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Core Concepts of Media Literacy 1. MEDIA MESSAGES ARE CONSTRUCTED. (Somebody makes up the TV shows, movies, video games, etc. you use.) 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.”) 3. DIFFERENT 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.) 4. MEDIA HAVE COMMERCIAL CONSIDERATIONS. (People create media so they can make money.) 5. 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.)

Core Concepts of Media Literacy

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Core Concepts of Media Literacy 1. MEDIA MESSAGES ARE CONSTRUCTED. (Somebody makes up the TV shows, movies, video games, etc. you use.) - PowerPoint PPT Presentation

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Page 1: Core Concepts of Media Literacy

Core Concepts of Media Literacy1. MEDIA MESSAGES ARE CONSTRUCTED. (Somebody makes

up the TV shows, movies, video games, etc. you use.)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.”)

3. DIFFERENT 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.)

4. MEDIA HAVE COMMERCIAL CONSIDERATIONS. (People create media so they can make money.)

5. 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.)

Page 2: Core Concepts of Media Literacy

Common Advertising Common Advertising Strategies & the Core Strategies & the Core

Concepts of Media Concepts of Media LiteracyLiteracy

Media Studies 120Media Studies 120C. BallC. Ball

Page 3: Core Concepts of Media Literacy

THEME #1: “Ideal People”THEME #1: “Ideal People”

The people in commercials are often The people in commercials are often a little more perfect. They are role a little more perfect. They are role models for what the advertiser models for what the advertiser wants the target audience wants the target audience http://www.youtube.com/watch?http://www.youtube.com/watch?v=knW1hGwmEXQo think they want v=knW1hGwmEXQo think they want to be like. to be like.

Page 4: Core Concepts of Media Literacy

“ “Ideal People” techniques:Ideal People” techniques:

1. AVANT GARDE1. AVANT GARDEThe suggestion that using this The suggestion that using this product puts the user ahead of product puts the user ahead of the times.the times.

YouTube - Ipod Ad

Page 5: Core Concepts of Media Literacy

2. TRANSFER2. TRANSFERWords and ideas with positive Words and ideas with positive connotations are used to suggest connotations are used to suggest that the positive qualities should that the positive qualities should be associated with the product be associated with the product and the userand the user . .

YouTube - Gouda Ad

Page 6: Core Concepts of Media Literacy

3. SNOB APPEAL3. SNOB APPEALThe suggestion that the use of The suggestion that the use of the product makes the customer the product makes the customer part of an elite group with a part of an elite group with a luxurious and glamorous life luxurious and glamorous life style.style.

YouTube - Luxury SUV - Kia - Commercial

Page 7: Core Concepts of Media Literacy

4. GLITTERING GENERALITIES4. GLITTERING GENERALITIESUsUses appealing words and images es appealing words and images to sell the product. The message to sell the product. The message this commercial gives, though this commercial gives, though indirectly, is that if you buy the indirectly, is that if you buy the item, you will be using a item, you will be using a wonderful product, and it will wonderful product, and it will change your life. change your life.

YouTube - Cover Girl Commercial

Page 8: Core Concepts of Media Literacy

6. WIT AND HUMOR6. WIT AND HUMOR

Customers are attracted to Customers are attracted to products that divert by giving products that divert by giving viewers a reason to laugh or to viewers a reason to laugh or to be entertained by clever use of be entertained by clever use of visuals or language.visuals or language.

YouTube - Mac ads - Networking

Page 9: Core Concepts of Media Literacy

Theme #2: “Heart Theme #2: “Heart Strings”Strings”

Commercials often create an Commercials often create an emotional ambience that draws you emotional ambience that draws you into the advertisement and makes into the advertisement and makes you feel good. you feel good.

YouTube - Mcdonalds Family

Page 10: Core Concepts of Media Literacy

““Heart Strings” Heart Strings” Techniques:Techniques:

1. PATRIOTISM The suggestion that purchasing The suggestion that purchasing

this product shows your love of this product shows your love of your country.your country.

YouTube - Molson - Hockey Fight

Page 11: Core Concepts of Media Literacy

2. PLAIN FOLKS2. PLAIN FOLKS

The suggestion that the product The suggestion that the product is a practical product of good is a practical product of good value for ordinary people.value for ordinary people.

YouTube - Cheerios Commercial

Page 12: Core Concepts of Media Literacy

Theme #3:Theme #3: “Amazing Products” “Amazing Products”

Many toy commercials show their toys in Many toy commercials show their toys in life-like fashion, doing incredible things. life-like fashion, doing incredible things. Airplanes do loop-the-loops and cars do Airplanes do loop-the-loops and cars do wheelies, dolls cry and spring-loaded wheelies, dolls cry and spring-loaded missiles hit gorillas dead in the chest. This missiles hit gorillas dead in the chest. This would be fine if the toys really did these would be fine if the toys really did these things… things…

Much Ado About Christmas: Toys, Much Ado About Christmas: Toys, Traditions & Fun | CBC ArchivesTraditions & Fun | CBC Archives

Page 13: Core Concepts of Media Literacy

““Amazing Products” Amazing Products” techniques:techniques:

1. 1. WEASEL WORDS ““Weasel words" are used to Weasel words" are used to

suggest a positive meaning suggest a positive meaning without actually really making any without actually really making any guarantee.guarantee.

