Concept Week #10

Media literacy from media consumers’ point of view

By: Marina Eggen

From our previous concept definitions media literacy was defined as the capability of being able to understand and utilize different forms of mediated communication.  If we take that definition and put it in the point of view of the consumer, it reads a little differently.  The consumer views media literacy as the more they know about a product, or service having to do with mediated communication the more information they will receive.  If a consumer knows the language and understands the media they will over all have a better experience with that media.

Example: Article from CNN.com

This article is about consumer’s knowledge of the technology 4G.  This is not exactly the same as mediated communication but it can help you understand how consumers may think.  They want to have 4G desperately but most consumers don’t even know what it is, or what all the features are.  They have just heard it’s a “good feature” for their new smart phone to have.  Now if a consumer knew what this technology was, and what it could all do they could use 4G to its full potential.  This is the same with mediated communication.  If a consumer knows all about the communication and the functions of it they will be able to use that to its full potential.

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Discussion Question #10

Which of the five types of convergence media do you understand least – and how does it affect you?

By: Marina Eggen

I understand interactive the least.  All the other convergence medias are talking about one company using others, buying others, or having multiple divisions and devices with more then one use.  They all have to do with multiple companies or applications.  Then there is interactive convergence media, which just talks about the individual.  I don’t understand how it is convergence media.  Is it the fact that the individual can use many different kinds of media to relay a message?  Interactive media affects me because this type of convergence media has to do with the person, the individual.  I am the one using the interactive convergence media.  I don’t use corporate, operational, or multi-platform.  They affect me in a round about way but I don’t have that much personal interaction with these convergence medias.  With interactive, I’m supposed to be using interactive in my daily life (if I’m understanding this correctly).

Week 9 Concept

Convergence media technology influences vs. convergence media economic influences

By: Marina Eggen

Convergence media technologies have had a major influence on how we receive our news.  Now news companies are not only making newspapers, but also TV stations, and online news articles.  New technologies, such as the Internet, make news accessible at anytime of the day.  Then with the help of other convergence technologies like the smart phone, you can now access that information anywhere.  These convergence media technologies have influenced how we receive the news.  Convergence media has also had some economic influences in the past years.  Online news is free for us to use whenever and where ever we choose.  This is why many people are leaning towards online news now.  Because there is a large focus on of people on online news advertisers are spending more money to put their ads on these websites.  Now the people are not paying for the news but more the advertising companies.  Convergence media technology influences is what actually influences convergence media economic influences.

Example: http://www.cnn.com/2010/TECH/web/07/15/internet.affects.newspapers/index.html?iref=allsearch

This article is about how the web (online news sites, blogs, Facebook) is not killing newspapers but advertising is.  Advertisers want their ads where the most people will see it.  More and more people are using online news sites to find their news and not newspapers.  Because of this advertisers are taking their ads out of newspapers and putting them online.  This is causing the newspapers to loose a lot of money, but it is further increasing the already flourished online news sites.

Discussion Question #9

Describe an advertisement you have encountered that was personalized to you: What visual or text elements do you recall about the ad, and how did the personalization affect you?

By: Marina Eggen

It feels like this advertisement’s target audience is me.  It’s for women who are athletes that don’t care what their body looks like as long as it accelerates them through their sport.  The ad focuses specifically on knees.  I have a very close connection to knees because I had surgery on my left one and was out from my sport of 8 months.  Now that I’m healthy I don’t care what my knees look like as long as they are healthy too.  The visual element was the picture of the scarred, skinned up knees for all to see.  I have an ugly scare on my left knee and I’m not afraid to show it off.  The text element of the ad is really what seems to be personalized for me too.  It describes my family, my personality, and my idea of a great man.  Even though my sport is not soccer I still feel a strong personal connection to this ad.  How did the personalization affect me?  Well, let’s just say my running shoes and flip-flops are Nike, I have an entire running outfit that is Nike, and 3 shirts that are Nike.  I would say that ad along with other Nike ads have been very effective on me.

