ADVERTISING:  Taking a Closer Look



 
 
 

Introduction

Task

Process and   Resources

Evaluation

Conclusion

Teachers


 
 

Introduction

Oh!  So now you see it!  You never really noticed it before, but now you see it.  There it is again... on billboards... in magazines... on television... even radio.  What is really going on?  Why are the people drinking, smoking, and modeling in ads looking younger and younger?  Why is that athlete endorsing that product?  What are we seeing?  What's NOT being shown?  Your parents and teachers have always complained about what the media is doing to the minds of youth, but now you see it. (Click here)  Isn't there anything you can do about these media messages?  Wait. What's this?  A letter from the Office of the President of the United States!
 
 

Task (The Letter)

Dear Fellow American,

With Election 2004 just around the corner, President Bush has decided to expand his platform to appeal to teenagers, the future voters of America.  His first step in reaching out to this population is to establish the President's Teen Task Force (PTTF).  Your class has been selected to serve!! The first issue President Bush would like for you to tackle is the issue of negative media messages.  How does the media lure consumers, especially teenagers?  We would be honored if you would serve as a member of PTTF as we begin this enormous task.  Your expertise is needed.

Sincerely,

The Office of the President of the United States
 
 

Process and Resources

1.  Wow!  So let's begin.  As members of PTTF you must first familiarize yourself with some of the most popular aspects of advertising. Your teacher will divide your class into groups of four.   Each group member will choose one of the categories listed below.  Study the links for your category and use the information you glean from these links to answer the "Questions to Ask About Media Messages."  Tomorrow you and the members of your group will hold a meeting to discuss your findings.
 
 

Alcohol Advertising - Click the link below.  Then scrolll down to "Alcohol Advertising Web Sites"

http://www.med.sc.edu:1081/alcoholads.htm
 

Tobacco Advertising

http://www.med.sc.edu:1081/tobad.htm
 

Celebrities and Advertising

http://www.med.sc.edu:1081/celebrityads.htm - Read the text and "teaching ideas."  View  the pages of pictures and links.
http://www.med.sc.edu:1081/prodplacement.htm

Political Advertising

http://www.cnn.com/ALLPOLITICS/
http://go.hrw.com/eolang/medscope/module1.htm
http://www.cmagreports.com/news/news_index.asp
http://americanhistory.si.edu/presidency/4a5.html
http://www.med.sc.edu:1081/polads.jpg
 
 

2.  Today, after discussing yesterday's findings,  PTTF will learn more about propaganda.  First, study the links below that provide details about propaganda.
 
Propaganda

http://members.aol.com/MrDonnUnits/Propaganda.html#INTRO
http://www.mapinc.org/propaganda/propaganda/proptech.htm

Next,  each group member  will select one ad from each of the categories you studied yesterday.  After selecting the ad, you will do the following:

• Identify the propaganda techniques used to promote the product in the ad.
• Is the ad successful? Why or why not?
• What is the story being told in the ad (what is shown)?  What is NOT being told (what is left out)?


Discuss your findings with your group members.
 

3.  Now that the PTTF has studied some major categories of advertising and propaganda techniques, it is time to take action!  You will create the first of a series of counter advertisements. These counter ads will be commercials that we will video tape and air on the morning news program at your school.  Click the links below to find out more about counter advertising and to see examples.

 
http://adbusters.org/spoofads/tobacco/mb1/
http://www.thetruth.com/
http://www.cdc.gov/tobacco/mcrc/billboards1.htm
These are the steps:
• Choose a category and product.  Choose one of the  four categories from #1.  If you wish to do something different, clear it with the President's representative (your teacher).
• Determine your target audience.
• Write a script for your commercial that includes audio (everything that will be heard and said) and visual (everything that will be seen).
• Include five (5) propaganda techniques in your commercial.  Select techniques that will work best for your product and create a sense of cohesion in your commercial.
• Create a sample of your product (either a drawing or 3-D figure).
• Write a 2-page rationale for your counter ad which explains why your group chose the category, product, target audience, and propaganda techniques.  Explain what you hope viewers will gain from your counter ad.  Rationales must be typed.
• Practice! Practice! Practice!
• Be prepared to videotape your commercial on the date negotiated.  All videos will be aired on the morning news program over the next few weeks.  DO YOUR BEST!!

 
 

Click here to see how your counter advertisement will be evaluated.
 
 

Conclusion

Congratulations!!! Your peers loved your commercials!  You have truly made the President and teens across America proud! You raised the bar on advertising and have proven that teens and the rest of the population are not easily duped.  American citizens are conscientious and knowledgeable consumers who can discern what is positive and what may prove to be  detrimental to our society.  PTTF is off to a great start!  Begin thinking about the next issue that you would like for the task force to begin investigating.  We have LOTS of work to do!
 
 






Created by Denise Khaalid
Rock Hill School District Three
Rock Hill, SC 29731
July, 2003