Made You Look: How Advertising Works and Why You Should Know

Overview

THE kids' survival guide to advertising, revised and updated for the digital age.

Ads are everywhere: they try to be your friend on social media, pop up in the background of your videogame, and even message your phone when you walk by a store. Increasingly 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 youth ...

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Overview

THE kids' survival guide to advertising, revised and updated for the digital age.

Ads are everywhere: they try to be your friend on social media, pop up in the background of your videogame, and even message your phone when you walk by a store. Increasingly 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 youth 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 browser cookies 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 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.

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Editorial Reviews

Chicago Sun Newspapers - Linda Piwowarczyk
[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.
Raleigh News and Observer - Susie Wilde
[Review of previous edition:] Lively, view-changing stories of advertising principles, psychology and history are followed by activities you can try at home.
Booklist / RBB - Jennifer Mattson
[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.
Teacher Librarian - Deborah Taylor
[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.
Montreal Gazette - Susan Schwartz
[Review of previous edition:] Engaging and intelligent.
BC Parent - Elizabeth Shaffer
[Review of previous edition:] Eye opening.. this book should be read by both children and their parents.
Canadian Materials - Grace Sheppard
[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.
The Guardian
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.
Ms. Yingling Reads
I'll be eager to get this into the hands of my readers.
BookHoopla
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.
Book Girl
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.
Library Media Connection - Michaela Schied
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.
Green Teacher
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.
Library Media Connection
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.
Curriculum Connections - Shelley Glantz
Data-filled and slightly tongue-in-cheek, this book explores the world of advertising and informs young consumers.
Manhattan Mercury - Carol A. Wright
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.
Bulletin of the Center for Children's Books
[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.
School Library Journal
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
Publishers Weekly
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.
Children's Literature
Advertising's ultimate objective is to change attitudes utilizing a multitude of strategies and techniques. In six, action-packed chapters, Made You Look examines ad power, its targets, communication strategies, marketing disguises, legal implications, and consumer management. The book details the origins of advertising orally endorsing products like hot cross buns or hanging up shingles to entice nonreaders. The media toolkit addresses the process that utilizes a multitude of positive and negative persuasive tactics plus the progression of merchandizing as it continues to evolve in areas of trust and logic, and their impact on beliefs, opinions, and attitudes. An official list of behavior rules for advertisers provides guidelines for consumers. The impressive layout of the book will allow young researchers to critique and analyze the mass media that impacts lives on a daily basis. Creative cartoons, slogans, sidebars, factoids, and alternative experiments will assist its audience to recognize and discriminate the messages that prey on young peoples insecurities, inexperience, and vulnerabilities. Addresses of ad enforcers including Zillions, a consumer website for kids, bibliographical references, and an index enrich the content. Canadian author, Shari Graydon has created an eye-opening, fact-filled guide that guarantees to empower young consumers. 2003, Annick Press, Ages 10 to 15.
— Barbara Troisi
VOYA
This easily read book explains the history of advertising, how it works, tricks of the trade, and how to complain effectively. Examples of ads that are most likely to be encountered by students fill the text. The author reveals the purpose and rationale behind the ads and how they influence consumers to buy the product. Graydon engages the reader by presenting activities to test the effectiveness of advertising. One example is to hit the television's mute button during a commercial and watch only the visuals. Is the product aimed at girls or boys? Graydon addresses television, radio, billboard, print, and Internet advertising. She also writes about advertising in disguise, such as product placement in movies, infomercials, music videos, and when actors portray "real people" who recommend a product. She lists basic regulations for advertisers in North America and details some ad campaigns that were cancelled because of consumer complaints. The text is filled with sidebars and quotes that help illustrate the ideas. Humorous illustrations enhance the information given, which is factual with only a slightly negative point of view. Graydon does not condemn advertising, but she cautions the reader to think about the messages and make a deliberate choice. Mailing addresses for organizations in North America are provided for help in exercising "complaint power," but several Web addresses are no longer correct. This helpful text is recommended for consumer education classes. VOYA CODES: 4Q 2P J S (Better than most, marred only by occasional lapses; For the YA with a special interest in the subject; Junior High, defined as grades 7 to 9; Senior High, defined as grades 10 to 12). 2003, AnnickPress, 120p.; Index. Illus. Source Notes., PLB and Trade pb. Ages 12 to 18.
—Deborah L. Dubois
School Library Journal
Gr 5-8-This skillfully age-tailored overview of the advertising industry has an appealing cover design, a fast-paced and friendly text, cartoon illustrations, and a generous smattering of juicy, relevant sidebars and quotes. Though the book is decidedly unscholarly in look and feel, it is thorough in coverage and thought-provoking. Using examples readers will find familiar, it deconstructs ad campaigns without undue condemnation or bias, exposing their sometimes less-than-salient subtexts and neatly outlining the common techniques advertisers use to manipulate consumer appetites. It then provides a quick list of questions young consumers can use to help ensure that their purchasing decisions are tempered by a healthy degree of critical thinking. The book concludes with a simple but eloquent overview of how advertising impacts both the quality of life and overall worldview of North Americans. It suggests some responsible alternative strategies budding young capitalists might someday apply to marketing their company's products and services, and lists resources for both consumer complaints and anti-consumer activism. Useful for reports, but also an alluringly hip selection, this title will be a particularly effective "heads-up" for kids immersed in-and, therefore, often oblivious to-consumer culture.-Jeffrey Hastings, Highlander Way Middle School, Howell, MI Copyright 2003 Reed Business Information.
Chicago Sun Newspapers
Intelligent observation and reflection by children 9 and older is encouraged in [this book].
— Linda Piwowarczyk
Raleigh News and Observer
Lively, view-changing stories of advertising principles, psychology and history are followed by activities you can try at home.
— Susie Wilde
Booklist
[Starred review:] Lively analysis... brimming with anecdotes, facts, and quotes... once they start reading, they'll find themselves sucked in.
— Jennifer Mattson
Teacher Librarian
Uses a lively style to attract teens and encourage them to make informed choices about their consumption and spending.
— Deborah Taylor
Montreal Gazette
Engaging and intelligent.
— Susan Schwartz
BC Parent
Eye opening.. this book should be read by both children and their parents.
— Elizabeth Shaffer
Canadian Materials
I cannot think of a single person -- child or adult -- who would not benefit from reading this excellent, entertaining book
— Grace Sheppard
Booklist / RBB
[Starred review:] Lively analysis... brimming with anecdotes, facts, and quotes... once they start reading, they'll find themselves sucked in.
— Jennifer Mattson
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Product Details

  • ISBN-13: 9781554515608
  • Publisher: Annick Press, Limited
  • Publication date: 7/28/2013
  • Edition description: Revised Edition
  • Edition number: 2
  • Pages: 160
  • Sales rank: 421,923
  • Age range: 11 - 18 Years
  • Product dimensions: 7.00 (w) x 9.20 (h) x 0.40 (d)

Meet the Author

Shari Graydon is an award-winning author, educator, and media commentator. Her other books include In Your Face and I Feel Great About My Hands.

Michelle Lamoreaux is an illustrator who works with publishers, agencies, and magazines throughout the United States. She lives in Cedar City, Utah.

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Table of Contents

Acknowledgments iv
1 Ad Power 1
2 You're It! You're the Bull's-eye 17
3 And Now, A Newer, Happier You! 33
4 Advertising in Disguise 57
5 Can They Do That?! 71
6 Kid Power 85
Notes 103
Index 110
About the Author 115
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