Está en la página 1de 19

Viewing the History of Medicine Through Boots

Advertisements

By: Collin Andersen and Joseph Smith

**Collin and I had selected nearly 50 advertisements from Boots, however because
of document size, these advertisments were not able to be imported.

1
Table of Contents

Lesson Overview Page 3

Scaffold Description Pages 4-5

Scaffold Analysis Guide Pages 6-7

Main Activity Description Page 8

Main Activity Supplemental Worksheets Pages 9-

Closing Activity Description Page 18

Closing Activity Worksheet Page 19

2
Activity: History of Medicine during the 20th Century through Boots Advertisements

Timing: Following our suggestions this activity should take two full class periods to complete.
This is subject to change based on your scheme of work and classroom requirements.

GCSE Alignment: How does this lesson fit into the GCSE coursework?
❖ This lesson supports some of the key skills and concepts promoted in the GCSE History
of Medicine course work such as recognizing change and continuity and source analysis.
These skills are directly transferable and highly beneficial for student success on the
GCSE exams.

Enquiry: How do advertisements reflect the trends of 20th century medicine?

Aims:
❖ Gain an understanding of how advertisements can be used as evidence to find out about
English society across the 20th century
❖ Use advertisements to track trends in the history of medicine
❖ Produce an advertisement in the modern era of medicine based on knowledge from the
activity
❖ Enhance skills in analyzing image based sources

Resources:
● Access to a projector/SmartBoard
● Printed resources including the selected advertisements and the recommended analysis
guides
● Recommend Advertisements for scaffold:
○ Ad 1: https://www.youtube.com/watch?v=FTXCR5alGc4
(Mr. Potato head - Bridgestone commercial)
○ Ad 2: https://www.youtube.com/watch?v=G6u10YPk_34
(Audi - “Daughter”)

3
Class Structure: It’s highly suggested that the following activities be done in groups of three.
This is dependent on your individual classroom needs
Starter: Scaffolding Advertisement Analysis (**This activity is best paired with our provided
supplemental worksheet and the pre-prescribed video advertisements**)
● Discuss with pupils the purpose of marketing:
○ Lead onto pupils inferring that advertisers are playing to public interest in order to
sell their goods
■ Ask questions such as: What are the main goals of TV advertisements?,
What makes an advertisement memorable?, Has an advertisement ever
influenced you?
● Explain the starter task in its entirety; this will give pupils clarity and guide their thought
about the task:
○ Pupils will view two television advertisements (Ad:1 from 2009, Ad: 2 from
2017) regarding perceptions of women. Pupils will be tasked with analyzing the
advertisements for both their content and message. They will make claims about
how the advertisements demonstrate societal change over time
● Part 1: Observations
○ Show pupils Ad:1 on projector
○ Discuss with pupils what they observed about the message and contents of the
advertisement immediately after playing it
■ Suggested questions to provoke thought about the advertisements:
● What do pupils literally see in the advertisement?
● What was being said?
● What do the events/objects/dialogue symbolize?
○ Repeat the process for Ad: 2
● Part 2: Analysis
○ Revisit the advertisements before having pupils conduct the analysis by showing
Ad:1 and Ad: 2 consecutively
○ Allow students an appropriate amount of time to finish the analysis portion of the
worksheet in their groups
○ End with a discussion surrounding the analysis of the advertisements. Pupils
should come to the conclusion that there was a significant change in progressive

4
thought from the first to the second advertisement and back up their claims with
evidence from the ads.
■ Suggested questions to provoke thought about the advertisements:
● How would a female react to viewing the advertisements?
● What were the differences in the depiction of the female
characters?
● What were key differences between the males in the
advertisements?
● Transition to the main activity:
○ Ensure the students understand that the main point of the scaffolding activity was
to practice the skills necessary for analyzing advertisements, the transition should
make it clear that they will move on to look at image based advertisements from
Boots UK Limited spanning the 20th century that relate to British society and
History of medicine

Alternatives:

● This activity could be used with ads from the list of Boots resources
● Different television ads could be chosen for this activity
● The ads could also be used with your own activity and scheme of questions to develop
pupil’s advertisement analysis skills before the main activity

5
Name: ________________________________________
Date: ____________________

Television Advertisement Question Sheet

Directions: You will be watching two different television ads, one from 2009 and one from 2017.
While watching the advertisement bullet-point “ • “ your answers to the following question.

