MEDIA COMMUNICATION AND ADVERTISING

Question 3 in Paper 2 and Chapter 3 in textbookCombination of short and long questions (20 marks)

2

3.1 : See page 37

THE MAIN MASS MEDIA

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)

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

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

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?

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 enter-tainment 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

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 Breakdown in trans-

mission can affect users

Lead to breakdown in business

Confidentiality breach

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.

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?

13

3.2.8 OUTDOOR MEDIA (P.40)

ADVANTAGES Cost-effectiveness Ability to reach vast

audiences Geographically

adaptable

DISADVANTAGES Negative aesthetical

effect on environment Message has to be

given in short period of time

B-class

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.

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

Interference (noise) caused by numerous things

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

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

18

ELEMENTS OF STYLE (LANGUAGE) P.43 Clichés, generalisations, pseudo-

scientific statements. “According to informed sources”, “Experts

agree”, “Reliable information” (journalese) Irony

Rhetoric questions Who says South Africans are a peace loving

nation? Clever word-play

“Champions for a day”

19

ELEMENTS OF STYLE (LANGUAGE) P.43 Puns: More than one meaning – words

with different meanings

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

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

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 multi-ethnic 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 semi-automatic. 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.

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

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.

26

3.7.1 ELEMENTS OF PROPAGANDA (P.49) ETHOS

LOGOS

PATHOS

Credibility of the sender

Logical content of the message

Emotions or feelings of the receiver of the message

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

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

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

32

3.9 REQUIREMENTS FOR PERSUASIVE ADVERTISING (P.52-59)

1. The AIDA formula2. Knowledge of your target audience3. Knowledge of the product4. Clear understanding of purpose the

company has in mind with advertisement

5. Feedback from the consumer6. Understanding potential consumer’s

psychological needs (Maslow)

B-Class

33

3.9.1 AIDA FORMULA (P.53)

Attention Punchlines, jingles, to take notice of …

Interest Supplying hard facts, qualities emphasised

Desire Identify psychological needs and “fulfil”

them Action

Get to buy now, sale only till Saturday etc.

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 informationHelps to reveal perception of specific target audience.

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

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?

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?

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)

39

3.9.6 UNDERSTAND MASLOW (P.59)

Motivational theory.First 4 are physical needs

40

41

42

43

44

45

46

47

48

49

50

51