Media Techniques in Advertising

Here are websites about understanding and applying the media techniques used in modern advertising. There are archives of ads, lesson plan ideas, interactive features, and articles about how advertising works. Included is an eThemes resource on propaganda that addresses some of the same techniques.

Grades

Links

The Emergence of Advertising in America: 1850-1920: Search or browse this collection of historical advertisments. There are over 9,000 images with additional information about the history of advertising in America. Includes a timeline. NOTE: This collection includes historical materials that may contain negative stereotypes.
Ad Access: 1911-1955: Search or browse this collection of over 7,000 advertisements from U.S. and Canadian newspapers and magazines. Includes a timeline. NOTE: This collection includes historical materials that may contain negative stereotypes.
Adflip: Here is an archive of classic print ads that can be browsed by decade. Ten new ads are featured daily. NOTE: Much of this site’s content is restricted to subscribed members.
PBS: Don't Buy It: This site explores media literacy for kids with many interactive features. Topics covered includ advertising tricks, what goes on behind the scenes in the entertainment industry, and how to shop smarter.
PBS: New Merchants of Cool: This is a Frontline report on how media corporations target teenagers broken down by theme. You can read about these themes, and also interviews with media executives, market researchers, cultural critics, and teenagers. You can also view the entire program online in segments. NOTE: This site has a discussion forum.
Lesson Plan: Facts vs. Opinion: In this lesson plan, students can learn to analyze an advertisement to determine which claims are facts and which are opinions. This lesson is designed to encourage students to think critically.
Finding Faulty Logic: This interactive game lets students analyze ads for faulty claims.
Creating a Persuasive Podcast: For this project students can create a persuasive podcast and communicate their opinion on a given topic.
Lesson Plan: Students Meet the Real World: In this project lesson plan, students can work in groups to create a promotional package for a local business. This is a seven-page PDF file.
BBC: Stealth Advertising: This is an article about “stealth advertising” techniques such as product placement. NOTE: Reading level is for older students. NOTE: There is space below the article for reader comments.
PBS: The Persuaders: This is a Frontline report on advertisements and brand marketing. You can read interviews with media executives, market researchers, and cultural critics. You can also view the entire program online in segments. There is also a teachers’ guide. NOTE: This site has a discussion forum.
Jean Kilbourne: On this site, you can view clips from social researcher Jean Kilbourne’s documentaries, including Spin the Bottle and Killing Us Softly 3. Some of the clips also include study guides. NOTE: These video clips contain discussions of drinking, smoking, sexuality, and violence.
Media Literacy: This website from Canada has many articles about media literacy, or the ability to analyze messages. There are also educational games and printable handouts.
How Product Placement Works: This site explains the marketing strategy of product placement, where name brands pay to have their products inserted in movies or television episodes. NOTE: Ironically, this site contains ads.
PBS: Adbusters: Read a two-page article about this group and their “un-commercials.”
How Marketers Target Kids: This article is about how marketers target children and young people, and includes links to related articles and handouts.
Viral Marketing: Read this article about stealth advertising techniques such as “word of mouth” campaigns that are designed to attract teenage consumers.
Advertising Quotes: Read different quotes about advertising divided by topic.
Believe It or Not?: Advertisers use words and images to persuade consumers. This lesson aims to teach students how to differentiate facts from opinion and view ads with a healthy degree of skepticism.
eThemes Resource: Propaganda: These websites are about propaganda. How is propaganda used to influence political opinion? How is advertising like propaganda? Here you can find articles and lesson plans, sites about the persuasive techniques used in propaganda, examples of real life propaganda, and information on critical thinking skills.