Media: the world is pretty much consumed by their addiction and love towards television, movies, brand names, people...all because of how the media displays their "products". We've come to live in a world where--as in a friend's blog showed in an advertisement--14 years of a person's life is consumed watching TV is a fact, not a fantasy. We've come to live in a world where people no longer look to be individualized, but rather model themselves off of drug-addicted, party-all-night, boy/girl-crazy famous people who don't even have control over their own life. We live in a world now where media can persuade Eskimos to buy ice, as now people can persuade others to buy or watch anything with how they display their product or how the advertisements jazz up the message they're trying to get to their viewers. But, what people don't see is the underlying message of the advertisements, what's really hidden beneath the surface and what marketers are really pitching to us. Even if it's a surface message shown, people still don't get past the beauty of the ad itself! After becoming a critical thinker and putting my nose to the grindstone with understanding and analyzing media more closely, I can finally see ads for what they really are.
Before this year, I was definitely one of those people who would just stare at an infommercial and think, "My gosh, that's so brilliant!!! We need to buy this product!!" My mom would ask what for, and I'd pretty much relay the entire commercial back to her stating all the facts Billy Mays had said about how powerful OxyClean was or how my favorite singer was showing me how her lashes really flared with a CoverGirl mascara product. My mom said I could be a realestate agent or an advertiser myself, because I really could explain how great a product is even if it wasn't mine! I would normally just laugh at her comment and be, "What do you mean?" Until now, I didn't really take what my mom said into account, but now listening to her I finally realize what she meant. It showed two problems within me: how much media I was exposed to, and how easily persuaded I can be at the media's hands. If a person is just constantly consumed by television programs, ads from magazines and commercials, and images of how people should look, dress, think, speak, etc., they'll be in serious danger. They'll lose not only their personal identity, but a lot of money from their wallet! I realized that within myself, I had watched so much TV that it wasn't the commercials that were repeating themselves millions of times to me (even though they were...), but it was I who was watching so much TV and re-watching that I had exposed myself to those commercials so much that I had memorized every aspect of them! And, the fact that I still wanted to buy the product instead of smashing my TV for having showed the commercial so much shows how advertisers really did sell to their audience.
After all of this--dissecting media, analyzing advertisements, understanding marketing and advertising techniques, paying closer attention to what the world has to sell--I see media in a whole new light. When I was younger I'd watch infommercials, memorize them without realizing it and try to sell the product back to my parents without realizing I was becoming the advertiser myself by saying the commercial back to them. From the end of middle school til now, I never payed attention to commercials as I got over, I would just fast-forward through them and get straight to my show. Now, I really look into: "Okay, what technique are they using to try to sell this to me? Is it working? What part of me, what need are advertisers trying to appeal to? Why are these such odd color schemes? Why is the voiceover sounding like this? Is it for a purpose? Is all of this for a purpose?" I don't just look at the pretty colors or the glittering effects they use on the product to make it look special or different, I analyze what commercials are trying to do, what advertisers are trying to sell. They sell more than the product, but an idea along with the product saying "buy this and you'll be popular," or strong, fit, beautiful, happy, rich, famous, and whatever else you could name. I don't want to be that kid anymore that goes and can repeat the commercial to her parents and say "Can we buy this?? The man on the TV said it was great, and did you see what they did in the commercial with it?" I want to be the girl who says, "Dad, we don't need another nerf gun. It's just like every other one that you bought with different colors. Advertisers are trying to appeal to your need to dominate and aggress by showing how tough kids look with the gun. Plus, they're weasel-wording you; it probably doesn't shoot 50 feet, they said up to 50 feet, so probably like 40 or even 30. Don't fall into their advertising trap, they'll just come out with the newest nerf gun in a few months."
I consume a LOT of the media if I look at it now: music, movies, TV, magazines, books, so much more. I read Seventeen magazine, I get catalogs from stores I love shopping at with skinny models and not much of an equal race ratio at that, I get television not projecting a great image of all women and saying they're beautiful, music downgrading our genders, images being projected of women that aren't positive. I've always believed I was a good enough performer to make it a career, but seeing how you don't see a lot of Asians in TV or movies, and even if they are they aren't main characters or they're image is made fun of and abused, really discourages me from even trying to make it as a performer. Not seeing girls my size and that they have to be skinny and white really makes me think I can't wear those cute clothes or pull off that same style with my gender and body type. The media does a lot more than just trying to sell a product, it tears down a person. The media has created the image of the "perfect woman" that's completely unattainable, yet girls try and pursue it anyways and only hurt themselves because they can't reach it. The media is a tool not only to sell, but to project a certain image: white, skinny, tall, and famous women are the most beautiful, the most powerful, get all the guys, and are the happiest. We see it in ads, we see it in movies, we see it in television, we see it everywhere. Why can't we see a powerful black woman who can stand alone, proud and beautiful of who she is and everyone standing by her? Why can't we see an Asian woman as the hero and not be made fun of for those stupid stereotypical "Asian accents" and so on? Why can't we see an Arabian woman as something beautiful and powerful as a leader without a man by her side, and nothing terrible that the media has conjured up? The world is imbalanced in its image of women, both race and size. Media has driven girls to punishing themselves for not being what media defines as "beautiful" and pushes them to their limits to try and achieve this terrible goal that shouldn't ever be striven for. Media hurts us, in more ways than one. It doesn't just take our money, it takes away our pride in identity.
