For this lesson, you will analyze an advertisement for the traits.
Start by finding an advertisement. You can use whatever you may have handy in a magazine or newspaper or you can use an example you encounter in your usual TV viewing or radio listening. Alternately, you can search the Internet for sources. Youtube.com and Google.com are both good locations for finding advertisements.
Next, study the advertisement with a critical eye (or ear). Reply to the following questions as part of the assignment.
By providing examples from the ad, draw inferences from the visual, written, and or spoken cues provided. What is this ad really trying to sell?
Next, pinpoint potential credibility issues based upon your reading of the advertisement. Look for fine print, spin, or unverified claims. Provide 1-2 examples to support your analysis.
Finally, point out instances of generalization, exaggeration, or scare tactics if they’re present in the ad.
Note: Students with visual or hearing disabilities can use a blog about an advertisement, such as the following examples. Keep in mind the chapter’s comments about blogs as you shape your response.
Environment Blog: Canadian Campaign Puts the Spin on ‘Ethical Oil’
The Cornucopia Institute: Angry Consumers Deluge Kashi with Concerns over GMO Subterfuge
Your work will be scored by the following criteria:
Max. Points available
Content: The student describes an
advertisement and discusses what the ad is really trying to sell.
He/she pinpoints any credibility issues by looking for fine print, spin,
or unverified claims. The student points out any instances of
generalization, exaggeration, or scare tactics present in the ad. The
student applies vocabulary from the lesson correctly and uses specific
examples to shape his/her discussion.
Inferences and Valid Conclusion: In shaping
his/her response, the student provides an example from an advertisement
and draws inferences and/or valid conclusions from the visual, written,
and/or spoken cues provided.
Grammar/Mechanics: The assignment has been proofread and spellchecked prior to submission. There are no errors that impede comprehension.
Total Possible Points
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