For example: a scientist says that For example: a scientist says that a diet product a diet product mightmight help you to help you to lose weight the way it helped him lose weight the way it helped him to lose weightto lose weight..

Page 14: Core Concepts of Media Literacy

2. LIFE-LIKE SETTINGS2. LIFE-LIKE SETTINGSBarbie struts her stuff on the beach with Barbie struts her stuff on the beach with waves crashing in the background, space waves crashing in the background, space aliens fly through dark outer space and aliens fly through dark outer space and all-terrain vehicles leap over rivers and all-terrain vehicles leap over rivers and trenches. The rocks, dirt, sand and water trenches. The rocks, dirt, sand and water don't come with the toys, however.don't come with the toys, however.

YouTube - Buy Me That: Helping Kids YouTube - Buy Me That: Helping Kids Understand Toy AdsUnderstand Toy Ads

Page 15: Core Concepts of Media Literacy

3. SOUNDS GOOD3. SOUNDS GOOD Music and other sound effects add to Music and other sound effects add to

the excitement of commercials. the excitement of commercials. Sound can make things seem more Sound can make things seem more life-like or less life-like, as in a music life-like or less life-like, as in a music video. Either way, they help set the video. Either way, they help set the mood advertisers want.mood advertisers want.

YouTube - Zellers "Everything from A YouTube - Zellers "Everything from A to Z" 2007 alphabet commercialto Z" 2007 alphabet commercial

YouTube - New Jaguar XF AdYouTube - New Jaguar XF Ad

Page 16: Core Concepts of Media Literacy

Theme #4: “Celebrity”Theme #4: “Celebrity”

Teenage Mutant Ninja Turtles sell pizza. Teenage Mutant Ninja Turtles sell pizza. Spuds McKenzie sells beer. Joe Cool Camel Spuds McKenzie sells beer. Joe Cool Camel sells cigarettes. All of these are ways of sells cigarettes. All of these are ways of helping children identify with products either helping children identify with products either now or for the future. The same is true for now or for the future. The same is true for adults.adults.

Page 17: Core Concepts of Media Literacy

1. BAND WAGON1. BAND WAGONPlays withPlays with the desire of most people to the desire of most people to join the crowd, be on the winning side, join the crowd, be on the winning side, be popular…be popular…

The popularity of a product is important to many The popularity of a product is important to many people. Even though we say we make our own choice people. Even though we say we make our own choice when buying something we often choose well-when buying something we often choose well-advertised items– the popular ones. Advertising advertised items– the popular ones. Advertising copywriters must be careful with the bandwagon copywriters must be careful with the bandwagon propaganda technique because most of us see propaganda technique because most of us see ourselves as individuals who think for ourselves. If the ourselves as individuals who think for ourselves. If the “bandwagon” is too obvious, viewers may reject the “bandwagon” is too obvious, viewers may reject the product outright.product outright.

YouTube - Celebrity ad: "Vote"YouTube - Celebrity ad: "Vote"

Page 18: Core Concepts of Media Literacy

““Celebrity” techniques:Celebrity” techniques:

2. TESTIMONIAL2. TESTIMONIALA famous personality is used to A famous personality is used to endorse the product.endorse the product.

YouTube - Carrie Underwood Nintendo DS YouTube - Carrie Underwood Nintendo DS Lite CommercialLite Commercial

Page 19: Core Concepts of Media Literacy

3. SELECTIVE EDITING3. SELECTIVE EDITING

Commercials show only brilliant Commercials show only brilliant catches and perfect throws; flawless catches and perfect throws; flawless performances; great feats.performances; great feats.

YouTube - Nike Commercial YouTube - Nike Commercial

Page 20: Core Concepts of Media Literacy

4. SIMPLE SOLUTIONS Avoid complexities, and attack many Avoid complexities, and attack many

problems with one solution.problems with one solution.

YouTube - Teri Hatcher Clairol Nice'n EasyYouTube - Teri Hatcher Clairol Nice'n Easy

Page 21: Core Concepts of Media Literacy

Theme #5:Theme #5: “Knowledge & Science” “Knowledge & Science”

1. FACTS AND FIGURES1. FACTS AND FIGURES Statistics and objective factual information Statistics and objective factual information

is used to prove the superiority of the is used to prove the superiority of the product.product.

For example: a car manufacturer quotes the For example: a car manufacturer quotes the amount of time it takes their car to get from 0 amount of time it takes their car to get from 0 to 100 km/h.to 100 km/h.

Page 22: Core Concepts of Media Literacy

2. CARD STACKING2. CARD STACKINGThe technique of Card-Stacking is so widespread The technique of Card-Stacking is so widespread that we may not always be aware of its presence in that we may not always be aware of its presence in a commercial. Basically, it means stacking the a commercial. Basically, it means stacking the cards in favor of the product; advertisers stress is cards in favor of the product; advertisers stress is positive qualities and ignore negative. positive qualities and ignore negative.

For example, if a brand of snack food is loaded with For example, if a brand of snack food is loaded with sugar (and calories), the commercial may boast sugar (and calories), the commercial may boast that the product is low in fat, which implies that it that the product is low in fat, which implies that it is also low in calories.is also low in calories.

Page 23: Core Concepts of Media Literacy