SUBJECT: Media Literacy

TITLE: Step by Step Guide to Analyzing Print and Non-Print

Sources

Formats available through Library of Congress portal www.loc.gov

Prints & Photographs: Advertisements, Photographs, Drawings, Comics, Prints, Drawings, Autographs

Performing Arts: Music, Theater, Dance

Film: Motion Picture and Television

American Memory: Interviews, Sheet Music, Radio, Speeches

Formats available through the Library of Congress site: www.loc.gov

Audio, book, film, video, legislation, manuscript, map, music score, newspaper, periodical, print, photograph, drawing, software, e-resource, web page, 3-D object.

American Folklife Center(endangered music http://www.loc.gov/folklife/ryko.html

General Evaluation Criteria – common to all formats

• Who is the creator?• What’s the intent of the creator?• Who is the creator trying to reach?• How was the message constructed?

• BUT – each format also has unique features.

Print Advertisements (language of advertising)

name of product | company | subject of ad | target audience | medium

Sources:• Prints retrieved from the Library of Congress-Prints and

Photographic Division www.loc.gov• Coca Cola ads beyond the 1880swww.1stwebdesigner.com/inspiration/coca-cola-advertising-history

/www.beautifullife.info?advertisement/history-of-coca-cola-in-ads/

1800s

May 8, 1886, John Pemberton sold his first Coca-Cola drink at a soda fountain in Jacob’s Pharmacy, Atlanta. Subsequently he published the first Coca-Cola advertisement in the Atlanta Journal.

First ad: all text

Early 1900s

Coca-Cola advertising during the early 1900′s relied on young women as their spokespersons.

1930s – 1960s

The image of Coca-Cola Santa Claus appeared through their advertisements for three decades.

Because of Coca-Cola advertising, the Santa Claus we all know and love today came into being.

Late 1960s

In 1969, Coca Cola released their new advertising slogan ‘It’s the real thing.’ The campaign now centers on the Coca-Cola bottle itself.

http://www.youtube.com/watch?v=Q8H5263jCGg&feature=player_embedded

1960-1980 --- Coca Cola global expansion --- 163 countries worldwide.

With the swift expansion, Coca-Cola went with a massive advertising campaign.

The international appeal of Coke was shared in their advertising with the slogan: ‘I’d Like to Buy the World a Coke’.

1980s

This decade marked the birth of the diet Coke.

1993

Aside from Santa Claus, one of Coca-Cola’s most memorable symbols of the company,is the animated Polar Bear. It came from the Northern Lights advertising campaign. The first ad featured polar bears watching a ‘movie’, a play of aurora borealis while drinking Coca-Cola.

2000-present

The Coke Side of LifeThe ad campaign was launched in 2006 and it’s main theme centers around people drinking Coke and feeling happy and positive.

You drink Coke, you feel good. The campaign has optimistic and positive vibes, and it captures the very essence of life. It encourages people to love spontaneity and to see the world in full color.

The Coca Cola Company--------- language is important

• What feelings do the words used in the Coca Cola company provoke?

• Refreshes, cools, delicious, quality, extra something, hospitality, real thing, liven up the day

Coca Cola implicit message

Evokes adventure, innocence, mischief, fun(

Coca-Cola offers 500 brands and products to the world, serving more than a dozen flavors including Diet Cola, Coke Zero, Coke Cherry, Vanilla, Citra and more.Serves more than 1.7 billion servings in one day.

Products by Coca-Cola are now over 3,500 including A&W, Dr. Pepper, Real Gold, Royal Tru, Lift, Ponkana, Minute Maid, Fanta, Earth and Sky and Eight O’Clock.

Other advertisements:medium - magazines

EXPLORE THE LAMINATED ADS distributed to each table – answer the following questions

• What is the name of the product?• Name of the company who owns the product?• What is the subject of the ad?• What type of magazine do you think these ads

come from?• Who is the target audience.