Media Literacy Advertising and YOU Media Literacy Media

Media Literacy Advertising and YOU

Media Literacy • Media: – The means of communication: TV, radio, magazines, internet • Literacy: – The ability to read (analyze and evaluate text) • Media Literacy: – Analyzing and evaluating (“reading”) media messages

Which is your favorite brand of cola? 1. Coke 2. Pepsi 3. Other

What is your favorite cola? 1. 2. 3. 4. Brand A Brand B Brand C Brand D

Facts • By the time you graduate from high school, you’ll have watched an average of 22, 000 hours of TV • That is half a MILLION commercials • These commercials dictate what you should wear, how you should look, how you should act, and what you should have.

TV Food Ads and Teens (“Watching what you eat” ) © 2007 Scholastic

Typical Advertising • TV • Radio • Print (magazines, newspapers, flyers, etc. ) • Billboards

st 21 Century Advertising • Not just commercials anymore… – Online interactive ads – Product placement – Myspace profiles – Virtual advertising © 2004 Baker

Product Integration • Companies to have their NOTE: The box of Oreospay was not on the table when products in movies, TV FRIENDS first airedappear on NBC. shows, video games, comic books, It was added when the show was made available on DVD etc. and in syndication- thus exposing millions teens more • In 2005, spent an estimated eyeballs to the product. $159 million • Advertising in video games resulted in $117. 6 million in revenue in 2004 (expected to climb to $806 million by the year © 20022009) PVI

Myspace. com and advertising • Companies create profiles for products they want you to buy – Movies – Fast food (Mc. Donald’s hashbrowns) – IPod Nano (each color has its own profile) ("My. Space, My Corporation, My Friend? ” par. 2 -6)

Virtual advertising • • • Virtual Laguna Beach CSI: NY Second Life Gossip Girl’s Upper East Side Virtual Real World Example of advertising: © 2007 Sklarew – characters can buy Pepsis in vending machine (5 MTV dollars) – if they recycle their character gets a Pepsi shirt to wear in the game (Mahmud par. 8)

Word-of-mouth advertising • Celebrity endorsements • Sponsored events or parties • Some companies have paid teenagers to “spread the word” • Some companies restrict distribution to create hype (Xbox) © 2007 Saxbryn

5 key questions • What techniques were used to get my attention? • What views are represented or omitted from the message? • Why is the message being sent? • Who created the message? • How might different people view the message differently?

Works Cited “Bad ads? Marketers go undercover to target teens. " Current Events, a Weekly Reader publication 106. 10 (Nov 10, 2006): 3(2). General One. File. Gale. VIERA HIGH SCHOOL. 26 Nov. 2007 <http: //find. galegroup. com/ips/start. do? prod. Id=IPS>. Mahmud, Shahnaz. "TV's alternate reality: nets create virtual worlds, but will advertisers follow? (Digital Strategy). " ADWEEK 48. 41 (Nov 12, 2007): 12(2). General One. File. Gale. VIERA HIGH SCHOOL. 26 Nov. 2007 <http: //find. galegroup. com/ips/start. do? prod. Id=IPS>. "My. Space, My Corporation, My Friend? (20: 00 -21: 00 PM)(Broadcast transcript)(Audio file). " All Things Considered (May 16, 2007): NA. General One. File. Gale. VIERA HIGH SCHOOL. 26 Nov. 2007 <http: //find. galegroup. com/ips/start. do? prod. Id=IPS>. "Watching what you eat. (News Graph)(Brief article). " Junior Scholastic 110. 1 (Sept 3, 2007): 5(1). General One. File. Gale. VIERA HIGH SCHOOL. 26 Nov. 2007 <http: //find. galegroup. com/ips/start. do? prod. Id=IPS>.