Psychographic Profile

Psychographic Profile on Prezi

Propaganda Assignment

Propaganda Assignment on Prezi

Propaganda Assignment: Found/Chosen

Found PropagandaBandwagon

Recorded Video

A.      The Tim Horton’s company created this video to promote their annual “Roll Up the Rim to Win” contest. This contest is promoted throughout Canada, benefitting the sales of Tim Horton’s hot drinks. The advertisement was made on behalf of the company, however if you listen to the song, it seems as if the producers are trying to persuade the audience to believe that they are the ones that the commercial was made on behalf of.

B.      The obvious target audience would generally be any Canadian who is attracted to, and is a fan of Tim Horton’s. But also those who are not, so that this commercial would attract them to the restaurant to boost their popularity amongst other big-name coffee shops. A more specific target audience would be both males and females, aged 13 and up. Those with any income that could by them a medium cup of coffee would be the most suitable audience for this advertisement. The reason that this commercial is targeted towards people 13 years and up is because the prizes involved are of interest to them. Winning a car for the future or a television for their room, or even just a little snack gives anybody a feeling of excitement.

C.       Bandwagon is shown in this commercial because of both the lyrics and the visuals. The lyrics “This is what we Canucks really love to do” is trying to say the Canada that everybody in the country buys Tim Horton’s especially during Roll Up the Rim to Win contest. By promoting this, the producers are trying to influence Canadians saying that you are not Canadian if you do not support Tim Horton’s. This in turn reflect upon our pride in the country, so by buying this Canadian product, you are a true Canuck. By the visuals, you just see people trailing in over and over again, creating a scene that shows a large, diverse, group of people that belong to Canada. The producers are hoping that when you, as the audience, see this you feel a sense of belonging because by buying a cup of coffee from Tim’s, you can be just like these Canadians.

D.       To protect yourself against bandwagon, you can examine the goals of the company, and the contest itself separate from their supporters and customers.

E.       Video recorded off television commercial.

Propaganda Assignment: Entertainment

EntertainmentName-calling

http://www.youtube.com/watch?v=H1Yt0xJKDY8

A.      Mariah Carey is the artist with the idea for the video. Obviously, there were producers and a director who helped her create the video. She actually created the video about the rapper Eminem. The producers and Mariah are probably just trying to gain publicity by mocking him. Publicity is a big thing in Hollywood these days because it means the attention is set on you, which brings up your popularity to the public.

B.      The target audience would be her fans, because they would find it funny that her song is about another musician. The fact that she is mocking Eminem could also affect the general public; however, his fans may not be pleased about it. Eminem retaliated by making his own song bashing Mariah.

C.      The propaganda technique of name calling is used in this video when she says words like, “obsessed”, “delusional” and “confused”. Although these words are not explicit in any way, the connotations that they imply are negative, implying that Eminem is sort of desperate for Mariah. However, she does not show any proof of this in her lyrics or her video. She is just calling him these words to emphasize the reason she created this song and video is the first place. In the video, she also mocks him by playing her own counterpart, dressed up in the typical Eminem attire. This just aids her in mocking ways.

D.      To defend yourself against name-calling, you can ask yourself the following:
1) Find the true meaning of the words (obsessed, delusional, confused). Does Carey have any     connection to these words? Does Eminem?

2)      Do I support the idea (if I take out the negative words)?

3)      Examine the idea independently (from the language being used)

E.       MariahCareyVEVO. Re: “Mariah Carey – Obsessed.” Online posting. November 25, 2009. YouTube. March 2, 2011. <http://www.youtube.com/watch?v=H1Yt0xJKDY8 >.

Propaganda Assignment: News

News ArticleTransfer Technique

http://www.winnipegfreepress.com/sports/breakingnews/coc-president-says-canadian-athletes-learned-how-to-win-during-olympics-117087928.html

A.      A journalist from the Winnipeg Free Press wrote this article about the previous year’s Vancouver Olympics. Within the article, it talks about Canadian national pride, the support that the Own the Podium program enlisted, and the prospects for the upcoming year. The producers of this text hope to gain supporters for both the next Olympics.

