Aim: How can we define Mass
Monday
Media?
2/3/14
Do Now:
What do you think the word media
means?
HW: Bring in a print advertisement
(from a newspaper, magazine, online)
Thursday.
Vocab Unit 6 Quiz next Tuesday!!!
Intro:
• Textbook Distribution
• Take a few minutes to thumb through the textbook.
• Overview of the course.
– Advertising, Books, Radio, Television, Film
• Projects– Advertisement, Children's book, TV Show, Radio
Station, Film
• Grades
– Participation – 20%
– Other grades – 80%
• Projects - X4
• Quizzes, worksheets, writing assignments – X2
• Vocab Quizzes – X1
I. What are mass media?
(Grammar NOTE: Yes, I
mean ‘are’. There are many
types. “Media” is the plural of
“medium”. Have you heard of
the show Medium?
A. History of mass media
• Human desire and need to break
the barriers of time and distance
– Live beyond a lifetime
– Move beyond the distance we can
physically travel
– Like space…the final frontier
B. Definitions
• Medium: a channel or system of
communication
– Speech is most widely used
• Others: painting, sign language, written word,
music, images, smoke signals
• Mass medium: means of
communicating to a large number of
people
– Television, radio, newspapers, magazines,
books, films, recordings, internet
• Not possible until the invention of the printing
press in 1458 by Johannes Gutenberg
MORE Definitions
• Personal communication media:
– Method of communication through time and
space, but not involving the masses
• Broadcast media: radio and television
– Using electric signals to reach a large
audience
– Cable television: not broadcasting because wires are
used to carry the programs to specific households.
II. Global View of
Broadcasting
• A. USA:
– Radio – mostly music and DJs; all-news station and
talk show (sports)
– Television – daytime drama, sitcoms, adventure,
game shows, news, reality TV, PBS (culture and
education)
• B. Europe and Canada:
– More cultural and educational TV
– Governments believe that advertising should not
control programming
• Ex: BBC – no advertising / supported by tax paid
through TV and radio sales
• Small countries: buy US television shows (dubbed)
even if they are inconsistent with the country’s
perceived / accepted value system
• Communist and 3rd world nations: all broadcasting is
controlled by the government
– Governments use stations to encourage patriotism
and control news
• (governments own and operate most of the
world’s radio and television stations)
– Radio transmitters guarded by high fences and
machine guns
– Rebels attempt to overthrow government through
broadcast transmitters
Control of
broadcasting means
control of minds…
What do mass media produce?
• The Role of Celebrity (What need do
celebrities fill?)
– Concept expanded when technology made
possible the duplication and distribution of
images.
– Fulfill the public need of fantasy
• Audience identifies with celebrities who live out
fantasies
• “Stars” – different, but not too different
from their fans
– Celebrity = glamorous self
Celebrities - continued
• Development of Hollywood
– Stars must lead glamorous lives (created if
necessary) – pseudo events whose purpose
is to attract attention
– Recording industry followed the lead (Motown
Records)
Changes caused by mass
media
• Before Mass
Media
• Well-known people
were famous for
actions or
achievements
• Public knew and
admired heroes
• Since Mass Media
• Well known because
of manufactured
image
• Public knows and
admires celebrities
What is media?
• Take out a piece of paper and write
down the following terms.
– Culture
– Mass communication
– Mass media
Definitions
• Culture
– The symbols of expression that individuals, groups, and
societies use to make sense of daily life and to
articulate their values.
• Mass communication:
– The process of designing and delivering cultural
messages and stories to large diverse audiences
through media channels as old as the book and as new
as the Internet.
• Mass Media
– Are the cultural industries-the channels of
communication-that produce and distribute songs,
novels, newspapers, movies, Internet services, and
other cultural products to large numbers of people.
Topics for Discussion
• Oral and Written Form Begin the
Dialogue
• Printed Communication Spreads the
Word
• Electronic and Digital Communication
Bring Immediacy to the Message
• Media Convergence Comes of Age
Answers the following:
• What are the key
technological
breakthroughs that
accompanied the transition
to the print and electronic
eras?
• Why were these
technologies significant?
Pick an example of a popular
media product that you think is
harmful to children. How would
you make your concerns
known? Should the product be
removed from circulation? Why
or why not?
Although in some ways
postmodern forms of
communication, such as email,
facebook, etc., have helped
citizens participate in global life,
in what ways might these forms
be harmful?
Turn to page 16.
Examine the “Culture Skyskraper.”
Where do your interests fall? Do
you see your interests moving up at
all as you get older?
Media Literary and Steps in the Critical
Process (pg. 28)
• With a partner: write a brief outline of an
argument either defending or condemning
social media (Facebook, twitter, etc.).
• In other words, are social media more
useful or more harmful.
Summary:
• What is Mass Media?
• HW: Bring in a print
advertisement (from a
newspaper, magazine, online)
tomorrow.
• Vocab Unit 5 Quiz on Friday!!!
Case Study
