Year 9 Persuasive Media

1. Year 9 Persuasive Media

2. What is Media?

3. Can you Write your own Definition of media? Don’t forget to include a reference to the numerous media sources

4. What is advertising? What is the purpose of advertising? Think of PIE: • Persuade • Inform • Entertain

5. The purpose of advertising: believe two consumer aims inform benefit pictures product beautiful selling economical provide There are t_________ main purposes or goals in advertising. They are to i____________ and to persuade. Usually advertising a_________ to both inform and persuade. When s_____________ or advertising a product (or a service) the marketer first aims to p__________ information about it to the consumer. By doing this the advertiser tells the consumer the positive things about it; how it will b___________ the consumer’s life. For example, when advertising a car the marketer night highlight the fact that the car is e________________ or cheap to run. Once the marketer has informed the c______________ about the product they then try to persuade them to buy it. This means that they try to convince them they want the p_____________ so they will then buy it. An advertiser or marketer does this by using descriptive language, (e.g. “great, new, innovative, life-saver”) commands, (e.g. “go on try it, buy it today”) or special offers. Advertisers also use p____________ or images to convince people to buy their product. For example, pictures of b____________ women wearing make-up , make women b____________ by buying that make-up they too can look beautiful.

6. What’s in the Newspaper? • Classified advertisements • Sport • Environmental news • Social issues • Opinions page • Obituaries • Finance • Travel & Tourism • Etc. • Front page • National & International news • Local news • Feature articles • Television & radio program guides • Reviews • Weather report • Comic strips

7. The problem with the media • The problem with the media is that they choose what they want to inform us about. The media also choses the way they want to convey this story. • This leads many to raise the question; WHAT IS NEWS WORTHY? • Why is it that some events are reported on while other events are ignored? What are the motives behind presenting the stories that we read? • Bias: A preference or an inclination, especially one that inhibits impartial judgment. Bias can exist in all forms of writing as it is often impossible to write an impartial piece of writing. A bias can be based on personal experiences or beliefs. Sometimes a particular publication or network has a particular bias that colours the views expressed.

8. Who is Our media? Media ownership in Australia is distributed between commercial, national public broadcasters and not-for-profit community broadcasters. Australian media ownership has been described as one of the most concentrated in the world. For example, 11 of the 12 capital city daily papers are owned by either Rupert Murdoch's News Corporation or by John Fairfax Holdings. The Australian Government legislated specific controls over the ownership of broadcasting on television and radio in the Broadcasting Services Act 1992. These effectively prohibit ownership of more than one television station or two radio stations in a given market. The Commonwealth's legislative reach over print media ownership is largely limited to general competition law such as the Trade Practices Act 1974.

9. Don’t believe everything you read (or see for that matter!) • While it is the media’s job to report news to us it is important to remember that they have their own motives. • Sensationalism- Presenting stories that are overly dramatic or aimed at stirring up an emotional response in the responder. A sensational story will attract more readers/ viewers etc. (after all the media is a business) • Politics- The politics of the owner of a network or newspaper often plays an important role and the ‘news’ they report and the way in which they report it. • Advertisers- the media answers to those who advertise on their network or publication. Advertisers do not want to alienate the people who buy their products. • So what about the internet? The internet has created a whole new world. People now have the opportunity to share their own news, videos and photos. We now have the opportunity to see some different perspectives. But beware! It is still not safe to believe everything you read or see!

10. Techniques Used Hyperbole: dramatic over exaggeration Emotive language: language that is used to evoke a emotional response in the reader. Persuasive language: language that is used to persuade a responder to agree with the composers point of view. Colloquial language: modern day language that is used to relate to a particular target audience Juxtaposition: When two view points, images etc. are placed side by side for the purpose of comparison. Imperative: Language that directs the responder to do something (you must) Quotations: are used to add credence to a news story. Expert Opinion: This makes a news story seem unbiased Dramatic Images: Sometimes real and some times skilfully edited. Tone of Voice or facial expression: Used to convey an opinion without actually saying anything

12. Effective Headlines • When the newspaper boy or girl on the street corner yells ‘Extra extra read all about it!’ He or she often adds a few additional words such as ‘Trains stop at midnight! Read all about it!’ The headlines are designed to persuade you to buy the newspaper and ‘read all about it!’ • The most important headline in a newspaper is the one that runs across the top of the front page of the newspaper, below the masthead. This is called the banner headline.

