2. •Are reality shows
100% real?

3. • What makes Happy
Yipee Yehey different
from Eat Bulaga?

4. • Each medium has a
unique aesthetic form
-its own codes and
interpretations
-Different media will report the
same event, but create different
impressions and messages.

5. personal needs
 the pleasures or troubles
gender
family and cultural
background

6. • How does media
contribute in forming
one’s character?

7. –proclaim values and ways of
life.
–Explicitly or implicitly
convey ideological
messages about such issues
and values.

8. •Cartoons and video
games can affect
how children
behave.
•Television can
greatly influence
the election of a
national leader on
the basis of image.

9. A relatively small
number of individuals
control what we
watch, read and hear
in the media.

12. Constructed
Has its own rules
and creative
language.
Different people
experience the same
message differently.
Contains values and
view points
Made to gain power
and profit.

13. MEDIA
LITERACY
deconstructing these
constructions
Analyze
Study

14. Advertising is any form
of communication
intended to promote the
sale of a product or
service to influence public
opinion, to gain political
support or to advance a
particular cause.

15. Paid form of public
persuasion
- To buy, support
and believe

16. What encourages
you to patronize a
product?

17. USP
Unique Selling Point
The Unique Selling
Point or USP is the
unique quality or
feature of the product
which the campaign
focuses on.

18. Ivory’s unique quality was a result of an accident
Harley Procter came up with the name “Ivory" while
listening to a bible reading at church one morning in 1879
Today, the “pure” quality remains an effective strategy

20. BRAND AWARENESS
• aims to create BRAND
RECALL
- determines the
success of the
advertising
campaign

21. Public Service Advertisements
• advertisements
sponsored by
private and
government
agencies which
promote value
messages
PURPOSE?

23. 1. Sex Appeal
• Sex is used as a “hook” to catch
attention

25. 2. Emotion
a. Positive Emotions
(E.G. Joy, Happy)

26. 2. Emotion
b. Negative Emotions
(E.G. Fear)

27. 3. Status Or Snobbery
latest models , the most hi-tech qualities, the
best performance and will make them
appear as necessary .

29. 3. Status Or Snobbery
• The packaging of the
product or the ambiance
of its venue suggest a
superior status.
• Other fast food chains
offer brewed coffee but
Starbucks could make it
appear that their coffee is
of a better quality.

30. 4. Conformity
Slogans like “Are
You One of Us?”
are very
effective to prey
on your need
to belong.

31. 5. Economy
• A special
offer….Prices have
been slashed….
Big savings…
Special Promos
• These prey on
your desire to
save money

32. 5. Economy
• “Free Stuff”
may be
attached with
these products
making you
think you’re
saving

33. Is it really free?

34. 6. Excitement, Fun, Novelty &
Adventure
•A stunt, a new wonder,
extravagant production
numbers.

35. 7. Sensual Gratification
• The promise of
soothing, comfort and
pampering
• All these offer you
bodily pleasures

36. The ambience contribute to a relaxing and soothing environment
SENSUAL GRATIFICATION

37. 7. Sensual Gratification
• Food is made up to look sumptuous
• Great Taste may be suggested in the visual
presentation of the product or the reaction
of the models in the ad campaign

38. Food Styling

39. 8. Authority & Celebrity
Characters in lab
coats
immediately add
authority and
visual credibility

40. Nike features prominent celebrities from
the sports industry

42. 8. Authority & Celebrity
CELEBRITY ENDORSEMENTS
Emma Watson, Rihanna, Madonna

43. Can ads have more than one strategy?

44. Common Issues in Media
1. Violence
2. Sex and Pornography
3. Stereotypes: Male/Female
4. Alternative Lifestyles
5. Truthfulness

45. Group Research
• Form six groups. Assign a leader and an
assistant. Each group will be asked to
pick one general media issue through
drawlots.
• Come up with a group research on the
picked media issue. The research
includes a powerpoint presentation
(maximum of 7 slides)

46. Group Research
The content of the report should be the
following: Assign a task to each member.
1.Title( Specific Media Issue)
2.Scope( What general media issue?)
3. Background and History
4. Target Market/Audience
5. Pros and Cons
6.Suggested Solutions
7.Images/Videos

47. Group Research
Write on a size 4:
Members,
Leader,Assistant and
assigned task to each.
Target Media Issue

48. CRITERIA FOR GRADING:
–Content…………….50
–Clarity………………30
–Organization……..20
–Total……………….100