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And there's the rub. Barely noticed, yet there, exerting a powerful influence on how children choose to buy, think, and act.
In previous posts I've discussed persuasive writing (Convince Me: Real-Life Uses for Persuasive Writing and So What’s Your Point? Persuasive Writing Using Picture Books) as well as financial literacy (Dollars and Sense for Students). Now Scholastic has teamed up with the Federal Trade Commission to combine these two ideas, plus the concept of media literacy, to produce the Admongo site and its related teacher resources.
The FTC site explains that
Advertising is a multi-million dollar business. Truthful advertising provides benefits to consumers and competition. It gives consumers the information they need to make better-informed purchasing and product use decisions. It also gives companies an incentive to modify their products to provide features that customers want. By contrast, false advertising interferes with decision-making and hinders competition.
Tweens have their own money to spend, and parents report that children play an important role in family buying decisions. Because kids are an important part of the marketplace, they often are the targets of advertising and marketing programs. The result is that American kids see ads wherever they go.
The four components of the campaign (a game-based website at Admongo.gov, sample ads that can be used in the classroom; a free curriculum, and teacher training videos) are designed to help students learn to ask three key "critical thinking" questions when they encounter advertising:
- Who is responsible for the ad?
- What is the ad actually saying?
- What does the ad want me to do?
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