MCREL-Advertising
Language Arts
Viewing
Standard
9
Uses viewing skills and strategies to understand and interpret visual media
Level II Grade : 3-5
7.
Understands basic elements of advertising in visual media (e.g., sales approaches and
techniques aimed at children, appealing elements used in memorable commercials, possible
reasons for the choice of specific visual images)
Level III Grade : 6-8
4.
Understands the use of stereotypes and biases in visual media (e.g., distorted
representations of society; imagery and stereotyping in advertising; elements of
stereotypes such as physical characteristics, manner of speech, beliefs and attitudes)
8.
Knows that people with special interests and expectations are the target audience for
particular messages or products in visual media; and knows that design, language, and
content reflect this (e.g., in advertising and sales techniques aimed specifically towards
teenagers; in products aimed towards different classes, races, ages, genders; in the
appeal of popular television shows and films for particular audiences)
Level IV Grade : 9-12
10.
Understands a variety of techniques used in advertising (e.g., portrayals of happy
families and exotic places; celebrity endorsement; use of humor; emphasis on value and
reliability; sex appeal; science and statistics; appeal to fears and insecurities)
Media
Standard
10
Understands the characteristics and components of the media
Level II Grade : 3-5
1.
Knows the main formats and characteristics of familiar media (e.g., the format of quiz
shows on television: host/hostess, contestants, competition for prizes of commercial
value; types of advertising such as billboards, T-shirts, or commercials; characteristics
of films and magazines)
Level III Grade : 6-8
4.
Understands various elements that recur across media (e.g., common features found in print
and broadcast advertising; the layout of magazines and newspapers, including headlines,
photographs, regular columns, feature articles, and editorials)
7.
Understands influences on the construction of media messages and images (e.g., the
historical period or place in which they were made; laws that govern mass media, such as
truth in advertising; the socio-cultural background of the target audience; financial
factors such as sponsorship; cause-and-effect relationships between mass media coverage
and public opinion trends)
Level IV Grade : 9-12
6.
Understands the influence of different factors (e.g., media owners, sponsors of specific
programs, codes governing advertising aimed at children, copyright laws) on media
production, distribution, and advertising (e.g., whether a program is scheduled late at
night or at peak times, whether a film is released in theaters or only on video)
7.
Understand different aspects of advertising in media (e.g., advertising intertwined with
media content, such as advertising copy presented in the form of news stories or the close
association of feature articles with surrounding advertisements; the influence of
advertising on virtually every aspect of the media, such as the structure of newspapers;
advertisers as a pressure group; sponsorship as a form of advertising; ambience in media
that is sympathetic to advertising, such as lifestyles portrayed on television)
Civics
What are the Basic Values and Principals of American Democracy
Standard
8
Understands the central ideas of American constitutional government and how this form of
government has shaped the character of American society
Level III Grade : 6-8
5.
Knows opposing positions on current issues involving constitutional protection of
individual rights such as limits on speech (e.g., "hate speech," advertising),
separation of church and state (e.g., school vouchers, prayer in public schools), cruel
and unusual punishment (e.g., death penalty), search and seizure (e.g., warrantless
searches), and privacy (e.g., national identification cards, wiretapping)
Economics
Standard
4
Understands basic features of market structures and exchanges
Level III Grade : 6-8
1.
Understands that not all competition is on the basis of price for identical products and
that non-price competition includes style and quality differences, advertising, customer
services, and credit policies
Health
Standard
2
Knows environmental and external factors that affect individual and community health
Level III Grade : 6-8
2.
Understands how various messages from the media, technology, and other sources impact
health practices (e.g., health fads, advertising, misconceptions about treatment and
prevention options)
Standard 6
Understands essential concepts about nutrition and diet
Level II Grade : 3-5
3.
Knows factors that influence food choices (e.g., activity level, peers, culture, religion,
advertising, time, age, health, money/economics, convenience, environment, status,
personal experience)
Standard 9
Understands aspects of substance use and abuse
Level II Grade : 3-5
2.
Knows influences that promote alcohol, tobacco, and other drug use (e.g., peer pressure,
peer and adult modeling, advertising, overall availability, cost)
Level III Grade : 6-8
4.
Knows public policy approaches to substance abuse control and prevention (e.g., pricing
and taxation, warning labels, regulation of advertising, restriction of alcohol
consumption at sporting events)