Advertising, Obesity and Body Image

A vast majority of children have recognised the McDonalds symbol before they were even able to speak. Overweight children have been given fast food in hospitals. Approximately 67% of parents in Ireland believe their obese or overweight child is of normal weight. McDonalds feeds approximately 45 million  people everyday which is more than 15 times the population of Ireland. It has been stated that if you have eaten a Big Mac, large fries and large Coke you would have to walk non-stop for six hours to burn off the calories you gained.

As fast food is a significant factor in contributing to obesity, increases in coronary heart disease, cancer, stroke, hypertension, gall bladder disease and diabetes can be partly blamed on our fast food culture.

This excerpt from Primetime looks at how there are increasingly worrying signs that Ireland is facing an obesity epidemic. It is over 5 minutes long.

Prime Time: Appetite for Destruction

Published on May 31, 2012 by RTENewsNow

Ever wonder how big McDonald's and other fast food companies are? Here is a video presentation presenting facts and figures about the fast food industry.

The Infographics Show - Fast Food

Published on Jul 6, 2012 by TheInfographicsShow

A selection of Burger King ads. Do these models look like they are regular consumers of a Burger King diet?

Here is David Beckham in an advert for Burger King for the 2012 Olympics. Do you think it is right for a sports celebrity to be a celebrity endorsement for a fast food company? Is it sending out mixed messages? What messages do you think they are?

David Beckham - Burger King 2012 Commercial

Published on Apr 4, 2012 by dmv11graphics

The sponsors of the London 2012 Olympics were Cadburys, McDonalds and Coca-cola. For an event which promotes health and sport this was an interesting choice of sponsors. 

Notice how many times McDonald's cups or logos appear in the advert below. Why do you think McDonalds do this?

McDonald's 'We All Make The Games' Olympics TV Ad

Here is another take on this advert.


Why do you think Coca-cola wants to be associated with the Olympics? Do you think it sends out any mixed messages to young people?

Coca-Cola London 2012 Olympic Torch Relay Ad

Here is a very interesting video about the tricks advertising companies go to in order to make their food look better. Also remember that in todays world, these images can be photoshopped also just like the models explained in the previous thread. Do you think this is fair or not?

Food Ad Tricks: 

Helping Kids Understand Food Ads on TV

Uploaded by fbaker1346 on Feb 4, 2008

Here is a comparison of famous products. The advertisement is on the left while the reality may be on the right.

Fast Food: Ads vs. Reality

Uploaded by SpaceWars2025 on Sep 10, 2008

Type into Youtube

Type into Youtube: Jamie Oliver Nuggets and watch the video.

Here is a clip from Jamie Oliver's Dream School

Jamie's Dream School | Jamie vs. Nuggets

Uploaded by DreamSchool on Mar 2, 2011

Here is a clip from the film Supersize Me

Mcdonalds horror

Uploaded by acidburnben on Jun 14, 2007

Fault Lines : Fast food, fat profits: Obesity in America

Uploaded by AlJazeeraEnglish on Nov 19, 2010

Dundalk and the Water Charges

Speeches from Seamus Sherlock and Maeve Curtis regarding Irish Water and how people are fighting paying water charges in Dundalk. Edited by Marcus Howard. Filmed by Roisin Curtis. ‪#‎irishwater

Dundalk's Resistance to Water Charges

‬http://www.youtube.com/watch?v=9FZpa0I2cqw&feature=youtu.be





                                       Here is an older video made at the start of September

                     Water Rates Dundalk's Answer

Open Day videos

O'Fiaich Open Day 2010

https://www.youtube.com/watch?v=nQlAtjXrY6g

O'Fiaich College Open Day 2013 PLC Courses

O'Fiaich Evening Class promo

https://www.youtube.com/watch?v=EuUbAIdWg4s

Lockout 2014 Water Charges Protest

Directed and edited by Marcus Howard. A selection of speeches and short interviews with many non-political groups who are opposing the water charges and Irish Water. The protest was called Lockout 2014 on September 20th and was hosted by a selection of non-political groups. Many people also returned their letters from Irish Water with "Return to Sender No Consent No Contract" in the GPO. Despite the huge number who turned out the protest was not covered by RTE. 