• After completing this exercise we will read a case study
on pg. 15. (Staging Stunts Takes TV to New Low)
Tuesday
2/4/14
Advertising
Aim: How can we learn about the history of
advertising? How are techniques and
persuasive strategies used in advertising?
Do Now: What is your earliest recollection of
watching a TV commercial? Do you have a
favorite ad? A most-despised ad? What is
it about these ads that you particularly like
or dislike?
• Homework: Bring in a print advertisement
(from a newspaper, magazine, online) Thursday.
Vocab Unit 6 quiz Tuesday!!!
What is Advertising?
Advertising is paid communication in
which the sponsor is identified and
the message is controlled
Why does advertising exist?
To solve a problem- more goods than
needed
***If there were only brand of
sneakers, you wouldn’t need to
advertise them!
Where do we see advertising?
• Newspapers
• Magazines
• Television
• Movies
• Radio
• Human Directors
• Billboards
• Shopping Carts
• Buses
• Internet
• Placement of a
product (TV/Movie)
Covert Advertising
Did you know every time you say Band-Aid
or Scotch Tape YOU are actually
advertising for FREE???
OR when a singer says a product’s name
that is free advertising too?
DID YOU KNOW…
2014
• Fox sold out of commercial time for the
2014 Super Bowl months in advance at an
average of $2 million per 30 seconds.
Brief History of Advertising and
Commercial Culture
• 1704 – first newspaper ad featuring land deals
•
•
and ship cargoes appears in the Boston NewsLetter
1841- first advertising agency opens in Boston –
it represented newspaper publishers, Volney
Palmer
1875 – first modern agency, the N.W. Ayer
agency, working for advertisers and product
companies rather than publishers opens in
Philadelphia
Stages of Advertising
1. Information Stage: before the 19th
century (price lists, signs, town criers)
2. Attention Stage: Use of devices to
attract attention (borders/type)
3. Repetition Stage: at a time when it
was ruled to be unfair to use LARGER
type, the type was repeated (familiar
and accepted)
Stages of Advertising
4. Association Stage: graphics and
pictures (product associations)
5. Product- Benefit Stage: how will the
customer benefit from the product?
6. Motivation Stage: People buy goods
because of psychological needs (make
them more powerful/beautiful etc.)
Stages of Advertising
7. Entertainment Stage: Commercials
that sell things because they are
entertaining (You like the commercial so
you buy the product)
8. Behavioral Stage: Present the product
image as satisfying a real consumer need
(organics-health conscientious)
Brief History (continued)
• 1906 – to monitor misleading patent-
medicine claims in newspaper and
magazine ads, the Federal Food and Drug
Act is passed.
• 1914 – The Federal Trade Commission is
established by the federal government to
help monitor advertising abuses.
Brief History (continued)
• 1940’s – a voluntary group of agencies
and advertisers organizes war-bond sales,
blood-donor drives, and food rationing;
the postwar extension of these voluntary
efforts becomes known as the Ad Council.
• 1971 – the tobacco industry agrees to a
government rule that bans cigarette
advertising from television.
Brief History (continued)
• 1988 – R.J. Reynolds revives the Joe Camel
•
cartoon character from an earlier print media
campaign; the percentage of teens smoking
Camels rises sharply.
1989 – Channel One is introduced into
thousands of schools offering “free” equipment
in exchange for ten minutes of news
programming and two minutes of commercials.
Brief History (continued)
• 1996 – the Canadian liquor company and media
•
•
conglomerate Seagram defies the 60-year old
voluntary ban by the U.S. liquor industry on hard
liquor ads in broadcasting.
1998 – the tobacco industry agrees to a
settlement with several states, and tobacco ads
on billboards are banned.
Late 90s – Budweiser uses cartoonish animal
characters to appeal to young viewers.
Brief History (continued)
• 2002 – four international mega-agencies—
•
Omnicom, Interpublic, WPP, and Publicis–
control more than one-half of the world’s ad
revenues
2004 – one hour out of 3 of prime-time network
television contains ads. An 8 percent increase
since 2000.
Brief History (continued)
• 2004 – spam e-mail ads account for more
than 60 percent of all e-mail volume.
• 2004 – the Super Bowl remains the most
expensive program for purchasing TV adsone thirty second spot costs more than $2
million.
Take a look at your ad…
• What technique(s) is used?
• Ethos, Pathos, Logos?
• Is the ad effective? Why or why not?
• ***If you are unprepared for class today,
make a friend and use his or her ad***
Three Methods of Persuasion
Advertising Techniques
• ETHOS- Ethos is appeal based on the character of the speaker. An
ethos-driven document relies on the reputation of the author.
• PATHOS-Pathos is appeal based on emotion. Advertisements tend to
be pathos-driven.
• LOGOS-Logos is appeal based on logic or reason. Documents
distributed by companies or corporations are logos-driven. Scholarly
documents are also often logos-driven.
ETHOS = Appeal to Character
• Ethos appeals to an audience by creating an atmosphere of
trust.
• Ethos highlights the character of its source. We look less to
the message than to the person who’s delivering it.
• Ethos is all about CREDIBILITY:
–
–
–
–
The
The
The
The
source
source
source
source
strikes
strikes
strikes
strikes
us as
us as
us as
us as
authoritative.
worthy of respect.
likeable.
honest.
Examples of Ethos in advertising:
