Media - all key stages

30th May 2003 at 01:00
* Deconstructing coffee advertising is not rewarding in itself. Explore how brand identities are established and maintained, look at packaging appeal, and possibly discuss gender representation. It is the missing data - the absence of information about the origins of the product - that is really interesting.

* Construct an advertising campaign to sell Fairtrade coffee. It's a challenge - look at sample advertisements at http:incommon.web.caanglaisactionindex.html to see the difficulties.

Published by the Canadian Council for International Cooperation, this site also has an informative PowerPoint file, http:incommon.web.caanglaiswatchpres.ppt.

For more background information, try the Fairtrade Action Guide at www.peopleandplanet.orgfairtradestudent.howhelpft.php or explore Oxfam's Student's Guide to Fair Trade at

Log-in as an existing print or digital subscriber

Forgotten your subscriber ID?


To access this content and the full TES archive, subscribe now.

View subscriber offers


Get TES online and delivered to your door – for less than the price of a coffee

Save 33% off the cover price with this great subscription offer. Every copy delivered to your door by first-class post, plus full access to TES online and the TES app for just £1.90 per week.
Subscribers also enjoy a range of fantastic offers and benefits worth over £270:

  • Discounts off TES Institute courses
  • Access over 200,000 articles in the TES online archive
  • Free Tastecard membership worth £79.99
  • Discounts with Zipcar,, Virgin Wines and other partners
Order your low-cost subscription today