#Lockout2014 #Irishwater


                                 Lockout 2014 Water Charges Protest

In case anyone is wondering about the size of the protest I filmed this section near 2 o'clock from the O'Connell statue. I only arrived at 1 and people had been marching around the centre of Dublin I was told since 12. This clip is nearly 2 minutes long but I'm posting it to help figure out numbers. 

Lockout 2014 The Size of the Protest

Multimedia Communications Unit 1 Analysing Media Texts

Do you believe everything you read and see? Have you ever disagreed with a story or viewpoint? At what point did you make that decision? Do you ever wonder if the media you read has an agenda or purpose? Who is the article aimed at? Is it balanced or does it prescribe to a particular viewpoint? How do you analyse media to make sure you get a more informed opinion?

Have a look at this article which shows a variety of newspaper covers on the day of the Scottish referendum for independence. Are the covers of these newspapers balanced or unbalanced? Is there an agenda or purpose to any of these newspaper covers?

http://www.thejournal.ie/vote-scottish-independence-1677062-Sep2014/

To Do Now:
Look up 2 articles from the internet, magazine or newspaper of your choosing that are Irish based. Make sure they have an image to accompany the article and bring them into class.

Key elements for analysing Media Text include:
1.The Audience and purpose
2.Language
3.Analysing Headlines
4.Analysing Pictures
5.Fact and opinion

1.The Audience and purpose
The audience and purpose of a text can affect how an article should be written. For example, how technical should an article be which is aimed at an audience who stereotypically are not that technological? Is there anything you should assume the audience knows or doesn't know about already? How should an article for business people be written? How should an article be written for parents or teenagers and young adults?

 To understand the purpose that an article was written, helps you analyse it better. You are also better informed to understand the agenda of the writer.The purpose of an article can help the tone, language and style of the writing. There has been a development in some publications for articles which are paid advertising (which is often stated in small writing in a corner of the page). 

The videoclip below from Portchester School gives examples from media texts regarding how to analyse the audience and purpose. Take a look at the video before carrying out the exercise in the discussion section. 

Youtube Video: Media Texts - Audience & Purpose

Uploaded by PortchesterSchool on 14 Apr 2011

Pick 2 articles from the internet or newspaper that are Irish based. Write down how you think the articles appeal to a particular audience. 

• What is the purpose of the article?
• Comment on the following questions:Is the language persuasive, informative, entertaining or advice oriented?
• Is the article aimed at a wide audience or specific genders and age groups?
• If there is an image used in the article, how do you think this is used to appeal to a target audience?
• Is the article deliberately provocative? If so, why do you think this is?
• Is the wording of the headline mentioned often in the article?
• Do any facts or statistics back up the article's opinions?

2.Language Language can help shape the content of an article. How language sounds can influence the impact of the article. How emotions are conveyed can help encourage a reader's way of thinking. Sarcasm can encourage a manner of thinking by belittling an opposing thought through humour. Language can directly address a reader to involve the reader in the argument eg words like "you". Language also uses argument to connect the writing with the author's point of view. This use of language can lead the reader through the ideas of the article to keep them interested.

The videoclip below from Portchester School gives examples from media texts regarding how to analyse language. Take a look at the video before carrying out the exercise in the discussion section.

Youtube Video: Media Texts - Language 

 Uploaded by PortchesterSchool on 16 Apr 2011

Pick 2 articles from the internet or newspaper that are Irish based. Write down how you think the articles use of language effects the reader. 

• What is the purpose and effect of the language?
• Comment on the following questions:What do you think of the language used in the article?
• Who do you think the language is aimed at?
• How does the writer engage the reader?
• Do individual words, phrases or sentences impact upon the reader?
• Is the language used biased or unbiased?
• What observation can you make about the writers use of language? What is the tone of the writing like?
• Can you use a quote from the article to back up your thoughts?
• How is the article designed to make the reader feel?
• What is the effect of the language? 

 

3.Analysing Headlines 
A headline's job is to arouse your interest in the article. The headline should give a clue as to what it is about. It may be linked with a picture to deliver a greater impression on the reader. Reporters often use alliteration in their headlines to make the article sound catchier. 

