UNCOVER THE $$$ MESSAGE
A 4-H Consumer Education - Marketing Adventure
 OVERVIEW
This activity is designed to help youth become aware of and think critically about media’s role in
influencing our nutrition and physical activity choices.
 LIFE SKILLS
Creative thinking, reasoning, decision making, problem solving, and evaluating progress
 MATERIALS NEEDED
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Brainstorm Media Activity – flip chart paper and markers for each small group, tape
Commercials Activity - disk with commercials, Computer, LDC projector, maybe easier to use
internet access and piece of paper
Brand Identification – Copy of slogans cut up and stuffed in a balloon – one per person
Consumer Decision Making – sample classes one per each small group
Peer Pressure – Blindfolds, the letters RIGHT on separate sheets of paper
Bag of Fun – bag with food items and sports equipment
 ACTIVITY INSTRUCTIONS
1. Introduce the topic of media marketing. Share that on the average, youth ages 11 to 14 in the
United States spend on the average of 6 hours and 45 minutes using media daily. This is more
time than they spend doing anything else except sleeping.
2. Explain that there are different kinds of media and have the youth brainstorm all the different
kinds of media formats they can think of. Have youth look at their lists and identify each type of
media’s purpose; entertain, inform, persuade; newspaper to inform, dance to entertain.
3. Ask kids how they spend most of the time? Discuss how media can have a powerful effect on
their attitudes, behaviors and health. Media advertisements might promote low nutritional value
foods, in addition people often snack while they use media and do not realize how much they are
eating. While sports media may encourage interest in sports, people watch versus being active.
4. Watch some commercials and have the youth identify how they feel. Help the group identify if
the commercial is fact or fiction. What is the commercial trying to tell me? Do they want me to
buy something? (Commercials are available Media Smart Youth curriculum, through taping of
TV ads and at http://www.ifilm.com/superbowl?htv=12)
5. Have youth identify different slogan statements. For a movement activity cut up the individual
slogan statements and stuff into balloons that the youth then pop.
6. Practice making decisions by using the consumer decision making judging classes available online at http://www.fourh.umn.edu/programs/ConsumerDecMaking/kits.html. Read a situation
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with criteria and have the group first individual rank the given items as to what they would buy.
Have the group come to a consensus as to their ranking.
7. To have the small groups experience peer pressure, blindfold one team person and give the
letters R-I-G-H-T. Assign one team member the role to verbally help and another to incorrectly
help the blindfolded person spell the work correctly. Allow a minute to spell the work. And
award 100 points to those successful in their roles. Switch role with the assistants unidentified.
8. Have the group do paper bag commercials for food and sports products they draw from a bag.
 RELAX AND REFLECT
 How do advertisers try to influence what you think?
 Have you ever purchased or asked your parents to buy a product that you have seen advertised?
 How much influence do our peers have on the decisions we make?
 How much influence do people we really don’t know very well have on the decisions we make?
 APPLY
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How do we determine which people to listen to when asking advice?
Why is input from others sometimes helpful when making a decision?
How can we help prevent peer pressure from forcing us to make a poor decision?
How can we tell hype from fact when dealing with the media?
 TAKE HOME
 Youth may take home a copy of the advertising slogan identification worksheet.
 RESOURCES
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Media Smart Youth. US. Dept. of Health and Human Services, 2006 (http://www.nichd.nih.gov
– NICHD information resource center)
www.fourh.umn.edu/programs/ConsumerDecMaking/kits.html
Super Bowl Ads Showcase http://www.ifilm.com/superbowl?htv=12
Lesson adapted by Carrie Ann Olson, Regional Extension Educator, 4-H Youth Development and Kim
Asche, Regional Extension Educator, Health & Nutrition.
Copyright © 2005, Regents of the University of Minnesota. All rights reserved. For ordering
information call (800) 876-8636. The information given in this publication is for educational
purposes only. Reference to commercial products or trade names is made with the understanding
that no discrimination is intended and no endorsement by the University of Minnesota Extension
Service is implied. For Americans with Disabilities Act accommodations, please call (800) 8768636. Printed on recycled paper with minimum 10% post consumer waste. The University of
Minnesota Extension Service is an equal opportunity educator and employer.
