Essential Question:
How can we think critically about the media, and why is it important to do so?
How can we think critically about the media, and why is it important to do so?
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Download and save the document below. Use it to complete our next task:
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Task: Advertisement Analysis: Use the "five concepts of media literacy" document to analyse your chosen advertisement.
Discussion:
- What common messages are being sent to audiences of these adverts?
- What values or ideals are being reinforced?
- To what extent are these adverts reflective of society?
Essential Question:
What techniques do advertisers use to persuade and/or manipulate their audience?
What techniques do advertisers use to persuade and/or manipulate their audience?
Test your knowledge: How many of these devices can you define? Can you provide an example?
Alliteration Hyperbole Tricolon (rule of three) Use of facts Repetition Pun
Direct address of audience using second person Positive adjectives and Emotive Words Anaphora
Superlatives Rhetorical Questions Imperatives Connotation Denotation
Image (foreground, background, color, light, contrast, body positioning)
Alliteration Hyperbole Tricolon (rule of three) Use of facts Repetition Pun
Direct address of audience using second person Positive adjectives and Emotive Words Anaphora
Superlatives Rhetorical Questions Imperatives Connotation Denotation
Image (foreground, background, color, light, contrast, body positioning)
Product: the thing being advertised
Denotation: What can be seen; the literal meaning (the image/text denotes...)
Connotation: The implied meaning; what is being suggested; personal reading
Caption: The anchorage text
Task One: Using the advertisements below, practice identifying literary features within an advertisement.

annotate_an_ad_-_boxing.docx | |
File Size: | 155 kb |
File Type: | docx |

annotate_an_ad_-_aquarium.pdf | |
File Size: | 140 kb |
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Task Two: After annotating both advertisements, choose one to complete a practice analysis. Fill in the chart below with your responses.
Questions to consider when annotating and analysing:
Questions to consider when annotating and analysing:
- What features have been used (visual, structural, language)?
- Effect: Why has that feature been used?
- Effect: What message is communicated through the advertisement?
- How does the feature help to achieve the purpose of the advertisement?
- Why might that feature connect with the target audience?

advert_analysis_chart.docx | |
File Size: | 459 kb |
File Type: | docx |
Rhetorical and Advertising Strategies
Task: Take notes on the following strategies used in advertising.
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Task: Chose a commercial from the list and complete the following activities. Keep in mind that there will likely be more than one persuasive and advertising technique used in each commercial.
- Identify which persuasive techniques (pathos, ethos, logos) are being used - there may be more than one. Explain why you have identified this technique.
- Identify which of the 8 advertising techniques is being used. Explain why.
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Mini Further Oral Activity
Goal: To practice oral analysis of a text.
Task: Choose a commercial and analyse the various techniques utilised by the advertisers.
Success Criteria/Checklist
Mini FOA presentations on Tuesday, 3 October during block 8 .
You will have block 7 to finish your preparations and practice
Goal: To practice oral analysis of a text.
Task: Choose a commercial and analyse the various techniques utilised by the advertisers.
Success Criteria/Checklist
- Choose a commercial from the list or bring in one of your own
- Identify the product, purpose, and target audience (consider demographics like age, place, socoeconomic status, race etc.)
- Identify and analyse the use and effect of literary techniques (alliteration, imperative, rhetorical question etc.)
- Identify and analyse the use and effect of rhetorical techniques (pathos, ethos, logos)
- Identify and analyse the effect of the advertising technique(s)
- Create a 3-5 slide Google PPT to accompany your ideas
- Each slide must contain 10 words or less
- Embed the commercial into your slideshow
Mini FOA presentations on Tuesday, 3 October during block 8 .
You will have block 7 to finish your preparations and practice

lang_lit_hl_foa.docx | |
File Size: | 17 kb |
File Type: | docx |
In the fashion world, the depiction of sex is often used to sell products. One could argue that 'sex' is a stylistic device commonly found in print ads. However, ads that include sexually charged images and language may have an adverse effect on social values and norms. Today we will view the film ‘Killing Me Softly 4’ by Jean Killbourne.
Task: View the film "Killing Us Softly 4" by Jean Kilbourne and take notes on the following question and topics:
According to this film, what are the adverse effects of including sex in advertising?
Note* If you wish to view this documentary again, you will need to search for it. In class, we will use an approved institution log in for the video.
Definitions:
Objectify: to treat (someone) as an object rather than as a person
Eroticism: sexual desire or excitement
Commodify: to treat (something that cannot be owned or that everyone has a right to) like a product that can be bought and sold
Trivilise: to make (something) seem less important or serious than it actually is
Infantilize: to treat (someone) like a baby or a child
Task: View the film "Killing Us Softly 4" by Jean Kilbourne and take notes on the following question and topics:
According to this film, what are the adverse effects of including sex in advertising?
- The objectification of women
- Eroticism of violence
- Commodification of sex
- The trivialization of sex
- Infantilism of sex
Note* If you wish to view this documentary again, you will need to search for it. In class, we will use an approved institution log in for the video.
Definitions:
Objectify: to treat (someone) as an object rather than as a person
Eroticism: sexual desire or excitement
Commodify: to treat (something that cannot be owned or that everyone has a right to) like a product that can be bought and sold
Trivilise: to make (something) seem less important or serious than it actually is
Infantilize: to treat (someone) like a baby or a child

