=Core Concepts and Ad StratsPresentation Transcript
•Are reality shows 100% real?
• What makes HappyYipee Yehey different from Eat Bulaga?
• Each medium has a unique aesthetic form-its own codes andinterpretations-Different media will report thesame event, but create differentimpressions and messages.
personal needs the pleasures or troublesgenderfamily and cultural background
• How does mediacontribute in forming one’s character?
–proclaim values and ways of life.–Explicitly or implicitly convey ideological messages about such issues and values.
•Cartoons and video games can affect how children behave. •Television can greatly influence the election of anational leader onthe basis of image.
A relatively smallnumber of individualscontrol what wewatch, read and hearin the media.
Constructed Has its own rules and creative language. Different people experience the same message differently. Contains values and view points Made to gain power and profit.
MEDIALITERACYdeconstructing these constructionsAnalyzeStudy
Advertising is any formof communicationintended to promote thesale of a product orservice to influence publicopinion, to gain politicalsupport or to advance aparticular cause.
Paid form of public persuasion - To buy, support and believe
What encouragesyou to patronize a product?
USPUnique Selling Point The Unique SellingPoint or USP is theunique quality orfeature of the productwhich the campaignfocuses on.
Ivory’s unique quality was a result of an accident Harley Procter came up with the name “Ivory" whilelistening to a bible reading at church one morning in 1879Today, the “pure” quality remains an effective strategy
BRAND AWARENESS• aims to create BRAND RECALL- determines the success of the advertising campaign
Public Service Advertisements• advertisements sponsored by private and government agencies which promote value messages PURPOSE?
1. Sex Appeal• Sex is used as a “hook” to catch attention
3. Status Or Snobberylatest models , the most hi-tech qualities, the best performance and will make them appear as necessary .
3. Status Or Snobbery• The packaging of the product or the ambiance of its venue suggest a superior status.• Other fast food chains offer brewed coffee but Starbucks could make it appear that their coffee is of a better quality.
4. ConformitySlogans like “AreYou One of Us?”are veryeffective to preyon your needto belong.
5. Economy• A special offer….Prices have been slashed…. Big savings… Special Promos• These prey on your desire to save money
5. Economy • “Free Stuff” may be attached with these products making you think you’re saving
Is it really free?
6. Excitement, Fun, Novelty &Adventure•A stunt, a new wonder,extravagant productionnumbers.
7. Sensual Gratification• The promise of soothing, comfort and pampering• All these offer you bodily pleasures
The ambience contribute to a relaxing and soothing environmentSENSUAL GRATIFICATION
7. Sensual Gratification• Food is made up to look sumptuous• Great Taste may be suggested in the visual presentation of the product or the reaction of the models in the ad campaign
8. Authority & CelebrityCharacters in labcoatsimmediately addauthority andvisual credibility
Nike features prominent celebrities fromthe sports industry
8. Authority & CelebrityCELEBRITY ENDORSEMENTSEmma Watson, Rihanna, Madonna
Can ads have more than one strategy?
Common Issues in Media1. Violence2. Sex and Pornography3. Stereotypes: Male/Female4. Alternative Lifestyles5. Truthfulness
Group Research• Form six groups. Assign a leader and an assistant. Each group will be asked to pick one general media issue through drawlots.• Come up with a group research on the picked media issue. The research includes a powerpoint presentation (maximum of 7 slides)
Group ResearchThe content of the report should be the following: Assign a task to each member. 1.Title( Specific Media Issue) 2.Scope( What general media issue?) 3. Background and History 4. Target Market/Audience 5. Pros and Cons 6.Suggested Solutions 7.Images/Videos
Group ResearchWrite on a size 4: Members, Leader,Assistant and assigned task to each. Target Media Issue
CRITERIA FOR GRADING: –Content…………….50 –Clarity………………30 –Organization……..20 –Total……………….100