Made You Look: How Advertising Works and Why You Should Know by Shari Graydon, Michelle Lamoreaux

THE kids' survival guide to advertising, revised and updated for the digital age. Ads are everywhere these days: they are trying to be your friend on Facebook, popping up in the background of your videogame, and even messaging your phone when you walk by a store. More than ever before, kids are the prime target of these marketing messages. But they also have more power than ever to fight back. For ten years, Made You Look has been an essential self-defense guide for anyone trying to make sense of the complex world of advertising. Now fully revised and with a fresh new look, the book has been updated to reflect the modern ad landscape, from digital tracking and cookies (not the chocolate chip kind!) to social media, viral videos, and reality television. From the earliest roots of advertising to the undercover marketers of the 21st century, this revealing book shows readers where ads come from, how they work, and why kids need to be informed. Bursting with real-life examples, thought-provoking questions, hip illustrations, and plenty of tips to empower young consumers, Made You Look is every kid's ultimate guide to the advertising universe. Editorial Reviews Data-filled and slightly tongue-in-cheek, this book explores the world of advertising and informs young consumers; they will learn about consumer power, complaint power, and companion power. - Library Media Connection Revised to reflect a fast-changing ad landscape with its cookies, social media, text messaging and use of reality TV. Written in a slightly cheeky way that will appeal to its young audience (grades five to eight), this publication will significantly expand its readers' awareness of just how pervasive advertising is and the many different techniques of the sell. An informative, entertaining and empowering read with colourful and appealing graphics. - Green Teacher Revised and updated for the digital generation. This delightful, datafilled, and slightly tongue-in-cheek exploration of the world of advertising entertains and informs young consumers. Beginning with a look at the history of advertising, the author then takes readers on a lively journey through labels, targets, subliminal messages, and the power of the teenage voice. Teens will learn about consumer power, complaint power, and companion power, and how they can affect how companies advertise. Visually attractive sidebars provide quick facts, top ten lists, and DIY experiments. Source notes clearly show the author's significant amount of research. Teachers will find ways to use this title in their classrooms, and reluctant readers will find themselves attracted by the catchy illustrations and layout. Index. Recommended. - Library Media Connection - Michaela Schied I found this to be an eye-opening look into the world of advertising because even as an adult it's sometimes easy to fall for some of the ploys that some companies use to get you buy their products. - Book Girl A primary example of how advertising influences us comes in the form of a justified and useful tool: the newly updated and revised edition. If you think advertising doesn't leave any kind of impression on us, better think again.... Why does this book have such great potential? For starters, Shari Graydon is an expert on how she reaches as many readers as she can, pointing them in the right direction to look for the true, fake or misleading types of advertising.... Another plus for readers is that Graydon really knows her stuff. - Manhattan Mercury - Carol A. Wright Data-filled and slightly tongue-in-cheek, this book explores the world of advertising and informs young consumers. - Curriculum Connections - Shelley Glantz A unique nonfiction title that uses eye-catching graphics and funny captions. It begins with the history of advertising and addresses how advertisers seduce consumers, and current advertising approaches, illustrating the paths marketers of products have taken, how they have succeeded, how they have failed, and where the trends in advertising can lead. The book also gives the reader the opportunity to consider how advertising surrounds us... The book itself cleverly uses plenty of graphics and eye-catching colors to grab the reader's attention and to make the important points stand out. It is an enjoyable read with lots of humor, and serves as a great resource for young people to get the facts about advertising, the hidden messages it carries, and the influence it has on society. - BookHoopla I'll be eager to get this into the hands of my readers. - Ms. Yingling Reads The thoughtful and balanced presentation, clear explanations and entertaining real-life examples are a solid starting point for getting children -- and adults -- to think critically about the way that products are advertised. - The Guardian [Review of previous edition:] Author Shari Graydon uses a lively style to