Today's Agenda

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Today’s Agenda

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Warmup Logo Challenge Intro to Media Literacy Media in Simple Terms Media’s Influence Media and Advertising Pathos, Logos and Ethos Audience Theory The 4Cs of Media

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New Nike Ad Makes a Statement | The Garnette Report

Mercedes Benz Logo | The most famous brands and company logos in the world

Chanel logo | Logok | Chanel logo, Popular logos, Black canvas paintings

Lacoste logo | Logok

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ENG 2D

Unit 3

Week 3

Grade 10 Academic English

Media Literacy and Advertising

Lesson 1

Teacher

Laptop

Bullseye

ACADEMIC NOC

https://attachments.office.net/owa/johndrew@neworientalgroup.org/service.svc/s/GetFileAttachment?id=AAMkADZkZDAxZTAxLTVkODItNGZhZC1hZGNkLWJmYjJhMGE2NzFlYgBGAAAAAADBIGd5awB8RKPIReN3b3dKBwBfJB3NJb%2BgT4b2G%2BIwTyvuAAAAAAEKAABfJB3NJb%2BgT4b2G%2BIwTyvuAAAe73v0AAABEgAQAPkSZVhvBIdEpxsZD%2BVEJBE%3D&X-OWA-CANARY=NgVPl-msDUeb67YXXW9RwrCd-QMzptYYrBbQnrAA4TyKZchPx-TUyOaIoYjtSvv7NUIhxhjMTIU.&token=eyJhbGciOiJSUzI1NiIsImtpZCI6IjA2MDBGOUY2NzQ2MjA3MzdFNzM0MDRFMjg3QzQ1QTgxOENCN0NFQjgiLCJ4NXQiOiJCZ0Q1OW5SaUJ6Zm5OQVRpaDhSYWdZeTN6cmciLCJ0eXAiOiJKV1QifQ.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.PItdRATnehA1E3ChdSZNWcxDCE6xsztEZnjjjqSRonyefeDx187Yu3EBQljz7YGwIVOtFIckX-jXM7xjNpW8mhhQHBFX5gN18BD0nZBFm6TvU1gT_aRW-aXGxd0iB9sDJ45WAcB1IB5jgZvbX1WMrgU0rW3D5PORwBVaHyhvy6h4oNkq83AGqOU03CM0HHaaNRWicOmh3eBnFoNTIz97p2A78adHXvVuzv32pIBoU0ID6Me2auG1nBiOZNyQXyGPF3YKyi02K6iZJv1hEpgbfejGzIyzm4UOxA4sca4IIl_zPI68F4E7aHeyWihs9yWUrV7R-3A3eoFjY5j9HI6a6g&owa=outlook.office.com&isImagePreview=True

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Introduction to Media and Advertising Audience Theory and the 4Cs of Media Advertising Forms and Objectives Understanding and Identifying Persuasive Techniques in Advertising

ACADEMIC NOC

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Media Literacy

What does it mean to be media literate?

Media literacy  is the ability to identify different types of  media  and understand the messages they're sending.

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This Photo by Unknown Author is licensed under CC BY-NC-ND

This Photo by Unknown Author is licensed under CC BY-NC-ND

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What is MEDIA (in simple terms)

News Music Movies Education Magazines Television Radio Telephone/Cell Phones The Internet Faxes Billboards (MBN, Market Business News)

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A billboard advertising burgers and beer!

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Media Literacy

Why is it important to be effective media “readers”?

IP ACADEMIC NOTC

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Understanding Media

All media is constructed .

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BEFORE AFTER

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Media Messages

How media constructs and shapes messages

Key Concepts of Media Literacy (i) All media messages are constructed. Each medium has different characteristics, strengths and a unique "language" of construction. (3) All media messages contain embedded values and points of view. People use their individual skills, beliefs, and experiences to construct their own meanings from messages. 6) Media messages must be considered within a social, political and economic context. (O) Media and media messages can influence beliefs, attitudes, values, behaviors and the democratic process.

