ESL GuideBook for the Studio Teacher

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Argument, Persuasion, Propaganda

 

Level: Second/Third Year Art & Design/ ESL high-intermediate to advanced

Language Focus: Language semiotics + semantic and pragmatic meaning

Design Focus: visual semiotics + advertising strategies

Time: 2 classes of 2h 40 min. (each class 2h 15min activities + 25min. break/debrief)

Prep time: 4 hours

 

Lesson Description:

In these lessons, the teacher introduces lexis, semantic and pragmatic meaning, and visual representations—in relation to language use— through theories of Semiotics. In understanding semantic and pragmatic meaning within the context of semiotics in advertising, students are able to develop a coded language to support arguments and developed concepts and to create slogans and storylines deemed effective to reach specific audiences. Once acquainted with different advertising strategies, students prototype PSA video spots for an HIV campaign in three variations: Argument, Persuasion, and Propaganda, and test their effectiveness within a defined audience. Students also write self-analysis essays assessing both the process and results of each PSA.

 

Class 1

FOR TEACHER:

 

Readings:

  • Charles Sanders Peirce on Semiotics, (Chapter 5)
  • Politics of Persuasion, Persuasion in Healing [http://bit.ly/2tfR94q]
  • Augmentation: The Art of Persuasion [http://bit.ly/2tOW9K9]

 

Visual Aids:

 

TEDtalks:

 

TEDed:

 

FOR STUDENTS:

Readings:

 

 

  • Media Argumentation, Douglas Walton (Chapter 2: The Speech Act of Persuasion, page 47-90; Chapter 3: Propaganda, page 91-126)

 

Handouts:

  • Argument, Persuasion, Propaganda
  • Graphic Agitation 2, Liz McQuiston

 

Worksheets:

  • Ad campaign analysis (2, 2.1, and 2.2)

 

Class 2

FOR TEACHER:

 Readings:

 

Visual Aids:

 

FOR STUDENTS:

 

Readings:

  • Wine and Milk, Roland Barthes, pages 58-61

 

 

  • Decoding Advertising, Judith Williamson (chapter: Signifier, Signified, Sign, page 17-19; Chapter One: A Currency of Signs, page 20-34

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