• A doctor endorsing a diet plan.
• A sports figure endorsing athletic shoes.
• A celebrity endorsing just about anything.
• An “everyman” figure endorsing a product
who strikes us as honest and likeable and a
lot like us.
Buy this book because
Oprah says to! (She’s
honest and level-headed
and knows a good read
when she sees one—plus
she’s rich and famous!)
PATHOS = Appeal to Emotion
• Pathos appeals to an audience through
emotionally charged language and images.
• Pathos appeals to both positive emotions like
love and sympathy and to negative emotions
like anger and insecurity.
• Pathos is all about gut reactions that we
don’t analyze. It has the greatest potential to
spur the audience to act.
Examples of Pathos in Advertising
• Ads that feature adorable kids.
• Ads that feature shocking or violent images.
• Ads that show embarrassing situations that
prey on insecurities.
• Ads that feature sexy actors that arouse
sexual desire.
If you don’t
buy me
Pampers,
you’re
making me
cry!
Look how happy
I am now!
LOGOS = Appeal to Reason
• Logos appeals to the audience through
logical argument.
• Logos provides reasons and points to
cause and effect.
• Logos is the main method of persuasion in
academic writing and speaking.
Examples of Logos in Advertising
• Ads that quote statistics.
• Ads that argue for superior performance or
durability.
• Ads that claim health benefits.
• Ads that use deductive reasoning (X is good,
Y is an example of X, so Y is good).
Research shows
there are good
reasons to drink
fluids when you
exercise, and
Gatorade is a fluid
!
EHTOS, PATHOS, AND LOGOS
ALL WORK TOGETHER…
• Rhetoric usually involves a mixture of all
three types of persuasion.
• Even in academic writing, where logos is
predominant, authors attempt to earn their
readers’ trust by appearing authoritative and
credible (ethos), and may also bring in
emotional anecdotes or case studies as
supporting evidence or employ subtly
charged language (pathos).
ETHOS:
Name of
organization
gives credibility.
PATHOS:
Shocking image of
bloody body creates
sense of outrage.
LOGOS:
Text makes argument
that reporters need to
inform public about what
goes on in combat zones.
 ETHOS = appeal to character (TRUST ME!)
 PATHOS = appeal to emotion (GUT RESPONSE!)
 LOGOS = appeal to reason (LOGIC’S ON MY SIDE!)
logos
ethos
pathos
Advertising Techniques
The Unfinished Technique
The ad claims that the product is better or
has more of something but does not
finish the comparison.
Example: “Magnaflux gives you more.”
The Weasel Word Technique
Sounds convincing at first, but when you
look closely, the words are empty.
(helps, virtually, can be, up to, fights, feels,
strengthened, comforts, as much as,
refreshes)
Examples: “Leaves dishes virtually
spotless”
“Part of a nutritious
breakfast”
The “We’re Different and
Unique” Technique
States that there is nothing quite like the
product advertised
Examples: “There’s no other mascara like it”
“Only Inca has this unique filter system”
The “Water is Wet”
Technique
Ads say something about the product that
would be true for any brand in that
product category
Examples: “Super Lash greatly increases the
diameter of every lash.”
“The detergent gasoline”
The Vague Technique
Uses words that are colorful and
meaningless, usually with emotional
opinions/often overlaps with other
techniques
Example: “For skin like peaches and cream”.
The
Endorsement/Testimonial
Technique
Use of a celebrity or an authority to sell
the product
Examples: Michael Jordan for Nike or Hanes
Variation- “John Doe” endorsement
people “just like you” use the product
The Scientific/Statistical
Technique
Ad refers to specific numbers,
experiment, or impressive mystery
ingredient
Example: “Molly’s oven cleaner has 33%
more cleaning power than another popular
brand”.
The Compliment the
Customer Technique
Ad that flatters the consumer.
Examples: “Hungary Man: For the real
man.”
The Rhetorical Question
Technique
Demands a response from the audience
to affirm a product’s goodness
Examples: “Wouldn’t you rather drive a
Buick?”
“Shouldn’t your family be drinking Hawaiian
Punch?”
Links
• http://historymatters.gmu.edu/mse/ads/try.htm
•
•
#
http://cla.univfcomte.fr/english/tvcoms/05bounty/bounty.htm
http://www.adflip.com/view_decade.php?start=
26&adDecade=00%27s&thumb=hdr_current.gif
&featuredJpg=13880.jpg&catagoryIDs=&queryO
rderBy=tblAds.publicationIssueDate,tblAds.adNa
me
• Should advertising aimed at children be
regulated? Support your response.
• Should tobacco (or alcohol) advertising be
prohibited? Why or why not?
Homework: Bring in an ad from a
magazine tomorrow Thursday!!!
Vocab Unit 6 quiz Tuesday!!!
Read the following:
• Read the section of the chapter titled:
Persuasive Techniques in Contemporary
Advertising beginning on page 401:
• Critical Issues in advertising
• Children in advertising
• Advertising in schools
• Health and advertising
Answer the following in groups
• Why are so many people critical of advertising?
• If you were a parent, what strategies would you
•
•
use to explain an objectionable ad to your child
or teenager? Use example
Should advertising aimed at children be
regulated? Support your response.
Should tobacco (or alcohol) advertising be
prohibited? Why or why not?
Wednesday
February 5, 2013
AIM: How can we analyze
current television
commercials?
DO NOW: What was your favorite
super bowl commercial and why?
HW: Bring in a PRINT AD.
Vocab Unit 6 Quiz – Tuesday.
SUPER BOWL COMMERCIALS

