WebQuest

Media Literacy

Process

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Television, billboards, magazine ads, , radio, internet ads and media devised as entertainment all contain advertisement.  An advertisement is a persuasive form of communication designed to create a psychological need in someone so that he or she purchases and uses a product. 

Important vocabulary

media:  vehicles used to communicate to mass audiences.  Some examples are newspapers, magazines, movies, computers, televisions, radios and music videos. 

media literacy:  the ability to understand the role of media in society.

propaganda:  information spread in a society with the intent of promoting a particular cause.

spin:  a biased statement which gives an appearance of truth but actually obscures the underlying meaning or reality.

subliminal persuasion:  underlying, subconscious messages.  See the short video by the BBC's Derren Brown where he proves subliminal suggestion works --video inserted below.

subtext:  an underlying message implied through the use of symbol, metaphor, characters, words and special effects used in advertising.



Advertising methods:

promise of a lifestyle:  the customer will be beautiful, strong or smart after using this product.

plain folks:  focused on the use of ordinary people to convince the customer to purchase the product.

testimonials:  the customer is influenced by a celebrity's likeability or attractiveness.

appeals to fear:  the customer is influenced by the fear of what will happen if he or she doesn't buy the product.

appeals to feel good
: the customer will be a better person or will contribute to the good of all mankind by purchasing the product.

patriotism:
  appealing to someone's love of country to sell their product.

glittering generalizations:   vague words of praise used to evoke a positive feeling about the product, but the words have very little specific or concrete meaning.

repetition:  the brand name or slogan is repeated over and over to make it stick in the customer's head.



View the prezi about Advertising Techniques (link to website below)

Attachments

Derren Brown--subliminal messaging

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