lesson of media studies s2 prof mohib for make up exam good luck

1. Name: ____________________________
Deconstructing an Advertisement
We know that advertisers spend millions of dollars constructing advertisements
that will capture our attention and sell us on their products. To do this, it is
extremely important that they calculate each element of every advertisement.
Each of their messages is carefully constructed with potential profits in mind and
very little regard for the potential effects of these messages on the larger
society.
It is because of this that it is equally important that we, as viewers of these
advertisements, learn to take apart or deconstruct the messages we are
presented with in the media.
Choose an advertisement that catches your attention and answer the following
questions that will help you deconstruct the ad.
Step 1: Make observations about the ad and its techniques
1. List 5 adjectives that describe this ad.
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2. What do the people in the advertisement look like? (young, old, stylish,
etc.)
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3. What gender is represented?
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Adapted from: Media Education Foundation: http://www.mediaed.org and
Center for Media Literacy: http://www.medialit.org

2. 4. What are their facial expressions?
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5. Describe the camera angle. Is it far from the subject or close to it? Is it
above, eye-level, or below the subject?
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6. Take note of the lighting used in the ad. Does the lighting appear to be
natural or artificial? Why or why not?
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7. Are certain parts of the ad highlighted while others are not? If so, why do
you think this is? Are there shadows? If so, how big are they?
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8. What colors are used? Are they bright? Black and white? In sharp contrast
to each other?
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Adapted from: Media Education Foundation: http://www.mediaed.org and
Center for Media Literacy: http://www.medialit.org

3. 9. If the ad has text or copy, how does it look? What kind of font is used? Is
more than one type of font used?
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10. How big is the text?
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11. What color is the text? Is there more than one color used?
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12. What does the text actually say? What does the large text say? The small
text?
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Step 2: Determine the purpose of the ad
Remember that the purpose of an ad is always to sell a product!
13. What product is being sold?
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14. Do you find the product appealing? Why or why not?
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Adapted from: Media Education Foundation: http://www.mediaed.org and
Center for Media Literacy: http://www.medialit.org

4. 15. What feelings or emotions is the ad trying to associate with the product?
Did it work? Why or why not?
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Step 3: Determine the target audience
16. List three things you know about the target audience from this
advertisement.
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Step 4: Examine the assumptions the ad makes and the message it
sends
Remember that assumptions may not be contained directly in the ads
themselves, but in the messages that are produced from them.
Gender:
17. What assumptions does the ad make about gender? (i.e. Women are
powerful when they hold a hair dryer in their hands. Men like to drink
beer. Women are primary caregivers, etc.)
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18. Are these assumptions realistic? Why or why not?
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Adapted from: Media Education Foundation: http://www.mediaed.org and
Center for Media Literacy: http://www.medialit.org

5. 19. Do these assumptions reinforce or challenge stereotypes about gender
identity?
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Race:
20. What assumptions does the ad make about race? (i.e. African Americans
are excellent athletes. Latinos are sensual and passionate, etc.)
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21. Are these assumptions realistic? Why or why not?
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22. Do these assumptions reinforce or challenge stereotypes about racial
identity?
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Adapted from: Media Education Foundation: http://www.mediaed.org and
Center for Media Literacy: http://www.medialit.org

6. Class:
23. What assumptions does the ad make about class (i.e. Wealthy people are
happy and trouble-free. Poor people are always looking for a hand-out,
etc.)?
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24. Are these assumptions realistic? Why or why not?
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25. Do these assumptions reinforce or challenge stereotypes about class?
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Step 5: Examine the Consequences
26. How would different individuals respond emotionally to this message?
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Adapted from: Media Education Foundation: http://www.mediaed.org and
Center for Media Literacy: http://www.medialit.org

7. 27. What are some possible consequences? (long-term, short-term)
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28. Do the messages in this ad help or hurt people who want to change
society? How?
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29. Social responsibility is when people are aware that their actions have an
impact on society and make decisions that will help society. Is this ad
socially responsible? How or how not?
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30. Do you think it is important for advertisers to be socially responsible? Why
or why not?
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Adapted from: Media Education Foundation: http://www.mediaed.org and
Center for Media Literacy: http://www.medialit.org