Media Smart aims to teach children 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
|Who produced this text, and why?||Production processes; economics; functions of advertising in the media|
|How does this text create meaning?||Use of images, sounds, language; branding and product image; rhetoric and persuasion|
|How does this text portray its subject?||Realism and fantasy; stereotyping, values; images of different social groups|
|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 children as active citizens of modern society.