5 Core Concepts of Media Literacy. 1. 1. MEDIA MESSAGES ARE CONSTRUCTED. Somebody makes up the TV shows, movies, video games, etc. you use. (Authorship)

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Presentation transcript:

5 Core Concepts of Media Literacy

1. 1. MEDIA MESSAGES ARE CONSTRUCTED. Somebody makes up the TV shows, movies, video games, etc. you use. (Authorship) 2. MEDIA USE UNIQUE LANGUAGES WITH THEIR OWN SET OF RULES. For example, large newspaper headlines in bold print mean “this is important.” Movie music played in minor key means “scary.” (Format) 3. MEDIA HAVE IMBEDDED VALUES AND POINT OF VIEWS. TV shows, magazines, video games and other media messages show you what someone else thinks is important. (Content) 4. MEDIA HAVE COMMERCIAL CONSIDERATIONS. People create media so they can make money. (Purpose) 5DIFFERENT AUDIENCES UNDERSTAND THE SAME MESSAGE DIFFERENTLY. In other words, when different people watch the same show, they see different things; or when we listen to a song we might feel differently, etc. (Audience)

{ Common Advertising Strategies & the Core Concepts of Media Literacy Media Studies 120 L.LeBouthillier

 The people in commercials are often a little more perfect. They are role models for what the advertiser wants the target audience  Gap Gap THEME #1: “Ideal People”

1. AVANT GARDE The suggestion that using this product puts the user ahead of the times.  YouTube – iPhone 5 YouTube – iPhone 5 YouTube – iPhone 5  Innovation Innovation “Ideal People” techniques: “Ideal People” techniques:

2. TRANSFER Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user.  YouTube - Gouda Ad YouTube - Gouda Ad YouTube - Gouda Ad Ideal people

3. SNOB APPEAL The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style. Lexus Prada sunglasses Prada sunglasses Ideal People

4. GLITTERING GENERALITIES Uses appealing words and images to sell the product. The message this commercial gives, though indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life.  YouTube - Cover Girl Commercial YouTube - Cover Girl Commercial YouTube - Cover Girl Commercial Ideal People

6. WIT AND HUMOR Customers are attracted to products that divert by giving viewers a reason to laugh or to be entertained by clever use of visuals or language. Customers are attracted to products that divert by giving viewers a reason to laugh or to be entertained by clever use of visuals or language. Justin Timberlake Justin Timberlake Ideal People

 Commercials often create an emotional ambience that draws you into the advertisement and makes you feel good.  Tim Hortons Tim Hortons Tim Hortons Theme #2: “Heart Strings”

1. PATRIOTISM The suggestion that purchasing this product shows your love of your country.  YouTube - Molson - Hockey Fight YouTube - Molson - Hockey Fight YouTube - Molson - Hockey Fight “Heart Strings” Techniques:

2. PLAIN FOLKS The suggestion that the product is a practical product of good value for ordinary people. YouTube - Cheerios Commercial YouTube - Cheerios Commercial Heart Strings

Many toy commercials show their toys in life-like fashion, doing incredible things. Airplanes do loop-the-loops and cars do wheelies, dolls cry and spring-loaded missiles hit gorillas dead in the chest. This would be fine if the toys really did these things…  Much Ado About Christmas: Toys, Traditions & Fun | CBC Archives Much Ado About Christmas: Toys, Traditions & Fun | CBC Archives Much Ado About Christmas: Toys, Traditions & Fun | CBC Archives Theme #3: “Amazing Products”

1. 1. WEASEL WORDS “Weasel words" are used to suggest a positive meaning without actually really making any guarantee. For example: a scientist says that a diet product might help you to lose weight the way it helped him to lose weight. For example: a scientist says that a diet product might help you to lose weight the way it helped him to lose weight. “Amazing Products” techniques:

 2. LIFE-LIKE SETTINGS Barbie struts her stuff on the beach with waves crashing in the background, space aliens fly through dark outer space and all-terrain vehicles leap over rivers and trenches. The rocks, dirt, sand and water don't come with the toys, however. YouTube - Buy Me That: Helping Kids Understand Toy Ads YouTube - Buy Me That: Helping Kids Understand Toy Ads Amazing Products

3. SOUNDS GOOD Music and other sound effects add to the excitement of commercials. Sound can make things seem more life-like or less life-like, as in a music video. Either way, they help set the mood advertisers want.  YouTube - Zellers "Everything from A to Z" 2007 alphabet commercial YouTube - Zellers "Everything from A to Z" 2007 alphabet commercial YouTube - Zellers "Everything from A to Z" 2007 alphabet commercial  YouTube - Hamsters KIA YouTube - Hamsters KIA YouTube - Hamsters KIA

 Teenage Mutant Ninja Turtles sell pizza. Spuds McKenzie sells beer. Joe Cool Camel sells cigarettes. All of these are ways of helping children identify with products either now or for the future. The same is true for adults.  Adrian Brody, Andrea 3000 Adrian Brody, Andrea 3000 Adrian Brody, Andrea 3000  Camera Camera Theme #4: “Celebrity”

1. BAND WAGON Plays with the desire of most people to join the crowd, be on the winning side, be popular… YouTube - Celebrity ad: "Vote" YouTube - Celebrity ad: "Vote" “Celebrity” techniques:

2. TESTIMONIAL A famous personality is used to endorse the product.  YouTube - Carrie Underwood Nintendo DS Lite Commercial YouTube - Carrie Underwood Nintendo DS Lite Commercial YouTube - Carrie Underwood Nintendo DS Lite Commercial  Ad 2 Ad 2 Ad 2 “Celebrity” techniques:

3. SELECTIVE EDITING Commercials show only brilliant catches and perfect throws; flawless performances; great feats. My Better My Better “Celebrity” techniques:

4. SIMPLE SOLUTIONS Avoid complexities, and attack many problems with one solution. YouTube - Teri Hatcher Clairol Nice'n Easy YouTube - Teri Hatcher Clairol Nice'n Easy “Celebrity” techniques:

1. FACTS AND FIGURES Statistics and objective factual information is used to prove the superiority of the product. For example: a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 km/h. Theme #5: “Knowledge & Science”

2. CARD STACKING The technique of Card-Stacking is so widespread that we may not always be aware of its presence in a commercial. Basically, it means stacking the cards in favor of the product; advertisers stress is positive qualities and ignore negative. For example, if a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product is low in fat, which implies that it is also low in calories. Nutella law suit Nutella law suit “Knowledge & Science”