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Understand how media messages are constructed and how they affect our perception.
Did you know that the average person sees between 4,000 and 10,000 advertisements every single day? How many of them actually change the way you think without you even noticing?
Every piece of media you consume was constructed by someone with a specific goal. Media Literacy is the ability to 'read' these messages to see what they are really saying. We usually see three main formats: Advertisements (designed to persuade you to buy or do something), News (designed to inform you about current events), and Social Media (designed to connect people or entertain). Understanding the format is the first step in knowing whether to trust the information or look at it with a critical eye.
Quick Check
If you see a post on Instagram that says 'You won't believe what this celebrity did!', what is the most likely primary goal of that media format?
Answer
The primary goal is likely entertainment or 'clickbait' to generate views, rather than purely objective news.
1. A store wants to clear out old inventory. 2. They create a sign with a bright Red background and bold white text. 3. They place the word '50% OFF' in the center of the layout. 4. The red color triggers a 'stop and look' response, while the layout ensures the discount is the first thing you see.
Quick Check
Why might a bank use the color blue in their logo instead of bright orange?
Answer
Blue is associated with trust, stability, and professionalism, which are qualities people look for in a bank.
No media message is for everyone. Creators design content for a specific Target Audience—a group of people defined by age, interests, or needs. To find the audience, ask: Who is this for? and What do they value? For example, an ad for a video game uses fast-paced music and bright colors to attract teenagers, while an ad for a retirement plan uses calm music and soft lighting to appeal to older adults. Identifying the audience helps you understand why certain persuasion techniques are being used.
Consider two different cereal boxes: 1. Box A: Features a cartoon tiger, bright neon colors, and a free toy inside. Target Audience: Children. Technique: Fun and excitement. 2. Box B: Features a bowl of plain oats, muted earth tones (brown/green), and text about 'Heart Health.' Target Audience: Health-conscious adults. Technique: Logic and well-being.
Imagine you are scrolling through a tech news website. You see an article titled '5 Reasons This New App Will Change Your Life.' 1. Notice the small text at the top that says 'Sponsored Content.' 2. Even though it looks like a News article (format), it is actually an Advertisement. 3. The target audience is tech-savvy people looking for productivity tools. 4. The layout mimics a trusted news source to gain your confidence.
Which color is most likely to be used by a fast-food brand to create a sense of urgency and hunger?
If a piece of media uses the formula , what happens to the impact if the visuals are confusing?
A 'Target Audience' refers to the group of people a media creator specifically wants to reach.
Review Tomorrow
In 24 hours, try to recall the three main media formats and one emotion associated with the color blue.
Practice Activity
Try this on your own: Find a commercial on TV or YouTube and identify three things: the format, the target audience, and one visual trick they used to grab your attention.