After having this blog and becoming a critical thinker and media analyzer this semester, I finally understand media. Being aware of ad techniques and what they appeal to makes me a smarter consumer, knowing I shouldn't buy into a product because of a celebrity testimonial, but how good the product really is. I shouldn't try buy the Nike product because the actors looked powerful using their brand of shoes, but focusing on whether they're really comfortable and how durable and well they work. I no longer look to buy, but to understand the message behind media. What are they really selling me? The idea that I can become popular and pretty and awesome with the product they're trying to sell me? I don't look to become like the people in ads anymore. I don't want to have to feel pretty by using their product or try to gain friends with a product, I want to feel pretty in spite of the media and its products, and have friends who love me for me, not love me because I have the mascara Sofia Vegara used or hate me for loving music from the Four Seasons and Broadway because it's "lame" by the media's standards and not what's the "latest and greatest". Through this experience I've not only gotten a better look at media and what it's truly selling me, but a better look at myself and how I've changed because of it. I don't want the persona of the rude girl who gets what she wants and talks back to her parents because everyone loves that show, I want to be the girl who respects her parents and daughter and is proud of who she is, not of what others believe her to be. I don't want to have the "latest" product, but what I feel is durable and useful. I've become not only a smarter shopper but a stronger person about my image because of realizing the media's hidden messages. Not many look into media like it's a big deal or realize the true realities of the media and what it's really selling to us, either because they just don't see it or they aren't ready. Give it a go, you might discover something about yourself besides how much you really spent on buying into OxyClean, Old Spice, Apple Products, sodas, makeup, and the list could go on and on.
Monday, June 11, 2012
Sunday, June 3, 2012
Media Exposed #16: Battlefield America...spread the message.
We all love a good dance-off. We all love a good movie. When the two are combined, that's pretty awesome. So why is we don't know about a film like that yet? Well, while logging into my email account on yahoo, I realized that the bland background on the log-in page wasn't bland...it was advertisement for just that kind of movie! It was a video commercial and background promoting the new dance-off film, "Battlefield America". I thought to myself, "Why haven't I heard of this movie somewhere else like on television? Where else have I heard about it?" Well, at our high school, the dance team HYPE's instructor, Marcus Edralin, also instructs the dance crew of younger kids that's featured in the film! He's often seen at our high school in the dance room, and he's been telling us about the film and his crew for weeks. He even told us about the dance crew battle based off the film, Battleground America that was going to occur at our high school the night of the premiere to not only promote the film but also as a fun event for our school and the other schools participating.
The thing about media is that it can be a great tool to promote and advertise companies, movies, products, people, and so much more. But, the way things are advertised online can actually be very strange. Because this ad for the film came up on the log-in page of my email, I'd definitely classify it as an "Odd Advertisement Placement". Usually, I would've thought I'd see a commercial of this movie on my television, and not while I'm trying to log in to look at my emails. This got me thinking, "Why would they place the promotion of a movie here, of all places?" This brought me back to thinking of my previous question from before: "Why haven't I heard of this movie?" It got me thinking about why Marcus had been promoting it and telling us to spread the word and tell our friends. Then, I thought it might be because television channel companies didn't feel the movie or the advertisement of the film alone was strong enough to pull in viewers, and they might just skip over the commercial instead of watching it. So, the marketing team for "Battlefield America" promoted their film in a place where a lot of people will see it without thinking they'll come across an ad: while they're logging into their email account on Yahoo. Addditionally, Marcus wanted us to spread the word about the movie because it was the easiest way to advertise it, rather than spending money on commercial time. And, by holding the dance battle of Battleground America at our school that's based off the movie, it not only gets our entire high school excited about the movie this cool dance battle at our school is based off of, it gets the other schools involved in the competition excited as well! Smart advertising for such odd placement.
