Introduction to Advertising Power of the Media

Complete organizer as we go. Vocabulary Media Advertisement Communication Subliminal Exploitation Technique Appeal Complete organizer as we go.

MEDIA Communication devices used for advertising, that reach or influence people widely

Examples

Media affects our society in several ways and controls the direction of society. There are both positive and negative impacts media has on society.  Some Concerns Include: Violence Body Image Relationships Gender Roles Racial Views

The Focus of this lesson is: ADVERTISEMENTS

What is an Advertisement? Usually a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns.

Communication? The process of exchanging information. It takes a wide variety of forms, for example, talk, gestures, or writing

What is a Subliminal Message? A signal or message embedded in another medium Unrecognizable by the conscious mind In certain situations can affect the subconscious mind Often called a “hidden message”

Just about getting the logo imbedded in the mind of the viewer as often as possible.

Means to victimize someone (treat them unfairly) Exploitation Means to victimize someone (treat them unfairly) Many people feel that women and young girls are often portrayed as objects or victims Boys and young men are beginning to be more exploited, but women are still the primary target.

EVERY THING IN AN AD IS ON PURPOSE Color Gestures Jewelry Tattoos Positions Props, etc. All of these things present a feeling or message about the product or service whether true of false

In ads every detail is put there intentionally to do something to the viewer. One purpose is to DISTRACT you from something (focusing your attention away from something and towards something else) http://www.poleshift.org/sublim/ntro/Subliminal_Techniques.html

Scan as if reading, from upper left across and down Scan as if reading, from upper left across and down. First you see the man's face, then the woman's, smiling faces. Drop down to the child's face. No smile. The child is looking to the right, at the man's hand. A closer look reveals that the veins, tendons, etc., are standing out on the man's hand. Look at the position of his fingers. They tell us that his hand is tightly gripping her arm. Look again at the man's smile. Is it real, or put on? Look at the rest of the child's body. Does he want to be there? http://www.poleshift.org/sublim/ntro/How_To_See.html

Compare the Two products shown on the next few slides If the product name was removed from the picture, could you identify the product being sold?

Example

Notice that picture A is more straight forward: Just presents the product

Picture B is selling the same product, but the picture and setting sends another more hidden message

What conclusion did you come to? Did one give some subliminal messages about the product For example: You’ll be a better athlete You’ll get the girl or guy You’ll have success, relationships, health, etc.