“Crafting a compelling message or creating an engaging
impression is not easy (particularly when trying to reach an increasingly
digital distracted and time poor audience). It is equally difficult to make
sure that the intended memories stick to the right brand.” (Hollis, 2011)
I pretty much agree with the entire article, picking one quote was
difficult.
- I choose this quote because the trick to advertising is the first impression and grabbing the viewer quickly.
- Everyone is distracted these days except, perhaps, the very old and the very young. The agencies want those with the expendable incomes and impulsive buying tendencies.
- Ads are placed everywhere, including laptops and social media. We are constantly bombarded with every brand at every moment. So in order to get noticed the advertiser must craft a message that is quick and powerful.
- With bright bold colors, celebrity images and, if TV or radio, loud booms or love songs.
- It is all about the good vibrations.
- It’s also about brand recognition. Bells and whistles don’t work if the target audience doesn’t remember the product. A tween girls needs that Maybelline® fingernail polish, while shopping with her Mom. The guy needs the Axe® body wash to appeal to the ladies.
I choose this ad because:
- It appeals to women of all ages .
- It is bright and bold
- Maybelline is a well known brand
- Sarah Michelle Geller is a celebrity known across generations.
- What reasons
for teaching media literacy resonate with you? Why?
Because teaching media literacy must include the ability to skillfully read and write in a
variety of message forms. It’s not your grandfather’s pencil and paper anymore.
These forms include iphone cameras, camcorders and computers. Media includes so
much more than television and radio. Media literacy must be used as a tool to
build links between the classroom and culture. What I feel is tragic is that
comprehensive media literacy programs are so far behind the curriculums.
- Why is media
production important for teaching media literacy? What are the challenges?
Because posting videos on social media is a common as breathing;
students need to learn skill and responsibility. Unfortunately the reason many
of these videos go viral is because their creative abilities are squashed by parents
and school systems’ who will only approve what the parent or school system
wants. This is not new, during the sexual revolution of the 60’s and the
Vietnam War of the 70’s , journalism students were not permitted to express their
views, but only those of the administration. This is true today, parents and communities
become very uncomfortable when the topic turns to concerns of the student.
- How did the
deconstruction and creation of a magazine cover address the 4 key concepts
of media literacy programs? Give specific examples.
1. Messages are constructed.
Becoming aware of the size of print and images that make the message. Arnold
was promoting his new T3 film. He was the biggest image. To entice people to
look like him the magazine but text next to his bicep.
2. Messages are representative of
the world. Arnold is a world renowned figure and fitness is universal. The
message of the magazine appeals to many cultures.
3. Messages have economic and
political purposes and contexts. The Esquire magazine with Arnold had big political context. He was elected governor
of Calif. The purpose of texts and subtexts are to sell the magazine.
Advertisements and teasers are the big money makers.
4. Individuals create meaning in
media messages through interpretation. Everyone will read a message
differently. I am older and more cynical and really don’t believe what I see at
first glance. Deconstructing the magazine covers only proved to me, that a
book, magazine or video cannot be judged by the cover.
- Explore the Common Core Standards and find
three standards that media literacy would help you address in your content
area or interest.
I teach
adult students in a fast paced health career program. Students should graduate
from high school prepared to read, write, listen and speak. I choose 3 writing
standards, because our students come to our program very weak in these areas.
CCSS.ELA-Literacy.CCRA.W.4
Produce clear and coherent writing in which the development, organization, and
style are appropriate to task, purpose, and audience.
·
My
students must be able to assess a patient and write in a clear and coherent
way. We call it SOAP for subjective, objective assessment, plan and place it in
the media program the hospitals use.
CCSS.ELA-Literacy.CCRA.W.5
Develop and strengthen writing as needed by planning, revising, editing,
rewriting, or trying a new approach.
·
I have my
seniors do a project that involves research and presentation. So they must be
able to do all of this standard.
CCSS.ELA-Literacy.CCRA.W.6
Use technology, including the Internet, to produce and publish writing and to
interact and collaborate with others
·
This fits
right into Pierpont’s and probably Fairmont’s general education requirements.
My students are required to work in groups to present a class lecture. All of
these core standards are used.
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