Post on 14-Feb-2016
description
Decoding Media Ads
Consumer Behavior & Commercial Offerings
What is Advertising?
• What is the purpose of Media Advertising?• How does advertising influence human behavior?• What kinds of messages are being conveyed in ads?• Why do Ad’s target particular audiences? And;• What are some techniques that Advertisers use?
• Advertising or advertising is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action.
• Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering
Decoding Print Advertisements
Advertisements
There are 5 main components of Advertising:Purpose: The message, the subject and the effect the
ad is meant to have on people (information, opinion, persuasion or instruction)
Techniques: What methods are used to achieve the purpose; the dominate feature of the ad.
Impact: The effect the advertisement had on the audience, its effectiveness in influencing them.
Ads Cont.’
• Target Audience: Who is the advertisement aimed at and intended to influence?
• Medium: The way the message reaches its audience, and where the ad is found.
Explicit Message (Purpose)
Explicit Message: When you evaluate a media text, you are using reading and thinking strategies to understand the messages.
Some messages are very obvious (in your face!). These are what we call explicit messages
• Implicit Messages: Some messages are less obvious because the producers of the media text have provided only clues…
• Take a second (or third or fourth…) look at the media that follows this slide. It’s a poster produced jointly by the government of British Columbia, the Lung Association and the Ministry of Health.
Implicit Message (Purpose)
Message: Implicit (Pest Control)
Technique: Allusion to Spiderman (Dominate Universal Feature)
Impact: Nostalgia (Link to childhood memories for adults)
Target Audience: Adults / Families/Kids
Medium: Print Ad
Stereotyping / Bias
• The definition of a stereotype is any commonly known public belief about a certain social group or a type of individual.
• Stereotypes are often confused with prejudices, because, like prejudices, a stereotype is based on a prior assumption. Stereotypes are often created about people of specific cultures or races.
Common Stereotypes
Men & Women• Men are strong and do all the work.• Men are the “backbone.”• Women aren't as smart as a man.• Women can’t do as good of a job as a man.• Girls are not good at sports.• Guys are messy and unclean.• Men who spend too much time on the computer
or read are geeks.