MITCHELL CLARK (UNIVERSITY RESEARCHER)

AN INTEGRATED SKILLS TELEVISION / ONLINE ADVERTISING PROJECT : LANGUAGE LEARNING

This presentation will focus on a television / online advertising project for university pathway program students at a leading Australian university. The project was the primary focus during an intensive program and involved an integrated skills approach. Students reviewed an advertisement as a member of a consumer focus group for an advertising agency. First, the advertisement was analysed based on divergence measures in a creativity in advertising model designed by Smith, MacKenzie, Yang, Buchholz and Darley (2007). Second, a hierarchy of effects model developed by Smith, Chen and Yang (2008) was utilised to predict consumer responses. Students were exposed to a range of academic texts and lectures related to advertising. Assessment tasks included a 1200 word report and a presentation. A selection of creative advertisements will be shown during the session. Audience members are encouraged to interact and share experiences with language learning projects.

Mitchell is a Language Teacher at a leading Australian university. Teaching. He has a Diploma in Education and a Master of Education in TESOL from The University of Sydney. Mitchell has substantial TESOL experience in Japan and Australia. His special interests include speaking proficiency and intercultural communication.