Lesson Plan based on the commercial “Levi’s - Freedom to Move”

И.В. Палаева

БГПУ, Благовещенск

Students: The lesson is designed for students of senior classes of several types: students of the Philological Faculties (like future teachers of the English language, interpreters, and philologists). Students of the International Faculties (like future American studies specialists, International politics specialists). Students of the Economic Faculties (like future advertising specialists, marketing specialists and world economists).

Time: 1 session (45 minutes)

Videos: The commercial titled LEVI'S - FREEDOM TO MOVE (Levi’s Odyssey) was done for LEVI'S JEANS (LEVI STRAUSS & CO. company). It was released in June 2002. Its duration is 30 sec. The parody on the commercial titled LEVI'S - FREEDOM TO MOVE (Levi’s Odyssey). Its duration is 30 sec.

Values: Freedom, winning (explicit); individuality, part of a group, belonging, inspiration (implicit).

Cultural objectives: to understand the cultural difference in the concepts FREEDOM and СВОБОДА in American and Russian cultures to avoid cultural bumps.

Language objectives: to enlarge their vocabulary with new adjectives describing emotions; to know synonyms of the word FREEDOM; to be able to explain the distinctions between synonyms of the word FREEDOM.

Professional skills objectives for ad, PR and marketing students: to understand the impact of music when creating TV advertisements.

Pre-viewing

Exercise 1.

Listen to the orchestrated version of Handel's 'Sarabande' (by the way, sarabande is an old Hispanic dance known from the XVI century, its genre features are slow tempo, definitely measured rhythm and ceremonial mournful character).

When listening to Handel's ‘Sarabande’ please observe attentively your own feelings and emotions arising inside of you. Describe them with adjectives from the box. Feel free to write them down. Compare your feelings and emotions with other students and with the people of the site http://filolife.ru/wisdom/13.html. Think over the title(s) you can suggest for this music.

My feelings and emotions: __________________________________________________________

I find the commercial:

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tense relaxed happy sad optimistic pessimistic aggressive driving crazy funny dull intriguing sorry

The title(s) of this music might be:____________________________________________________.

While viewing

Exercise 1.

View the commercial titled LEVI'S - FREEDOM TO MOVE (Levi’s Odyssey). While viewing compare how your own feelings and emotions change, write down your observations: ________________________________________________________________________________

Exercise 2.

Think over the role of music in creating commercials. View the commercial without music. Describe your impression. Give your own examples when music changes the whole impression of a film or a commercial.

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