Communication & Management Communication

1. Communication & Management Communication N4

2. Mass media and advertising Module 5

3. Overview Propaganda Manipulative reporting Main mass media categories Advertising in the mass media Communication process and model Mass media and advertising Purposes Criticisms Difference between interpersonal and mass communication Aspects of human behaviour • Principles of advertising: • AIDA formula • Knowledge of product or service • Target audience • Aims • Presentation styles Functions of the mass media Language used by the mass media

4. Communication through the mass media Unit 5.1

5. Main mass media categories Examples of different kinds of mass media

6. The communication process used by the mass media A diagram of the mass communication process Context Noise/ Barrier Receiver (unknown masses) Sender Message encodes Each receiver decodes Code Noise/Barrier Medium: e.g. TV, SMS, radio, poster Feedback Response to the message is often delayed

7. The difference between the interpersonal and the mass communication process Some differences between elements in mass and interpersonal communication

8. Functions of the mass media Examples of the functions of mass media Reporting on crime, corruption, violence, politics, court cases and moral issues; shaping public opinion; reflecting public outcry Local, national and global news; press releases; documentaries; upcoming events; research findings Inform Historical events; statistics; announcements; finance; developments; trends Moralwatchdog Interpret Cultural under-standing; cultural events; diversity of opinions; fund-raising; tourism Functions of mass media Promote (persuade) Facts about nature, science, history, etc.; skills; protocol Educate Renderservice Advertise Competitions; sport; dance; music; movies; stories Entertain Weather reports; book reviews; educational programmes; financial indicators; political debates; religious content; contact numbers Products; places; services; events; properties; goods

9. Language used by the mass media Spoken or written words play an important role in the effect a message has. Consider: • Aspects determining the choice of language • Objective and subjective usage of language • Register, tone and style Before sending an email always reread it to check the tone and style

10. Activity 5.1 Refer to page 83 of your Student’s Book to complete Activity 5.1.

11. Manipulative reporting and propaganda Unit 5.2

12. The fine line separating ethical rhetoric from manipulation and propaganda To be ethical and professional, you need to cultivate the skills to: • Search for and check facts first • Distinguish between factual reporting and expressions of feeling • Choose the appropriate register, style and tone • Analyse the register, style, tone and language critically

13. Manipulative reporting Sometimes a person may blindly: • Trust a news reporter’s interpretation • Accept their insights • Agree with the views of individuals • Believe what they see on screen, paper or photo Fake news is a type of propaganda intended to harm

14. Propaganda Propaganda is the deliberate use of manipulation to promote a cause. The three elements of propaganda are: • Ethos • This refers to the target audience’s view of the sender. • Logos • The sender appeals to the logical reasoning of the audience. • Pathos • The speaker appeals to the audience’s hopes and fears.

15. Activity 5.2 Refer to page 88 of your Student’s Book to complete Activity 5.2.

16. Advertising in the mass media Unit 5.3

17. Purposes of advertising The three main purposes of advertising

19. Criticisms of advertising The 10 main criticisms of advertising are that it: • Causes economic wastefulness • Creates overexposure • Encourages materialism • Stimulates needs • Offers material in poor taste • Is directed at the masses • Appeals to the emotions • Can be misleading • Contributes to stereotyping • Manipulates children Advertising can stimulate needs

21. Activity 5.3 Refer to page 92 of your Student’s Book to complete Activity 5.3.

22. Advertising principles and requirements Unit 5.4

23. Advertising principles: aspects of consumer behaviour The principles in this diagram will be discussed in the following slides. 3. Social mobility 4. Conformity and non-conformity Aspects ofconsumerbehaviour 2. Social class and marketing bands 5. Reference groups 1. Cultures and subcultures 6. Information processing by consumers

24. Cultures and subcultures These two concepts differ as follows: • A culture or cultural group usually has its own forms of art, beliefs and customs. • A subculture is a minority group with specific interests and practices. Effective advertising researches the culture or subculture well

25. Social class and marketing bands • Social classes depend on people’s occupation, influence or level of income. • Any society can be divided into different socio-economic levels or marketing bands. • Advertisers and marketers use these bands to help plan their advertising campaigns.

26. Social mobility Social mobility refers to a person’s ability to change their social class. There is: • Upward mobility • Downward mobility • Horizontal mobility Upward mobility is when a person moves to a higher social status

27. Conformity vs non-conformity • Conformists are conventional. They play according to rules and avoid trouble. • Non-conformists refuse to conform to the status quo or conventional practices.

28. Reference groups Advertising uses reference groups to persuade people that they will: • Be “out” if they don’t also buy what everyone else is buying • Be ahead of and the envy of their peers • Somehow be associated with the fame of celebrities who promote a product

29. Information processing by consumers The processing of information by the viewer involves: • Exposure • Attention • Comprehension • Retention An advertisement has only a few seconds to grab attention

30. Requirements for effective advertising Knowledge of the AIDA formula • The marketing acronym stands for: • Attention • Interest • Desire • Action The AIDA principle

31. Requirements for effective advertising Knowledge of the product or service • Your advertisement needs to appeal to people who: • Know nothing about the product • Have heard about it but aren’t convinced • Want to try your product • You want to become long-term customers

32. Requirements for effective advertising Knowledge of the target audience

33. Requirements for effective advertising Knowledge of the client’s objective • Advertising should be true to the advertiser or client’s values. • Any aspect that may contradict objectives will detract from its effectiveness.

34. Requirements for effective advertising Specific aims of the advertisement • The aims of an advertisement are to: • Inform • Motivate • Render a service • Entertain The advertiser should take the audience’s subculture in mind

35. Requirements for effective advertising Presentation styles

36. Activity 5.4 Refer to page 99 of your Student’s Book to complete Activity 5.4.

37. Test your knowledge of this module by completing the summative assessment on page 101 of your textbook.