June 5, 2013
As we first started our media unit, I truly had no idea what to expect and certainly did not think that my newly acquired knowledge on the subject would have such an impact on me. Before this unit, I never really noticed how much media impacted my life. However, as I began to learn about all of the different techniques and appeals that are used daily, I started to realize that I do base much of my life on the things I see in the media world. This is a little disturbing for me to realize because I now know that it is exactly what the media wants. It makes its commercials and advertisements based around what their audience wants to see. In this respect, it is safe to say that I had fallen into the media "trap."
Because I am now aware of all the techniques that the media uses, whenever I see an advertisement that I like, I analyze it closely. I feel like because so many people are not aware of the media's intentions, they often give in to it much too easily and automatically buy the product because they are attracted to the advertisement or commercial. I believe that if more people become aware of the media, like I got the chance to do, they too would realize that they aren't necessarily being "lied" to, but are being persuaded unfairly through techniques such as testimonial or glittering generalities. Because I am now aware of all of the appeals and techniques used by media companies, I realize that they are there only to appeal directly to me so I will be attracted to whatever product they are trying to sell.
I definitely think that this unit has made me more media literate. I never used to analyze commercials, yet now I can break them down and understand the deeper meanings. At the beginning of this unit I remember paying close attention to commercials purely because I needed them for my media blogs. However, because my knowledge on the subject is now much greater, I sometimes catch myself sub-consciously analyzing them whenever I see them, whether it be a magazine ad, a commercial, or even something on the radio. I actually enjoy analyzing these commercials now because I know what to look for. Before studying the media, I had no idea how I was possibly going to break down a commercial. However, the more I practiced and the more I looked at the different techniques and appeals, used, I figured out that it is actually very simple. The media bases its advertisements around us! For this reason alone, I am now very careful on how much media I consume. I also don't get as agitated by certain commercials because I know their only intention is to appeal to a certain group of people.
Having media literacy is something that I find to be very valuable and important. I think it is vital knowledge to have in order to keep from falling into the "trap." I also think it is important to be an educated consumer because it helps from giving in to this so called trap. For instance, I just saw a commercial for eye drops, starring a woman with very blue eyes. An educated consumer would realize that this product most likely does not bring the images that the woman in the commercial portrayed.
Overall, keeping this blog was a way for me to learn more about the media world in a fun and hands-on way. I liked that we did this as a class because it gave me a chance to hear what my peers had to say. After thinking about all my newly gained knowledge, I am actually a little disturbed about how much the media knows about a target audience so they can appeal directly to them. All in all, I think this unit should be included in every school because it is a vital skill to have in the modern day as we encounter thousands of advertisements everyday.
Wednesday, June 5, 2013
Sunday, June 2, 2013
Ultra Last Kitty Litter
June 2, 2013
Personally, I love this advertisement and find it very effective. I find it very clever and being a cat owner myself, very easy to relate to! I like all of the little details and actually find it a bit humorous. I have seen this advertisement in many magazines and it never ceases to entertain me.
One thing I like about this cat little ad is the use of color. I like how the color of the cat inside the house matches the color of the Ultra Last box and the orange border on the right side and bottom of the advertisement. I think this scheme helps the viewer to remember the product.
One of the basic appeals used in this ad is the "need to nurture." We don't want our cats to have to use the bathroom in a dirty, smelly litter box. However, this ad gets the point across that with Ultra Last litter, this problem can be fixed without a problem. Another appeal used is "the need to satisfy curiosity." Because it is a little strange that the cat is as big as the whole house, the reader will want to read the advertisement to see what it is all about.
This advertisement contains a lot of advertising techniques, one of them being "plain folks." The house is nice but not overly fancy and the mom and her two kids look like an ordinary family. The mom is dressed nice, suggesting that she is probably on her way to work while her kids both have backpacks on. By using the plain folks technique, it shows the reader that you don't have to be wealthy to use this cat litter. Another technique used is the "wit and humor appeal." The fact that the cat is taking up the whole house and its tail is coming out of the chimney is humorous to me. I think it efficiently gets the point across that without the proper cat litter, the smell of their litter box can fill the entire house. Another technique used is "magic ingredients." At the bottom of the advertisement it says that Arm & Hammer Baking Soda is "the secret to controlling litter odors even if you miss a scoop." The "glittering generalities" technique is also used as the advertisement stresses the idea that Ultra Last destroys odor longer. By using this technique, the reader discovers that Ultra Last must truly be the most effective cat litter.
Overall, I think this advertisement is very effective and really proves to the reader that Ultra Last is the best. After I viewed it, I felt confident that this product is the perfect cat litter.
Maybe it's Objectifying? Or... Maybe it's Maybelline?
