Unit 20 LO1 - Lesson Plan

1. BIG PICTURE
Textual analysis of an existing
marketing campaign
KEYWORDS
Aims – Audience – Message –
Representations – Call to Action
- Regulation
LEARNING OBJECTIVES
Know how existing advertising
campaigns embed advertisements
across a range of media products
SUCCESS CRITERIA
P1 - Detailed textual analysis of
a marketing campaign for a film.
M1 - Comparisons between that
campaign and another one.
Take your seat. Bag under your desk.
Have your equipment and planner out.
Topic – Unit 20 – Advertising Media
http://www.hpocrunit20.wordpress.com
• What different media can a new film use as part of its
marketing campaign?

2. TELL ME
STUFF!
TAKE ME
THROUGH
IT…
LET ME
HAVE A
GO…
DO I GET
IT?
1 2 3 4 5 6
SETTING THE
SCENE
JOINING UP
LEARNING
LINKS TO LAST
TIME
PASSING ON
KNOWLEDGE
GUIDED PRACTICE
& MODELLING
INDEPENDENT
PRACTICE –
APPLYING THE
SKILLS TO NEW
SITUATIONS
ASSESSMENT &
FEEDBACK
PULL IT TOGETHER
JOINING UP
LEARNING
LINKS TO NEXT
TIME

3. Know how existing advertising campaigns embed advertisements
across a range of media products
• You need to choose a recent, big release and analyse a
range of different parts of its marketing campaign
• This will involved
• Old media – posters / trailers / tv adverts /
magazine adverts / radio adverts / merchandise
• New media – websites / social media / app based
marketing / email lists / digital merchandise
• You then have to compare the campaign you've looked
at with another, similar campaign
• If I was doing this work I would choose
something like an MCU film for my main
text and something like a DC movie or
some other big budget recent release (Star
Wars, for example) for my comparison text
• There is a model answer based on
Avengers: Infinity Wars as the main text
and Justice League as a comparison text

4. What do you need to write about...
• Old media – posters / trailers / merchandise / tv or
radio spots / radio adverts (I'll help find these) / -
you don't have to write about everything but...
• You need to show how the whole campaign is
branded and designed so it is obviously all part of
the same thing
• Look for the use of specific logos, of regular font
and colour for writing, of recurring iconography or
taglines
• Look for a comparison with how the other text
does what they do – it might be very similar, but
what does it focus on as its key branding points?
• New media
• The website – as a home for all parts of the campaign
• The other social media pages – instagram, twitter,
facebook (which you'll have to investigate away from
school)
• The use of Apps and of downloadable content (digital
merchandise?)
• What differerent ways does your second text use these
things

5. The markscheme and detail are on the blog
• Follow the model answer which follows the markscheme very
well
• Focus on making sure you've written I detail about your main
text before you worry at all about the comparison with the
second one
• You don't have to write in detail about every single thing but
make sure you write in detail about at least two old media and
at least two new media examples

6. Checklist
1. Have you covered a range of different
media?
2. Have you identified the target audience
for the film and so been able to talk about
how the marketing campaign will work for
that target audience
3. Have you identified how the campaign is
consistent across a range of different
media?
4. Have you identified the call to action? The
point in the campaign that will make the
audience take notice and do what you
want them to?

7. BIG
PICTURE
MY
LEARNING
How did this
lesson fit into
your other
lessons?
What is my
top take- away
from the
lesson?
Have you contributed to the lesson? Will you be able to improve
next lesson? Do you know what you need to go away and do?
• You are analysing the marketing
campaign for the film, not the film
• You are identifying what it is across
the different kinds of marketing
across different media that ties the
campaign together
• You are talking about how the
marketing campaign will work for
the film's intended target audience
(and perhaps pointing out how
different parts of the marketing
campaign will work for different
demographics within the primary
and secondary target audiences).