Admogo

Everywhere you look, you see advertisements—not just on TV and online, but on buses, buildings, and scoreboards. Many ads target kids ages 8 to 12. Do your young people have the critical thinking skills to understand ads, what they’re saying, and what they want kids to do?

To help you equip your students with these valuable skills, the Federal Trade Commission (FTC), the nation’s consumer protection agency, has launched a campaign to teach kids about advertising. Admongo will help kids learn to ask three key “critical thinking” questions when they encounter advertising:

    • Who is responsible for the ad?
    • What is the ad actually saying?
    • What does the ad want me to do?

While Admongo focuses on advertising – helping tweens analyze commercial messages – the critical thinking skills you teach also will help tweens evaluate non-commercial messages, including editorial content and literature.

The campaign has four components: a game-based website at Admongo.gov; sample ads that can be used in the classroom; free lesson plans, developed with the assistance of Scholastic, Inc.; and teacher training videos. Check it out. Your tax dollars at work.

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