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MEDIA LITERACY

MEDIA LITERACY. Media Literacy is the ability to critically analyze and understand the messages that inform, entertain, and sell products or ideas to consumers everyday. . ADVERTISING TECHNIQUES. AVANTE GARDE

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MEDIA LITERACY

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  1. MEDIA LITERACY Media Literacy is the ability to critically analyze and understand the messages that inform, entertain, and sell products or ideas to consumers everyday.

  2. ADVERTISING TECHNIQUES • AVANTE GARDE • This technique suggests that using a particular product puts the user ahead of everyone else, e.g., a toy manufacturer encourages kids to be the first on their block to have a new toy.

  3. ADVERTISING TECHNIQUES • FACTS & FIGURES • Statistics and objective factual information is used to “prove” the superiority of the product, e.g., a car manufacturer quotes the amount of time it takes their car to go from 0 to 100 km/h

  4. ADVERTISING TECHNIQUES • WEASEL WORDS • “Weasel words” are used to suggest a positive meaning without actually really making any guarantee, e.g., scientist might say that a diet product might help you to lose weight the way it helped him lose weight.

  5. ADVERTISING TECHNIQUES • MAGIC INGREDIENTS • This technique suggests that some almost “miraculous” discovery makes the product exceptionally effective, e.g., a pharmaceutical manufacturer may describe a special coating that makes their pain medication less irritating than a competitor’s product.

  6. ADVERTISING TECHNIQUES • PATRIOTISM (EMOTIONAL APPEAL) • The suggestion that purchasing this product shows your love of country, e.g., a company brags about its product being made in Canada and employing Canadian workers.

  7. ADVERTISING TECHNIQUES • REPETITION • Often a catchy jingle (short rhyme or song) helps the consumer become familiar and remember a product or service.

  8. ADVERTISING TECHNIQUES • TESTIMONIAL • A famous personality/celebrity is used to endorse a product, e.g., famous basketball player (Michael Jordan) recommends “Air Jordan” basketball shoes.

  9. ADVERTISING TECHNIQUES • WIT & HUMOUR • Customers are attracted to a product or service through the use of humour, or clever entertainment

  10. ADVERTISING TECHNIQUES • DIVERSION • Diversion seems to tackle a problem or issue, but then throws in an emotional distraction, e.g., a tobacco company talks about health and smoking, but then shows a cowboy smoking a cigarette after a long day of hard work.

  11. ADVERTISING TECHNIQUES • TRANSFER • Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user, e.g., a clothing company wanting people to wear their clothes to stay cool during the summer, shows people wearing their fashions at the beach, enjoying a cool breeze.

  12. ADVERTISING TECHNIQUES • SNOB APPEAL • The suggestion that the use of a product makes the customer part of an elite group with a luxurious and glamorous lifestyle, e.g., a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand of coffee at an art gallery.

  13. ADVERTISING TECHNIQUES • GLITTERING GENERALITIES • This technique uses appealing words and images to sell a product. The message this commercial gives, though indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life, e.g., “This cosmetic will make you look younger,” or “This car will give you status!”

  14. ADVERTISING TECHNIQUES • CARD-STACKING • The propaganda technique of Card-Stacking is very popular. Card-Stacking means stacking reasons in favour of a product; advertisers stress its positive qualities and ignore the negative, e.g., If a snack food is loaded with sugar and calories, the commercial may only boast that the product is low in fat.

  15. ADVERTISING TECHNIQUES • BRIBERY • This technique convinces consumers they’ll get something extra, e.g., “Buy a burger and get a free order of large fries!”

  16. ADVERTISING TECHNIQUES • SIMPLE SOLUTIONS • Avoid complexities by attaching problems to one solution, e.g., “Buy this chewing gum and you’ll be cool, attractive, popular, and happy!”

  17. ADVERTISING TECHNIQUES • LOGO • A symbol, sign, letter(s), used to identify a product or service, e.g.,

  18. ADVERTISING TECHNIQUES • BANDWAGON • This type of advertising tries to convince the potential customer (consumer) that to be a “winner,” it’s best to follow the crowd. This technique suggests that only a “loser” would choose to ignore the crowd and “do their own thing,” e.g., wear no name clothes, or shoes.

  19. PROPAGANDA • Messages, information, ideas, or opinions (especially biased or misleading ones) spread to influence/persuade people to think and act in a certain way, e.g., “Dasani bottled water is the best bottled water available in Canada!”

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