies can’t be recycled!Place all nappies in your

green-topped bin

HELP US TO HELP OUR COMMUNITY BYPUTTING IT IN THE RIGHT BIN

BR

OU

GH

T TO

YO

U B

Y

SU

PP

OR

TED

BY

through the Waste Avoidance and Resource Recovery Account

Every day there are between 200 and 500 nappies found in the recycling at the Regional Resource Recovery Centre in Canning Vale. Soiled nappies contaminate recycling with serious consequences.

One child will use 4,000-6,000 disposable nappies, costing up to $3,000. Each nappy takes up to 500 years to break down in landfill, where it generates methane, a toxic greenhouse gas*. Cloth nappies are a great alternative – they make a positive impact on the environment and can save you money.

To find out more about recycling right, visit recycleright.wa.gov.au or download the Recycle Right app from the iTunes or Google Play stores. Source: *WRAP UK

Can you help to spread the recycle right message? Create a drawing on the back of the bus to show people why recycling is so important.

Spread the message!

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OU

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T T

O Y

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Sorting out: The language of advertising

We want you to Recycle Right

The SMRC printed adverts on council trucks to help people put the right thing in the right bin. Read the newspaper article that explains the decisions that the advertiser was making.

What techniques have been used in the Recycle Right truck adverts?

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