Mad for Ads

Erica Fyvie
Ian Turner

This amusing and engaging behind-the-scenes look at advertising and its influence will help kids decode the ads that surround them every day and make smart decisions.

For children growing up in an advertising-saturated world, here's an eye-opening explanation of what advertising is, how it works and why that matters. The book covers the components of an advertising campaign, from slogans to logos, and the many ways marketers seek to influence behavior, from tapping into fears to using psychological pricing. It then brings these techniques and tools to life by taking readers through the creation of two fictional advertising plans. Along the way, there's information about the strategies that advertisers use to influence their audience, as well as valuable background on how digital technology allows companies to track people and what that means for privacy. It's a savvy look at the business of advertising that teaches children to pay better attention to ads and be more discerning about the messages they find.

Award-winning author Erica Fyvie has geared this vital, comprehensive and entertaining look at advertising to children who are just beginning to notice and to be swayed by brands. By building media literacy and promoting critical thinking about all kinds of marketing tools --- from in-game ads to social media “kid influencers” --- the book empowers readers to analyze and respond to what they see every day. Relevant, child-friendly language and examples, along with bold and humorous illustrations by Ian Turner, keep the pages lively and interesting. There are direct curriculum links to language arts, visual arts, technology and social studies lessons. Also included are a glossary, index and selected bibliography.

978-1-5253-0131-5 | May 4, 2021
List Price: USD $17.99, CAD $18.99
4-color 8 1/4 x 9 3/4 64 pages
Grades: 5 To 7 / Ages: 10 to 12
978-1-5253-0778-2 | May 4, 2021
List Price: USD $11.99, CAD $11.99

Awards & Reviews

“This upbeat, up-to-date look at advertising helps young readers understand just how insidious marketing can be.”
— Booklist, March 2021
“Judicious as well as useful ...”
— Kirkus Reviews, March 2021
“... a wonderful introduction to the expansive topic of advertising.”
— Quill & Quire, May 2021
“By the end ... readers should be better consumers of advertising ...”
— CM Magazine, May 2021
“This book explores how ads work, including what makes them personal to different audiences.”
— Owl Magazine, June 2021
“The timely Your Digital Footprint, Apps, and Social Media sections may prove to be eye-opening to students, inspiring discussion and experience sharing.”
— School Library Connection, November 2021
2022 - Yellow Cedar Award, Ontario Library Association, Nominee

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