5 Core Concepts of Media 5 Core Concepts of Media LiteracyLiteracy

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)

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Common Advertising Common Advertising Strategies & the Core Strategies & the Core Concepts of Media Concepts of Media LiteracyLiteracy

Media Studies 120Media Studies 120L.LeBouthillierL.LeBouthillier

The people in commercials are often a little more The people in commercials are often a little more perfect. They are role models for what the perfect. They are role models for what the advertiser wants the target audienceadvertiser wants the target audience

Gap

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

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

YouTube – iPhone 5Innovation

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

2. 2. TRANSFERTRANSFER

Words and ideas with positive Words and ideas with positive connotations are used to suggest that the connotations are used to suggest that the positive qualities should be associated positive qualities should be associated with the product and the userwith the product and the user . .

YouTube - Gouda Ad

Ideal peopleIdeal people

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

LexusPrada sunglasses

Ideal PeopleIdeal People

4. 4. GLITTERING GLITTERING GENERALITIESGENERALITIES

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

YouTube - Cover Girl Commercial

Ideal PeopleIdeal People

6. 6. WIT AND HUMORWIT AND HUMOR Customers are attracted to products that Customers are attracted to products that

divert by giving viewers a reason to laugh or to divert by giving viewers a reason to laugh or to be entertained by clever use of visuals or be entertained by clever use of visuals or language.language.

Justin Timberlake

Ideal PeopleIdeal People

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

Tim Hortons

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

1. PATRIOTISM

The suggestion that purchasing this product The suggestion that purchasing this product shows your love of your country.shows your love of your country.

YouTube - Molson - Hockey Fight

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

2. 2. PLAIN FOLKSPLAIN FOLKSThe suggestion that the product is a practical The suggestion that the product is a practical

product of good value for ordinary people.product of good value for ordinary people.

YouTube - Cheerios Commercial

Heart StringsHeart Strings

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, Traditions & Fun | CBC Archives

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

11. . WEASEL WORDS

““Weasel words" are used to suggest a positive Weasel words" are used to suggest a positive meaning without actually really making any meaning without actually really making any guarantee.guarantee.

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

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

2. 2. LIFE-LIKE SETTINGSLIFE-LIKE SETTINGSBarbie struts her stuff on the beach with waves Barbie struts her stuff on the beach with waves crashing in the background, space aliens fly through crashing in the background, space aliens fly through dark outer space and all-terrain vehicles leap over dark outer space and all-terrain vehicles leap over rivers and trenches. The rocks, dirt, sand and water rivers and 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 Understand Toy Ads

Amazing ProductsAmazing Products

3. 3. SOUNDS GOODSOUNDS GOODMusic and other sound effects add to the Music and other sound effects add to the excitement of commercials. Sound can make things excitement of commercials. Sound can make things seem more life-like or less life-like, as in a music seem more life-like or less life-like, as in a music video. Either way, they help set the mood video. Either way, they help set the mood advertisers want.advertisers want.

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

YouTube - Hamsters KIAYouTube - Hamsters KIA

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

Adrian Brody, Andrea 3000Adrian Brody, Andrea 3000 CameraCamera

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

1. BAND WAGON1. BAND WAGON

Plays 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 popularbe popular……

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

““Celebrity” Celebrity” techniques:techniques:

2. TESTIMONIAL2. TESTIMONIAL

A famous personality is used to endorse the A famous personality is used to endorse the product.product.

YouTube - Carrie Underwood Nintendo DS Lite YouTube - Carrie Underwood Nintendo DS Lite CommercialCommercialAd 2Ad 2

““Celebrity” Celebrity” techniques:techniques:

3. 3. SELECTIVE EDITINGSELECTIVE EDITINGCommercials show only Commercials show only

brilliant catches and perfect brilliant catches and perfect throws; flawless performances; throws; flawless performances; great feats.great feats.

My BetterMy Better

““Celebrity” Celebrity” techniques:techniques:

4. SIMPLE SOLUTIONS

Avoid complexities, and Avoid complexities, and attack many problems attack many problems with one solution.with one solution.

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

““Celebrity” Celebrity” techniques:techniques:

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

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

2. CARD STACKING2. CARD STACKINGThe technique of Card-Stacking is so The technique of Card-Stacking is so

widespread that we may not always be aware widespread that we may not always be aware of its presence in a commercial. Basically, it of its presence in a commercial. Basically, it means stacking the cards in favor of the means stacking the cards in favor of the product; advertisers stress is positive product; advertisers stress is positive qualities and ignore negative.qualities and ignore negative. For example, if a brand of snack food is loaded with sugar For example, if a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product (and calories), the commercial may boast that the product is low in fat, which implies that it is also low in calories.is low in fat, which implies that it is also low in calories.

Nutella law suitNutella law suit

““Knowledge & Knowledge & Science”Science”