As Seen on TV! Media Messages Unmasked

Our students represent a lucrative target audience. Companies bombard them daily with ads through every possible venue, so much so that most advertising is now an integral, barely noticed part of the American landscape.

And there's the rub. Barely noticed, yet there, exerting a powerful influence on how children choose to buy, think, and act.

In previous posts I've discussed persuasive writing (Convince Me: Real-Life Uses for Persuasive Writing and So What’s Your Point? Persuasive Writing Using Picture Books) as well as financial literacy (Dollars and Sense for Students). Now Scholastic has teamed up with the Federal Trade Commission to combine these two ideas, plus the concept of media literacy, to produce the Admongo site and its related teacher resources.

The FTC site explains that

Advertising is a multi-million dollar business. Truthful advertising provides benefits to consumers and competition. It gives consumers the information they need to make better-informed purchasing and product use decisions. It also gives companies an incentive to modify their products to provide features that customers want. By contrast, false advertising interferes with decision-making and hinders competition.

Tweens have their own money to spend, and parents report that children play an important role in family buying decisions. Because kids are an important part of the marketplace, they often are the targets of advertising and marketing programs. The result is that American kids see ads wherever they go.

The four components of the campaign (a game-based website at Admongo.gov, sample ads that can be used in the classroom; a free curriculum, and teacher training videos) are designed to help students learn to ask three key "critical thinking" questions when they encounter advertising:

• Who is responsible for the ad?
• What is the ad actually saying?
• What does the ad want me to do?

While I personally used authentic ads that children know (and strangely love), I appreciate that this program offers fictitious yet genuine-looking ads and videos for classroom discussion. The advantage to the fake ads is that children can't assume they know the product and its merits; students definitely paid closer attention to the details.

So why study advertising? There is perhaps no better real-world use of critical thinking and reading skills than the accurate interpretation of mainstream media. Because so many of our daily thoughts and actions are based upon what we're told to believe, it's imperative that we become more educated and discerning in our media consumption. Media literacy allows students to put discrete reading and writing skills to work as they learn advertising's tricks of the trade.

Additional Recommended Sites

While the Scholastic resources and the Admongo site are impressive and complete in themselves, I also recommend the following resources:

• Co-Co's AdverSmarts: An Interactive Unit on Food Marketing on the Web is "an interactive unit designed to help kids between the ages of 5 and 8 recognize the marketing techniques used on commercial web sites that target children." I'd use this site for the younger set (up to fourth grade).
• Dove Campaign for Real Beauty is an intelligent and innovative program aimed at helping girls understand that self-image isn't dependent upon media messages. While you're at that site, be sure to check out the teacher resources.
• The Ad Council has provided access to many of the campaigns from its 60 years of existence. The quality and impact of their PSAs (Public Service Announcements) is legendary, and students should see that ad techniques can actually be used for good rather than evil. Need an example? Check out this video on Reducing Gun Crime (also embedded below).

Viral

Reducing Gun Violence-Babies | Viral/Other | SPIKE.com

Recommended Books

One terrific companion book for the classroom is Made You Look: How Advertising Works and Why You Should Know by Shari Graydon (Annick Press). For older students, this book is a terrific expose of how persuasive writing is used to influence consumers. It's also a pretty cool "idea book" for putting persuasive writing skills to work.

For younger students, Do I Need It? Or Do I Want It? by Jennifer S. Larson (Lerner) is an attractive yet informative choice, allowing opportunities for lots of discussion about what we choose to buy and why. (Be sure to check out other titles in Lerner's Exploring Economics series).

Pretty in Print: Questioning Magazines by Stergios Botzakis, TV Takeover: Questioning TV by Guofang Wan, and Virtually True: Questioning Online Media by Guofang Wan are part of the Media Literacy series published by Capstone Press. All of the titles are organized around five basic questions:

• Who made the message and why?
• Who is the message for?
• How might others view the message differently?
• What is left out of the media?
• How does the message get and keep my attention?

An easy to read style, plenty of photos and illustrations, and try-it-out activities help students see that advertising isn't entirely about "going over to the dark side." Students instead realize that persuasive media offers many opportunities for creative people who are up to the challenge of getting messages across to audiences in the most effective ways possible.

Explore the World with Soccer

For some time now, American kids have been crazy about soccer! While the United States seems slow to embrace this sport which is loved worldwide, the first soccer team in this country was actually established back in the 1860s, and the U.S. Soccer Federation was formed in 1913 (joining the world governing body FIFA in that same year). While professional teams and matches still take a back seat to baseball, football, basketball, and even hockey, kids have embraced soccer as one of their favorite pastimes (of the 18 million Americans who play soccer, 78% of them are under the age of eighteen).

So it's only natural that we can use kids' obsession with this sport to get them interested in reading and world culture. Enter Nomad Press's innovative Soccer World Series, beginning with Soccer World: South Africa and Soccer World: Mexico.

The Soccer World Series follows former pro player Ethan Zohn as he visits different countries, learning about diverse cultures as well as the people who live there. A young player in each country introduces Ethan the nation's unique geography, natural wonders, history, customs, traditions, and sites. In context of these explorations are challenges for kids to act on the social and environmental problems of each country.

In addition to the clear and easily accessible text and colorful illustrations, the books in this series also contain key vocabulary, hands-on projects and activities (including recipes!), and a thorough glossary and index. Students can also visit the series' web site to find additional activities and resources, as well as the opportunity to share their own projects with Ethan.

