Transcript Year 9 Persuasive Media

Can you Write your own
Definition of media? Don’t
forget to include
a reference to the numerous
media sources
Think of PIE:
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Persuade
Inform
Entertain
believe
two
inform
beautiful
consumer
benefit
selling
pictures
economical
provide
aims
product
There are t_________ main purposes or goals in advertising. They are to
i____________ and to persuade. Usually advertising a_________ to both
inform and persuade. When s_____________ or advertising a product (or a
service) the marketer first aims to p__________ information about it to
the consumer. By doing this the advertiser tells the consumer the positive
things about it; how it will b___________ the consumer’s life. For
example, when advertising a car the marketer night highlight the fact that
the car is e________________ or cheap to run. Once the marketer has
informed the c______________ about the product they then try to persuade
them to buy it. This means that they try to convince them they want the
p_____________ so they will then buy it. An advertiser or marketer does this
by using descriptive language, (e.g. “great, new, innovative, life-saver”)
commands, (e.g. “go on try it, buy it today”) or special offers. Advertisers also
use p____________ or images to convince people to buy their product. For
example, pictures of b____________ women wearing make-up , make women
b____________ by buying that make-up they too can look beautiful.
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Front page
National &
International news
Local news
Feature articles
Television & radio
program guides
Reviews
Weather report
Comic strips
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Classified
advertisements
Sport
Environmental
news
Social issues
Opinions page
Obituaries
Finance
Travel & Tourism
Etc.
The problem with the media
The problem with the media is that they choose what they want to
inform us about. The media also choses the way they want to convey this
story.
This leads many to raise the question; WHAT IS NEWS WORTHY?
Why is it that some events are reported on while other events are
ignored? What are the motives behind presenting the stories that we
read?
Bias: A preference or an inclination, especially one that
inhibits impartial judgment.
Bias can exist in all forms of writing as it is often impossible to write an
impartial piece of writing. A bias can be based on personal experiences
or beliefs. Sometimes a particular publication or network has a particular
bias that colours the views expressed.
Who is Our media?
Media ownership in Australia is distributed between commercial, national
public broadcasters and not-for-profit community broadcasters. Australian
media ownership has been described as one of the most concentrated in
the world. For example, 11 of the 12 capital city daily papers are owned by
either Rupert Murdoch's News Corporation or by John Fairfax Holdings.
The Australian Government legislated specific controls over the ownership of
broadcasting on television and radio in the Broadcasting Services Act 1992.
These effectively prohibit ownership of more than one television station or two
radio stations in a given market. The Commonwealth's legislative reach over
print media ownership is largely limited to general competition law such as the
Trade Practices Act 1974.
Don’t believe everything you read
(or see for that matter!)
While it is the media’s job to report news to us it is important to remember
that they have their own motives.
• Sensationalism- Presenting stories that are overly dramatic or aimed at
stirring up an emotional response in the responder. A sensational story
will attract more readers/ viewers etc. (after all the media is a
business)
• Politics- The politics of the owner of a network or newspaper often
plays an important role and the ‘news’ they report and the way in
which they report it.
• Advertisers- the media answers to those who advertise on their
network or publication. Advertisers do not want to alienate the people
who buy their products.
So what about the internet?
The internet has created a whole new world. People now have the
opportunity to share their own news, videos and photos. We now
have the opportunity to see some different perspectives. But
beware! It is still not safe to believe everything you read or see!
Techniques Used
Hyperbole: dramatic over exaggeration
Emotive language: language that is used to evoke a emotional
response in the reader.
Persuasive language: language that is used to persuade a responder
to agree with the composers point of view.
Colloquial language: modern day language that is used to relate to a
particular target audience
Juxtaposition: When two view points, images etc. are placed side by
side for the purpose of comparison.
Imperative: Language that directs the responder to do something (you
must)
Quotations: are used to add credence to a news story.
Expert Opinion: This makes a news story seem unbiased
Dramatic Images: Sometimes real and some times skilfully edited.
Tone of Voice or facial expression: Used to convey an opinion without
actually saying anything
When the newspaper boy or girl on the
street corner yells ‘Extra extra read all about
it!’ He or she often adds a few additional
words such as ‘Trains stop at midnight! Read
all about it!’ The headlines are designed to
persuade you to buy the newspaper and
‘read all about it!’
 The most important headline in a
newspaper is the one that runs across the
top of the front page of the newspaper,
below the masthead. This is called the
banner headline.
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
Identify
the
banner
headline
in the
following
ad:

