M EDIA B IAS Advertisements: Do they contain bias?

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Presentation transcript:

M EDIA B IAS Advertisements: Do they contain bias?

W HAT IS AN ADVERTISEMENT ? Very simply, an ad is a tool to get people to want to buy something. Name places where you see advertisements: Television Magazines Newspapers Billboards The Internet Movie theaters On products On public transportation

H OW ARE ADS BIASED ? Ads are created to convince people to think or do something in particular. The company that made the advertisement wants us to see thing from their point of view. What are you supposed to think when you see the following ad?

T HE T ARGET AUDIENCE Ads are directed to a target audience – a group of people who advertisers think will buy or use the product. Advertisers put ads where they think the target audience will see them. What products do you think are targeted to teens? Video games Energy drinks Clothes Electronics Junk foods

W HAT TECHNIQUES DO ADVERTISERS USE TO REACH THEIR TARGET AUDIENCE ? Testimonial : a real-life person has used the product and loved it. A woman talks about the weight she lost at Curves and how easy it was. Endorsement : a well-known person associated with the product (a specific type of testimonial). Example: a celebrity uses ProActive to clear up acne. Association : attempt to associate their product with the people, values and lifestyles depicted in the ads. Example: a model wearing a swimsuit on a luxury yacht (associated with wealth). Sense appeal : using images and sounds to appeal to one or more of the five senses. Example: a fast-food place with a sizzling burger on the grill.

T ECHNIQUES CONTINUED Appeal to emotion : appeal to those emotional needs experienced by all humans A life insurance company selling financial security for your family should you pass away. Fear tactic : attempt to sell their product by playing on our fears. Example: A home security company showing a burglar breaking into a house at night. Hype : product will give you some sort of amazing results Example: New weight-loss beverage will help you lose 10 pounds a month (while still eating all the cookies you want). Call to action : The part of the ad where the consumer is told what to do. Example: Call this number now for this special offer!