Where the Classroom Ends

As promised, today we talk about Olympic advertisements.  While the 2012 games are over, it’s still a good way to engage students in the process of viewing advertisements through a critical lens.   Introduce this particular exercise by discussing the sheer size of an Olympic audience and the role that Olympic sponsor.  Some good resources for this kind of discussion include:

• NPR: “For Olympic Committee, Marketing is No Game”
• CNN: “Olympic Sponsorship: Must it be so unhealthy?”
• The Guardian: “London 2012 Sponsors: Who are they and what have they paid?”

Begin by asking students to simply watch the commercials without pens and pencils.  They’ll think you’ve lost it.  Then, ask them to watch a second time recording responses for critical thinking questions and SOAPSTone.  You may choose to discuss as a class or have them turn in for a grade.

P&G “Proud Sponsor of Moms”

As you watch the commercial construct a series of detailed notes for each category of SOAPSTone. 

1.  Explain the impact of using this particular age/size of children?  Why not babies?  Why not teens?

1. Describe the emotional impact of the commercial itself and explain how that effect is accomplished.

1. Why is there no dialogue until the very end?

1. Why end with the image of a diver? Why not the weightlifting or balance beam?

Nike’s “Find Your Greatness”

As you watch the commercial construct a series of detailed notes for each category of SOAPSTone. 

1. Why begin with only the noise of the jogger’s feet on the pavement?

1.  Define greatness in modern culture.  Define greatness according to this video.  Put both in your own words.

Now, identify the pros and cons to the videos perspective on greatness.  Be thoughtful in your responses. 

1.  Why argue that “greatness” is not a rare DNA strand?  Think about audience and where/when this commercial was aired.

1. What argument does the commercial convey?  What might be the purpose of such an argument in light of the audience/event in which it aired?