10-Second Review: A series of questions about broadcast advertising
Title: “Media Literacy: The Right to Know.” Herb Karl. English Journal (October 1974), 7 – 9. A publication of the National Council of Teachers of English (NCTE).
Quote: “About Broadcast Advertising—What claims, if any, are made about the product or service advertised? What can be verified? What appeals are made and what is the nature of the appeals: sex? security? femininity? masculinity? individuality? What assumptions…underlie the appeals? Do I ‘buy’ the appeal? Generally, who uses broadcast media for advertising, when do they advertise and at whom is their advertising aimed? What larger socio-political assumptions underlie broadcast advertising?”
Comment: Writing from 2008, I think the questions are good. But the advertising comes at me so quickly today that I don’t have time to respond to these questions. I would need to isolate commercials and run them again and again in order to determine the answers to these questions. And before I would have the answers, the advertising would change, needing a whole flock of new answers. Maybe a simpler list of generic questions would be better? What should be the first question everyone should ask of an advertisement? RayS.
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