Over the entire course of media studies, I grew more and more adaptive to what I consume, and how I consume it. Because I'm bombarded with advertisements and marketing everyday and every second, the necessity has risen to the point where my understanding of it should be maximized and fully cooperative. The amount of media I consume impacts my life to a high degree. The average teenager is exposed to about three thousand ads a day. Media can often change my values as a person and sometimes, my life. Being exposed to such matter isn't said to be dangerous but it does seem like it in my view. Because I think of media as a passive enemy, I tend to subconsciously divert my attention towards something else. Sometimes, it may become impossible to do either of the two as media is everywhere, even in people. The clothes they wear, the foods they eat, even the things they do have much obligation with media. If I was going to live, I must adapt even further with this media.
Being aware of media helps me adapt with it. My interactions have been more strict and I think about it more often. I'm more aware of the techniques advertisers use and why. They could be using it because of the target audience or it could be because of whatever their product is. For example, advertisers might be wanting to sell a new never before seen product. They will lean towards avante garde because it may have futuristic features and it'll put users ahead of the times. I know beforehand that this product will most likely not put me ahead of the times because it's just a simply a product. How can it put me ahead of the times? It's impossible.
My media consumption habits definitely have changed this semester. It's evident because whenever I'm watching favorite show on television, I automatically think of techniques and appeals being used in the shown commercials. It may even be a bad habit sometimes because I'd say it out loud. But for the most part, I like the fact that I'm able to distinguish those techniques in commercials. They allow me to finally enjoy watching them compared to last semester.
Media literacy is important because it comes with the skill to work with or against media. I don't want to be trapped in a world of media where I lack that certain knowledge. I'd be an easier victim which is the last thing I need. That's also why being an educated consumer is highly important. With the right education, you could worry less about what you're buying and become one of those smart shoppers everyone looks up to.
Keeping this log has given me that knowledge to be closer yet more distant with media. I say distant because I've grown to react more negatively to it. Keeping this log also renders a gateway to the ideal smart shopper. By interacting with media using this log, it's changed my mindset both good and bad. Good in the sense that I'm no longer feeling overwhelmed by my surrounding environment, and bad because I now know the fact that it will always stay there.
Thursday, June 7, 2012
Tuesday, June 5, 2012
Media Log #12: The Axe Detailer
Even though this commercial is old, it's just super memorable, probably the top memorable commercials on my list. They used many techniques and such in it that I haven't realized about a year or two ago! Now that I'm more aware of them, I can see why I was so attracted to this commercial and why it was so memorable.
Their whole commercial is about a renowned tennis star demonstrating what the Axe detailer can do to a unique group of people ranging from many ages and colors. That way, it appeals to a larger group. The target audience is both guys and females in this commercial. Females because of the "no one wants to play with dirty balls" and they're the ones who usually buy soap for their men, and men because it's a men's product in general. They have a female demonstrating it because you know, just imagine a guy doing it instead. How much of a turn off would that be? Also, why use a renowned tennis star to play this part and not any other famous person? Men like to watch women's tennis for many obscure reasons. She does do a great job on her part however. It's that testimonial technique used. Other techniques used were like avant garde because Monica is showcasing this "new" product. The way the advertise it makes it look like foreign object. It kind of mimics Steve Jobs too, the way they're amazed by such a thing. It also uses plain folks because the hosts and the audience are wearing average inexpensive clothing. The obvious technique used is wit and humor which is one of the reasons its so memorable! There are many stereotypes stuck in which I don't wish to elaborate on because of the risk of offending someone even though no one would take it seriously in the first place.
This commercial uses the need to satisfy psychological needs like being hygienic and clean. There is a need to achieve in a sense that you're using a crazy clean to dominate the dirtiness of your balls. Maybe even a need for affiliation because "no one wants to play with dirty balls."
Notice how this commercial doesn't mention the initial balls that the detailer is made for. It adds to the simple wit and humor. Because they formatted like so, they're implying that teenagers and young adults are the majority of the audience. Mature oldish people would probably be like, "What's going on? Axe is selling sports cleaning products?" They've touched so much on its capabilities which actually is more effective than not touching it at all. I tend to fall for commercials stating their reason or what they have to offer. That's why I like it more!
Their whole commercial is about a renowned tennis star demonstrating what the Axe detailer can do to a unique group of people ranging from many ages and colors. That way, it appeals to a larger group. The target audience is both guys and females in this commercial. Females because of the "no one wants to play with dirty balls" and they're the ones who usually buy soap for their men, and men because it's a men's product in general. They have a female demonstrating it because you know, just imagine a guy doing it instead. How much of a turn off would that be? Also, why use a renowned tennis star to play this part and not any other famous person? Men like to watch women's tennis for many obscure reasons. She does do a great job on her part however. It's that testimonial technique used. Other techniques used were like avant garde because Monica is showcasing this "new" product. The way the advertise it makes it look like foreign object. It kind of mimics Steve Jobs too, the way they're amazed by such a thing. It also uses plain folks because the hosts and the audience are wearing average inexpensive clothing. The obvious technique used is wit and humor which is one of the reasons its so memorable! There are many stereotypes stuck in which I don't wish to elaborate on because of the risk of offending someone even though no one would take it seriously in the first place.
