Reflecting Back

After watching numerous media documentaries in class, I have heard countless times that media is what is impacting our minds, interfering with our lives, and controlling us. It is really so? Looking back, my definition of media was pretty faint and indistinct. Media is only television and radio and internet. Nothing special, at least nothing so special enough to affect my life and perspective of the world.

Ohh how wrong I had been! It’s these kinds of feeble minds that make up most of the media population. And it’s these kinds of minds that are making marketing advertisers successful. Most of us process the information that is thrown at us with no intention of actually analyzing it. When we see a commercial on T.V. or print ad in a magazine, it’s the unique decorations and distractions that attract us. What is this actually saying and why are we so immersed in them? We consume media daily and we cannot control this consumption.  In this 21^st century era, media is everywhere. It’s almost impossible to not consume any media. They force feed it to us and it is pretty scary.

Before taking this Critical Thinking class, I was pretty much oblivious. My media literacy was undefined and weak. I consume so much a day and not know that this affects my daily life tremendously. Linking back to the documentary Miss Representation, media is humongous and pretty big.  Watching that and many other ones before, I have no other option but to conclude that media does control our minds and emotions. It’s what makes us appear how we do and act how we appear. If Justin Bieber is promoting his new fragrance, and the commercial shows that you can be his girlfriend by using that perfume, then God knows how many girls will go get that perfume. Trends and what’s “cool” is always changing. This semester, I have learned that a key in advertising is finding the focal point of media’s largest marketing audience: teens. What advertisers are doing is researching our interests and making the product from there. That is what attracts us, they sell us what we like and favor using various techniques and appeals. But despite the attractions, understanding and analyzing these techniques and appeals can cause us to be media literate. Because the media and the marketing world impacts our lives so much, it is important to be an educated consumer. It is important to know what we consume in such a big market. During these couple of weeks in studying the marketing world, I have learned numerous ways to consider and analyze the media. I have learned to identify which techniques and appeals are being used to attract, recognize methods used to deceive, and distinguish between devious information and messages.  

Because of keeping this Media Log updated and analyzing countless commercials and advertisements, it has been more than an assignment to notice more media. It has been a daily habit to note and interpret these findings that I find attractive.

In the 21^st century today, everyone is affected by media. And it is common for people to have different perspective and views that represent messages the media gives us.

I would like to say that the media is, whether many of us are aware of it or not, a part of us.  It affects us in a way that does have an impact on how we live our lives. And sometimes, we can’t control this impact. But what we can do is understand the techniques and appeals to be a more educated consumer, to have more media literacy.

From taking this Critical Thinking class and studying this media unit, I am not going to lie, I think I have actually learned somewhat something I can be sure of using in the future. I can now say I have media literacy and am consumer educated! 

"Silly Rabbit, Trix are for kids!"

When I was a little kid, all I remember really eating was cereal. I loved cereal. Its easy, simple, and tastes extraordinary. My favorite you ask? Trix.

Just thinking about it makes me want to eat a big spoonful right now. Yum … And better yet, they have this new 3 swirls thing?!?!?! I have never heard about it! You know what this means, I HAVE TO GET THIS!

It’s my physiological needs that appeals to me. As many of you may now know, I love food. And this was just my all-time fave when I was six. Food is an essential in life and all those advertisers need to do is add a little magic ingredients to attract us. 3 New Swirls! Ooooooh! Whatever can this be? When we hear and see this type of technique, we immediately bring all our attention to this. We want to know what it is and how it tastes.

In the commercial, the overall background and police people have no color and are dark and boring. What does have color is the kid that turns into the Rabbit. Him and the cereal are a=with color and looks as is if it is them that only have life. This affects our focus and attention dramatically. Our concentration is now mainly focused on this color because it pops out to us.

Oh what those advertisers do to our feeble minds. Dearest Mother, we have to go to the market right now! I want to try this new cereal!

These advertising techniques and basic appeals are common and known to many people, I have once again fallen for them. 

Nature's soda

Oooooh! That looks pretty! I like!

This advertisement uses the need to escape to catch attention. Advertisers want us to get that idea that if we drink this, it will be like escaping to this beautiful and pretty mountainous meadow. As Jim Fowles describes it, “the idea of escape is pleasurable” and this attracts us. We input this picture inside our minds and some of us, silly as we are, think it is real.

Bam! WAKE UP! It is not real! Sorry, but let’s come back to reality. No one will take a sip of soda and appear in this beautiful meadow. It’s just not going to happen.

What advertisers want us to associate with this brand of soda is the that it is refreshing, natural, and it tastes good. They accomplish this mainly by the color. Blue and green naturally gives off a fresh and cool effect, which is why they used so much forest and water in this advertisement.

The soda would drink if nature drank soda. ‘It’s the most refreshing thing I’ve seen since me.’ – Lake. Haha! How funny! This technique can also attract us. I’m not going to lie, the Lake’s quote did make me smile. Some customers tend to buy products that make them laugh.

Also, on the very bottom, it says it’s made with real sugar and nothing artificial. This can also appeal to certain customers. Everyone wants to hear this. Especially the word natural falls under the technique of magic ingredients. Looks and sounds refreshing. 

