1. What’s it all about? Cultural Assumptions in Marketing - Advertising
The Media
What’s it all about?
Cultural Assumptions in Marketing - Advertising

2. Mediation of reality
Do the media give us a straightforward picture of the world around us?
In other words, do the media accurately show us reality?
The media is often referred to as a window to the world

3. The media always: Select - Make choices over what to show us
Organise - Make choices over how to present this material
Focus - Make us concentrate on what they think is most important

4. Remember to consider… Where something has been placed
How it has been composed
The type of publication, programme or film which is it’s context
The media institution that has produced it
The current social debate surrounding it
Your own response to the way in which something is being represented

5. For example: an image in a newspaper…
The caption added to any image influences the audience’s reading of that image
An image will be chosen to highlight a particular aspect of the story it appears with

6. For example: an image in a newspaper…
The newspaper’s political leaning will influence the way that images are used within it
The position of the image on the page or within the newspaper is also important (hierarchy of importance)

7. How does this link to Advertising?
Your thoughts….