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Media Messages
Lesson Background Information
We live in a complex media world. It influences our well being, our health, nutrition and physical activity.
Every day 11- 14 years old youth spend nearly 7 hours using media, including television, computers and video
games. We are barraged with marketing and advertising messages. In fact, over the last 3 decades, the number
of television commercials children viewed rose from about 20,000 per year to more than 40,000 per year. The
majority of these advertisements are for food, primarily candy, cereal and fast foods.
Health experts are calling for nationwide action to reduce the rising rates of childhood overweight and obesity.
According to a 2005 report from the institutes of medicine, more than 15 percent of young people in the United
States are obese, and many more are at risk for becoming overweight or obese. Youth take in more calories than
they need, but most don’t meet recommended intakes for several essential nutrients, including calcium,
potassium, and dietary fiber. Nearly half of American youth ages 12-21 are not physically active on a regular
basis.
“Young people ages 11 to 14 spend an average of 6 hours and 45 minutes a day using media. This is more
time than they spend doing anything else except sleeping.”
Media is everywhere and can have a powerful effect on our attitudes, behaviors and health. Knowing the
purpose helps us to be more aware of how media types are used and how media may affect us. Knowing the
purpose helps us to think critically about what we see and hear in the media. Many media advertisements
promote foods that are high in fat, and added sugar, and that do not have much nutritional value. Many people
like to snack while they use media and do not realize how much they are eating. They often choose high fat,
high added sugar foods that taste good and fill them up, but many not have much nutritional value.
Many media advertisement aimed at young people make food very tempting. TV ads often link eating with
“fun” and “excitement” which can lead away from eating to satisfy hunger. People are more likely to overeat if
they lose track of whether or not they are hungry. Media offer attractive role models who can inspire us to take
care of our bodies by eating smart and being active. But many portray body sizes and shapes that are unrealistic
and have little to do with being healthy. Media keep us busy but not necessarily active. People often choose to
use media instead of being physically active. Media often portray sports as fun, and exciting. Even though that
portrayal encourages an interest in sports, some people watch TV sports instead of being active themselves.
Seeing ads for products are the reason kids ask for certain products. Nutrition experts agree that all foods can
fit into a healthful diet when children and adults practice balance, variety and moderation in their food choices.
It is important to remember that foods such as whole grains, fruits, vegetables, lean meats and low fat dairy
products contain more nutrients than other foods and should form the foundation of their diets.
When you look at advertising sometimes you really don’t know if the advertiser is telling the truth or lying to
you. Half truths are really hard to distinguish. By making part of the message true, we naturally believe that the
rest of the message is true. Part of being able to analyze advertising is being able to tell fact from fiction. This
is easy to say, but hard to do in some cases. Reviewing actual commercials helps youth identify the messages
provided and products sold. Taking a given situation and making decisions based on the criteria and options
provided can help youth learn to use the decision making process.
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Are You Ad Savy? Name the product for each slogan!
1. Makes hamburgers taste like steak burgers.
34. Changing the way you look at fast food
2. The Real Thing
35. “Dude, You’re getting a/an ___”
3. Betcha can’t eat just one
36. Breakfast never sounded so good
4. Melts in your mouth, not in your hands
37. Like a Rock
5. Good to the last drop
38. They’re Grrrrreat
6. You’re in Good Hands
39. The few, the proud, the _____________
7. Finger Lickin’ Good
40. Be all that you can be
8. We love to see you smile
41. Just Do It
9. The quicker picker upper
42. You Can.
10. Discover the power to make your house a home..
43. Thousands of possibilities. Get yours.
11. 100% Juice for 100% Kids.