The videoclip below from Portchester School gives examples from media texts regarding how to analyse headlines. Take a look at the video, then look at the example pictures below before carrying out the exercise in the discussion section.

Youtube Video Media Texts - Headlines

Uploaded by PortchesterSchool on 13 Apr 2011
Look at the following headlines below and take into account some of the suggestions from the video above.

The headline below is playing on the name of the film Slumdog Millionaire

Pick 2 headlines from the internet or newspaper that are Irish based. Write down how you think the headline could attract readers. Break the headline up into sections and comment on the following questions:

• Do you notice any alliteration? Are there any puns within the text?
• Does the headline have more than one meaning?
• Is the headline very dramatic compared to the article?
• Are there exclaimation marks at the end of the sentence? If so, what does this suggest to you?
• Are there any command verbs suggesting you should take action (eg vote, ban, stop etc)
• Are there any strange ideas in the headline? If so how would that interest you to want to read the article ?
• Is there strong opinion within the headline? Why do you think this is so?
• Is there any slogans used?
• Is there any name dropping in the headline to spice up the article?
• Are there any rhetorical questions within the headline (questions that don't need an answer)?
• Do any of the headlines suggest they are speaking for you? (do they use language like "our" or "they"). Why do you think this is so?
• Is there a problem highlighted in the headline? How would that effect the reader?
• Is the headline simple or factual?
• How does the headline combine with the message in the image used (if there is one)?
• Are there any metaphors used?
• Is there any rhyming of words used?
• Is the location mentioned in the headline? How could this be important for the reader?
• What is the message behind the headline?

4.Analysing ImagesThe job of an image is to interest the reader to view the article it is about. What aspects of an image or diagram should you be looking at when analysing media texts? What makes the choice of picture linked to an article effective or interesting? Does the image add emotion or humour?

The videoclip below from Portchester School gives examples from media texts regarding how to analyse images. Take a look at the video before carrying out the exercise in the discussion section.

Youtube Video: Media Texts - Images

Uploaded by PortchesterSchool on 12 Apr 2011

• How is the text and layout used in the image?
• How is the information organised? 
• What does the image suggest?
• How is the image linked to the article?
• What emotions is the image trying to convey to the reader?
• Is the image positive or negative?
• What kind of people are in the image? What is their bodylanguage and appearance like?
• How is colour used in the image?
• What mood does the image convey?

5.Fact and opinion
Can you tell the difference between fact and opinion? A fact is a real event which can be proven by evidence. Opinions are somebody's beliefs or thoughts. Opinions may not be able to be backed up by evidence. How a sentence is phrased can determine if it is a fact or not. Be aware of words like "believe" or "may" compared to words like "is", "was", "were", "proves". Think about how these words convey certainty or uncertainty. Opinion can be biased and sarcastic and the choice of words used will often convey degrees of uncertainty eg "might", "believe" or "think".

To identify facts, look for words which convey certainty and for opinion look for words which convey uncertainty.

The videoclip below from Portchester School gives examples from media texts regarding how to identify fact and opinion. Take a look at the video, then look at the example pictures below before carrying out the exercise in the discussion section. 

Youtube Video Media Texts - Fact & Opinion

 Uploaded by PortchesterSchool on 14 Apr 2011

Pick 2 articles from the internet or newspaper that are Irish based. Write down how you think facts and opinions are discussed. Comment on the following questions:

• What language used communicates facts?
• Is the whole article factual or is there some opinion? How does the language change if there is?
• Are there statistics used?

Please take a moment to give feedback in the comments section below

What was difficult in this task?

What did you learn?

Is there anything else that could have been included in the topic to make it easier for you to understand?

Was the topic explained well or not?

Are there any video links from Youtube that may also be useful?

(if so please copy and paste the link in the comments section with a sentence explaining what it is)

Media Studies Transition Year Parts of an advertisement

We are exposed to 3000 advertisements per day. An advertisement sells a product, service or message. Companies spend millions on selling their products to us. Advertising is communicated through the mass media. The mass media involves newspapers, TV, the internet, photographs, posters, brochures, flyers and computer games.

