Panoramic view of the Port

Advertising and consumption

Educational justification:

Advertising plays a large role in our society and, sometimes, we are not completely aware of it. We think that we are immune to the signs and adverts, etc. that constantly bombard us. The truth however, even though we may not want to admit it, is very different. We are "manipulated"; in other words, we are at the mercy of the financial interests of those who send these tempting messages telling us that everything is "good, beautiful and cheap". Even though we don't need the products advertised in all types of media, we end up buying them, "because it's a bargain". If it is hard for an adult to protect themselves from this "manipulation", then children are much more vulnerable. Adverts for toys and sweets, etc. are not aimed at parents, who have the money to buy these things for their children, but at the children themselves, who then do whatever is necessary to get their parents to buy them these products. For this reason, schools and parents, etc. need to educate children, whenever possible, to be critical in terms of advertising and it purpose. According to the compulsory curriculum guides written by the Ministry of Education and Science, we need to help children "separate information from advertising in the press". To do this, we need to "avoid extremist approaches. Advertising is a fact, a reality; students need to recognise it, analyse it and decode it. They need to be able to interpret the messages it sends". The method we can use (and in fact we will use) to achieve these objectives is to "analyse, review and make adverts for different media".

Piece of work linked to the following stage areas:

Knowledge of the surrounding area and Consumer Education.

Description of the work to be undertaken:

How?: We end the suggested activities for the Fishing Port section with a file about advertising and its relationship with consumption. The aim is to make students aware of how they need to respect endangered species and other fish and animals that are too small or young to be caught or killed. We also suggest that this awareness is reflected in an advert or advertising campaign that imaginatively tackles this serious problem.

Where?: In the classroom.

When?: After the visit.

Using what?: As well as file 18 and the included activities, you can also use leaflets and signs used in various advertising campaigns by the Ministry of Fisheries, which will serve as a model for carrying out your own advertising campaign. Using these campaigns (such as the one from a few years ago that said "Little fish, no thanks, you should let them grow"), you can ask the students various questions, such as: what is this campaign about?, what does it mean?, who is it aimed at?, are campaigns like this necessary?, why is it aimed at citizens on the street if they don't catch small fish?, have you heard in the media about any conflicts caused by fishing?, etc. Once they have answered some questions like these, which will have introduced them to the topic, it would be a good idea to gather some information from the media. Finally, you can ask the students to design an advertising campaign in groups aimed at raising awareness of the problems caused by indiscriminate fishing and the need to look after and protect the sea's natural resources.

Assessment: For the teacher to decide.

Complementary material: There is not a lot of information on this topic. However, every year, the Ministry of Agriculture, Fisheries and Food publishes leaflets, notices and materials referring to this and other similar topics.

Activity objectives:

To clarify certain ideas and concepts surrounding the influence of advertising when buying a certain product.

To help the students analyse adverts so that they can understand, review and form an opinion on them.

To enable the students to detect, assess and be aware of the consequences on the environment of consuming certain products.

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