The purpose of a banner headline is to
attract attention and to sell newspapers.
Look at the following headlines and note
the methods used to attract the attention
of potential readers.
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1) Killer bees raid parklands
2) Cyclone moves south
3) Boy chases lion
4) Flood creeps towards town
5) Sales break all records
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1. JUST DROPPING INTO THE OFFICE DEAR
This headline, together with the photo of the parachutists jumping
from the plane (previous slide) would undoubtedly sell newspapers.
Why?
2. TOWN’S 10PM CURFEW FOR TEENS
This headline presents a fact. Why would such a fact be of interest
to the general public?
3. WATER ON THE BRAIN CURED WITH TAP
ON HEAD
Explain how this headline contains a humorous double meaning.
4. HUGE LOTTERY WIN FOR STRUGGLING FAMILY
In what way is strong human interest present in this headline?
5. WHIRLWIND LEAPS TOWN
How is the whirlwind made to seem human in this headline?
6. VIOLENCE. JUDGE HITS OUT
What do you think is the meaning of this headline?
7. FIRE DANGER WORSENS
How would readers react to this headline?
8. SHARK TERROR SHOCK
Explain why this headline can be classed as ‘sensational.’
9. THE BIG MEN FLY
A dramatic photo is needed to illustrate this sports headline.
Describe the kind of photo you would choose if you were the
sports editor of the newspaper.
10. MAN RECOVERING AFTER FATAL CRASH
Explain what is wrong with this headline.
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Headlines have to grab attention. It is no use having a
headline with twenty or thirty words in it because most
people will not read it all. Headlines are best when they are
short, forceful and to the point.
Read the long-winded headlines below and then see
whether you can reduce each of them to some attentiongrabbing statement. If you can make it funny, even better!
1- A spokesman at Buckingham Palace said yesterday that
the Queen was recovering quickly after giving birth to
sextuplets on Tuesday.
2- A woman nearly drowned yesterday after driving straight
through the back of her garage into a swimming pool.
3- A man was released on a good behaviour bond after
pleading guilty to assaulting his wife and causing grievous
bodily harm. He claimed he thought she was a burglar.
4- Two students who assaulted a teacher were put on a six
months detention detention at Goulburn jail.
5- Two men were caught trying to rob a bank after being
injured by the dynamite they used to blow up the bank
vault.
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6- An old man from Sydney was severely injured
when he tried to light his pipe with a handful of
dynamite.
7- Police have discovered the killer of a man
shot in the back. It happened to be the dog he
took on his hunting trips with him and which had
accidentally stepped on the trigger of a loaded
gun placed in the back of the car when the
victim was driving.
8- A crowd got out of hand at a concert on
Saturday night and invaded the stage which
collapsed under the weight of about a thousand
rock fans.
9- A woman’s husband crept under her bed
every night and made cat-fighting noises was
granted a divorce on the grounds of mental
cruelty.
http://www.dailytelegraph.com.au/news/racism-links-to-aussie-car-flags/story-e6freuy9-1226251927222
Sensationalism?
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Watch the following episode of Frontline,
‘Playing the Ego Card.’
PART 1http://www.youtube.com/watch?v=a4C8rsjlyA8
 PART 2http://www.youtube.com/watch?v=3OOnMKzuxh0
 PART 3http://www.youtube.com/watch?v=2zcZ4Z8Y4k0
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Discuss how and why the news report has been
sensationalised?
Look at a variety of speaking delivery techniques and
how they are used by the reporter.
What catches your eye when you first pick up a newspaper? Is it the
headlines? It is a well-known fact that many people are tempted to buy a
newspaper when they read the headlines. Often these are deliberately
written in a sensational way to encourage the public to buy the newspaper.
1) Read the following headline and discuss what it is implying:
 TEACHER STABS STUDENT
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2) Now read the whole article.
TEACHER STABS STUDENT
Year three teacher at Simpson Range Primary School, Ms Alison Harvey,
was tripped over in class on Wednesday by an unruly female student.
When she fell, Ms Harvey accidentally stabbed another student with the nib
of a pen she had in her hand.

