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Renee Hobbs and Haixia He show how an ESL high school teacher working with new immigrants ages 14 - 19 used advertising analysis activities to support students' critical thinking and English language skills.
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Seeing, Believing & Learning to be Skeptical: Supporting Language Learning through Advertising
Analysis Activities
Renee Hobbs
Harrington School of Communication & Media
University of Rhode Island
Email: [email protected]
Web: http://mediaeducationlab.com
Haixia He
Visiting Scholar
Temple University
School of Communications & Theater
Email: [email protected]
PEER-TO-PEER FILE SHARING
Why advertising analysis is important for new immigrants and others learning a second language
How one teacher designed and implemented a 4-week media literacy unit focused on advertising analysis in an urban public school
Specific instructional techniques used to promote critical thinking and language usage
Preliminary findings from an online test of ad analysis skills
Goals for Today’s SessionGoals for Today’s Session
Learning to Analyze Ads is ImportantLearning to Analyze Ads is Important
Learning to Analyze Ads is ImportantLearning to Analyze Ads is Important
Reduce the Appeal of Advertising
Discourage materialism
Promote critical thinking
Support communication skills
ESL Teachers Make Extensive Use of ESL Teachers Make Extensive Use of Media & TechnologyMedia & Technology
Advertising and ESL LearningAdvertising and ESL Learning
A highly visual form of communication
New language learners benefit from talking about familiar everyday messages
Case Study
Michael RobbGrieco
Experienced high school English teacher
Three years experience teaching ESL learners
PhD student at Temple University
Key Theoretical Concepts
Authors &
Audiences
Messages &
Meanings
Representation &
Realities
R+RRepresentations & Reality
Critical Questions
M+MMessages & MeaningsA+A
Audience & Authors
Research ProjectResearch Project
RESEARCH DESIGN
Case study: observation and interview
Pre-post measure of advertising analysis skills
TREATMENT4-week unit on advertising analysis, one hour daily
SAMPLE
15 new immigrants, 14 – 18 years old, in a Northeast Philadelphia public school
Case Study: Observation and Interview
• Explain the key questionsExplain the key questions
• DDiscuss the questions with students
• Put more emphasis on analyzing ads from the aspect of M+M
• Conduct a quiz reviewing the student ability to ask key questions about A+A, M+M and R+R.
• Practice the key questions A+A, M+M and R+R
Teacher Selections: Print Ads
Using the Close Technique to Support Language Use
Answers and Matching Questions
Analyze Ads by Answering Key Questions
Students Select and Analyze Ads and Compose on the Class Website
Students Select and Analyze Ads and Compose on the Class Website
ONLINE TEST OF ADVERTISING ANALYSIS
SKILLS
Pre-test – Post-Test
What is the main idea of this ad?
What techniques are used to attract your attention?
Who is the author of the message in the ad?
What lifestyles, value or point of view were represented in the message?
How can different people interpret this ad in different ways?
What information or ideas are left out of the ad?
What lifestyles, values and points of view are represented in this message?
This message are represents a lovely lifestyle because the girl us laughing so much.
This product has not more nutrient. On the bottom of the ad, Crunch product has the website. You can go this website and got more information about this product.
How can different people interpret this in different ways?
The man skin color is black, so make white people and yellow people thinking this ad isn’t for them. And old people think this ad trying to say that old people can’t eat this product.
The different people interpret this ad in different ways because somebody judge this, when you like that.
What information or ideas are left out of the ad?
This product is good or bad whether help people to be healthy that is left out of the ad.
Information left out of the is that this ad only shows one man and a kid to introduction about a chocolate. Why they don’t use a cartoon for a chocolate? I think this is ideas are left out of the ad.
Challenging Questions
Three questions appear to be most difficult for students to answer:
Subtext. What lifestyles, values or point of view were represented in the message?
Diverse Interpretations. How can different people interpret this ad in different ways?
Omissions. What information or ideas are left out of the ad?
PEER-TO-PEER FILE SHARING
Why advertising analysis is important for new immigrants and others learning a second language
How one teacher designed and implemented a 4-week media literacy unit focused on advertising analysis in an urban public school
Specific instructional techniques used to promote critical thinking and language usage
Preliminary findings from an online test of ad analysis skills
Goals for Today’s SessionGoals for Today’s Session
Seeing, Believing & Learning to be Skeptical: Supporting Language Learning through Advertising
Analysis Activities
Renee Hobbs
Harrington School of Communication & Media
University of Rhode Island
Email: [email protected]
Web: http://mediaeducationlab.com
Haixia He
Visiting Scholar
Temple University
School of Communications & Theater
Email: [email protected]
