To examine the representation of women in ads picking up on key aspects. Through discussion helping students identify the messages they are receiving through the four ads.
Learning intentions Students are learning to…
- To recognize where representations of NZ women have come from through watching a selection of ads and to question the consequences of such representations.
Success criteria (How do students know they have achieved success?)
I can…
- I can use key words to describe the way women are being shown in ads.
- I can use construct a generalization about women. I can recognize messages in ads.
Relevant Film Archive Footage:
Mum Rollette: Secretary
Mum Deodorant: I cant get by without my mum
Lion 10 Beer: I just scored a ten!
Bendon: Reflections
Activities
This lesson uses advertisements to show students representations and messages that are coming through advertisements.
Students to work in groups to respond to advertisements. Give each group A3 paper and rule into four sections. Rule each of these four sections into two in the top of the first column write key words, and in the other write messages. In each section write the name of each of the advertisements:
Mum Rollette: Secretary (1960s) 4.12
Mum Deodorant: I cant get by without my mum (1970s) .30
Lion 10 Beer: I just scored a ten! (1980s) 3.20
Bendon: Reflections (1990s) 1.00
Watch each advertisement and after each give students five minutes to write down key words about the way the women are being represented in each ad. After the five minutes ask the groups to shout out their key words. Obviously this will be noisy but it will give them a chance to express themselves.
MESSAGES:
Messages are the ideas that come through a text. They are often delivered through dialogue although can come through in more subtle forms, for example through setting or music. In the Mum Deodorant the messages are very clear.
Re play this ad and then ask students to write down the message they thought was the strongest. You could write these up on the board.
I can get by without make up
I can get by without my bra
I can get by without my boyfriend
I cant get by without my mum
Every girl needs her mum
I can’t really get by without my boyfriend.
Vote: Give students the chance to vote on the message they thought was the strongest. One vote only per student.
Pair Share: Why did you think this was the strongest message?
Ask students to finish their chart by writing down what they think is the strongest message of each of the other three ads. It might be a good idea to replay each ad and give some debate time after each one. They must reach a consensus. You may only have time to do one ad, if this is the case Lion Beer or Bendon ads are good.
Homework paragraph: What might the audience think about women if they are shown in this way?
