Technique How it Works Humour Catches viewers’ attention and associates the product with a positive feeling Brand Priority Convinces the audience to chose one brand over another Celebrity Endorsement Suggests that viewers can identify with the celebrity by purchasing the product Personal Anxiety Implies that viewers will feel better about themselves if they purchase the product Framing Purpose Long shot An image is framed to show where the action is taking place. Medium shot Also called a “two shot” because two people will fit in the shot. Reaction shot A person not speaking is shown reacting to something being said or done off-screen. Close-up shot This shot shows the emotion on the face of one person or frames a product. Extreme close- up shot This shot may be used to covey emotion or tension. For example, a drop of sweat or shifting eyes. Purpose, Audience, and Message Who produced the Media text? What do the producers of the media text believe or value? Media Literacy Camera Shots used in Media Techniques used in Advertising Types of Media Tips for Analysing Media Adapted from Nelson Literacy
Transcript
Technique How it Works
Humour Catches viewers’ attention and associates the product with a positive feeling
Brand Priority Convinces the audience to chose one brand over another
Celebrity Endorsement Suggests that viewers can identify with the celebrity by purchasing the product
Personal Anxiety Implies that viewers will feel better about themselves if they purchase the product
Framing Purpose
Long shot An image is framed to show where the action is taking place.
Medium shot Also called a “two shot” because two people will fit in the shot.
Reaction shot A person not speaking is shown reacting to something being said or done off-screen.
Close-up shot This shot shows the emotion on the face of one person or frames a product.
Extreme close-up shot This shot may be used to covey emotion or tension. For example, a drop of sweat or shifting eyes.
Purpose, Audience, and Message Who produced the Media text? What do the producers of the media text believe or value? What are the purposes of the media text? Who is its target audience? Am
I part of the target audience? Why or why not?
Communication of Ideas and Information Have the producers of the text used appropriate elements (logos,
headlines, and visuals) for the media form and intended audience? Why or why not?
Media Literacy Name:________________
Camera Shots used in Media
Techniques used in Advertising
Types of Media
Tips for Analysing Media Texts
Adapted from Nelson Literacy 9
What effect do the elements have on the audience? Does the media text appeal to the audience’s emotions or reason? How?
Do the ideas, images, or sounds presented in the media text make sense? Do they logically connect to the main idea or purpose of the media text? Why or why not?
Points of View, Biases, or Stereotypes From whose perspective is the media text presented? How does it
compare to mine? Would others agree with that perspective? Why? Does the media text show bias? For example, does it favour one person,
group, or thing over another? Are the characters realistic or stereotypical? Believable or unbelievable?
Album covers market the artist – Take a look and the album covers below. Do you think they market the artist effectively? Why or why not? Who is the target audience?
