MEDIA 6: Media Literacy, Advertising, and Communication Analysis

This document presents a comprehensive set of assignments focused on media literacy, encompassing various aspects of media analysis and communication. The assignments cover topics such as deconstructing media texts, identifying advertising techniques, analyzing bias in news articles, and evaluating website design. The student explores concepts like media messages, subtexts, and advertising strategies, including celebrity endorsements and weasel words. Assignments include email communications to regulatory bodies like CRTC, reflection on oral communication skills, and a critical examination of marketing tactics targeting children. The work demonstrates an understanding of media literacy principles and an ability to analyze the impact of media on individuals and society, including the ethical considerations of marketing practices. The assignments delve into the effectiveness of different marketing techniques and the importance of critical thinking when engaging with media content. The student also reflects on personal communication strengths and weaknesses, demonstrating a holistic approach to media literacy.

Running head: MEDIA
MEDIA
Name of the Student
Name of the University
Author Note

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Lesson 16
Assignment 1
Question 1
Quijada’s parents decided not to be have a television at home in order to ensure no wrong
message from media can manipulate Qujada’s mind. Her mother stated providing media literacy
by deconstructing the other perspectives behind popular movies meant for child like Cinderella
or Flashdance. Her father stated deconstructing television commercials by making casual yet
note worthy comments that encouraged Quijada to think from a perspective that is different or
rather opposite from what was showing in the commercials.
Question 2
AS per Quijada, majority of the young people invests approximately 7 and a half hours to
interact with media.
Question 3
The term text refers to massage sent by the media to its audience. Subtext refers to the individual
interpretation of a media message.
Question 4
The counter advertise reconstructed by a 9th grade student, as per my opinion has effectively
deconstructed and reconstructed the original advertisement.
The original advertisement was about a credit card that offers 5 percent cash back and the add
have used various techniques of precaution like bribery. The 9th year student had flipped the

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frame in order highlight the hidden information and motive of the advertisement. He pointed out
how the add have used corporate manipulation technique and consumers possess high risk of
getting at debt.
Question 5
As a student of Media literacy, I try to focus on the subtexts associated with a media
demonstration. It helped to evaluate my critical thinking capacities along with helps me to
understand the hidden massage, risks or negative aspects of the media demonstration.
Assignment 2: Deconstructing a Media Text

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The above advertise can be reconstructed with the tagline “sometimes, an anti racist approach is
better”. According to the reading “Key Concepts for Media literacy” the 5 concepts associated
with Media literacy include:
 All messages delivered by media are constructed.
 The messages are constructed with the help of creative language.
 Different individuals experience the same message given by media differently.
 Media have embedded values as well as points of view.
 Most media messages are organized for gaining profit and/or power.
From the above given media massage, it can be understood that the company wants to highlight
the fact that the beer offered by the company is light due to its smoothness. However, the
underlying or hidden massage behind the advertisement can be interpreted in various ways. One
of the major interpretation of the massage is that people with light complexion is superior to
people with dark complexion. Also, the massage given by the company strongly indicates
corporate manipulation.
Assignment 3: Bias in the News
The main argument of Blachford in the article is that Canada lacks an effective mental health
system and hence expecting the Canadian police alone without the help of government and
healthcare system can solve the problem is unrealistic. As per my opinion, the Argument of
Blachford is a demonstration of her own perspective and hence is not supported by enough
information.

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6 new Teams has been formed by MCIT for mental health patients
by XYZ on April 4th,2020
A new Crisis intervention team has been introduced by Toranto. The chief responsibility of the
team is to respond to calls that involve mentally ill as well as emotionally disturbed individuals.
The formal announcement was made at Toronto police headquarters Monday. The first Mobile
Crisis Intervention Team (MCIT) was formed 14 years ago and currently there are six teams in
the city and they cover 14 of the police force's 17 divisions. The new team is made up of Lisa
Pritchard; a mental health nurse, and Const. Rob Dyer; a police officer. Pritchard and Dyer will
be based at North York General Hospital. They joined this platform with a desire to help and
because of personal experience with mental illness in their own families. A coroner's inquest was
found to spend months over assessing the deaths of three people, all of whom were armed when
they were shot and killed by Toronto police. The inquest focused on the police response in the
three situations. MCITs are not allowed to act as first responders in cases that involves
individuals who are intoxicated, acting aggressively or armed. Toronto police receive 20,000
calls related to a mental-health crisis every year amongst which MCITs handle about 2,000 of the
calls. Police officers have some training in how to handle situations involving mentally ill
individuals.
Lesson 17
Assignment 1: Identifying Advertising Techniques
1. Proactive Acne Treatment and Skin Advertisement