13. Identify the banner headline in the following ad:

14. The purpose of a banner headline • The purpose of a banner headline is to attract attention and to sell newspapers. Look at the following headlines and note the methods used to attract the attention of potential readers. • 1) Killer bees raid parklands • 2) Cyclone moves south • 3) Boy chases lion • 4) Flood creeps towards town • 5) Sales break all records

15. Examine each headline and answer the question that accompanies it. 1. JUST DROPPING INTO THE OFFICE DEAR This headline, together with the photo of the parachutists jumping from the plane (previous slide) would undoubtedly sell newspapers. Why? 2. TOWN’S 10PM CURFEW FOR TEENS This headline presents a fact. Why would such a fact be of interest to the general public? 3. WATER ON THE BRAIN CURED WITH TAP ON HEAD Explain how this headline contains a humorous double meaning. 4. HUGE LOTTERY WIN FOR STRUGGLING FAMILY In what way is strong human interest present in this headline? 5. WHIRLWIND LEAPS TOWN How is the whirlwind made to seem human in this headline?

16. Examine each headline and answer the question that accompanies it. 6. VIOLENCE. JUDGE HITS OUT What do you think is the meaning of this headline? 7. FIRE DANGER WORSENS How would readers react to this headline? 8. SHARK TERROR SHOCK Explain why this headline can be classed as ‘sensational.’ 9. THE BIG MEN FLY A dramatic photo is needed to illustrate this sports headline. Describe the kind of photo you would choose if you were the sports editor of the newspaper. 10. MAN RECOVERING AFTER FATAL CRASH Explain what is wrong with this headline.

17. Headlines • Headlines have to grab attention. It is no use having a headline with twenty or thirty words in it because most people will not read it all. Headlines are best when they are short, forceful and to the point. • Read the long-winded headlines below and then see whether you can reduce each of them to some attention-grabbing statement. If you can make it funny, even better! • 1- A spokesman at Buckingham Palace said yesterday that the Queen was recovering quickly after giving birth to sextuplets on Tuesday. • 2- A woman nearly drowned yesterday after driving straight through the back of her garage into a swimming pool. • 3- A man was released on a good behaviour bond after pleading guilty to assaulting his wife and causing grievous bodily harm. He claimed he thought she was a burglar. • 4- Two students who assaulted a teacher were put on a six months detention detention at Goulburn jail. • 5- Two men were caught trying to rob a bank after being injured by the dynamite they used to blow up the bank vault.

18. 6- An old man from Sydney was severely injured when he tried to light his pipe with a handful of dynamite. • 7- Police have discovered the killer of a man shot in the back. It happened to be the dog he took on his hunting trips with him and which had accidentally stepped on the trigger of a loaded gun placed in the back of the car when the victim was driving. • 8- A crowd got out of hand at a concert on Saturday night and invaded the stage which collapsed under the weight of about a thousand rock fans. • 9- A woman’s husband crept under her bed every night and made cat-fighting noises was granted a divorce on the grounds of mental cruelty.

20. http://www.dailytelegraph.com.au/news/racism-links-to-aussie-car-flags/story-e6freuy9-1226251927222http://www.dailytelegraph.com.au/news/racism-links-to-aussie-car-flags/story-e6freuy9-1226251927222

22. Sensationalism?

23. Sensationalism in the Media • Watch the following episode of Frontline, • ‘Playing the Ego Card.’ • PART 1- http://www.youtube.com/watch?v=a4C8rsjlyA8 • PART 2- http://www.youtube.com/watch?v=3OOnMKzuxh0 • PART 3- http://www.youtube.com/watch?v=2zcZ4Z8Y4k0 • Discuss how and why the news report has been sensationalised? • Look at a variety of speaking delivery techniques and how they are used by the reporter.

