Ms. H. Cooper - Gander Collegiate ENGLISH 2201

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Stuart Hall
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1 ENGLISH 2201

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

#1. Bandwagon the perception that you should buy

product) All dentists use Oral B, so it must be good #2.

that they like a product so you ll buy it (they have an

3 #1. Bandwagon the perception that you should buy something because everyone else is (it s the preferred product) All dentists use Oral B, so it must be good #2. Celebrity Endorsement celebrities appear in ads to show that they like a product so you ll buy it (they have an influence) Beyonce drinks Pepsi Ashton Kutcher uses a Nikon

Facts and Figures percentages and statements of fact are provided to prove why a product is superior 25%

4 #3. Emotional Appeal ads appeal to human emotion to sell a product (most often guilt, sadness, empathy, fear) The hungry child makes the audience feel empathy and want to donate to the food bank #4. Facts and Figures percentages and statements of fact are provided to prove why a product is superior 25% daily value of antioxidants and nutrients gives assurance that this is a Ms. H. Cooper - Gander healthy Collegiate cereal

clothing draws our eye to the ad so we remember the product #6.

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 provocative position of the couple and the lack of clothing draws our eye to the ad so we remember the product #6. Name Calling other brands of similar products are used as competition to sell a product that is considered superior The Pepsi can has been destroyed by the Coke can = Coke is superior

Shock Appeal the viewer s interest is gained through the use of unexpected and shocking images/phrases An image of a

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 drinking Capri Sun to make the ad relatable to kids or parents #8. Shock Appeal the viewer s interest is gained through the use of unexpected and shocking images/phrases An image of a baby breast feeding and the breast painted as a burger shocks the audience and gains their attention, educating about healthy eating during pregnancy

Testimonials people (often Celebrities) describe their positive experiences with a product to entice the viewer to

7 #9. Snob Appeal selling the idea that buying a product will make you stand out from the crowd (be unique, appear wealthy, etc.) #10. Testimonials people (often Celebrities) describe their positive experiences with a product to entice the viewer to buy it as well The girl pictured says her mark improved thanks to tutor.com = gives the audience faith in the product The use of gold and elegant dress makes Godiva Chocolates appear as a high end/luxurious product

Grimace are pictured to attract the attention of kids and make them want to buy Happy

8 #11. Cute/Cartoon Characters these characters appeal to the younger generation, making them want to purchase products based purely on character is represented The Hamburglar and Grimace are pictured to attract the attention of kids and make them want to buy Happy Meals The sad-faced puppy gets the attention of pet owners/lovers so they ll remember the product

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 3201

Ms. H. Cooper - Gander Collegiate ENGLISH 3201 ENGLISH 3201 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