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Lucas DelaCruz-Moyrong

5th Cossick.

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`The media affects consumerism

by means of the advertising and

endorsing techniques of themedia in pop culture and the

nature and psychology of the

consumer.

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³Contemporary lifestyle and items that are well known

and generally accepted, cultural patterns that are

widespread within a population; also known as pop

culture.´

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` These ³tools of the media´ feed ideas of ³cool´ and

popular en masse through mediums of television, radio,

the internet, magazines, and even people.

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The question should be, where its not. The media

is everywhere in our community, especially in our 

urban community.

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` What ever is cool in acommunity is what isaccepted by the

community.` If something is

generally accepted ina community then it isgoing to be generally

common in thatcommunity.

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` ³A paid announcement, as of goods for sale, in

newspapers or magazines, on radio or 

television, etc. ³

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` Ads in  America first established in1700¶s in newspapers.

` The very first ad was to announce thefor-sale of an estate in Oyster Bay,Long Island. 1704.

`

Benjamin Franklin publishedPennsylvania Gazette an ad page in1729.

` By the 1880¶s businesses spent 200million dollars total on ads for their products. By 1920, businesses talliedup to 3 billion dollars spent on

advertising.` Ads in this time were to captivate

consumers then, and same conceptapplies today.

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` Ads make consumers

consume by manipulating

the product in ways that

make it more desirable.

` Ways like: Directing toward a certain

group of people

³Bandwagons´- Consuming

products because othersare doing the same

Making consumers feel a

way more covetable.

Manipulating products in

ways that make it moresuperior than others.

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` To accommodate the various consumers,

advertisers and businesses evolved their appeal

of the ads. What makes consumers distinct from

each other are their behaviors which determines

what they consume.

- =

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` The industry is accepting ³nueromarketing,´ using

science to determine what¶s cool to consumers

which could aid businesses to advertise more

³efficiently´ to those consumers.

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` So there¶s different consumers, how do

advertisers target and attract them?With the Media.

³Open weekdays till 8, Saturdays

and Sundays till 9, Online at

shaneco.com´

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There are certain steps into analyzing and

³deconstructing´ an ad;

Identify what is being advertised, who created

the ad, and why.

Who is being targeted and what suggest so.

What is the ³literal´ and ³figurative´ meaning of 

the ad.

What lifestyle and values are portrayed.What constructive and deconstructive messages

are being portrayed.

What does all of this mean.

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SoWhat¶s Being

 Advertised,Who Created it,

and Why?Heineken brand beer, Heineken US A, to

advertise their beer. . .

Whose being

targeted? What

Suggests that?

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What is literally

happening?Three men of color, one on the mic,

drums, and turntables with color of 

Heineken engulfing them.

What is the hidden

message the ad is

saying?

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What lifestyle and

values are exhibited?The lifestyle of a hip hop enthusiasts-

music, passion, and fun. Values of 

passionately expressing one¶s self.

What good and bad things

are portrayed?

What does it all mean?

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We the consumers change the game of 

consumerism.We¶re the officials and if 

advertisers want to make money theybetter become all-star players.

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` Dooley, Roger. "What Is Neuromarketing? | Neuromarketing." N euroscience Marketing . Nuerosciencemarketing.com,

27 June 2006. Web. 15 Oct. 2010. <http://www.neurosciencemarketing.com/blog/articles/what-is-neuromarketing.htm>.

` Doyon, Denis. "New Mexico Media Literacy Project | Nmmlp.org | Sample Deconstruction." N ew Mexico Media Literacy Project |

Nmmlp.org | HOME . New Mexico Media Literacy Project, Idk Jan. idk.Web. 15 Oct. 2010.

<http://www.nmmlp.org/media_literacy/deconstruction_017.html>.

` Historyofadvertising.blogspot.com, David. "Defining  Advertising«historically." History and Origins of Advertising .

Historyofadvertising.blogspot.com, 25 Sept. 2007. Web. 15 Oct. 2010.

<http://historyofadvertising.blogspot.com/2007/09/defining-advertisinghistorically.html>.` Patterson, Kermit. "What Makes a Product Cool - Neuromarketing - Steven Quartz | Fast Company." F astCom pany.com 

- Where Ideas and People Meet | F ast Com pany . Fastcompany.com, 21 Nov. 2007. Web. 15 Oct. 2010.

<http://www.fastcompany.com/articles/2007/11/interview-quartz.html>.

` Perner, Lars. "CONSUMER BEH AVIOR: THE PSYCHOLOGY OF M ARKETING." Consumer Behavior: The Psychology of 

Marketing . University of South California, 1 Dec. 1999? Web. 15 Oct. 2010.

<http://www.consumerpsychologist.com/>.

` Pope, Daniel. "What Is the  Ad Trying To Do?" History Matters: The U.S. Survey Course on the Web.

Historymatters.gmu.edu, N/ A Jan. n/a. Web. 15 Oct. 2010. <http://historymatters.gmu.edu/mse/ads/question1.html>.

` Tech, Foothill. " ADVERTISING TECHNIQUES." F oothill Technology High School . Foothilltech.org, N/ A Jan. n/a.Web. 15 Oct. 2010. <http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm>.

` Tech, Foothill. " ADVERTISING TECHNIQUES." F oothill Technology High School . Foothilltech.org, N/ A Jan. n/a.

Web. 15 Oct. 2010. <http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm>.