In an increasing number of secondary classrooms, print and TV ads are used by teachers as texts to be formally analyzed and studied. Educational practices like this are commonly identified as media literacy, which is defined as an expanded conceptualization of literacy that includes print, audio, visual, and electronic messages from contemporary culture (Kress, 2002). In using advertising texts in the classroom, teachers emphasize the skills of analyzing and evaluating ads to identify the message purpose, target audience, point of view, and persuasive techniques used. Often, there is a focus on the social, political, economic, and historical contexts in which media messages reflect and shape culture (Buckingham, 2003).