After learning the aspect of ‘Advertisements’ relating to the core topic of Communication and Media in IBDP English B, Y11 English B students presented their first interactive group oral activity in analyzing advertisement posters this semester. They all have done a very good job in unveiling the aim, the strategies, the designing and the approaches of advertising considering its cultural and social aspects.
During the presentation, students were competent at analyzing the details, which would usually be neglected in advertisements, such as the effects of colors, the font size and type, the border design or the foreground and background information. For instance, the presenting of blue flashes in NIKE shoes advertisement gives viewers the visual stimulus in creating the atmosphere of the gym; the mild color of green and the depicting of the spring season in Spring water advertisement not only uses the pun of spring but also contributes successfully to demonstrating the good quality and origin of its water.
Students showed themselves to be not only capable of noticing detailed information, but more importantly, presenting deeper meanings revealed from those advertising posters. For example, they were able to link the image of a snake and the slogan of ‘No Sin’ from the advertisements of Heinz Ketchup to the story of the Garden of Eden in analyzing how this poster is featuring its tomato source. Moreover, when talking about the targeted potential consumers in relation to gender, they were able to see through the advertisements to look at the assumptions and perceptions of those who created them. For instance, the advertisement of Canon is targeted more at the mum’s role as a baby carer while NIKE tends to orient more towards attracting male buyers than females.
From this activity, students not only applied their knowledge acquired from reading related theories, but also learned how to work together in presenting a group activity to develop their IB ATL-communication and collaboration skills.
通过此次活动，同学们不仅将学到的广告文化知识直接运用在的具体的广告分析中，更重要的是，学会了相互合作来锻炼自己IB ATL 中交流与合作的能力。