Here is the Picture of my ad

 

Discussion Question #8

Based on the concepts from Unit 2 or from the textbook, explain why your most favorite or hated ads had an influence on you. What was it that worked – or didn’t work?

By: Marina Eggen

My favorite ads are the ones the catch my eye, are funny, interesting, and are relevant to my life.  If the ad catches my eye it can influence me because I’m actually paying attention and watching, looking, or hearing the ad.  If the ad is funny it can make me feel like the advertisers understand my personality and I actually enjoy seeing the ad.  If the ad is interesting I am more compelled to take in what the entire ad has to say.  If the ad is relevant to my life I might even do what the ad tells me because I can use that in my life at the time.  If an ad has all these elements it can easily influence me to buy the product, or service, or whatever the ad is telling me to do.  A very good example of this is the Underarmor commercials.  They are relevant to my life because I’m a runner, they are always interesting to me, and they normally catch my eye right away.  My least favorite ads are the boring, pointless, and not relatable ads.  Especially when an ad is completely irrelevant to my life I pay absolutely no attention to it.  A car advertisement receives zero of my attention because I am not looking for a new car nor do I have the means to buy a new car.  Drug commercials are other ads that I pay no attention to.  They are completely irrelevant to my life and therefore I do not take in any of the information.  Ads that are boring and pointless also turn me away.  In general it’s just hard to pay attention to ads like that. 

Discussion Question #7

What are pros and cons of advertising? For examples, think about visual communication from an ad you really liked and one ad you really disliked.Explain why you were inspired or repelled by the ads – how much of your feelings were affected by the words, or by the images.

Some pros or positives of advertising is it can educate consumers about new products and services that can help them improve their lives, it can increase sales so that companies can produce products at lower costs, it can help the economy and give people jobs. There are also cons or negatives or advertising.  It could cause consumers to pay for the ads through higher prices, advertising may cause people to buy products they can’t afford and go into personal debt, and sometimes ads target children.  This is a negative because they don’t know what is good for them or bad (example fast food ads could lead to obesity).  I am inspired or repelled by ads due to my personal likes and dislikes.  Personally if the ad is interesting, short and to the point, has a good message, or is a product I would actually use I am inspired by it.  If the ad is out of my lifestyle, price range, boring, or it is unrealistic I am repelled by it.  I truly believe that the amount of your feelings that are affected by the words and images of advertising is however much you let yourself be affected.  If you can make your own decisions and know what is good for you, very little will be affected by ads.  However if you are easily persuaded by people and have a hard time forming your own decisions, ads will affect much of your feelings and lifestyle.

Example of an ad I liked is the new Starbucks ad that says instead of referring to you as your drink name they are going to refer to you as your name.  I like this ad because it is personal to me, I buy drinks at Starbucks and the ad is very interesting.

Examples of ads I didn’t like are almost all car commercials.  Usually they are very uninteresting, they are not applicable to me life and completely out of my price range. I cannot relate to the ads at all.

Plain-folk pitch compared to snob-appeal approach.

By: Marina

Plain-folk pitch tries to associate a product with simplicity.  They want to emphasis how this product can fit into everyday life for ordinary people.  An example of this is McDonald’s advertising line “The simple joy of a wholesome breakfast”.  They are trying to show the everyday person you can buy a fast and easy breakfast there.  In other words, it’s simple.  On the other hand, snob-appeal tries to persuade consumers that using this product will maintain or elevate their social status. Examples of this would be some jewelry companies, perfumes, or luxury cars such and BMW.

Example: http://www.nytimes.com/2012/07/27/business/media/paring-it-down-to-just-the-basics-advertising.html?_r=1

This is an article from the New York Times website that examples the benefits of simple advertising.  That doesn’t mean the actual ad is simple, it means the idea behind the ad is simple or easy.  Many businesses and companies are trying to fit their product into the very busy fast pace lives Americans have.  Advertising agencies use the plain-folk pitch very often to show customers that they don’t have to change their way of life to use this product.  It can fit into an ordinary person’s everyday life.