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