Advertising+as+Media

-David Considine (Coordinator on the media literacy project at Appalachian State University)
 * If we teach students to become critical viewers, we do more than give them the ability to analyze the construction of isolated images; we also give them the ability to think critically about the composition of the picture, enhancing their ability to read words and worlds." **

==== In this unit, students will learn the history of advertising, in addition to scrutinize and deconstruct the language of advertising, examine how advertisers appeal to teenagers' desire for autonomy, evaluate the effect advertising **has on womens' body image; assess how much advertising students have been exposed to; be introduced to the techniques by which Internet advertisers try to gather data about teenagers; examine the imagery of cigarette advertising and call on their own creativity to generate a response; explore the use of masculine rituals as a theme of beer advertising; to be introduced to the concept of prestige pricing and ask them to examine their own willingness to succumb to it.** ====

__**The objectives of this unit are to help students:**__
 * understand the realtionship between mass prodcution, mass marketing, and mass media
 * recognize that advertising evolves as society changes
 * assess the economic consequences of advertising
 * understand the basic structure of the advertising industry today
 * understand how advertisers exploit ritualized traditional notions of manhood
 * design and administer a survey, and tabulate the results
 * examine how the literary device of personification is used in the advertising of products
 * explore the concept of prestige and the perceived need of many consumers to pay a premium for a product
 * investigate the role of sports as a marketing device
 * understand how advertisers attempt to prey on consumers' self-esteem issues
 * evaluate the pernicious effects of fashion advertising on women's body image
 * recognize the impact advertising has on women's health issues
 * develop creative advertising approaches to social problems
 * understand how advertisers use marketing research to refine their messages



=Seinfeld Twix=









History of Research

= TiIme Lapse Beauty/Dove Evolution Commercial = media type="youtube" key="omBfg3UwkYM" height="390" width="480"

= Beauty Pressure- What do you notice about the girl at the end of the video? = media type="youtube" key="Ei6JvK0W60I" height="390" width="480"

= The PhotoShop Effect- Part I = media type="youtube" key="YP31r70_QNM" height="390" width="480"

= The PhotoShop Effect - Part II Controversy = media type="youtube" key="Ovpd5O6M8tQ" height="390" width="480"

= Drug Abuse Pictures Before and After- Think twice, don't be a follower..... = "Cigarettes, Booze, and Sports" "Cigarettes and Gender" media type="youtube" key="RJIjWlLa8MU" height="390" width="480"