The Incredible Hulk wears a band aid

The Incredible Hulk wears band aids? Who knew?

The color contrast also drew attention. The background was a gradient of green, getting darker as it flowers outward. Going in the center, it gets lighter and bam! There’s Hulk’s hand.

This advertisement also attracts little kids. It’s The Incredible Hulk! And boys love super heroes. It will makes and urge boys to want this product just because The Incredible Hulk is in it. Kids right?

Also, notice how the advertisers put the actual picture of the product in the corner. It pops out. This again goes back to the color contrast. The box isn’t green and doesn’t blend in with the overall picture. This is so customers can see the actual product.

 It was my need to satisfy curiosity that made me take a closer look. What is that? From where I was at the time, I couldn’t see what the advertisement was advertising. When I got a better look,  it was for BAND – AID. When I read closer, it was the flexible band kind. No wonder why they used The Incredible Hulk. If the Hulk can wear it, then it must be flexible!

Haha, very funny. The only thing is The Incredible Hulk isn’t real! But what the advertisers are trying to get at you is that this brand of band – aid is very durable and strong. Did it work? 

A Gift From Heaven

Wow, the holidays went by fast! Christmas was warm and joyful as usual. Opening presents were, of course, the best part. This year, like any other year, Christmas shopping is described in one word: chaotic. There are those last minute sales, people rushing to get into stores, blah, blah, blah… you know the rest. It was probably the twenty – third, a day before Christmas Eve. I was still looking for a gift for someone and really had a hard time. Like really. Nothing seemed to be right. Until I saw a poster…

 No, silly you, I didn’t give someone a poster for Christmas. It was an advertisement poster. It was advertising for chocolate. And what better than to give someone a box of nice chocolates? I mean, who doesn’t like chocolate? Especially these chocolates. Ferrero Rocher. Mmmmmhnnnn. I love chocolate. They’re so creamy and rich. Yum.

When I saw this ad, it immediately caught my attention. It captures my curiosity, pleasing the need to satisfy curiosity. What is this poster advertising for? I had to take a closer step to figure out. What is that object that is falling down supposed to be?  

This one simple, basic appeal had got the best of me. I bought the chocolate.

It just looked so nice. A gift from heaven. Oooooh! Adding on, the dark, dim contrast of brown in the background made it look smooth and warm. This kind of technique gives mood to the product. The model is also wearing a white and gold Egyptian like costume with some brown sandals. The advertising technique of transfer/association is used to relate the chocolate to a god – like product. Not mentioning her three pairs of arms.

This advertisement was so effective, not only did I buy one for the gift, I bought one for myself! Maybe I could be god – like if I eat this delicious chocolate? 

Warm, Gooey, Togetherness

Have a sibling? Do you guys argue and fight over the weirdest and unimportant things? Let me just tell you. I have this super-duper annoying brother and it is just impossible, like seriously impossible, for us to NOT argue and get along. And this drives Mommy dearest crazy.

It would be the need for affiliation and need to nurture that would appeal to her and all other moms that have trouble quieting down their children. To moms, what’s better than a happy family eating cookies together? It melts a mom’s heart to see this picture. A mom’s duty is to care for her family and supposedly, Pillsbury Chocolate Chip Cookies can help.

Magic ingredients are also used in this commercial. It states that the cookies are made with Hershey’s Chocolate Chips. Ooooh! Plus one!

But, what if it’s not Hershey’s Chocolate Chips? Is there a difference? Chocolate is chocolate right? Why is it so special? Hershey’s Chocolate is very well – known and that is a key technique that advertisers and marketers use.

I’m also not going to deny that for a minute there, I had an urge to want those Pillsbury Chocolate Chip Cookies. It was physiological needs that appealed to me. Those advertisers filmed it when the cookies were baking and split it in half so the melted chocolate chips were visible. Boy, do those look delicious!

This commercial is also suggesting that this product is practical enough for ordinary people, the technique of plain folks. In the commercial, it’s just an ordinary family happily eating cookies. How sweet! Also, the background music gave the overall commercial some mood and tone. The melody was very jolly and cheerful, exactly how those advertisers want you to feel when you relate back to the Pillsbury brand. 

Just 3 Simple Ingredients

I LOVE Lay’s. They are my all-time favorite potato chips. Ever.

Hmm? I never knew that it takes 12 muscles to smile. Cool. But you know whats even more amazing? You can do that with just 3 simple ingredients! Oooooooooh!

It’s this common technique that appeals to us the most. Simple solutions. Its screaming, “If you buy this product, you will be happy!” Which, I have to admit, is pretty true for me. On the far bottom left, it states that Happiness is simple. Advertisers put this so consumers can relate this statement back to Lay’s. You want happiness? Simple, just eat Lay’s.

A couple of Jim Fowles Advertising’s 15 Basic Appeals are used to attract customers in this advertisement. Physiological needs for sure. Everyone loves a bag of potato chips. Who doesn’t? Also, the need to nurture can be satisfied. If moms see this, they will be tempts to buy this. The little girl looks so happy eating her Lay’s potato chips.  Awww!

The background colors also add to the theme and mood. Yellow associates with being full, lively, and happy. The soft, pale flush of blue and green also really make the Lay’s logo really pop out.