LEARN NC

K–12 teaching and learning · from the UNC School of Education

Ad dissection 101

http://ideas.wisconsin.edu/ad101/

A lesson plan for Grades 8–12 Information Skills, English Language Arts, and Social Studies

Provider: IDEAS and Ryan Anderson

About this resource

Appropriate grades
8–12
Provider
IDEAS and Ryan Anderson

Legal

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According to David Shenk, author of Data Smog, today's children watch an average of 22,000 hours of television before graduating from high school. These hours of television contain over a quarter of a million commercials, and it is these commercials that dictate to students what they should wear, how they should look, how they should act, and what they should have. Persuasive advertising tactics go so far as to make some children feel inadequate or bad about themselves. Children need to learn how to become responsible, conscious, and critical consumers. The way to achieve this goal is by teaching students how to interpret the messages commercials send, so they can make informed choices based on well reasoned decisions.

North Carolina Curriculum Alignment

Information Skills (2000)

Grade 8

  • Goal 3: The learner will RELATE ideas and information to life experiences.
    • Objective 3.05: Describe how information and ideas are influenced by prior knowledge, personal experience, and social, cultural, political, economic, and historical events.

Grades 9–12

  • Goal 3: The learner will RELATE ideas and information to life experiences.
    • Objective 3.05: Describe how information and ideas are influenced by prior knowledge, personal experience, and social, cultural, political, economic, and historical events.
  • Goal 5: The learner will COMMUNICATE reading, listening, and viewing experiences.
    • Objective 5.03: Describe, support an opinion, and/or persuade an audience using a variety of media formats (print, graphical, audio, video, multimedia, web-based).

Social Studies (2003)

Grade 10 — Economics and Civics

  • Goal 8: The learner will analyze features of the economic system of the United States.
    • Objective 8.07: Identify and describe the roles and functions of various economic institutions and business organizations.
  • Goal 10: The learner will develop, defend, and evaluate positions on issues regarding the personal responsibilities of citizens in the American constitutional democracy.
    • Objective 10.06: Discuss the consequences and/or benefits of the freedom of economic, legal, and political choices.

English Language Arts (2004)

Grade 8

  • 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 4.03: 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.