44. Like no other
12. Kid Tested, Mother Approved
45. If the picture matters, the camera matters.
13. Mmm Mmm Good!
46. Feel the cool rush
14. It takes a lickin' and keeps on tickin'
47. Grab life by the horns
15. Get Green
48. The make up of make up artists.
16. It keeps going, and going, and going.........
49. We make it simple to protect your home
17. Think outside the bun
50. Pure performance
18. We Love to Fly and it Shows
51. Love the skin you’re in
19. It’s the Cheesiest
52. Life. Energy. Intelligence.
20. Have it Your Way
53. The beauty of health
21. You Deserve a Break Today
54. Get the feeling
22. Share Moments. Share Life
55. The best a man can get
23. You can share half and still have a whole.
56. A style for every story
24. Snap! Crackle! Pop!
57. People First
25. Must See TV
58. Eat fresh
26. The Choice of a New Generation
59. Take Control
27. Can You hear me now?
60. Intelligence everywhere
28. Taste the rainbow
61. The perfect experience
29. Obey Your Thirst
62. Like a good neighbor
30. Get the Sensation
63. Good life. Good price
31. We’ll leave the light on for you
64. Strong and beautiful
32. For all your 2000 body parts
65. No matter where you are, you’re always in.
33. Ask how. Ask now.
66. Maybe it’s _____________.
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Are You Ad Savy? Name the product for each slogan. Master.
1. Makes hamburgers taste like steakburgers.
A-1
2. The Real Thing
Coca-Cola
3. Betcha can’t eat just one
Lays
4. Melts in your mouth, not in your hands
M &M’s
5. Never leave home without it
American Express
6. You’re in Good Hands
Allstate
7. Finger Lickin’ Good
KFC
8. We love to see you smile
McDonald’s
9. The quicker picker upper
Bounty
10. Discover the power to make your house a home...
Mr. Clean
11. 100% Juice for 100% Kids.
Juicy Juice
12. Kid Tested, Mother Approved
KIX
13. Mmm Mmm Good!
Campbell’s Soup
14. It takes a lickin' and keeps on tickin'
Timex Watches
15. Get Green
4-H
16. It keeps going, and going, and going.........
Energizer Batteries
17. Think Outside the bun
Taco Bell
18. We Love to Fly and it Shows
Delta Airlines
19. It’s the Cheesiest
Kraft Mac & Cheese
20. Have it Your Way
Burger King
21. You Deserve a Break Today
McDonald’s
22. Share Moments. Share Life
Kodak
23. You can share half and still have a whole.
Almond Joy
24. Snap! Crackle! Pop!
Rice Krispies
25. Must See TV
NBC
26. The Choice of a New Generation
Pepsi
27. Can you hear me now?
Verizon Wireless
28. Taste the rainbow
Skittles
29. Obey Your Thirst
Sprite
30. Get the Sensation
Peppermint Patty
31. We’ll leave the light on for you
Motel 6
32. For all your 2000 body parts
Lever 2000
33. Ask how. Ask now.
Sherwin Williams
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34. Changing the way you look at fast food
Arby’s
35. “Dude, you’re getting a ___”
Dell Computer
36. Breakfast never sounded so good
Jimmy Dean
37. Like a Rock
Chevrolet
38. They’re Grrrrreat
Frosted Flakes
39. The few, the proud, the _____________
U.S. Marines
40. Be all that you can be
U.S Army
41. Just Do It
Nike
42. You Can
Army National Guard
43. Thousands of possibilities. Get yours.
Best Buy
44. Like no other
Sony
45. If the picture matters, the camera matters.
Nikon
46. Feel the cool rush
Trident
47. Grab life by the horns
Dodge
48. The make up of make up artists.
Max Factor
49. We make it simple to protect your home
Benjamin Moore Paint
50. Pure performance
Hondas
51. Love the skin you’re in
Olay
52. Life. Energy. Intelligence.
l.e.i.
53. The beauty of health
Pantene ProV
54. Get the feeling
Toyota
55. The best a man can get
Gillette
56. A style for every story
Levi’s
57. People First
Saturn
58. Eat fresh
Subway
59. Take Control
BF Goodrich Tires
60. Intelligence everywhere
Motorola
61. The perfect experience
JVC
62. Like a good neighbor
State Farm
63. Good life. Good price
Sears
64. Strong and beautiful
Soft & Dry
65. No matter where you are, you’re always in.
Arizona Jean Co.
66. Maybe she’s born with it. Maybe it’s _____________.
Maybeline
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