In the first lesson in this unit, students are introduced to the use of persuasion in visual, print, and multimodal advertisements. Many advertisements, particularly video, embed persuasive techniques in the familiar genre of narrative first to inform, engage, and interest readers and viewers emotionally, and then to persuade them to take some form of action. This action may be to buy a product, sign a petition, attend an event, or change their behavior. Sometimes the purpose is to raise awareness of an issue –the action or response required is not always made explicit. This lesson explores how the use of persuasive techniques within the narrative of advertisements accomplishes these goals.
Students are introduced to a number of textual analysis standards and persuasive techniques that will be developed and deepened throughout the unit. As they analyze multimodal texts, students examine the author’s point of view and purpose, and the intended effect on readers by analyzing modality, word meaning and nuances. They determine the central ideas of text and cite specific evidence to support their analysis. At the end of the lesson, students reflect on what they have learned about persuasive techniques before applying and deepening their understanding of persuasion as they read complex texts.