Accessible via a website developed and maintained by the author, the module content supplements a course entitled, ?Issues in Media, Literature, and the Arts? that was originally designed for delivery via CD-ROM. Content is organized into multiple ?mini-modules? that focus on the pervasive and evolving nature of mass media. Culture and the media?s ability to influence consumption, popular culture, and personal culture via advertising and the Internet are also addressed. Is advertising the greatest evil known to man or a benefit to the savvy consumer? The advertising literacy module begins with an examination of this very issue. Social criticisms are balanced against advertising?s benefit to society; supplemental readings provide additional background. The next section of the advertising literacy module provides an analysis of various ad meanings (surface, intended, ideological) and introduces the hard sell, soft sell, and positioning approaches to advertising. A discussion of the importance of appealing to needs, grabbing the consumer?s attention, and promising benefits in advertising is followed by an examination of various factual and emotional advertising creative techniques. This mini-module features excellent use of video supplements as well as historical and current ad campaigns. NOTE: International advertising issues are not explicitly addressed
Type of Material:
Tutorial
Technical Requirements:
? A computer with a sound card, speakers, and an Internet connection. NOTE: A HIGH-SPEED (T3, T1, DSL, ADSL, or Cable Modem) Internet Connection is desirable for viewing video and large PDF files. ? Certain software or plug-ins must be installed on the users? computer: Netscape 4.x or Internet 5.x browser; Adobe Acrobat Reader; Apple QuickTime 4 or 5.x; Real Player 7.x or 8.x
Identify Major Learning Goals:
? Understand the nature of ?Advertising Literacy? ? Learn to analyze specific "Advertising Techniques"
Target Student Population:
? Journalism, radio and television, advertising, and public relations majors may find the content particularly appropriate.
Prerequisite Knowledge or Skills:
? A basic familiarity and competence with personal computers and browsing the Internet is essential; familiarity with the use of PDF files, streaming video, and PowerPoint is helpful, but can be self-taught as needed. ? Foreign-born students or faculty lacking prior exposure to American media, American culture, and American advertising may find themselves at a severe disadvantage.
Content Quality
Rating:
Strengths:
? Because the ?class? deals with a number of different topics, portions of it can be used in a variety of different classes: Consumer Behavior, Advertising, and Business Communications. ? Learning objectives are provided for each module and references are made back by linking back to information provided previous modules. ? The information is presented clearly and examples that demonstrate the concepts are provided by links to printed ads, videos or articles. ? The narrated PowerPoints are excellent and there is thorough coverage of material and multiple examples.
Concerns:
? The quality of some of the scanned PDF documents is not high. ? Some of the advertisements may be offensive to some individuals. However, the student is warned about r-rated content.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
? Learning objectives are identified for each of the modules and lessons. ? The student progresses through the course, building on previous modules and being able to refer back to them. ? A great deal of information is presented within the modules, particularly with the use of outside readings. ? In addition to learning visually, students can learn through audio as well as video. ? The ?Assignments,? although designed for a bulletin board forum, could be used for a variety of classes.
Concerns:
? Learning objectives for advertising literacy module might be made more specific ? There are a large number of videos presented with the material. It might be possible that the students would progress through the course just looking at the videos and ads, hoping to be entertained, rather than learning. ? Some of the videos and/or supportive materials are r-rated and may be offensive to students. The instructor should be warn students when such materials are being used.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
? The modules are very easy to use. When the user comes to the end of a page, he/she is able to click on ?presentation? to continue with the next segment or click on ?assignment? or ?readings? to find additional material. ? The comic strips that explain and illustrate some of the concepts add variety to the presentation. ? All of the links seem to be working
Concerns:
? In completing Module #1, Technical orientation, I received a plug-in error message stating that ?The data that the plug-in requested did not download successfully?. o I believe I received this message in error, as I currently meet each of the technical specifications listed: - Internet 5.5 browser - Adobe Acrobat Reader 4.0 - Apple QuickTime 5.0 - Real Player Basic 8.0 ? In accessing some of the articles, annoying pop-ups were presented and I had to keep exiting them.
Creative Commons:
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