“Mr and Mrs Potato Head” Bridgestone Tires

1) What do you see in this advertisement? (Think: Who is in it, what is happening, what is being
said)

“Daughter” Audi

1) What do you see in this advertisement? (Think: Who is in it, what is happening, what is being
said)

Directions: After watching both ads respond to the following questions in complete sentences.

“Mr and Mrs Potato Head” Bridgestone Tires

2) How does this advertisement portray women?

6
3) What does this advertisement tell you about the audience it was intended for?

“Daughter” Audi

2) How does this advertisement portray women?

3) What does this advertisement tell you about the audience it was intended for?

7
Main Activity: Advertisement Analysis (**This activity is best paired with our provided
supplemental worksheet and the pre-prescribed video advertisements**)

● Pupils should remain in their groups from the scaffold to optimize the outcomes of this
activity. This activity is based on four key themes in the History of Medicine. These
themes include: Wealth/Affordability, Science, Safety and Views on Public Health.
Pupils will be analyzing the ads through the lens of these themes. Assign each group one
of the themes.

Teacher Memo:
Depending on where you are using this lesson in your scheme of work, this would
be the ideal time to give your pupils a brief context about the history of medicine in the
20th century.

● Distribute the information sheet explaining the four major themes of the activity and give
pupils a verbal description of the themes
● Distribute the provided analysis guide and the advertisements to the groups and read the
directions to the class. For the activity, one advertisement per pupil is recommended,
however this can be altered based on your classroom requirements.
● Allow pupils an appropriate amount of time to complete the activity. Be sure to check in
with the groups periodically to keep work and small group discussion on the right track.
● At the end of the activity ask pupils to write as a group and share out the trends they
observed within their themes to class. Pupils should be asked to support their statements
with direct evidence from their analysis.
● Transition to the closing activity:
○ Now that students have the skill of advertisement analysis, they will be asked to
create their own advertisement regarding medicine in the 21st century.

Alternatives:
● Any ads from the resource list, as well as other advertisements from Boots UK
Limited, that may not be provided on the list that you believe make sense within
the themes

8
Themes of Public Health in the 20th Century
Safety: This theme looks at how people feel about their personal safety, the
safety of the health products they buy, and the people and places they buy
those products from.

Perceptions of Health: This theme looks at the ways in which the public is
informed about health issues and medicine, as well as how much the public
cares about their own health.

Scientific Developments: This theme looks at innovations or progress in the


technology and technique of medicine and medical procedure.

Wealth and Affordability: This theme looks at how economy and social
class affect access to medicine and health products.
---------------------------------------------------------------------------------------
Themes of Public Health in the 20th Century
Safety: This theme looks at how people feel about their personal safety, the
safety of the health products they buy, and the people and places they buy
those products from.

Perceptions of Health: This theme looks at the ways in which the public is
informed about health issues and medicine, as well as how much the public
cares about their own health.

Scientific Developments: This theme looks at innovations or progress in the


technology and technique of medicine and medical procedure.

Wealth and Affordability: This theme looks at how economy and social
class affect access to medicine and health products.

9
Name: _____________________________________________________
Date: _____________________

Boots Advertisement Analysis (Safety)


Directions: You will be looking at one advertisement from Boot’s UK Limited. While looking at
the advertisement fill in one row of the chart below. Your whole group should share their
individual findings to complete the chart.

Description of ad: Message:

Directions: Use your group’s set of advertisements to answer each of the following questions as
a team. Write your answers in complete sentences!

1) What do your adverts prove that people care about when buying medicine and health care
products? Use evidence from your adverts!

10
2) How do the ads prove that these products are of high quality standards? Use evidence
from your adverts!

3) What do the ads show about the changing meaning of safety over time? Use evidence
from the ads!

4) What trends (changes and/or continuities) of 20th century medicine did you observe from
analyzing your ads?

11
Name: ___________________________________________________
Date: ____________________

Boots Advertisement Analysis (Views on Public Health)


Directions: You will be looking at one advertisement from Boot’s UK Limited. While looking at
the advertisement fill in one row of the chart below. Your whole group should share their
individual findings to complete the chart.

