Media and Values Unit 2 (Doepker)

What do those who create media value?

Instant popularity, disposable things, cultivating followers, consumerism, body image, what is current and noticeable.

What is the only thing that can fill our fundamental longing?

GOD!

We are called by our Baptism to be...

Counter cultural and stand up for our beliefs.

6 Modern Day Media Myths:

1. The world is a dangerous place and we need guns and military to protect us.

2. Leave it to the experts, or the middle aged white men.

3. The "good life" consists of buying things that cost a lot of money. We need cars and yachts to be happy.

4. Happiness, satisfaction, and sex appeal are imminent and avaliable with the next purchase. "You could have this and be happy for just $10!"

5. Your body is not good enough, but it could be with this weight loss program!

6. Businesses are concerned about public welfare. They are there for you, certainly not for a profit.

When was image culture born?

When the photography industry was introduced.

Where do modern myths come from?

Images that come from advertising, entertainment, and news.

Advertising is a...

Multi-billion dollar industry.

Why should we learn to interpret images?

So we have control over how they affect us and our perspective.

Three phases of social exchange:

Oral, text based, and image communication.

Three examples of the "P's" of advertising:

Price- How much to sell for.

Promotion- Advertising across mass media platforms.

Packaging- Holds the brand's identity, how the product is marketed, and who it's intended for.

Data Mining

Advertisers examine the information they collect and see if different types of people respond to different types of advertisements.

Target Audience

Product Placement

Advertisers pay TV producers to feature their products on their show.

Quantitative Research

Examines the number of people who respond to an ad.

Why are teens a favorite demographic for advertisers?

They can create lifelong buying habits.

Know 3 advertising techniques

Avant Garde- Be the first of your friends...

Facts and Figures- Statistical info proves quality of product.

Simple Solutions- Fix many problems with one solution, avoid complexities.

Percentage if alcohol consumed by young people in America

11%

Tobacco Myths

1. Smoking helps control your weight.

2. Smoking is healthy.

3. Smoking is clean.

4. Smoking is a symbol of freedom and style.

5. Filtered products imply relative safety.

6. Tobacco use is an intelligent choice.

7. It is cool to smoke.

Alcohol Myths

1. Drinking is a risk free activity.

2. You can't survive socially without drinking.

3. Problem drinking behaviors are normal.

4. Alcohol is a magic potion that will transform you.

5. Sports and alcohol go together.

6. If alcohol was dangerous, the media would tell us.

7. Alcoholic beverage companies promote moderation in drinking.

Why should we be concerned about myths that sell alcohol and tobacco?

They normalize and downplay dangerous behaviors. They make these behaviors seem

How do ads and addiction relate to one another? Is the ad industry aware of this?

They can shed light on the issue and advertisements can have an impact on those who see it. They can also act as a trigger for people trying to quit.

Laws regarding tobacco and commercials

Tobacco commercials are banned.

Target women and teens.

Lots of print ads.

Laws regarding alcohol and commercials

No commercials for hard liquors.

Athletes can be in print ads only.

Generally target men and boys.

Wine ads target women.

Liquor ads present a lifestyle of elegance and glamour, target men and women.

Facts about vaping and what it does to the body

It causes a reaction similar to when your body is under a lot of stress. On edge all the time, and inhale toxins into the body.

How do alcohol advertisements negatively affect society, specifically young people?

They encourage underage drinking and promote use of alcohol in teens, causing them to be more likely to become alcoholics in the future.

Myths

Ideas and stories that motivate daily behavior.

Advertising

Public promotion of a product or service through mass media.

Consumer

A person who purchases goods and services for personal use.

Demographics

Statistics that group people together by income, age, gender, ethnicity, and geography.

Pop culture

The traditions and material culture of a particular society.

Direct advertising

Ads appeal to us consciously through billboards, magazines, TV...

Indirect advertising

Ads appeal to consumers subconsciously, they do not realize they are being marketed to.

Slogan

A repeatedly used phrase that makes products memorable.

Jingle

Audibly recognizable slogan.

Logo

A symbol or other design by an organization to identify its product or service.

Brand character

An identifiable character to visually promote a product.

Objectification

Women pictured as not human, an object for someone else's pleasure.

Dismemberment

Women's bodies are treated as separate parts.

Canting

Women posing in a slanted position prepares vulnerability, unpreparedness, and submissiveness.