2. Lesson Outcomes
• In this lesson students will:
▫ Look at the relationship between media literacy
and advertising.
▫ Understand the definition of advertising and how
to evaluate different advertisements.
▫ Learn common techniques used to advertise.
3. Introductory Discussion
• Now that you have a basic understanding of
media literacy, think about how it is relevant to
advertising in our society.
• Discuss your thoughts among the class.
4. What is Advertising?
• According to dictionary.com, Advertising is “the
act or practice of calling public attention to one’s
product, service, need, etc.”
▫ “Especially by paid announcements in newspapers
and magazines, over radio or television, on
billboards, etc.”
• Advertising is primarily done through different
aspects of the media, which brings in the need
for media literacy.
5. Class Activity
• Pair up with another student. You will be given two magazines
of different genres and you will flip through each looking for
advertisements. Find examples of three advertisements that
portray different products/services, genders, races, etc.
• Now, write a summary for each ad with your partner about
what each advertisement is selling and the techniques that
you think the company is using to entice consumers.
• Think critically about each advertisement and put yourself in
the place of the company.
6. Class Activity Continued
• Evaluating Advertisements:
▫ Here are some questions you should’ve thought
about while analyzing your advertisements:
What is the product/service is being advertised?
Who made this advertisement/who is selling it?
What is the message for consumers?
Is it possible for different people to get a different
message out of the advertisement? For example,
does the advertisement work differently for men vs.
women? Older ages vs. younger ages?
7. Advertising Techniques
• I have notes on this from a prior journalism class
on advertising that I will get and put in while
home for break!!
• Additionally, I will add a few more slides once I
get to look at these notes again and decide what
is most important for media literacy.
8. Assignment 2:
• Choose a well-known advertising campaign that
has been running for at least 10-15 years. Look
back at the company’s advertising history and
write a two page essay about how the company
has changed its advertising campaign to adapt to
the evolving technology.
• Be sure to incorporate the relevant advertising
techniques discussed earlier.
