Download - Consumerism and the Media REVISION!

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Lucas DelaCruz-Moyrong

5th Cossick.



`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.



³Contemporary lifestyle and items that are well known

and generally accepted, cultural patterns that are

widespread within a population; also known as pop

culture.´



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

popular en masse through mediums of television, radio,

the internet, magazines, and even people.



The question should be, where its not. The media

is everywhere in our community, especially in our

urban community.



` 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.



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

newspapers or magazines, on radio or

television, etc. ³



` 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.



` 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.



` 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.

- =



` 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.



` 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´



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.



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?



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?



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?



We the consumers change the game of

consumerism.We¶re the officials and if

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



` 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>.