Digital Ad Analysis Activity

Group Members:

Instructions: With your group, choose a digital advertisement or news article to analyze. Use the questions below to guide your analysis. Be prepared to share your findings with the class.

Media Analysis Questions

1. What is the media message you are analyzing? (Provide a brief description and, if possible, paste a link to the ad/article here).
   
   
   
   
   
   
   
   
   
   
   
   

2. Who created this message? (e.g., a company, a news organization, an individual, a political group)
   
   
   
   

3. What is the purpose of this message? (e.g., to sell a product, to inform, to persuade a political viewpoint, to entertain)
   
   
   
   
   
   
   

4. Identify any bias you see in the message.

   • Is it positive or negative towards a certain idea, product, or group?
   • What language or images contribute to this bias?
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5. Whose perspective is being emphasized?

   • Whose voices or experiences are highlighted?
   • Whose voices or experiences might be missing or downplayed?
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6. How credible do you find the source of this message?

   • What evidence is provided to support claims?
   • Do they use statistics, expert opinions, testimonials? Are these reliable?
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7. What subtext or underlying messages can you identify?

   • What is the ad/article trying to make you feel or believe without directly saying it?
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8. Does the message use any fallacies? (e.g., bandwagon, appeal to emotion, false dilemma)

   • If so, describe the fallacy and how it's used.
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9. Based on your analysis, how effective is this message in influencing its audience? Explain your reasoning.
   
   
   
   
   
   
   
   
   
   
   
   

Group Discussion Guide: Decoding Media Messages

Instructions: After your group analysis, use these questions to guide a class-wide discussion. Be ready to share your group's insights and listen to others' findings.

Discussion Questions

1. What was the most surprising discovery your group made while analyzing your chosen media message?
   
   
   
   

2. How did identifying bias change your understanding or perception of the ad/article you analyzed?
   
   
   
   
   
   
   

3. Can a media message ever be completely unbiased? Why or why not?
   
   
   
   
   
   
   

4. Why is it important for us, as consumers of media, to be aware of perspective and subtext?
   
   
   
   
   
   
   

5. What are some strategies you can use in your daily life to critically evaluate the media you encounter (social media, news, advertisements, etc.)?
   
   
   
   
   
   
   
   
   
   
   
   

6. How can recognizing logical fallacies help you make more informed decisions?
   
   
   
   
   
   
   

Finding Ads for Analysis: A Student Guide

To effectively analyze media messages, you'll need to find digital advertisements or news articles. Here's a guide to help you locate and select appropriate examples:

Where to Look for Digital Advertisements and News Articles

• Social Media Platforms: Scroll through your feed on platforms like Instagram, Facebook, X (formerly Twitter), or TikTok. Pay attention to sponsored posts or ads that appear between regular content.
• News Websites: Visit major news outlets (e.g., CNN, BBC, The New York Times, The Guardian) and observe the ads displayed on their pages. Also, look for opinion pieces or editorials which often present a particular perspective.
• Video Streaming Services: When watching videos on platforms like YouTube or during breaks on streaming services, note the advertisements that play before or during content.
• Brand Websites: Visit the websites of popular brands or companies. They often feature their latest advertising campaigns.
• Online Magazines/Blogs: Digital versions of magazines or specialized blogs related to your interests will often contain targeted advertisements.

What Types of Ads/Articles to Consider

• Product Advertisements: Look for ads selling consumer goods (e.g., food, electronics, clothing, cars).
• Service Advertisements: Ads promoting services (e.g., insurance, streaming platforms, banking).
• Public Service Announcements (PSAs): These ads often aim to inform or persuade about social issues (e.g., health campaigns, environmental awareness).
• Political Advertisements: Ads from political candidates or groups, especially during election seasons.
• News Articles/Editorials: Choose articles that present a clear viewpoint or discuss a controversial topic where different perspectives might exist.

Sample Ad/Article Ideas for Analysis

Here are some ideas for the types of media messages you can analyze. You can search for recent examples of these:

1. A recent advertisement for a popular smartphone or gaming console: Consider how it uses visuals, music, and promises of connection or advanced features to appeal to an audience. What emotions does it try to evoke?
2. An opinion piece or editorial from a news site discussing a current social or political issue: Look for strong language, selective presentation of facts, or an appeal to a specific group's values. What bias might the author or publication have?
3. A commercial for a new energy drink, snack, or beauty product: Analyze how it attempts to convince you of benefits (e.g., more energy, improved appearance) through imagery, testimonials, or claims that might lack scientific evidence. Are any logical fallacies used?

Tips for Selecting Your Media Message

1. Relevance: Choose an ad or article that genuinely interests you or that you find yourself reacting to.
2. Clear Message: Select a piece that has a clear intended message, even if that message is subtly conveyed.
3. Visuals and Text: Look for ads that use a combination of strong visuals and compelling text. For articles, consider how language is used.
4. Potential for Analysis: Pick something where you feel you can identify elements like bias, perspective, persuasive techniques, or subtext easily.
5. Variety: Try to find something different from what your classmates might choose to ensure a diverse range of examples for discussion.

Remember to save a link or take a screenshot of your chosen media message so you can share it with your group and the class!