The Yahoo! ad for the film that I saw actually used some advertising techniques, like gestalt use of the color schemes. They had really dark colors and little lighting in the video featured on the page, to show how intense the film is going to be and give it that sort of vibe. The colors of the ad on the page were red and black, to make it really intense and fiery colors as a way to promote the energy and power you'll feel from the dancers in this film. The film really appeals to that "need to dominate" and the "need to achieve", as the kids want to win the underground dance competition and they want to show everyone they aren't just another ragtag group of kids from the streets with a few moves, but a team that can win. The ad appeals to kids of course, as the ad on the page uses the slogan "where KIDS rule", to make it apparent that they want kids from ages 7-18 to feel they're in control and that they have the power to do anything. This shows how the marketers feel we as kids value winning, dominating, and subjects of that matter. And many of us do! At a young age, kids want to feel free and want to be able to do as they please, and as we grow older those feelings grow with us.
Are you going to go see "Battlefield America"? I went to the dance competition at our high school and we won!! It was an intense battle with the other schools, and if the movie is anything like Battleground America, I'll be heading to the theatres soon.
Media Exposed #15: Starkid = What happens when your YouTube popularity SKYROCKETS!!
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| The Starkid's Apocalyptour poster |
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| The Starkids during their Apocalyptour, with the synopsis that they must change the fate of the Mayan's prediction of the apocalypse and save the world, with music! |
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| Starkid's production of "A Very Potter Musical" |
My main point is that Starkid is an example of how the popularity that's gained in the media really effects a person's life. For Starkid, it gave them their own tour and helped part of their cast land major roles onscreen. For others, it helped them gain recording contracts and be part of major record labels, big examples being the one and only Justin Bieber, and others like Christina Grimmie, Sam Tsui, and many more. Because they posted videos of themselves singing and performing their talents, people saw their talent and became devoted fans and followers that helped them rise to the top. They all show how much media can be a vital tool in making your dreams come true, and how popularity gained from the media can help you get recognized for your talents.
Media Exposed #14: Star Command, I've detected something amazing...
*bleep bloop!* Star Command, I've landed on what appears to be the Happiest Place on Earth...do you read? :)
In Disney Theme Parks' latest ad for one of their California-based theme parks, Disney's California Adventure, the classic and lovable PIXAR character straight out of Andy's toy chest, Buzz Lightyear, has come upon the theme park to explore what's new! The theme parks' advertisers took it upon themselves to use this beloved space ranger to show the true "heights" of what's coming up this summer for California Adventure, and help create that feeling of how big and grand some of the new attractions are going to be. In the commercial, Buzz contacts the Star Command Force, logging that he reads and detects "high levels of happiness" in this strange new world. He then goes off and ventures around the park, including discovering the newest part of California Adventure, Cars Land which is dedicated to remaking the Radiator Springs set of the PIXAR's film, "Cars", riding the new The Little Mermaid: Ariel's Undersea Adventure ride, flying through California on Soarin' Over California, and of course, being amazed and entranced by one of the park's most spectacular night shows, World of Color. Through Buzz's adventures and his perspective, we can see that this summer, California Adventure is going to be "bigger than life", and better than ever.
Disney's greatest assets is making people happy, and their entire company is based off of the ethics values within Utilitarianism. They really project this idea of "promoting the greatest general happiness" with Buzz's adventures and seeing the many families and people around the park enjoying themselves. By seeing how much not only Buzz Lightyear, but every person in the park is having huge smiles on their faces and really having the best time, it shows how by being in the Disney theme parks, you can be at your happiest.
We can all tell who Disney is directing their commercial towards: kids! By using bright colors and fun music, it intensifies the commercial and makes it seem really exciting and fun, and by using a toy running around and seeing the park as "larger than life", Disney hopes to make kids feel that by going to the park this summer, they'll have that kind of experience. Disney wants us to have a magical time, and showing that Buzz Lightyear is, we might too! Disney also is appealing towards a little older generation of kids that grew up with the first "Toy Story" movie--around 18-24, and kids that grew up with the other films, which around our age of 16 and younger. But, it also appeals to the parents that watched the film with their children, and families with younger kids who love to have fun and love cartoons or who have kids who grew up with the films.
