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Slms Media Presentation

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Mixed Messages: Media Literacy and Advertising

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Slms Media Presentation

  1. 1. Mixed Messages: Media Literacy and Advertising <ul><li>“ LITERACY & SCHOOL LIBRARIES: </li></ul><ul><li>IT ALL ADDS UP!” </li></ul><ul><li>SLMS 2008 </li></ul><ul><li>Tarrytown, New York </li></ul><ul><li>May 3, 2008 </li></ul><ul><li>MaryAnn Karre </li></ul><ul><li>Horace Mann ES, Binghamton </li></ul>
  2. 2. Goals: <ul><li>Make students aware of media </li></ul><ul><li>Teach them to “read” messages </li></ul><ul><li>Critical thinking </li></ul>Cathy Wilcox: The Age
  3. 3. Teens are the Target <ul><li>Control largest market percentage </li></ul><ul><li>Influence family money + own budget </li></ul><ul><li>Buy mostly “luxury” items </li></ul><ul><li>Easily “branded” </li></ul><ul><li>Source: Advertising To Teens: Why and How Marketers Target Kids by Susan Carney </li></ul>
  4. 4. Media TELEVISION radio Internet movies apparel school?
  5. 5. What is media? <ul><li>Name as many types as possible </li></ul><ul><li>Where is it found? </li></ul><ul><li>How is it used? </li></ul><ul><li>Who creates it? </li></ul>
  6. 6. Begin with BIAS <ul><li>What is bias? </li></ul><ul><li>Where is it? </li></ul><ul><li>Is media ever NOT biased? </li></ul>
  7. 7. Optical Illusions
  8. 8. What do you see? Who is this?
  9. 9. Actual copy: Are you a young carer? Kids who care for relatives aren't getting enough help from the government, according to a UK charity. Are you a young carer? Do you help look after someone at home? Perhaps a mum, dad, sister or brother? Or maybe you look after an older relative, or know someone who does? If so, let us know your story now.
  10. 10. Although this looks like a picture taken from a Hollywood movie, it is in fact a real photo, taken near the South African coast during a military exercise by the British Navy. It has been nominated by National Geographic as &quot;THE photo of the year&quot;. “ Sharks have been known to 'breach'”...
  11. 11. It was actually a hoax photo (top) that was made by reversing the helicopter photo (center) and pasting in the shark from the bottom photo.
  12. 12. How is our news biased? <ul><li>Check newspaper for advertisers </li></ul><ul><li>Placement of articles </li></ul><ul><li>Positive or negative “slant” </li></ul>
  13. 13. Sneaky little trick...
  14. 14. http://www.nichd.nih.gov/msy/ National Institute of Child Health and Human Development
  15. 15. What it entails... <ul><li>Ten lessons for youth 11-13 </li></ul><ul><li>Each lesson 90 minutes </li></ul><ul><li>Snacks, exercize </li></ul><ul><li>Incorporates health, nutrition and media </li></ul><ul><li>Examines effect of media on health and nutrition </li></ul><ul><li>At a glance... </li></ul>
  16. 17. Who is the audience for this ad? a. Parents b. Drug users c. Youth d. Punks What is the purpose of this ad? a. To inform parents on the signs of drug use b. To inform young people about drugs c. To persuade parents to talk with their kids d. To persuade youth to talk to their parent What is the message in this ad? a. Be cool. b. Don't take drugs. c. It's important to know what your kids are doing. d. Young people with nose rings don't take drugs. Thinking about the purpose of the ad, what important information is missing from this ad? a. How to talk with your kids b. Information about the best way to keep your kids from taking drugs c. A phone number to call for more information d. Names of places where youth can hang out What techniques are used to attract your attention in this ad? a. No message b. A celebrity c. An empty street in the background d. A girl with her friends
  17. 18. Who is the author or sponsor of this ad? a. Shoe company b. Parents c. Youth d. Ad Council What is the message in this ad? a. Skateboarding is dangerous. b. Volunteering is hard work. c. Being physically active is. important. d. Volunteering is cool. What techniques are used to attract your attention in this ad? a. Very few words b. A celebrity c. Picture of a big shoe d. Both A and C
  18. 20. sleek sensation For stunning &quot;red carpet&quot; hair, add volume and detail.
  19. 21. Television Ads <ul><li>Use the same criteria </li></ul><ul><li>Show some clips – TONS available </li></ul><ul><li>http://mannlibrary.org/media_literacy.aspx </li></ul>
  20. 22. Extensions: <ul><li>Magazine ads – using poster to interpret </li></ul><ul><li>http://pbskids.org/dontbuyit/ - PBS site </li></ul><ul><li>Create posters about media messages </li></ul><ul><li>Document TV ads – who are targets? </li></ul><ul><li>Create your own ad! Use media tricks </li></ul>
  21. 23. Conclusion.... <ul><li>Lesson available at http://docs.google.com/Doc?docid=dfc4fd92_0cfbrzt&hl=en </li></ul><ul><li>bibliography of resources listed at http://del.icio.us/karrem/advertising </li></ul><ul><li>Presentation available at http://bookreeader.blogspot.com </li></ul><ul><li>Comments and suggestions welcome: [email_address] </li></ul>

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