Our paper deals with the relationship between sustainability, media advertisements and their effect on children. This topic is highly actual today, as the children of today, who grow up in front of the TV will be the consumers of tomorrow. The perpetual growth of consuming and gathering material goods is not serving the sustainable development.…

Visual images of gender from five years of three library publications were examined. Results, charted in five figures, are discussed in terms of journal covers, entire issues, text, advertisements, number of professional librarians, and academic versus general libraries. Findings show that women are visually underrepresented. (AEF)

Deconstructs the "kiddie porn" media frame used by the industry and mainstream media to characterize Klein's ad campaign. Extends scholarship on the construction of youth in the media, showing how the kiddie-porn frame produces and reproduces common-sense beliefs about the nature of youth. Suggests a metadiscourse encompassing the…

Media literacy is a topic that is being addressed globally as greater numbers of people become aware of the need to teach audience members how they are influenced by the media. Here, two of its broad categories - captive and voluntary - are identified. Examples of media literacy programs in Canada and Australia are also presented to illustrate the…

Deconstruction is a critical literary theory which focuses on the unintentional meanings of a text and aims to achieve an unprejudiced, value-free vision of the social and political power structures in society that combine to produce the text. The development of such critical skills in advertising students will deepen their ability to judge the…

Discusses five realms to explore when distinguishing the efficacy of images. Explores six ethical issues that the use of images raise, such as misconception and sensationalism. Proposes a strategy for analyzing controversial images and illustrates the use of this methodology by analyzing the use of "Joe Camel" in advertising. (CMK)

A method of pedagogical art criticism can be used to examine meaning in one of today's most pervasive forms of visual imagery: the advertising image. It was necessary for the art critical method to accommodate the following components of advertising imagery: (1) history; (2) purpose in a capitalist society; (3) function in society; (4) effects on…

This study examined the nature of adolescents' responses to ads and stories containing different degrees of stereotypical portrayal of females. Subjects were 115 students in grades 8 and 11 enrolled in English classes in two middle-class suburban school districts. The materials used consisted of four ads and two stories portraying females,…

This book is a guide for encouraging critical television viewing skills in children, allowing them to make up their own minds about the power and influence of television. The introduction addresses the importance of television in North America and compares viewing patterns with those in other countries. The text throughout is accompanied by…

This student workbook provides information about mass media and invites students to consider and respond to that information. Students are encouraged to use reading, writing, researching, critical thinking, interpreting, and debating skills in their responses. The book is organized into 8 chapters: (1) "The World of Media"; (2) "Television: Is…

Four different principles of visual manipulation constitute a minimal list of what a visually "literate" viewer should know about, but certain problems exist which are inherent in measuring viewers' awareness of each of them. The four principles are: (1) paraproxemics, or camera work which derives its effectiveness from an analogy to the…

Adults cannot adequately prevent their children from observing media messages. Students are actually safer if they are educated about analyzing and assessing unsavory messages for themselves. Appropriate media-literacy pedagogy involves five essential elements: background, tools, deconstruction of media techniques, product evaluation, and original…

Focuses on ways in which a group of high school students responded to fine art and other forms of visual culture, such as advertising images, cartoons, and propaganda posters. Discusses three emergent themes in student responses: (1) purposes of imagery; (2) interpretation of images; and (3) relationships among images. (DSK)

Within the scholarly debate about the value of visual literacy is the belief that visual literacy bestows the skill of critical viewing, or conscious appreciation of artistry along with the ability to see through manipulative uses and ideological implications of visual images. Critical thinking is commonly viewed as argument skills, cognitive…

In the United States, people have become resistant to advertising because they live surrounded by messages. However, in China, the average viewer is relatively naive about the use of commercial messages. An attempt was made to teach Chinese college students semiotic analysis of television commercials. Observations of Chinese television were made…