Critical media literacy: Commercial advertising

North Carolina Curriculum Alignment

English Language Arts (2004)

Grade 7

• Goal 1: The learner will use language to express individual perspectives in response to personal, social, cultural, and historical issues.
  • Objective 1.02: Explore expressive materials that are read, heard, and viewed by:
    • monitoring comprehension for understanding of what is read, heard and/or viewed.
    • summarizing the characteristics of expressive works.
    • determining the importance of literary effects on the reader/viewer/listener.
    • making connections between works, self and related topics.
    • comparing and/or contrasting information.
    • drawing inferences and/or conclusions.
    • determining the main idea and/or significance of events.
    • generating a learning log or journal.
    • maintaining an annotated list of works read/viewed.
    • creating an artistic interpretation that connects self and/or society to the selection.
    • constructing and presenting book/media reviews.
  • Objective 1.03: Interact in group settings by:
    • responding appropriately to comments and questions.
    • offering personal opinions confidently without dominating.
    • giving appropriate reasons that support opinions.
    • soliciting and respecting another person's opinion.
  • Objective 1.04: Reflect on learning experiences by:
    • analyzing personal learning growth and changes in perspective.
    • examining changes in self throughout the learning process.
    • determining how personal circumstances and background shape interaction with text.
• Goal 4: The learner will refine critical thinking skills and create criteria to evaluate text and multimedia.
  • Objective 4.01: Analyze the purpose of the author or creator by:
    • monitoring comprehension for understanding of what is read, heard and/or viewed.
    • examining any bias, apparent or hidden messages, emotional factors, or propaganda techniques.
    • exploring and evaluating the underlying assumptions of the author/creator.
    • understanding the effect of the author's craft on the reader/viewer/listener.
  • Objective 4.03: Develop the stance of a critic by:
    • considering and presenting alternative points of view or reasons.
    • remaining fair-minded and open to other interpretations.
    • creating a critical response/review of a work/topic.
• Goal 6: The learner will apply conventions of application of grammar and language usage.
  • Objective 6.01: Model an understanding of conventional written and spoken expression by:
    • using a variety of sentences correctly, punctuating them properly, and avoiding fragments and run-ons.
    • using subject-verb agreement and verb tense that are appropriate for the meaning of the sentence.
    • applying the parts of speech to clarify language usage.
    • using pronouns correctly, including clear antecedents and correct case.
    • using phrases and clauses correctly, including proper punctuation (e.g., prepositional phrases, appositives, dependent and independent clauses).
    • determining the meaning of unfamiliar vocabulary words using context clues, a dictionary, a glossary, a thesaurus, and/or structural analysis (roots, prefixes, suffixes) of words.
    • extending vocabulary knowledge by learning and using new words.
    • determining when and where dialects and standard/nonstandard English usage are appropriate.
    • applying language conventions and usage during oral presentations.
    • choosing language that is precise, engaging, and well suited to the topic and audience.
    • experimenting with figurative language and speech patterns.
  • Objective 6.02: Continue to identify and edit errors in spoken and written English by:
    • using common spelling rules, applying common spelling patterns, and developing and mastering an individualized list of words that are commonly misspelled.
    • mastering proofreading symbols for editing.
    • producing final drafts/presentations that demonstrate accurate spelling and the correct use of punctuation, capitalization, and format.
    • listening to and monitoring self to correct errors.

