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ad it up
Teacher Resources
Quick Start Guide
What is AD IT UP?

AD IT UP is an interactive web-based program that empowers students by teaching them to think critically about tobacco advertising using the core concepts of media literacy.

What is media literacy?

Most experts define Media Literacy as "the ability of an individual to access, analyze, evaluate, and produce media in a number of forms." More specifically in relation to education, media literacy is the framework from which students can access, analyze, interpret, and evaluate media messages present in their everyday lives, from print to radio and electronics.

Why is media literacy important?

Young people in the United States are exposed to an average of 8 hours and 33 minutes of mass media content each day. Tobacco and many other corporate brands and products are advertised using mass media, which consequently increases the exposure of young people to their messages. These exposures parallel the magnitude of influence that mass media has over the opinion and beliefs of young people.

The ultimate goal of media literacy is not only to encourage young people to become conscientious and knowledgeable modern-day consumers; but also to empower them with the skills necessary to become confident members of society.

What are the general learning outcomes of AD IT UP?
  1. Students will be able to list the six words represented by the AD IT UP mnemonic (table below).
  2. Students will be able to explain in detail the main questions prompted by each of these words in relation to the critical process of analyzing media messages (table below).
  3. Students will be able to answer in writing the prompted media literacy questions when encountering a new media message, particularly cigarette ads.
  4. Students will be able to describe the effects of tobacco and nicotine on health in general and specifically on blood vessels, skin, mouth, and lungs.
  5. Students will be able to compare the differences in mortality rates between the top common causes of death in the U.S., and discuss in detail the reasons behind the drastically higher mortality rate caused by cigarette smoking as compared to other common causes of death.
Related Question(s) to Ask & Associated Media Literacy Core Concept(s)
Who are the Author(s) of this message and why did they produce it?
Directed at
Who is this message Directed at and why?
What are the Ideas or values represented?
How would different people interpret these Ideas differently?
What are the production Techniques used?
How are these Techniques likely to be effective?
What is Unspoken or omitted from this message?
Put it together
Put everything we have learned together and analyze media messages!

Sample Lesson Plan

Lesson Setup:
Quick introduction: Hi everyone, let's get started on our project for the day. Today we are learning about media literacy through an on-line program designed by researchers at the University of Pittsburgh School of Medicine. In this program, there are two cartoon characters who will narrate the program and lead you through the activities. There will also be some games to play and questions to answer.

Explain the procedures: Everyone will be able to work at their own pace, and will have 3 class periods to finish the activities; so there is no need to rush. There is a survey at the beginning and at the end. The surveys are not graded. So don't worry if you think you don't know the answer, just do everything to the best of your ability.

Lesson Opening:
Engage the students: Can anyone tell me what "media" is? Can you give some examples of media present your life? (If students are having trouble coming up with examples, prompt with questions about their daily activities: Did they watch TV before coming to school? Did they listen to music or the radio on the way to school? Did they see any big billboards on the road, or printed ads on buses? How about books and magazines?)

Explain the Objective: When you see a television commercial or read an ad in the newspaper or in a magazine, have you ever thought about who paid for that ad or who might have made it? What about the colors and techniques they use to grab your attention? Have you ever thought about who their target audience is or what messages might be left out of these advertisements? The program we will be doing today will help you think about these and other questions about the media that we see everyday in our lives.

Provide positive encouragement: This is meant to be a fun learning experience. If you have a question, raise your hand and I will help you.

Lesson Body:
Open up a web browser on your computer. On the address line, type in http://www.aditup.net (write http://www.aditup.net on the board).

(Make sure everyone has headphones)

When you open up the page, click on "begin student curriculum."
As we are doing this for the first time, fill out the forms for "register new user". (If you have an email address, please use your own email address; if not, please use:"(first name)_(last name)@aditup.net" (write this on the board). Then please make up a password that you will remember, because you will have to use it to get back to where you were at the next class. Before you click "register", please make sure your headphones are plugged in to the computer, because the characters will start talking immediately.

Lesson Closing:
Our class period is ending in a couple minutes. Please close your browser, it doesn't matter where you are in the program. We have (x) more classes to finish this. Your work is saved, and next time you log in it will start at the beginning of the section where you left off. Does anyone have any questions? See you next class!

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