Week 6 Activity 1

 

“Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” ("Our starbucks mission," 2013).

These are the persuasion techniques used in the above Starbucks ad. 

·         Association-coffee and good customer service.  The company associates their coffee to something is of perfect quality. 

·         Flattery-this occurs in a subtle way.  They try to make the customer feel good by appealing to their needs. 

·         Slippery slope- Basically if the customer is not having Starbucks, then he or she will not have an enjoyable beverage. 

While researching the company, I located the mission statement, stated above.  The goal of the company is to satisfy the human spirit and create a community of coffee lovers.  They have been in business since 1971. 

 

Here are some reviews found on Starbucks-

“Bravo!”
— Kansas City Star

“An intriguing and substantial look at what is required to turn around a fading company…. enriched by the insider, generally frank, look he offers and the humanity he expresses.”
— The Globe & Mail

My experience with Starbucks has always been good.  I have received what I ordered and the service is always friendly.  Essentially the company tries to appeal to every type of customer and is willing to even go the extra mile to ensure good quality taste. 

My counter example ad reveals that Starbucks feels if they can’t make your drink to your needs the second time around, then you are not buying your coffee at the right place.  They have many options and offer a satisfying drink. It’s the customers own fault if they choose to buy poorer quality coffee at a competitor’s store.

 

Introduction to media literacy. Retrieved from http://medialiteracyproject.org/sites/default/files/resources/Intro_to_Media_Literacy.pdf

Our starbucks mission statement. (2013). Retrieved from http://www.starbucks.com/about-us/company-information/mission-statement

Reading and Discussion #5

◾What does it mean to "interrogate texts"?
To Interrogate Texts is to question and break down material we read.  We question different views on books and other writings in order to develop an understanding of what we read.
◾How would you respond to the question "should we just question everything then?"
At first I would say Yes, however if we begin to question everything then we may lose the idea of accepting what is.  I believe in order to grow we need to question, but not everything should be questioned.
◾What are "traditional banking systems of education"?
"Traditional banking systems of education" are the concepts teachers teach to students and what teachers rely on in order to educate the students. 
◾What does it mean to reformulate the learning process as a participatory one?
This means to let students slowly develop their own opinion and representation of the education taught to them.  The goal is to engage learners and "blur the boundaries between us and them."
◾Who was Paulo Freire?
He was a Brazilian Educator who developed "critical pedagogy."  He was a major influence in a new view on education and the goals behind it. 
◾What is critical pedagogy?
Critical Pedagogy is when students are encouraged to freely discuss the topics covered in the classroom.  They are encouraged to question common beliefs and develop their own beliefs. 
◾What concerns do you have about the goals of Critical Pedagogy?
Students may have difficulty developing their own opinions.  They want directions and rules to help them learn the basic norms of education.  I am concerned with the students who would give up because they would not be able to develop their own opinion or understand the true meaning of "free thinking."
◾What questions do you have about Critical Pedagogy?
Is there too much freedom when it comes to Critical Pedagogy?
How do we encourage students to discuss freely without leading them to question basic rules?Avila, JuliAnna and Pandya, Jessica Zacher. "Critical Digital Literacies as Social Praxis." (2013). Peter Lang Publishing, Inc. New York, NY.Freire Project TV. Seeing Through Paulo's Glasses: Political Clarity, Courage and Humility. Retrieved from http://www.freireproject.org/freire-project-tv/

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.  

Media Messages and Critical Pedagogy #1

Do you agree with the deconstruction? Why? Why not? Be specific.

I completely agree with the deconstruction.  The lady identifies specific items that viewers normally would not notice.  I feel that companies choose the "normal" audience and family household in order to try to get to the common American.  I liked the fact that the woman pointed out the fine print of the advertisement.  Most individuals do not notice the fine print until it is too late.  Then they are stuck in some contract for at least 2 years or some other significant time frame. 

Do you agree with the claims made in the deconstructions? Is the Century Link ad really a cover for a company that is making profits over customer satisfaction? Does the Alltel ad really promote racism or stereotypes of immigrants? Why or Why not? 

I can see where the Alltel ad may promote racism or stereotypes of immigrants.  Not all immigrants dance and have a party when they rent an individual's house.  I am not sure though if I feel it was done intentional.  However, immigrants may be related to showing a backup plan. 
At the first look at Century Link, it seems they are there for customer satisfaction.  At the end it shows a Dad hugging his daughter reinforcing they reconnect families. 

How do these deconstructions disrupt taken-for-granted realities?

The deconstructions break up the proposed meaning of the advertisement.  Therefore the message does not get across appropriately causing viewers to become hesitant when examining the commercials. 

What ideologies, cultures, economies, institutions or political systems are these deconstructions disrupting or interrogating?

