The goal of this lesson is to reinforce and expand students’ knowledge of identifying fact and opinion statements in advertisements.

Observe students during their discussions with partners and as they work on their individual tasks. Use the following checklist to evaluate each student’s ability to do the following:

• Identify fact and opinion statements in advertisements.
• Provide adequate evidence when distinguishing between statements of fact and opinion.
• Identify persuasive techniques used in advertising.

Focus Question: Why is it important to distinguish between facts and opinions in advertising?

Display an advertisement for a popular product on an overhead projector/document camera. Ads from magazines or from sources listed under Related Resources at the end of this lesson may be used. Ask, “What part of this advertisement is fact, and what part is opinion? Why do you think so?”

Number students by rows of ones and twos and pair each one with a two for discussion. Have students discuss their answers with their partner. Then guide students to understand that advertising includes both facts and opinions because it contains statements that are factual, while other words suggest opinions.

It may be beneficial to model for students how to analyze images in an advertisement by describing how images may be factual or suggest an opinion.

Part 1

Give students the opportunity to discuss advertisements they have seen in magazines and newspapers and on TV. (You can search YouTube for toothpaste commercials or toy commercials. Additional sources are listed under Related Resources at the end of this lesson.) Ask students the following questions:

• “What product was the advertisement for?”
• “What specific things do you remember about this advertisement?”
• “How did the advertisement try to convince people to buy the product?”
• “How did the images support the message of the advertisement?”

Make students aware that since advertisements contain both facts and opinions, consumers need to look for the following information. Write these statements on the board/interactive whiteboard:

• Look for factual claims that can be proven.
• Evaluate opinions.
• Develop an awareness of how illustrations and other graphics portray a message.

Say, “Being able to distinguish between fact and opinion will help you make wise consumer choices and avoid disappointment in products.”

Have students work in small groups to distinguish fact and opinion statements used in advertisements. Write the following statements on the board/interactive whiteboard:

• Get 20% off any product. (Fact)
• This is the “purrfect” treat for the “purrfect” pet! (Opinion)
• Buy one pack of gum and get the next pack free. (Fact)
• Wear these shoes and you will never lose a race. (Opinion)
• This car seat is government safety tested. (Fact)
• You will receive a one-year warranty when you purchase a computer. (Fact)
• This is the greatest mop of all time. (Opinion)

Discuss ways to distinguish facts and opinions in magazine and newspaper advertisements. On chart paper, create a two-column chart to compare facts and opinions. Have students use the following guidelines to differentiate facts and opinions in advertising:

• Identifying Facts:
  • Look for numbers, statistics, warranties, and government-approved statements.
  • Analyze photographs and other images.
  • See if the statements include terminology such as record, verify, document, and prove.
  • Read the fine print.
• Identifying Opinions:
  • Look for the following terminology: good/bad, might, believe, should, think, always/never, best/worst.
  • Analyze photographs and other images.
  • Read the fine print.

Hang the chart in the room for future reference.

Part 2

Discuss ways that advertisements are used to persuade consumers to buy products. List the following headings and clue words on the board/interactive whiteboard:

• Bandwagon (popular)
• Testimonial (famous person)
• Emotional appeal (feelings)

Explain how these persuasive techniques are used to sell products. Distribute Persuasive Techniques (L-5-3-2_Persuasive Techniques.docx). Have students sort the statements and place them under the appropriate heading. When all students are finished, discuss how they categorized each statement and why.

Have students locate at least one advertisement or TV ad for each persuasive technique. (Sources are listed in Related Resources at the end of this lesson.)

Extension:

• Ask students who need additional opportunities for learning to explore advertisements with easily identifiable facts and opinions used throughout. Have students underline the facts and circle the opinions.
• Challenge students who are ready to go beyond the standard to further extend their thinking by creating an ad for a product. Have them include facts and opinions and incorporate text as well as pictures. Encourage students to share their ads with the rest of the class and to discuss the effectiveness of utilizing both fact and opinion statements and images to sell these products. Have students identify which persuasive technique is used.