adstratsnotes
TRANSCRIPT
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The Core Concepts of Media
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1.All media messages are constructed.
•Are reality shows 100% real?
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2. Media messages are constructed using a creative language with its own rules.
• What makes Happy Yipee Yehey different
from Eat Bulaga?
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• Each medium has a unique aesthetic form
-its own codes and interpretations
-Different media will report the same event, but create different impressions and messages.
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3. Different people experience the same messages differently.
personal needs
the pleasures or troubles
gender
family and cultural background
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4. Media have embedded values and points of view.
• How does media contribute in forming
one’s character?
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–proclaim values and ways of life.
–Explicitly or implicitly convey ideological messages about such issues and values.
Subliminal Messages?
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• Cartoons and video games can
affect how children behave.
• Television can greatly influence the election of a
national leader on the basis of image.
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5. Media messages are constructed to gain profit and power.
A relatively small number of individuals control what we watch, read and hear in the media.
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Product Placement
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Made to gain power and profit.
ConstructedHas its own rules
and creative language.
Different people experience the same message differently.
Contains values and view points
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MEDIA LITERACY
deconstructing these constructions
Analyze
StudyWHY?
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Advertising is any form of communication intended to promote the sale of a product or service to influence public opinion, to gain political support or to advance a particular cause.
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Paid form of public persuasion
- To buy, support and believe
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What encourages you to patronize a
product?
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USP Unique Selling Point
The Unique Selling Point or USP is the unique quality or feature of the product which the campaign focuses on.
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Ivory’s unique quality was a result of an accidentHarley Procter came up with the name “Ivory" while listening
to a bible reading at church one morning in 1879Today, the “pure” quality remains an effective strategy
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BRAND AWARENESS
• aims to create BRAND RECALL
- determines the success of the advertising campaign
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Public Service Advertisements• advertisements
sponsored by private and government agencies which promote value messages
PURPOSE?
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Strategies In
Advertising
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1. Sex Appeal• Sex is used as a “hook” to catch
attention
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2. Emotion
a. Positive Emotions (E.G. Joy, Happy)
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2. Emotionb. Negative Emotions
(E.G. Fear)
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3. Status Or Snobberylatest models , the most hi-tech qualities, the
best performance and will make them appear as necessary .
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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.
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4. Conformity
Slogans like “Are You One of Us?” are very effective to prey
on your need to belong.
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5. Economy• A special
offer….Prices have been slashed…. Big savings…Special Promos
• These prey on your desire to save money
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5. Economy
• “Free Stuff” may be attached with these products making you think you’re saving
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Is it really free?
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6. Excitement, Fun, Novelty & Adventure• A stunt, a new wonder,
extravagant production numbers.
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7. Sensual Gratification• The promise of
soothing, comfort and pampering
• All these offer you bodily pleasures
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SENSUAL GRATIFICATIONThe ambience contribute to a relaxing and soothing environment
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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
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Food Styling
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8. Authority & Celebrity
Characters in lab coats immediately add authority and visual credibility
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Nike features prominent celebrities from the sports industry
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8. Authority & Celebrity
CELEBRITY ENDORSEMENTS
Emma Watson, Rihanna, Madonna
Click icon to add picture
Click icon to add pictureClick icon to add picture
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Can ads have more than one strategy?
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Common Issues in Media
1. Violence2. Sex and Pornography3. Stereotypes: Male/Female4. Alternative Lifestyles5. Truthfulness
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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)
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Group Research
The 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
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Group Research
Write on a size 4: Members, Leader,Assistant and assigned task to each.
Target Media Issue
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CRITERIA FOR GRADING:
–Content…………….50–Clarity………………30–Organization……..20–Total……………….100