1. Kelvina Burrell January 2018
Media Literacy
Kelvina Burrell
January 2018

2. Create Media Ads Key Questions Covered
Is it legal to have bias in media advertising?
What are Copyright laws?
Expected Outcomes
Understand how to build an ad for newspaper; social media.
Understand media bias
Understand various Persuasive techniques

3. Typical Creation Process
Similar to writing a paper
Identify your target audience
Create descriptions for each market segment
Think about how audience will engage or interact with the content
Consider competition & the environment
Create a Strategy or Plan to complete
Make it memorable with a tagline or jingle

4. Build An Ad Newspaper (Print) Social Media (Online)
Circulated in Relevant Magazines
Distribution Channels & Partnership
Size Constraints
Design
More effective method of advertising
Social media: Facebook, Twitter, Instagram and others.
Popular websites & blogs
Imaging

5. Bias in Media
Media bias is the bias or perceived bias of journalists and news producers within the mass media in the selection of events and stories that are reported and how they are covered.
How To Detect Bias In News Media
Media have tremendous power in setting cultural guidelines and in shaping political discourse. It is essential that news media, along with other institutions, are challenged to be fair and accurate. The first step in challenging biased news coverage is documenting bias.
Here area to consider when you are consuming content via newspaper, TV and radio news.
Sources
Lack of Diversity
Point of View: One Sided
Double Standards
Stereotypes
Unchallenged Assumptions
Loaded Language
Lack of Context or Omission
Headline & Story Match
Loaded language
Prominence of Important Stories
Label & Spin

6. Persuasion Use a persuasive technique. Common Methods used include:
Note: It is not "convincing"
The point is to influence how the consumers feel or reacts to your content in comparison to other media
Your ability to influence will result into purchase
Common Methods used include:
Repetition: Repeat key elements frequently. Jingle
Common sense: Challenge the reasons for resistance to content.
Humor: Comedy makes the ads more memorable. Use brief points of honesty
Necessity: Make time of the essence. Limited-time only offers

7. Copyright Law
Copyright, a form of intellectual property law, protects original works of authorship including literary, dramatic, musical, and artistic works, such as poetry, novels, movies, songs, computer software, and architecture.
Fair Use is any copying of copyrighted material done for a limited and “transformative” purpose, such as to comment upon, criticize, or parody a copyrighted work.
Commentary
Criticism
Parody
****This is NOT legal advice. Please consult a lawyer when making legal decisions.

8. Legal Implications
Freedom of Speech is the legal right to express one's opinions freely.
Libel is a written statement in which a plaintiff in certain courts sets forth the cause of action or the relief sought.
Slander means to utter slander against OR to defame.
Unconscious Bias: Unconscious biases are social stereotypes about certain groups of people that individuals form outside their own conscious awareness.
Everyone holds unconscious beliefs about various social and identity groups, and these biases stem from one’s tendency to organize social worlds by categorizing.
****This is NOT legal advice. Please consult a lawyer when making legal decisions.

9. Recap Creating a Great Content takes time Think about your audience
Consider delivery format
Avoid Bias
Persuade with Influence
Abide by the Law

10. Sources:
How To Detect Bias In News Media: kit/how-to-detect-bias-in-news-media/
How to Create an Advertisement:
Digital Advertising vs. Print Advertising: advertising-vs-print-advertising html
Copyright Law of the United States:
What Does Copyright Protect?:
Libel Definition:
Slander Definition:
Unconscious Bias:
Freedom of Speech Definition: webster.com/dictionary/freedom%20of%20speech