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Holiday Consumerism: Needs vs. Wants

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Lesson Plan

Critical Look at Holiday Ads

Students will be able to identify persuasive techniques used in holiday advertising, distinguish between needs and wants, and evaluate the environmental and social impact of consumer choices during the holiday season.

Understanding holiday consumerism helps students become more critical consumers, make informed decisions, and consider the broader impact of their purchasing habits on society and the environment.

Audience

7th Grade Students

Time

45 minutes

Approach

Through a slide deck, ad analysis worksheet, and group discussion, students will explore consumerism.

Materials

Unwrapping Holiday Marketing, Ad Analysis Worksheet, and Ethical Shopping Choices

Prep

Teacher Preparation

15 minutes

Step 1

Introduction: What's the Hype?

5 minutes

  • Begin by asking students what they notice about advertisements during the holiday season. Use the first few slides of Unwrapping Holiday Marketing to set the stage.

Step 2

Unwrapping Holiday Marketing

15 minutes

  • Present the Unwrapping Holiday Marketing slide deck. Discuss different marketing techniques and the difference between needs and wants, prompting student responses throughout.

Step 3

Ad Analysis Workshop

15 minutes

  • Distribute the Ad Analysis Worksheet. Have students work individually or in pairs to analyze provided holiday advertisements (or ads they recall).
    * Circulate to provide support and answer questions.

Step 4

Ethical Shopping Choices Discussion

10 minutes

  • Facilitate a class discussion using the prompts from Ethical Shopping Choices. Encourage students to share their insights from the worksheet and consider the broader implications of holiday consumerism.
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Slide Deck

Unwrapping Holiday Marketing

Let's talk about all those holiday ads!

Welcome students and introduce the topic of holiday ads. Ask them what comes to mind when they think about advertising around the holidays. Encourage initial thoughts and observations.

What is Consumerism?

  • The idea that buying and owning things is good for us and the economy.
  • During holidays, it often means buying gifts, decorations, and food.

Ask students what 'consumerism' means to them. Guide them towards understanding it as a focus on acquiring goods and services. Discuss why this might be more prevalent during the holidays.

Marketing Magic

  • Emotional Appeal: Making you feel happy, loving, or excited.
  • Scarcity: "Limited stock! Buy now!"
  • Urgency: "Sale ends soon!"
  • Bandwagon: "Everyone is getting one!"
  • Celebrity Endorsement: A famous person using a product.

Explain different marketing strategies. Show examples of holiday ads and ask students to identify the techniques being used. (e.g., emotional appeal, limited-time offers, celebrity endorsements).

Needs vs. Wants

  • Needs: Things essential for survival (food, shelter, clothing).
  • Wants: Things we desire but aren't essential (new video games, trendy clothes, expensive gadgets).
  • Holiday ads often blur the lines!

Lead a discussion on needs vs. wants, especially in the context of gifts. Ask students to give examples of things they 'need' versus things they 'want' during the holidays. Emphasize that there's a difference and it's okay to want things, but it's important to recognize the difference.

Beyond the Sale

  • Think about where products come from.
  • Who made them? Under what conditions?
  • What happens to packaging and old items?
  • Can our choices make a difference?

Introduce the idea of ethical consumerism. Prompt students to think about how their choices impact others and the planet. This sets up the discussion and worksheet.

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Worksheet

Ad Analysis Worksheet: Unwrapping Holiday Messages

Instructions: Choose 1-2 holiday advertisements (either from your memory, a magazine, or one provided by your teacher) to analyze. Answer the questions below for each ad.

Advertisement 1:

What product or service is being advertised?



What emotions does the ad try to make you feel? (e.g., happiness, excitement, nostalgia)



What marketing techniques did you identify? (Check all that apply and provide an example from the ad for each):

  • Emotional Appeal (Example:

    )
  • Scarcity/Urgency (Example:

    )
  • Bandwagon (Example:

    )
  • Celebrity Endorsement (Example:

    )
  • Other (Please describe:

    )






Do you think this ad promotes a 'need' or a 'want'? Explain your reasoning.






Who do you think is the target audience for this ad? How does the ad appeal to them?






What message is the ad sending about the holidays, beyond just buying the product?











Advertisement 2 (Optional):

What product or service is being advertised?



What emotions does the ad try to make you feel? (e.g., happiness, excitement, nostalgia)



What marketing techniques did you identify? (Check all that apply and provide an example from the ad for each):

  • Emotional Appeal (Example:

    )
  • Scarcity/Urgency (Example:

    )
  • Bandwagon (Example:

    )
  • Celebrity Endorsement (Example:

    )
  • Other (Please describe:

    )






Do you think this ad promotes a 'need' or a 'want'? Explain your reasoning.






Who do you think is the target audience for this ad? How does the ad appeal to them?






What message is the ad sending about the holidays, beyond just buying the product?











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Discussion

Ethical Shopping Choices: A Holiday Discussion

Instructions: Participate in a class discussion based on the following prompts. Be ready to share your thoughts and listen respectfully to your classmates.

Discussion Prompts:

  1. Thinking about 'Needs vs. Wants': Based on your ad analysis and our discussion, how easy or difficult is it to distinguish between a 'need' and a 'want' during the holiday season? Why do you think that is?





  2. The Power of Advertising: How do you think holiday advertisements influence people's spending habits? Can you think of a time when an ad successfully convinced you or someone you know to buy something you didn't necessarily need?





  3. Beyond the Purchase: When we buy gifts or other holiday items, what are some of the hidden impacts we might not always think about? Consider things like: where did the item come from, who made it, and what happens to the packaging or the item itself after the holidays?










  4. Making Mindful Choices: What are some ways we can be more mindful consumers during the holiday season? What does it mean to make

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Holiday Consumerism: Needs vs. Wants • Lenny Learning