Logo Title Quebec Reading Connection

Made You Look: How Advertising Works and Why You Should Know

Graydon, Shari (Author)
Lamoreaux, Michelle (Illustrator)
Annick Press 2013. 155 pages
First published: 2003
ISBN: 9781554515615 (hardcover)
9781554515608 (paperback)
Original language: English
Dewey: 659.1
Book type: Non-Fiction

Text Elements:

evocative language, layout, multimodal

Award

The Forest of Reading – The Red Maple Award (Non-Fiction) Nominee – 2005

Reading Range

 
Cycle
Elementary
Secondary
 
1
2
3
1
2
ELA
K
1
2
3
4
5
6
1
2
3
4
5
ESL
1
2
3
4
5
6
1
2
3
4
5
ESL Intensive & Enriched
5
6
1
2
3
4
5

Description:

Colourful and fully illustrated, this young consumers’ guide demonstrates how advertising affects us all. Conversational yet succinct language conveys concepts in six fairly dense and lengthy chapters, such as “Ad Power”, “You’re the Bulls-Eye” and “Can They Do That?!”

Historical context discusses changing methods and more. Readers are encouraged to consider issues resulting from product placement, social advertising and selling to children: “In fact, more than 90 percent of preschoolers ask their parents for toys or food they see advertised . . . why would companies spend money on advertising if it didn’t work?”

Sophisticated cartoon art provides editorial illustrations, mock advertisements and whimsical storylines. Layouts make good use of charts and graphics to convey facts and perspectives on issues such as the deployment of Channel One Television in US schools, fast food ads and misleading language in advertising (“On the Language Lookout”).

The final section urges readers to make ads for their own causes and events, using the methodologies of ad makers. Altogether, this useful book can raise readers’ awareness in order to help them manage the increasingly ad-cluttered landscape. Back material includes a list of government regulators and consumer organizations.

  •  

    Explore traditional forms of advertising (print ads, TV commercials, product placement, etc.) as well as contemporary forms (sponsored content on video-sharing websites and social media).

  •  

    Think about and list all the ads you see in a day. Is the number more or less than you expected? Which ads do you see most often?

  •  

    Research and select effective techniques to create advertisements for a product, event or public service.

  •  

    Think about and list all the ads you see in a day. Organize these into effective and less-effective. In small groups, discuss possible reasons for these differences.

  •  

    Find online ads that tell their story entirely in pictures, without dialogue. Provide a written text for one of these wordless commercials. Use a writing technique from the book to grab your target audience’s attention.

  •  

    Create a 20-30 second video ad for a product that might appear on a popular social media platform. Prior to presenting it to classmates, give them a listening intention: determine your target audience and identify the advertising strategies they notice.

  • Personal Development
  • Visual Arts