CI2300

Media Literacy Activity

Elizabeth Goodman, Robin Ayers, Molly Odum, Carmen Falter, Bryan Perez

Ad Conscious

Overview of Learning Experience:

The students will learn how to analyze an advertisement so they can

better understand the ads they are exposed to on a daily basis. Students will be
shown multiple examples of advertisements. These ads vary in content but are
all likely to have been seen by the students. Choosing advertisements that
appeal to the students will keep them engaged and informing them on how they
are being sold to through ads.
There will be a discussion to analyze each advertisement guided with
some question sets. The ads will be analyzed in different ways. One way the ad
will be analyzed is the content. This will discuss if what is included in the ad is
appropriate for the target audience. Another way of analyzing is picking out what
art elements were used in the advertisement and how they are used to benefit
the ad.

Active Engagement

Students have learned the components of advertisements. They have

been shown target audience and content, the use of text, and use of art elements
and principles. Students are to take what they have learned to create their own
digital advertisement.
Students are to use pictures or types of images with text to create their
own ad. This allows students to use the information in a new way rather than just
analyzing someone else’ s advertisement. Students can gain a second
perspective by doing this themselves to better understand the relationship
between all aspects that go into an advertisement.
Students can choose their own subject matter, content, target audience,
and what art elements and principles they use to create a successful
advertisement.

Question Sets with Model Student Answers:

Question Set 1
1. When looking at the North Face ad, describe the components that appeal
to the target audience.
-The setting of the ad directly correlates with the target audience, as it is an
unknown, picturesque view with people camping on the side of the mountain.
The target audience being people that are most likely into hiking, rock climbing
and other outdoor activities, this setting would appeal to them, along with the
quote “Never Stop Exploring” place under the North Face logo.
2. Compare the North Face ad to the two clothing ads provided. How does
the North Face ad differ in content with the subject matter that they
chose?
-Due to the North Faces target audience being different from the clothing brands
we see, the need to use more content besides only their brand of clothes.
Including scenery that sells their overall brand and not just one specific article of
clothing.
3. How does the North Face ad use color and emphasis to make their ads
more appealing to the target audience?
- The cooler colors of the background help emphasize the logo and makes it
stand out.
- The bright blue sky and clouds bring out the mountain as a middle ground in the
ad. The North Face logo is in red because it is a bright warm color that
differentiates from the cooler colors of the background. The eyes are drawn to
the logo first. The bright light gives the ad a serene mood. The tents were colored
yellow because they would not blend with the mountain, and they were in the
same warm color area as the North Face logo.

Question Set 2
1. When comparing the Hollister ad to the Aerie ad, how to the different color
schemes and lighting affect the different moods?
- The bright colors used in the aerie ad give a happy and playful mood to the ad.
The yellow tones help give the sunny effect of being outside.
However, in the Hollister ad, the darker, cooler colors give off an eerie mood. The
dark colors are lightened behind the people to give a highlight behind the clothes
to showcase them. The 'Naughty and Nice' theme is used along with dark greens
and reds that contrast each other. The colors find a mid-ground between the
theme.
2. What are the different effects when comparing the models for the two
clothing ads? Pose? Facial expressions? Explain.
-For the Aerie ad there is a wide variety of models, they all have different body
types, skin colors, etc. Unlike the Hollister ad, which only uses one model and
can be considered as conventionally attractive. The models in the Aerie ad also
more comfortable and happier in the clothes that they are displaying, while the
Hollister model has a more refined pose.
3. Describe the use of text in the clothing ads. Why does one use text but the
other doesn't? What is the intended audience for the text in the Hollister
ad? How do you know?
-The use of the text in the Hollister ad creates a divide in the two clothing styles
they have depicted while the use of no text in the Aerie add leaves a more open
interpretation of the clothing items. The intended audience for the text in the
Hollister ad seems to be targeting young men, due to the age of their model and
the quote ‘Have you Been Naughty or Nice this Year? ‘because this quote is
usually used in reference to younger people.

