There's an old urban legend called “the water engine,” which tells of the discovery of a way to turn water into fuel. There are variations to the story – sometimes it's tap water, sometimes sea water; in recent versions it's specified the fuel is nonpolluting – but the ending is always the same: the invention is suppressed by the oil companies, either by buying the invention and burying it or by forcing the inventor into ruin and suicide.
New York's Gramercy Park is a curious institution: two acres of fenced-in greenspace that is accessible only to those who own the houses surrounding the park. (Non-residents must either stay at the Gramercy Park Hotel or join the Players Club or National Arts Club if they want to visit, and each of these institutions has a limited number of park keys.) Private parks like it are the exception, of course, not the rule: since the days of Frederick Law Olmsted, who campaigned for and designed city parks across North America (Central Park, in New York, and Montreal's Mount Royal Park among them) we have come to expect most of our recreational spaces to be public. Cities and neighbourhoods are routinely rated on both the quantity and quality of their parks, and any suggestion that these services should be cut back always receives violent reactions from taxpayers; playgrounds, too, are public by default.
Parents of young children have an important role to play in protecting their kids from invasive marketing and in educating them about advertising from an early age.
In this lesson students look at less obvious methods used by advertisers to reach consumers. Students first learn about “soft sell” ads that don’t make specific claims about a product. They then consider reasons why companies choose to use them over hard sell techniques. They will then focus specifically on why various companies might choose to use soft sell techniques as subtle forms of advertising in groups.
Ads like the one above have been appearing in public transit systems in Ottawa, Toronto and other Ontario cities over the last month, supposedly promoting a drug called “Obay” which prevents teenagers from having their own thoughts, hopes and dreams. It's a classic example of viral marketing: an ad campaign that doesn't actually name the product or service being promoted, but rather tries to get people talking about it in the hopes that when the product is finally unveiled the effect will be greater than a traditional ad campaign could have managed.
Last year in this space we wrote about how summer movies serve as advertisements for various kinds of merchandising. The success of 2007's Transformers and its sequel this summer point to a different but similar trend: making movies that are actually about the toys companies sell.
Joe McGinniss’ book The Selling of the President had a shocking title for 1968, suggesting as it did that in the television age the presidency had become nothing more than another product to be packaged and sold. MediaSmarts’ resource, Watching the Elections (a lesson for Grades 8-12), shines a light on how the different aspects of an election – from the debates to political ads to the candidates themselves – are actually media products.
This lesson introduces students to the ways in which commercial apps and websites collect personal information from kids and to the issues surrounding children and privacy on the Internet. Students begin by considering how comfortable they would be with people knowing various things about them, and then watch and discuss a video which explains how targeted advertising works. They then explore the idea of targeted advertising through a class exercise in which Prince Charming tries to target Cinderella with an ad for glass slippers, and then analyze how their own personal information might be used to target them with ads. In the second part of the lesson, students are introduced to privacy policies and how they are rated by the website Terms of Service, Didn’t Read. They read and analyze the site’s rating for a popular app and then learn ways to limit data collection. In an extension activity, students are introduced to the idea of “dark patterns” and imagine how the Wicked Queen might use them to convince Snow White to accept “poison” cookies.