24. Sensationalism in the Headlines • What catches your eye when you first pick up a newspaper? Is it the headlines? It is a well-known fact that many people are tempted to buy a newspaper when they read the headlines. Often these are deliberately written in a sensational way to encourage the public to buy the newspaper. 1) Read the following headline and discuss what it is implying: • TEACHER STABS STUDENT 2) Now read the whole article. • Do you think it was a case of sensationalism? Why? 3) Write your own articles for the following sensational headlines. • WOMAN SIGHTS BRIGHT OBJECT IN SKY • PRIME MINISTER IN SHOOTING INCIDENT TEACHER STABS STUDENT Year three teacher at Simpson Range Primary School, Ms Alison Harvey, was tripped over in class on Wednesday by an unruly female student. When she fell, Ms Harvey accidentally stabbed another student with the nib of a pen she had in her hand.

25. What is an Interview? An interview is a conversation between two or more people where questions are asked by the interviewer and answered by the interviewee.

26. Structure of an interview Person A- ...................................? Person B- ______________________ Person A- ...................................? Person B- ______________________ Open-ended questions encourage your interviewee to elaborate on a point as opposed to providing a yes or no answer.

27. Your turn to write an interview Topic: Interview with Mike Moore on sensationalism in the media. Activity: Using the example provided and the scaffold, construct your own interview on the topic above. Edit Checklist: Once you have finished, swap your work with the person next to you and edit it using the editing checklist. You are looking for things like spelling, grammar, punctuation, etc.

28. Layout- Front Page News Report Photograph Headline • Arrange the various features of the front page of a newspaper into an appropriate layout. Reflect on why you have chosen to arrange them in this manner. Photographer Date Price By-Line Graphic Masthead Caption

29. A 362-kilo headache A 362-kilo (57 stone) man- too heavy to move himself from his specially built bed was evicted from his dilapidated bungalow in Wesley Hills, New York, this week. It was no ordinary eviction. A forklift was used to place Michael Edelman, 24, on a flat bed lorry for a trip to the hospital. He will stay there until a flat is found that can be renovated to accommodate him. He cannot squeeze through an ordinary doorway. Mr Edelman had lived in the Bungalow for two years with his 170-kilo mother Arlene. He first came to public attention in December where he fell out of his bed and had to be lifted up by a tow-truck.

30. Having read ‘A 362-kilo headache’ consider the following important points of reporting: • The item consists of a photograph, a headline and five sections or paragraphs of description and comment. • Notice how the photograph has been angled to show the immense size of the man. This prepares us for the startling headline and story. • The first paragraph sets the scene for the unusual story that is to follow. What sad fact is revealed here? • The second paragraph tells us what was extraordinary about the removal of the over-weight man from his bungalow. What extraordinary facts are presented in this paragraph? • The third paragraph carries the story a step further and also brings to light another strange fact about the man’s existence. What is this strange fact? • The fourth paragraph gives us a glimpse of the man’s past life. How is this done? • The final paragraph produces one more instance of the great difficulties of the man’s life. What is this instance? • Having read this news item, are you satisfied with the way the news story has dealt with the overweight man’s problems. If you were a reporter covering this story, what other aspects of the man’s life might have interested you?

31. Analysis of a News Report • Where did the incident take place? • What happened? • Deconstruct a newspaper article of your choice by identifying the six key components: who, what, where, when, why and how? • Using this knowledge write your own front page news report. • How has the incident been dealt with? • Who is involved? • When did the incident occur? • Why did it happen?