attract teens and encourage them to make informed choices about their consumption and spending. - Teacher Librarian - Deborah Taylor [Review of previous edition:] Lively, view-changing stories of advertising principles, psychology and history are followed by activities you can try at home. - Raleigh News and Observer - Susie Wilde [Review of previous edition:] Engaging and intelligent. - Montreal Gazette - Susan Schwartz [Review of previous edition:] Intelligent observation and reflection by children 9 and older is encouraged in [this book]... Children are both the mouse to be caught as well as the cheese in the bait in commercial ads today. - Chicago Sun Newspapers - Linda Piwowarczyk [Review of previous edition:] [Made You Look] is an excellent book on a topic that becomes more and more important every day -- advertisers marketing their products to children. Shari Graydon, a veteran media literacy activist, clearly knows her stuff. ... Without coming across as preachy or judgmental, Graydon has done an amazing job of presenting what has up to now been a marginal topic. She even includes example of what some kids may think of as good ads.... This balanced approach to the topic lends a lot of credibility to Graydon's arguments. I cannot think of a single person -- child or adult -- who would not benefit from reading this excellent, entertaining book on a very important topic. Highly Recommended. - Canadian Materials - Grace Sheppard [Review of previous edition:] The book is less anti-advertising than pro-thoughtful consumer, and kids who read this book will be better prepared than most to deal with the marketing onslaught. - Bulletin of the Center for Children's Books [Review of previous edition:] [Starred review:] Lively analysis seeks to raise preteens' awareness... brimming with anecdotes, facts, and quotes... once they start reading, they'll find themselves sucked in. - Booklist / RBB - Jennifer Mattson [Review of previous edition:] Eye opening.. this book should be read by both children and their parents. - BC Parent - Elizabeth Shaffer 11/01/2013 Gr 5-8--This lively title is a clever, colorful examination of advertising from its humble beginnings through its current status as an unavoidable juggernaut. The opening chapter traces the history of advertising, the art of persuasive communication, and the idea of consumerism. The book outlines changes in technology and marketing techniques over time. It offers a balanced presentation, arguing both sides of controversial topics such as the impact of advertising and its use within schools. The elements of a campaign are discussed, from words to images and jingles. Readers learn that products can be promoted in ways that don't seem like advertising, about regulations, and about how to be an empowered consumer. Sidebars include facts, questions to provoke thought, and more. This satisfying volume delivers its message with great style, bold graphics, and cartoons. This edition discusses the dramatic changes in technology, social media, and the Internet since the first edition, published in 2003. The information encourages practical application of real-world skills with consumer savvy, computer literacy, and critical thinking. An excellent introduction.--June Shimonishi, Torrance Public Library, CA - School Library Journal Made You Look: How Advertising Works and Why You Should Know by Shari Graydon, illus. by Warren Clark, is a thought-provoking resource for children who daily face a sea of marketing. The book details the history of promoting products, controversial methods of advertising and ways that children are exposed to and affected by ads targeted directly at them. The author delivers the information in an understandable, entertaining manner. Copyright 2004 Reed Business Information. - Publishers Weekly I cannot think of a single person -- child or adult -- who would not benefit from reading this excellent, entertaining book - Grace Sheppard - Canadian Materials Eye opening.. this book should be read by both children and their parents. - Elizabeth Shaffer - BC Parent Engaging and intelligent. - Susan Schwartz - Montreal Gazette Uses a lively style to attract teens and encourage them to make informed choices about their consumption and spending. - Deborah Taylor - Teacher Librarian Intelligent observation and reflection by children 9 and older is encouraged in [this book]. - Linda Piwowarczyk - Chicago Sun Newspapers [Starred review:] Lively analysis... brimming with anecdotes, facts, and quotes... once they start reading, they'll find themselves sucked in. - Jennifer Mattson - Booklist / RBB Lively, view-changing stories of advertising principles, psychology and history are followed by activities you can try at home. - Susie Wilde - Raleigh News and Observer [Starred review:] Lively analysis... brimming with anecdotes, facts, and quotes... once they start reading, they'll find themselves sucked in. - Jennifer Mattson - Booklist