While watching commercials make a list of
what you like and what you dislike.
Super Bowl Commercials

Which commercials are effective/ ineffective
and why?
After watching..






In groups answer the following questions:
What are your favorite types of commercials ads
and why?
What do the ads have in common?
What differs about each ad?
What are the characteristics of the ad?
Who is the ad targeted towards?
Summary

Which commercial was most effective and why?
AIM: How can we analyze
advertisements?
Thursday
2/6/14
DO NOW: What is your
ad? Why did you choose it?
HW: Vocab Unit 6 Quiz
Tuesday.
Analyze your ads for:



Product- What is the as selling
Technique- What technique is used- look at
notes.
Effectiveness- Is this ad effective? Why or why
not?
What makes an ad
effective?
Now Swap your ads with someone else..


Analyze these ads for Product, technique and
effectiveness.
Do this for at least 5 ads.
Summary


Why do we analyze an ad for product, technique
and effectiveness?
Why is it important?
Monday
February 4, 2013
AIM: How can you make an advertisement of your
own?
Do Now: What is your favorite type of
advertisement? Print ad, Radio ad, or TV ad?
Why?
Homework: Vocab unit 6 quiz Tuesday!
Project outline and packet due Thursday!!!
Completed project due Tuesday, 2/18!!!!
http://www.superbowlcommercials.org/23531.html
For each of the following:
Identify the product
Technique
Appeal
Advertising Assignment
Assignment: With the members of
your group ( no more than 3) you
must choose to create a print ad,
radio ad, or a television commercial
for a consumer product incorporating
at least one of the advertising
approaches discussed in class.
You will complete the Advertising
Project Packet and Outline by
Thursday.
Finished project is due Tuesday, 2/18.
PRINT AD
Must include ORIGINAL
slogan and ORIGINAL
visual image or symbol.
RADIO AD
Must include an ORIGINAL
slogan and ORIGINAL
script.
Television Commercial
Must include a storyboard.
30 second commercial
Must be approved before
being shown in the class.
CLASS TIME
The project will be presented
in class
You will have a week in class
to work on your project so
make sure you have all the
materials you need with you.