This commercial uses the need to satisfy psychological needs like being hygienic and clean. There is a need to achieve in a sense that you're using a crazy clean to dominate the dirtiness of your balls. Maybe even a need for affiliation because "no one wants to play with dirty balls."
Notice how this commercial doesn't mention the initial balls that the detailer is made for. It adds to the simple wit and humor. Because they formatted like so, they're implying that teenagers and young adults are the majority of the audience. Mature oldish people would probably be like, "What's going on? Axe is selling sports cleaning products?" They've touched so much on its capabilities which actually is more effective than not touching it at all. I tend to fall for commercials stating their reason or what they have to offer. That's why I like it more!
Media Log #11: WE ALL RUN
This Adidas commercial starts off with four testimonials which is the first thing I noticed: David Beckham, Lionel Messi, Derrick Rose, and Katy Perry. Most of them are famous athletes which is why Adidas chose them to be in the ad. Katy Perry is just liked by many, mostly teen girls, so they're including them in the target audience too. They're all filmed running in a major city with energetic music playing in the background. They picked the major cities from countries around the world to appeal to a larger audience also. In the running crowd, there was a random robot and all other crazy costumes. It could be to appeal the kids or younger people or remind adults and older teens about the childhood. Katy Perry's scene wasn't even shot in L.A. but in Santa Barbara. It tells you a lot about the commercial. You can definitely tell how serious they are, at least for the three guy athletes. Katy Perry purposely shows more leisure in this to attract more of those teenage audiences. The music even adds in Katy Perry near the end!
Now that's enough about analysis about Miss Perry and her differences. The needs they used are also benefiting the commercial. The need to achieve is very evident because everyone is working hard to achieve something valuable and they're even enjoying it. They also use the need to dominate because that's what Adidas is showcasing. Athletes tend to have a need to be better than their opponents. They use the need for affiliation and the need for prominence at the same time as well. Most of the time, there are individual shots of athletes in action but there are a couple of shots of probably a hundred of people. It's saying Adidas brings people together but allows you to be your true self. It even says "adidas is in all" to repeat that picture.
Some techniques used are bandwagon because of that huge crowd, plain folks in a way because the crowd was full of ordinary and average people, and testimonial like said above. Adidas really hyped up the video to show what adidas is like and to emphasize their culture.
Overall, I think this commercial is effective, but not because of the testimonials used. I really don't care about who uses it. I'm given the impression that this brand is reliable in many ways and everyone knows about. I'm one of their customers in fact. Maybe I could be a winner using this brand!
Now that's enough about analysis about Miss Perry and her differences. The needs they used are also benefiting the commercial. The need to achieve is very evident because everyone is working hard to achieve something valuable and they're even enjoying it. They also use the need to dominate because that's what Adidas is showcasing. Athletes tend to have a need to be better than their opponents. They use the need for affiliation and the need for prominence at the same time as well. Most of the time, there are individual shots of athletes in action but there are a couple of shots of probably a hundred of people. It's saying Adidas brings people together but allows you to be your true self. It even says "adidas is in all" to repeat that picture.
Some techniques used are bandwagon because of that huge crowd, plain folks in a way because the crowd was full of ordinary and average people, and testimonial like said above. Adidas really hyped up the video to show what adidas is like and to emphasize their culture.
Overall, I think this commercial is effective, but not because of the testimonials used. I really don't care about who uses it. I'm given the impression that this brand is reliable in many ways and everyone knows about. I'm one of their customers in fact. Maybe I could be a winner using this brand!
Tuesday, May 29, 2012
Media Log #10: Letter
Media Log #9: Captain Morgan
This commercial is for Captain Morgan's rum. It starts off in a light blue sea near a inhabited island in the year 1661, more renowned for the age of pirates apparently. Everyone wakes up to an enemy ship call and they prepare for battle. It ends happily with both sides drinking rum after Captain Morgan dives into the ocean.
The music is of a rock genre to relate to other beer or intense alcoholic commercials. We associate beer and rum with hardcore people such as sterotypical rock stars, but in this case, pirates. Therefore, this commercial uses Transfer/Association by showing that if you drink this rum, people will notice who you are and life will be a party. It might also a simple solution, in this case, the end to warfare and the beginning of a new relationship with others.
There is a need for affiliation because they joined together to drink rum. Some might think that this rum brings people together. There's also a need to dominate as the commercial portrayed a battle of two pirate ships. One has to win in a battle right? So why not win with a dive in the ocean to signify your humble power and a bit of rum.
The slogan, "To Life, Love & Loot" mimics a pirate's for obvious reasons. It's another account for the simple solutions to the basic human desires. If you say your product will offer something of value, it will most likely be kept in mind. They formatted it to be memorable by placing it in the end after the intense resolution. And most people would find it memorable because it was totally cool.
