Media literacy core skills and advertising

Media Smart aims to teach young people core media literacy skills, using advertising as a vehicle. In Media Smart's teaching materials, the four pillars of media literacy education are applied to advertising in the following way:

Core pillars of media literacy education How the core pillars are addressed in Media Smart's lessons on advertising
Production
Who produced this text, and why? Production processes; economics; functions of advertising in the media
Language
How does this text create meaning? Use of images, sounds, language; branding and product image; rhetoric and persuasion
Representation
How does this text portray its subject? Realism and fantasy; stereotyping, values; images of different social groups
Audience
How do people interpret this text? Targeting of audiences; appeals and responses

The critical thinking skills that the Media Smart programme teaches can be applied to all areas of daily life and help to equip young people as active citizens in modern society.

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