Introduction
Media literacy is your ability to analyze and evaluate the things we see online, in movies, on television, in magazines, and in many other media forms. One part of media literacy is developing the ability to take a critical look at advertisements so that you can understand how advertisements are constructed as well as how to interpret their messages. What are some of the strategies used to create advertisements? How do professionals use these techniques to persuade you? Is there an element of bias in an advertisement you've recently seen? In this WebQuest, you will explore advertising strategies, understand how they are used to get their messages across, and evaluate how bias can play a role in advertising.
Task
Your job in this WebQuest is to expand your media literacy. You will learn about advertising techniques and investigate their use. You'll take a look at stereotyping as one type of bias in advertising.
TASK #1 As you click on the links, answer the questions in Google Docs in the file labeled "Media Literacy Webquest."
TASK #2 Once you've answered the questions, select a print advertisement from a magazine to evaluate. Using a worksheet, you'll describe the elements of the print ad and describe the biases you observe. The purpose of this evaluation is to help you become more informed about advertising techniques and bias in order to make you a better consumer of advertising and the products and services they promote.
Process
First, create a Google Docs document to answer the questions. Be sure to title the document "Media Literacy Webquest." When completed, share with your teacher: tbje28919@edu.ucl.dk
Next, watch these two videos and answer the questions at the end of each:
https://www.youtube.com/watch?v=bBP_kswrtrw – Watch the video to understand what is considered media. Complete the assignment at the end of the video in your notes.
https://www.youtube.com/watch?list=UU_jQ4vYf-WPf4_5eSdGABWQ&v=RdkH0GwJy6A - Watch the video to gain an understanding of the commercial implications of media. Complete the assignment at the end of the video in your notes. Next, read through the following questions before you begin your Internet research. As you explore each site, look for answers to the questions.
Questions about Evaluating Bias in Consumer Product Advertisements. Copy and paste the questions into your Google Doc. Then answer the questions.
- What strategies do professional groups use to create “good ads”? Which strategies have the potential to introduce bias? Why?
- What are the strategies that advertisers use to get your attention? List them all (and be sure to read examples of each). Think of an example of an advertisement that uses one of these strategies. Describe the ad and how it uses this strategy.
- What are the elements of a magazine advertisement? How do they work to persuade the reader?
- What is stereotyping? Why is stereotyping a problem?
- Some types of advertising contain the ad creator’s perspective. What is propaganda? What is the difference between information and propaganda?
Here is some information that can help you answer the questions. :)
http://library.ship.edu/c.php?g=21532&p=126285 - Advertising techniques
http://www.slideshare.net/DanielleOser/elements-of-advertisements Elements of Advertisements
https://quizlet.com/20439570/common-advertising-techniques-flash-cards/ - commonly used advertising techniques.
https://www.youtube.com/watch?v=9ejTf0iu6yY - propaganda, and bias
Good luck :D