Question Set 3
1. What is the reasoning for using children as the models for the Haribo ad?
Does this hint at the target audience? How so?
-While the product is meant to be for a younger demographic the target audience
are parents. Using children as the models for the ads while including them in a
professional setting is meant to appeal to the parents more than the kids.
2. Describe the setting of the Haribo ad. What purpose might they have for
putting the children in such a setting?
- The potential purpose for putting children, dressed in work clothes, in this ad is
because Haribo gummy bears are a candy, which a lot of children want to eat,
but adults eat them too because they can be children at heart. Haribo gummy
bears are not only for children. The children are dressed in business casual that
is colorful. It contrasts with the bleak background that is grey and wooden walls.
The children are making work more fun.
3. How does this ad use humor to appeal to the target audience? Is it
successful? Why or why not?
-The setting of a professional workplace with young kids in dress clothes are
used to draw a sense of humor to the older audience viewing the ad.

Media & Description of Integration:

Each advertisement is to be presented and discussed with students. Students
can look at each ad and use their interpretation to analyze them. Questions will
be prompted during discussion of advertisements to promote critical thinking.
Students will be analyzing with content and art perspective and how the two
relate. Each ad was chosen specifically based on content as well as their art
elements and principles of design. The North Face ad and the Haribo ad uses
color and emphasis as well as a variety in content. Clothing ads were chosen for
their use of elements to create a mood and the use and lack of text.

Link to slides presentation:

https://docs.google.com/presentation/d/1tuOKc6nCL6TyIff3ZF6XTdrHaDHJEWc
6CujUim0wcOA/edit?usp=sharing

Teaching and Learning Standards

P.V.3.2 Analyze the relationship between media, processes, and results.

By having the students create their own ad, they will be exploring the relationship
between the media of photoshop, the process that goes along with using
photoshop, and creating a pleasing and successful ad as a result.
I.V.3.2 Select media appropriate for communicating content.
Students are being asked to analyze the ads given above and how they
communicate to their target audience. By doing this they are understanding how
to use appropriate media to communicate the content.
P.CX.2.1 Understand the influence of commercial design on personal aesthetics.
In the questions about the ads students are asked how elements of design are
incorporated into the ads and how they create a personal aesthetic. After they do
this, they will be asked to create their own add. These two elements fulfill this
standard.

References

-North Carolina Essential Standards Beginning Visual Arts. (n.d.). Retrieved

October 22, 2019, from
http://www.ncpublicschools.org/docs/curriculum/artsed/scos/new-
standards/arts/visual/9-12.pdf.

-/www.Charitybuzz.com. (2019). Charitybuzz: $1,000 Gift Certificate to The North

Face - Lot 298407. [online] Available at:
https://www.charitybuzz.com/catalog_items/1000-gift-certificate-to-north-face-
298407 [Accessed 22 Oct. 2019].

-Fashionista.com. (2019). [online] Available at:

https://fashionista.com/2019/01/aerie-real-role-models-ad-campaign-spring-2019
[Accessed 22 Oct. 2019].

-UNL Classwork. (2013, December 5). Retrieved October 22, 2019, from
https://trevoryoungportfolio.wordpress.com/unl-classwork/.

-Haribo Gold Bears TV Commercial, 'Factory'. (n.d.). Retrieved October 22,

2019, from https://www.ispot.tv/ad/7dFS/haribo-gold-bears-factory.

Media Literacy Activity

Grading Guide
Criteria
Title with visual
Overview of learning experience
(what students will do)
Question Sets with Model
Student Answers (how teachers
will guide/engage students)
Description Points (11
possible
points)
Creative/descriptive title for the 1
learning experience with a
representative image
Written overview clearly describes 3
how students will actively engage in
the learning experience, including
critical or creative media integration.
Two or more paragraphs with specific
examples and details.
Open-ended, higher order thinking 3
questions that guide students’
learning experience.
Three or more thoughtful question
sets with model student answers.
Media (e.g., visuals, video,
popular media, app, etc.) and
description of use
Standard(s)/References
Above and beyond
High quality media is included on 2
page (e.g., embedded, linked,
screenshot, etc.).
Written description articulating how
the media is actively
integrated/designed to promote
critical and creative thinking and
learning.
One or more paragraphs with specific
examples and details.
Includes complete learning 1
standard(s)
Includes references for all sources
used (e.g., articles, images, videos,
etc.)
Wow! 1