The Federal Trade Commission (FTC) has just unveiled (January 31) a new interactive, web site
designed to educate "tweens" about advertising. The site, admongo.gov, also features content
for parents and curriculum activities for teachers. Created with Scholastic, the ed content is tied
to McRel national teaching standards. (I wish they would have gone the extra mile to also
connect advertising to both NCTE and NCSS national standards, both of which include advertising)

The goals of the site are to help the tween audience answer three major questions:

1. who is responsible for the ad?
2. what is the ad actually saying?
3. what does the ad want me to do?

NOTE: I have a large Media Literacy: Advertising Resource educational website with links to articles
and lesson  plans. In addition, I have authored two lesson plans around two ad videos. Take a look

Frank Baker

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