Joann’s post about advertising was especially funny to me, the proud owner of both the Miracle Blade III knives and the complete set of ShamWOW towels. I really like as seen on TV stuff! Students and parents alike are barraged with advertisements in all forms of media throughout the day. An important part of media literacy we need to stress with our children is the ability to critically analyze the advertisements around them so they can make good purchasing decisions throughout their lives, instead of just buying the things with the flashiest ads.
I still remember the unit I did on advertising in 6th grade. We learned all different types of tools that advertisers use to get consumers attention, and we had lots of fun creating ads of our own. We used terms like “avant garde” and “bandwagon” to describe some of the techniques advertisers use to sell products. We could watch commercials and shout out, “weasel words!” or “testimonial!” (If you were stumped by some of those words, check here for a good list of common propaganda techniques used.) We used our knowledge to create our own ads, which helped make the whole experience even more memorable. You could implement media literacy like this in many different kinds of units by assigning an advertisement (with these different propaganda techniques) as the final project.
Federal Trade Commission-created Admongo touts their online media literacy game as a great “Ad-ucation” for kids. Their introduction describes Admongo as a place where advertising is all around you. “Online. Outside. On television. Who makes ads? How do they work? What do they want you to do? Here, you will explore, discover, and learn. Can you make it to the top? To get there, you'll answer:
Who is responsible for the ad?
What is the ad actually saying?
What does the ad want me to do”
Summer vacation is in full swing for many of our students. They will be surrounded by advertisements, but are they prepared to think critically about these ads? I signed up for Admongo, and had fun navigating with my arrow keys and spacebar through the advertisements and collecting coins. As we discussed in earlier posts, using games for learning can make subjects much more fun, especially for tweens. You can read a review of the game on the Connect Safely site, a great collection of media literacy tools and information.
Reading Rockets highlighted a PBS Kids Go! media literacy site that is also good for parents or teachers looking to increase kid’s awareness of advertising this summer. “Don’t Buy It” has different activities to help teach kids about the techniques advertisers use to make you want to buy their products. This is a very comprehensive site that contains activities, games, and interactive readings. I especially liked the Secrets of a Cover Model activity, the Money and Music section, and the Ad Detective game. The menu on the main page kept revolving to highlight different activities, so all different kinds of students should be able to find activities that are fun for them. Creative students will love creating their own ads and designing a cereal box. Like the game above, this site would be a nice tool for parents and kids at home during the summer as well as in a classroom setting.
As always, stay tuned to our Facebook and Twitter pages to receive the latest updates and resources for media literacy on The Gateway from Joann and Peggy. Search the huge collection of resources at http://thegateway.org for even more resources.
~Peggy's Corner - 6/25/2010~
Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts
Sunday, June 27, 2010
Selling It
“You really need that,” my seven year-old announced one day, pointing at the TV. An infomercial for the Buxton Organizer, a “stylish genuine leather over-the-shoulder organizer,” shows an exasperated woman digging through her purse while her MIA cell phone frantically rings. “I already have a purse,” I replied, somewhat defensively. “But look at how much stuff it holds!” my daughter breathed, while the woman on the commercial stuffed a wallet, cell phone, two water bottles, an umbrella, and what looked like an entire cosmetics counter worth of makeup into her bag. “And it comes with a little message reminder thingie,” my daughter pressed. “You know how much you forget stuff!” A year later, while I still don’t have a Buxton Organizer, my daughter has not forgotten the commercial. Each time I dig through my purse, she announces, “You really should get the Buxton Organizer on TV.” Ah, the power of advertising.
It’s no secret that children are especially susceptible to advertisers. Product placements are rampant in TV shows and in movies, and kids are constantly bombarded by sleek images of new games, fast food, candy, clothes, and other stuff in all forms of media. Such marketing is big business: about $15-17 billion is spent annually by U.S. companies on advertising campaigns directed solely at kids. While financial, media, and economic literacy should be consistent topics at home, they are also subjects that must be included in the curriculum. As the current economic climate shows, we need to be more proactive in teaching students about deception and truth in advertising, how products are marketed to consumer groups, and the dangers of spending money on items that you don’t necessarily need (or can afford).
