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Applying the 5 Core Concept questions to Ads.
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Applying the 5 Core Concepts
P. Denton
September, 2009
Core Concept #1
• All media messages are “constructed.”
• Question- Who created this message?
Core Concept #2
• Media messages are constructed using a creative language with its own rules.
• Question- What techniques are used to attract my attention?
Core Concept #3
• Different people experience the same media message differently.
• Question- How might different people understand this message differently from me?
Core Concept #4
• Media have embedded values and points of view.
• Question- What does this message think is important (other than selling the product)?
Core Concept #5
• Media messages are constructed to gain profit and/or power.
• Question- Why was this message sent?
Why was this message sent?What does this message think is important?
How might different people react?What techniques are used to attract my attention?Who created this message?
Why was this message sent?What does this message think is important?
How might different people react?What techniques are used to attract my attention?Who created this message?
Why was this message sent?What does this message think is important?
How might different people react?What techniques are used to attract my attention?Who created this message?
Why was this message sent?What does this message think is important?
How might different people react?What techniques are used to attract my attention?Who created this message?
Why was this message sent?What does this message think is important?
How might different people react?What techniques are used to attract my attention?Who created this message?
Why was this message sent?What does this message think is important?
How might different people react?What techniques are used to attract my attention?Who created this message?
