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