This module in the N5 Communication group called Media Communication and Advertising is for FET students studying Communication at FET Colleges in South Africa. Management Assistant as well as Marketing and Business Studies students may find this helpful.

1. Question 3 in Paper 2 and Chapter 3 in textbook
Combination of short and long questions (20 marks)
MEDIA COMMUNICATION AND
ADVERTISING

2. 3.1 : See page 37
THE MAIN MASS MEDIA
2

3. 3.1 THE MAIN MASS MEDIA (P.37)
Printed media (newspapers, magazines)
 Audio media (radio)
 Audio-visual (television and cinema)
 Electronic media (computers, IT services)
 Public library (collection of facilities)
 Outdoor media (posters, leaflets, big screen
video facilities at sport meetings, outdoor
concerts)

3

4. 4

5. 3.2.1 NEWSPAPERS (P.37)

ADVANTAGES





Written record
Carries more weight
than spoken word
Message have a more
permanent impact on
audience
Important
for advertising

DISADVANTAGES

Local character
(particular geographical
community)


But: within this area you
can cater for specific
audiences in that area!
Sale of newspapers
have gone down – why?
People are lazy to read
 Influence of electronic
media

5

6. 3.2.2 MAGAZINES (P.38)

ADVANTAGES






They fill the gap
between newspapers
and books
Inexpensive
Accessible
Easy to browse through
Less time-consuming to
read as books
Content specialised
according to interests of
readers

DISADVANTAGES



Heavily dependent on
advertising for survival
Lost battle against
television
Specialised magazines
still stay popular e.g. You
6

7. 3.2.3 CINEMA (P.38)

ADVANTAGE

Audiovisual impact of
sound and colour

DISADVANTAGE




Television had a
negative impact on
cinema audiences
Producers sell films to
TV companies
Audiences are now more
younger, sophisticated,
more intellectual
When last were you in a
cinema?
7

8. 3.2.5 TELEVISION (P.39)

ADVANTAGES





Dramatic and intimate
Instantaneous image of
events in world
World’s major source of
news and information
Relatively cheap entertainment and relaxation
Great value to
handicapped, the ill, the
elderly

DISADVANTAGES





Violent events or films
Effect of these violence
on children?
Poor quality programmes
Create undiscerning
viewers – mediocre
audience
Lack of culturally uplifting
and educational
programmes
8

9. 9

10. 3.2.6 ELECTRONIC MEDIA (P.39)

ADVANTAGES


Instant transmission of
international and local
messages
All information of
printed media available
on single CD Rom
(National Geographic)
etc.

DISADVANTAGES



The National Geographic Society has
recently released a CD-ROM collection, THE
COMPLETE NATIONAL GEOGRAPHIC,
which contains 108 years (1888 through
1996) of the magazine on 30 compact disks.
Breakdown in transmission can affect users
Lead to breakdown in
business
Confidentiality breach
10

11. 11

12. 3.2.7 PUBLIC LIBRARY (P.39)

ADVANTAGES


All of the advantages as
listed above
Is conducive to study,
education, relaxation

DISADVANTAGES




Inadequate funds
Seldom equipped to
meet needs of all users
Centre of town, far from
people in suburbs or far
away. Transport?
Electronic books?
Media? Are they
changing the way we
use libraries?
12

13. 3.2.8 OUTDOOR MEDIA (P.40)

ADVANTAGES



Cost-effectiveness
Ability to reach vast
audiences
Geographically
adaptable

B-class
DISADVANTAGES


Negative aesthetical
effect on environment
Message has to be given
in short period of time
13

14. 3.3 COMMUNICATION PROCESS (P.40)

Mass communication occurs when a
sender employs a particular medium or
channel to transmit a specific message
simultaneously to a vast number of
receivers who are
physically remote, each of whom receives
the message individually and whose
feedback is indirect and delayed.
14

15. 3.3 PROCESS – EXPLANATIONS (P.41)
Sender: “mouthpiece” of large organised group
like a political reporter of a newspaper
 Receiver: “individual”. People receive the
message individually
 Channel or medium: Like newspaper, tv, radio
 Message: deliberate, mass-orientated. Media
act as gatekeepers to water down original
message
 Feedback: delayed, indirect. A letter, telephone
call

15

16. 3.4 FUNCTIONS OF THE MASS MEDIA (P.41)
To inform
 To interpret
 To educate
 To entertain
 To advertise
 To render
a service
 To be a carrier of culture
 To be a moral watchdog of society

16

17. 3.5 LANGUAGE USED BY MASS MEDIA (P.42)
The language used depends on …
 Target audience
 Children,
housewives, businesspeople, groups in
different regions

Purpose of a specific report
 Transmit
data
 Persuading to buy something
17

18. ELEMENTS OF STYLE (LANGUAGE) P.43

Clichés, generalisations, pseudo-scientific
statements.
 “According
to informed sources”, “Experts
agree”, “Reliable information” (journalese)

Irony
 Rhetoric
 Who
 Clever
questions
says South Africans are a peace loving nation?
word-play
 “Champions
for a day”
18

19. ELEMENTS OF STYLE (LANGUAGE) P.43

Puns: More than one meaning – words with
different meanings
19

20. ELEMENTS OF STYLE (LANGUAGE) P.43

Sarcasm
 Tool
of propaganda. Deliberate and unconcealed
ridiculing and even insulting of news reporter’s
target

Alliteration
 Words
which start with
similar sounds used close
to each other creating
a rhythm for maximum
effect
20

