Media Literacy & Advertising Objective: Students will gain an understanding of the 5 Principles of Media and their guiding questions. Students will learn about rhetorical strategies used in advertising and practice analyzing an advert. Media Literacy & Advertising

What does it mean to be Media Literate? Media Literacy What does it mean to be Media Literate? Being media literate means that you control the interpretation of the media instead of it controlling you. Media literacy is not about memorizing facts—rather it is learning a skill, a process, of developing a way of critical thinking that allows you to see clearly.

Who created this message? Media Literacy 5 Principles of Media All media messages are constructed. (Authorship) Who created this message?

5 Principals of Media Media Literacy 2. Media messages are constructed using a creative language with its own rules. (Format) What techniques are being used to attract my attention?

5 Principles of Media Media Literacy 3. Different people experience the same media message differently. (Audience) How might different people understand this message differently from me?

5 Principles of Media Media Literacy 4. Media have embedded values and points of view. (Content) What lifestyles, values and points of view are represented in, or omitted from, the message—including any stereotypes that may be present.

5 Principles of Media Media Literacy 5. Media are primarily businesses driven by a profit motive. (Purpose) Why is this message being sent?

What media have you been exposed to today? In groups, discuss and make a list of all the media you have been in contact today. Think back over the weekend. Can you add anymore types of media to your list? How does media affect different generations? How does media affect they way you learn?

Journal Question How are you affected or persuaded by advertisements and commercials?

Rhetorical Strategies Pathos Most advertisers use a combination of at least two to persuade a consumer. Ethos Logos

Rhetorical Strategies Pathos An emotional appeal Advertisements using this technique will attempt to provoke an emotional response in the consumer – usually positive Adapted from ReadWriteThink

Pathos Adventure Sex Appeal Pull at the heart strings

How do these adverts appeal to your sense of adventure?

How does this advert appeal to the emotions of a consumer? Sex Appeal How does this advert appeal to the emotions of a consumer?

Pull at your heart strings

Ethos Ethics or ethical Modern translation = image Establishing credibility or character of the product Aristotle states that if we believe a speaker or product has “good sense, good moral character, and goodwill” we are more inclined to believe what the speaker has to say. Adapted from Dr. John R. Edlund, Writing Center Director, Cal Poly Pomona

Ethos Brand association Expert testimonials Celebrity endorsement

Brand association

Expert Testimonials

Celebrity Endorsement

Logos An appeal to logic or reason The logos of an advert is usually straightforward – it tells you what the product does, how it works, and what it’s used for.

“The Dyson Ball vacuum is engineered to turn on a dime “The Dyson Ball vacuum is engineered to turn on a dime. But housing technology inside a ball also made it possible for Dyson engineers to miniaturize the machine without compromising the cleaning performance. So now you can have a small Dyson vacuum that has the cleaning performance of a big one. And the Dyson Ball vacuum comes with a 5 year warranty.”

Now it’s your turn In your groups, study the advert and : Answer the 5 questions of media literacy Identify which rhetorical strategies are being employed