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What is the Purpose of Advertising?

To impart information The information isn't always about a product or service, though. Instead, companies are trying to sell Qualities Values Ideas

Think different.

What is this ad trying to do?

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There are Four Advertising Elements: 1. Solicitation 2. Marketing & Promoting 3. Raising Awareness, Education and Information 4. Negative Advertising

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This Photo by Unknown Author is licensed under CC BY-SA

This Photo by Unknown Author is licensed under CC BY-SA

Marketing is just 1 tool that advertisers use!

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1. Solicitation

Encouraging consumers to purchase the goods and services of a company or organization TYPES : print advertisements in newspapers and magazines Billboards Mailers the Internet Radio Television

Lynch Sign 12 in. x 12 in. No Soliciting Sign Printed on More Durable Thicker Longer Lasting Styrene Plastic-R-218 - The Home Depot

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2. Marketing and Promoting

Marketing and promotional efforts use advertising as a vehicle to move forward the agenda or image of a person, group, organization or event. EXAMPLES: Content  marketing Social media  marketing Email  marketing Referral  marketing Event sponsoring Influencer  marketing Promotions Offering refunds

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Kills bugs fast.

This Photo by Unknown Author is licensed under CC BY-SA

This Photo by Unknown Author is licensed under CC BY-SA

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3. Raising Awareness/Education

3. Raising Awareness/Education

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Advertising campaigns designed to raise awareness use many of the same principals of solicitation advertising. These advertising messages are not trying to sell the consumer something but are working to make them aware of an issue .

Advertising campaigns designed to raise awareness use many of the same principals of solicitation advertising. These advertising messages are not trying to sell the consumer something but are working to make them aware of an issue .

What is going on in this ad?

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4.Negative Advertising

Advertising can be used to criticize or put down competition. It can also be used to make a negative point about a particular product, issue or person in order to cast it in a negative way.

Nothing Sucks Like An Electrolux

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What is wrong (or right!) about this ad for a vacuum cleaner? How about this ad for a pretzel snack company?

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Advertising and the Art of Persuasion

What are persuasive advertising techniques? They're how you convince a buyer of your product through visuals. Aristotle invented persuasive advertising techniques. There are 3 groups: Ethos Pathos Logos This is also known as the rhetorical triangle .

Logos The text's use of evidence and organization to support the writer's argument Ethos The writer's authority or credibility Pathos The audience's emotional connection to the text

NONC

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Persuasive Techniques in Advertising - Video

ACADEMIC NOC

The Art of Rhetoric Persuasive Techniques in Advertising.mp4

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Ethos, Pathos, Logos - Video

Ethos, Pathos, Logos Explanation and Class Activity.mp4

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ETHOS PATHOS 3.'LOGOS PERSUASIVE TECHNIQUES IN ADVERTISING i. Watch the video, What are ethos, logos and pathos? 2. Match the names of the techniques with their definitions. ETHOS PATHOS LOGOS a an appea to emotion, an attempt to evo eit er positive or negative emotional response in the consumer an appea to oglcorreason; gives yout e evi ence and statistics, •straight facts' about the product c an appea to cre I lity or c aracter; WI try to convince you that the company is more reliable; involves endorsement from reliable experts

3. techniqt.es are uæd in tip examples? I, A child is shown covered in bug bites after using an inferior bug spray, 2, Tiger Woods endorses Nike, 3, Sprite Zero is 100% sugar-free. 4. A 32-oz. bottle of Tide holds enough to wash 32 loads, 5, A commercial shows an image of a happy couple riding in a Corvette, Cardiologists recommend more than any other brand of aspirin, 6. 7, Advil Ugul-GeIs provide up to 8 hours of continuous pain relief. 8. Cyrus appears in Oreo advertisements. People who need more energy drink Red Bull Energy Drink, 9, 10, A magazine ad shows people smiling while smoking cigarettes, 4. ineveryday commercials hre tik examples. 5. What otlwtechniq-æarecommonly used inadvertising? are mular? Go onlirk to more, Bring examples to class.

