Counter+Ad+Creation

Creating Counter Ads You can “talk back” to deceptive or harmful media messages by creating counter-ads. These are parodies of advertisements, delivering more truthful or constructive messages using the same persuasion techniques as real ads. By creating counter-ads, you can apply media literacy skills to communicate positive messages, in a fun and engaging exercise. The simplest way to create a counter-ad is to alter a real ad (magazine or newspaper ads work best) by changing the text or adding graphic elements; just write or draw over the original ad, or paste new materials onto it. A counter-ad can also be created by drawing a new image, copying the design and layout of a real ad. Collage techniques work well, too. You can also write scripts for radio or TV counter-ads, and read them to the class. Or take it a step further and record or videotape your counter-ad.


 * Here are a few tips on making effective counter-ads: **
 * **Analyze**. Look at several real ads and try to figure out why they’re effective. The best counter-ads use the same techniques to deliver a different message.


 * **Power**. Your message has to break through the clutter of all the real ads that people see or hear. Think about what makes an ad memorable to you. What techniques does it use to grab your attention? Use them.


 * **Persuade. **Use the same persuasion techniques found in real ads – like humor, repetition, or flattery -- to deliver your alternative message.


 * **Pictures. **Visual images are incredibly powerful. People often forget what they read or hear, but remember what they see. The best counter-ads, like the best ads, tell their stories through pictures.


 * **Rebellion. **<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;"> Advertising targeted at young people often appeals to a sense of youthful rebellion. Effective counter-ads expose misleading and manipulative advertising methods and turn their rebellious spirit toward the corporate sponsors who use them.


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">“KISS” **<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**– Keep It Short & Simple.** Use only one idea for your main message. Focus everything on getting this message across.


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Plan. **<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Try to think of everything – words, images, design -- before you begin production. Make a few sketches or rough drafts before you start crafting the final product.


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Practice. **<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">If you’re going to perform a radio or TV script (and especially if you’re making an audio recording or video) your cast and crew will need to rehearse. Then, rehearse it again.


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Teamwork. **<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;"> Working in a team can lighten your workload and spark creativity. Brainstorm ideas as a group. Make sure all members share responsibility for the work.


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Revise. **<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">When you think you’re finished, show your counter-ad to uninvolved people for feedback. Do they understand it? Do they think it’s funny? Use their responses to revise your work for maximum impact.


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;"><span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**Distribute**. Your ideas are meant to be seen! Make copies of your counter-ads and post them around your school. Get them published in your school newspaper. Show your videotape to other kids and adults. Your counter-ad can stimulate needed discussion and debate around media and health issues.


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">**<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Have fun! **<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Making a counter-ad is a fun way to learn about media and health, to be creative, and to express your views. Enjoy it!