Mad for Ads

April 15, 2021
A quick overview of common advertising tricks and techniques, with sample campaigns for young entrepreneurs and influencers. Without taking a more than mildly alarmist tone Fyvie takes readers on an "AD-venture" to explore how advertisers consider placement, repetition, color, graphic design, testimonials, and like elements to attract notice, achieve brand loyalty, play on fears or aspirations, and, where appropriate, encourage children to use their "pester power." Rather than cite actual people, products, or campaigns, she delivers general advice for readers with an interest in creating personal brands, online and otherwise, and also outlines general promotional strategies for a commercial product ("Bubblarious!(R) Bubble Gum") and an e-waste recycling service ("Scrap Heap Fleet(TM)") to show some of the techniques in action. Along with describing how bait-and-switch and other deceptive practices work, she also discusses privacy in an age of data tracking and other issues--including racial and other representation in advertising. The closing resource list includes both handbooks and cautionary screeds. Turner casts actively posed human figures with brown, orange, blue, and green skin, as well as some in wheelchairs, in the cartoon illustrations scattered throughout. (This book was reviewed digitally with 10-by-17-inch double-page spreads viewed at 80% of actual size.) Judicious as well as useful, even without real-world examples. (glossary, index) (Nonfiction. 8-11)

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March 15, 2021
Grades 5-8 This upbeat, up-to-date look at advertising helps young readers understand just how insidious marketing can be. Readers develop advertising campaigns for two make-believe clients, evaluating brands, slogans, taglines, and promotional copy in light of false claims, spin, testimonials, and small print. Engaging scenarios show how advertising worms its way into consumers' brains (through psychological pricing, repetition, and sensory branding) and warn how digital footprints (apps, games, and social media) allow marketers to develop consumer profiles. The final chapter gets personal: referring back to previous chapters, readers are asked to reflect and answer multiple-choice questions to gain insights into their own brands. This crucial, final task acknowledges how hard it is to be constantly bombarded with messaging. Kids are encouraged to use their new skills to recognize advertising ploys, let marketers know that they expect to see equal representation in advertisements, and speak up if they find images or messages offensive. Filled with cartoon illustrations, flowcharts, time lines, charts, and graphs, plus a glossary and bibliography, this attractive offering will brighten up the consumer-education shelf.

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