Lesson 4 Deconstruct An Ad

Lesson 4 Slides: Deconstructing an Advertisement The Media Straight Up! Critical Thinking Skills for Pennsylvania’s Youth

Captain Morgan Rum Owned by Diageo (Dee-AH-Gee-O), a company that makes alcoholic beverages in more than 200 countries around the world.

The company launched a “social responsibility” advertising campaign after people complained that the Captain character was designed to appeal to young people.

Captain Morgan Rum The company spent $14.5 million to advertise Captain Morgan rum in 2005 on television, magazines, radio, newspaper, and the Internet.

Analyze an Alcohol Ad 1. Color & Design How is color used to attract your attention? What kinds of technologies were used to construct this message?

2. Language “ The Captain was here. Don’t drink until you’re 21. Captain’s orders.” What comes to mind when you see these words and phrases? What feelings do you experience when looking at the picture?

3. Relationships What inferences (educated guesses) can you make about the people pictured in this ad? What kind of relationship do you think they have?

4. Subtext The ad suggests a meaning. It doesn’t state the meaning directly. What are some possible messages that the advertiser wants you to think or feel after viewing this ad?

4. Subtext I can’t wait to be 21 so I can drink alcohol.

4. Subtext I can’t wait to be 21 so I can drink alcohol. A girl who drinks alcohol will dress and act in a sexual way.

4. Subtext I can’t wait to be 21 so I can drink alcohol. A girl who drinks alcohol will dress and act in a sexual way. Girls who drink alcohol are attractive and fun to be with.

4. Subtext I can’t wait to be 21 so I can drink alcohol. A girl who drinks alcohol will dress and act in a sexual way. Girls who drink alcohol are attractive and fun to be with. What is accurate or inaccurate about these subtext messages? What is true and false about these subtext messages?

Captain Morgan Deconstructed 1. Color & Design Red is a big contrast with the dark colors of the outdoor, nighttime setting. The drawn cartoon character and cartoon-like boots contrast with the realistic photograph. 2. Language The slogan is used on many Captain Morgan ads– it’s familiar to people. The phrase, “Don’t drink until you’re 21” makes drinking seem like an adult activity. But the girl depicted in the photo looks like a teen. 3. Relationships The Captain looks interested in the girl. She’s the center of attention.