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Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
Developing media literacy: TV ads
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Developing media literacy: TV ads

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6th grade humanities lesson

6th grade humanities lesson

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Transcript

  • 1. Developing Media Literacy … Part 2: Looking at TV ads
  • 2. Why is this lesson important?
    • Fact: The average American is exposed to more than 3000 ads a day!
    • Fact: 98.1% of American households have a television while 99% of people in America can read.
    • Being able to read barely beats out having a TV in your home.
    • Most of us were taught to read when we were very young, but did we ever learn how to watch television?
  • 3. 5 Important Questions to Ask:
    • Who created this message?
    • What techniques are used to attract my attention?
    • How might different people understand this message differently from me?
    • What lifestyles, values, and points of view are represented in or omitted from this message?
    • Why was this message sent?
  • 4. TV ads
    • What ’ s the purpose of an ad?
    • ☆ PURSUATION!
    • It is important to be able to recognize and understand some of the various tactics ads use to try to persuade us!
  • 5. Tactics:
    • Assertion
    • Bandwagon
    • Celebrity Endorsement/ Testimonials
    • Association/Image Advertising
    • Transference
    • Glittering Generalities
    • Emotional Appeal
    • Repetition
    • Scale
    • Card Stacking
    • Name-calling
  • 6. Assertion
    • An enthusiastic or energetic statement presented as a FACT (though not necessarily true … )
    • It is implied that the statement required no explanation or back up, but that it should merely be accepted without question
    • Ie: Our product is the best (without providing evidence for it … )
  • 7. Bandwagon
    • Join the crowd!
    • exploits the desire of most people to join the crowd or be on the winning side …
  • 8. Celebrity Endorsement
    • Famous person or authority claims the product is gooood
  • 9. Association/Image Advertising
    • A product is associated with certain people, places, activities …
    • Implied message: attractiveness, wealth, enjoyment, etc.. Often promises adventure or attractiveness
  • 10. Transference
    • Words and ideas with positive feelings are used to suggest that positive qualities should be associated with the product and the user
  • 11. Glittering Generalities
    • Appealing words and images!
    • Message: “ If you buy the product, you will be using a wonderful product and it will change your life. ”
    • EX: cosmetics-look younger; cars-will give you status
  • 12. Emotional Appeal
    • Designed to stimulate one ’ s feelings, rather than one ’ s sense of the practical or impractical
  • 13. Repetition
    • Saying it again and again (and again..)
  • 14. Scale
    • Making a product bigger or smaller
  • 15. Card Stacking
    • Stacking the cards in favor of the product..
    • Stress the positive qualities of the product
    • Give only a part of the picture
    • EX: If a brand of snack food is loaded with sugar, the commercial may boast that the product is low in fat ……
  • 16. Name-Calling
    • Making the product seem better by using unpopular terms about the competition …
  • 17. Ms. Tu’s favorite TV ads
    • Three KFC commercials from Taiwan
    • Pay attention to the techniques used in these ads …
  • 18. Turn and TALK
    • Were you able to understand the ads, even in another language?
    • What are your first impressions?
    • With your partner, work on answering the 5 essential questions we discussed earlier!
  • 19. 5 Important Questions to Ask:
    • Who created this message?
    • What techniques are used to attract my attention?
    • How might different people understand this message differently from me?
    • What lifestyles, values, and points of view are represented in or omitted from this message?
    • Why was this message sent?
  • 20. Your Assignment
    • Choose one TV commercial you’re familiar with
    • Answer the questions in your handout using the TV commercial of your choice

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