B.      The target audience is Canadians. Canadians have a lot of national pride, and respects for their homeland. There is no way that this article would be meant for anyone other than a Canadian. To be more specific, the demographic being targeted would be those interested in flying over to London to see the next Olympics. It would be both men and women, age 30 and up. By this time, these people will have jobs, or would have retired by now and have the financial ability to fly over and watch the games.

C.      This article shows the transfer technique because of the symbols used. Now, obviously there are no pictures of the symbols being use, however words such as, “Olympics”, “gold medal”, “pride”, “patriotism”, “Sidney Crosby”, represent the symbols that as Canadians hit us deep in the heart. These represented symbols are also signs of respect that we carry for our country. Also, the fact that the author is using athletes as the bait to capture us is a way of using the athletes’ prestige as another sort of bait to gain our support for them in the next Olympics.

D.      To defend yourself against the transfer technique of propaganda, you can:

1)      Identify what the propagandist is using and separate it from the issue or cause

2)      Ask yourself: what emotions or value are evoked from the symbol

a.       Why would the propagandist want me to associate the symbol with their issues and causes

3)      Is there any connection between the valued symbol and the cause/person

4)      Examine the person’s cause or purpose independently

E.       Morris, Jim. COC president says Vancouver Games laid the foundation for future success. The Canadian Press. February 28, 2011. March 1, 2011. <http://www.winnipegfreepress/com/sports/breaking news/coc-president-says-canadian-athletes-learned-how-to-win-during-olympics-117087928.html.>

Propaganda Assignment: Commercial

Commercial

Testimonial

 

http://www.youtube.com/watch?v=L_U2lEgvMq0

        A.      Covergirl created this commercial. They are trying to help themselves promote their own products by creating commercials that make it seem like their products are amazing. The producers hope to gain consumers by promoting their products on television. This will help boost their sales and help their company.

B.      The target audience is most likely females aged 13+ because it is a cosmetic product. Girls and women start to wear makeup as they grow into their teenage years, and continue to do so and they enter the workforce, and even into retirement. The majority of people who use cosmetics, especially mascara, are females. This advertisement can be seen on television on channels that are geared towards women, and also general-audience channels. It can also be seen in print ads in fashion magazines and celebrity gossip magazines.

C.      This advertisement shows the testimonial technique because they use a celebrity, Drew Barrymore as the face of the product. She narrates the television commercial, and is the face on the print ads. This technique is effective because people will think “If a famous person can look like that with this product, so can I.” Using testimonial to attract the audience is a very easy to persuade the audience to buy a product. It also promotes how popular the product is, since a celebrity is actually using it too.

D.      To protect yourself against testimonial propaganda you can ask yourself the following questions:

1.       What does the Drew Barrymore have to gain by endorsing this brand of mascara? Of the entire make up line?

2.       Who likes, celebrates or is a fan of Drew Barrymore?

3.       Does she have any specialized knowledge about the mascara? CoverGirl?

E.       Drew Barrymore for Covergirl Spring/Summer 2010 Ad Campaign. Popbee http://popbee.com/beauty/drew-barrymore-for-covergirl-springsummer-2010-ad-campaign/attachment/drew-barrymore-covergirl-summer-spring-2010-ad-campaign-170510-3/. February 28, 2011.

Andblah. Re: “Drew Barrymore in Covergirl Lashblast Commercial.” Online posting. October 31, 2007. Youtube. February 28, 2011. <http://www.youtube.com/watch?v=L_U2lEgvMq0>.

Propaganda Assignment: Political

Political Issue
Fear

http://www.youtube.com/watch?v=urPwfuOWRSE

A.      The Conservative party of Canada created this commercial. They are promoting themselves, using their competition as bait to their supporters. By creating this commercial, the Conservatives are trying to gain votes and support their party. This in turn helps them create a majority government.