Do you think it was a case of sensationalism? Why?
3) Write your own articles for the following sensational headlines.
 WOMAN SIGHTS BRIGHT OBJECT IN SKY
 PRIME MINISTER IN SHOOTING INCIDENT
An interview is a
conversation
between two or
more people
where questions
are asked by
the interviewer
and answered
by the
interviewee.
Person A- ...................................?
Person B- ______________________
Person A- ...................................?
Person B- ______________________
Open-ended questions encourage your
interviewee to elaborate on a point as
opposed to providing a yes or no
answer.
Topic: Interview with Mike
Moore on sensationalism in
the media.
Activity: Using the
example provided and
the scaffold, construct
your own interview on the
topic above.
Edit Checklist: Once you
have finished, swap your
work with the person next
to you and edit it using
the editing checklist. You
are looking for things like
spelling, grammar,
punctuation, etc.

Arrange the various features of the front page of a
newspaper into an appropriate layout. Reflect on why
you have chosen to arrange them in this manner.
Headline
Photograph
Photographer
Date
Price
By-Line
Masthead
Caption
Graphic
A 362-kilo (57 stone) man- too heavy to move himself
from his specially built bed was evicted from his
dilapidated bungalow in Wesley Hills, New York, this
week.
It was no ordinary eviction. A forklift was used to
place Michael Edelman, 24, on a flat bed lorry for a trip
to the hospital.
He will stay there until a flat is found that can be
renovated to accommodate him. He cannot squeeze
through an ordinary doorway.
Mr Edelman had lived in the Bungalow for two
years with his 170-kilo mother Arlene.
He first came to public attention in December
where he fell out of his bed and had to be lifted up by a
tow-truck.
1.
2.
3.
4.
5.
6.
7.
8.
The item consists of a photograph, a headline and five sections or
paragraphs of description and comment.
Notice how the photograph has been angled to show the immense
size of the man. This prepares us for the startling headline and story.
The first paragraph sets the scene for the unusual story that is to follow.
What sad fact is revealed here?
The second paragraph tells us what was extraordinary about the
removal of the over-weight man from his bungalow. What
extraordinary facts are presented in this paragraph?
The third paragraph carries the story a step further and also brings to
light another strange fact about the man’s existence. What is this
strange fact?
The fourth paragraph gives us a glimpse of the man’s past life. How is
this done?
The final paragraph produces one more instance of the great
difficulties of the man’s life. What is this instance?
Having read this news item, are you satisfied with the way the news
story has dealt with the overweight man’s problems. If you were a
reporter covering this story, what other aspects of the man’s life might
have interested you?
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
Deconstruct a
newspaper
article of your
choice by
identifying the
six key
components:
who, what,
where, when,
why and how?
Using this
knowledge
write your own
front page news
report.
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Where did
the incident
take place?

