Our Agenda: Advertising & Marketing: Deconstructing the Media Important Concepts Research & Discussion

Q: A: What does it mean to deconstruct? To analyze a text or concept by breaking it down into its various parts, examining them, and exposing its hidden meanings

Q: A: What does it mean to deconstruct media? It is the process of examining how a media message communicates its meaning. Any media can be analyzed in this way. magazine ads, talk shows, movies, newspapers, TV commercials, etc.

All media messages are constructed by someone All media messages are constructed by someone. It’s our job to deconstruct these messages by looking at text and subtext.

*We call this the “surface meaning.” The Text of the Message A media message may consist of … A photograph A video A few words Whatever you can see or hear* is the text of the message. A few (or many) sounds A logo *We call this the “surface meaning.”

*We call these “takeaways the “subtexts.” “This product is neat-o!” This is the underlying meaning that is created when we view the advertisement. You may subconsciously think: “Using this produce will make me more attractive.” “I'll have fun if I use this product." *We call these “takeaways the “subtexts.”

Use the following questions to quickly deconstruct a media example: Who made – and who sponsored – this message, and for what purpose? Who is the target audience? How is the message specifically tailored to it/them? What text, images, or sounds suggest this?

Use the following questions to quickly deconstruct a media example: What are the persuasive techniques used to inform, entertain, and attract attention? What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.?

Decoding questions … cont. What is the subtext (the unstated or hidden message)? What healthy messages are communicated? What unhealthy messages are communicated? What is left out of this message that might be important to know?

Who made - and who sponsored - this message, and for what purpose? Who is the target audience? How is the message specifically tailored to them? What text, images or sounds suggest this?   What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.? 

What is the subtext (unstated or hidden message)?   What healthy messages are communicated? What unhealthy messages are communicated?    What is left out of this message that might be important to know?

Who made - and who sponsored - this message, and for what purpose? Who is the target audience? How is the message specifically tailored to them? What text, images or sounds suggest this?   What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.? 

What is the subtext (unstated or hidden message)?   What healthy messages are communicated? What unhealthy messages are communicated?    What is left out of this message that might be important to know?

Who made - and who sponsored - this message, and for what purpose? Who is the target audience? How is the message specifically tailored to them? What text, images or sounds suggest this?   What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.? 

What is the subtext (unstated or hidden message)?   What healthy messages are communicated? What unhealthy messages are communicated?    What is left out of this message that might be important to know?

Persuasion Strategies

Straightforward Approach Specifically designed to inform consumer Usually includes price information Example: classified ads * Make up only a small portion of consumer adds

Straightforward Approach

Persuasive Approach Creates a mood or tells a story without revealing much about prices Little info about how a product is made or how it compares to similar products * Limited ad space (i.e. a one page magazine ad) or time (i.e. 30 second spot) forces companies to use persuasive techniques

Persuasive Strategies Famous-person testimonial Plain-folks pitch Snob-appeal approach Bandwagon effect Hidden-fear approach Irritation advertising

Famous Person Product is endorsed by a well-known person. Particular celeb is intended to appeal to a desired audience You wouldn’t see Justin Bieber in an adult diaper spot Celebrities are often paid an absurd of $$$ to do this so.

Examples Pepsi https://www.youtube.com/watch?v=AfCiV6ysngU Lincoln Cars https://www.youtube.com/watch?v=NcGhLcVqxf0 Apple Music https://www.youtube.com/watch?v=fK_zwl-lnmc

Plain Folks * Associates a product with simplicity Makes use of slogans that stress how the product fits into the lives of “ordinary” people Uses “everyman” and “everywoman” type characters * Problematic! Who is an “every”person? We have to ask who gets left out?

Examples – Plain Folks State Farm https://www.youtube.com/watch?v=47cAxRX3aDg Guinness http://www.youtube.com/watch?v=xwndLOKQTDs

Snob Appeals Suggests that using a product will elevate social status Makes customers feel more “special” by using the product * Luxury products use this strategy Color tones are “luxe”: dark colors, greys, metallics

Examples – Snob Appeal Rolex https://www.youtube.com/watch?v=BdFxWVezwEY Mercedes-Benz http://www.youtube.com/watch?v=8qS2oe7l2qc&feature=related

Bandwagon Effect Points out in exaggerated claims that everyone is using the particular “product” Uses language like “America’s favorite” or “the best” Implies that you will be left out or uncool if you don’t buy the product * May show many different types of people using the product

Examples – Bandwagon Effect Army http://www.youtube.com/watch?v=cq-ZVIZJaI8 Coca-Cola https://www.youtube.com/watch?v=RiMMpFcy-HU

Hidden Fear * Plays on consumers’ sense of insecurity When used, it should invoke anxiety “the product” is the only thing that can alleviate this fear & anxiety * Usually found in personal hygiene-type commercials & things related to safety (i.e. cars, home security, identity theft.)

Examples – Hidden Fear Sure Deodorant https://www.youtube.com/watch?v=R78WVDQvhrQ Axe http://www.youtube.com/watch?v=swsEV5WqT9M&safety_mode=tru e&persist_safety_mode=1&safe=active

Examples – Hidden Fear Cover Girl http://www.youtube.com/watch?v=1cGgU45UCqY Acura https://www.youtube.com/watch?v=DfvpF4RRGAE

Irritation Creates product recognition by being annoying or obnoxious Is, therefore, memorable * Sounds counterintuitive (why would we want something that’s annoying?) but it works in some instances.

Examples – Irritation Fuccillo’s http://www.youtube.com/watch?v=pQO0v_HEGU0 Airport Plaza Jewelers http://www.youtube.com/watch?v=DBFeULHMO00&feature=related

Quiz https://www.youtube.com/watch?v=jw4tneSq_fk https://www.youtube.com/watch?v=nsL7PWOLgtE https://www.youtube.com/watch?v=Nh5R27cloFQ https://www.youtube.com/watch?v=B4PNk7Y4XSE