Advertising & Media Literacy
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Transcript of Advertising & Media Literacy
Media Literacy
& Advertisin
g
Objective:
Students will gain an understanding of the 5 Principles of Media and their guiding questions.
Students will learn about rhetorical strategies used in advertising and practice analyzing an advert.
What does it mean to be Media Literate?
Being media literate means that you control the interpretation of the media instead of it controlling you.
Media literacy is not about memorizing facts—rather it is learning a skill, a process, of developing a way of critical thinking that allows you to see clearly.
Media Literacy
5 Principles of Media
1. All media messages are constructed.(Authorship)
Who created this message?
Media Literacy
5 Principals of Media
2. Media messages are constructed using a creative language with its own rules. (Format)
What techniques are being used to attract
my attention?
Media Literacy
5 Principles of Media3. Different people experience the same
media message differently. (Audience)
How might different people understand this
message differently from me?
Media Literacy
5 Principles of Media4. Media have embedded values and points of
view. (Content)
What lifestyles, values and points of view arerepresented in, or omitted from, the
message—including any stereotypes thatmay be present.
Media Literacy
5 Principles of Media5. Media are primarily businesses driven
by a profit motive. (Purpose)
Why is this message being sent?
Media Literacy
What media have you been exposed to today?
In groups, discuss and make a list of all the media you have been in contact today.
Think back over the weekend. Can you add anymore types of media to your list?
How does media affect different generations?
How does media affect they way you learn?
Journal Question
How are you affected or persuaded by advertisements and commercials?
Pathos
Ethos Logos
Most advertisers use a combination of at least two to
persuade a consumer.
Rhetorical Strategies
Pathos
An emotional appeal
Advertisements using this technique will attempt to provoke an emotional response in the consumer – usually positive
Adapted from ReadWriteThink
Rhetorical Strategies
Pathos
Adventure
Sex Appeal
Pull at the heart strings
Sense of adventure
How do these adverts appeal to
your sense of adventure?
Sex Appeal
How does this advert appeal to the emotions of
a consumer?
Pull at your heart strings
Ethos Ethics or ethical Modern translation = image Establishing credibility or character of the
product
Aristotle states that if we believe a speaker or product has “good sense, good moral character, and goodwill” we are more inclined to believe what the speaker has to say.
Adapted from Dr. John R. Edlund, Writing Center Director, Cal Poly Pomona
Ethos
Brand association
Expert testimonials
Celebrity endorsement
Brand association
Expert Testimonials
Celebrity Endorsement
Logos An appeal to logic or reason
The logos of an advert is usually straightforward – it tells you what the product does, how it works, and what it’s used for.
“The Dyson Ball vacuum is engineered to turn on a
dime. But housing technology inside a ball also made it possible for
Dyson engineers to miniaturize the machine
without compromising the cleaning performance. So now you can have a small Dyson vacuum that has
the cleaning performance of a big one. And the
Dyson Ball vacuum comes with a 5 year warranty.”
Now it’s your turn
In your groups, study the advert and :
1. Answer the 5 questions of media literacy
2. Identify which rhetorical strategies are being employed