What
happened?
How has
the
incident
been dealt
with?
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Why did it
happen?
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Who is
involved?
When did the
incident
occur?
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Interpreting the News
Audience interpretation of news messages is a crucial intermediate step between exposure
to and effects of the news.
In today’s democracy, knowledge of political and public affairs are seen as central to the
empowerment of citizens. (Knowledge = power/confidence)
However, most of our knowledge is second hand and acquired by the mass media. The news
media is a powerful way to manipulate and persuade public opinion and knowledge.
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What is objective news?
News that is uninfluenced by emotions or personal prejudices. The news is neutral, bias free
and factual.
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What is subjective news?
News that is based on personal attitudes, beliefs and opinions as opposed to evidence. This
news is full of biased information intended to manipulate and persuade the viewer/listener.
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What is bias?
One-sided argument that does not present both sides of a story.
News reports are
found in newspapers
and their purpose is to
inform readers of
what is happening in
the world around
them.
Topic: Refer to the visual stimulus.
http://www.youtube.com/watc
h?v=sOyvCqnwPRA
Activity: Using the example news
report provided and the
scaffold, construct your own
persuasive feature article on the
topic above.
Edit Checklist: Once you have
finished, swap your work with the
person next to you and edit it
using the editing checklist. You
are looking for things like
spelling, grammar, punctuation,
etc.
Photographs place an important role in attracting,
and keeping, a reader and in providing information.
 Newspaper photographs can be provided into 3 basic
categories:
1) Picture Stories- the picture tells its own story and
therefore needs very little text. Picture stories are
often found in the first five pages of a newspaper and
are usually happy, human-interest stories. The photo
needs to be very good and contain a lot of detail
and information.
2) Picture which accompanies a story but needs the
text.
3) Headshots. These photographs contain only the
person’s head. Often the person is a source for the
story.
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Generate captions for the photographs below:
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Mini-deconstruction- Select one photograph. Explain why the
image is effective in conveying meaning.

Find a headshot photograph in the
newspaper. Write a brief description of
what you think this person would be like.
Include occupation, personal
characteristics, etc.
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Listen to a television news program
without watching the screen. Could you
still understand the television reports?
Why/Why not?
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Use a photograph or a picture
from a magazine and write your
own newspaper article to match
the picture.
Select an article with a
photograph from a newspaper, then answer
the following questions:
1- What attracted you to this photograph?
2- How does the photograph make you feel?
3- What information just the caption give
you?
4- How is the photograph related to the news
article?
A written
account of
connected
events; a
story.
Orientation- who, what, where,
when, why
Complication- a problem arises
Resolution- the problem is
resolved
Refer to your
NPLAN
Preparation
booklet for an
example
narrative 
Activity:
Use the visual stimulus
provided as the basis
of a piece of creative
writing.
Edit Checklist: Once
you have finished, swap
your work with the
person next to you and
edit it using the editing
checklist. You are
looking for things like
spelling, grammar,
punctuation, etc.
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Write down all of the different ways we can
communicate (both verbal and non-verbal)
Define ‘communicate’

What is the difference between verbal and
non-verbal communication?

Why is it important to be able to communicate
with other individuals and groups?

In pairs communicate a message to your partner using
non-verbal methods (e.g. hand gestures/facial
expression/body language etc.)

Write down the message you will try to communicate nonverbally:
____________________________________________________

Did your partner understand you? Why/why not?
____________________________________________________

Now it’s your partner’s turn. Have them communicate a
message to you non-verbally.

What do you think they are trying to say?
________________________________________________________

What were they actually trying to say?
________________________________________________________
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Intonation
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Inflection
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Articulation
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Pause
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Volume
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Pace
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Tone/Mood
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Register
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A variety of language typically used in a
specific type of communicative setting: an
informal register; the register of scientific
discourse.
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The pattern or melody of pitch changes in
connected speech, especially the pitch
pattern of a sentence, which distinguishes
kinds of sentences or speakers of different
language cultures.
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The atmosphere created by voice
expression
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Alteration in pitch or tone of the voice.
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The speed at which one speaks
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A temporary stop or rest, especially in
speech or action
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The degree of sound intensity or audibility;
loudness
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The act of vocal expression; utterance or
enunciation
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Facial expression
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Eye contact
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Hand gestures
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A symbolic gesture made with the hand
or fingers, e.g. peace (index finger and
middle finger) or thumbs up.
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The way a person stands; standing
posture, with special
reference to placement of the feet.
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The feelings expressed on a person's
face; "a sad expression"; a gesture
executed with the facial muscles

Something that you look at that
complements a lesson to help you
understand something or remember
information.

Something which indicates something
or stands for something else.

