Slide 1Slide 2THE MASS MEDIA!!!!The Mass Media…The Term “Media”…The Importance of ContextSlide 7A screenshot of my CNN Homepage—notice anything?News as EntertainmentADVERTISING: What Ads DoSlide 11Comparing adsSlantMEDIA LITERACYMEDIA LITERACYADVERTISINGDefenses of AdvertisingCriticisms of AdvertisingCommon Advertising Ploys: HumorCommon Advertising Ploys: Catchy Slogans and JinglesBonus Time!!!Slide 22CRITICAL REASONINGWeek 9: Class 1THIS WEEK WE’LL BE DISCUSSING MY FAVORITE TOPIC…THE MASS MEDIA!!!!The Mass Media…refers to all print or electronic media intended to inform, entertain, or persuade large audiences includes news broadcasts, sitcoms, talk shows, soap operas, music videos, movies, magazines, newspapers, radio shows, CDs, posters, fliers, advertisements, comic books, novels, and textbooks.The Term “Media”…is also used to indicate the producers of, and contributors to, media creations thus, we refer to journalists, news anchors, camera operators, performers, and so forth as “the media.”The Importance of ContextIn many cases, rather than offer a thorough examination of an issue in all its complexity, the media actually distort meaning in their presentation of the news.Super Secret Bonus Time!!! Email Patricia with two DETAILED examples of a media source distorting the meaning of a story by way of their presentation by 5:30PM Tuesday, August 20.How do various media “afford to provide services at little or no charge to consumers”? By selling advertising!A screenshot of my CNN Homepage—notice anything?News as EntertainmentWhen reading or viewing news pieces, think about who Selects events and details?Why do some topics make the News?What don’t some topics make the News?Who arranges and organizes the stories you hear?ADVERTISING: What Ads DoAdvertisements have two basic functions: to inform and to motivate. Sometimes these two functions support each another, but often they do not.A good ad is truthful, informative, and persuasive. If it is humorous, thought-provoking, or entertaining, that’s all the better.How do various media “afford to provide services at little or no charge to consumers”? By selling advertisingComparing adsHow do ads reflect differences in the readership or viewership of the particular station, website, magazine or newspapers you look at? Consider such characteristics as the education, interests, hobbies, economic class, political views, and social status of the intended consumers.SlantWhat is a slant?Is there ever a true report?MEDIA LITERACYWe need to develop media literacy—“the ability to effectively and efficiently comprehend and utilize mass communication.” What message is being sent? What specific, factual information is being delivered? Am I willing to regard the information as accurate? Can I separate the information from how the information is delivered? Is the reporter’s language emotionally charged, euphemistic, vague, or ambiguous?MEDIA LITERACYWhat is the larger context from which the information has been selected? What do I need to know about what happened before this event took place? What can I do with what I have heard, read, or seen? Is the information I’ve just received giving me nothing more than a cat’s-eye view of the world, or can I use it to change my plans, take some action, or solve a problem? What methods did the medium use to attract my attention to this piece of information and to hold my interest? What appeals were made to the audience’s emotions?Who appears to be best served by the way in which the story is told? Is there a clear tie-in with a manufacturer, corporation, or service provider?ADVERTISINGWhat Ads DoAdvertisements have two basic functions: To inform To motivate. Sometimes these two functions support each another, but often they do not.Defenses of AdvertisingWhat are some defenses of advertising? employs a large number of talented writers and producersinforms consumers about available products and servicesSome ads promote the public interest by informing consumers about health and safety issues.Defenders of advertising also argue that by giving media the financial backing it requires, advertisements allow “free” non-government-regulated programming, thus promoting greater freedom of expression.Criticisms of AdvertisingHow many times during the week you have thought about the things you really need as opposed to the things you would like to have.Where did these needs and desires come from? Does our culture put too much emphasis on material things? Are ads primarily responsible for persuading us that we cannot be happy without the latest fad clothing or gadget?Common Advertising Ploys:HumorGrabs our attentionCloses down our critical defenses.The purpose of humor in advertising is to create in the viewer or listener a pleasant and memorable association with the product.Common Advertising Ploys: Catchy Slogans and Jingles What are some examples of these?I’m lovin itEasy, breezy, beautiful, CovergirlAlthough the strategies used in advertisements are often subtle and difficult to categorize, most ads use some variety of the fallacies we have already studied.Bonus Time!!!The following slide has a list of slogans and a list of possible answers. Email Patricia with your answers by 5pm Thursday, August 22 and, if you get enough correct, you’ll get a nice bonus. Bon Chance!1. More bars in more places. 2. Can you hear me now? 3. Grab life by the horns. 4. So easy a caveman could do it. 5. You can do it, we can help.6. They keep going and going. 7. The great American chocolate bar. 8. Think outside the bun. 9. Like a rock. 10. What’s in your wallet? 11. Eat fresh. 12. I’m lovin’ it. 13. Finger-lickin’ good. 14. Raising the bar. 15. We’ll pick you up. 16. M’m, m’m good. 17. They’re grrreat! 18. Got a little Captain inYOU? 19. Moving forward. 20. Obey your thirst. 21. What happens here stays here. 22. When you’re here, you’re family. 23. Save money, live better. 24. The fun ships. 25. Taste the rainbow.a. Home Depot b. Skittles c. Capital One d. Taco Belle. Kellogg’s Frosted Flakes f. AT&T g. Cingular Wireless h. Dodgei. Chevy trucks j. Hershey’s k. Geico l. Subwaym. Captain Morgan Rum n. KFCo. Verizon Wireless p. Wal-Martq. Carnival Cruise Lines r. Las Vegas Convention Authority s. Olive