MEDIA

LITERACY

R E A L OR F

A K E

ALTHOUGH THIS LOOKS LIKE A PICTURE TAKEN FROM A HOLLYWOOD MOVIE, IT IS IN FACT A REAL PHOTO, TAKEN NEAR THE SOUTH AFRICAN COAST DURING A

MILITARY EXERCISE BY THE BRITISH NAVY.IT HAS BEEN NOMINATED BY NATIONAL GEOGRAPHIC AS "THE PHOTO OF THE

YEAR".

NOT REALPHOTO SHOPPED

San Francisco Bay with Great White Shark

Golden Gate Bridge South Africa

CAN YOU NAME THAT SLOGAN/TUNE?1. “Obey Your Thirst”2. “M’m, m’m good. M,m, m’m good.”3. “It’s in the mix.”4. “Give me a break”5. “Taste the Rainbow.”6. “I’m lovin’ it.”7. “Can you hear me now?”8. “Think outside the bun.”9. “Got ________?”10. “Just Do It.”11. “Hungry. Why Wait?”12. “Is it in you?”13. “Don’t bother me. I’m eating.”

ANSWERS1. Sprite2. Campbell’s Soup3. Twix4. Kit Kat5. Skittles6. McDonald’s7. Verizon Wireless8. Taco Bell9. Milk10.Nike11.Snickers12.Gatorade13.Carl’s Jr.

REALITY O

R FANTASY?

T R U T H I N M

E D I A

TRICKS OF THE TRADE

BeautifulCute Characters

Heart StringsToys/Gifts

Lively Music & Bright ColorsSpecial Effects

BEAUTIFUL & CUTE CHARACTERSBeautiful People

It is no accident that the people you see in ads and on television appear perfect in every way.

The message of the media We are “not okay” the way we are thus use our product and look like the people in our ad.

Cute CharactersCartoon people or cute animals add

special interest to the ad. Jo Camel example of how cartoon

characters work

WHO DECIDES WHAT IS BEAUTIFUL?YOUME

MENWOMEN

HOLLYWOOD??????

http://www.youtube.com/watch?v=hibyAJOSW8U&safety_mode=true&persist_safety_mode=1&safe=active

HEART STRINGSPlaying with Emotions

Ads often try to draw people in by playing to emotions. Companies know that by stirring up emotions people will connect their product to that “feeling”

Guess Who??The family happily gathering around the table in great anticipation awaiting mom’s arrival home with that bucket of chicken and the resulting excitement when she finally arrives.

http://www.youtube.com/watch?v=ERRlDEoHG9Y&safety_mode=true&persist_safety_mode=1&safe=active

TOYS/GIFTSToys and Food

Did you know that one out of every three toys given to a child in the US each year is from a fast food restaurant? (Chew on This, 2006).

Toy’s packages are also designed to appeal to children.

Adults are also targeted in such ways as buy this product and get a free item or buy one get one free.

EASY TARGETS!!!

LIVELY MUSIC & BRIGHT COLORSCatchy Music and Sound Effects

Music and sound effects make the product look all the more appealing. Music Jingles are contagious and many of us can immediately think of at least one.

Bright ColorsHave you ever noticed how ad’s include bright colors?

SPECIAL EFFECTSAds today showcase the technology that we definitely take for granted.

Ads which include animations and special effects truly spark the imagination. It is hard at times to recognize what is real and what is not.

Reality vs. FantasyWe need to be able to question and recognize the reality of what we are seeing in ads.

This is a very important first step in becoming a critical consumer.

Revolutionary digital editing techniques are changing the way that commercials look all the time. Quick cuts and fast motion provide continual stimulation to the eyes and jolts to the senses, making it much harder for children to look away from the screen.These types of ads naturally get us buzzing about the product, which is the goal of the ad. Super Bowl commercials-millions spent to get product name and recognition

Example:Lebron James in Powerade Commercial. Amazing athlete yes, but is the commercial real?Whatever the result, it’s all about being noticed and this commercial got lots of attention

for Powerade

http://www.youtube.com/watch?v=dnxIITeNftE&safety_mode=true&persist_safety_mode=1&safe=active

MEDIA LITERACY1.Reality or Fantasy???????2.Who owns or profits from and

pays for this message?3.Who is the target audience?4.Whose point of view is behind the

message?5.What is or is not being said and

why?6.Is there a hidden or an implied

message?

ASSIGNMENT

1.Watch TV tonight 2.Choose TWO ads that you see1.If you prefer you can do it on an ad from a magazine

3.Answer questions 1-6 about each ad