Media Representations and Tactics

You Are Entering The Commercial Zone

It may be difficult to hear this, but you all exist in a time controlled by Powerful Media Conglomerates.  They have had their eyes on you since you were born.  Your purpose has become to buy products and sell your attention to the highest bidder.  You have entered "The Age Of Hyper-Commercialism."

Don't worry, it's not that bad and you are still in control... somewhat.  The point to be taken here is that Advertisers and the Media have been working together for nearly a century to take your buck.  We see advertising everywhere we go.  The internet has become more commercialized and may not be the free thinking sanctuary we would like to believe.  We like to believe that sitting down every night as a family to watch hours of "quality" television is a healthy family activity.  We need to think twice about this because realistically there are certain "intentions" at play here from media and advertising, sometimes these intentions can be unethical.

Advertising agencies are highly specialized in the art of manipulation.  First they choose what demographics their product will be sold to.  There is a high amount of common sense involved here along with psychological creativity.  Rudimentary advertising has been in practice for quite some time.  When we think about how the media represents different classes in society, we often see the same types of advertising.  This is where our own self control thought should turn on.

Identity Stereotypes: Narrative Analysis

There are many components that bring a story together and the media makes use of stereotypes in their narratives.  In American media, people with the most economic power are white males from the upper class.  We often see media that speaks to them, it is the most dominant form of media.  Advertising to the dominant class usually consists of sophistication, intelligence, and stress free environments.  The ads usually convey the upper  class male as a man of confidence and security.

Gender:  Advertising with woman continues to portray woman as sexual objects.  Beauty product, diet, and underwear commercials dominate the women's market.  some examples are Slimfast, Neutrogena, Aveeno, Revlon, Jenny Craig.  

Race and Ethnicity:  Companies target minorities by creating commercials specifically designed for them.  Toyota practices this.

Class:  "One of the subtle ways hegemony can work in major media is to marginalize working-class concerns."  Advertisers depict unrealistic stories of working-class citizens and their need to buy products.

• If your  a wealthy individual, how do advertisers persuade you to buy something?

"Your drink Sir Snob"

• If you consider yourself middle class, who or what persuades you to make a big purchase?

Dennis Leary goes acts middle class blue collar for Ford.

• If you've been categorized as a lower class poor person, who tells you what to buy?

I'm Lovin' It

According to the United States Census in 2009, the median family income for black families was $38,409.  The median income for white families was $60,088.  Advertising companies use data like this to target their audience.  McDonald's started a campaign to target the black community.  Since their food is priced lower than many other restaurants and fast food chains, they advertise to many lower class minorities.   

We will convince you to love it