What I don't understand about this advertisement is why it is a product for women, yet it is objectifying a woman at the same time. This ad is obviously for makeup which is why I understand why they chose to put a giant face in the background. However, I don't have any idea what the women on the right side of the ad has anything to do with the product. The Misrepresentation video we recently watched talked a lot about how women nowadays are seen as objects. This advertisement does just that. The product is for face makeup, yet the woman's face on the right is very small. What is seen most of this objectified woman are her long legs and risque outfit. I do not think this ad is nearly as effective as it is annoying.
One of the basic appeals definitely used in this ad is the "need for attention." The blown-up, flawless face in the background captures the viewers' attention. Also, as I looked at it more closely, I noticed that the shoulder underneath the chin is bare, suggesting that the woman probably doesn't have clothes on. Another reason why this appeal is prominent in this commercial is because of the woman on the right. She is pretty and of course, skinny. Her stance and look capture the attention of the viewers.
One of the many advertising techniques used in this ad is "transfer/association." By using a flawless face and a pretty, skinny model, the viewer is more likely to find the product desirable and might even persuade them to purchase it. Another technique used is "glittering generalities." This ad states eight different things that the makeup can do. For instance, it smoothes, hydrates, enhances, etc. Also, at the very bottom of the ad is says, "Maybe she's born with it, maybe it's Maybelline." I interpreted this as saying, "it is okay if you aren't naturally pretty because Maybelline makeup will make you pretty!" Another technique used is "simple solutions." I think this ad was trying to relay the fact that if you buy this makeup, you will have flawless skin and will become very beautiful.
Overall, I really did not like this advertisement. I still can't get over the use of the objectified woman on the right. Why does a makeup ad feel the need to include a woman who is wearing a shirt with only one of her buttons buttoned, short shorts, and huge heels on? Personally, I think that if an advertisement needs to catch their viewers' attention in such an objectifying way, then their product must not be very good. I do not like this ad and don't find it very effective.
Monday, May 27, 2013
Sour, Sweet, Gone.
I was actually looking for a different commercial when this one popped up. This commercial used to air all the time and was one of my ultimate favorites. I love how the Sour Patch moto is "sour, sweet, gone" because that is actually exactly how they taste. I think this commercial effectively portrays exactly how Sour Patch taste using actions.
One thing that I like about this commercial is the colors. I like how many of them appear dull so the red sour patch kid can really stick out during the ad. Because the sour patch kid stood out so well my attention was shifted to him throughout the whole commercial and by the end, I knew it was a commercial for Sour Patch Kids before they even announced it.
I think the most prominent appeal used in this commercial is the "need to satisfy curiosity." Most people do not wake up with half of their hair cut off so I was curios as to what happened. As the sour patch figure came into play I noticed the direction in which the commercial was going. As the sour patch turned sweet, I think the "need to nurture" came into play as it hugged the leg of the girl.
Many common advertising techniques were used in this add, one of them being "plain folks." The main girl looks to be an average teenager. Her pajamas are normal along with all of the furniture in her bedroom. I also think this commercial uses the "wit and humor appeal" because I think it's a little humorous how a sour patch kid cut of the hair of a girl while she was asleep. Another technique found in this commercial is the "gestalt." One of the characteristics of this technique is odd relationships which is exactly how the one between the girl and the sour patch kid can be described.
Overall, I think this commercial is pretty effective. I like how it is different than many of the other commercials out there because it makes it unique and memorable. Also, I think the Sour Patch Kid product was portrayed in a positive manor.
Don't Let Food Hang Around!
I personally think this commercial is very strange, yet effective. The fact that some kind of mashed potato and meat airplane combination goes from a woman's tray to the seats next to her is a little creepy. Despite its utter weirdness, one factor I found to be effective was the color scheme. I noticed that about 99% of the colors were blue and white which matched the colors on the gum packages. I think that this was done in order to help ensure that the gum would stay in the viewers' minds to make an impact on them.
This commercial uses many common advertising techniques, one of them being "plain folks." The commercial takes place on a plane in what appears to be the middle class section. Even though the main woman has nice clothes on, her seat in the plane and also the people around her seem to be average, ordinary people. By using plain folks in this commercial, a message can be relayed to the viewers that you don't have to be some rich or famous person to have Orbit gum work for you. Another technique used is the "wit and humor appeal." I think this was used when the mashed potatoes and meat were talking and joking around with each other while sitting next to the woman in the plane. I think because this part was so funny and weird, it really catches the viewers' attention and makes them want to keep watching. Another technique used is "simple solutions." I got the impression that if I chew Orbit gum, then I will automatically have a mouth rid of food and a front tooth that sparkles whenever I smile.
