Aim: How can we define Mass Media?

1. Monday 2/3/14 Aim: How can we define Mass Media? Do Now: What do you think the word media means? HW: Bring in a print advertisement (from a newspaper, magazine, online) Thursday. Vocab Unit 6 Quiz next Tuesday!!!

2. Intro: • Textbook Distribution • Take a few minutes to thumb through the textbook. • Overview of the course. • Advertising, Books, Radio, Television, Film • Projects- • Advertisement, Children's book, TV Show, Radio Station, Film • Grades • Participation – 20% • Other grades – 80% • Projects - X4 • Quizzes, worksheets, writing assignments – X2 • Vocab Quizzes – X1

3. I. What are mass media? (Grammar NOTE: Yes, I mean ‘are’. There are many types. “Media” is the plural of “medium”. Have you heard of the show Medium?

4. A. History of mass media • Human desire and need to break the barriers of time and distance • Live beyond a lifetime • Move beyond the distance we can physically travel • Like space…the final frontier

5. B. Definitions • Medium: a channel or system of communication • Speech is most widely used • Others: painting, sign language, written word, music, images, smoke signals • Mass medium: means of communicating to a large number of people • Television, radio, newspapers, magazines, books, films, recordings, internet • Not possible until the invention of the printing press in 1458 by Johannes Gutenberg

6. MORE Definitions • Personal communication media: • Method of communication through time and space, but not involving the masses • Broadcast media: radio and television • Using electric signals to reach a large audience • Cable television: not broadcasting because wires are used to carry the programs to specific households.

7. II. Global View of Broadcasting • A. USA: • Radio – mostly music and DJs; all-news station and talk show (sports) • Television – daytime drama, sitcoms, adventure, game shows, news, reality TV, PBS (culture and education) • B. Europe and Canada: • More cultural and educational TV • Governments believe that advertising should not control programming • Ex: BBC – no advertising / supported by tax paid through TV and radio sales

8. Small countries: buy US television shows (dubbed) even if they are inconsistent with the country’s perceived / accepted value system • Communist and 3rd world nations: all broadcasting is controlled by the government • Governments use stations to encourage patriotism and control news • (governments own and operate most of the world’s radio and television stations) • Radio transmitters guarded by high fences and machine guns • Rebels attempt to overthrow government through broadcast transmitters

9. Control of broadcasting means control of minds…

10. What do mass media produce? • The Role of Celebrity (What need do celebrities fill?) • Concept expanded when technology made possible the duplication and distribution of images. • Fulfill the public need of fantasy • Audience identifies with celebrities who live out fantasies • “Stars” – different, but not too different from their fans • Celebrity = glamorous self

11. Celebrities - continued • Development of Hollywood • Stars must lead glamorous lives (created if necessary) – pseudo events whose purpose is to attract attention • Recording industry followed the lead (Motown Records)

12. Before Mass Media Well-known people were famous for actions or achievements Public knew and admired heroes Since Mass Media Well known because of manufactured image Public knows and admires celebrities Changes caused by mass media

13. What is media? • Take out a piece of paper and write down the following terms. • Culture • Mass communication • Mass media

14. Definitions • Culture • The symbols of expression that individuals, groups, and societies use to make sense of daily life and to articulate their values. • Mass communication: • The process of designing and delivering cultural messages and stories to large diverse audiences through media channels as old as the book and as new as the Internet. • Mass Media • Are the cultural industries-the channels of communication-that produce and distribute songs, novels, newspapers, movies, Internet services, and other cultural products to large numbers of people.

15. Topics for Discussion • Oral and Written Form Begin the Dialogue • Printed Communication Spreads the Word • Electronic and Digital Communication Bring Immediacy to the Message • Media Convergence Comes of Age

16. Answers the following: • What are the key technological breakthroughs that accompanied the transition to the print and electronic eras? • Why were these technologies significant?

17. Pick an example of a popular media product that you think is harmful to children. How would you make your concerns known? Should the product be removed from circulation? Why or why not?

18. Although in some ways postmodern forms of communication, such as email, facebook, etc., have helped citizens participate in global life, in what ways might these forms be harmful?

19. Turn to page 16. Examine the “Culture Skyskraper.”Where do your interests fall? Do you see your interests moving up at all as you get older?

20. Media Literary and Steps in the Critical Process (pg. 28) • With a partner: write a brief outline of an argument either defending or condemning social media (Facebook, twitter, etc.). • In other words, are social media more useful or more harmful.

21. Summary: • What is Mass Media? • HW: Bring in a print advertisement (from a newspaper, magazine, online) tomorrow. • Vocab Unit 5 Quiz on Friday!!!

22. Case Study • After completing this exercise we will read a case study on pg. 15. (Staging Stunts Takes TV to New Low)

23. Advertising Tuesday 2/4/14

24. Aim: How can we learn about the history of advertising? How are techniques and persuasive strategies used in advertising? Do Now: What is your earliest recollection of watching a TV commercial? Do you have a favorite ad? A most-despised ad? What is it about these ads that you particularly like or dislike? Homework: Bring in a print advertisement (from a newspaper, magazine, online) Thursday. Vocab Unit 6 quiz Tuesday!!!

25. What is Advertising? Advertising is paid communication in which the sponsor is identified and the message is controlled

26. Why does advertising exist? To solve a problem- more goods than needed ***If there were only brand of sneakers, you wouldn’t need to advertise them!