21. 3.6 MANIPULATIVE REPORTING (P.44)
Occurs when a newspaper, radio or tv report
is subtly twisted or slanted by means of
subjective expressions or expressive
photographs in order to create or reinforce
either a positive or a negative emotion or
attitude in the receivers of the message.
 Media should be

 Objective
and impartial
 But interpretation (moral watchdog and carrier of
culture) can change the way they see the info
21

22. 22

23. This much is clear: Trayvon Martin was shot and killed by
George Zimmerman in Sanford, Florida, on the rainy
evening of February 26, 2012.
Trayvon Martin was a 17-year-old African American
teenager. Zimmerman, 28 years old, is a man of multiethnic heritage who was patrolling his gated community
in Florida.
Martin had been walking back from a 7-Eleven where he
had bought a bag of Skittles and an iced tea and was
unarmed when he was shot by Zimmerman's semiautomatic. He can be heard begging for his life on the
police dispatch recording of the incident.
Martin's only crime was, as Zimmerman described to
police dispatch, "This guy looks like he is up to no good.
He is on drugs or something." Martin was wearing a
hoodie at the time of his death, with the hood pulled up
to keep out the rain.
Zimmerman's trial began on June 10, 2013, in Sanford,
Florida. He had requested a "Stand Your Ground"
hearing, but in March 2013, his defense elected to
bypass the hearing so that his case would be tried before
a jury.
On Saturday, July 13, 2013, the jury found Zimmerman
not guilty of second-degree murder and of manslaughter.
The six women in the jury delivered their verdict after
more than sixteen hours of deliberations.
"Only in America can a dead black boy go on trial for his
own murder," said Syreeta McFadden, in reaction to the
verdict.
23

24. 3.6.1 TECHNIQUES OF MANIPULATIVE REPORTING
(P.45)
Selective reporting (mentioning only some
facts and omitting the rest)
 “Loading” reports emotionally
 Reporting out of context
 Taking photographs for publication from
certain angles

24

25. 3.7 PROPAGANDA (P.48)
The extreme form of manipulative reporting.
Originally had a favourable connotation.
During WW1, the word propaganda gained
its traditional meaning:
 Deliberate attempt on the part of an
individual or group to manipulate, often by
concealed or underhand means, the minds of
others for their own ulterior ends.

25

26. 3.7.1 ELEMENTS OF PROPAGANDA (P.49)

ETHOS

Credibility of the sender

LOGOS

Logical content of the
message

PATHOS

Emotions or feelings of
the receiver of the
message
26

27. 27

28. 3.7.2 TECHNIQUES
EMPLOYED BY PROPAGANDISTS (P.49)

Stereotyping and name-calling
 Stereotyped
in terms of groups of which they are
members.

Substitution of names
 People
or ideas get a derogatory or more
favourable connotation. “Boers”, “Freedom
Fighters)

Selection of facts
 Card-stacking
28

29. 29

30. 3.7.2 TECHNIQUES EMPLOYED BY
PROPAGANDISTS (P.50)

Generalisation
 “All

of us”, Climbing on the bandwagon
Appeal to authority or use of testimonials
 Well-known

person’s testimony is used
Pinpointing the enemy
 Scapegoat
is identified
Repetition
 Assertion (selection)
 Lying

30

31. 3.8 ADVERTISING (P.52)

Any paid form of nonpersonal presentation
and promotion of ideas, goods or services by
an identified sponsor.

PURPOSE OF ADVERTISING
 To
inform
 To remind
 To persuade
31

32. 3.9 REQUIREMENTS FOR PERSUASIVE
ADVERTISING (P.52-59)
1.
2.
3.
4.
5.
6.
B-Class
The AIDA formula
Knowledge of your target audience
Knowledge of the product
Clear understanding of purpose the
company has in mind with advertisement
Feedback from the consumer
Understanding potential consumer’s
psychological needs (Maslow)
32

33. 3.9.1 AIDA FORMULA (P.53)

Attention
 Punchlines,

Interest
 Supplying

hard facts, qualities emphasised
Desire
 Identify

jingles, to take notice of …
psychological needs and “fulfil” them
Action
 Get
to buy now, sale only till Saturday etc.
33

34. 3.9.2 TARGET AUDIENCE (P.55)
Should understand the market segment where
they want to sell products or service.
Market research helps by getting:
 Demographic information
 Psychographic information
Helps to reveal perception of
specific target audience.
34

35. 3.9.2 KNOW THE TARGET AUDIENCE (P.55)

Cultures and subcultures (enculturation)
 Nationality
subcultures
 Religious subcultures
 Geographical subcultures
 Ethnic subcultures
Social class
 Social mobility,
conformity/non-conformity and reference
groups

35

36. 3.9.3 KNOWLEDGE OF THE PRODUCT (P.57)
What quality the product or service
possesses
 In what respect is the product or service
better than the competitors
 In what phase of life cycle is the product?

36

37. 3.9.4 CLEAR UNDERSTANDING OF PURPOSE
COMPANY HAS WITH ADVERTISEMENT (P.58)
What market segment?
 What information regarding product has to be
conveyed?
 What reaction is required by market
segment?

37

38. 3.9.5 FEEDBACK FROM THE CUSTOMER (P.58)
Questionnaires
 “Before” and “after” tests
 Observe changes in consumers’
behaviour
 Study of voluntary comments
 Study of and campaign against cognitive
dissonance (blocking out of competitive
advertisements by seeking out
advertisements of purchased brand)

38

39. 3.9.6 UNDERSTAND MASLOW (P.59)

Motivational theory.First 4 are physical needs
39

40. 40

41. 41

42. 42

43. 43

44. 44

45. 45

46. 46

47. 47

48. 48

49. 49

50. 50

51. 51