Lesson 4: Nice ‘n natural
These ads focus on the natural/rural image of New Zealand portrayed in ads. Students view a selection of ads from the 1970s through to the 1990s and complete individual questions for each ad. They then complete a three-level guide about the dominant messages. Examples: 1970s: Chesdale Cheese, 1980s: New Zealand butter, Hilux, 1990s: Griffin's Meal Mates, L & P.
Learning intentions
- See how New Zealand is represented as natural.
- Explore the connection with rural New Zealand, how it is shown and what message this gives.
Success criteria
- “I can” identify representations of New Zealand and discuss overall messages the ads are giving in the three-level guide.
Activity
Students to view a selection of ads from the 1970s through to the 1990s and complete individual questions for each ad.
They will then complete a three-level guide about the dominant messages.
1970s — Chesdale Cheese
- Who are the characters Ches and Dale? They are animated characters – farmers promoting Chesdale Cheese.
- Where are they from? They are from down on the farm and they really know their cheese.
- How do we know this? By what they say in the lyrics of the song and also by what they wear. They are dressed in classic farmer’s clothes, singlets, bush shirts, gumboots and hats.
- What do they say is good about the product they are selling? It is value for money, variety of types of cheese product and it is tasty and delicious.
1980s — New Zealand butter
- What is it saying that makes New Zealand butter good? NZ Butter is natural and good for you, without additives.
- What is the ad telling us about what living in New Zealand is like? When you live in New Zealand you eat natural foods, your lunches and snacks are home made. Kiwis do not mind using butter conditioners and making things themselves rather than eat products with additives. Home made is better than processed foods.
- Why is one of the characters American and why do you think they have chosen to use an American character? There is the idea that American food is processed and packaged so this ad is a good contrast. The New Zealander is able to explain all the reasons why butter is good to add to the contrast of the two cultures.
1980s — Hilux
- Which of the characters would you describe as a ‘kiwi bloke’? Crumpy – the man driving the ute.
- Why did you decide this? He shows the classic traits of the kiwi bloke – he is understated and doesn’t make a fuss even when the car is doing some extraordinary things.
- Which character would you prefer to be and why? What are the qualities that make a good ute?
1990s — Griffin’s Meal Mates
- What are the qualities of a good mate shown in this ad? They don’t need to say much to each other, they don’t make a fuss and have their crackers the way they come.
- Who is a mate and why? The men are first seen as the mates and it is a bit of the joke when the women join in.
- Are there any ‘kiwi blokes’ in this ad? Explain your decision. The men do have the kiwi bloke trait of being understated and not saying much.
- Where are they? Why do you think the ad is set there? They are in the country. The rural setting is more a classic kiwi setting.
1990 — L & P
- Where is the ad set and how does this affect the ad? The ad is set in Paeroa where the drink is named after. It is a small-town setting. A typical kiwi small town which New Zealanders can relate to.
- What sort of humour is used and is it effective? They are being sarcastic and understating the attributes of the town.
- What is kiwi about this ad? The understated humour.
Handout
Nice ‘n natural three-level guide.