sex_in_advertising_note_sheet.docx | |
File Size: | 674 kb |
File Type: | docx |
Task: After watching the documentary, download the analysis chart below and work through each advertisement on the slide.

sex_in_advertising_analysis_chart.docx | |
File Size: | 717 kb |
File Type: | docx |
Mise en Scene / Image Analysis

mise_en_scene_terminology.pdf | |
File Size: | 845 kb |
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mise_en_scene_example.pdf | |
File Size: | 842 kb |
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Essential Question:
- How and why is a social group represented in a particular way?
- Which social groups are marginalized, excluded or silenced within the text?
Click HERE to access the advertisements
Task: Using your image analysis, respond to ONE of the Written Task 2 questions from the "Power and Privilege" section.
Success Criteria:
Success Criteria:
- I have narrowed down what the term "social group" means for my advertisement.
- My topic sentence focuses on a big idea about the social group.
- I utilize mise èn scene terminology in my analysis.
- I describe each aspect of the image in a concise manner.
- I analyze the use and effect of each aspect of the image.
- I discuss how my analysis supports the argument in the topic sentence.
The Ethics of Advertising to Children
ethics (n): moral principles that govern a person's behaviour or the conducting of an activity.
Essential Question:
Is it ethical to target children through advertisements?
Essential Question:
Is it ethical to target children through advertisements?
- What types of advertisements do you remember from when you were a child?
- As you watch the video, write down the arguments they make against advertising to children.
Task: Read one of the following articles that discusses advertising to children. In the joint Google doc, take notes on the following questions.
- What arguments are presented by the article either for or against advertising to children? Do you agree or disagree with the arguments posed?
- What techniques do advertisers use to target children?
The Guardian: The Tricky Business of Advertising to Children
Common Sense Media: Advertising to Children and Teens (click "download the full report")
The Economist: Cookie Monster Crumbles
American Psychological Association: Report of the APA Task Force on Advertising and Children
Sign of the Times: Why A Mighty Girl Supports Gender-Neutral Toy Signage
Extra resource: Sneaky Ways Advertisers Target Kids
Writing Task: Is it ethical to target children in advertising? Write a journal response using at least one piece of evidence from the joint Google Doc to support your ideas.
Task: Choose one of the commercials below to watch. Respond to the following questions in your journals:
- What is the product?
- How is the company targeting children?
- What arguments could someone make against this advertisement? In other words, what 'harm' could this advertisement be doing to children?
- Is this type of advertising ethical? Do you see any problems with it?
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Essential Question
How have tobacco companies targeted children through marketing and advertising?
Is it ethical to target children through advertisements?
How have tobacco companies targeted children through marketing and advertising?
Is it ethical to target children through advertisements?

