Assessment: Saying the Quiet Part Loud
Have students navigate to the student chapter Saying the Quiet Part Loud and go through the assignment with the class.
How does the brand create and communicate its identity? (Remind students to consider things like colour and shape, connecting with an existing identity, using celebrities or influencers, making the audience feel good about themselves, and showing the audience someone or something they want to be.)
What target audience is the brand trying to appeal to? Think about gender, age, class and income (how much money they make), interests and hobbies, identity (how they see themselves), etc.
How is the brand identity designed to connect to the target audience? How does it appeal to them specifically?
Students will then create a mock ad that “says the quiet part loud” by making a more honest statement about what the brand is selling, like the examples in the Agamotto slideshow.
Depending on the time and technology available, you can have students create their mock ads either by modifying a real ad (either physically or with a computer graphics program) or making ad from scratch.
Emphasize to students that they are not being marked on their artistic or design skills but on how well their ad shows their understanding of how advertisers create brand identities and use them to build relationships with consumers.
If students are using existing media (such as making a collage or re-editing a video ad) and you have not already delivered the Remixing Media unit, have them access the student chapters Copyright Basics and Remix Tools: Getting Media.
You can assess the project with the Assessment Rubric for Mock Ad Assignment.