1. Our Agenda: Advertising & Marketing: Deconstructing the Media
Important Concepts
Research & Discussion

2. Q: A: What does it mean to deconstruct?
To analyze a text or concept by breaking it down into its various parts, examining them, and
exposing its hidden meanings

3. Q: A: What does it mean to deconstruct media?
It is the process of examining how a media message communicates its meaning.
Any media can be analyzed in this way.
magazine ads, talk shows, movies, newspapers, TV commercials, etc.

4. All media messages are constructed by someone
All media messages are constructed by someone. It’s our job to deconstruct these messages by looking at text and subtext.

5. *We call this the “surface meaning.”
The Text of the Message
A media message may consist of …
A photograph
A video
A few words
Whatever you can see or hear* is the text of the message.
A few (or many) sounds
A logo
*We call this the “surface meaning.”

6. *We call these “takeaways the “subtexts.”
“This product is neat-o!”
This is the underlying meaning that is
created when we view the advertisement.
You may subconsciously think:
“Using this produce will make me more attractive.”
“I'll have fun if I use this product."
*We call these “takeaways the “subtexts.”

7. Use the following questions to quickly deconstruct a media example:
Who made – and who sponsored – this message, and for what purpose?
Who is the target audience? How is the message specifically tailored to it/them? What text, images, or sounds suggest this?

8. Use the following questions to quickly deconstruct a media example:
What are the persuasive techniques used to inform, entertain, and attract attention?
What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.?

9. Decoding questions … cont.
What is the subtext (the unstated or
hidden message)?
What healthy messages are
communicated? What unhealthy
messages are communicated?
What is left out of this message that
might be important to know?

11. Who made - and who sponsored - this message, and for what purpose?
Who is the target audience? How is the message specifically tailored to them? What text, images or sounds suggest this?  
What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.? 

12. What is the subtext (unstated or hidden message)?  
What healthy messages are communicated? What unhealthy messages are communicated?   
What is left out of this message that might be important to know?

14. Who made - and who sponsored - this message, and for what purpose?
Who is the target audience? How is the message specifically tailored to them? What text, images or sounds suggest this?  
What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.? 

15. What is the subtext (unstated or hidden message)?  
What healthy messages are communicated? What unhealthy messages are communicated?   
What is left out of this message that might be important to know?

17. Who made - and who sponsored - this message, and for what purpose?
Who is the target audience? How is the message specifically tailored to them? What text, images or sounds suggest this?  
What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.? 

18. What is the subtext (unstated or hidden message)?  
What healthy messages are communicated? What unhealthy messages are communicated?   
What is left out of this message that might be important to know?

21. Persuasion Strategies

22. Straightforward Approach
Specifically designed to inform consumer
Usually includes price information
Example: classified ads
* Make up only a small portion of consumer adds

23. Straightforward Approach

24. Persuasive Approach
Creates a mood or tells a story without revealing much about prices
Little info about how a product is made or how it compares to similar products *
Limited ad space (i.e. a one page
magazine ad) or time (i.e. 30 second
spot) forces companies to use
persuasive techniques

25. Persuasive Strategies
Famous-person testimonial
Plain-folks pitch
Snob-appeal approach
Bandwagon effect
Hidden-fear approach
Irritation advertising

26. Famous Person Product is endorsed by a well-known person.
Particular celeb is intended to appeal to a desired audience
You wouldn’t see Justin Bieber
in an adult diaper spot
Celebrities are often paid an
absurd of $$$ to do this so.

31. Examples Pepsi https://www.youtube.com/watch?v=AfCiV6ysngU
Lincoln Cars
Apple Music

32. Plain Folks * Associates a product with simplicity
Makes use of slogans that stress how the product fits into the lives of
“ordinary” people
Uses “everyman” and
“everywoman” type characters *
Problematic! Who is an “every”person?
We have to ask who gets left out?

33. Examples – Plain Folks State Farm
Guinness

40. Snob Appeals
Suggests that using a product will elevate social status
Makes customers feel more “special” by using the product *
Luxury products use this strategy
Color tones are “luxe”:
dark colors, greys, metallics

41. Examples – Snob Appeal Rolex
Mercedes-Benz

47. Bandwagon Effect
Points out in exaggerated claims that everyone is using the particular “product”
Uses language like “America’s favorite” or “the best”
Implies that you will be left out or uncool if you
don’t buy the product *
May show many different types of people using the product

48. Examples – Bandwagon Effect
Army
Coca-Cola

54. Hidden Fear * Plays on consumers’ sense of insecurity
When used, it should invoke anxiety
“the product” is the only thing that can alleviate this fear & anxiety *
Usually found in personal hygiene-type commercials & things related to safety (i.e. cars, home security, identity theft.)

55. Examples – Hidden Fear Sure Deodorant
Axe
e&persist_safety_mode=1&safe=active

56. Examples – Hidden Fear Cover Girl
Acura

57. Irritation
Creates product recognition by being annoying or obnoxious
Is, therefore, memorable *
Sounds counterintuitive (why would we want something that’s annoying?) but it works in some instances.

59. Examples – Irritation Fuccillo’s
Airport Plaza Jewelers

60. Quiz https://www.youtube.com/watch?v=jw4tneSq_fk