The Core Concepts of Media

1.All media messages are constructed.

•Are reality shows 100% real?

2. Media messages are constructed using a creative language with its own rules.

• What makes Happy Yipee Yehey different

from Eat Bulaga?

• Each medium has a unique aesthetic form

-its own codes and interpretations

-Different media will report the same event, but create different impressions and messages.

3. Different people experience the same messages differently.

personal needs

the pleasures or troubles

gender

family and cultural background

4. Media have embedded values and points of view.

• How does media contribute in forming

one’s character?

–proclaim values and ways of life.

–Explicitly or implicitly convey ideological messages about such issues and values.

Subliminal Messages?

• Cartoons and video games can

affect how children behave.

• Television can greatly influence the election of a

national leader on the basis of image.

5. Media messages are constructed to gain profit and power.

A relatively small number of individuals control what we watch, read and hear in the media.

Product Placement

Made to gain power and profit.

ConstructedHas its own rules

and creative language.

Different people experience the same message differently.

Contains values and view points

MEDIA LITERACY

deconstructing these constructions

Analyze

StudyWHY?

Advertising is any form of communication intended to promote the sale of a product or service to influence public opinion, to gain political support or to advance a particular cause.

Paid form of public persuasion

- To buy, support and believe

What encourages you to patronize a

product?

USP Unique Selling Point

The Unique Selling Point or USP is the unique quality or feature of the product which the campaign focuses on.

Ivory’s unique quality was a result of an accidentHarley Procter came up with the name “Ivory" while listening

to a bible reading at church one morning in 1879Today, the “pure” quality remains an effective strategy

BRAND AWARENESS

• aims to create BRAND RECALL

- determines the success of the advertising campaign

Public Service Advertisements• advertisements

sponsored by private and government agencies which promote value messages

PURPOSE?

Strategies In

Advertising

1. Sex Appeal• Sex is used as a “hook” to catch

attention

2. Emotion

a.   Positive Emotions (E.G. Joy, Happy)

2. Emotionb.  Negative Emotions

(E.G. Fear)

3. Status Or Snobberylatest models , the most hi-tech qualities, the

best performance and will make them appear as necessary .

3. Status Or Snobbery• The packaging of the

product or the ambiance of its venue suggest a superior status.

• Other fast food chains offer brewed coffee but Starbucks could make it appear that their coffee is of a better quality.

4. Conformity

Slogans like “Are You One of Us?” are very effective to prey

on your need to belong.

5. Economy• A special

offer….Prices have been slashed…. Big savings…Special Promos

• These prey on your desire to save money

5. Economy

• “Free Stuff” may be attached with these products making you think you’re saving

Is it really free?

6. Excitement, Fun, Novelty & Adventure• A stunt, a new wonder,

extravagant production numbers.

7. Sensual Gratification• The promise of

soothing, comfort and pampering

• All these offer you bodily pleasures

SENSUAL GRATIFICATIONThe ambience contribute to a relaxing and soothing environment

7. Sensual Gratification• Food is made up to look sumptuous • Great Taste may be suggested in the visual

presentation of the product or the reaction of the models in the ad campaign

Food Styling

8. Authority & Celebrity

Characters in lab coats immediately add authority and visual credibility

Nike features prominent celebrities from the sports industry

8.  Authority & Celebrity

 

CELEBRITY ENDORSEMENTS

Emma Watson, Rihanna, Madonna

Click icon to add picture

Click icon to add pictureClick icon to add picture

Can ads have more than one strategy?

Common Issues in Media

1. Violence2. Sex and Pornography3. Stereotypes: Male/Female4. Alternative Lifestyles5. Truthfulness

Group Research

• Form six groups. Assign a leader and an assistant. Each group will be asked to pick one general media issue through drawlots.

• Come up with a group research on the picked media issue. The research includes a powerpoint presentation (maximum of 7 slides)

Group Research

The content of the report should be the following: Assign a task to each member.

1.Title( Specific Media Issue) 2.Scope( What general media issue?) 3. Background and History 4. Target Market/Audience 5. Pros and Cons 6.Suggested Solutions 7.Images/Videos

Group Research

Write on a size 4: Members, Leader,Assistant and assigned task to each.

Target Media Issue

CRITERIA FOR GRADING:

–Content…………….50–Clarity………………30–Organization……..20–Total……………….100