B.       This advertisement is directed at people who are affected by the issues of a coalition. In this case, it is specifically targeting those who are against a coalition. They are saying that Ignatieff could support a coalition, and that this would not be good for the general public. They are using fear to get to the public, because if Ignatieff is elected into parliament, a disaster might occur across the country because of the proposed coalition said in the advertisement. This disaster could affect everybody in the country, and that could be a fear of the public. In general, this advertisement is targeting the public, specifically those who can vote. Because they can make a change by voting, and supporting specific parties, the general adult public can be affected by this commercial.

C.      Fear can be seen in this advertisement because the Conservatives are trying to scare you away from the Liberal party. It is especially seen at the very end where it says, “Michael Ignatieff. He didn’t come back for you.” This is showing fear towards the audience because the creators are trying to persuade them to go the ‘safe’ way so that you do not end up in the wrong hands. They are using this technique usefully because when fear is involved, people will second guess themselves and move towards the party where they feel most safe.

D.      To defend yourself against fear in this commercial you can do the following steps:
1) There is no direct threat; it is an implied threat that the government may become a disaster
2) They are trying to win my support for the Conservative party
3) If you do not vote for Ignatieff, then the government may stay the same and the issues that are being brought up will not be an issue anymore
4) Try to research what Ignatieff really believes in; what his plans are, seeing it through the eyes of a liberal.

E.       CPCPCC. Re: “Ignatieff Coalition.” Online posting. Jan 24, 2011. Youtube. February 26, 2011.
<http://www.youtube.com/watch?v=urPwfuOWRSE>

CBSC Codes and Contradictory Programming

Please note: This video contains scence of intentional violent nature.

Bully Beatdown is a MTV programs based around the idea of using violence as an act of resolution. According to the clause of the CAB Violence Code 3.1.1, "The issue of violence in our society is one of real concern to the public, and by extension to Canadian private, over-the-air broadcasters who are involved with, and committed to, the communities which they serve." Violence is our society can be seen in many different areas: schools, communities, at home. However, it does not necessarily have to be portrayed in the media. Although violence of mature nature must be played after 9pm, this television program hits the border of our CBSC codes. The issue about bullying in Canada has recently been addressed with positive feedback from those who support standing up against it. Yes, Bully Beatdown is in support of taking a bully down, however it is using extremely violent actions to do so. According to the CAB code, violence is a concern to the public and its broadcasters. Around 9:30pm, when this shows airs on television, there are most definitely teenagers still up watching the show. It is easy to influence youth with programming on television. And since this show is 'reality tv' they may use violence as a way to fix a bullying problem - which is a very  ineffective way to solve anything.

Please note: The commercials contains scenes of sexual and violent nature. Please be advised.

This particular commercial for Folgers coffee starts off with a little boy preparing breakfast for his parents. However, as it goes on, the commercial shows the boys parents in a bed, with two males figures and one woman. This carries an implication that these adults may be having some sort of affair. One man also begins to yell at the young boy, and so does his mother. This is a type of verbal violence against the child, which goes against the code. Although there are areas which adhere to the code such as roles of women, where the female in the code is wearing clothing as if she is preparing to go to work, much of the text involves, violence and sexual implications. The child looks scared, and scarred, which could be one reason this commercial was banned in Canada. The inital acts of abuse against the little boy carry implications that Canadian society would not want to show to its citizens.

Insecurities in Advertising

Female insecurity: Clean and Clear ad
http://www.youtube.com/watch?v=KmTzulIBOMM

This advertisement for Clean and Clear Advantage Acne Control was created in the UK by two popular celebrity girls. The advertisement is tsaying that within one day, the treatment worked well for the users portrayed in this advertisement. The insecurity that females feel about their skin is that if it is unclear or filled with acne then they feel unattractive, which in turn makes them feel unwanted by male counterparts. The advertisement hits a vulnerable area for some girls, so the effect of this advertisement may get females to go out and buy it. The before and after pictures make it seem like the product truly works well, however in reality, these girls could just be made-up and have tons of powder and blush on their faces. And the use of celebrities is appealing due to the fact that celebrities do have an influence on society. Young teenage girls, are susceptible to giving in to be pretty, no matter what it takes to get there.

