|ACTIVITY II: Avertising Utah Lake
CORE CURRICULUM GOALS:
CTE/Advertising and Promotion/Standard 08.9904-01: Students will understand the concept
of market identification and creativity in the promotional industry.
• Objective 1: Understand the concepts of market and marketing identification.
Social Studies – 4th Grade/Standard 1: Students demonstrate the sequence of change in
Utah over time.
• Objective 2: Trace the development of Utah's culture.
Social Studies – Utah Studies/Standard 5: Students will understand the diverse nature of
Utah’s peoples and cultures.
• Objective 3: Assess the diverse cultural and recreational opportunities available in Utah.
• Examine, assess, and interpret varieties of early twentieth century recreational advertising.
• Identify tools and techniques used by the advertising industry to sell a product or image.
• Apply these tools and techniques to create their own advertisement featuring Utah Lake.
• Overhead transparencies or copies for individual students of the historical newspaper
advertisements from Saratoga Springs Resort, Provona Beach, Geneva Resort, and Provo
• Cardboard, poster board, markers, and scissors
• Create a student handout that includes the guidelines for creating their original
advertisement featuring Utah Lake.
1. Distribute the historical ads to each student or display them on the overhead projector.
2. Divide students into small groups and have them discuss the following questions:
• What themes (slogans) and language is used in the advertisements to attract visitors
to the resorts?
• What are people wearing in the ads? How old are they? Do they look like they are having
fun? Describe the class and race of the people.
• Based on these advertisements what are some of the recreational activities that people
enjoyed at these resorts?
• How do these ads represent a connection that the people had with Utah Lake?
• An advertisement is used to “sell” something to an audience by appealing to their
social values. Some social values might include an appreciation of nature, protecting the
environment, comfort, convenience, new technology, and spending time with families.
What specific examples can you find in the Utah Lake resort ads that try to appeal to
these social values or ideals?
• During the Great Depression economic development slowed down and the resorts around
Utah Lake began to disappear. Why do you think people stopped going to the resorts?
• What kinds of recreational activities are available at Utah Lake today?
3. After the discussion generate a list of features that make advertising effective on the
chalkboard and explain any necessary terms.
4. Create a handout that illustrates the guidelines below to help students as they create
their Utah Lake advertisement:
An advertisement is created with an audience in mind — a group of people to whom they
want to sell the product. The product in this case is Utah Lake. What does Utah Lake have
now or in the future that you would like to “sell”? Some people call Utah Lake dirty. Others
think it is smelly, bug-infested or polluted. However, within those murky waters lives an
endangered fish called a June sucker, and efforts to preserve it just might end up improving
the lake environment for good. Would you like to advertise for a new resort opening up on the
lake? Boat races? Ice skating? Hunting or Fishing? Or would you create an ad that educates
people about the endangered June sucker? When you know what you want to sell you need
to think about who is going to respond to your ad. That specific audience or demographic
group for which an advertising message is designed is called a target audience.
Before designing your own advertisement, use these guidelines as a checklist:
A target audience is the group of individuals to which you will appeal (consider their gender,
age, interests, etc.) Examples of target audiences for Utah Lake might include: business
groups, naturalists, environmentalists, hunters, anglers, bird watchers, boaters and water
skiers. I identified my target audience. My audience:
My target audience’s social values and way of life are being taken into consideration during
the ad creation. Some values might include: preservation or protection of the environment,
appreciation of nature, spending time with family, economic development, or technological
advancements. Some values I want to appeal to are
I created a theme (slogan) based on my target audience’s values and way of life to “sell”
Utah Lake to them. My theme is
My theme is creatively carried out in my advertisement.
I have specific details to support the theme. Some of the details to support my theme include:
My text supports my overall theme.
My artwork supports the ad’s theme and text.
5. Have students present or display their advertisements featuring Utah Lake and discuss
the similarities and differences present in their ads.
6. Ask students if the advertisements used during the early twentieth century are effective
over one hundred years later. For example, postcards might not be the most appropriate
advertising technique to reach today’s public. What other types of advertising techniques
are used in today’s society (TV ads, movie trailers, internet promotions, etc.)? What might
be the most effective medium to educate the public about the fate of Utah Lake and the
endangered June sucker?
Students could write a short explanation about the effectiveness of their advertisement.
They could also display or present their ad to other class members.
• Have older students research the Depression era and write about how economic decline
contributed to the decline of the many resorts along Utah Lake’s shores.
• Have older students design a method to conduct market research to find out what local
people think of Utah Lake and what they might be able to do to influence or change public
• Have younger students use the ads to generate a list of all of the recreational activities
on Utah Lake. They could also make a list that projects future recreational activities.
• Have students create futuristic advertisements for the year 2060 or 2100 about Utah Lake
(making sure that they include the fate of the June sucker).