Grade 8

• Goal 1: The learner will use language to express individual perspectives through analysis of personal, social, cultural, and historical issues.
  • Objective 1.02: Analyze expressive materials that are read, heard, and viewed by:
    • monitoring comprehension for understanding of what is read, heard, and/or viewed.
    • reviewing the characteristics of expressive works.
    • determining the importance of literary effects on the reader/viewer/listener.
    • making connections between works, self and related topics.
    • drawing inferences.
    • generating a learning log or journal.
    • maintaining an annotated list of works that are read or viewed, including personal reactions.
    • taking an active role in and/or leading formal/informal book/media talks.
  • Objective 1.03: Interact in group activities and/or seminars in which the student:
    • shares personal reactions to questions raised.
    • gives reasons and cites examples from text in support of expressed opinions.
    • clarifies, illustrates, or expands on a response when asked to do so, and asks classmates for similar expansion.
  • Objective 1.04: Reflect on learning experiences by:
    • evaluating how personal perspectives are influenced by society, cultural differences, and historical issues.
    • appraising changes in self throughout the learning process.
    • evaluating personal circumstances and background that shape interaction with text.
• Goal 2: The learner will use and evaluate information from a variety of sources.
  • Objective 2.01: Analyze and evaluate informational materials that are read, heard, and/or viewed by:
    • monitoring comprehension for understanding of what is read, heard and/or viewed.
    • recognizing the characteristics of informational materials.
    • summarizing information.
    • determining the importance of information.
    • making connections to related topics/information.
    • drawing inferences.
    • generating questions.
    • extending ideas.
  • Objective 2.02: Use multiple sources of print and non-print information to explore and create research products in both written and presentational forms by:
    • determining purpose, audience, and context.
    • understnaing the focus.
    • recognizing and/or choosing a relevant topic.
    • recognizing and/or selecting presentational format (e.g., video, essay, interactive technology) appropriate to audience.
    • evaluating information for extraneous detail, inconsistencies, relevant facts, and organization.
    • researching and organizing information to achieve purpose.
    • using notes and/or memory aids to structure information.
    • supporting ideas with examples, definitions, analogies, and direct references to primary and secondary sources.
    • noting and/or citing sources used.
    • recognizing the use of and/or employing graphics such as charts, diagrams,and graphs to enhance the communication of information.
• Goal 4: The learner will continue to refine critical thinking skills and create criteria to evaluate print and non-print materials.
  • Objective 4.01: Analyze the purpose of the author or creator and the impact of that purpose by:
    • monitoring comprehension for understanding of what is read, heard, and/or viewed.
    • evaluating any bias, apparent or hidden messages, emotional factors, and/or propaganda techniques.
    • evaluating the underlying assumptions of the author/creator.
    • evaluate the effects of the author's craft on the reader/viewer/listener.
  • Objective 4.02: Analyze and develop (with limited assistance) and apply appropriate criteria to evaluate the quality of the communication by:
    • using knowledge of language structure and literary or media techniques.
    • drawing conclusions based on evidence, reasons, or relevant information.
    • considering the implications, consequences, or impact of those conclusions.
  • Objective 4.03: Use the stance of a critic to:
    • consider alternative points of view or reasons.
    • remain fair-minded and open to other interpretations.
    • construct a critical response/review of a work/topic.
• Goal 6: The learner will apply conventions of grammar and language usage.
  • Objective 6.01: Model an understanding of conventional written and spoken expression by:
    • using a variety of sentence types, punctuating properly, and avoiding fragments and run-ons.
    • using subject-verb agreement and verb tense that are appropriate for the meaning of the sentence.
    • applying the parts of speech to clarify language usage.
    • using pronouns correctly, including clear antecedents and case.
    • using phrases and clauses correctly, including proper punctuation (e.g. prepositional phrases, appositives, dependent and independent clauses.)
    • determining the meaning of unfamiliar vocabulary words using context clues, a dictionary, a glossary, a thesaurus, and/or structural analysis (roots, prefixes, suffixes) of words.
    • extending vocabulary knowledge by learning and using new words.
    • evaluating the use and power of dialects in standard/nonstandard English usage.
    • applying correct language conventions and usage during formal oral presentations.
  • Objective 6.02: Continue to identify and edit errors in spoken and written English by:
    • using correct spelling of words appropriate in difficulty for eighth graders and refining mastery of an individualized list of commonly misspelled words.
    • producing final drafts/presentations that demonstrate accurate spelling and the correct use of punctuation, capitalization, and format.
    • self correcting errors in everyday speech.
    • independently practicing formal oral presentations.