1. WHAT IS MEDIA LITERACY?
MODULE 2: Advertising

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. 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
http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm
• AVANTE GARDE: Implies that using this
product/service puts the consumer “ahead of the
times”.
• Encourages consumers to be “the first”
• FACTS/FIGURES: Statistics and factual information
that proves the superiority of a product/service.
• WEASEL WORDS: Words that suggest a positive
meaning without actually making a guarantee.
• MAGIC INGREDIENTS: Claims that “some almost
miraculous discovery” will make this
product/service “exceptionally effective”.

8. Advertising Techniques
• PATRIOTISM: Implying that this product/service
“shows your love of your country”.
• Bragging that the product is made in America.
• DIVERSION: These ads appear to tackle a
problem, but then throw in an emotional
distraction.
• TRANSFER: Words with positive connotations that
can suggest positive qualities should be associated
with the product/service.
• PLAIN FOLKS: The product/service is practical, of
good value, and for “ordinary people”.

9. Advertising Techniques
• SNOB APPEAL: Using this product/service will
make the consumer “part of an elite group with a
luxurious and glamorous life style.
• BRIBERY: Giving a “desirable extra something”;
most consumers tend to be greedy.
• TESTIMONIAL: A celebrity or famous personality
endorses the product/service.
• WIT AND HUMOR: Making the audience laugh or
entertaining them with “clever use of visuals or
language” is likely to attract consumers.

10. Advertising Techniques
• SIMPLE SOLUTIONS: Avoiding complexities and
“attacking many problems to one solution”.
• CARD STACKING: “Stacking the cards in favor of
the product”; Stressing the positive qualities of the
product/service and ignoring the negative.
• GLITTERING GENERALITIES: Using appealing
words and images to sell the product/service.
• BANDWAGON: “Exploiting the desire of most
people to join the crowd or be on the winning side”;
The popularity of a product is important to most.

11. Advertising Techniques
• Every advertisement that you see, whether it is printed
in a magazine or on a billboard, or a commercial on
T.V., is very well thought out by the company and
advertisers. No part of the advertisement is a mistake!
• With this in mind, it is important to be media literate in
terms of advertisements. If you do not understand the
techniques previously listed, it is more likely that you
will be manipulated into purchasing a product/service
because of it’s advertisements.
• Each day the average consumer is bombarded with 5,000 ADS!!

12. What are Advertisements Even Selling?
• The majority of advertisements do not even sell
the product/service, rather they try to sell
“what people want”.
▫ Associate some kind of good quality with the
product/service.
▫ Use sexual appeal and the physical appearance
and attractiveness of men and women.
• Advertisements largely focus on what the
product/service will bring you, with an idea that
is unrelated.

13. Advertisement Examples
• In 1971, the McDonald’s campaign “You deserve a break
today” was released.
▫ Advertising Age called it the number 1 jingle.
• Creator Keith Reinhard said that “the consumer was not
looking for a better hamburger. They were looking for a
break.”
▫ Rather than selling McDonald’s food, the campaign sold the
idea of getting “a break” when you purchase McDonald’s.
http://www.youtube.com/watch?v=XKR1ScQUpcA
(Moeller, JOUR175 LECTURE)

14. Advertisement Examples
These advertisements barely mention or show the product/service they are “selling”.

15. Advertisement Examples
Selling the idea that if you buy this product, you will look like the models, live
this glamorous life style, get an attractive female by your side, etc.

16. 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 mentioned prior and discuss whether the
campaign sells the product/service or other qualities
that would come along with purchasing the
product/service.