Term One: Media Literacy at Amesbury Middle School

Lesson One
Introduction and Play People Bingo:

Use the Week One PowerPoint Presentation to introduce the course and play the Media Literacy People Bingo game to get to know the students.


Resources:

Media Literacy People Bingo





























Grade 6 Presentation





Grade 7 Presentation




Grade 8 Presentation




Lesson Two

Rules and Routines and Brand Recognition Activities



Use the Week Two PowerPoint Presentation to quickly discuss classroom rules and routines. Then have the students work with a partner to recognize as many products as possible from the ABC's of Brands poster or this could be homework. If time permits, have the class go to the online Brand Recognition Activity and the online Battle of the Brands.


Resources:

Week Two Presentation


ABC's of Brands Poster

























Here Are the Answers:
A: ALL

B: BUBBLICIOUS

C: CAMPBELLS

D: DAWN

E: EGGO
F: FRITOS

G: GATORADE

H: HEBREW NATIONAL

I: ICE

J: JELLO (SUGAR FREE)

K: KOOLAID
L: LYSOL

M: M&M's
N: NILLA WAFERS

O: OREOS

P: PEZ
Q: Q-TIPS
R: REESE'S

S: STARBURST

T: TIDE

U: UNCLE

V: V8
W: WISK

X: XTRA LAUNDRY DETERGENT

Y: YORK PEPPERMINT PATTIES

Z: ZEST


Created By: Heidi Cody


Online Brand Recognition Activity


Online Battle of the Brands




Lesson Three
Cool For School Advertising Activity
(from Media Studies K-12 TDSB, 2005)

In the Business Section of the Toronto Star it was reported that Back-to-School sales are second only to the Christmas Season in North America.

Canada's biggest stationery supplier Staples Business Depot is also trumpeting
price cuts on basics such as pencils and paper notebooks.
But consumers hoping to find real deals on a wide range of products during the second-biggest shopping season of the year may be disappointed.
Many Canadian retailers are still charging significantly higher prices than their U.S. counterparts despite last year's sharp rise in the relative value of the loonie, said Doug Porter, deputy chief economist with BMO Capital Markets. (Toronto Star August 19, 2008).

This means businesses all what some of our Back-to-School dollars. The question is what will they do to get it?

"The first few weeks of school are an exciting and anxious time for the middle school students. The need for acceptance among their peers can be overwhelming as students strive for a social identity. What students choose to wear to express their identity is a very important influence in social acceptance. Many schools are also faced with the choice of wearing uniforms. Therefore, a study of back-to-school fashion is an ideal starting point for media studies."

Key Questions for Discussion:

• which media influence the choices students and/or parents make about Back-to-School purchases?

• what are some reasons for getting new purchases before September?
  
• list some things are are "in fashion" for this Fall.


• how do you know what is "in fashion"?
  
• in what ways is the need for new purchases for "back-to-school" real?


• in what ways is the need constructed? By whom?
  

Store Flyers Activity:


Collect store flyers for several weeks prior to school starting and ask students to bring in fliers during the first few weeks of school. In small groups, have students examine various flyers and answer the following questions:

• what are the current trends in fashion for grades 6-8?


• who is the target audience for each of the store flyers? Is it young children, preteens, teens, or parents? How can you tell?


• how do advertisers make Back-to-School appear to be an important time for ALL people? (e.g. show people of different ages, races, and sexes in the ads) Despite these attempts, who is STILL missing (excluded) from these ads? (i.e. disabled people, mixed, single parent, gay, etc.) Create a continuum of ads from most to least inclusive.


• describe some of the techniques used in the construction of each store flyer (i.e. symbols and images related to school, lettering, logos, "catch phrase"). In your group's opinion, which store flyer has the most appeal? Why?
  
• Place the store flyers on a continuum from least to the most effective. Be prepared to defend your choice.

Lesson Four

An Introduction to the 5 Key Concepts and the Media Triangle

Two frameworks are used to help students understand media messages.

The first is the 5 Key Concepts of Media Literacy. Simply show the students the poster and discuss each point. Provide examples and ask students for examples which explain each statement.

Explain the Media Studies Triangle using a number of examples of media text to model the 3 different points of view which exist in all media text. All 3 points of view must be considered to fully understand the media text's meaning.


Resources:

5 Key Concepts of Media Literacy Poster








The Media Studies Triangle and Activity Sheet





Lesson Five

Product Placement in the Movies

Do a YouTube search for "Behind the Screens".... the documentary is in 5 parts on YouTube. Be sure the students are aware the three ways in which products are integrated into the movies we watch today (Cross Promotions, Merchandising, and Tie-Ins). All three are explained with examples in "Behind the Screens: Hollywood goes Hypercommercial 3 of 5" on YouTube.

Cross Promotions: the product is in the film and mentioned plus the commercials about the product mention the film.

Merchandising: what else can you sell as a result of the movie (i.e. t-shirts, mugs, toys). Some characters in movies are actually created because they can easily become toys (i.e. "ToyStory")

Tie-Ins: the product and the film have an agreement/arrangement. For example, Disney and McDonalds have had a 10 year agreement that any Disney movie will be promoted with products (toys with Happy Meals) at McDonalds. Movie makers are nolonger interested in making great movies they are more interested in making great deals.

Product Placement Activity:

Have the students find their own examples of product placement in movies they know. If possible some may even bring in the VHS or DVD. It might be more productive (and provocative) to have them review a few of their own favorite movies. Ask the students to find examples of Cross Promotions, Merchadising, and Tie-Ins

Resources:
YouTube Behind the Screens

Behind the Screens Study Guide


Pruduct Placement Assignment



Major Media Literacy Product for Term One

POSTER CONTEST

This term we have looked at 3 Media Literacy Concepts:

• Brand Recognition
• The Media Triangle
• Product Placement

Choose one of the concepts and use Photoshop Elements to create a 7" X 5" poster informing young people about "What Media Literacy means to you?"


Your poster will have the words "Media Literacy is...______________"


The illustration and brief statement will illustrate one concept you have learned this term.


The best posters will be printed posters sized in full colour.