Supporting Language Learning through Advertising Analysis
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The document discusses a study on using advertising analysis to support language learning. A teacher implemented a 4-week unit analyzing ads with ESL students. The unit aimed to develop critical thinking and language skills. Students analyzed print ads and composed analyses on a class website. Preliminary findings showed students struggled most with questions about subtext, diverse interpretations, and information omitted from ads.
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Supporting Language Learning through Advertising Analysis
- 1. Seeing, Believing & Learning to be Skeptical: Supporting Language Learning through Advertising Analysis Activities Renee Hobbs Haixia He Harrington School of Visiting Scholar Communication & Media Temple University University of Rhode Island School of Communications & Email: hobbs@uri.edu Theater Web: http://mediaeducationlab.com Email: haixia.he@temple.edu
- 2. PEER-TO-PEER FILE SHARING Goals for Today’s Session Why advertising analysis is important for new immigrants and others learning a second language How one teacher designed and implemented a 4-week media literacy unit focused on advertising analysis in an urban public school Specific instructional techniques used to promote critical thinking and language usage Preliminary findings from an online test of ad analysis skills
- 3. Learning to Analyze Ads is Important
- 4. Learning to Analyze Ads is Important
- 5. Reduce the Appeal of Advertising
- 9. ESL Teachers Make Extensive Use of Media & Technology
- 11. Advertising and ESL Learning A highly visual form of communication New language learners benefit from talking about familiar everyday messages
- 12. Case Study Michael RobbGrieco Experienced high school English teacher Three years experience teaching ESL learners PhD student at Temple University
- 13. Key Theoretical Concepts Authors Messages Representation & & & Audiences Meanings Realities
- 14. M+M A+A Messages & Meanings Audience & Authors Critical Questions R+R Representations & Reality
- 15. 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 daily SAMPLE 15 new immigrants, 14 – 18 years old, in a Northeast Philadelphia public school
- 16. 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
- 17. Teacher Selections: Print Ads
- 18. Using the Close Technique to Support Language Use
- 20. Analyze Ads by Answering Key Questions
- 21. Students Select and Analyze Ads and Compose on the Class Website
- 22. Students Select and Analyze Ads and Compose on the Class Website
- 23. ONLINE TEST OF ADVERTISING ANALYSIS SKILLS Pre-test – Post-Test
- 24. What is the main idea of this ad? What techniques are used to attract your attention? Who is the author of the message in the ad? What lifestyles, value or point of view were represented in the message? How can different people interpret this ad in different ways? What information or ideas are left out of the ad?
- 25. What lifestyles, values and points of view are represented in this message? This product has not more nutrient. On the bottom of the ad, Crunch product has the website. You can go this website and got more information about this product. This message are represents a lovely lifestyle because the girl us laughing so much.
- 26. How can different people interpret this in different ways? The different people interpret this ad in different ways because somebody judge this, when you like that. The man skin color is black, so make white people and yellow people thinking this ad isn’t for them. And old people think this ad trying to say that old people can’t eat this product.
- 27. What information or ideas are left out of the 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.
- 28. 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?
- 29. PEER-TO-PEER FILE SHARING Goals for Today’s Session Why advertising analysis is important for new immigrants and others learning a second language How one teacher designed and implemented a 4-week media literacy unit focused on advertising analysis in an urban public school Specific instructional techniques used to promote critical thinking and language usage Preliminary findings from an online test of ad analysis skills
- 30. Seeing, Believing & Learning to be Skeptical: Supporting Language Learning through Advertising Analysis Activities Renee Hobbs Haixia He Harrington School of Visiting Scholar Communication & Media Temple University University of Rhode Island School of Communications & Email: hobbs@uri.edu Theater Web: http://mediaeducationlab.com Email: haixia.he@temple.edu
Editor's Notes
- 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.