There's definitely specific uses of advertisement techniques to really get that "promotion of happiness" across to viewers, one way being the use of Buzz Lightyear as a testimonial. Although Buzz isn't a live celebrity, he is one in the hearts of many as the beloved character of the classic Disney "Toy Story" films trilogy. Would this also be seen as an appeal to tradition fallacy? Possibly, as the "Toy Story" movies can be considered classic films in many teens and adults' childhoods today. By using one of the main characters from the movie where toys come to life and have the most amazing adventures and having him have another out-of-this-world adventure in the Disney theme park, it helps sell the idea that you can be like a toy from Toy Story, and have the same "out-of-this-world" adventure like Buzz did and feel "larger than life", just like the toys in the films. Now, looking at the intensity of bright colors and lights, and especially the camera angling and how we're always looking up at the park and seeing how big and spectacular it is, we can see the use of gestalt. By always looking up, it exemplifies the idea of how the park is now much bigger and looks more amazing, especially looking from a toy's point of view. And, by having plain folks and ordinary people having as much fun as a toy that's come to life, we feel we can have as much of an adventure as the Toy Story character had if we go to the parks this summer! The "need for escape"? Of course; we all want to get out of school and have summer hurry up and arrive, and by going to the Disney's California Adventure park this summer, it brings us that much closer to that summer fun most kids have been craving.
Towards the end of the summer, my family and I are going back to Disneyland for our annual trip when we take my sister to college, and really see the new California Adventure park and explore its newest features! If you're going to the parks, maybe you'll shrink down to toy size and have your own "larger-than-life" adventure like Buzz, to infinity and beyond!
Monday, May 28, 2012
Media Exposed #13: Political Campaigning...wait, who's the one running??
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| So...Is Rachel the candidate? |
All of us (or rather our parents) get those postcards, pamphlets and brochures on the latest political candidates for our government. And, as I've heard from many of my neighbors, family, and friends, a lot of us actually don't even bother to take a look at them, and end up throwing them away as soon as they arrive in our mailbox. But, has anyone ever really looked at those ads the candidates send us? Have we ever looked at what each candidate is really about, or rather who they even are? Has anyone ever noticed how vague these ads really are? In this ad from the mail, it's supposed to be campaigning Terry Schanz for the Sacramento City Council. But are we able to tell?? Reading this myself, I was very confused. The ad shows a woman and her child and husband just living a simple life, but her name is Rachel Wagoner. Where's Terry Schanz in this? Rachel (I believe) is saying how she supports safe neighborhoods, good schools and so on, yet she says "and that's why I want Terry Schanz to be on the City Council." When I read this I thought, "Wait, what? I thought this Rachel Wagoner was running!" The ad is so simple, yet to confusing! How is this possible??
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| I'm confused, is the picture of Rachel or the candidate, Terry? |
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| Who exactly is talking? Who's the one actually running? |
Reading and just looking at this ad, are you as confused as I was? This may be why politics is so confusing and so difficult nowadays, because we don't even know who our candidates are! Campaigners really need to watch how they advertise their candidates, otherwise those potential supporters will be looking for someone making a clearer argument and presenting their candidate more precisely.
Media Exposed #12: Yeah!!! GO CALIFORNIANS!!!!
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| UO Californian stores presents... |
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| The Great Urban Outfitters random sale for CA stores only!! Did you go? :) |
You can see how there's a definite use of patriotism in this ad for the U.O. sale, as the company takes the California Republic flag and waves it in our faces to show that only California stores get the discount (yay for us! :D). But, we definitely see the use of time pressure/exigency because the the picture makes sure to advertise the limited amount of time the additional 50% off the sale items is! When I saw the ad myself, that's what really stood out to me, especially with the odd graphics and writing used on the ad to make people see it's only for a few days. The use of red for the 50% off statement then writing white over the red bar at the bottom of the flag really made the important information stand out so as to make sure customers understood every detail of the sale. Plus, the way they messed with the CA Republic flag by giving the bear a Fohawk/Mohawk and wrote over the word "republic" and added to the word California, "stores ONLY" made it prominent that only U.O. store locations in CA would have the sale. All of these elements add up to the technique of gestalt, and how the oddness of the ad and the color schemes pull in the viewer of the ad.
