Counter Ads Talk back to advertisements Created by

Counter Ads Talk back to advertisements Created by Ananda Lennox,

What is a Counter Ad? A. Pamphlet at Home Depot? A. Ad for granite counter tops? A. PSA that promotes mathematics for elementaryaged children? A. Advertisement that takes messages from a real ad (often for a product that has associated health risks) and creates a parody of it in order to deliver a more honest depiction of the

Real Ad vs. Counter Ad

Why do this? It’s fun It’s purposeful It’s creative It’s powerful It’s important It’s honest

Counter Ad How To’s Photovoice is a combination of three things- an issue that is important to you, a photograph, and a written narrative Identify an issue that matters to you, photograph it, then write about it Today we are going to create a Photovoice Project on the advertising of alcohol, tobacco, and marijuana

Media Literacy Do you have favorite brands? Ever wonder why you like some brands more than others? Have you ever wondered why adults sometimes do things that they know are bad for them?

BRANDS

Techniques Media Uses Celebrity Endorsement Romance/Sex Appeal Popularity Appeal Maturity or Sophistication Fun/Relaxation Scientific Evidence

Celebrity Endorsement

Sex Appeal/Romance

Popularity Appeal

Maturity or Sophistication

Fun or Relaxation

Scientific Evidence

What is a Target Group or Audience? A specific group of people at which an advertisement’s message is aimed at. Examples would include adults, teens, children, mid-teens, preschoolers, men, or women.

Target Audience: Youth!

Truth in Advertising Under the Federal Trade Commission Act: Advertising must be truthful and non-deceptive; Advertisers must have evidence to back up their claims; Advertisements cannot be unfair.

Kind-of-Truthful Ads Here is the difference between an implied claim and an explicit claim: "ABC Mouthwash prevents colds" is an explicit claim that the product will prevent colds. An implied claim is one made indirectly or by inference. "ABC Mouthwash kills the germs that cause colds" contains an implied claim that the product will prevent colds. Although the ad doesn't literally say that the product prevents colds, it would be reasonable for a consumer to conclude from the statement "kills the germs that cause colds" that the product will prevent colds.

Example of Photovoice on Media Even though I do not smoke and never plan to, this ad still gets to me. The guy in the ad looks so alive and free and I want to feel that way too. I don’t want to be a “maybe”, I want to be a somebody.

Media Photovoice Example She looks like she is heading somewhere on her own. That is pretty brave. I love her look and the orange color of the background. But do I need an ecigarette to feel brave?

Media Photovoice Example Another perfectly dressed, beautiful woman in a big city trying to sell me alcohol. Enough already! Do I need to have Baileys in order to have a mind of my own, attitude, and class? I don’t think so!

Your Assignment Pick an ad that you really like or really hate DESTROY IT WITH YOUR WORDS! Okay, to clarify- talk back to it. Break it down, show its message doesn’t work on you because you are too smart to be tricked Those who wish can read their narratives aloud. Extra points for work that is passionate and smart and contains no foul language!

Examples from Teens http: //depts. washington. edu/thmedia/view. cgi? section=tobacco&page=studentwork