Discussion questions
2/11
Activity
Let’s look at what makes an advertisement successful. Scan the Internet or the resources in our university library’s periodical databases, such as Adflip http://www.adflip.com/ or this one http://library.duke.edu/digitalcollections/adviews/ from Duke University, for an advertisement (in any medium–print, radio, TV, the Internet, etc., so long as you will be able to share it in class).
Assess the ad using those “10 Rules for More Effective Advertising” https://web.njit.edu/~lipuma/Rules4EffAdvertising.html and the key questions to ask when analyzing advertising in the media literacy lecture. You should ponder, too, why we need to understand the role that advertising plays in our media and society. For example, what are some of the implications of the ubiquity of advertising in today’s media environment? To deepen your understanding, review the Advertising Theories http://sk.sagepub.com.ezproxy.umuc.edu/reference/communicationtheory/n8.xml in the Encyclopedia of Communication Theory and Tony Purvis’ essay, “Advertising – A Way of Life” (Chapter 1) in Advertising As Culture.
Your presentation should take the form of a podcast, vlog, blog, narrated PowerPoint, unnarrated PowerPoint with Speaker’s Notes, infographic, Animoto, Prezi, or other multimedia or message post with/without visuals. It must include a link to the advertisement you analyzed.
Part 2
Take a look at these YouTube examples of advertisements for natural gas extraction through fracking and the BP Oil Spill in the Gulf of Mexico:
1. Do you think the “real” Fracking and BP oil spill ads follow the PRSA Code of Ethics?
2. How do the advertisements make it seem as if their positions are fair and reasonable? Do they present opposing points of view?
3. Do the mainstream news media regularly cover the potential environmental dangers of fracking? What about the BP spill? Why do you think commercial media, such as NBC, FOX, CNN, and other major networks do not cover environmental issues very much?
Activity #2:
Another important issue, however, is whether the businesses that can purchase commercials on TV, magazines, and billboards drown out the voices of people and organizations with less money but valid messages.
Some questions for you:
1. When we think about “commercial” media – and its most specifically targeted messages through PR or advertising – whose viewpoints get heard and who is ignored?
2. If a democracy relies upon the competition of ideas, whose ideas are being heard?
3. And with the purchase of Internet providers by large corporations, will a wide range of voices be able to be heard on the Internet, or just those that benefit the corporations?
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