Joe Camel:
Officially called Old Joe by its makers, the cartoon mascot Joe Camel first advertised Camel cigarettes in 1974 in France. British artist Billy Coulton was responsible for shaping his appearance. Joe was then rediscovered in the US for a campaign for Camel's 75th anniversary in 1988. Then, in 1991, the campaign was criticized by the Journal of the American Medical Association. They published a study showing that among young children, Joe Camel was recognized more than the Flintstones, or Mickey Mouse, alleging that the campaign was targeted at kids. The campaign makers refused to give in at first and denied the allegations, but finally cancelled Joe Camel in 1997. Indeed, a 1974 presentation by the marketing team behind the campaign -- R.J. Reynolds -- stated that the "young adult market ... represent[s] tomorrow's cigarette business".
Source
Officially called Old Joe by its makers, the cartoon mascot Joe Camel first advertised Camel cigarettes in 1974 in France. British artist Billy Coulton was responsible for shaping his appearance. Joe was then rediscovered in the US for a campaign for Camel's 75th anniversary in 1988. Then, in 1991, the campaign was criticized by the Journal of the American Medical Association. They published a study showing that among young children, Joe Camel was recognized more than the Flintstones, or Mickey Mouse, alleging that the campaign was targeted at kids. The campaign makers refused to give in at first and denied the allegations, but finally cancelled Joe Camel in 1997. Indeed, a 1974 presentation by the marketing team behind the campaign -- R.J. Reynolds -- stated that the "young adult market ... represent[s] tomorrow's cigarette business".
Source
Task One
1. Browse the Joe Camel adverts from the 1980s and 1990s to familiarize yourself with the campaign to see Camel cigarettes.
1. Browse the Joe Camel adverts from the 1980s and 1990s to familiarize yourself with the campaign to see Camel cigarettes.
- What do you notice about the ads? What approach are the marketers taking?
2. Watch both videos. What do you notice? What approach are the marketers taking?
Winston's Cigarette Commercial - 1961
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California Public Service Announcement 2015
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Journal writing and discussion:
Task Two
Several studies have been conducted in the 90s and today about the impact of advertising on children, specifically regarding tobacco. With your group, read your assigned document and discuss the findings.
Study 1: In 1991, the Journal of the American Medical Association (JAMA) published a study called, "Brand Logo Recognition by Children Aged 3 to 6 Years: Mickey Mouse and Old Joe the Camel." It was one of the first studies to call Joe Camel into question. Read the abstract for the article below:
SOURCE
Objective. —Little is known about the influence of advertising on very young children. We, therefore, measured product logo recognition by subjects aged 3 to 6 years.
Design. —Children were instructed to match logos with one of 12 products pictured on a game board. Twenty-two logos were tested, including those representing children's products, adult products, and those for two popular cigarette brands (Camel and Marlboro).
Setting. —Preschools in Augusta and Atlanta, Ga.
Participants. —A convenience sample of 229 children attending preschool.
Results. —The children demonstrated high rates of logo recognition. When analyzed by product category, the level of recognition of cigarette logos was intermediate between children's and adult products. The recognition rates of The Disney Channel logo and Old Joe (the cartoon character promoting Camel cigarettes) were highest in their respective product categories. Recognition rates increased with age. Approximately 30% of 3-year-old children correctly matched Old Joe with a picture of a cigarette compared with 91.3% of 6-year-old children.
Conclusion. —Very young children see, understand, and remember advertising. Given the serious health consequences of smoking, the exposure of children to environmental tobacco advertising may represent an important health risk and should be studied further.
Study 2: Download the PDF below. Feel free to read the whole study, if you wish. However, the only required reading section is the "Children 's Recognition of Trade Characters" heading in the Discussion and Conclusion section on page 67.
- How have tobacco companies targeted children through marketing and advertising? Use specific examples from the texts above.
- Do you think Joe Camel and Winston Cigarettes manipulate children?
Task Two
Several studies have been conducted in the 90s and today about the impact of advertising on children, specifically regarding tobacco. With your group, read your assigned document and discuss the findings.
- What is the study about?
- What did the study find?
- In your opinion, does this study display evidence of manipulation of children through advertising? Explain.
Study 1: In 1991, the Journal of the American Medical Association (JAMA) published a study called, "Brand Logo Recognition by Children Aged 3 to 6 Years: Mickey Mouse and Old Joe the Camel." It was one of the first studies to call Joe Camel into question. Read the abstract for the article below:
SOURCE
Objective. —Little is known about the influence of advertising on very young children. We, therefore, measured product logo recognition by subjects aged 3 to 6 years.
Design. —Children were instructed to match logos with one of 12 products pictured on a game board. Twenty-two logos were tested, including those representing children's products, adult products, and those for two popular cigarette brands (Camel and Marlboro).
Setting. —Preschools in Augusta and Atlanta, Ga.
Participants. —A convenience sample of 229 children attending preschool.
Results. —The children demonstrated high rates of logo recognition. When analyzed by product category, the level of recognition of cigarette logos was intermediate between children's and adult products. The recognition rates of The Disney Channel logo and Old Joe (the cartoon character promoting Camel cigarettes) were highest in their respective product categories. Recognition rates increased with age. Approximately 30% of 3-year-old children correctly matched Old Joe with a picture of a cigarette compared with 91.3% of 6-year-old children.
Conclusion. —Very young children see, understand, and remember advertising. Given the serious health consequences of smoking, the exposure of children to environmental tobacco advertising may represent an important health risk and should be studied further.
Study 2: Download the PDF below. Feel free to read the whole study, if you wish. However, the only required reading section is the "Children 's Recognition of Trade Characters" heading in the Discussion and Conclusion section on page 67.

advertising-_the_relationship_between_cartoon_trade_character_recognition_and_attitude_toward_product_category_in_young_children_.pdf | |
File Size: | 766 kb |
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Response to a question: Respond to the question below. Keep the facts in mind as you are formulating your response.
- Based on what you have discovered today, is it ethical to advertise to children? Use specific examples from the studies and the images/videos above.