Everyone is targeted either directly or indirectly. With the popularity of social networking sites like Facebook, companies have a better understanding of targeting you directly based on the information you have uploaded. 

Class Discussion in pairs

1.What advertisement have you just seen or heard?

2. How does the product or service compare to the advertisement?

Report back on partners contribution

Why Advertise?

 “Advertising is based on one thing: Happiness.”

Don Draper from the TV series Mad Men

(alternate quote: What you call love was invented by guys like me, to sell nylons. )

Advertising often sells a dream so you will want to make a purchase. Companies spend so much on advertising to influence and persuade us to spend our money to purchase their product, service or message.  We are often told how our lives would be different by the advertisement if we just purchased that one particular product.

The 3 Main Parts of an Advertisement

1-Caption or Slogan

2-An illustration to assist the caption

3-The copy

1-Captions and Slogans

A caption is a brief explanation often attached to an illustration, poster or piece of writing. Slogans are a motto or striking phrase to be associated with the advertisement. 

The purpose of the caption or slogan is to:

• Promote successful qualities – happiness, freedom, beauty, originality and “coolness”

• Appeal to a reader’s hopes by tempting them with a promise eg you will look younger, more attractive, feel happier etc

• Appeal to a reader’s insecurities eg you won’t be as happy, successful or cool unless you purchase our product.

• Using the language of opinion as fact eg “Whiter than white” “kills 99% of all known germs dead”

Exercise 2: My Favourite Slogan Written Exercise

• What is your favourite slogan?
• Write about the choice of words used. What kind of positive or negative words are used?
• What promise or threat is made?
• Is a celebrity or mascot used in the advert?
• How is it catchy? (Is alliteration, repetition, rhyme, metaphors or similes used?)
• How easy is it to remember?

Exercise 3: Comparison of 2 Advertisements

Look at the two examples below for GoCompare and Compare the Market.

• What product is being advertised?
• Why are both advertisements set in a previous century? (consider stability, reliability, reassurance etc)
• Which advertisement do you prefer? Why? (comment on the use of repetition, humour etc)

• What are the slogans used in both ads?

Go Compare Ad

Compare the Market Ad

2-Illustration

The illustration gives an image about what the product looks like or will do for you. The product may be linked with happy successful people, couples or families. The product may also be linked to an emotional image or story eg babies, love, cute animals etc

Chanel Advertisement

Evian Advertisement

The 4 parts of an illustration

a)-Lifestyle

b)-Values

c)-Colours

d)-Logos

The 4 main parts of the Illustration

a)-Lifestyle is the type of lifestyle you are being sold. What kind of life are the characters in the advert leading? What kind of dream is being sold? Will buying the product realistically help you achieve the lifestyle from the advert?

b)-Values are what the product promises you will attain if you purchase it. The aim of the adverts is that the consumer will immediately associate the promises which have been made as soon as the product is seen to encourage purchasing.

c)-Colours are used to associate different feelings with the advert. Yellow is associated with happiness, green with nature,red with excitement and danger, purple with luxury and black with danger and sophistication.

d)Logo is the sign which identifies the brand. Examples of famous logos include Addidas, Nike and McDonald’s 

Exercise 4 Visual Impact Written Exercise

• Pick an advert from the internet
• What is the scene and what props were used?
• What is being said by the people and their faces?
• What gestures are being shown?
• What kind of lifestyle is being communicated to you?
• What colours are used?
• Is a logo used?
• What values are suggested by the advert?

3- Copy is where claims are usually made about the product. It is the main text in an advert. Sometimes the copy will suggest you will be safer or happier if you use this product. Often facts, opinions and promises are contained within the copy

When looking at the copy as a reader you need to be able to make the distinction between facts and opinions. Advertisers use various methods of persuasion to sell their product or service.

Fact and Opinion

When analysing whether a statement is a fact or opinion, consider:

Who is saying this statement?

Can the product deliver this promise?

What evidence is presented for the statement?

Look at the following claims in the gallery below. Can you tell what is fact and what is opinion?