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Media Bias. Advertisements: Do they contain bias?. What is an advertisement?. Very simply, an ad is a tool to get people to want to buy something. Name places where you see advertisements: Television Magazines Newspapers Billboards The Internet Movie theaters On products

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media bias

Media Bias

Advertisements: Do they contain bias?

what is an advertisement
What is an advertisement?
  • Very simply, an ad is a tool to get people to want to buy something.
  • Name places where you see advertisements:
  • Television
  • Magazines
  • Newspapers
  • Billboards
  • The Internet
  • Movie theaters
  • On products
  • On public transportation
how are ads biased
How are ads biased?
  • Ads are created to convince people to think or do something in particular.
  • The company that made the advertisement wants us to see thing from their point of view.
  • What are you supposed to think when you see the following ad?
the target audience
The Target audience
  • Ads are directed to a target audience – a group of people who advertisers think will buy or use the product.
  • Advertisers put ads where they think the target audience will see them.
  • What products do you think are targeted to teens?
  • Video games
  • Energy drinks
  • Clothes
  • Electronics
  • Junk foods
what techniques do advertisers use to reach their target audience
What techniques do advertisers use to reach their target audience?
  • Testimonial: a real-life person has used the product and loved it.
    • A woman talks about the weight she lost at Curves and how easy it was.
  • Endorsement: a well-known person associated with the product (a specific type of testimonial).
    • Example: a celebrity uses ProActive to clear up acne.
  • Association: attempt to associate their product with the people, values and lifestyles depicted in the ads.
    • Example: a model wearing a swimsuit on a luxury yacht (associated with wealth).
  • Sense appeal: using images and sounds to appeal to one or more of the five senses.
    • Example: a fast-food place with a sizzling burger on the grill.
techniques continued
Techniques continued
  • Appeal to emotion: appeal to those emotional needs experienced by all humans
    • A life insurance company selling financial security for your family should you pass away.
  • Fear tactic: attempt to sell their product by playing on our fears.
    • Example: A home security company showing a burglar breaking into a house at night.
  • Hype: product will give you some sort of amazing results
    • Example: New weight-loss beverage will help you lose 10 pounds a month (while still eating all the cookies you want).
  • Call to action: The part of the ad where the consumer is told what to do.
    • Example: Call this 1-800 number now for this special offer!
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