This lesson plan is made for a sophomore health class in the American public school system. The class is size is 30 students. 7 ESL students are mainstreamed in this classroom and have high intermediate to low advanced language proficiency skills.

Objective: Students will be able to identify the ten appeal methods Tobacco Companies use to target teenagers for cigarette sales. The reading and writing skills to be emphasized are word application, scanning, and rewriting and a specific concept in your own words.

Materials Needed: Tobacco Magazine Ads and OHTs, construction paper, markers, glue, scissors, Ten Appeal Methods OHT, overhead projector

Vocabulary: appeal, bandwagon, brand loyalty, false image, glittering generality, evidence,

Warm-up: I will show the students familiar magazine advertisements and ask them what product is being sold and if the students believe the companies will be successful in selling their product. We will discuss the effects of advertising on consumer choices.

After I feel the students have grasped the concept that advertising does our affect our consumer choices I will show them magazine ads promoting tobacco use.

I will ask them what makes the product appealing to them and why they think the ad is effective or not effective.

I will explain to the students that there are specific labels we use to describe the effectiveness of an ad. These labels are known are the ten appeal methods of advertising companies. With each label I will display an example and provide the definition of each. Students will take notes. These notes will be used in a later activity.

1. Bandwagon Appeal. The bandwagon appeal tries to convince consumers that everyone else wants a particular product or service and they should do it too.

2. Brand Loyalty Appeal. The brand loyalty appeal tells consumers that a specific brand is better than the rest, and that they would be cheating themselves to use anything but this brand.

3. False Image Appeal. The false image appeal attempts to convince consumers that they will give a certain impression if the use the product.

4. Glittering Generality Appeal. The glittering generality appeal contains statements that greatly exaggerate the benefits of the product.

5. Humor Appeal. The humor appeal uses a slogan, jingle, or cartoon to keep the consumer's attention.

6. Progress Appeal. The progress appeal tells consumers that a product is a new and better product than one formerly advertised.

7. Reward Appeal. The reward appeal tells consumers that they will receive a special prize or gift if they buy a product.

8. Scientific Evidence Appeal. The scientific evidence appeal gives consumers the results of survey or laboratory tests to provide confidence in a product.

9. Snob Appeal. Snob appeal convinces consumers that they are worthy of a product or service because it is the best.

10. Testimony Appeal. Testimony appeal includes a promotion by a well-known person who says that a product or service is the best one for the consumer.

After I have explained each appeal I will hold up random examples of tobacco ads and ask students which appeal or appeals is being used in that particular ad. I will do this until I feel they are comfortable in identifying the ten appeal methods.

… In this activity I will focus on word recognition for my ESL students. They will be able to link the new term to the concept.

… The ESL students will also be note taking. Writing the word on paper will help cement the form of the new word in their minds.

Students will have the opportunity to apply their new knowledge by creating their own tobacco advertisement in groups of three. The 7 ESL students will be assigned to different groups. Each group will be given one of the ten appeal methods. They will have art supplies and old magazines at their access to create their ads. Their ads must include the tobacco's name brand, a written caption or slogan, and a written paragraph that explains their appeal method. I will tell them to use their text books as a source and give them the page number. I will also inform them that everybody in the group must be familiar with the written paragraph because I will call on one member in the group to present the ad to the entire class.

… I wanted the ESL students to be able to write the new concept in words that they would understand. Having the students write the caption and written paragraph will give the ESL students an opportunity to rephrase an appeal method's definition in their own words.

… I also wanted to make sure that the ESL student would not linger at sidelines.

Having each student be accountable for the written paragraph ensures me that the ESL student will be actively learning as an individual. The ESL student will also be learning from the group.

… I gave the students the page number in the text to save time and because I wanted them to know specifically where to look. When the students turn to the page they will need to use their scanning skills to find their particular appeal method and then they will use their comprehension skills to interpret the text's definition.

Evaluation: Students will be evaluated by their group project. I will be specifically looking for the tobacco's name brand, a written caption or slogan, and a written paragraph that explains the group's assigned appeal method. Each part will be worth 10 points each for a total of 30 points.