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media studies gcse - Institutions children and advertising

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  • expLAIN THE MARKING PROCESSv
  • Transcript

    • 1. Children and Advertising Advertising Standards Agency
    • 2. Learning OutcomesAll (C) : I can research and planappropriately. My findings are wellpresented and I can identify thetarget audienceMost (B) : I can researchsuccessfully. My findings arepresented effectively and I canunderstand the needs of a targetaudienceSome (A): I can researchindependently. My findings arepresented imaginatively and I canunderstand how ads are tailoredto audiences needs
    • 3. What do they do?Common issues surrounding children and advertising are:• Making children desire things they cannot afford or would not be able to use• Pester power: encouraging children to pester their parents for advertised products or services• Showing children in unsafe or dangerous situations that other kids might emulate• Making children feel inferior, especially if they don’t buy the products or services shown in the ads• Showing children in a sexual way. I.e. wearing make-up and glamorous clothes• Advertising soft drinks & high fat / sugar foods to children
    • 4. Activity• Find a range of ads featuring children: what do they have in common? How, in general, are children REPRESENTED in advertisements in the UK?• Some charities have used the same sort of shock tactics that commercial advertisers use.• For example, what do you think about this government campaign using babies and children to persuade people to give up smoking?
    • 5. Activity• In a campaign, the National Society for the Prevention of Cruelty to Children produced a series of posters that included the ones on the next slide. The strapline was “Real children don’t bounce back”. The campaign was designed to encourage people to report suspected child abuse.• Look at the ads on the next slide and discuss the points below:• Do you think the posters are effective?• Are the NSPCC justified in campaigning against the effects of violence using such imagery?• What is the evidence?
    • 6. Learning OutcomesAll (C) : I can research and planappropriately. My findings are wellpresented and I can identify thetarget audienceMost (B) : I can researchsuccessfully. My findings arepresented effectively and I canunderstand the needs of a targetaudienceSome (A): I can researchindependently. My findings arepresented imaginatively and I canunderstand how ads are tailoredto audiences needs
    • 7. Reasons why children appreciate or reject adverts.What do they reveal about their ability to read advertisements?Appreciated features Rejected Features•Humour •“Idiotic” adverts•Cartoons •Claims that appear too amazing to be•Slogans or songs true (even if they are true)•The presence of animals •Exaggeration of the qualities of products•Action or their favourite heroes •Adverts that are too long or slow•Reinforced myths •Unoriginal arguments•The presence of older children or an •Ads where the link between the imagesolder person and the product is not direct or seems•A well known star or celebrity confused •Abstract adverts •Frightening adverts •Serious statements that remind them of school •The use of reference
    • 8. Analyse the way that it has been constructed to persuade its target audience• What effect does the water have?• What atmosphere does it create?• How effective is the slogan: new thinking, new drinking ?• What does it suggest?• Can you think of any consequences of trying to drink underwater?• How does the layout lead the eye of the consumer and link the product to the activity?• What is the name of the product? Is it effective?• Why might this advertisement be more problematic if displayed in a leisure centre?
    • 9. ActivityParents and people generallyagree that it is very importantfor the intellectualdevelopment of children toread as much as possible.Penguin Books haveharnessed this idea in theadvertisement on theopposite page. However, theadvertisement itself wasjudged to be ambiguous andpossibly harmful tochildren. The complaintsagainst it were upheld.Do you agree with thisadjudication?
    • 10. Analysis and discussion• What is the effect of the black and white photography?• Where are the two young people? What kind of location?• Look specifically at the younger of the two boys. What is his ethnicity?• How is he behaving?• Look at the layout of the advertisement: the gun is absolutely in the middle of the frame. What is the effect of this?• What references are there to books in the advertisement?• The meaning of the advertisement relies exclusively on understanding the logo. How likely is it that children will recognize it and therefore understand the intended meaning?
    • 11. TV Advertising
    • 12. Find three thing that’s wrong with this TV advertising
    • 13. •it was inappropriate to showchildren being coerced into doingsomething illegal•parents and children mightemulate the activity•the ad trivialised gun culture
    • 14. The Kelloggs advertisement featured on the previous slide is attempting topersuade children and young people to eat cereal for breakfast rather than snacking on less healthy food. How successful do you think it is? Analysis and discussion • What is the effect of the black and white photography? • What kind of location is this? • What is the effect of isolating him from anyone else? • How does the slogan work? • How effective is what the advertisement says about the problem? • Does it convince you, for example?
    • 15. Learning OutcomesAll (C) : I can research and planappropriately. My findings are wellpresented and I can identify thetarget audienceMost (B) : I can researchsuccessfully. My findings arepresented effectively and I canunderstand the needs of a targetaudienceSome (A): I can researchindependently. My findings arepresented imaginatively and I canunderstand how ads are tailoredto audiences needs
    • 16. Children and Food advertising The ASA has had to look into the issue of how advertisers address children’s diets on a number of occasions.Research and presentation activity• Find at least 3 advertisements for food that feature young people. Analyse the target audience.• How are they represented?• Where is the location? What does it suggest?• What is the appeal of the product to the target group?• What techniques does the advertiser use e.g. photography, colour, slogan, celebrities, logo or brand name, layout?• Do you think that the advertisement is responsible or misleading?• You are to make a short presentation of your findings to the class.