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ADVERTISEMENT DECONSTRUCTION

ADVERTISEMENT DECONSTRUCTION. Deconstructing Media: learning how to decode (“read”) advertising images and messages as presented in magazines, commercials, Internet, and newspapers. Fun Facts…. Each day we see images in newspapers, magazines, TV, and online:

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ADVERTISEMENT DECONSTRUCTION

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  1. ADVERTISEMENT DECONSTRUCTION Deconstructing Media: learning how to decode (“read”) advertising images and messages as presented in magazines, commercials, Internet, and newspapers

  2. Fun Facts… • Each day we see images in newspapers, magazines, TV, and online: • How truthful & realistic are these images in representing the products they sell? • Advertising makes effective use of pictures and text to motivate us to purchase products. • Ads persuade us to adopt, reinforce, or confirm values and beliefs as part of our lifestyle. • Advertising has “taken over” our culture and our language; its influence has been felt and widely adapted throughout the world.

  3. …TODAY’S OBJECTIVES… • …to understand that advertising is a highly specialized craft • …to understand that images are designed to engage the viewer with the product being promoted and sold • …to understand that advertising has two components: • to provide knowledge about a product • to use motivation and persuasion to purchase the idea, concept, or product • … to understand that children and youth are strongly influenced by the images they see in the media

  4. BACKGROUND • Children learn early on about the need to consume products and services. • TV viewing, beginning at about the age of 3, subtly informs children that there are items which mom and dad can purchase that will make life more fun and enjoyable. • This, of course, eventually facilitates the development of a society based upon the need for the consumption of products and services (supply and demand).

  5. Ad Deconstruction …. a step by step procedure STEP ONE: Make Observations • Think of adjectives that describe the ad • Observe the aesthetic appeal of the ad: color, text, lighting, font (Image Analysis Terms) • Notice the gender, race, ethnicity, & social status represented in the ad

  6. STEP TWO: Determine The Purpose of the Ad • What product is being sold? • What message is being conveyed? • Who is the audience? • Which of the 15 Appeals are represented? • Which of the 11 Ad Techniques are being used? • What feelings are associated with the ad?

  7. STEP THREE: Determine the Assumptions the Ad Makes & the Message it Sends • What assumptions or stereotypes are made about race, gender, social status? • Are these stereotypes accurate?

  8. STEP FOUR: Consider the Consequences of the Ad Consequences of the message??? Healthy or unhealthy??? Changes to be made??? Socially responsible???

  9. Let’s try it together… 1. Make Observations… • Adjectives • People, gender, race, social status • Color, font, text, lighting

  10. 2. Determine the purpose of this ad… - product - target audience - emotions - Appeals - Ad Techniques - 6 essential media lit analysis questions

  11. 3.Determine the assumptions and message of the ad… Race? Gender? Social Status? Are these accurate stereotypes????????

  12. 4. Consider the consequences of this ad…. Healthy or unhealthy? Socially responsible? Changes to be made?

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