Mediacritppt
- 1. Antwan Carter, Kermitra Tweedy, Latoya Miller, Jessica Snyder, Nicole Haskins
- 2. Presentation Outline Celebrity Advertising Defined Why this issue is important to consider Persuasion Techniques Decoding Commercials Activity Where do we go from here
- 3. Celebrity Advertising Celebrity Advertising Defined How Celebrities Can be Used in Advertising to the Best Advantage
- 6. What do Celebrity Advertisements Look Like? Drake Sprite Commercial
- 7. VIDEO Celebrity Role Models
- 8. Kids look to celebrities as role models Kids have always looked to celebrities as role models. Now that kids are immersed in the 24/7 media world at younger and younger ages, these role models play an even bigger role. Twitter, Facebook, and YouTube Take smoking, for example. Half of kids who start smoking say they do so because they saw someone they looked up to smoking in the movies.
- 9. Clips of Celebrity Imitations 7 Year Olds Dancing To Beyonce-
- 10. Let’s Talk About It! It is important to talk about how media affects the lives of children due to the fact that they are our future. The different multitudes of media that children obtain has a significant amount of influence on children’s behavior. When children watch videos that contain explicit and obscene material, a lot of the times parents are not telling their children that this behavior is not appropriate. “ The entertainment industry would like us to believe that what they present is in some way neutral and therefore okay for even children to see” ( Sgarzi, 2003)
- 11. What else should we look for? Celebrity: Because celebrities are famous they grab our attention, and this technique is a form of testimony, therefore the celebrities implicitly endorse the product. Beautiful People: Uses good-looking people (can be celebrities) to get our attention. Fear: offers a solution to a “feared” or “disliked” problem that the target audience usually faces. Warm and Fuzzy: Another form of association that uses sentimental images to create feelings of comfort and delight. Humor: Links the good feeling we have when we laugh to the product being advertised, so that when in stores we have that good feeling and select their product.
- 12. Association: tries to link product, service, or idea with something that is already liked or desired by the target audience. Bandwagon: attempts to create the idea that “everyone is doing it”, and no one wants to be left behind. Plain-folk: Another form of testimonial, opposite of the celebrity technique, because audiences may react better to a “regular person”. New: creates the idea that new products are better and more advanced than the old ones, which is very effective in U.S. culture because of the importance of technology and progress. Repetition: The name, logo, or jingle of a product is repeated many times in one advertisement.
- 13. How to Deconstruct advertisements The first things that you should take into consideration are the: Background- Where and when does the advertisement appear? What is the length of the TV or radio commercial? What product is the ad selling? Target Audience- For whom is this advertisement intended? What is the age, race, sex, social class, values and life-styles of the intended audience? Persuasion techniques used- What techniques of persuasion have been used in the ad? Identify, name, and discuss the claims.
- 14. ACTIVITY Drake Sprite Commercial Ipod Nano
- 15. Can you Remember a Celebrity who you looked up to?
- 16. Grab the headlines, and make them teachable moments. Have a media literacy moment. Deconstruct. Engage in conversations. Report Irregular behavior to parents if necessary. Tips for Teachers
- 17. Where Do we go from Here? Common Sense Media
Editor's Notes
- #10: Nicki Minaj- Nicki Minaj is worldwide known female rapper who wears brightly colored wigs and does eccentric facial expressions as she raps her lyrics. This is a picture of my niece, Zaniyah, portraying the rapper. As you can see, the imitation of stars in the media starts at a young age. Lil Chuckie pic- As you can see in the picture, Lil Chuckie, a member of Young Money, is standing with a younger fan who is imitating his favorite rapper, Lil Wayne. The little boy is wearing a low hanging chain, platinum teeth in his mouth, a backwards hat, and sunglasses. Lil Wayne is just one of the many rappers that portrays this type of dressing style. Beyonce clip-As you can see in the clip, the image that Beyonce has significantly affects young children. For example, you can see how the little girls are dressed provocatively. In addition to that, the girls are dancing explicitly as Beyonce does in her video.
- #18: Although children see celebrities as a major influence, it starts at home, as we just saw in the clip children are very impressionable… and we will give you a handout where you can get more information on the influential techniques that are used within ads such as the one shown.