Action For Media Education

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Media messages, however, are designed to discourage thinking and encourage feeling. Our feelings are vulnerable; our brains are not. Once a person learns to think critically in one area, it is an epidemic of the best kind.

A media savvy spongehead will know:

- Who the target audience is

- What advertising techniques are being used

- What mood is set by the music

- How do advertisers make us feel that we 'need' their product

- What am I not being told, what important details are being left out

Another media-savvy middle school student reports, "I never knew how much commercials tricked us. Now I can't just watch the commercial. I have to figure out what trick they are using."

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