lesson 4 deconstruct an ad

Lesson 4 Slides:Deconstructing an Advertisement

The Media Straight Up!Critical Thinking Skills for Pennsylvania’s Youth

Captain Morgan RumOwned by Diageo (Dee-AH-Gee-O), a company that makes alcoholic beverages in more than 200 countries around the world.

The company launched a “social responsibility” advertising campaign after people complained that the Captain character was designed to appeal to young people.

Captain Morgan RumThe company spent $14.5 million to advertise Captain Morgan rum in 2005 on television, magazines, radio, newspaper, and the Internet.

Analyze an Alcohol Ad1. Color & Design

How is color used to attract your attention?

What kinds of technologies wereused to construct this message?

2. Language

“The Captain was here.Don’t drink until you’re 21. Captain’s orders.”

What comes to mind when you seethese words and phrases?

What feelings do you experiencewhen looking at the picture?

3. Relationships

What inferences (educated guesses) can you make about the people pictured in this ad?

What kind of relationship do you think they have?

4. Subtext

The ad suggests a meaning. It doesn’t state the meaning directly.

What are some possible messages that the advertiser wants you to think or feel after viewing this ad?

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

Girls who drink alcohol are attractive and fun to be with.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

Girls who drink alcohol are attractive and fun to be with.

What is accurate or inaccurate about these subtext messages?

What is true and falseabout these

subtext messages?

Captain Morgan Deconstructed1. Color & DesignRed is a big contrast with the dark colors of the outdoor, nighttime setting.

The drawn cartoon character and cartoon-like boots contrast with the realistic photograph.

2. Language The slogan is used on many Captain Morgan ads– it’sfamiliar to people.

The phrase, “Don’t drink untilyou’re 21” makes drinking seemlike an adult activity. But the girl depicted in the photo looks like a teen.

3. RelationshipsThe Captain looksinterested in the girl. She’s the center of attention.

4. Subtext•You’ll get attention if you drink alcohol.

•You can dress and actoutrageously if you drink alcohol.

5. AccuracyWhen people drink, they can do stupid things to make themselves the center of attention – in a very negative and dangerous way.

The Media Straight Up!Critical Thinking Skills for Pennsylvania’s Youth