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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

Logo

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Logo

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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.eyJ2ZXIiOiJFeGNoYW5nZS5DYWxsYmFjay5WMSIsImFwcGN0eHNlbmRlciI6Ik93YURvd25sb2FkQDhhZGI3MWM4LTMwYjEtNDc4MC04YzVlLWUxZGU4MjljNjBmZSIsImFwcGN0eCI6IntcIm1zZXhjaHByb3RcIjpcIm93YVwiLFwicHJpbWFyeXNpZFwiOlwiUy0xLTUtMjEtNDI0NTY4ODg0Mi0yNTIxMjEzMzIzLTE1OTExNjY3NTItMjI4NTU5OTVcIixcInB1aWRcIjpcIjExNTM4MDExMTQ4Mjc1MDgxNjhcIixcIm9pZFwiOlwiNGQ0ZDJlNTUtYjRiNi00YWIyLTk2YWYtYWVlZmMyNjE1NDA0XCIsXCJzY29wZVwiOlwiT3dhRG93bmxvYWRcIn0iLCJuYmYiOjE1NTIzMTY1NDAsImV4cCI6MTU1MjMxNzE0MCwiaXNzIjoiMDAwMDAwMDItMDAwMC0wZmYxLWNlMDAtMDAwMDAwMDAwMDAwQDhhZGI3MWM4LTMwYjEtNDc4MC04YzVlLWUxZGU4MjljNjBmZSIsImF1ZCI6IjAwMDAwMDAyLTAwMDAtMGZmMS1jZTAwLTAwMDAwMDAwMDAwMC9hdHRhY2htZW50cy5vZmZpY2UubmV0QDhhZGI3MWM4LTMwYjEtNDc4MC04YzVlLWUxZGU4MjljNjBmZSJ9.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

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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

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

A billboard advertising burgers and beer!

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

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

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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

Marketing is just 1 tool that advertisers use!

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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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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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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 .

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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.

A picture containing text, outdoor, tree, sign

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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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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

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Persuasive Techniques in Advertising - Video

The Art of Rhetoric Persuasive Techniques in Advertising.mp4

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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.

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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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FOR U.S.ARMY
NEAREST RECRUITING STATION

CAP SALUTES YOU!
WAR ions
SEE YOUR LOCAL POST OFFICE

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You are directed by your subconscious mind | Dr Duany

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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”?

This Photo  by Unknown Author is licensed under  CC BY

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* 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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What Media theory (theories) does  product  placement  employ?

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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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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:
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CHEMICALS
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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.

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30 Powerful & Compelling Public Awareness Print Ads

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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

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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.

 Today's Agenda

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

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

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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 . 

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