32. Objective vs. Subjective News • Interpreting the News Audience interpretation of news messages is a crucial intermediate step between exposure to and effects of the news. In today’s democracy, knowledge of political and public affairs are seen as central to the empowerment of citizens. (Knowledge = power/confidence) However, most of our knowledge is second hand and acquired by the mass media. The news media is a powerful way to manipulate and persuade public opinion and knowledge. • What is objective news? News that is uninfluenced by emotions or personal prejudices. The news is neutral, bias free and factual. • What is subjective news? News that is based on personal attitudes, beliefs and opinions as opposed to evidence. This news is full of biased information intended to manipulate and persuade the viewer/listener. • What is bias? One-sided argument that does not present both sides of a story.

33. What is a news report? News reports are found in newspapers and their purpose is to inform readers of what is happening in the world around them.

34. Structure of a News Report

38. Your turn to write a news report Topic: Refer to the visual stimulus. http://www.youtube.com/watch?v=sOyvCqnwPRA Activity: Using the example news report provided and the scaffold, construct your own persuasive feature article on the topic above. Edit Checklist: Once you have finished, swap your work with the person next to you and edit it using the editing checklist. You are looking for things like spelling, grammar, punctuation, etc.

39. Photographs & Captions • Photographs place an important role in attracting, and keeping, a reader and in providing information. • Newspaper photographs can be provided into 3 basic categories: • Picture Stories- the picture tells its own story and therefore needs very little text. Picture stories are often found in the first five pages of a newspaper and are usually happy, human-interest stories. The photo needs to be very good and contain a lot of detail and information. • Picture which accompanies a story but needs the text. • Headshots. These photographs contain only the person’s head. Often the person is a source for the story.

40. Activities: • Generate captions for the photographs below: • Mini-deconstruction- Select one photograph. Explain why the image is effective in conveying meaning.

41. Activities: • Find a headshot photograph in the newspaper. Write a brief description of what you think this person would be like. Include occupation, personal characteristics, etc. • Listen to a television news program without watching the screen. Could you still understand the television reports? Why/Why not?

42. Get the picture? • Use a photograph or a picture from a magazine and write your own newspaper article to match the picture. • Select an article with a photograph from a newspaper, then answer the following questions: • 1- What attracted you to this photograph? • 2- How does the photograph make you feel? • 3- What information just the caption give you? • 4- How is the photograph related to the news article?

43. What is a Narrative? A written account of connected events; a story.

44. Structure of a narrative Orientation- who, what, where, when, why Complication- a problem arises Resolution- the problem is resolved

46. Example of a narrative Refer to your NPLAN Preparation booklet for an example narrative 

47. Your turn to write a narrative Activity: Use the visual stimulus provided as the basis of a piece of creative writing. Edit Checklist: Once you have finished, swap your work with the person next to you and edit it using the editing checklist. You are looking for things like spelling, grammar, punctuation, etc.

48. Verbal vs. Non-Verbal Communication • Write down all of the different ways we can communicate (both verbal and non-verbal) • Define ‘communicate’ • What is the difference between verbal and non-verbal communication? • Why is it important to be able to communicate with other individuals and groups?

49. In pairs communicate a message to your partner using non-verbal methods (e.g. hand gestures/facial expression/body language etc.) • Write down the message you will try to communicate non-verbally: ____________________________________________________ • Did your partner understand you? Why/why not? ____________________________________________________ • Now it’s your partner’s turn. Have them communicate a message to you non-verbally. • What do you think they are trying to say? ________________________________________________________ • What were they actually trying to say? ________________________________________________________

50. VERBAL COMMUNICATIONMatch the words with the correct definitions: • Intonation • Inflection • Articulation • Pause • Volume • Pace • Tone/Mood • Register • A variety of language typically used in a specific type of communicative setting: an informal register; the register of scientific discourse. • The pattern or melody of pitch changes in connected speech, especially the pitch pattern of a sentence, which distinguishes kinds of sentences or speakers of different language cultures. • The atmosphere created by voice expression • Alteration in pitch or tone of the voice. • The speed at which one speaks • A temporary stop or rest, especially in speech or action • The degree of sound intensity or audibility; loudness • The act of vocal expression; utterance or enunciation