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Lesson: Media Literacy-Looking at Advertising


Author: Model Lesson
Subject Area: Other
Grade Level: 7 - 9

Introduction

How does advertising use images, video, and music to convey ideas? Find out in this lesson that lets you evaluate an iPod advertisement. Do the 'What's an Ad?' activity. Then, choose either the iPod video or billboard ad and identify and evaluate media techniques used to target and persuade an audience.

Goals

You will identify and evaluate three media elements an advertisement uses to target an audience and persuade.

Directions

Do the 'What's an Ad?' activity. Then, choose either the iPod video or billboard ad and identify and evaluate media techniques used to target an audience and persuade.


Background Builder Background

Title: Music in Advertising URL:
Directions: Think about this: How does music relate to the target audience for the product? What messages does it convey about the product?


Title: The Visual Arts in Advertising URL:
Directions: Think about this: Advertisers use color, line, shape, and composition to convey particular ideas and emotions. Are these ideas and emotions related to the products being marketed? Are the connections logical?


Title: How is business marketing to YOU? URL: http://www.focusonyourchild.com/entertain/art1/A0000231.html
Directions: Look through this site to see how marketers are busy trying to connect you with their products.



Vocabulary Builder Vocabulary


Message:
Vocabulary Words:


Activity: What's an Ad?


URL URL 


Goals

You will be able to discuss how advertisers target different audiences and use media to persuade.

Directions

Do the activities for the Pepsi, Levis and Philip Morris ads. Make sure to take the polls and read the 'Who's the Target?' and 'What's in It' sections. Use the SUMMARIZE strategy to discuss one video and 2-3 techniques it uses to persuade.



Activity: iPod Video Advertising


URL URL 


Goals

You will be able to discuss three techniques, including media, this advertisement uses to target a particular audience and how it attempts to persuade.

Directions

Watch the video and pay special attention to how this advertisement uses color, sound and motion. Use the MEDIA LITERACY strategy to discuss: • the groups that this ad targets • what the ad wants that group to feel or think • and what techniques it uses to create that feeling or idea.



Activity: iPod Billboard Ad


URL URL 


Goals

You will be able to discuss three techniques, including media, this advertisement uses to target a particular audience and how it attempts to persuade.

Directions

Evaluate this billboard, paying special attention to how this advertisement uses color, shape, and line. Check out the Background Knowledge site 'How is Business marketing to YOU?' for ideas on what this advertisement uses to make the product appealing. Use the MEDIA LITERACY strategy to discuss ---the groups that this ad targets, ---what the ad wants that group to feel or think ---and what techniques it uses to achieve this.




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