A Simple Application of Media Literacy

Do you ever wonder how advertisements convince you to buy their product? Well, I'll be sharing how I've been looking at media so I can better understand the information I'm being shown! These tips are what I've learned from my online course on English for Media Literacy (via Coursera - University of Pennsylvania.) I made a sample cereal ad as a guide. Basically, when you see advertisements or any type of media (whether it be pictures, videos, or audio), you have to ask yourself these six questions:

If you want to do this with me, you may search for an advertisement to test these steps yourself!

This is just a small overview of the types of media we see in our everyday lives. We have print (newspaper and magazine), broadcast (TV and radio), outdoor (Out-of-Home/OOH), and the internet. When we ask what type of media we are being presented with, we understand how the media was made and who they are making this for (aka. their target audience.)

Example Analysis:

If you find this cereal ad on TV on a cartoon channel, you can say that their target audience is children who watch the channel. They may see the ad and ask their parents to buy the product.

All media messages are made by people. It's important to know who is behind these media messages. They are the ones who decide what to include and what not to include in the media. Being familiar with the ones who make the ads helps us understand why the creators chose this information or elements for this media.

Example Analysis:

Let's say the company "Liberty's" collaborates with an ad agency to promote their product. The staff of Liberty's are the ones who decide what information will be put on the ad to attract more buyers. The ad agency is in charge of creating and handling advertisements on different platforms.

Creators of advertisements use methods to make the media relatable to their target audience. Oftentimes, they use humor, catchy slogans, bright and good color combinations, items of everyday life, and facts about the product that may be interesting to the viewers.

Example Analysis:

This cereal may be colored red because it's a bright color and catches attention. The people behind this ad could have chosen to put the cereal box in 3/4's position to show that it is 3D. The empty cereal bowl may imply that the cereal was so delicious, the person finished eating fast. The toy racecar and race flag is a representation of the cereal. It is known that young boys like cars and may consider asking their parents to buy the product.

The media must include information from people with a variety of ideas, views, and backgrounds. We are won't see the whole picture if the media leaves them out. However, information may have been left out because the people behind creating this media decided that they were not important. You just have to do your research and see other people's reviews on the product when it comes to this one!

Example Analysis:

The ad didn't mention the sugar levels of this cereal. They did not say that eating a great amount of this cereal can lead to complications. They also omitted that besides the natural flavoring, there are also minimal levels of artificial flavors. Oh, and they didn't say that the toy car is not included in the cereal.

Every person may have a different opinion from another. We ask this question as a basis for research because different people react based on their own experiences, gender, age, beliefs, and cultures, Sometimes, media is based on what the company thinks is important and it may or may not align with your or other people's values.

Example Analysis:

You may not be as thrilled to see this cereal ad as compared to a younger relative. A parent may be more interested in buying this if they have a little kid in their household. You may consider this product as an option if you are the person who buys groceries for the family.

Media may be created to inform, convince people to buy the product/service, or entertain the audience. Though, the usual purpose of media being sent is money and power. Nonetheless, we have to know who is receiving the money and power, and whose views and values we support by engaging with this media.

Example Analysis:

Maybe, they want the target audience to know that their cereal is better than other brands. You may also say they show this ad in the morning to get attention from those having breakfast, hoping they would consider buying their product. The company may value health as a priority, which is why they added natural flavors, and we support that.

Congratulations! Next time you see a media message, you can now filter the things you encounter online and offline. Additionally, reflecting on these can also prevent you from scams because you would know how information can get manipulated to capture your attention. I hope this will help you in making good decisions as you go about your day!