DECONSTRUCTING ADS

Core Concepts All media messages are

CONSTRUCTED Use Specialized Techniques and

Language Includes TEXT—what you SEE and

HEAR Includes SUBTEXT—your

INTERPRETATION

LANGUAGE OF PERSUASION

1. Association 2. Bandwagon

3.Beautiful People

4. Celebrities

5. Experts 6.Explicit Claims

7.Fear 8.Intensity

9.Maybe 10.Plain Folks

DECONSTRUCT THIS!

PRINT AD #1: 2012

PRINT AD #2: 2010

PRINT AD #3: 2012

PRINT AD #4:2012

PRINT AD #5: 2010

PRINT AD # 6: 2013

PRINT AD # 7:

PRINT AD #8

PRINT AD # 9

PRINT AD # 10: 1960S

PRINT AD #11: 1958

PRINT AD #12:1963

PRINT AD # 13:1970S

PRINT AD #14: 1978

PRINT AD # 15:1985

PRINT AD # 16:1990S

PRINT AD # 17: 2013

PRINT AD #18: 2012

PRINT AD #19: 2013

PRINT AD # 20: 2013

COUNTER AD COURTESY OF TEENS, TOBACCO & YOU PROJECT (WASHINGTON STATE)

Preceding Counter Ads Courtesy of:

Counter Ad Contest: Take an ad and change it into a counter ad, delivering a more truthful or constructive message using altered images, words or persuasion techniques. More Info.:http://medialiteracyproject.org/contests

COUNTER ADVERTISEMENT

TASK: Create a counter ad to an existing advertisement for sun/skin care product, delivering :

a more truthful or constructive message

alter the original ad’s images, words or persuasion techniques

COUNTER ADVERTISEMENT

Select a SPECIFIC ad to respond to Choose a TOPIC to focus on Include a minimum of TWO facts

from your research (Science World article, Teen Health and Wellness online)

Incorporate specific PERSUASIVE TECHNIQUES into your counter ad

TOPICS FOR COUNTER-ADVERTISEMENT

Sun Safety Sun Protection Methods UVA/UVB radiation SPF Scale/Broad Spectrum Protection Skin Cancer/Melanoma Sunburns Long Term Effects of Sun Exposure Preventative Screening/Skin Checks Indoor Tanning Sunless Tanning