2 October 2008
Socrates Takes on Madison Avenue
Posted by admin under: media .
Pretend you are Socrates and ask these questions about advertising:
- Who paid for the ad?
- Why does the company need to advertise?
- What group is targeted by the ad?
- What about the ad leads one to that conclusion?
- What is the ad’s “text” and “subtext?”
- What kind of culture(s) does the example create?
- What value(s) is reinforced?
- What techniques of persuasion are used?
- What is not told? What related stories are missing?
- How does the example try to move emotions? Is it simple/complex? Is it logical?
- Is it closer to fantasy or reality?
- Does it use stereotypes?
- In what ways does this depict a lifestyle that is healthy and unhealthy?
McCannon also encourages giving kids the opportunity to make media themselves to gain a deeper understanding of how media work. A class with younger children might involve creating a cereal box that makes kids want to buy the cereal, while older kids can make videos.
“The trick is to get them to make media about something that informs them and causes them to recognize that communicating something of value is important,” he says.
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