NOC

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Advertising or Propaganda - What is it?

Advertising or Propaganda - What is it?

Propaganda  is a form of communication to distribute information. It is always biased. The information is designed to make people feel a certain way or to believe a certain thing. The information is often political and attempts to convince us to support a particular cause. It is hard to tell whether the information is true or false. It often appeals to the audiences emotions (pathos) rather than sense of reason (logos). The following are World War Two era propaganda posters. What messages are they communicating to the audience?

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You are directed by your subconscious mind | Dr Duany

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What Is Subliminal Advertising/Messages?

Visual or auditory information that the conscious mind cannot see or hear. A lot of subliminal messages cannot be seen or heard. This is because information (or stimuli) that we normally see or hear are above the threshold of conscious perception Subliminal messages, which are below this threshold.

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But Wait! How does The Media Tell You What To Think?

Media influence theories: Hypodermic Needle Two-Step Uses and Gratification With which do you agree? How does it relate to your own media “diet”?

NONC

This Photo by Unknown Author is licensed under CC BY

This Photo by Unknown Author is licensed under CC BY

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Media and Advertising

Product/Brand association

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Celebrity Endorsement

* Uses well known people from movies, TV shows, sports or band (singers) to promote a product What media theory does it employ?

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Product Placement

What Media theory (theories) does product placement employ?

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The 4 Cs of Media

Constructions Media creates “realities” Conventions Media repeatedly and cleverly uses certain methods to convey information (e.g. Hypodermic needle, Two-step, Uses and Gratification, Pathos, Ethos, Logos) Creeds Media are driven by certain sets of belief (morals, values, ideologies) Commercials Media exists to promote or sell “product”

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This Photo by Unknown Author is licensed under CC BY-SA

This Photo by Unknown Author is licensed under CC BY-SA

NOC

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Media Analysis

Choose one of the following advertisements Identify what the constructed message is and how the advertiser has achieved it. For example: Cigarette smoking causes forest fires. (CONSTRUCTION) The advertisers suggest this by presenting forest devastation in the cigarette ash. (CONVENTION = hypodermic needle, Pathos) Promotes social and environmental values (CREEED) “Sells” responsibility (COMMERCIAL)

WHAT IS IN E-CIGARETTE AEROSOL? THE E-CIGARETTE AEROSOL THAT USERS BREATHE FROM THE DEVICE AND EXHALE CAN CONTAIN HARMFUL AND POTENTIALLY HARMFUL SUBSTANCES: CANCER -CAUSWG CHEMICALS ORGANIC ULTRAFINE HEAVY MEALS sucH AS NICKEL, TIN, AND LEAD FLAVORING sucH AS A CHEMICAL LINKED ro A SERIOUS It is difficult for consumers to know what e-cigarette products contain. For example, some e-cigarettes marketed as containing zero percent nicotine have been found to contain nicotine.

This Photo by Unknown Author is licensed under CC BY-SA

This Photo by Unknown Author is licensed under CC BY-SA

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30 Powerful & Compelling Public Awareness Print Ads

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Save lives. Stub it out.

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30 Brilliant Print Advertisements Packing a Persuasive Punch from ...

Print Ads Popular – The Power of Advertisement

Del Monte "Freshness in your Hands"|adRuby.com

NOC

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Putting it All Together - Assignments to complete for this lesson:

Complete the Media Image Construction worksheet responding to questions and identifying examples of each media C from the magazine cover example. Locate a media product of your choice and apply the 4 Cs of media, applying and completing the 4 Cs chart handout.

This Photo by Unknown Author is licensed under CC BY

This Photo by Unknown Author is licensed under CC BY