MAD for ADS

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/

MAD for ADS: Her­un­ter­la­den [doc] [34 KB]