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.
Sunday, May 12, 2013
Sofia Vergara Pepsi Ad
I personally think this advertisement is very effective. I like how the color scheme relates directly to the colors of the Pepsi product. I also like the placement of the Pepsi cans. One of them is towards the center of the advertisement while the other can be found towards the bottom. I also think the ad was effective because it has the well-known, Modern Family star, Sofia Vergara, in it.
I believe the appeal used in this advertisement is pathos. As soon as I saw it, I was drawn in by everything in the picture. For me, the look on Sofia Vergara's face showed me that she is enjoying her diet Pepsi. However, I also think the appeal could be ethos. Because many people strive to be like the celebrities they see on TV, seeing Sofia Vergara with a Pepsi product gives the ad credibility.
I think the need for attention appeal is used in this advertisement. Being that Sofia Vergara is very pretty, people might see the advertisement and think that if they purchase diet Pepsi, they will be viewed like a star with perfect skin and shiny, perfect curls. Also, because Vergara is skinny, people might believe that it is due to the fact that she drinks diet Pepsi instead of regular. Another appeal used in this advertisement is the need for aesthetic sensations. The color scheme of the advertisement along with Vergara's beauty have the capability to attract the viewer. Also, Vergara's body language and the overflowing glass filled with diet Pepsi at the bottom of the screen both have a gracefulness about them which also attracts the viewer.
One advertising technique used in this advertisement is weasel words. At the top right of the ad it says "nothing refreshes like a diet Pepsi." There are no statistics that back up this saying, instead it is just there to attract people to buy the product. Another technique used is testimonial. Seeing Sofia Vergara associated with the diet Pepsi product might encourage people to buy it. Overall, I liked this advertisement and found it to be very effective.
Rice Crispy Treat Commercial
I remember seeing this commercial when it first came out and really enjoying it. The center of the commercial, the rice crispy treat, fits perfectly into the plot about growing up and a parent's love. I like this commercial because it is something that both children and parents can relate to. I believe that it positively portrayed the fact that while children are going to eventually grow up, they will continue to need their mothers.
I believe that the emotional appeal used in this commercial was definitely pathos. I had a big emotional response when the boy pulled out his rice crispy treat from his pocket only to find that his mom had written his locker combination onto the cover. Another reason why I was drawn emotionally to this commercial is because like the mother in the commercial, my own mom knows me very well and even when I don't ask her directly for help, she knows what I need and is ready to help. Finally, the background music added to my emotional connection to this commercial. The music started playing as the boy was walking into the school but stopped after it became apparent that he had forgotten his locker combination. However, as soon as he realizes what his mom had done, the music starts playing again to add to the "happy ending" feeling.
I think that the most apparent advertising appeal present in this commercial is the need to nurture. As the mother begins to ask her son multiple questions like "did you bring your lunch?" or "do you know where your classroom is?" the viewers can tell that she really cares for her child. Another appeal found in the commercial is the need for guidance. The boy believes that he has everything under control and that he no longer needs his mother's help. However, even though he didn't ask for her help, the boy's mother guides him by writing his combination on his rice crispy wrapper. This commercial portrays the mother's maternal instincts very well.
The common advertising technique used in this commercial is plain folks. The commercial is for rice crispy treats which are just a basic food product. Also, the mom and son are just normal people that many viewers can relate to. Because the commercial has a happy ending, it shows that ordinary people can find happiness through rice crispy treats, much like the mother and son did. Overall, I really enjoyed this commercial and thought it portrayed the rice crispy product very well.
Sunday, May 5, 2013
Can I please just start off by saying that if you are fan of the Snuggie product then maybe you should not read this blog. I think that Snuggies are the most ridiculous thing I have ever heard of and ever since seeing this commercial many years ago, I have to change the channel every time it comes on to prevent myself from laughing hysterically. I'm not really sure why, but everyone in this commercial looks overly happy, like wearing a Snuggie is the best thing that has ever happened to them. However, the thing that confuses me is that I still cannot tell how a Snuggie differs from a bathrobe or even a sweatshirt.
I guess one of the appeals that is evident in this commercial is the need to nurture because with a Snuggie, you can read a book with your kids, cuddle your baby, and pet your dog in your lap! Another appeal that I think this commercial tried to make evident is the need for affiliation. According to the commercial, the Sunggie is great for talking on the phone or for attending sporting events. As the mother figure sat on the couch, talking on the phone with her Snuggie on and a smile on her face, it was almost as if the producer was expecting the audience to make the connection that if you buy a Snuggie you will not only be surrounded by warmth, but you will also have great friends who contact you. Also, I don't know if it was just me, but in the sporting event scene it looked pretty candid how as the camera flashed on the family wearing Snuggies, they were located in the exact center of the bleachers with their friends situated all around them. Not surprisingly, they were also all smiling and clapping as if they had just received the best news of their life.
I think the emotional appeal portrayed in the commercial was pathos, although it was a little tricky for me to tell. Towards the middle of the video, I no longer felt like I was watching a Snuggie commercial but rather I felt like the channel had been turned to an old episode of "The Price is Right." I am not sure what the point of the game show music in the background was but it did not have a positive affect on me. I think the commercial tried to connect with the audience by showing that if you purchase a Snuggie, you will live a life free of hassle and full of warmth and happiness.
The advertising technique that was used in this commercial was repetition. After watching the two-minute commercial the words "ultra soft and ultra warm" were engraved into my head. Overall, I thought this was a very cheesy commercial and did not like it one bit!
