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Just the Facts-Evaluating Bias in Advertising Introduction Scientists are required to evaluate data to determine that it is all factual and not influenced by opinion. Critical thinking media literacy is the ability to analyze and evaluate the messages we see in movies, television shows, magazines, newspapers, online, and in other forms of media. One part of media literacy is developing the ability to take a critical look at advertisements, so you can understand how advertisements are constructed and how to interpret their messages. What are some of the strategies used to create advertisements? How do professionals use these techniques to persuade you? Is some of the information opinion in an advertisement you’ve recently seen? In this WebQuest, you will explore advertising strategies and understand how they are used to get their messages across. Task 1. Your job in the WebQuest is to expand your media literacy and develop critical thinking skills. You will learn about advertising techniques and investigate their use. You will take a look at how advertisers incorporate fact and opinion to make their claims. Once you’ve conducted some research to increase your knowledge of advertising strategies, select an advertisement from a print medium to evaluate. Describe the elements of the ad and describe strategies you observe. 2. Create your own ad. Research data to support claims made in your ad. Use both fact and opinion in your ad and have your classmates distinguish fact from opinion. Ask classmates if you have made claims they may be skeptical of. The purpose of this evaluation is to help you become more informed about advertising techniques in order to improve your ability to think critically. Process Select a printed advertisement from one of these sources: • Local or national newspapers • Magazines • Periodicals • Organization newsletters Use the worksheet to evaluate the information in the advertisement. Describe the techniques included in the ad and address the biases that are specifically represented. Review the rubric to understand how your worksheet will be evaluated. Resources Look at these Web sites to find the information that will help you answer questions about bias in product advertising and to gather information to use for your advertisement evaluation. Keep in mind that not all Web sites are written specifically for students. Some of what you read might be challenging. Advertising Techniques http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.ht m Marketing to Teens http://www.mediaawareness.ca/english/resources/educational/handouts/advertising_marketing/mtt_ advertising_strategies.cfm Evaluate an Ad http://www.ideas.wisconsin.edu/ad101/ Question the Commercial http://pbskids.org/dontbuyit/buyingsmart/question.html Common Advertising Strategies http://www.mediaawareness.ca/english/resources/educational/handouts/advertising_marketing/com mon_ad_strats.cfm Don’t Buy It http://pbskids.org/dontbuyit/advertisingtricks/betheaddetective_1.html Just the Facts http://www.cheney268.com/UbDUnits/chs/JustFacts.htm Media Literacy Key Concepts http://www.media-awareness.ca/english/teachers/media_literacy/key_concept.cfm Propaganda Techniques http://library.thinkquest.org/C0111500/proptech.htm Evaluation Read this rubric to see how you will be evaluated on this project. Task 1 The task was not completed. Process The process was not followed. Worksheet Worksheet was incomplete. Criteria 2 It appears that some effort was made to complete the task, but important information is missing. The overall project was lacking. Answers and information to questions and worksheet are not complete. The worksheet was completed; but some information was incorrect or incomplete. Points 3 The task was completed as assigned, but some of the information was faulty. 4 The task was completed with great attention to detail. All the information was reported and is accurate. Overall, the task was completed correctly. Student may have appeared to rush through the project or not been thorough. The worksheet was completed, but lacked detail. The process was followed and the student showed good use of critical thinking skills as he/she completed the task. The worksheet was completed correctly with sufficient detail. Conclusion In the process of completing this WebQuest, you’ve become informed about the techniques of advertising as well as evaluating bias in advertising. You have read information to answer questions about this topic, and have increased your media literacy. You’ve also used your evaluation skills to take a critical look at a print advertisement. By expanding your media literacy, you will become more aware of advertising techniques, how they are used to persuade you, and how to be observant of the different messages advertisements present. Print Advertisement Analysis worksheet (You may print this worksheet out to complete the questions.) What product, service, or point of view is being advertised? Who is responsible for creating this advertisement? Why are they sending this message? What is the purpose of this advertisement? (For example, is it intended to educate, entertain, or inform?) What advertising techniques are used to attract a viewer’s attention and to make the advertisement believable? Who is the anticipated audience of the advertisement? Who is actually seeing the advertisement? What does the advertisement say to the viewer? What lifestyles, values, opinions, and points of view are represented? Who makes money or benefits from the advertisement? What makes the advertisement biased in some manner? How is this bias demonstrated? What has been included or left out of the advertisement? Why would the advertisement’s creators or the product makers have the need to be biased in their advertisement? How might some people understand this advertisement differently from others? Would all viewers agree on what was being advertised and the purpose of the ad? Would someone be likely to believe this advertisement? Why or why not? Do you agree with the advertisement? Why or why not?