COMM 101 chapter #12 (advertising-project-greatest movie) LUTHER

1. • COMM 101
Understanding Mass Media:
*The Greatest Movie Ever Sold
*Reflective Project:
Mass Media Advertising
*Subliminal Advertising

2. •Some media theorists/critics
would argue Advertising is
basically nothing BUT media
hoaxes - here are some tricks
advertisers use to make things look
as appetizing and attractive as
possible…
MEDIA HOAXING IN ADVERTISING

3. • The word subliminal means "below the threshold,"
and refers to items that are presented too fast
and/or too hidden to be noticed consciously
• 10 ADVERTISING EXAMPLES
• The first “study” by James Vickery in 1957 to prove
that Subliminal Advertising “worked” was revealed
to be a fabricated hoax as he did no experiment and
had no real data/results.
• Nevertheless, the perception that subliminal
messaging works persists (just google “Subliminal
Messages” to see what I mean)…enjoy that rabbit
hole!
SUBLIMINIAL ADVERTISING

4. • The latest research seems to tell us this:
•Subliminal Advertising CAN have some
effects on your choices, though it will
NOT turn you into a robot. First,
subliminal ads only have an effect if you
are already motivated to pursue said
goal. So, the subliminal ad will not
make you do something you don’t
already want to do.
SUBLIMINIAL ADVERTISING

5. • The latest research seems to tell us this:
•Secondly, subliminal ads have their
strongest effect when they make it
easier for you to think about something
that is not normally your habit. That is,
the subliminal ads tend to favor the
underdog/less obvious personal choice.
SUBLIMINIAL ADVERTISING

6. •Consider what advertising
PROVIDES FOR US, how it
INFLUENCES US, and what it
TELLS US about ourselves:
WHAT ADVERTISING SAYS ABOUT
CULTURE AND SOCIETY

7. •Consider what advertising
PROVIDES FOR US, how it
INFLUENCES US and what it
TELLS US about ourselves:
WHAT ADVERTISING SAYS ABOUT
CULTURE AND SOCIETY

8. • MASS MEDIA ADVERTISING SURVEY
• Please keep close track of and count to the best
of your ability how many advertisements you
encounter in ONE day/24-hour period via the 7
major MASS MEDIA CHANNELS:
• Print
Recordings
Cinema/Film
Radio
TV
Internet/Video Games
Mobile
REFLECTIVE PROJECT

9. • Then you are to report on these four areas in this format (divided into
four separate sections):
• (A) HOW MANY ADS OF ALL TYPES/MEDIA DID YOU SEE AND IN WHAT
MEDIA DID YOU SEE THEM?
• (B) WHICH SPECIFIC AD WAS THE "BEST/SMARTEST/MOST
EFFECTIVE"? WHICH SPECIFIC AD WAS THE "WORST/STUPIDEST/LEAST
EFFECTIVE"?
• (C) DID ANY ADS SEEM PARTICULARLY DESIGNED TO MAKE YOU FEEL
BAD/WORSE ABOUT YOURSELF IN SOME WAY? IF SO, WHICH ONES
AND IN WHAT WAY?
• (D) YOUR PERSONAL REFLECTIONS ON MASS MEDIA ADVERTISING
AND ITS ROLE IS SOCIETY AND CULTURE
REFLECTIVE PROJECT

10. MEDIA PRESENTATION
POM Wonderful Presents: The
Greatest Movie Ever Sold is a
2011 documentary film about
product placement, marketing,
and advertising directed by
Morgan Spurlock. The premise
behind the production is that
the documentary itself would be
entirely paid for by sponsors,
thus being a form of meta-film.
The film's slogan is "He's not
selling out, he's buying in."

11. MEDIA PRESENTATION
MAIN TOPIC: The HYPER-
COMMERCIALIZATION OF
MEDIA:
= The excessive use of capitalism
in media to obtain success and
profit with an extreme emphasis
on commerce; The media are
becoming increasingly
subservient to the advertisers'
desires to alter the awareness,
attitudes, and behaviors of
consumers in the media
marketplace.

12. MEDIA PRESENTATION
*DOCUMENTARY
TYPE:
*PARTICIPATORY
DOCUMENTARY

13. MEDIA PRESENTATION
NARRATION TYPE:
NARRATION:
HOSTED NARRATOR

14. 1.) How did this movie impact the way you think
about the role of advertising in mass media
production?
2.) Do you think some areas in culture/society
should be off-limits to advertising? If so, which
ones and why?
DISCUSSION QUESTIONS

15. •THE GROWING USE OF NEUROMARKETING
–Studying brain activity such as dopamine
release to craft the “perfect” ad by
manipulating consumers
•THE COMMERCIAL INSTINCT doesn’t know
boundaries and it doesn’t know limits – it
will continue to spread unless people stop
it – it will never stop itself
THINKING POINTS

16. •FAME/VISIBILITY = CREDIBILITY
the more visible you and your brand are,
the more credible you will be in the eyes
of the consumer…is there any logical
reason this equation has to be true?
Does VISIBILITY automatically =
CREDIBILITY?
•Credibility = the quality of being trusted
and believed in.
THINKING POINTS