Globalisation:Media Smart:Activities
Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. [1]
This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. [2] These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.[3]
Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).[4]
Activities:-
TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.
ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires
MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. [5]
Notes
- ↑ Responsible Advertising, Accessed on 02/11/10
- ↑ Improving Children's Understanding of Online Advertising, IPA, Accessed 11/11/10
- ↑ An Industry to Teach Kids to be More Marketing Aware Online, UTalk Marketing, Accessed 11/11/10
- ↑ Improving Children's Understanding of Online Advertising, IPA, Accessed 11/11/10
- ↑ Brand Me, Accessed 20/10/2010
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