Estimated Time of Completion: Two 50-minute periods, plus homework assignment
III. Materials Needed
V. Classroom Assessment
VI. Extensions and Adaptations
VII. Online Resources
VIII. Relevant National Standards
For grades 7-12. Groups of students will compose a collage of alcohol ads and caption them according to what they believe the "real message" is. They will explain their collage and caption rationale to the class. Discussion will follow the presentations as to the targeted age group and messages the media attempts to portray. Students will then redo their captions with alcohol facts mentioned in the video, but not intimated in the advertising.
- To gain media literacy by understanding how and why alcohol advertisers target young people
- To understand the "real" message in alcohol advertising
- To undestand the realities of alcohol abuse
III. Materials Needed:
- PBS In the Mix video: "Alcohol: What You Don't Know"
- Posterboard or large sketchpad paper
- Examples of various print alcohol advertising
- Alcohol Fact Sheet
- Homework the night before the project will be for each student to bring in at least 4 alcohol print ads.
- Introduce the PBS In the Mix video "Alcohol: What You Don't Know" by instructing students to take notes and pay particular attention to targets of alcohol advertising, the messages and techniques that are used. They are also to pay close attention to all facts about alcohol use and abuse. Explain that this information will be used in the project they will complete after viewing the video.
- Show the video.
- Following the video, students will get into groups by partnering with someone whose first name begins with the same first initial as theirs. The instructor will assign each couple a number. Each couple must find another couple. Odd number couples must pair with an odd number couples and even numbers with even numbers to form groups of four.
- Instruct students to complete a collage of their alcohol ads and to caption their ads with what they believe to be the "real message" portrayed.
- Ask students to then show their collage and explain the rationale for their captioning to the class.
- A volunteer student recorder then asks each group to count how many people in their ads involve people over 25 and/or unattractive people.
- Lead a discussion about how young people are the real targets and why:
- Why would alcohol distributors want to target young people as consumers?
- What recurring themes and images do you see in alcohol advertising? Why would these appeal to young people?
- What are some of the differences in advertising for various types of alcohol (i.e. wine, beer, liquor, wine coolers, etc.)
- Which ads in these collages are more effective than others? Why would you choose one product over another based on its ads?
- Which TV, radio, and print alcohol advertising campaigns do you remember best, perhaps even talk about the most? What elements contribute to this (e.g. humor, celebrities, music, or characters)?
- Pass out copies of the Alcohol Fact Sheet. Ask students to add new captions to their collage ads in which they cite a fact about alcohol and which advertisers have chosen to omit.
- Ask students to present their posters again to the class and explain the captions. Display all the posters in the classroom.
V. Classroom Assessment:
Score student work as a combination of group and individual assessment, according to the following 100 point scale:
- Clarity of "real message" captions: 20 points
- Presentation/explanation 1: 20 points
- Accuracy of alcohol facts: 20 points
- Presentation/explanation 2: 20 points
- Group contribution: 20 points
VI. Extensions and Adaptations:
- Student collages could be displayed throughout the school or community, particularly during an Alcohol Awareness Week.
- Students could present their collages as part of a program for younger students in schools in their area.
- A speaker specializing in marketing and advertising techniques could address the class, giving students the opportunity to ask questions. The speaker could also address the ads the students used in their collages.
VII. Online Resources:
- PBS In the Mix - "Alcohol: What You Don't Know"
- PBS "Just One Night"
- PBS "Close To Home: Moyers On Addiction"
- Drinking: A Student's Guide
- National Clearinghouse of Alcohol and Drug Information
VIII. Relevant National Standards:
These are established by McREL at http://www.mcrel.org/standards-benchmarks/docs/contents.html:
Thinking and Reasoning
- Knows how to promote and maintain personal health
- Knows essential concepts about the prevention and control of disease
- Understands aspects of substance use and abuse
- Understands and applies basic principles of logic and reasoning
- Working With Others: Contributes to the overall effort of the group
- Working With Others: Displays effective interpersonal communication skills
About the Author:
Judy Terando has taught Physical Education and Health since 1965, focusing on bringing technology into the classroom and spurring student creativity. She currently teaches high school in La Salle, IL.
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