They disrupt the traditional view of the American Dream.  The dream is a middle class white family that has everything to live a "normal" life.  The immigrants are thrown in to show the segregation and how they will never have the American Dream because they are not "true" Americans.  This is a big stereotype that may cause tension and enforce the affect of the stereotype. 

How are these deconstructions examples of individuals investigating manifestations of power relations?

These individuals display a so-called power when they are able to debunk the true meaning of a commercial or company's ad. 

How might conducting these kinds of deconstruction empower students whom  have been historically and continue to be disenfranchised by  "traditional schooling?

They will be able to view the true meaning of information being communicated to them.  Knowing how to deconstruct something will enable students to be better aware of what influences they undergo on a daily basis.  

How might deconstructing these kinds of media messages help students recognize connections between their individual problems and experiences and the social contexts in which they are embedded?

Students may be able to notice that problems and experiences they face are tied to the social media exposed to them.  When students see the connections, then they can better prepare themselves to face the stereotypes tied to the media messages. 

How might conducting these kinds of deconstructions disrupt traditional banking systems of education?

Educational philosophies are filled with stereotypes.  The deconstructions cause viewpoints to change and students to develop their own opinions.  I feel that education sometimes "programs" students to fit a mold and learn specific ways in order to fit in with society.  Deconstructing scenarios would break the traditional view and show students they are able to have their own opinion. 

2nd Magazine Construction

 

Techniques used:

1. Rhyming

2. Alliteration

3. Idiomatic Phrase

Reading and Discussion 4

"In sum, the best advertisements use images, jingles, and stories to focus attention on the brand. They are not just creative for creative's sake."

I chose this quote because it sums everything up and also reminds me of great examples of advertising I have seen.  I constantly refer to subway as a good question.  The jingle 5 Dollar Footlong is one of those phrases that will stick in individual's mind for a long time. 

Another advertisement is Burger King's "Have It Your Way!"  What person would not want to go to a place where they can have it their way.  I like how the article reiterates that the companies purposely do the ads the way they are done.  In order to catch viewers' attention, it is important to address issues connected to them.  The two companies I mentioned have successfully, I feel, lured consumers in.

Here is my link to a “good” advertisement.

This ad works by playing an upbeat song to draw viewers in.  Also it is about a specific car the Kia Soul.  Even though I am not a Soul person, I like this ad and I would actually test drive since the potential is “Totally Transformed”.

What reasons for teaching media literacy resonate with you? Why?

One reason I think it is important is because students need to be aware of what media tries to portray.  We as a society tend to get pulled into media and not realize if we are presented with the truth or misconceptions about the topic being addressed.  Another reason is because students need to know how to address and display themselves to the public.  Kids should know ways to make people understand what they want to share. 

Why is media production important for teaching media literacy? What are the challenges?

If students had the opportunity to create media in a safe and constructive environment, then they can learn proper ways to present information.  They can also learn eye-catching activities that can be used in the future.  One challenge would be the availability of technology and the rights to use it. 

How did the deconstruction and creation of a magazine cover address the 4 key concepts of media literacy programs? Give specific examples.

1.       Messages are constructed: We were given the opportunity to create messages about us and our lifestyles. 

2.       Messages are representations of the world: The deconstruction activity involved taking apart a magazine cover that addressed a famous actor, Arnold Schwarzenegger. 

3.       Messages have economic and political purposes and contexts:  The purpose of the magazines about Arnold was to show him in a movie and to show him as a governor of a state. 

4.       Individuals create meaning in media messages through interpretation: Each person has a different view on media-presented material. This freedom can open to individual interpretations of the message being displayed.

Explore the Common Core Standards and find three standards that media literacy would help you address in your content area or interest.

CCSS.Math.Practice.MP1 Make sense of problems and persevere in solving them.

CCSS.Math.Practice.MP5 Use appropriate tools strategically.

CCSS.Math.Content.8.SP.A.4 Understand that patterns of association can also be seen in bivariate categorical data by displaying frequencies and relative frequencies in a two-way table.

Magazine Cover

 

To create this magazine cover, I used contractions, simple sentences, and exclamations.  I feel magazine covers need to be simple but spread a powerful message.  When creating this magazine cover, I tried to spread to message of endurance and perseverance.  Each picture was taken at a different part in my life, but they can be tied together to show one common theme. 

I feel sometimes magazines are too busy and cause distractions when trying to read them.  For a publisher to spread an effective message, he or she should state important fact on the front which will lead to the reader wanting to know more. 

The exclamations I wrote are meant to capture the image and the meaning behind it.  I chose the bottom picture because it can capture the thrill of overcoming something and having the chance to be the victor.

While deconstructing the magazine, I tried to find the key phrases that I thought would try to relay the message from the author.  When I am at the store looking through the magazine rack, the magazines that stick out are the ones that are eye catching.  My goal with my cover was to create eye-popping phrases that attract readers.