Direct visual contact with another's eyes
Stance
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Sign/Symbol
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Visual Aids
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See if you can communicate a message to a partner using one
of the following methods:
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Watch the episode on YouTube
Complete the following table. You might like to
think about facial expressions, colour, music, body
language, signs/symbols, the use of shadow, film
techniques which all assist in creating meaning
and context for the program.
Description of non-verbal
communication
What is communicated?
A formal
address or
discourse
delivered to
an audience.
In the Introduction, you state the topic of your
speech. You tell the audience the main points of
your speech. In other words, you say what you
are going to speak about.
In the Body, you speak about each point in
detail. For each point you must give the
audience some evidence or information that will
help explain and support each point. The Body is
the longest of the three parts.
In the Conclusion, you should summarise the
main points of your speech, and emphasise what
you want the audience to remember.
http://www.whitehouse.gov/blog/2010/10/21/president-obama-it-gets-better
Topic: Personal choice
Activity: Using the example
speech provided and the
scaffold, construct your
own persuasive speech on
the topic above. Write a
response to persuade the
reader to agree with your
point of view.
Edit Checklist: Once you
have finished, swap your
work with the person next
to you and edit it using the
editing checklist. You are
looking for things like
spelling, grammar,
punctuation, etc.

Watch the following episode from The 7pm Project
‘Oprah in Melbourne’ and analyse the use of
verbal and non-verbal communication techniques.
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http://www.youtube.com/watch?v=TpkSpwlZm-4
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Examine the use of subjectivity, subjectivity and
bias in the news.
An editorial is an
opinion piece. It
is a persuasive
text where an
editor presents
and justifies their
opinion on a
particular issue.
Imagine a parent, a child or two in the car with him, rocketing down the highway, taking a few
slugs from a bottle of Jack Daniel’s as he goes.
It’s unthinkable, really. It’s a picture from a horror film, a graphic lesson in how not to be a
parent.
No one in his right mind would risk his children’s lives by behaving in such a foolhardy and
dangerous way. To say nothing of setting an astonishingly foul example.
So why then do people routinely careen down the road, the kids in the car, with their eyes fixed
on their smart phones, sending and receiving text messages as though they were relaxing in the
recliner at home?
Because the message might be important, right? It could be the boss. Or a change in dinner
plans. Or fan mail from some flounder.
And so drivers routinely reach for the phone to take a look, taking their eyes off the road. It’s
dangerous, foolhardy in the extreme – and has got to stop.
Not only does texting while driving put the driver, his passengers and others on the road at risk,
there’s new evidence showing that kids whose parents text while driving are more likely to do
the same once they are behind the wheel themselves.
Text as I say and not as I text?
Everyone has seen drivers whose attention is clearly not on the road as they focus on their
phone. They weave across the dividing line. They go too slow, then too fast, fail to brake until
the last second. It’s terrible. And terribly dangerous. And when these people are doing it with
their kids in the car, it is unconscionable.
Texting motorists with kids who observe their wayward ways are unconsciously training a new
generation of badly behaved and dangerous drivers.
Topic: Oprah in
Melbourne
Activity: Using the
example editorial
provided and the
scaffold, construct your
own persuasive editorial
on the topic above.
Edit Checklist: Once you
have finished, swap
your work with the
person next to you and
edit it using the editing
checklist. You are
looking for things like
spelling, grammar,
punctuation, etc.
1) Debate the benefits of social media.
Two teams:
Affirmative vs. Negative
2) Conduct a mini-deconstruction of the
visual techniques used in the cartoon and
how they convey meaning.
Design an anti-litter
poster for your
school news letter .
 When designing
your poster take
into consideration
the principles of
A.I.D.A. (Attention,
Interest, Desire,
Action)