Nike: Reach Farther
One of the main reasons why I enjoy Nike ads so much is because they are simple, yet successfully get their point across. I also like them because of their color scheme. Many of the Nike ads I see have a black background while the item they are emphasizing has a color that stands out compared to the rest of the ad. Lastly, Nike is my preferred sports brand so I play a little favoritism.
One appeal that I think is definitely portrayed in this ad is the need to achieve. Upon seeing this ad, my attention was directed primarily to the golf club before I noticed Tiger Woods in the background. Because Tiger Woods has achieved so much in his golfing career, I think the creator of this ad thought that when people affiliated the club with Tiger, they would think that if they bought the product that he was portrayed using, then they would achieve the same success that he did. Another appeal that I connected to this ad was the need to dominate. The main reason why I made this connection was because of the two capitalized words at the top of the ad: "REACH FARTHER." When put together, this phrase is inspiring and pushes people to go above and beyond in order to dominate.
The emotional appeal that I think this ad represents is pathos because of the phrase at the top and the intense color scheme. In this ad, the phrase "reach farther" can really have two meanings. Like I said before, one of the things it could mean is to reach farther in your life in order to achieve the things you want. However, because it is an advertisement for a gold club, it could also mean reach farther with the club in order to hit the ball the farthest or have the best swing possible. Either way, the phrase catches the reader's eye and is inspiring (at least I thought it was). Much like the phrase, the color scheme also inspires me because it is fierce and really stands out. It makes me feel like if I use the golf club, then I will be the most powerful golfer in the world.
Although I believe pathos is represented a lot in the advertisement, I also think that ethos is as well. Because Tiger Woods in greatly known for her superb gold talent, I think he gives the ad credibility. Let's face it, everyone wants to be able to golf as well as Tiger Woods, and who knows, maybe if you use the Nike golf club, then you will be able to!
I think that the advertising technique that is most apparent in this advertisement is the testimonial. Because the advertisement shows Tiger Woods swinging the Nike golf club, it is suggested that his success came while using the product. Overall, this advertisement had a very positive affect on me.
Sunday, April 28, 2013
York Peppermint Pattie
The York Peppermint Pattie commercial has always been one of my favorites. One of my favorite elements about this commercial are all of the different sounds. Whether it is the sound of the pattie breaking, the wind noises in the background, or the narrator's voice, something about them just makes me really drawn to the commercial. Also, the facial expressions of the girl after eating the pattie makes me feel like it would be very delicious (which they are!). One of the things that I believe this commercial does very well is the way in which they potray the appeals.
The appeal that I think is most evident in this commercial is the need for attention. Whenever the girl takes a bite of the pattie, it zooms in on some part of her face whether it be her teeth, hair, or eyes. Personally, I think the eyes are the best example of this appeal because they bring a lot of attention to her. Because they are so blue, they are very luring and attract a lot of attention to her. Also, she is not wearing any make-up so there is a certain natural beauty about her. Because the zoom-in of the girl's eye can be seen when she takes a bite of the pattie, my attention is brought back to the chocolate as I wonder if it is truly as good as her reaction is making it out ot be.
I think that this commercial uses pathos to gets its point across. All of the different sounds spark an emotional response from me. When I hear the peppermint pattie breaking, the sound it makes is refreshing to me. Also, the wind noises make me feel like the patties are cool and fresh. Lastly, the narrator's voice has a certain tone to it that brings everything together. Another aspect from the commercial that sparked emotion from me was the girl's facial expressions. Based on the way she acted, I got the feeling that York Peppermint Patties are very good. This commercial had a positive effect on me and after deciding to try York Peppermint Patties, I realized that are definitely as good as the commercial makes them out to be.
....That's Why We Bought a Subaru
Ever since I first saw this commercial I have loved it. One of the many reasons why I like it is because it is relatable. Many fathers can relate to the protective dad while many teenagers can relate to the daugher. Also, I think that this commercial potrays nicely the fact that all kids are going to grow up, yet with a Subaru, they will always have a certain family connection. This commercial also made me feel very safe. While watching, I got the feeling that the dad was very protective over his daughter, but the fact that he gives her the keys lets me know that Subarus are safe and family-friendly cars. Like most parents, I think that the dad wanted the best for his daughter which gave me the feeling that Subarus must be the best of the best.
The appeal that I think is best portrayed in this Subaru commercial is the need to nurture. Because the father gives his daughter numerous instructions on what to do, it is evident that his best interest is his daughter's safety. Another appeal that I believe is portrayed is the need to feel safe. The father's protective and loving persona shows that he wouldn't let his daughter drive in just any old car. However, the fact that he allows his pride and joy to drive in a Subaru proves to me that it must be very safe.
This commercial definitely uses pathos to get its point across. At the beginning of the commercial, the relationship between the loving father and the innocent little girl has a certain cute factor. This appeal only continued as the little girl turned into a teenager. However, the part that really got to me emotionally was when the daughter pulled out of the driveway as her dad waves goodbye to her. As the commercial progressed and the little girl turned into a teenager. Although I was sparked with emotion throughout the whole commercial, the part that I believe had the biggest emotional appeal was at the very end when the music began to play and the word "love" shuffled on the screen. Once that scene happened I was fully captivated into the commercial and was totally persuaded to buy a Subaru.
Subscribe to:
Comments (Atom)