Peer Review

The Good, the Bad, the Ugly

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Effectiveness:

Ease of Use:

Overview:: The Public Relations Committee of the Advertising Women of New York were charged to create an awards ceremony that would celebrate advertising that depicted women positively, and embarrass those advertisers whose ads denigrated women. The only judging criterion was, Would you show the ad to your daughter or son?; The overwhelming success and positive press encouraged PR Committee to make the event an annual awards ceremony. These ads can be used in the classroom to demonstrate how discriminatory some of the ads are.
Type of Material:: Collection
Recommended Uses:: - This can be an in class discussion - A writing assignment - Preparation for a debate - Use as reference in homework
Technical Requirements:: Real Player to play the videos Tried this on Internet Explorer, Firefox, Safari and Chrome
Identify Major Learning Goals:: - Advertising and social responsibility through the medium of TV - Assessing positive messages versus negative messages - Learn about marketing messages
Target Student Population:: Undergraduate and graduate marketing classes
Prerequisite Knowledge or Skills:: Learner should have some knowledge of advertising goals and graphic layouts

Rating:
Strengths:: - Variety of print and TV advertisements with categories of grand good, good and bad - When the videos work, they are great examples of positive and negative gender messages - Can be used without context, however, some background for how to use it with an assignment would be needed - A good amount of material is available for review and use
Concerns:: - The latest updates are from 2007. Ads are only from year 2000-2001 - Some information on why the ratings were applied would be great at a teaching tool - I could not find any explanations/criteria - Not really clear on how to view some videos, tried it on at least a couple of browsers and some videos would just not play - Web browser hasn't been updated for current ADA standard

Rating:
Strengths:: - This is easy to integrate into assignments - A great conversation tool for in class discussions/debates - A very efficient tool because video is so powerful - Actual adds rated by a professional organization as to good vs. bad ads gives the learner a professional's opinion of usefulness of ad
Concerns:: - No learning objectives, so faculty have to be clear on those - Is a standalone, does not provide baseline knowledge for students to assess materials/content - Does not identify any pre-requisite knowledge, thus faculty will have to assess - The fully critique of ads are not available unless viewer purchases subscription, so the Product, Business Sector, Tagline, Market, Creative director Photographer is inaccessible as data

Rating:
Strengths:: - The video is very engaging - Is a nice interactive format - Easily organized so it is easy to find content - Visual detail of the ads is high
Concerns:: - No ADA, i.e., scripts for the videos - Some videos were not easy to view - Faculty have to provide instructions for use

Other Issues and Comments:: - You would want to review all materials and determine if appropriate for age group or provide any warnings to students that might be sensitive. The images are not rated as G or even PG so usefulness in a high school or lower grade would not be possible. - Since it is geared towards assessing denigration of women in advertising, some of the images, while not explicit, do imply sexual connotations
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