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Lesson 4: A Smarter Consumer

This lesson asks students to reflect on how understanding ads helps them make better buying decisions (and be smarter consumers).

Students will test their ad literacy skills and see how understanding ads can help them make smarter buying decisions.

1. Review with students what they have learned about advertising. If needed, use the glossary to review key terms.
2. Ask students to talk about how they might look at ads differently now. Invite students to share how they might respond differently when they see an ad (e.g., they might decide they don’t agree with what the advertiser says).
3. Instruct students to think about some of the questions they may ask themselves about an ad before they decide to buy or ask for a product. If students are stuck, ask them to think about the following questions:
- How much do they know about the actual product?
- What do other people who used the product think of it?
- Does the product fit in their budget?
- Where else can they find information about the product?
4. Encourage students to keep these and other questions in mind when they are looking at an ad. It will help them make smarter buying decisions.

5. Test your students' ad literacy skills with the Ad Literacy Quiz.
Answers: 1. B; 2. C; 3. A; 4. B; 5. D; 6. C; 7. A; 8. Ads help pay for free TV shows, radio stations, and websites; 9. To sell their products and services; 10. Answers will vary, but may include: it is important to educate people about advertising in order to make them smarter consumers.