The music is of a rock genre to relate to other beer or intense alcoholic commercials. We associate beer and rum with hardcore people such as sterotypical rock stars, but in this case, pirates. Therefore, this commercial uses Transfer/Association by showing that if you drink this rum, people will notice who you are and life will be a party. It might also a simple solution, in this case, the end to warfare and the beginning of a new relationship with others.
There is a need for affiliation because they joined together to drink rum. Some might think that this rum brings people together. There's also a need to dominate as the commercial portrayed a battle of two pirate ships. One has to win in a battle right? So why not win with a dive in the ocean to signify your humble power and a bit of rum.
The slogan, "To Life, Love & Loot" mimics a pirate's for obvious reasons. It's another account for the simple solutions to the basic human desires. If you say your product will offer something of value, it will most likely be kept in mind. They formatted it to be memorable by placing it in the end after the intense resolution. And most people would find it memorable because it was totally cool.
Tuesday, May 22, 2012
Media Log #8: McDonald's Frozen Strawberry Lemonade
This McDonalds Commercial on the frozen strawberry lemonade was interesting. It starts of with a guy taking a sip from the straw and then he bursts out dancing with incredibly difficult moves. The girl comes in and takes a sip too. She also breaks out into dance but in a different manner. It may imply that everyone has a different experience with this drink.
McDonalds is using testimonial because Victor Kim and Yuri Tag are famous among the teenagers and the people in their early 20's. Victor is wearing yellow and Yuri is wearing red which is apparently are the same colors of the drink. It's to emphasize that "together, every sip has a unique experience." It's vague because they're showcasing dancing while experience could be anything. I guess dancing is what media thinks of as a unique experience. They also mix in the two different background music when they're dancing together so it subtly emphasizes the message too, which is glittering generalities. Because this is a drink commercial, there is a need to satisfy psychological needs as in drinking. We want to be the person taking that sip and enjoy the aftermath. We want to be happy too. Nothing too complicated.
McDonalds is using testimonial because Victor Kim and Yuri Tag are famous among the teenagers and the people in their early 20's. Victor is wearing yellow and Yuri is wearing red which is apparently are the same colors of the drink. It's to emphasize that "together, every sip has a unique experience." It's vague because they're showcasing dancing while experience could be anything. I guess dancing is what media thinks of as a unique experience. They also mix in the two different background music when they're dancing together so it subtly emphasizes the message too, which is glittering generalities. Because this is a drink commercial, there is a need to satisfy psychological needs as in drinking. We want to be the person taking that sip and enjoy the aftermath. We want to be happy too. Nothing too complicated.
Media Log #7: Corona Light - Stan
I've lost count on how many times I've seen this advertisement on YouTube. Maybe you have too, but that's not important. What's important is how they formatted this ad, right?
This ad has a simple plot. An ordinary guy waking up to his daily life of eat, work, gym, shower, bar, watch, beer, sleep, and dream. It repeats itself about two or three times but then he grabs a Corona Light and his routine suddenly changes into bro hugs, costume parties, girl, karaoke, danceathon, photobooth, digit swapping, etc. The ad associates all those listed activities or joyful things with Corona Light.
His facial expression is dull and expressionless when indulging in his daily routine. Even his name seems dull. But then suddenly, his face changes every picture after the Corona Light. They all seem ecstatic and energetic, full of joy! That's what Corona Light will do to you.
There's a need for affiliation because he looked lonely during his daily routines but not after the Corona Light. Diversion is used also. There's a random sheep and a girl on a ball who say "Dream." It could have been normally said connecting it with the other listed words but they wanted to divert us for some reason.
The way this ad is formatted makes it fast paced. We're able to view over his day in just a few seconds effectively. It's also different from any other commercial which makes it unique. I've actually never seen anything else like it. There's that creative factor going on.
This ad has a simple plot. An ordinary guy waking up to his daily life of eat, work, gym, shower, bar, watch, beer, sleep, and dream. It repeats itself about two or three times but then he grabs a Corona Light and his routine suddenly changes into bro hugs, costume parties, girl, karaoke, danceathon, photobooth, digit swapping, etc. The ad associates all those listed activities or joyful things with Corona Light.
His facial expression is dull and expressionless when indulging in his daily routine. Even his name seems dull. But then suddenly, his face changes every picture after the Corona Light. They all seem ecstatic and energetic, full of joy! That's what Corona Light will do to you.
There's a need for affiliation because he looked lonely during his daily routines but not after the Corona Light. Diversion is used also. There's a random sheep and a girl on a ball who say "Dream." It could have been normally said connecting it with the other listed words but they wanted to divert us for some reason.
The way this ad is formatted makes it fast paced. We're able to view over his day in just a few seconds effectively. It's also different from any other commercial which makes it unique. I've actually never seen anything else like it. There's that creative factor going on.
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