From the tablet to the TV screen, media are a huge influence on how we see ourselves and our world. Nowhere, perhaps, is that more true than when it comes to gender: media provide many of our ideas of what “male” and “female” are, and many of our models of how to behave, what to avoid doing, and whom to emulate in order to play the role we’ve been assigned.
In this lesson, students learn to question media representations of gender, relationships and sexuality. After a brief “myth busting” quiz about relationships in the media and a reminder of the constructed nature of media products, the teacher leads the class in an analysis of the messages about gender, sex and relationships communicated by beer and alcohol ads. Students analyze the messages communicated by their favourite media types and then contrast it with their own experience.
In this lesson, students explore a variety of anti-drinking and alcohol awareness campaigns in order to determine their effectiveness. Students will deconstruct the different approaches that have been used by various organizations to reach teens and young adults and will debate those techniques that are most likely to resonate with youth. In a summative activity, groups of students create and implement an alcohol awareness campaign for students.
In this lesson, students learn why the alcohol industry needs replacement (new) drinkers and how it exploits the needs and desires of young people in order to foster brand loyalty.
In this lesson, students investigate the importance of branding and messaging, especially as they relate to parity products such as beer and alcohol.
In this lesson, students think critically about culturally inherited gender stereotypes, and explore how stereotypes about men nd women are promoted and reinforced through the images and messages in alcohol ads.
In this lesson, students explore issues surrounding the marketing of alcoholic beverages on the Internet.
Understanding Brands is the third in this series and is intended as a stepping stone to Lesson 4, Interpreting Media Messages. In this lesson, students learn about the importance of branding for developing customer loyalty and recognition of products.
In this lesson, students look at the different groups in our society that deliver messages to the public about drinking and consider the influence of each of these groups on the attitudes and perceptions of young people.
The Association to Reduce Alcohol Promotion in Ontario is accepting submissions for the ARAPO Recognition Award until Friday, February 29th. (Yes, it's a leap year.) In the words of their Guiding Statement, the award is for “recognition of individuals (e.g. journalist, teacher, student etc.) or organizations (e.g. schools, businesses) that have made, and continue to make, outstanding efforts to reduce the effect of alcohol promotion in Ontario.” Nominations must be made jointly in writing by two or more members of the community, following a format you can find here.