Advertising & Media Literacy


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Advertising & Media Literacy

  1. 1. Media Literacy & Advertising Objective: Students will gain an understanding of the 5 Principles of Media and their guiding questions. Students will learn about rhetorical strategies used in advertising and practice analyzing an advert.
  2. 2. What does it mean to be Media Literate? <ul><li>Being media literate means that you control the interpretation of the media instead of it controlling you. </li></ul><ul><li>Media literacy is not about memorizing facts—rather it is learning a skill, a process, of developing a way of critical thinking that allows you to see clearly. </li></ul>Media Literacy
  3. 3. 5 Principles of Media <ul><li>All media messages are constructed. </li></ul><ul><li>(Authorship) </li></ul><ul><li>Who created this message? </li></ul>Media Literacy
  4. 4. 5 Principals of Media <ul><li>2. Media messages are constructed using a creative language with its own rules. (Format) </li></ul><ul><li>What techniques are being used to attract </li></ul><ul><li>my attention? </li></ul>Media Literacy
  5. 5. 5 Principles of Media <ul><li>3. Different people experience the same media message differently. (Audience) </li></ul><ul><li>How might different people understand this </li></ul><ul><li>message differently from me? </li></ul>Media Literacy
  6. 6. 5 Principles of Media <ul><li>4. Media have embedded values and points of view. (Content) </li></ul><ul><li>What lifestyles, values and points of view are </li></ul><ul><li>represented in, or omitted from, the </li></ul><ul><li>message—including any stereotypes that </li></ul><ul><li>may be present. </li></ul>Media Literacy
  7. 7. 5 Principles of Media <ul><li>5. Media are primarily businesses driven by a profit motive. (Purpose) </li></ul><ul><li>Why is this message being sent? </li></ul>Media Literacy
  8. 8. What media have you been exposed to today? <ul><li>In groups, discuss and make a list of all the media you have been in contact today. </li></ul><ul><li>Think back over the weekend. Can you add anymore types of media to your list? </li></ul><ul><li>How does media affect different generations? </li></ul><ul><li>How does media affect they way you learn? </li></ul>
  9. 9. Journal Question <ul><li>How are you affected or persuaded by advertisements and commercials? </li></ul>
  10. 11. Pathos Ethos Logos Most advertisers use a combination of at least two to persuade a consumer. Rhetorical Strategies
  11. 12. Pathos <ul><li>An emotional appeal </li></ul><ul><li>Advertisements using this technique will attempt to provoke an emotional response in the consumer – usually positive </li></ul>Adapted from ReadWriteThink Rhetorical Strategies
  12. 13. Pathos <ul><li>Adventure </li></ul><ul><li>Sex Appeal </li></ul><ul><li>Pull at the heart strings </li></ul>
  13. 14. Sense of adventure <ul><li>How do these adverts appeal to your sense of adventure? </li></ul>
  14. 15. Sex Appeal <ul><li>How does this advert appeal to the emotions of a consumer? </li></ul>
  15. 16. Pull at your heart strings
  16. 17. Ethos <ul><li>Ethics or ethical </li></ul><ul><li>Modern translation = image </li></ul><ul><li>Establishing credibility or character of the product </li></ul><ul><li>Aristotle states that if we believe a speaker or product has “good sense, good moral character, and goodwill” we are more inclined to believe what the speaker has to say. </li></ul>Adapted from Dr. John R. Edlund, Writing Center Director, Cal Poly Pomona
  17. 18. Ethos <ul><li>Brand association </li></ul><ul><li>Expert testimonials </li></ul><ul><li>Celebrity endorsement </li></ul>
  18. 19. Brand association
  19. 20. Expert Testimonials
  20. 21. Celebrity Endorsement
  21. 22. Logos <ul><li>An appeal to logic or reason </li></ul><ul><li>The logos of an advert is usually straightforward – it tells you what the product does, how it works, and what it’s used for. </li></ul>
  22. 23. “ The Dyson Ball vacuum is engineered to turn on a dime. But housing technology inside a ball also made it possible for Dyson engineers to miniaturize the machine without compromising the cleaning performance. So now you can have a small Dyson vacuum that has the cleaning performance of a big one. And the Dyson Ball vacuum comes with a 5 year warranty.”
  23. 24. Now it’s your turn <ul><li>In your groups, study the advert and : </li></ul><ul><ul><li>Answer the 5 questions of media literacy </li></ul></ul><ul><ul><li>Identify which rhetorical strategies are being employed </li></ul></ul>