Description of ad: Message:

Directions: Use your group’s set of advertisements to answer each of the following questions as
a team. Write your answers in complete sentences!

1) What did the information in these ads teach people about public health at the time? Give
specific examples!

12
2) What do these ads prove about the public's feelings toward health care?

3) Different styles of ads serve different purposes. Who is the audience for your ads and
why does audience matter? Be sure to use evidence from your ads

a) How can this affect the way the public learns about health care?

4) What trends (changes and/or continuities) of 20th century medicine did you observe from
analyzing your ads?

13
Name: _____________________________________________________
Date: _________________________

Boots Advertisement Analysis (Science)


Directions: You will be looking at one advertisement from Boot’s UK Limited. While looking at
the advertisement fill in one row of the chart below. Your whole group should share their
individual findings to complete the chart.

Description of ad: Message:

Directions: Use your group’s set of advertisements to answer each of the following questions as
a team. Write your answers in complete sentences!

1) Think about scientific innovations from the past and present. What do these ads tell you
about the technology available at the time of the ad? Use evidence from your adverts!

14
2) Are the scientifics developments/technologies in your ad still relevant today? Explain
your answer!

3) What do your ads prove about the progression of medical technology? Use evidence from
your adverts!

4) What trends (changes and/or continuities) of 20th century medicine did you observe from
analyzing your ads?

15
Name: _____________________________________________
Date: __________________________

Boots Advertisement Analysis (Wealth and Affordability)

Directions: You will be looking at one advertisement from Boot’s UK Limited. While looking at
the advertisement fill in one row of the chart below. Your whole group should share their
individual findings to complete the chart.

Description of ad: Message:

Directions: Use your group’s set of advertisements to answer each of the following questions as
a team. Write your answers in complete sentences!

1) What does the selling of luxury goods by a pharmaceutical company tell you about the
people shopping at Boots?

16
a) Is this true for everyone in society?

2) What is a key value of people buying medicine and health products? How do the
advertisements prove it?

3) Is it ethical to charge for medical care/services and health products? Explain why!

4) What trends (changes and/or continuities) of 20th century medicine did you observe from
analyzing your ads?

17
Closing Activity: Create your own Advertisement (**This activity is best paired with our
provided supplemental worksheet and the pre-prescribed video advertisements**)

Teacher Memo:
Depending on your intentions for this activity, it can either be done in class or finished at
home. Ideally pupils would be asked to produce a polished product fit for display in the
classroom.

● Distribute the closing activity description to pupils. They can either complete this
assignment in their groups or as individual assessments for the activity. Teachers should
read the description of the activity out loud to class.
○ Assignment clarification and pupils considerations:
■ Would your ad paint an accurate picture of medicine, medical technology,
medical practice or public health in 2017 if it was viewed by pupils 30
years later?
■ Would your advertisement be easy to understand by the masses?
■ Remind pupils that if they had a specific audience in mind (women,
children, working class, etc.), their ad caters to that specific audience
● This activity can either be presented to the class, displayed, or simply collected for
teacher review. This should be graded based on your own classroom requirements and
standards of work.

Alternatives:
● If time and resources allow, this activity could also be done using multi/digital media.
Ex) Television advertisements, radio advertisements, Boots website home page, etc.
● Depending on your classroom needs, pupils can be assigned specific topics/products to
base their advertisements on

18
Create Your Own Advertisement

Directions: Welcome to your new job on the Boots UK Limited marketing team!
Boots is asking you to develop an advertisement for an upcoming product or public
service announcement (PSA). You should create your product ad or PSA within
the context of your theme and it should reflect medicine, medical practice, medical
technology, or public health in 2017. Accompanying your work will be a full
explanation of the imagery and message in your advertisement. While you are
creating the ad or PSA, make sure you keep in mind the audience that you are
trying to reach. Advertisement and write up should be done on separate sheets of
paper.

Your write up should include:


● A general explanation of what is going on in your advertisement
● An explanation tying your advertisement back to your theme
● An explanation of how your advertisement shows changes or continuity in
medicine from the 20th century to the modern era
● An explanation of your specific audience and how you catered to them

19

También podría gustarte