Writing Simple Advertisements

From APEC HRDWG Wiki

Even though advertising is universal, businesses located in APEC economies might have certain guidelines to follow. This teaching tip provides a summary of key ideas and practical strategies for writing simple advertisements. It encourages students to think about the needs as well as the desires of the audience, a skill necessary for the international and multicultural workplace.

1 Content Objectives
2 Language Objectives
3 Activity
4 Materials
5 Category
6 Learning Theme
7 Resources
8 Author

Content Objectives

To introduce students to the modern advertisement, a crucial tool in the international workplace
To encourage students to be aware of the needs of others, including from a cross-cultural perspective

Language Objectives

To provide opportunities for students to practice writing advertisements
To discuss the different parts of an advertisement and evaluate cultural appropriateness

Activity

1. Display a local advertisement provided by the teacher. A teacher might want to bring both an ad in English and one in the local language.

2. Discuss what features make an advertisement effective and how ad effectiveness might be different in the home culture of the students.

o Ask students to talk about their exposure to advertisements in their own context/culture/economy.
o Ask students what typical topics might be included in an advertisement in their context/culture/economy.
o Clarify and provide additional examples for students as needed. Ask students what issues might be important in their own culture that were not addressed in the discussion, if any?

3. Have students work in groups to do the Sample Exercise.

o Share several of the responses to the exercise with the whole class.
o Ask students to propose a topic for their own advertisement.

4. Advanced activity (thinking outside the box)—talking about others’ needs

We usually focus on our own personal needs and wants. However, by understanding the needs and wants of others, we have a better chance of reaching an appropriate solution to any problems.

For example, pretend you are asking your boss for a raise. What could you, the employee, offer your boss that would make him want to give you the raise. Create an advertisement that presents you, the employee, and the reasons you'd like the raise. As a class, brainstorm the reasons someone would want a raise. As individuals, create an advertisement.