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Media Bias

Media Bias. Advertisements: Do they contain bias?. What is an advertisement?. Very simply, an ad is a tool to get people to want to buy something. Name places where you see advertisements: Television Magazines Newspapers Billboards The Internet Movie theaters On products

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Media Bias

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  1. Media Bias Advertisements: Do they contain bias?

  2. What is an advertisement? • Very simply, an ad is a tool to get people to want to buy something. • Name places where you see advertisements: • Television • Magazines • Newspapers • Billboards • The Internet • Movie theaters • On products • On public transportation

  3. How are ads biased? • Ads are created to convince people to think or do something in particular. • The company that made the advertisement wants us to see thing from their point of view. • What are you supposed to think when you see the following ad?

  4. The Target audience • Ads are directed to a target audience – a group of people who advertisers think will buy or use the product. • Advertisers put ads where they think the target audience will see them. • What products do you think are targeted to teens? • Video games • Energy drinks • Clothes • Electronics • Junk foods

  5. What techniques do advertisers use to reach their target audience? • Testimonial: a real-life person has used the product and loved it. • A woman talks about the weight she lost at Curves and how easy it was. • Endorsement: a well-known person associated with the product (a specific type of testimonial). • Example: a celebrity uses ProActive to clear up acne. • Association: attempt to associate their product with the people, values and lifestyles depicted in the ads. • Example: a model wearing a swimsuit on a luxury yacht (associated with wealth). • Sense appeal: using images and sounds to appeal to one or more of the five senses. • Example: a fast-food place with a sizzling burger on the grill.

  6. Techniques continued • Appeal to emotion: appeal to those emotional needs experienced by all humans • A life insurance company selling financial security for your family should you pass away. • Fear tactic: attempt to sell their product by playing on our fears. • Example: A home security company showing a burglar breaking into a house at night. • Hype: product will give you some sort of amazing results • Example: New weight-loss beverage will help you lose 10 pounds a month (while still eating all the cookies you want). • Call to action: The part of the ad where the consumer is told what to do. • Example: Call this 1-800 number now for this special offer!

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