Ms. H. Cooper - Gander Collegiate ENGLISH 3201
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1 ENGLISH 3201
2 Media strategies are used when organizations and companies are trying to sell an idea, product, or service. MEDIA STRATEGIES are often used in the following forms: advertisement* collage editorial cartoon poster* webpage
3 #1. Bandwagon the perception that you should buy something because everyone else is (it s the preferred product) Everyone drinks Coke = makes the audience think they should too (it must be the best) #2. Celebrity Endorsement celebrities appear in ads to show that they like a product so you ll buy it (they have an influence) Ellen Ms. drinks H. Cooper Vitamin - Gander Water Collegiate Zero LeBron James drinks Powerade
4 #3. Emotional Appeal ads appeal to human emotion to sell a product (most often guilt, sadness, empathy, fear) Empathy is created for the helpless child = makes the audience want to fight abuse #4. Facts and Figures percentages are provided to provide evidence of why a product is superior Millions of people use Facebook daily = superior social media platform
5 #5. Gender/Sex Appeal sexuality is used to catch viewer s attention, make a product more desirable and/or make promises of how a product can improve one s appearance/relationships The amount of skin showing and position of the man and women draw our eye to the ad #6. Name Calling other brands of similar products are used as competition to sell a product that is considered superior Burger King is mocking the size of McDonald s Big Mac to sell more of their Whoppers
6 #7. Plain Folks ordinary people are cast as characters to sell a product so that viewers will identify with them An ordinary little girl is eating a sandwich to sell Hellmann s Mayonnaise #8. Shock Appeal the viewer s interest is gained through the use of unexpected and shocking images/phrases An image of a bleeding child is used to show the dangers of driving too fast in the rain
7 #9. Snob Appeal selling the idea that buying a product will make you stand out from the crowd (be unique, appear wealthy, etc.) Those who wear Tiffany jewelry appear luxurious, sexy, rich, etc. #10. Testimonials people (often Celebrities) describe their positive experiences with a product to entice the viewer to buy it as well A real life customer of Insightly talks about how the company helped him Ms. H. Cooper with - Gander his Collegiate small business
8 #11. Cute/Cartoon Characters these characters appeal to the younger generation, making them want to purchase products based purely on character is represented A cute cartoon bunny is used to humorously advertise for new cute employees A cute puppy is used to advertise new mini burgers at Burger King
9 ELEMENTS OF MEDIA LITERACY The physical format of media can be described using the following terms: CAPTION - a sentence (or more) written near a photo that explains what is being shown Caption: No one grows Ketchup like Heinz ENDORSEMENT (aka LOGO)- a physical graphic that represents a company; also refers to a written or spoken statement praising or supporting a product.
10 ELEMENTS OF MEDIA LITERACY FORM/MEDIUM refers to the type of media text (i.e. ad, poster, webpage, etc.) HEADING/HEADLINE - title or caption at the top of a text; usually very attention-grabbing The headline says When you smoke, they smoke. SUBHEADING - an extra headline or title that comes immediately after the main headline or title. The subheading says Another person becomes a victim of human trafficking. Learn More.
11 ELEMENTS OF MEDIA LITERACY Media can be analyzed by looking at the following element contained within them: AGENDA/INTENT/MOTIVE/PURPOSE - the reason why a text is created (the goal to be achieved) BIAS - a personal judgment that expresses fondness or prejudice for or against one person or group; usually one-sided DEMOGRAPHIC/TARGET AUDIENCE - the group of people to whom a message is directed (i.e. by age, gender, occupation, etc.)
12 ELEMENTS OF MEDIA LITERACY MESSAGE - thoughts, ideas, or information that are delivered to the audience via media PROPAGANDA distortions of the truth or outright lies used in media to influence popular opinion and beliefs. SUBTEXT (aka SUBLIMINAL MESSAGE) messages conveyed in media that are not explicitly stated out right; examples include messages played at very low volume, flashed on a screen for less than a second, or implied through visuals/text.
Ms. H. Cooper - Gander Collegiate ENGLISH 2201
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