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Integrative product. Persuasive language
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Cierre: domingo, 10 de agosto de 2025, 23:59

In language teaching, understanding the nuances of vocabulary and grammar is essential for equipping learners with the tools to communicate persuasively and effectively. The way language is used in advertising—through subtle shifts in word choice, tone, and structure—offers valuable insights into how meaning is crafted to influence emotions and perceptions. By examining these techniques, language educators can teach students how to harness the power of words to convey specific messages, express emotions, and engage audiences. This highlights the importance of helping learners become aware of how small linguistic choices can have a significant impact on communication.

Learning objective: 

To integrate theoretical linguistic principles with practical applications in ELT.

Instructions: 

1. Collect a variety of advertisements from different sources. These can include print ads (magazines, newspapers), digital ads (social media, websites), and video commercials (YouTube, TV, etc.). Aim to gather at least 3–5 examples that show different techniques of persuasive language.

2. Analyze each advertisement focusing on how grammar and vocabulary are used to persuade the audience and evoke emotional responses. Look for language features such as imperatives, modal verbs, adjectives, rhetorical questions, slogans, repetition, and loaded language. Take notes on the tone, style, and how specific words or structures influence perception.

3. Based on your analysis, develop a 45–60 minute ESL lesson plan focused on persuasive language. Your lesson should help English language learners recognize and use lexical and grammatical features to create persuasive messages.

4. Choose one of the following student-centered activities to include in your lesson:

    Ad-matching activity: Provide students with several advertisements and ask them to analyze their language. Then have students match each ad to a target audience, and modify the ad to better suit a different audience.
    Role-play task: Assign students a product or service and have them create their own advertisement, using persuasive language patterns (e.g., “must-have,” “limited time,” “feel the difference,” etc.). They can present their ads to the class in a mock commercial or sales pitch format.

5. Make sure your lesson plan includes the following components:

    Learning objectives.
    Materials needed (including the ads used).
    Step-by-step procedure.
    Guided and independent practice activities.
    Assessment strategy.
    Adaptations for different proficiency levels.

6. Attach or link to the advertisements you used for analysis. These can be printed, digital screenshots, or video links. Clearly label each one and reference them in your lesson plan where relevant.

7. Submit your completed lesson plan along with the ad materials through the platform by the assigned deadline.
Product to be delivered:

Lesson plan

Evaluation criteria:

Criteria
	

Score

    Comprehensive and insightful analysis of lexical choices, modal verbs, and persuasive discourse strategies with clear examples.

	

30%

    Clearly identifies and explains how grammar and vocabulary contribute to persuasion and emotional appeal.

	25%

    Well-structured, engaging, and pedagogically sound lesson plan with clear objectives and activities. Includes a creative and effective activity demonstrating a deep understanding of audience adaptation.

	30%

    Well-organized, clear, and professional in structure, language, and formatting.

	15%

Total
	

100%

Resources: 

All course resources.
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Lesson Plan: The Power of Persuasion in Advertising
Target Group:

Middle school / Upper-elementary ESL learners (A2–B1 level)
Duration:

45–60 minutes
🎯 Learning Objectives (Can-Do Statements):

By the end of the lesson, students will be able to:

    Identify persuasive vocabulary and grammatical structures in advertisements.

    Analyze how word choices influence audience perception.

    Create and present a persuasive ad using strategies like imperatives, modal verbs, and loaded language.

📄 Materials Needed:

    Printed and digital advertisement samples:

        Nike Ad (slogan: “Just Do It”)

        Coca-Cola print ad (“Taste the Feeling”)

        iPhone promo page (with phrases like “The best iPhone ever”)

        YouTube link to a shampoo commercial (e.g., Pantene “Strong is Beautiful”)

        Social media ad screenshot for Duolingo (“Learn a language in just 10 minutes a day!”)

    Worksheet with a chart for vocabulary/grammar analysis

    Markers and paper for group work

    Projector/speakers (optional for video ad)

🔎 Step-by-Step Procedure:
1. Warm-Up (5–10 min): "Spot the Trick"

    Display a slogan (e.g., “Act now!”)

    Ask: “Why does this make you want to do something?”

    Briefly introduce persuasive techniques: imperatives, modals, adjectives, slogans

2. Mini-Lesson (10–15 min): "Persuasion Toolbox"

    Teach key persuasive features:

        Imperatives: “Buy now!”, “Get yours today”

        Modal verbs: “You must try it”, “You should switch”

        Loaded adjectives: “amazing”, “delicious”, “life-changing”

        Slogans & Repetition: Short, catchy phrases

        Rhetorical questions: “Are you ready for the best?”

    Distribute handout with examples and space to collect notes

3. Guided Practice (15 min): "Ad Analysis"

    Distribute 3–5 ads (see Materials)

    In pairs, students fill in a chart with:

        Type of ad (print, video, etc.)

        Target audience

        Persuasive words/phrases

        Type of strategy (e.g., imperative, modal verb, slogan)

        Emotional appeal (e.g., confidence, happiness, urgency)

4. Independent Activity (15–20 min): "Role-Play: Make Your Own Ad"

    Students work in small groups (2–3)

    Each group is assigned a product (e.g., phone, drink, app, book)

    They must create:

        Product name

        1–2 slogans

        Persuasive sentences using modals, imperatives, adjectives

    Groups present their ad to the class as a short mock commercial or sales pitch

📊 Assessment Strategy:

    Formative: Observe student participation during group analysis and role-play

    Summative: Use a checklist to evaluate each ad presentation for:

        Use of persuasive grammar

        Clear messaging

        Audience awareness

        Creativity

🔧 Differentiation & Adaptations:
Level	Strategy
Beginner (A1–A2)	Sentence starters, visual supports, simplified vocabulary list
Intermediate	Challenge with creating two ads for different audiences
Mixed Levels	Pair stronger students with weaker ones for peer scaffolding
📎 Attached Ads (Descriptions and Links):

    Nike Print Ad – “Just Do It” – Focus on imperatives, emotional strength

    Coca-Cola Poster – “Taste the Feeling” – Sensory adjectives, repetition

    Apple iPhone Web Ad – “The best iPhone ever” – Superlatives, modals

    Pantene YouTube Ad – https://www.youtube.com/watch?v=ojYxqvXPT7k

    Duolingo Social Ad Screenshot – Short text, repetition, urgency

(Note: Ensure permission and fair use or use mock-ups if sharing actual ads isn’t allowed.)
✅ Final Product to Submit:

    This completed lesson plan (PDF or DOCX)

    Copies or screenshots of the 3–5 ads used

    Student worksheet template for ad analysis (optional)

    Brief reflection on how theory informed your design (optional if asked)