WHAT IS MEDIA LITERACY?MODULE 2: Advertising

Lesson Outcomes

•In this lesson students will:▫Look at the relationship between media

literacy and advertising.▫Understand the definition of advertising

and how to evaluate different advertisements.

▫Learn common techniques used to advertise.

Introductory Discussion

•Now that you have a basic understanding of media literacy, think about how it is relevant to advertising in our society.

•Discuss your thoughts among the class.

What is Advertising?•According to dictionary.com, Advertising is

“the act or practice of calling public attention to one’s product, service, need, etc.”▫“Especially by paid announcements in

newspapers and magazines, over radio or television, on billboards, etc.”

•Advertising is primarily done through different aspects of the media, which brings in the need for media literacy.

Class Activity• Pair up with another student. You will be given two

magazines of different genres and you will flip through each looking for advertisements. Find examples of three advertisements that portray different products/services, genders, races, etc.

• Now, write a summary for each ad with your partner about what each advertisement is selling and the techniques that you think the company is using to entice consumers.

• Think critically about each advertisement and put yourself in the place of the company.

Class Activity Continued•Evaluating Advertisements:

▫Here are some questions you should’ve thought about while analyzing your advertisements: What is the product/service is being advertised? Who made this advertisement/who is selling it? What is the message for consumers? Is it possible for different people to get a different

message out of the advertisement? For example, does the advertisement work differently for men vs. women? Older ages vs. younger ages?

Advertising Techniques

•I have notes on this from a prior journalism class on advertising that I will get and put in while home for break!!

•Additionally, I will add a few more slides once I get to look at these notes again and decide what is most important for media literacy.

Assignment 2:

•Choose a well-known advertising campaign that has been running for at least 10-15 years. Look back at the company’s advertising history and write a two page essay about how the company has changed its advertising campaign to adapt to the evolving technology.

•Be sure to incorporate the relevant advertising techniques discussed earlier.