Male Insecurities: http://gotoshell.com/male-insecurity-and-jealousy/

This article is directed at males, targeting their insecurities about jealousy and also of keeping their girl. It explains a situation is which guys become jealous because they are constantly worried about their girl seeing other people when he is not around. The article gives reasons as to why the male may feel this way, and it also gives reason for solving the issue. This insecurity of being jealous probably happens to all guys because once they are in a relationship with their dream girl, they do not want to lose her. Oddly enough, the last paragraph of this article targets other insecurities that males feel as well, such as a nice body image, or being athletic because it's just the 'guy thing' to do. This article is probably effective on males because they may be able to relate to it easily, and anything that targets a guy's soft spot I think definitely has some type of influence on how they feel about themselves in that situation.

Female insecurity: These photos here came off a fashion designer's website. It is obviously targeting teenage females because it is about: 1) getting the perfect dress and 2) PROM. Girls carry this dream about having the perfect prom: the dress, the hair, the date. However, the general insecurity involved with prom, is the overall worry of looking pretty, and being inolved with a guy. This specific advertisement is showing that for a girl's 'big night' (other than her wedding) she must look pretty, and to look pretty you need an outstanding dress, the cutest shows and the right accessories. It is an effective advertisement because it shows girls that they can look pretty with the right clothes. A good portion of teenage girls love shopping, and love clothing, so targeting that area of females will help the advertisers. And since it is also targeting an area in which girls worry about their whole school-aged lives, the insecurity about being pretty is what makes an effect on young women.

Male insecurity: "Wear your face." is the slogan for the Braun series 7 shaver. It is intended for men to be confident in their faces, beause that is what they have, and cannot change. Unlike females, this advertisement is saying that fashion does not define a man, it is his looks. In the previous example, the advertisers were all about looking pretty with the right clothes. This advertisement here is about using your looks to look good. The insecurities between males and females are the same when it comes to looks; but they are different in the sense that you can target each gender in different ways. This is an effective advertisement because it shows that males just need to be cleaned up in order to look good. The insecurity of not looking good without the whole clothing ordeal is what is being targeted in this advertisement. In conclusion, males carry the insecurity of looking good naturally without the fashion and clothes that females use. If they cannot look good naturally, they may feel that they do not look good at all.

Media Ownership

The author feels the merger is so harmful because it seems like it would be taking away his freedom of speech as a citizen who is enveloped in the media. His understaning is that this AOL-Time Warner merge is going to dominate the media industry, pulling away the "notions of a free, diverse and independent press". As a civic issue, this merge affects the society in the way that the views of this large media influence may be biased and not include the views of the country as a whole. It could be controversial because citizens may not share this point of view, however as a large media conglomerate, the views of Time Warner may perceive that their views are the views of the country. As a journalist, the issue with the merge between AOL and Time Warner would take away their freedoms of writing and voicing their own opinions. The bigger issue is that what is being written may be the opinions of the conglomerate company, which may not be shared between the journalist, thus showing that the freedom of an indepedent press is out the window. The issue of taking away this freedome affects the press in the sense that their own voices would be muted. Everything could be right-wing, where the opinion of the AOL-Time Warner company merge would influence much of the media, having a biased opinion, proving that they have power over the media, which may be a main reason for the merge. The author believes that the AOL-Time Warner merge creates these issues and takes away these freedoms, harming society as a whole.

The danger of not having a free and independent press is that the individual opinions of the people of the media, would be silenced. This would go against their rights that were given to them years ago by the presidents of the past. If there was not a free and independent press, controversy could erupt because of the potential unshared opinion between the press and the citizens. A free and independent press is a central aspect of democracy because a democratic government allows its people to have a say in how the country is run. Without an independent press, a branch of freedom of speech is gone, thus creating a controversial state where the media and the people do not get along.

The ideas and opinions on the internet I think are screened, but are relatively free and outspoken. Because the internet is a public source, anybody can post their opinions without being pressed by the media to write what they believe should be written. You can get news on the internet on news websites, online newspapers, blogs, etc. News can be found anywhere on the web because it is a public knowledge source.