MTV Switch campaign
In this lesson you will study the MTV 'Switch' campaign, which spreads awareness about climate change. The guiding question is: 'How does MTV use different devices to persuade viewers to care about global warming?' The 'devices' that we will explore include the use of camera angle, image, light, sound and copy (commonly referred to as 'text'). As each ad is very different in its approach, you can easily compare and contrast the campaign ads.
As you view the ads, you will want to know what to look for. You can split your class into four groups. Each group will have a series of questions to answer for each film. Each group will focus on a different aspect of the films in an effort to understand how they achieve their aims.
Stylistic devices of film
Just as sentences use words, punctuation and grammar to construct meaning, film uses several devices to construct meaning. Just as there are many different ways to tell a story, there are many ways to film a story.
Break up into four 'expert' groups. Each group will focus on one of the following: 1) the use of camera angle, 2) image and light, 3) sound and 4) copy. Before you view the seven short films on global warming, read the explanations and questions that relate to your expert group. After you view each film, use your expertise to comment on each film. Collectively you should be able to fill in a chart like the one below.
|Use of camera||Image and light||Sound||Copy|
|Sockets and faucets|
|It takes two|
|Save the tree|
|Brad and earth|
MTV Switch campaign
Here are the 7 ads that we will explore. For each ad answer the questions that are asked of your group
Sockets and faucets
It takes two
Save the trees
Brad and earth
Compare and contrast
Now create new groups which are comprised of four unique experts; one from 'camera use', one from 'image and lighting', one from 'sound' and one from 'copy'. Within these new groups select two films for comparison. You can use the following table to organize a group presentation to the rest of the class.
|Film A||Film B|
|Use of camera|
|Image and light|
Further oral activity - Alone or in pairs, you can present a comparison on two of these MTV Switch campaign ads. In such a presentation, explain how the medium of film is used to convey a message to its audience. How do these ads target different or similar audiences using similar or different techniques? You can find a sample of this further oral activity in the assessment section of this Subject Site.