Media Messages and Critial Pedagogy #2

Whose message is this? Who created or paid for it? Why?

This is Kia, the car company's message.  Kia motors of America created it.  I would assume the reason is because they totally transformed the Kia Soul.  The hamsters transformation was to prove how changed the new Soul is. 

Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this? '

The target audience is car buyers.  The stereotype that the commercial addresses would be young, "hip", individuals who want to experience thrill and fame in their life.  Men are a specific target since the hamsters are flirtatious with the women at the red carpet, also in the gym.

What is the “text” of the message? (What we actually see and/or hear: written or spoken words, 

photos, drawings, logos, design, music, sounds, etc.) 
The music used is the Lady Gaga song "Applause." The designs of the car are displayed.  We saw the hamsters were fat and got skinny to show the sleeker design of the car.

What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?) 

The hidden message is to be thin in order to be hip.  Only thin men can pick up ladies and in order to be cool, you need to drive the Kia Soul.

What kind of lifestyle is presented? 

The kind of lifestyle presented would be similar to that of a Vegas or city lifestyle. 

What values are expressed? 

The main value expressed is that you need to be popular and one way of doing this is to drive the Kia Soul. A person also needs to slim down to add to the "hip" factor.

What “tools of persuasion” are used? 

Some of the main tools of persuasion used are beautiful people, new, humor, and charisma. The hamsters, especially at the end are shown to be very charismatic and popular (everyone wants to have their pictures taken with them). The humor in the hamsters weight loss plan helps the viewer connect to the story of the newest, coolest car.

What positive messages are presented? What negative messages are presented? 

A positive message is that technology is getting better and more stream lined, which is what people are looking for in today's society. The negative message associated with this is that you have to have the newest and best technologies in order for other people to like you.

What groups of people does this message empower? What groups does it disempower? How does 

this serve the media maker's interests? 
It empowers the thin wealthy people who are able to afford the new fancy car because if they buy it, they will be even more liked. It disempowers overweight, poor people because since they cannot get the new car, no one will ever like them. It serves the purpose because they want to sell the car and they know that wealthier people will buy it just because they think it is cool.

What part of the story is not being told? How and where could you get more information about the 

untold stories?
The price of the car is not told and how many versions of the car there will be. They also don't give you the cars specs. You could either go to a Kia dealership or check their website to find more information.

What are the taken for granted realities?

That most people cannot afford to simply go out and buy a new car because it is the coolest thing on the market. Kia hopes that people will be so impressed by the new car that they will buy it, but most people cannot on a whim.

What power relations are exposed as a result of your deconstruction

That thinner people with the newest technologies are the most well revered people in society and that fat people can never be as cool.