Thesis from 2006 in the field of Didactics for the subject of German - Education, Linguistics, Grade: 2.0, Language: German.

Abstract: In recent years, teenagers have been recognized by the advertising industry as a distinct target group. Therefore, promoting a critical approach to advertising is necessary to empower young people to see through the intentions hidden behind catchy commercials and to question apparent offers, quality promises, and implied additional benefits more closely before forming a judgment or making a purchasing decision.

In my teaching unit, I aim to create approaches that enable students to engage critically with advertising. The goal is not to "demonize" advertising but rather to question it. What does advertising say about a product, and what does it conceal? What considerations do advertisers take into account when planning an advertising campaign? What needs do they target? How do they attempt to convey their messages?

Young people who seek answers to these and similar questions, who know and recognize advertising strategies, and who understand where and how to find and utilize independent product information are on their way to developing into self-confident, critical, and competent individuals.