Transcript Print Ad Deconstruction

Print Ad Deconstruction
Mini Lesson and Assignment Directions
Grade 9 Media
What is DECONSTRUCTION?

Deconstruction is a method used to analyze media.

Deconstruction is when we take a media example apart to look at
the pieces used to create it and the effect they have on the final
product.

Deconstruction leads to identifying and understanding messages
conveyed beyond the selling of the product or service.
What do you have to do?
1. Get the needed materials: a print ad that you find
interesting, poster board, glue, scissors, markers
etc.
2. Study the ad. Use the questions on the
assignment handout to guide your study and create
rough copy notes.
3. Revise and edit your notes--add details and
support for your ideas from the ad.
4. Prepare good copy and assemble poster.
5. Prepare to present your findings.
Trident Splash – “Survive a Snack attack!”
CONTEXT
a) Who created this message?
b) Who is the target audience?
c) Why was this message sent?
d) In what magazine is the ad found?
PRINT AD
DECONSTRUCTION
Colour and Design
--How is colour used to attract my attention?
--Evaluate the layout of words and images. Is
your eye drawn to one area? Is the layout
simple or busy? Is the layout effective?
Explain.
--What kinds of technologies were used to
construct this message?
Appeals
--What appeals/strategies are used? Explain.
The ad suggests a meaning—it doesn’t state
the meaning directly.
--What are some possible messages that
the advertiser wants you to think or feel
after viewing this ad? (implied messages)
--Explain your answer to this question with
direct reference to the advertisement.
CREATIVE TECHNIQUES
Language
--Read all of the words on the page. What
comes to mind when you see these
words/phrases? What feelings do you
experience when you look at the image(s)?
SUBTEXT
ACCURACY
--What is true and false
about the subtext message
in this ad?
Maslow
--According to Maslow’s theory, to
what human need is the advertiser
connecting their product?
--Explain
--How might different
people understand this ad
differently?
CONTEXT
a) Cadbury Adams, which owns Trident, paid
for this ad.
b) his ad was found in a woman’s magazine,
which means that women—most likely
between 20-50—are being targeted. Based
on the style of dress and the nanny in the
background, we can surmise that a highend market is the primary socio-economic
group targeted.
c) This is a new product-line extension, which
is being promoted to generate sales.
d) This print ad was taken from Allure—a
woman’s entertainment and beauty
magazine.
CREATIVE TECHNIQUES - Colour and Design
• The colour yellow is cleverly used in this
advertisement. Notice that there are three main
splashes of yellow—the frozen treat, the lady’s
dress and the trident package.
• These three splashes of yellow contrast with the
green background and draw the eye towards them.
• The size and placement of this colour forces the
reader to follow a carefully crafted story: first the
reader looks at the “problem” (the large frozen treat),
then the eye will notice the “victim” (the lady) and
finally the eye moves down to find the “solution”
(the gum).
• By using a single colour that is bright and stands
out, the creators of the ad focus our eye on the
story and as a result, on the product!
CREATIVE TECHNIQUES
Language
The words and phrases that stand out to me in this
advertisement are “Survive” and “Fight Back”. It
seems that feeling hungry is a negative thing. These
words give me the impression that feeling hungry is a
feeling that should be resisted and overcome.
Appeals
Two main appeals are employed in this advertisement.
First, “The-Slice-of-Life” strategy. Clearly a story is
being told that includes a conflict (being hungry) and
the product is offered as a solution. Second, the
“humour strategy” is used. Some people might find it
funny that this beautiful woman is battling with a
giant frozen villain.
Maslow
According to Maslow’s theory, the
advertiser is connecting Trident to
esteem needs.
The ad suggests that you will
achieve success, confidence and
power if you resist the temptation
to eat and chew this gum instead.
SUBTEXT
The unstated message of this ad is that
women’s bodies must be controlled. If we
want to be beautiful, we must fight against
our body’s natural desires.
The woman in this image is thin, feminine
(dainty shoes/sundress) and strong (she is
holding a trike over her head). If we want to
be like this, we must fight the urge to eat.
CONTEXT
a) Cadbury Adams, which owns Trident, paid for this ad.
b) This ad was found in a woman’s magazine, which
means that women—most likely between 20-50—are
being targeted. Based on the style of dress and the
nanny in the background, we can surmise that a highend market is the primary socio-economic group targeted.
c)This is a new product-line extension, which is being
promoted to generate sales.
d)This print ad was taken from Allure—a woman’s
entertainment and beauty magazine.
CREATIVE TECHNIQUES
PRINT AD
DECONSTRUCTION
SUBTEXT
The unstated message of this ad is that women’s bodies
must be controlled. If we want to be beautiful, we must
fight against our body’s natural desires.
The woman in this image is thin, feminine (dainty
shoes/sundress) and strong (she is holding a trike over her
head). If we want to be like this, we must fight the urge to
eat.
ACCURACY
To many women, this ad reinforces the incorrect idea that
being thin is beautiful. With eating disorders on the rise
and few girls and women celebrating their bodies regardless
of their size, this ad perpetuates the unhealthy message
that rather than have a healthy snack or eat a meal—you
should eat gum. Clearly this problematic.
Colour and Design
The colour yellow is cleverly used in this
advertisement. Notice that there are three main
splashes of yellow—the frozen treat, the lady’s
dress and the trident package. These three
splashes of yellow contrast with the green
background and draw the eye towards them. The
size and placement of this colour forces the
reader to follow a carefully crafted story: first the
reader looks at the “problem” (the large frozen
treat), then the eye will notice the “victim” (the
lady) and finally the eye moves down to find the
“solution” (the gum). By using a single colour
that is bright and stands out, the creators of the
ad focus our eye on the story and as a result, on
the product!
Language
Maslow
According to Maslow’s
theory, the advertiser is
connecting Trident to
esteem needs.
The ad suggests that you
will achieve success,
confidence and power if
you resist the temptation
to eat and chew this gum
instead.
The words and phrases that stand out to me in this
advertisement are “Survive” and “Fight Back”. It
seems that feeling hungry is a negative thing. These
words give me the impression that feeling hungry is a
feeling that should be resisted and overcome.
Appeals
Two main appeals are employed in this
advertisement. First, “The-Slice-of-Life” strategy.
Clearly a story is being told that includes a conflict
(being hungry) and the product is offered as a
solution. Second, the “humour strategy” is used.
Some people might find it funny that this beautiful
woman is battling with a giant frozen villain.