Media Awareness I: The Basics of Advertising
How are consumers influenced by media marketing?
In this 6-8 lesson, students will examine the influence of advertising from past and present-day products. Students apply design principles to illustrate a product with background and foreground. This is the first lesson designed to accompany the media awareness unit.
Lesson Content
Learning Objectives
Students will:
Analyze print, video, and audio advertisements.
Evaluate the influence that advertising exerts on people through the media.
Interpret the purpose of advertising and what the term “target audience” means.
Discuss interpretations and inferences from product or service advertisements.
Use principles of art and design to create an advertisement of their own.
Demonstrate an illustration with background and foreground.
Standards Alignment
Demonstrate openness in trying new ideas, materials, methods, and approaches in making works of art and design.
Demonstrate persistence in developing skills with various materials, methods, and approaches in creating works of art or design.
Demonstrate willingness to experiment, innovate, and take risks to pursue ideas, forms, and meanings that emerge in the process of artmaking or designing
Reflect on whether personal artwork conveys the intended meaning and revise accordingly
Reflect on and explain important information about personal artwork in an artist statement or another format.
Apply relevant criteria to examine, reflect on, and plan revisions for a work of art or design in progress.
Analyze ways that visual components and cultural associations suggested by images influence ideas, emotions, and actions.
Analyze multiple ways that images influence specific audiences.
Compare and contrast contexts and media in which viewers encounter images that influence ideas, emotions, and actions.
Interpret art by distinguishing between relevant and non-relevant contextual information and analyzing subject matter, characteristics of form and structure, and use of media to identify ideas and mood conveyed.
Interpret art by analyzing artmaking approaches, the characteristics of form and structure, relevant contextual information, subject matter, and use of media to identify ideas and mood conveyed.
Interpret art by analyzing how the interaction of subject matter, characteristics of form and structure, use of media, artmaking approaches, and relevant contextual information contributes to understanding messages or ideas and mood conveyed.
Identify, describe, and analyze how message and meaning are created by components in media artworks.
Describe, compare, and analyze the qualities of and relationships between the components in media artworks.
Compare, contrast, and analyze the qualities of and relationships between the components and style in media artworks.
Analyze the intent of a variety of media artworks, using given criteria.
Analyze the intent and meaning of a variety of media artworks, using self developed criteria.
Analyze the intent and meanings of a variety of media artworks, focusing on intentions, forms, and various contexts.
Research and show how media artworks and ideas relate to personal life, and social, community, and cultural situations, such as personal identity, history, and entertainment.
Research and demonstrate how media artworks and ideas relate to various situations, purposes and values, such as community, vocations, and social media.
Demonstrate and explain how media artworks and ideas relate to various contexts, purposes, and values, such as democracy, environment, and connecting people and places.
Engage effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grade 6 topics, texts, and issues, building on others' ideas and expressing their own clearly.
Come to discussions prepared, having read or studied required material; explicitly draw on that preparation by referring to evidence on the topic, text, or issue to probe and reflect on ideas under discussion.
Follow rules for collegial discussions, set specific goals and deadlines, and define individual roles as needed.
Pose and respond to specific questions with elaboration and detail by making comments that contribute to the topic, text, or issue under discussion.
Review the key ideas expressed and demonstrate understanding of multiple perspectives through reflection and paraphrasing.
Interpret information presented in diverse media and formats (e.g., visually, quantitatively, orally) and explain how it contributes to a topic, text, or issue under study.
Engage effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grade 7 topics, texts, and issues, building on others' ideas and expressing their own clearly.
Come to discussions prepared, having read or researched material under study; explicitly draw on that preparation by referring to evidence on the topic, text, or issue to probe and reflect on ideas under discussion.
Follow rules for collegial discussions, track progress toward specific goals and deadlines, and define individual roles as needed.
Pose questions that elicit elaboration and respond to others' questions and comments with relevant observations and ideas that bring the discussion back on topic as needed.
Acknowledge new information expressed by others and, when warranted, modify their own views.
Analyze the main ideas and supporting details presented in diverse media and formats (e.g., visually, quantitatively, orally) and explain how the ideas clarify a topic, text, or issue under study.
Engage effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grade 8 topics, texts, and issues, building on others' ideas and expressing their own clearly.
Come to discussions prepared, having read or researched material under study; explicitly draw on that preparation by referring to evidence on the topic, text, or issue to probe and reflect on ideas under discussion.
Follow rules for collegial discussions and decision-making, track progress toward specific goals and deadlines, and define individual roles as needed.