I'm sure that many of us who like to shop at Urban Outfitters and lived near a CA store location were pressured to go. Urban Outfitters does have sales regularly, but they don't always have that great of a deal or discount. Often times, sales so great as this one for U.O. don't come along very often! So, many of us felt the urgency to go run off to the mall to catch the sale before it was over. Also, I'm sure because we don't know when another sale like this, with an additional 50% off all sales items that already are discounted, will come around, many of us might be pressured into buying as many items as possible, even though the addition 50% might not make much of a different on say a $150 dress ($75 is less, but that's still very expensive!). We'd have to think critically, and use--of the 16 Habits of Critical Thinker that we learned at the beginning of this year--the habit of "managing impulsivity", as we want to make rational decisions when making our purchases, regardless of how discounted they might be. I personally would rather save a few dollars than spend it on a useless knick knack just because it's discounted, wouldn't you? Plus, because the sale is only around for a limited time, we feel that a dress that's on sale for $150, then with an additional 50% off becomes $75, might never be on sale again, so we feel the need to buy it then and there even though the discount doesn't lower the price to something many consider affordable. We need to manage our impulsive purchases and wait for a really good deal so we can save money and buy the items we want. And, if it doesn't go on sale again, then the purchase wasn't meant to be. Think about the last impulsive buy you made and then later regretted it because you felt you needed that top or pair of shoes and so on at that moment, but now you need the extra cash you spent on it. This is where another habit, "applying past knowledge to new situations" would come in handy. Don't repeat the past mistakes, learn from them. Manage your money so that you can have a better shopping experience and better judgement skills! A two-for-one deal, now that's a real steal. :)
For those who shop at Urban Outfitters, did you know about this sale? If so, did you receive this email, and feel a pressure to run to the store? For many of us, myself included, I went to the store at Arden with my older sister and friends last weekend. There were a lot of things I tried on and wanted, but I really picked and chose what I truly wanted and knew I'd wear for a long time instead of making impulsive purchases, and ended up buying a dress I've been wanting for months that was way out of my budget for a really amazing price I could afford! Were you able to make some great purchases? Let's show everyone how Californians can dress classy and be smart shoppers. :)
Media Exposed #11: Yes Ellen, they're trying to trick you!!
The commercial has several elements that portray a specific message JC Penney is trying to get across to its viewers. They used a very bland and grey setting for a store in the beginning of the commercial, to show how other stores aren't as exciting and fun as JCP is. Also, they make all the signs that say $16.99 or $9.99, etc. very red and bright in this very boring setting to make them stand out and easy for the viewer to see, to depict their message of how "here at these ordinary, boring stores, they sell at confusing, unclear, non-straightforward prices!" And by using the color red for these terrible prices, it shows how it's a bad thing that these prices at this ordinary store that isn't JC Penney are bad (as the color red is usually associated with negative things). Also, at the very end of the commercial when the saying about great prices is shown, the backdrop is a very dark pinkish-rose color with white lettering for the saying, to make it really stand out for readers to see and think "hey, JCP is a stand out store with great prices that don't beat around the bush!" Furthermore, Ellen's old fashioned attire when she goes back to England in the past is very eccentric and fancy. Now, when viewers think of this commercial, they'll think, "by shopping at JC Penney, I can look fanciful and have fun, and shop without the hassel!"
You can tell from this commercial that the target audience is women especially, as we love to shop. But, it also targets a certain age group of females, not only teens from about 15-23 who would laugh at Ellen's humor, but also more middle-aged women around 35-50 who, not only grew up with Ellen, but also have more of these hassles and complaints on confusing shopping prices and such. Within the commercial there are value and reality assumptions in this commercial, like that women value good deals, straightforwardness, high-class clothing, shopping, and so on. Additionally, JC Penney makes the reality assumption that "women are always fed up with non-straightforward pricings" and that "women need to feel their clothing is of high social status" by the way they dressed Ellen when she went back in time. I do suppose they're right about some women...we want to look our best! :P
JCP of course uses testimonial by using the wonderfully comedic Ellen DeGeneres as their spokesperson for their company, but they also use wit and humor especially. Ellen makes the idea that having to pay an uneven amount of money and having difficulty shopping funny, but it still conveys the message. She's able to make a frustrating situation hilarious, and that could make shoppers and viewers think, "by shopping at JC Penney, I'll have a grand ol' time like Ellen, except without the problematic paying situation!" With this commercial, the JCP company is able to appeal to "the need for aesthetic sensation", as the commercial played a classical music and used tradition garments worn in older days in England, appealing to a very higher class social status. By shopping at JC Penney without confusing prices or any hassle, viewers think that they too can be of high status and as glamorous as Ellen was (even if she was acting a tad silly :P). This too, shows how the commercial appeals to the "need for prominence" and "need for attention", as we want to be admired with our fancy, highly-fashionable clothing like Ellen was in the olden England days and to look of a high social class, and as the commercial seemed to depict, JC Penney can help fulfill these needs.
To all the females: do you feel it's frustrating to have prices that aren't simple, whole numbers, making you reach for that coin purse at the bottom of our bags? Yes, it is a bit irritating to have to do so. Maybe we should all go to JCP together and take a shopping field trip, see how much more simple and fun shopping can be like Ellen DeGeneres depicted. :)
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