3 What do these all have in common? They entertain us with stories, music and all manners of artThey inform us about our worldThey allow us to communicate with one anotherThey allow us to store, process and analyze data
4 Consider the movies for the Transformers Consider the movies for the Transformers. They took a popular cartoon from a generation ago and updated it for today 's generation of kids....Would it surprise you to know the original cartoon was created merely as an advertisement for Hasbro to entice kids to buy toys?
5 All these media have something else in common... It is paid for with advertising!
7 From waiting for the bus, to crossing the street, surfing the net, or sponsorships of everything from Nascar drivers to student laptops!
8 You may have even paid a lot of money to advertise for companies that charge you more for their goods because there's an advertisement on them!
9 Corporations may use recognizable characters to put a “friendly human face” on a business…
10 Are young children likely to suspect that characters like these would... Sell food tainted with e. coli?Market alcohol to underage drinkers?Market a product to youngsters that promotes lung cancer?Sell a drink aimed at children with so much sugar that over time, it could help promote diabetes?*Click on bullets above for supporting information
12 Ads can appeal to our sense of patriotism, as seen in these WWII ads… The one on the left suggests the phone company provided a poorer level of service……so there would be more materials for the war! How do the other two seek the same effect?
21 Consider this ad for Wal-Mart It claims that Wal-Mart helps the communities it enters…
22 …when among other things, Walmart has been found to save millions of dollars in tax money that U.S. states would use toward things like education, by setting up companies to OWN the land its stores are on and rent the buildings – TO ITSELF!Click here for sourceWhat does all this mean?
23 Only YOU can think for you Don't let others do your thinkingfor youUnderstand the literal and the implied messages in the world around you!Ask questions, and be critical of ideas that don't fit with your idea of what is right!
24 Gr. 8 Language Arts Curriculum Expectations addressed by this assignment: L.A. Curriculum, p. 13:“Students’ repertoire of communication skills should include the ability to critically interpretthe messages they receive through the various media and to use these media to communicatetheir own ideas effectively as well. Skills related to high-tech media such as the Internet, film, and television are particularly important because of the power and pervasive influence these media wield in our lives and in society. Becoming conversant with these and other media can greatly expand the range of information sources available to students, their expressive and communicative capabilities, and their career opportunities.To develop their media literacy skills, students should have opportunities to view,analyse, and discuss a wide variety of media texts and relate them to their own experience.”L.A. Curriculum, p. 29:“In language, students are encouraged from a very early age to develop their ability to ask questions and to explore a variety of possible answers to those questions… As they advance through the grades, they acquire the skills to locate relevant information from a variety of sources, such as books, newspapers, dictionaries, encyclopaedias, interviews, videos, and the Internet. The questioning they practised in the early grades becomes more sophisticated as they learn that all sources of information have a particular point of view and that the recipient of the information has a responsibility to evaluate it, determine its validity and relevance, and use it in appropriate ways.”
25 MediaMaking Inferences/Interpreting Messages1.2 interpret increasingly complex or difficult media texts, using overt and implied messages as evidence for their interpretations (e.g. students to evaluate the text in a website, and determine whether it is both relevant to their thesis argument, and unbiased information)Responding to and Evaluating Texts1.3 evaluate the effectiveness of the presentation and treatment of ideas, information, themes, opinions, issues, and/or experiences in media texts (e.g. use of the checklist to evaluate bias)Point of View1.5 demonstrate understanding that different media texts reflect different points of view and that some texts reflect multiple points of view Conventions and Techniques2.2 identify the conventions and techniques used in a variety of media forms and explain how they help convey meaning and influence or engage the audience (e.g using the criteria of the checklist to evaluate a website for bias.ReadingExtending Understanding1.6 extend understanding of texts, including increasingly complex or difficult texts, by connecting the ideas in them to their own knowledge, experience, and insights, to other texts, and to the world around them (e.g. connect content of the ads with their own experiences and determine the ad’s message and credibility) Point of View1.9 identify the point of view presented in texts, including increasingly complex or difficult texts; give evidence of any biases they may contain; and suggest other possible perspectives
26 Acknowledgements… Thank you to: Youtube.com and its usersThe Wall Street JournalThe film, “The Corporation,” which inspired a good deal of this researchcherryflava.com and adflip.com – both excellent sources of print advertising mediaApologies to Kool-Aid, which now makes “Kool-Aid Jammers,” which apparently are a great drink for diabetics!(The same can not be said about the cup-of-sugar variety I drank as a kid!)Note: Mr. Fuerth does not endorse any links Youtube may embed in its videos.Copyright laws claim reproduction of a particular media work may be considered “fair,” for such use as criticism, comment, news reporting, teaching, etc.