Pose questions that connect the ideas of several speakers and respond to others' questions and comments with relevant evidence, observations, and ideas.
Acknowledge new information expressed by others, and, when warranted, qualify or justify their own views in light of the evidence presented.
Analyze the purpose of information presented in diverse media and formats (e.g., visually, quantitatively, orally) and evaluate the motives (e.g., social, commercial, political) behind its presentation.
Recommended Student Materials
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Students should have a basic understanding of advertising and their favorite products.
Accessibility Notes
Provide preferential seating and captions for visual presentations. Give students the option to create an audio advertisement as opposed to a visual one.
Engage
Display a few children’s products (games, cereals, toys, devices, DVDs, etc.) around the classroom. Ask students to “turn and talk” and answer the following question: What is one of your favorite products and why?
Initiate a class discussion in which each student shares what they like/dislike about their product.
Have all students brainstorm different categories of kid-oriented products. Create a “t-chart” with a running list of these products on one side, then write down the reasons for valuing each item on the other.
Introduce students to the three-part lesson on advertising.Ask students, who have heard of the term “advertising?” How is advertising related to the product we listed on the “t-chart?”
Build
Distribute or display the resource, . Review the basics of advertising and marketing and inform the students that they will be using their knowledge to create an advertisement for their favorite kid-oriented product.
Show the students examples of print and video ads from the . Be mindful of any students that may need one type of advertisement over the other. See “Accessibility Accommodations” for modifications.
Begin a discussion about advertisements. Ask: Would you want to buy this product? If so, what about the advertisement caught your attention? Who is the target audience for the advertisement? How do you know? Based on the resource, which marketing techniques do the advertisements use?
Ask students to bring a favorite product from home. This can include food, a toy, or any product they enjoy.
Apply
Have students divide into pairs or small groups and temporarily exchange with one another their product and the associated advertisement. This discussion will promote an enhanced understanding of advertising and the effect it can have on the audience. If for any reason the student does not have a product, allow them to choose a product from the teacher’s collection or one on the web.
Display the and encourage students to elaborate on their product.
Allow students approximately 5 – 10 minutes to discuss their products. Then, ask each group to summarize their discussion points.
Reflect
Distribute the resource to students and review the . Explain to students that the class will only focus on a few of the elements and principles for the next activity (students will draw his/her item from observation).
Model the concept of using overlapping lines to create the illusion of foreground/background space in the picture plane. Show students the to analyze the foreground/background space illusion technique. Also, do a quick sketch to illustrate the process in detail. The background will then be drawn in to show where the item is usually kept at home (shelf, drawer, etc.).
Explain to students that this drawing will become an advertisement for their product.
Distribute 18” x 12” newsprint paper and pencils and have students begin their drawings. Allow sufficient time for students to complete the assignment. Offer additional modeling and feedback for students who need support. Encourage them to collaborate with their classmates for constructive feedback.
Assess students’ knowledge with a written response. Have students compare the various choices made in the placement of the object on the page and the principle of balance.
Collect drawings, as students will use these drawings as a springboard during the next lesson.
Ask students to bring in an example of an advertisement for a product to discuss during the next lesson.
Extend
Using their notes from the discussion on kid-oriented products, students will expand upon their knowledge by researching various advertisements for the products they listed (games, CDs, interactive toys, etc.). Using a double-sided journal entry, each student will choose one type of product and then record the characteristics of the product’s advertisement. The ads can be television, radio, internet, or print ads. During the next lesson, have students report their findings.
Have students review Digital Marketing strategies and infographic advertisements by visiting age-appropriate websites. Then have them create their own digital add or infographic using , , or a graphic design tool like . This activity helps students to compare and contrast various websites and how they use marketing to attract consumers.
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In this 6-8 lesson, students will continue the exploration of advertising and media awareness. Students will examine the purpose, target audience, and value of advertisements. Students will then create original, hand-drawn advertisements. This is the second lesson designed to accompany the media awareness unit.
In this 6-8 lesson, students will develop and market a new children’s product. They will apply advertising design strategies to market their product. This is the third lesson designed to accompany the media awareness unit.
Audio, video, animation, photography, and technology. From Depression-era images that captured the attention of a nation, to student-produced videos on local artists, to how to make your own blood and guts special effects, explore the ever-changing world of media arts.
Media Arts
Kennedy Center Education Digital Learning
Eric Friedman Director, Digital Learning
Kenny Neal Manager, Digital Education Resources
Tiffany A. Bryant Manager, Operations and Audience Engagement
JoDee Scissors Content Specialist, Digital Learning
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