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For this advertisement, the marketers have used the technique “Celebrity endorsement” and
“Weasel words”. This technique is used by advertisers while advertising beauty or body care
products. In this technique advertisers directly don’t points out they are best in the market but
state the quality of the product to encourage consumers for purchasing the same.
2. Anti Smoking Campaign advertisement
This advertising have used two promotional techniques namely, “fact and statistics” and
awareness enhancing techniques. Advertisers use proofs, numbers as well as real life
examples for demonstrating the quality of their product.
3. BMW Advertisement
This two promotional technique used here is complementing the consumer where the
advertisers uses punch lines for complementing the consumers who buy their products. The
other technique used here is Weasel words.
Assignment 2: Email
Strategy Advertising technique
Posting information about the product on social
media platforms
Social media promotion
Sending free T-shirts to celebrities and requesting
them to promote it
Testimonial
Selling handouts in front of supermarket Direct marketing
Conducting social media campaign in order to
endorse the product
On line campaign
Use Google My Business to optimize for local Search optimisation

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search
Respected sir,
This is to inform you that I have sorted out 5 effective techniques in order to ensure effective
marketing with low or free of cost. Considering the fact that promoting out company through
social media will enable us to a huge range of consumers without any investment cost, we can
opt for Posting information about the product on social media platforms and Conducting social
media campaign in order to endorse the product. Apart from this celebrity endorsement will be
highly affective to make people aware of our brand. The Google search optimization technique
will help the consumers reach us to us once they are aware of our brand. I hope you consider the
mentioned technique for promotional purpose of the business.
Regards
XYZ
Lesson 18
Assignment 1: Examining a College Website
1. Image featured: The images of students studying and happily communicating with each
other has been used to demonstrate that the collage will ensure an ideal student life that
includes both studying and friendship
2. Fact and statistics
3. English

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4. Not mentioned
5. On campus residence, canteen, wifi
6. None
Assignment 2: Reflection on oral communication
1. Amongst the tips given, I found the following two steps to before helpful for effective for
me.
i. Focusing on the exact requirements of the audience: this strategy will make my
presentation more to the point and interesting to the audience
ii. Keeping the presentation crisp and simple
2. Strengths: active listening, adaptability, clarity while communicating.
Weaknesses: Lack of confidence and assertiveness, lack of ability to provide and receive
constructive feedback
Lesson 19
Assignment 1: Website search
1. B
2. B
3. C
4. A
5. C
6. C
7. C
8. A

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9. D
10. C
11. B
Assignment 2: Slide presentation
Lesson 20
Assignment 1: comprehension questions
1. The one major bias that I have noticed is this article is biasness towards the fact that
parents are highly influenced by the children when it comes to marketing. However, no
major evidence of the information has been provided in this article.
2. As per the article, the three major reason includes:
i. Their influence on their parents to buy products
ii. Lack of capability to reconstruct advertise makes children easy and vulnerable
target
iii. Building relationship with consumers at a very young age will ensure lifetime
relationship
3. Parents can afford to buy more to their offspring due to smaller family sixe, dual income
and high disposable income due to postponing having children later in life. Also, parents
often are found to compensate the time they are unable to give their children through
materialistic goods
4. Persistent nagging: constant nagging for a specific thing
Importance nagging: where parents listen to children out of guilt of not being able to
spent enough time with them

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5. As per my opinion, targeting children for selling products is not an ethical marketing
technique. Instead of focusing on psychology of the children and their ability to nag
parents, marketers should actually concentrate on ensuring quality product or service to
the children.
6. As per my opinion, the mentioned statement is true specially in case of companies like
McDonalds. Developing loyalty towards a brand in an early age encourages children to
opt for the same even when they develop maturity.
7. Buzz is a viral marketing tactic targeted at optimizing the terms of mouth of a single
advertisement or product, whether through conversation between families and friends of
customers or in larger conversations on social media sites.
Assignment 2: Email in the CRTC
To
CRTC
RE: Complaint against violent game for children
Dear sir,
I am XYZ and I recede at Torrento. This letter is to inform you that I have noticed a commercial
advertising of the Newest version of Grant Theft Auto is being aired by Corus Entertainment, is
promoting high violence to children. On Sunday, 4 pm while I was watching an episode of
Franklin & Friends on the Tree house, I noticed the advertise for the 1st time. I had immediately
informed the broadcaster and service provider but unfortunately it all went in vain. I am highly

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concern that such violent advertise can impose highly negative impact on the psychology of the
children and will request you to take step against this advertisement.
I will be waiting eagerly from your response.
Regards
XYZ
Email: [e-mail]
Assignment 3: Slide presentation
Assignment 4: Reflection
1. As per my opinion, the media literacy course have helped me a lot in order to have an
perspective and in-depth analyzing capability to analyze media. Earlier I was not aware
of different types of marketing techniques or how children are used by marketers. After
the course, I will be able to detect such technique which in turn will help me to stay away
from any kind of marketing gimmic.
2. I believe that this have enhanced my oral communication to a great level. I have
successfully overcome majority of my weaknesses.