{"content":[{"text":"Going for Gold: Ads from the Olympic Games","bbox":{"left":0.076183,"top":0.013031,"width":0.400451,"height":0.019782}},{"text":"Written by Quentin Hancock \n Tuesday, 18 November 2008 15:42 - Last Updated Monday, 06 July 2009 07:46","bbox":{"left":0.076183,"top":0.043961,"width":0.5938880000000001,"height":0.03385199999999999}},{"text":"Advertisers often create different ads to sell the same product to different (niche) audiences. \n They spend large amounts of research time and money to determine what appeals to certain \n audiences. Television advertisers for the Beijing Summer Olympics used a number of strategies \n to market their brands, and creating a sense of heightened emotional participation in the lives of \n athletes was one of the most common--and popular--approaches advertisers used. With this \n Media Lit Moment, you can help students identify some of the responses advertisers hoped to \n elicit from viewers of the summer games.","bbox":{"left":0.071899,"top":0.12347,"width":0.852687,"height":0.12970800000000002}},{"text":"Have students investigate their responses to an advertisement about a famous Olympic defeat \n (Visa).","bbox":{"left":0.071899,"top":0.30164,"width":0.841459,"height":0.040622999999999965}},{"text":"AHA! This advertiser knows I’m a fan of the Olympic games and has targeted this ad to me to \n stir my emotions. They want me to like their brand because I like the Olympics!","bbox":{"left":0.071899,"top":0.390469,"width":0.84121,"height":0.04087999999999997}},{"text":"Key Question #3: How might different people understand this message differently?","bbox":{"left":0.071899,"top":0.479554,"width":0.746022,"height":0.023063}},{"text":"Core Concept #3:","bbox":{"left":0.071899,"top":0.550823,"width":0.16689299999999996,"height":0.021580000000000044}},{"text":"Different people experience the same media message differently.","bbox":{"left":0.250961,"top":0.551079,"width":0.581495,"height":0.022805999999999993}},{"text":"Grade Level:","bbox":{"left":0.071899,"top":0.622091,"width":0.12211999999999999,"height":0.021580000000000044}},{"text":"middle school +","bbox":{"left":0.206192,"top":0.622347,"width":0.140606,"height":0.022805999999999993}},{"text":"Materials: Still frame from or entire advertisement by Visa for Beijing Olympics which narrates \n the injury and defeat of Derek Redmond in a 1992 summer games track event. Computer with \n internet access and projection screen; OR overhead projector and transparency for still shot.","bbox":{"left":0.071899,"top":0.693359,"width":0.8456289999999999,"height":0.058697}},{"text":"Resources: Article on Olympic advertisements from August 18th Wall Street Journal online, \n which includes a free video link to the advertisement. http://online.wsj.com/article/S \n B121901681793648157.html \n And/or sample still shot from: \n http://www.astropix.com/SPORTSPIX/OLYMPICS/1992/92_11.HTM","bbox":{"left":0.071899,"top":0.800261,"width":0.8487060000000001,"height":0.09433099999999994}},{"text":"1 / 2","bbox":{"left":0.885489,"top":0.952395,"width":0.026152000000000064,"height":0.015203999999999995}}],"images_bbox":[],"images_bbox_not_text_overlap":[]}