MAD for ADS
Infobox
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I. Typical features of Ads
- Skillfull combinations of purposeful words, images, sound, background, etc.
- Short, but rich in detail and content
- Unambiguous: they want to promote sth.
- Stimulate quick response and reaction
- A lot of food for interpreting and debating
- Fun!
II. Method-Kid
a) Sound only
Which images could go with the sound?
b) Sound off
- work in pairs: one faces the screen in order to watch the ad, the other doesn't; the seeing-one tells what has happened, the other asks questions (twists can be added by leaving out the product or describing simultaneously)
- students have to write down everything they expect to hear
- students have to write the dialogues
c) Pause
Ad is shown up to a certain moment, then the students have to speculate on how the story goes on, what the ad is all about etc.
d) Slow Motion
- students have to describe movements in detail
- students have to dictate all the things seen on the screen to a note-taker
e) Transcript
- students have to fill in the gaps or find mistakes
- students get transcript in advance and speculate on the ad itself
f) Storyboard
Thorough description of single shots
g) Freeze Frame
- only tag line is shown; students have to develop story that lead to it
- ambiguous moment; students have to speculate
h) Unreliable Narrator
Students write down the narrative and include false details which have to be detected by another student
i) Projects
- Students present a commercial themselves (info on setting, characters, target group etc.)
- Students choose a German ad and dub it
- Students find subtitles (in English and/or German)
- Students write their own storyboard and shoot their own ad
j) Knowers and Listeners
Listeners-only ask knowers yes/no-questions to discover the narrative ("not relevant" as an answer is also ok)
III Bibliography for Ads
-
http://www.adbusters.org/home/
Their mission is ' to transform our commercial media culture and direct it towards ecological and social awareness.'and to 'create a new media culture that does not have commercialism as its heart and soul.'
- http://www.c-span.org/classroom/govt/campaigns.asp how ads for presidential candidates are put together, what themes they focus on
- http://www.adage.com/century/
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