Media Analysis Questions How to Analyze Commercials, Print Ads, Political Ads, and Web Sites

Introduction to Media Media is everywhere; we are constantly bombarded from movies, TV, political advertisements, the internet, commercials, and magazines. Being media literate means to be able to make your own decisions by analyzing what you see.

Introduction to Media (cont.) Media literacy means to be able to: Access, Analyze, Evaluate, And Create media in a variety of forms. This is the process involved in media literacy.

Media Literacy - Access Access Media is everywhere: TV, movies, commercials, political ads, the internet, magazines, and newspapers. It is fairly easy to access. You must be able to make informed decisions about products, a school project, or life choices. You should work at accessing media from a balanced variety of sources.

Media Literacy – Analyze (Pt 1) To analyze means to examine closely and separate into parts When analyzing media messages, you should ask yourself: Who is creating the message and why? What techniques are being used to convey the message? What kind of values, lifestyles, and points of view are emphasized? What types of stereotypes are shown?

Media Literacy – Analyze (Pt 2) Who is the Creator of the Media Message? A company selling the product? A candidate for a political office? A provider of information as a public service? What is the Purpose of the Media Message? To inform you? To persuade you to buy or do something? To entertain you? To present a conflict? To express an emotion?

Purposes of Media Products News broadcasts- Inform- to persuade you that an issue or idea is important (public service announcements, some Web sites Advertisement- Persuade- to entertain you; to inform you about a product (editorials, reviews, political cartoons) Sports Coverage- Entertain- to inform you about sports or athletes (most TV shows, films, recorded music, video games, most talk shows)

Media Advertising Uses powerful media language specifically to persuade you to spend money. Goal is to create a psychological want or need for a product Underlying Messages (“subtext”): The promise of lifestyle – “You need this product to help you live the kind of life you want” Testimonial – Someone famous endorses Slice of Life –ordinary person you can relate to with a problem or need you may have Fear – of not being safe; of not being beautiful;

Media as Entertainment There are messages in entertainment Entertainment is a business; it exists to make a profit. Messages in entertainment are designed to attract consumers who will spend money. These messages are carefully construct to appeal to a certain audience.

Analyzing Entertainment What are you being asked to feel? Who made these decisions and why? Who is the target audience, and who isn’t? Do you agree with the messages?

Media Literacy – Analyze (Pt 3) What Techniques are Used to Attract Attention? Visual Effects such as color, type font and size, video, photography, drawings, or visual special effects (conflict v. harmony) Sound such as music, speaking, or special effects

Visual Effects in Media Effects Used in Photography

Other Visual Effects Here are some other visual effects that can be used:

Visual Effects for Conflict What types of conflict does the media represent? Person v. person Person v. Environment Person v. Technology Person v. Self How is that conflict expressed using visual and sound techniques?

Conflict Examples in Media

Conflict in Media (Continued)

Harmony in Media

Visual Effect of Color

Color in Media and Advertising RedThe color of fire and blood – conveys energy, love, war, power It brings text and images to the foreground. YellowThe color of the sun – conveys joy, cheerfulness, happiness. Attention getter, also for promoting leisure. BlueThe color of the sky and ocean – conveys trust, loyalty, wisdom, confidence. Provides a calming effect.

Color (Continued) PurpleIt is found rarely in nature. Symbolizes power, nobility, luxury, and ambition Represents wealth and extravagance. GreenGreen is the color of nature. Conveys growth, harmony, freshness. Strong emotional correspondence to safety and healing.

Color (Continued) BlackConveys power, elegance, formality, death, evil, and mystery. Can represent strength and authority. As a background it makes many other colors stand out. WhiteConveys light, goodness, innocence, purity. Suggests simplicity, cleanliness.

Media Literacy - Evaluate Based on the questions you asked previously when analyzing, you the evaluator (decide for yourself) how true and valuable the media messages are. Also, you can decide if there is more than one way to interpret the media source. Could someone else interpret the media differently than you?