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Decoding Media, Buy Me!Presenter: Lissette Gomez
Overview•My presentation will provide an overview to 4 different advertisement strategies and deconstruct in detail how advertisers appeal to their target audience.
Explanation of terms and concepts•Construction•Deconstruction•Source•Audience•Text•Subtext•Pathos•Ethos•Logos
ConstructionConstruction in media literacy involves handing over the ideas and creative ownership over to the group that will produce the advertisement. They decide which ideas and messages will be a part of the brand and how it will be sold. Basically, they create the story of the product according to their own interpretation of what they feel will sell it best.
DeconstructionDeconstructing a media message/ advertisement is similar to the role of a physician. It involves seeing and hearing the message then deconstructing what is being said to get to the root and intention of the message. Who the message is coming from plays the most important role in deconstructing media. All media is created by people and serve the purpose of relaying a message to a specific audience that gives that persons opinion and point of view.
SourceThe source is the media message is the owner or client for the product. It is not the company that was paid to produce the advertisement, or market and sell the product.
Audience•The audience is the consumer. The person that the message and advertisement was created for. Usually the message is targeted towards an age, sex, or specific gender. YOU!
Text•When referring to “text” in media literacy, is inclusive of all material that can be heard or seen.