Every day, your child is exposed to advertising – not just on TV and online, but on buses, buildings, and even inside their classrooms. Many ads target kids ages 8 to 12. Given what kids see and hear around them, it's important for them to know how to decode and understand ads.
The Federal Trade Commission (FTC), the nation's consumer protection agency, has created the Admongo campaign to help teach kids about advertising. The campaign has four parts:
- a game-based website at Admongo.gov;
- sample ads that can be used in the classroom;
- a free curriculum for use in the 5th and 6th grades
- teacher training videos
Together, these tools can help teach kids basic ad literacy skills.
As a parent, you can be a valuable partner in this campaign to help equip your kids with the critical thinking skills they need to be smarter consumers. With your help, kids can learn to ask three key "critical thinking" questions when they encounter advertising:
- Who's responsible for the ad?
- What is the ad actually saying?
- What does it want you to buy, do, or think?
By applying the information they learn through this campaign, your kids will be able to recognize ads, understand them, and make smarter decisions as they navigate the commercial world.
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Promote Your School! (PDF)
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