Post on 30-Oct-2014
description
Mixed Messages: Media Literacy and Advertising
“LITERACY & SCHOOL LIBRARIES:
IT ALL ADDS UP!”SLMS 2008
Tarrytown, New York
May 3, 2008
MaryAnn KarreHorace Mann ES, Binghamton
Goals:
Make students aware of media
Teach them to “read” messages
Critical thinking
Cathy Wilcox: The Age
Teens are the Target
Control largest market percentage
Influence family money + own budget
Buy mostly “luxury” items
Easily “branded”
Source: Advertising To Teens: Why and How Marketers Target Kids by Susan Carney
Media
TELEVISION
radio
Internet
movies
apparel
school?
What is media?
Name as many types as possible
Where is it found?
How is it used?
Who creates it?
Begin with BIAS
What is bias?
Where is it?
Is media ever NOT
biased?
Optical Illusions
What do you see?Who is this?
Actual copy:
Are you a young carer?
Kids who care for relatives aren't getting enough help from the government, according to a UK charity. Are you a young carer? Do you help look after someone at home? Perhaps a mum, dad, sister or brother? Or maybe you look after an older relative, or know someone who does? If so, let us know your story now.
Although this looks like a picture taken from a Hollywood movie, it is in fact a real photo, taken near the South African coast during a military exercise by the British
Navy. It has been nominated by National Geographic as
"THE photo of the year".
“Sharks have been known to 'breach'”...
It was actually a hoax photo (top) that was made by reversing the helicopter photo (center) and pasting in the shark from the bottom photo.
How is our news biased?
Check newspaper for advertisers
Placement of articles
Positive or negative “slant”
Sneaky little trick...
http://www.nichd.nih.gov/msy/National Institute of Child Health and Human Development
What it entails...
Ten lessons for youth 11-13
Each lesson 90 minutes Snacks, exercize Incorporates health, nutrition and media Examines effect of media on health and
nutrition At a glance...
Who is the audience for this ad?a. Parentsb. Drug usersc. Youthd. Punks
What is the purpose of this ad?a. To inform parents on the signs of drug useb. To inform young people about drugsc. To persuade parents to talk with their kidsd. To persuade youth to talk to their parent
What is the message in this ad? a. Be cool.b. Don't take drugs.c. It's important to know what your kids are doing.d. Young people with nose rings don't take drugs.
Thinking about the purpose of the ad, what important information is missing from this ad? a. How to talk with your kidsb. Information about the bestway to keep your kids fromtaking drugsc. A phone number to call formore informationd. Names of places where youthcan hang out
What techniques are used to attract your attention in this ad? a. No messageb. A celebrityc. An empty street in thebackgroundd. A girl with her friends
Who is the author or sponsor ofthis ad? a. Shoe companyb. Parentsc. Youthd. Ad Council
What is the message inthis ad? a. Skateboarding is dangerous.b. Volunteering is hard work.c. Being physically active is.important.d. Volunteering is cool.
What techniques are used toattract your attention in thisad? a. Very few wordsb. A celebrityc. Picture of a big shoed. Both A and C
sleek sensation
For stunning"red carpet" hair,add volume and detail.
Television Ads
Use the same criteria
Show some clips – TONS available
http://mannlibrary.org/media_literacy.aspx
Extensions:
Magazine ads – using poster to interpret
http://pbskids.org/dontbuyit/ - PBS site
Create posters about media messages
Document TV ads – who are targets?
Create your own ad! Use media tricks
Conclusion....
Lesson available at http://docs.google.com/Doc?docid=dfc4fd92_0cfbrzt&hl=en
bibliography of resources listed at
http://del.icio.us/karrem/advertising
Presentation available at http://bookreeader.blogspot.com
Comments and suggestions welcome:
karrem@binghamtonschools.org