Chapter 1 Lesson Plan: The Watsons Go to Birmingham 1963
Grade Level:
Middle School: Sixth Grade through Eighth Grade
Subject:
Literacy and Language Arts,Social Studies
Lesson Duration:
60 Minutes
Common Core Standards:
6-8.RH.1, 6-8.RH.7, 6-8.RH.8, 6-8.RH.9
Essential Question
What do car advertisements tell us about individual and societal values?
Objective
In this activity, readers will investigate the changing appeals of cars in mid-century
America through historical automotive advertisements. Students will use textual and
image analysis, to infer the aims and impacts of post-war car advertisements.
Background
In Chapter 1, readers are introduced to the novel’s central characters: the five
members of the Watson family and their car, the “The Brown Bomber." While Mr. and
Mrs. Watson have pride in their 1948 Plymouth, their two boys are less enamored with
it. In this activity, readers will investigate the changing appeals of cars in mid-century
America through historical automotive advertisements. Students will use textual and
image analysis, to infer the aims and impacts of post-war car advertisements.
Car advertising changed significantly between the 1940s and 1960s, evolving from
simple product-focused ads to more emotional, lifestyle-oriented campaigns. During
the 1940s, car ads primarily showcased the technical specifications and innovations of
the vehicles. Many emphasized their practicality, while others marketed their luxury.
By the 1960s, the emphasis in car advertising shifted to appealing to consumers'
desires and emotions, with ads emphasizing speed, style, and status. Automakers
increasingly associated their vehicles with aspirational lifestyles, using highly
gendered images of young attractive people having fun in their cars. In the 1960s, car
manufacturers developed and promoted a distinct brand personality for their vehicles,
building a connection with consumers through emotional appeals and unique branding
elements. In this activity, students will do a close reading of 1963 automotive
advertisements, to analyze the ways car manufacturers marketed their products.
Preparation
Gather Materials:
• 1948 and 1963 Plymouth advertisements (provided)
• Class set of The Watsons Go to Birmingham-1963
Materials
Advertisement of a 1963 Plymouth.
Download 1963 Plymouth (A)
Advertisement of a 1963 Plymouth.
Download 1963 Plymouth (B)
Download 1948 Plymouth
Procedure
1. Do Now: Have students respond to the following question quietly: “Based on what you know so far, how do you think the members of the Watson family feel about their car?" Have them then discuss their response with a partner.
2. Introduction
* Provide students with a brief overview of the automobile in post-war United States: During the post-war years, the automobile played a crucial role in shaping the American landscape and society. The production and sale of cars contributed to the growth of the American economy; this was especially true in manufacturing capitals like Flint and Detroit. During this time, marketing helped turn the automobile into a symbol of the American way of life. At various points during the 1940s-1960s, the car and “the American way of life" would come to mean different things to different segments of society.
3. Analysis
* Display the 1948 advertisement for the Watsons’ car for the class
* Using the image and text as their guide, lead the class in an analysis of the advertisement.
** Who is the target audience? What makes you think this?
** What does the ad suggest or say about the car?
** What does the ad suggest or say about the people who buy the car?
** What is the unique selling point?
* Divide the class into groups of 3-4 and distribute the worksheet and 1963 car advertisements. Explain that the Watsons might have seen an ad like these around the time the book is taking place. In groups, they will apply the analytical techniques that they used earlier to the 1963 ads. Allow 15-20 minutes to complete the worksheet.
* Discuss the students’ findings as a class.
* Follow up by asking them how seeing the advertisements might help them understand of members of the Watson family view their car. Are they all looking at the “Brown Bomber" in the same way?
Contact Information
Email us about this lesson plan
Tags: civil rights act of 1964 16th street baptist church civil rights history christopher paul curtis the watsons go to birmingham advertisements car
Source: U.S. Department of the Interior, National Park Service