Like the common advertising techniques, I think the basic appeals are also a prominent part of this commercial. One basic need used is the "need to satisfy curiosity." I knew that as soon as I saw the talking food I had to keep watching to see why they were there and what their role in the commercial was. Because I was so curious about them, I ended up watching the whole commercial to find out that it was about Orbit gum. Another need found in this commercial is the "need for attention." No one wants to have food stuck in their mouths but by chewing Orbit, you can have not only a clean mouth but bright, shiny teeth as well!
Overall, I found this commercial to be very effective. I thought the talking food added a good touch to show how annoying unwanted food can be. I also liked the Orbit spokesperson woman because her accent attracted me and she also looked very clean to add to the cleanliness portion of the commercial. After watching this commercial, I was swayed to buy Orbit gum.
Sunday, May 19, 2013
Audi "Prom"
First off, let me just say that I love everything about this commercial. The plot was great and I think that the car was represented effectively throughout. I thought the background music played a key role in the plot. I don't really know how to describe the sound of it... I would say it was upbeat but had a sort of aggressiveness to it. I thought that the sound of it set up the actual prom scene perfectly as well as the scene where the boy is driving back home with a black eye. I liked how a lot of the colors were darker because I thought it made the Audi appear shinier and brighter to get the viewer's attention.
One of the advertising appeals present in this commercial is the need for affiliation. As the boy drives to prom he is alone. However, after he kisses the girl and gets beat up, he drives home in his Audi with some friends as they say stuff like, "Man that was awesome!" etc. Another appeal present is the need to dominate. At the beginning of the commercial the boy seemed a little shy but as his got in his dad's Audi his mentality shifted and he gained confidence and determination. I thought this represented the fact that with an Audi, you can gain the power you have always wanted. Lastly, the need for autonomy is found in this commercial. The boy was probably not the most popular guy in school but as soon as he walked into prom and kissed the girl, he was automatically singled out in the crowd, and even though he got punched, he was satisfied. I think this appeal relates to the car if to say that like the people who drive them, an Audi will stand out on the road from the other cars.
One common advertising technique used in this commercial was simple solutions. I think this commercial tried to show that by driving an Audi, you will get this mentality about you where you can dominate anything. Also, at the end when the Audi sign is showed, the quote "Bravery. It's what defines us." is shown. I thought this adds to the simple solutions technique to show that by driving an Audi, you will find your bravery from within.
This has and will always be one of my favorite commercials. I think it is effective in portraying that an Audi is an awesome car and will make the owners awesome too. I think all of the different factors, from the lightening to the plot, make this commercial great. I have seen this commercial numerous times, yet would not mind watching it again.
He Ate the Bones!
One thing that is great about this commercial is that I actually enjoyed watching it. Most of the commercials that I see on TV I feel like I am forced to watch, yet this one made me feel differently. I thought it was actually funny and entertaining, unlike most of the commercials that I see.
First off, I think the appeal used in this commercial would probably be logos. Although it's funny and some people might have a sort of emotional connection to the commercial, I believe that the information found in it ultimately makes it logos. It talks about how the chicken is now boneless as well as a little insight on how it is made and the price it is being sold at.
Aside from the three basic appeals, one of the most prominent advertising appeals used in this commercial is need to satisfy curiosity. As the father finishes his chicken with no sign of the bones anywhere, many viewers might get curious, like his daughter did, as to where they could have gone. However at the end of the commercial we find out that he did not in fact eat the bones, instead he ate KFC's new and improved boneless chicken! By using the need to satisfy curiosity, the viewer is captivated and wants to find out for themselves what exactly is going on in the commercial. Another appeal used in this commercial is the need for attention. The first time I saw this on TV I wasn't really watching, yet when the man started to scream, "I ATE THE BONES!" my attention was shifted completely to the screen. Much like the need to satisfy curiosity, I think the need for attention was used in this commercial to attract the viewer's attention.
One common advertising technique used in this commercial is weasel words. After the plot unfolds, the image shifts to pieces of chicken as it says, "Get four mouthwatering pieces." As viewers hear this, they might assume that KFC boneless chicken is really good enough to make your mouth water. Another technique used in this commercial is plain folks. The father and his two kids seem to be of middle class. They are wearing ordinary clothing and from the objects around them, it looks like their house is middle class as well. Another technique present is the wit and humor appeal. To see an adult freak out is humorous and catches the viewers attention. Finally, the repetition technique is definitely used as the father says, "I ate the bones?!" numerous times. When I heard the sense of panic in the repeated line, I was attracted to the commercial to see what the resolution would be.
All in all, I thought this was an effective commercial and have watched it countless times because I find it so amusing.
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