1. 5 Core Concepts of Media Literacy

2. 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)

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

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

5. 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:

6. 2. TRANSFER or Emotional Appeals 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  a pill a pill a pill Ideal people

7. Transfer or Emotional Appeal Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t.  Love/ Popularity  Fame  Wealth  Power  Attractiveness

8. Transfer Examples

9. 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

10. Snob appeal 1957

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

12. 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:

13. 2. PLAIN FOLKS (opposite of snob appeal) The suggestion that the product is a practical product of good value for ordinary people. YouTube - Cheerios Commercial YouTube - Cheerios Commercial Got pain? Got pain? Heart Strings

14. Advertising Techniques, cont. 2) Plain Folks Speaks to people in plain and simple terms The ad uses simple, common language, images, and content to appeal to the average person Let me explain this to you in terms you would understand.

15. 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”

16. 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. Sham Wow Sham Wow “Amazing Products” techniques:

17.  "Helps control dandruff symptoms with regular use." The weasels include "helps control," and possibly even "symptoms" and "regular use." The claim is not "stops dandruff."  "Leaves dishes virtually spotless." We have seen so many ad claims that we have learned to tune out weasels. You are supposed to think "spotless," rather than "virtually" spotless.  "Only half the price of many color sets." "Many" is the weasel. The claim is supposed to give the impression that the set is inexpensive.  "Listerine fights bad breath." "Fights," not "stops."  "Lots of things have changed, but Hershey's goodness hasn't." This claim does not say that Hershey's chocolate hasn't changed. Weasel Words Examples

18.  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

19. 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

20. Advertising Techniques, Excitement (Music) Music and other sound effects add to the excitement of commercials, especially commercials aimed at kids. Those little jingles, that you just can't get out of your head, are another type of music used to make you think of a product. Have you ever noticed that the volume of commercials is higher than the sound for the program that follows?

21.  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  Phenom Phenom Theme #4: “Celebrity”

22. 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:

23. Bandwagon This technique tries to persuade everyone to join in and do the same thing.

24. 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:

25. Testimonial An important person or famous figure endorses a product.

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

27. 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:

28. 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. Crest ProHealth Crest ProHealth Theme #5: “Knowledge & Science: Expert Opinion” Theme #5: “Knowledge & Science: Expert Opinion”

29. Facts and Figures Example  An advertisement might read, “This product kills 99% of your germs.”  Surveys may be conducted and the results graphed to show people’s opinions.

30. 2. Logical Appeal  Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product  Examples: It makes sense to buy this  Choosy moms choose JIF  Save time and money with this  Shop smart, buy here

31. Logical appeal – smarten up

32. 3. 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”

33. 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  5 React Gum 5 React Gum 5 React Gum

34. Glittering Generalization Definition: Using simple phrases that sound good but have no real value or meaning.  Examples:  “I am the candidate for change.”  The Acura automobile slogan, “Advance.”  “It’s new!”  A popular slogan on teacher stationery, “Making the Difference!”.

35. More Glittering Generalities  “A growing body of evidence suggests.”  Up to 50 % off!  Dove chocolate claims it is an “experience like no other.”  Propel Water sells itself as the fitness water. Its current slogan is “Fit has a feeling.” Can you get even emptier and vaguer  “Glittering” because it’s falsely attractive  Often used by politicians

36. 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

37. {..

38. What’s the big deal? Advertising affects all of us, whether we realize it or not. It affects…  What we spend our money on  What we find to be “cool”  What we find attractive  How we view genders, races, and other stereotypes  Our health, happiness, and well-being  How we think people should act  Our culture in general

39. So, How Should We Handle Advertising?  If you understand how an ad is supposed to work, you won’t be “tricked” into buying or believing things you don’t want to.  We will practice analyzing ads – we will try to figure out how they work and how they can affect you so you can make conscious choices.

40. Examine the language used  What message is conveyed?  Key words and phrases?  Claims?  What techniques are being used?  Connotative and Denotative messages

41.  How effective is the advertisement in communicating a message?  What emotional hooks are used?  Will you remember the product or slogan?  Social values?  What social attitudes are indirectly reflected in the ad?

42. Reviewing print advertisements  What is the focal point/centre of interest?  How are visuals arranged?  How does the print component contribute to the ad?  Does colour affect the message of the ad?  Does the product appear in ad? Where is it?  The logo...

43. Lets Test What You Know! “Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.” Bandwagon

44. . Card Stacking .... Ad with emotional appeal Expert opinion Emotional appeal – make you look younger

45. More Examples… 4 out of 5 dentists recommend Sparkle toothpaste. Expert opinion

46. Another… Amazing how much nutritious stuff they get with Kraft Macaroni & Cheese, isn’t it? A good source of protein, vitamins, and minerals. Logical Appeal

47. One more… Actress Kirstie Alley has lost 150 pounds on the Jenny Craig diet plan. Testimonial

48. Four qualities that make up a good ad: 1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures 2. Arouses interest: good word choice 3. Creates desire: uses propaganda techniques to make you believe you want it or need it 4. Causes action: gets results. Sells the product to the targeted audience.

49.  Coke friendship machine Coke friendship machine Coke friendship machine  PC MAC PC MAC PC MAC  Belgium push the button Belgium push the button Belgium push the buttonNoteworthy