My picks this week all focus on resources that encourage students to think critically about advertising, and the methods used to hook consumers. Most of these lessons can be adapted for higher or lower grades. The first lesson is from Media Awareness Network, a Canadian non-profit organization that offers a wealth of digital and media literacy resources. The second two lessons are from Admongo, a joint venture between Scholastic, Inc. and the Federal Trade Commission. Admongo focuses on advertising and media literacy resources for tweens.
"He Shoots, He Scores": Alcohol Advertising and Sports
Subjects: Media Literacy, Social Studies, Language Arts
Grade: 4-6
Ever count how many beer commercials appear during a sports broadcast? Me neither, but I know it’s a lot. Advertising via sports figures and events is highly lucrative for alcohol companies, and shows no signs of abating. In this lesson, students examine how companies influence consumers by sponsoring sporting events and hiring sports figures to sell products.
Ad Awareness
Subjects: Media Literacy, Social Studies, Language Arts
Grades 5-6
At its core, advertising is the art of persuasion. This lesson has students explore just what advertising really is - what ads do and what they seek to accomplish. The lesson also has students examine who is ultimately responsible for an ad, what the ad is really saying, and most importantly, what the ad is trying to get them – the consumer – to do.
Ad Targeting and Techniques
Subjects: Media Literacy, Social Studies, Language Arts
Grade: 4-7
In this lesson, students learn how and why advertisers use certain techniques to reach a specific target audience. One goal of the lesson is that once students understand these techniques and how they are used, kids can decide for themselves what they actually think about the products.
~Joann's Picks - 6/25/2010~
It’s no secret that children are especially susceptible to advertisers. Product placements are rampant in TV shows and in movies, and kids are constantly bombarded by sleek images of new games, fast food, candy, clothes, and other stuff in all forms of media. Such marketing is big business: about $15-17 billion is spent annually by U.S. companies on advertising campaigns directed solely at kids. While financial, media, and economic literacy should be consistent topics at home, they are also subjects that must be included in the curriculum. As the current economic climate shows, we need to be more proactive in teaching students about deception and truth in advertising, how products are marketed to consumer groups, and the dangers of spending money on items that you don’t necessarily need (or can afford).
My picks this week all focus on resources that encourage students to think critically about advertising, and the methods used to hook consumers. Most of these lessons can be adapted for higher or lower grades. The first lesson is from Media Awareness Network, a Canadian non-profit organization that offers a wealth of digital and media literacy resources. The second two lessons are from Admongo, a joint venture between Scholastic, Inc. and the Federal Trade Commission. Admongo focuses on advertising and media literacy resources for tweens.
"He Shoots, He Scores": Alcohol Advertising and Sports
Subjects: Media Literacy, Social Studies, Language Arts
Grade: 4-6
Ever count how many beer commercials appear during a sports broadcast? Me neither, but I know it’s a lot. Advertising via sports figures and events is highly lucrative for alcohol companies, and shows no signs of abating. In this lesson, students examine how companies influence consumers by sponsoring sporting events and hiring sports figures to sell products.
Ad Awareness
Subjects: Media Literacy, Social Studies, Language Arts
Grades 5-6
At its core, advertising is the art of persuasion. This lesson has students explore just what advertising really is - what ads do and what they seek to accomplish. The lesson also has students examine who is ultimately responsible for an ad, what the ad is really saying, and most importantly, what the ad is trying to get them – the consumer – to do.
Ad Targeting and Techniques
Subjects: Media Literacy, Social Studies, Language Arts
Grade: 4-7
In this lesson, students learn how and why advertisers use certain techniques to reach a specific target audience. One goal of the lesson is that once students understand these techniques and how they are used, kids can decide for themselves what they actually think about the products.
~Joann's Picks - 6/25/2010~
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