A letter to the
editor is a letter
sent to a
publication
about issues of
concern from its
readers.
Dear Editor:
I would personally like to thank Jeremy Rifkin for his earthshaking findings published in “A Change of Heart about Animals”.
Without Rifkin’s article, I never would have realized that animals can
experience pain, suffering, and affection (2). The global community is
truly indebted to Rifkin for proving, for the first time ever, that animals
are actually living, breathing creatures—a truly groundbreaking
scientific achievement, no doubt. The truth is: Rifkin has proven nothing
new and merely demonstrated the barefaced hypocrisy of the animal
rights movement.
The “discovery” that animals can experience simple emotions like pain
and fear does not justify the adoption of laws protecting animals from
lab experiments or human consumption (16). Would a starving lion
restrain itself before savagely slaughtering an innocent child for food?
Why should humans treat animals any more humanitarianly than they
treat us? Since the beginning of time, animals have killed and
consumed other animals as part of the natural course of nature. If, as
Rifkin argues, humans and animals should be equal, then humans
should have as equal a right to participate in the “survival of the fittest”
game as any animal does (17). To pass a law restricting the human
consumption of animals would damn the human race to extinction.
Rifkin’s bigotry and hypocrisy doesn’t stop here.
Rifkin’s arguments against animal experimentation are supported by
scientific studies conducted through the very same animal
experimentation! From the laboratory crows (7) to the freak-show
gorilla (8), to the imprisoned orangutan (10), Rifkin seems to support
animal abuse only when he benefits from it. The same can be said
about animal rights activists in general.
Ingrid Newkirk, the President of People for the Ethical Treatment of
Animals (PETA), once told Vogue magazine: “Even if animal research
resulted in a cure for AIDS, we’d be against it” (CCF 1). Would Rifkin
condemn life-saving treatments for diseases like diabetes (insulin) and
breast cancer (chemotherapy, radiation, and stem cell transplants),
all of which were first tested on animals? No doubt. Yet, I am willing to
bet that if Rifkin’s own son or daughter was stricken with one or more
of these diseases, he would not equate a human life with that of a
barnyard pig’s so quickly.
Rifkin wishes to sacrifice countless scientific achievements and
millions of human lives in order to save the lives of a few insignificant
animals—unless of course he could benefit more by the animals’
deaths.
Topic: Littering
Activity: Using the example
provided and the scaffold,
construct your own
persuasive letter to the editor
on the topic above.
Edit Checklist: Once you
have finished, swap your work
with the person next to you
and edit it using the editing
checklist. You are looking for
things like spelling, grammar,
punctuation, etc.

As a class create an anti-bullying campaign in
a variety of mediums. Each group is
responsible for exploring their medium and
producing an effective news
report/advertisement.

Group #1- Persuasive news or magazine
report.
Group #2- News editorial or feature article.
Group #3- Web page.
Group #4- Television Ad.
Group #5- Radio Ad.
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A persuasive
essay is a short
piece of writing
on a particular
subject that
attempts to
convince the
reader the
composer is
correct.
Refer to the persuasive
essay in your NAPLAN
PREPARATION Booklet 
Topic: Bullying
Activity: Using the example
essay provided and the
scaffold, construct your
own persuasive essay on
the topic above. Write a
response to persuade the
reader to agree with your
point of view.
Edit Checklist: Once you
have finished, swap your
work with the person next
to you and edit it using the
editing checklist. You are
looking for things like
spelling, grammar,
punctuation, etc.

Sample
Paper #1
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Spelling
Grammar
Punctuation
Reading
Writing
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Multiple
choice
 Short
answers
 Extended
response
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Sample
Paper #2
Spelling
Grammar
Punctuation
Reading
Writing
Multiple
choice
Short answers
Extended
response
In groups of 2-3 students are to generate
one page for their class newspaper.
Select from the list below:
 Front page; school events; local news;
book review; television guide;
advertisement; comic strip page; puzzle
page; sport page; weather page; world
news; environmental news; social issues;
opinion page; obituaries.
 Students are to edit their own and others
work prior to publishing.

Part A: Speech on cultural or
environmental sustainability.
 Part B: Front page news report to
accompany speech.

Five topics to choose from:
 1- Save the world
 2- Put a stop to racism
 3- Embrace a multicultural Australia
 4- Sustain life on Earth
 5- Technology saves lives
