Students encounter advertising at every turn of their lives: on public billboards, during nearly every television show, on the Internet, on their cell phones, and even in schools. They are undoubtedly aware that these ads have a specific purpose: to sell something to them. Rarely, however, do teenagers think precisely about how the text, sounds, and images in these advertisements have been carefully crafted to persuade them to purchase a product or service-and that these techniques are not far from those they have already used in their own persuasive writing.
We emphasize the need to make our students more literate, and this lesson aims to improve their critical media literacy. By reducing advertising to its basic rhetorical components, students "can begin to understand how to construct their own messages to convey the meanings they intend and to evoke the responses they desire.” Becoming more media literate allows our youth to "create messages of their own so that they can communicate clearly, effectively, and purposefully.”
"The Art of Rhetoric" video
Super Bowl ads
Features advertisements organized by company, product, and Super Bowl appearance.