Media Moments Western Reserve Public Media
 

Business Behind the Business

 

Deceptive Marketing — Middle School and High School

Deception, fraud, double-dealing, trickery, mislead…Have you heard these words? All of them imply your willingness to accept as what is true or valid for what is false or invalid. Advertising techniques can be gimmicks to hook the audience into believing something that may not be true or into paying money and not receiving the goods or services represented by the ads. It’s important for consumers to heed the old adage, “let the buyer beware!” We need to be aware of deceptive practices that try to fleece us. We need to make students aware of these practices and to become critical thinkers so that they can analyze marketing techniques.

Objective:

Students will find advertisements in the newspaper and analyze them for both their appeal and for their truthfulness.

Students will design a brochure that offers information about how to watch for deceptive or fraudulent marketing practices.

 

Material:

Newspapers, magazines, person to interview

 

Procedure:

  1. Discuss advertising techniques with students. Ask what things in the add draws their attention. (bold text, pictures, give-aways, the word “free,” etc.

  2. Have students go to the Internet to find information about fraudulent or deceptive market practices.

  3. Have the students design a brochure that includes information that they think is important to people to avoid being duped. Their audience can be children, adults or the elderly.

  4. Brochures can be made by hand or by using a computer program.

 

 

Evaluation:

The following rubric will be used for evaluation.

CATEGORY 4 3 2 1
Content - Accuracy All facts in the brochure are accurate. 99-90% of the facts in the brochure are accurate. 89-80% of the facts in the brochure are accurate. Fewer than 80% of the facts in the brochure are accurate.
Attractiveness and Organization The brochure has exceptionally attractive formatting and well-organized information. The brochure has attractive formatting and well-organized information. The brochure has well-organized information. The brochure’s formatting and organization of material are confusing to the reader.
Sources Careful and accurate records are kept to document the source of 95-100% of the facts and graphics in the brochure. Careful and accurate records are kept to document the source of 94-85% of the facts and graphics in the brochure. Careful and accurate records are kept to document the source of 84-75% of the facts and graphics in the brochure. Sources are not documented accurately or are not kept on many facts and graphics.
Graphics / Pictures Graphics go well with the text and there is a good mix of text and graphics. Graphics go well with the text, but there are so many that they distract from the text. Graphics go well with the text, but there are too few and the brochure seems “text-heavy” Graphics do not go with the accompanying text but appear to be randomly chosen.

Date Created: 2001-08-14

Copyright 2001, High Plains Regional Technology in Education Consortium

   
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