Unit 4:

(Media Studies 20: A Curriculum Guide for the Secondary Level, Saskatchewan Education, April 1998)

In this unit, we will begin our exploration of advertising

This unit begins with an examination of the historical, legal, and technical aspects of advertising.

Students will:

• recognize the role of advertising in communication, in contemporary society, and in their personal lives

• recognize the codes, forms, and conventions of advertising

• recognize the role and power of advertising in the mass media

• extend and apply their writing, reading, viewing, and representing skills

• extend their critical evaluation skills by deconstructing advertising messages

• extend and apply their representing and viewing skills by designing and creating a media text

In this fourth unit of Media Studies 20, you will be looking at how advertising messages are constructed, for whom they are constructed, and how to interpret media messages

Unit 4 of Media Studies examines:

1. the Canadian Code of Advertising Standards
2. the history of advertising
3. the language of advertising
4. the structures of advertising
5. the deconstruction of a print ad
6. the creation of a spoof ad
7. the codes and conventions of advertising
8. the significance of target audience
9. the process of storyboarding
10. popular print and commercial ads

Media Studies 20:  A Curriculum Guide for the Secondary Level, Saskatchewan Education, April 1998.

You will need the following materials for this unit.  You should see your school librarian immediately to ensure that you will have these resources when you need them.

• print ads from various media, particularly magazines

• approximately 20 hours class time
• approximately 5 additional hours homework time