Transcript Media Influences

Media Influences
What/who influences our
decision making process?
Friends
 Family members

Parents
 Siblings

Values/Morals
 Society

Defining “Media”
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A form of communication
Through publication or broadcast that
carries advertising
 A mode of artistic expression or
communication

Identify and provide examples of
major types of communication
Television
 Movies
 Radio
 Books
 Newspapers

Magazines
 Billboards
 CDs
 Videos
 Internet
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How the Media Influences
Us?
Goal of “Media” is to persuade
opinions, attitudes and behavior
 Media is a powerful tool to send
messages (communicate)
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Ability to reach millions of people
How do you think Media
affects/influence you?
Evidence of its power can be found in
the billions of dollars spent by
advertisers
 Key to advertising is not the message,
but how the consumer interprets the
message
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Alcohol Advertising and
Youth
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Did you know?
 By the time teenagers reach driving age they will have
seen 75,000 ads for alcohol (CQ Researcher, 1992).
 Results from one study indicate that beer
advertisements are a significant predictor of an
adolescent's knowledge, preference, and loyalty for
beer brands, as well as current drinking behavior and
intentions to drink (Gentile, 2001).
 Television advertising changes attitudes about
drinking. Young people report more positive feelings
about drinking and their own likelihood to drink after
viewing alcohol ads (Austin, 1994; Grube, 1994).
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Fifty-six percent of students in grades 5 through 12
say that alcohol advertising encourages them to drink
(American Academy of Pediatrics, 2001).
American children view 2,000 beer and wine
commercials per year (American Academy of
Pediatrics, 1995).
The alcohol industry spends $2 billion per year on all
media advertising (Strasburger, 1999).
The beer brewing industry itself spent more than $770
million on television ads and $15 million on radio ads
in 2000 (Center for Science in the Public Interest,
2002).
1. What age group is this ad most likely targeting?
2. What is the “Catch of the day” referring to? How does it relate to
sex?
3. How does the clothing of the girl in front contribute to the message in
this ad?
4. How is color used in this ad?
5. What type of messages are being sent about gender?
What are some questions that
you should ask about
messages?
Who is behind this message?
 What is the message?
 How are they trying to convince me to
listen to their message?
 Why is this message being sent?
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Resisting Media Influences
Be aware of the powerful impact the
media can have
 Recognize the methods used to
influence our thoughts and action
 Learn to analyze what we see and
hear in the media in terms of our
current knowledge, attitudes, values,
and ability to think logically
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