Many preschoolers are already active computer users. According to a 2012 Ofcom report, one-third of children ages 3-4 access the Internet using a computer, while a 2011 survey by Common Sense Media found that roughly the same number have used mobile devices such as smartphones and tablets. While children at this age have a limited attention span for online activities, Internet images and sounds can stimulate their imaginations and add to their experiences.
In this lesson, students will learn about the concept of branded content and will learn to differentiate between branded images and videos and non-branded images and videos in online and offline contexts through a series of questions and discussions.
In this lesson, students consider the role of snack foods in a healthy diet. The teacher then guides them on a tour of popular sites aimed at children, where the class identifies and classifies the advertising encountered there and looks at how the food products being advertised fit – or don’t fit – in the food groups found in the Canada Food Guide. Students then play the game Co-Co’s AdverSmarts to understand some of the techniques used by online food marketers and then create their own mock website promoting a healthy diet.
In this lesson, students are introduced to the idea of online advertising and look at the ways that marketers create immersive and appealing online environments that draw and hold children’s attention. After studying common advertising techniques, students play an educational online game that lets them put their learning into action by “creating” a site advertising a fictitious cereal, Co-Co Crunch.
In this lesson, students are introduced to the idea of online advertising and look at the ways that marketers create immersive and appealing online environments that draw and hold children’s attention. After studying common advertising techniques, students play an educational game online that lets them put their learning into action by “creating” a site advertising a fictitious cereal, Co-Co Crunch. Students then look at examples of real commercial environments and watch for “weasel words” used by advertisers.
The following section looks at the ways in which children and youth are targeted and marketed to online and the associated issues. It also provides strategies to help kids develop the media smarts they need to play – and not unwittingly pay – when they go online.
Protecting Your Privacy on Commercial Websites - Tip Sheet
The Internet provides marketers with many opportunities to elicit personal information from children. Kids love playing on the Web, and commercial sites for children are continually ranked as top online destinations.
This lesson introduces students to the online marketing techniques that are used to target children on the Internet. It begins with a guided discussion about the similarities and differences between traditional marketing methods and online advertising and why the Internet is such a desirable medium for advertisers to reach young people. Student activities include a survey of the marketing techniques used on several commercial websites for children; the creation of a commercial website for kids that incorporates common marketing strategies; and an analysis of case studies about online marketing to young people.