To help get your students psyched about soccer, you might want to encourage some research into its history and rules of play. Kids First Soccer is a great place to start, and World Almanac for Kids offer the latest up-to-date information on teams and the World Cup.

Speaking of the World Cup, this once-every-four-years event is on for 2010, so what better way to get kids psyched? While the FIFA official web site doesn't have a kids' section, you can find some preliminary activities and print-outs at Activity Village. At EFL Club you can find an interesting listening activity involving drawing flags of the 2010 World Cup nations using geometry vocabulary.

For dozens of additional links, check out the teacher approved links at the Soccer Section at Edgate. And for lots of free, awesome resources on a number of topics, be sure to visit the Nomad Press site. Read more about their titles and downloadable activities at a previous post here.

Nat'l Picture Book Writing Week

National Picture Book Writing Week (aka NaPiBoWriWee) 2010 is upon us! Read more about it at event creator Paula Yoo's web site.

During the first week of May, writers will create one picture book per day for seven days. This event is meant to spur those reluctant writers who've always wanted to write for children but have never taken the plunge.

Paula Yoo (author of Shining Star: The Anna May Wong Story, Sixteen Years in Sixteen Seconds: The Sammy Lee Story, and the YA novel Good Enough) warns prospective writers:

This is NOT to say writing a picture book is easy. On the contrary, it's EXTREMELY difficult and challenging to write a complete story with a beginning, middle, and end, an original plotline, and a unique character with a compelling voice for the picture book genre. Every word has to count. Every image and every action has to speak volumes in terms of theme and deeper meaning... while still being kid friendly, fun, and appropriate for the tone of the book (be it a quiet literary picture book or a hilarious, laugh out of loud funny picture book).

When I first heard about this project a year ago, I had strong reservations. But author Daniel Kirk (Library Mouse, Dogs Rule, and Elf Realm: The Low Road) argued convincingly for its merit, and I've since come to realize the value behind NaPiBoWriWe.

So swing over to Paula Yoo's site and see if you're up for the challenge. (She's written posts providing tips for writers all through the month of April).

Who knows? Perhaps in a year I'll be discussing a picture book that you created on this very week!

Violet

Second Story Press's recently released Violet, written by Tania Duprey Stehlik and illustrated by Vanja Vuleta Jovanovic, looks like a real winner! Check out the book trailer below.


I can see this book being a real asset for discussions and themes on differences and diversity.

Big Changes

Raina Telgemeier's Smile is about big changes in a young girl's life. No, not those kinds of changes (although as a father to two girls I'll have my share of those awkward moments). We're talking instead about subtler changes, hinted at from the start by the book's cover, which features a brace-clad smiley face. From Scholastic's Booktalk:

Aah, hanging out with your friends. You laugh. You go shopping. You have sleepovers and you always have fun. Well, imagine this: you and your friends are chasing each other one day and you trip. When you fall, you hit the cement. You hit the cement so hard that you knock out your two front teeth! This is exactly what happens to the character of Raina in the graphic novel Smile by Raina Telgemeier.

After an emergency trip to Dr. Golden's office, the dentist glues Raina's teeth back into her mouth. He covers them in gauze that soon becomes soggy and gross. When Raina takes off the gauze, she discovers that the teeth have been inserted too far. Now she looks like a vampire! Going to school looking like a vampire will definitely make boys notice her, but not in a good way.

While the book on its simplest level is the story of Raina's teeth trials, on a much larger level it's the story of a girl who struggles to maintain her own identity while still fitting in. One part I particularly love is when Raina comes to the realization that she has to move on from her former friends, who are acting less and less supportive, to a new circle of friends in high school. These transitions happen in real life, of course, but less often in middle school lit. Too often we're offered a much simpler, pat solution.

I love Smile for a number of reasons:

• It fits in with my year-long theme of Survival. While it's not survival in the life-and-death sense of The Devils' Arithmetic, it's as authentic (but not as gritty as) The Outsiders. Personally I'd rather face a multitude of other dangers before ever agreeing to be a middle school girl! Other themes for this book include Identity, Acceptance, Affiliation, Change, Coming of Age, Conflict, Choices, Relationships, Loyalty, Conformity, Belonging, and Differences.
• Its autobiographical format makes it more authentic. Truth is absolutely stranger than fiction, and we feel for our protagonist here because she is so true-to-life. (Learn more about Raina at her site).
• The narrative flows without gaps. Many graphic novels assume that readers will be able to plug bill holes between frames. At no time, however, does Telgemeier leave us wondering what we missed.
• The overall design and illustration are flawless. My six year-old was so taken with the illustrations that she squirreled away with the book for two hours, and "read" it from cover to cover, reading, of course, just those words she could. (She then asked to have it read aloud to her before bed each night). To get a good feel for the book's flow, check out this video trailer from Scholastic.
• Scholastic has printed it in standard paperback, rather than oversize, format. This not only allows the book to handled more easily, but avoids the look of a graphic novel. Some students would rather their friends see them with a chapter book than a "comic book." See how cruel middle school can be?
• It uses comic conventions. Thus readers who are successful with this book may move on to other graphic novels, which in turn will keep them reading. (Need some suggestions? Check out this previous post on Graphic Novels and New Literacies from this site).
• Scholastic has provided a very cool Make Your Own Smile Graphix site (see the screen shot here) where students can manipulate scenes, characters, objects, and speech bubbles to create their own stories.

A conference attendee once asked if I'd use a graphic novel (like Smile) for a classroom study, but I know full well that students would race to the end of their own. But I guess that's a good thing, right? And that's also why my classroom shelves boast a nice supply of these books.