OBJECTIVE:

To understand the structure of advertisements by examining the differences between the implicit and explicit messages of advertisements.

 MATERIAL:

 Lots of old magazines, scissors and glue, and large mounting paper.

 PROCEDURE:

Lead a lecture, discussion or dictionary search for the meanings of implicit, explicit, association and context.

Then discuss, using samples of magazine advertisements, the explicit and implicit messages of these ads. Ask: "What ideas and images are the products being associated with?" (e.g. The vodka bottle is in the middle of an upscale party. What does this association therefore imply?) Discuss the differences between the amount and kind of text versus graphics. Discuss colors, angles and symbols within the ads.

•  Find 3 magazine ads (vary the number to suit your needs)
•  Cut out the ads
•  For each advertisement, write/type a short paragraph which explains the following:
• What product is being sold?
•  How would you generally describe the ad?
•  What items, if any, are being associated with the product?
• What is the message(s) of the ad? Is it more implicit or explicit? Explain!
• Mount the ads and paragraphs on heavy paper with a title and the student's name. It makes a good display!