Weekend Culture: Advertising

If everything’s a text how do we hold students accountable?  The Common Core, under Integration of Knowledge and Ideas, requires that students be able to assess and evaluate multiple sources of information in different formats.  You would think that students, for all their “media” savvy, would know how to do this already.  And yet, they struggle.  And we struggle too.  To assess media means we have to think nimbly.

This weekend we’ll focus on some engaging and innovative advertising campaigns that can be employed to teach argument, purpose, and image analysis.

Perhaps, it’s me but Bloomberg Businessweek’s Ad campaign is sleek and smart.  There are four ads total and each one contains an image and keyword.  In smaller text at the bottom is an argument about how the word (“Viral,” “Disruptive,” “Charged,” and “Worldly”) represents the magazine’s edgy, new personality.

Consider having students read the Ad Age evaluation of Bloomberg’s advertisements as background.  While the advertisements could be used independently, the hamburger patty ad labeled “Worldly” is a perfect partner for The Jungle and/or Fast Food Nation.  In two sentences located in the lower left hand corner phrases such as “far flung,” “global food supply” and “crucial” speak to many of the big picture arguments raised by Upton Sinclair and Eric Schlosser.

Use our post on image annotations from September 2011 to have student annotate and write for any/all of the advertisements. Consider discussing how more text or images would change the effect.  You may also choose to have students create a T-chart of pros/cons to evaluate effectiveness.

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