Seeing, Believing & Learning to be Skeptical:Supporting Language Learning through Advertising               Analysis Activ...
PEER-TO-PEER FILE SHARING                             Goals for Today’s SessionWhy advertising analysis is important for n...
Learning to Analyze Ads is Important
Learning to Analyze Ads is Important
Reduce the Appeal of Advertising
Discourage materialism
Promote critical thinking
Support communication skills
ESL Teachers Make Extensive Use ofMedia & Technology
Advertising and ESL Learning  A highly visual  form of  communication  New language  learners benefit  from talking about ...
Case StudyMichael RobbGriecoExperienced high schoolEnglish teacherThree years experienceteaching ESL learnersPhD student a...
Key Theoretical Concepts Authors     Messages    Representation    &           &              &Audiences    Meanings      ...
M+M      A+A                                        Messages & MeaningsAudience & Authors                     Critical Que...
Research Project                                             RESEARCH DESIGN                                             C...
Case Study: Observation and Interview• Explain the key questions• Discuss the questions with students• Put more emphasis o...
Teacher Selections: Print Ads
Using the CloseTechnique toSupportLanguage Use
Answers andMatchingQuestions
Analyze Ads byAnswering KeyQuestions
Students Select and Analyze Ads andCompose on the Class Website
Students Select and Analyze Ads andCompose on the Class Website
ONLINE TEST OFADVERTISING ANALYSIS       SKILLS  Pre-test – Post-Test
What is the main idea of thisad?What techniques are used toattract your attention?Who is the author of themessage in the a...
What lifestyles,values and points ofview are representedin this message?This product has not morenutrient. On the bottom o...
How can differentpeople interpret thisin different ways?The different people interpret thisad in different ways becausesom...
What information orideas are left out ofthe ad?  This product is good or bad  whether help people to be  healthy that is l...
Challenging Questions Three questions appear to be most difficult for students to answer:Subtext. What lifestyles, values ...
PEER-TO-PEER FILE SHARING                             Goals for Today’s SessionWhy advertising analysis is important for n...
Seeing, Believing & Learning to be Skeptical:Supporting Language Learning through Advertising               Analysis Activ...
Seeing, Believing and Learning to Be Skeptical: Supporting ESL Language Learning Through Advertising Analysis Acttivities
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Seeing, Believing and Learning to Be Skeptical: Supporting ESL Language Learning Through Advertising Analysis Acttivities

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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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  • Institute for Policy Innovation global music piracy causes $12.5 billion of economic losses every year, 71,060 U.S. jobs lost, a loss of $2.7 billion in workers' earnings, and a loss of $422 million in tax revenues, $291 million in personal income tax and $131 million in lost corporate income and production taxes. FORTUNATELY: ten million licensed tracks available on more than 400 different services worldwide.  That ’s great news for music fans and the industry alike.
  • Institute for Policy Innovation global music piracy causes $12.5 billion of economic losses every year, 71,060 U.S. jobs lost, a loss of $2.7 billion in workers' earnings, and a loss of $422 million in tax revenues, $291 million in personal income tax and $131 million in lost corporate income and production taxes. FORTUNATELY: ten million licensed tracks available on more than 400 different services worldwide.  That ’s great news for music fans and the industry alike.
  • Seeing, Believing and Learning to Be Skeptical: Supporting ESL Language Learning Through Advertising Analysis Acttivities

    1. 1. Seeing, Believing & Learning to be Skeptical:Supporting Language Learning through Advertising Analysis ActivitiesRenee Hobbs Haixia HeHarrington School of Visiting ScholarCommunication & Media Temple UniversityUniversity of Rhode Island School of Communications &Email: hobbs@uri.edu TheaterWeb: http://mediaeducationlab.com Email: haixia.he@temple.edu
    2. 2. PEER-TO-PEER FILE SHARING Goals for Today’s SessionWhy advertising analysis is important for new immigrants andothers learning a second languageHow one teacher designed and implemented a 4-weekmedia literacy unit focused on advertising analysis in anurban public schoolSpecific instructional techniques used to promote criticalthinking and language usagePreliminary findings from an online test of ad analysis skills
    3. 3. Learning to Analyze Ads is Important
    4. 4. Learning to Analyze Ads is Important
    5. 5. Reduce the Appeal of Advertising
    6. 6. Discourage materialism
    7. 7. Promote critical thinking
    8. 8. Support communication skills
    9. 9. ESL Teachers Make Extensive Use ofMedia & Technology
    10. 10. Advertising and ESL Learning A highly visual form of communication New language learners benefit from talking about familiar everyday messages
    11. 11. Case StudyMichael RobbGriecoExperienced high schoolEnglish teacherThree years experienceteaching ESL learnersPhD student at TempleUniversity
    12. 12. Key Theoretical Concepts Authors Messages Representation & & &Audiences Meanings Realities
    13. 13. M+M A+A Messages & MeaningsAudience & Authors Critical Questions R+R Representations & Reality
    14. 14. Research Project RESEARCH DESIGN Case study: observation and interview Pre-post measure of advertising analysis skills TREATMENT 4-week unit on advertising analysis, one hour dailySAMPLE15 new immigrants, 14 – 18 years old, in aNortheast Philadelphia public school
    15. 15. Case Study: Observation and Interview• Explain the key questions• Discuss 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
    16. 16. Teacher Selections: Print Ads
    17. 17. Using the CloseTechnique toSupportLanguage Use
    18. 18. Answers andMatchingQuestions
    19. 19. Analyze Ads byAnswering KeyQuestions
    20. 20. Students Select and Analyze Ads andCompose on the Class Website
    21. 21. Students Select and Analyze Ads andCompose on the Class Website
    22. 22. ONLINE TEST OFADVERTISING ANALYSIS SKILLS Pre-test – Post-Test
    23. 23. What is the main idea of thisad?What techniques are used toattract your attention?Who is the author of themessage in the ad?What lifestyles, value orpoint of view wererepresented in themessage?How can different peopleinterpret this ad in differentways?What information or ideasare left out of the ad?
    24. 24. What lifestyles,values and points ofview are representedin this message?This product has not morenutrient. On the bottom of the ad,Crunch product has the website.You can go this website and gotmore information about thisproduct.This message are represents alovely lifestyle because the girl uslaughing so much.
    25. 25. How can differentpeople interpret thisin different ways?The different people interpret thisad in different ways becausesomebody judge this, when youlike that.The man skin color is black, somake white people and yellowpeople thinking this ad isn’t forthem. And old people think thisad trying to say that old peoplecan’t eat this product.
    26. 26. What information orideas are left out ofthe 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.
    27. 27. 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?
    28. 28. PEER-TO-PEER FILE SHARING Goals for Today’s SessionWhy advertising analysis is important for new immigrants andothers learning a second languageHow one teacher designed and implemented a 4-weekmedia literacy unit focused on advertising analysis in anurban public schoolSpecific instructional techniques used to promote criticalthinking and language usagePreliminary findings from an online test of ad analysis skills
    29. 29. Seeing, Believing & Learning to be Skeptical:Supporting Language Learning through Advertising Analysis ActivitiesRenee Hobbs Haixia HeHarrington School of Visiting ScholarCommunication & Media Temple UniversityUniversity of Rhode Island School of Communications &Email: hobbs@uri.edu TheaterWeb: http://mediaeducationlab.com Email: haixia.he@temple.edu

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