How does the media convince us of things? Media Strategies How does the media convince us of things?

What is media literacy? The ability to sift through and analyze the messages that inform, entertain, and sell to us every day The ability to bring critical thinking skills to bear on all media – from music videos and web environments to product placement in films and virtual displays on NHL hockey boards Asking pertinent questions about what’s there and what is not there The instinct to question what lies behind media productions (the motives, the money, the values, the ownership) and to be aware of how these factors influence content

Why study Media Literacy? Media plays a very important part in our lives and, as such, encourages a probing approach to the world of media. We need to ask questions like: Who is the message intended for? Who wants to reach this audience and why? What lifestyles, values, and point of view are represented in this message? Whose voices are heard? Whose are absent? What strategies are used to get my attention and make me feel included?

What is the purpose behind this media message? What is left out of this message? What is implied by the text on the bottom of the visual?

Media Strategies All forms of media use persuasive techniques or strategies in order to get their message across including: Bandwagon Cartoon/cute characters Celebrity endorsement Emotional appeal Facts and figures Gender/sex appeal Name calling Plain folks Shock value Snob appeal Testimonials Humour

1. Bandwagon Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well. “Everyone else is doing it…”

2. Cartoons or cute characters Why does this strategy work? What other strategies are evident on this box of cereal?

3. Celebrity endorsement Why would knowing Gwen Stefani wears this lipstick make girls want to wear it?

4. Emotional Appeal Emotional Appeal works when an advertisement makes us feel something. It is important to identify which emotion it triggers in the viewer. If an ad is funny, it can make you feel happy. If an ad brings back a memory, it can make you feel nostalgic. And of course… THIS ad

5. Facts and Figures The media use facts and figures in order to show credibility. They convince you of something by showing you data, however, this data can be misleading or can exclude important information.

6. Gender or Sex Appeal Why does this appeal to people? How does it appeal to men? To women? Are there differences in how both genders react to advertisements?

7. Name calling Usually found in political ads, name calling is tended to discredit an opponent. In this ad, Justin Trudeau is being discredited by the Conservative party. Another example are these Snickers ads

8. Plain folks Why would people want to be considered “simple folk”?

9. Shock Appeal Advertisements with shock appeal deliberately startle and offend its audience by violating norms for social values and personal ideals. Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz.

10. Snob Appeal Some companies brand themselves as only being for rich people. Why do you think this is?

11. Testimonials Testimonials are statements written or spoken by consumers of products. They back up companies’ claims that their products work or are of high quality. Think infomercials or exercise programs

12. Humour Humour functions in a variety of ways in advertisements. It can: Make the viewer feel positive about a product/brand Appeal to a variety of people (humorous ads are funny to young/old, rich/poor, etc.) Make the viewer want to view the ad (you are less likely to turn the channel or hit “skip ad”)