27. Newspapers Magazines Television Movies Radio Human Directors Billboards Shopping Carts Buses Internet Placement of a product (TV/Movie) Where do we see advertising?

28. Covert Advertising Did you know every time you say Band-Aid or Scotch Tape YOU are actually advertising for FREE??? OR when a singer says a product’s name that is free advertising too?

29. DID YOU KNOW…

30. 2014 • Fox sold out of commercial time for the 2014 Super Bowl months in advance at an average of $2 million per 30 seconds.

31. Brief History of Advertising and Commercial Culture • 1704 – first newspaper ad featuring land deals and ship cargoes appears in the Boston News-Letter • 1841- first advertising agency opens in Boston – it represented newspaper publishers, Volney Palmer • 1875 – first modern agency, the N.W. Ayer agency, working for advertisers and product companies rather than publishers opens in Philadelphia

32. Stages of Advertising • Information Stage: before the 19th century (price lists, signs, town criers) • Attention Stage: Use of devices to attract attention (borders/type) • Repetition Stage: at a time when it was ruled to be unfair to use LARGER type, the type was repeated (familiar and accepted)

33. Stages of Advertising • Association Stage: graphics and pictures (product associations) • Product- Benefit Stage: how will the customer benefit from the product? • Motivation Stage: People buy goods because of psychological needs (make them more powerful/beautiful etc.)

34. Stages of Advertising • Entertainment Stage: Commercials that sell things because they are entertaining (You like the commercial so you buy the product) • Behavioral Stage: Present the product image as satisfying a real consumer need (organics-health conscientious)

35. Brief History (continued) • 1906 – to monitor misleading patent-medicine claims in newspaper and magazine ads, the Federal Food and Drug Act is passed. • 1914 – The Federal Trade Commission is established by the federal government to help monitor advertising abuses.

36. Brief History (continued) • 1940’s – a voluntary group of agencies and advertisers organizes war-bond sales, blood-donor drives, and food rationing; the postwar extension of these voluntary efforts becomes known as the Ad Council. • 1971 – the tobacco industry agrees to a government rule that bans cigarette advertising from television.

37. Brief History (continued) • 1988 – R.J. Reynolds revives the Joe Camel cartoon character from an earlier print media campaign; the percentage of teens smoking Camels rises sharply. • 1989 – Channel One is introduced into thousands of schools offering “free” equipment in exchange for ten minutes of news programming and two minutes of commercials.

38. Brief History (continued) • 1996 – the Canadian liquor company and media conglomerate Seagram defies the 60-year old voluntary ban by the U.S. liquor industry on hard liquor ads in broadcasting. • 1998 – the tobacco industry agrees to a settlement with several states, and tobacco ads on billboards are banned. • Late 90s – Budweiser uses cartoonish animal characters to appeal to young viewers.

39. Brief History (continued) • 2002 – four international mega-agencies—Omnicom, Interpublic, WPP, and Publicis– control more than one-half of the world’s ad revenues • 2004 – one hour out of 3 of prime-time network television contains ads. An 8 percent increase since 2000.

40. Brief History (continued) • 2004 – spam e-mail ads account for more than 60 percent of all e-mail volume. • 2004 – the Super Bowl remains the most expensive program for purchasing TV ads-one thirty second spot costs more than $2 million.

41. Take a look at your ad… • What technique(s) is used? • Ethos, Pathos, Logos? • Is the ad effective? Why or why not? • ***If you are unprepared for class today, make a friend and use his or her ad***

42. ETHOS, PATHOS, LOGOS Three Methods of Persuasion

43. Advertising Techniques • ETHOS- Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author. • PATHOS-Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. • LOGOS-Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven.

44. ETHOS = Appeal to Character • Ethos appeals to an audience by creating an atmosphere of trust. • Ethos highlights the character of its source. We look less to the message than to the person who’s delivering it. • Ethos is all about CREDIBILITY: • The source strikes us as authoritative. • The source strikes us as worthy of respect. • The source strikes us as likeable. • The source strikes us as honest.

45. Examples of Ethos in advertising: • A doctor endorsing a diet plan. • A sports figure endorsing athletic shoes. • A celebrity endorsing just about anything. • An “everyman” figure endorsing a product who strikes us as honest and likeable and a lot like us.

46. Buy this book because Oprah says to! (She’s honest and level-headed and knows a good read when she sees one—plus she’s rich and famous!) ETHOS

47. PATHOS = Appeal to Emotion • Pathos appeals to an audience through emotionally charged language and images. • Pathos appeals to both positive emotions like love and sympathy and to negative emotions like anger and insecurity. • Pathos is all about gut reactions that we don’t analyze. It has the greatest potential to spur the audience to act.

48. Examples of Pathos in Advertising • Ads that feature adorable kids. • Ads that feature shocking or violent images. • Ads that show embarrassing situations that prey on insecurities. • Ads that feature sexy actors that arouse sexual desire.

49. If you don’t buy me Pampers, you’re making me cry! PATHOS Look how happy I am now!

50. LOGOS = Appeal to Reason • Logos appeals to the audience through logical argument. • Logos provides reasons and points to cause and effect. • Logos is the main method of persuasion in academic writing and speaking.