Introduction
Media Literacy
Media literacy is the ability to analyze and evaluate the messages we see in movies, television shows, magazines, newspapers, online, and in other forms of media. One part of media literacy is developing the ability to take a critical look at advertisements, so 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 the 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 After your research, answer the questions about Evaluating Bias in Consumer Product Advertisements in Google Docs. Share with your teacher.
TASK #2 Once you've conducted some research to increase your knowledge of advertising and bias, select a print advertisement to evaluate. Using a worksheet, you'll describe the elements of the print ad and describe 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.
Worksheet PDF :
http://glencoe.com/sec/science/webquest/content/pdfs/unit1worksheet.pdf
Process
First, read through the following set of questions before you begin your Internet research. As you explore each site, look for answers to the questions. Take Notes!
Create a Google Docs document to answer the questions. When completed, share with your teacher: jmims@summitnyack.com OR lmingone@summitnyack.com
Questions about Evaluating Bias in Consumer Product Advertisements
- What are some strategies that professional groups use to create “good ads”? Which strategies have the potential to introduce bias? Why?
- What is a strategy that advertisers use to gain your attention? Think of an example of an advertisement that uses this strategy. Describe the ad and its 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?
Resources - WebQuest
Look at these web sites to find the information that will help you answer questions about bias in product advertising and to gather information to use for your advertisement evaluation. Remember to take notes!
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 commercial implications of media. Complete the assignment at the end of the video in your notes.
http://library.ship.edu/c.php?g=21532&p=126285 - Review the website and click on the advertisment examples to gain an understanding of Persuasive Techniques in Advertising.
http://www.slideshare.net/DanielleOser/elements-of-advertisements
Make the Powerpoint Full Screen before beginning. Look through the Powerpoint slides on the elements of advertising.
http://pbskids.org/dontbuyit/advertisingtricks/
betheaddetective_1.html - Visit the Don't Buy It pages at PBSKids.com to investigate where and why companies place advertisements.
https://quizlet.com/20439570/common-advertising-techniques-flash-cards/ - Read the definitions of commonly used advertising techniques.
https://bconline.broward.edu/shared/CollegeReadiness/Reading/U08_FactOpBias/U08_FactOpBias_print.html - Review this page to understand the difference between fact, opinion, and bias.
https://www.youtube.com/watch?v=9ejTf0iu6yY - Watch the video to understand how propoganda and bias is used in media.
http://www.genderbiasbingo.com/gender-bias/#.V989sWgrK00 - Review the website to gain an understanding of gender bias.
http://www.youtube.com/watch?v=P1iQAadkv3w – Watch the video to understand the difference between fact and opinion
Evaluation
TASK #1 After your research, answer the questions about Evaluating Bias in Consumer Product Advertisements in Google Docs. Share with your teacher. You will be assessed on your ability to apply what you have learned from the WebQuest to answer the questions.
TASK #2 Select a printed advertisement from one of these sources:
- Local or national newspapers
- Magazines
- Periodicals
- Organization newsletters
Use the worksheet provided by your teacher to evaluate the information in the advertisement. Describe the techniques included in the ad and address the biases that are specifically represented. You will be assessed on your ability to apply what you have learned in the WebQuest.
Conclusion
As a reminder if you need help navigating the websites ask Ms. Jackie or Ms. Lisa!
Summit School Chromebook policy: Make sure to only research the websites provided by the teachers. All activity on the Chromebooks is linked to your student account.
Good Luck on your quest to learn about media literacy!
