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Media Literacy Activity

Jacklyn Dougherty

 Media Literacy Activity

Instructors: Please make a copy of this Google doc and attach it to your canvas page instead of using this Google doc.

 

Picture 1


 

 

 

 

 

 

 

Group 1

1—Reality: Media messages represent (someone’s) social reality.

What is the message maker’s point of view?

From whose perspective is this story told? Whose voices are heard, and whose are absent?

The message maker’s point is creativity and humor, using a live goldfish in a glass sandwich to symbolize the fish filet. This could be seen as a playful way to emphasize the use of real fish in their sandwich.

The story is told from the brand's perspective, and the voices heard are those of the brand’s marketing and creative team. The absent voices are those of the consumers or the general public, as this is a one-sided communication from the brand to the audience.

2—Interpretation:

People interpret media messages differently.

How does the message make you feel?

The image evokes a sense of amusement and surprise due to its creative and unexpected representation of a Filet-O-Fish sandwich.  Utilizing a creative representation can be seen as an emphasis on the quality of the product (Baack et al., 2016). By using a live goldfish in a glass sandwich can be seen as a playful and innovative way to emphasize the use of real fish in the sandwich and might make viewers feel positive about the brand’s commitment to quality ingredients.

3—Construction:

Each media message is a construction.

What words, images, or sounds are used to create the message?

What strategies does this message use to get my attention and make me feel included? (e.g., humor, celebrities, music, or characters)?

 

The image includes the text “Filet-O-Fish” and “I’m lovin’ it”, which are associated with McDonald’s and its Filet-O-Fish sandwich and help identify the brand and the product being represented.  The unexpected sight in an advertisement is likely to catch the attention of potential clients (Pieters & Wedel, 2004). In this case, the unexpected sight of a live goldfish in a sandwich caught my attention and evoked amusement as I saw it as a playful and innovative way to emphasize the use of real fish in the sandwich.

4—Purpose:

Each media message has a purpose.

Who created the message and why?

Who is this message intended for?

Who wants to reach this audience

., and why?

 

The image was created by McDonald’s marketing team or an advertising agency working on their behalf. Such a message aims to promote the Filet-O-Fish sandwich, enhance brand recognition, and attract customers.

The message is intended for the general public, particularly potential customers of McDonald’s. It could be especially appealing to those who enjoy fish sandwiches or are interested in the creativity and humour of the advertisement. The use of humor and creativity in an advertisement can make it more memorable and engaging, potentially leading to increased customer interest and sales (Hoang, 2013).

McDonald’s, as a global fast-food chain, wants to reach this audience to increase sales of their Filet-O-Fish sandwich and enhance their brand image.

5—Form:

Media messages come in different forms.

Through what medium is the message delivered? (e.g. poster, film, etc.)

 

The message is delivered as a poster for physical locations like McDonald’s restaurants or outdoor advertising spaces.

 

 

 

Who created the advertisement, and what is their point of view? How does this impact the advertisement?

The advertisement was created by McDonald's marketing team or an advertising agency working on their behalf. The point of view is focused on creativity and humor, using a live goldfish in a glass sandwich to symbolize the fish filet, emphasizing the use of real fish in their sandwich (Hoang, 2013). This impacts the advertisement by making it playful and innovative, but it is one-sided, lacking the voices of consumers or the general public.

What messages are they sending? Why?

The message being sent is one of creativity, humor, and quality. The unexpected representation of the Filet-O-Fish sandwich, using a live goldfish, evokes amusement and surprise, creating a positive feeling about the brand's commitment to quality ingredients (Pieters & Wedel, 2004). The message maker uses this creative interpretation to emphasize the product's quality and engage viewers positively.

Who is the target audience for the advertisement? How do those who made the advertisement attempt to reach the target audience? How did this impact the choices they made in the advertisement?

The target audience for the advertisement is the general public, particularly potential customers of McDonald's, especially those interested in fish sandwiches or the creativity and humor of the advertisement. The message maker attempts to reach this audience by using words like "Filet-O-Fish" and "I'm lovin' it," associated with McDonald's (Baack et al., 2016). The use of humor and creativity aims to make the advertisement memorable and engaging, potentially increasing customer interest and sales. The choice of delivering the message as a poster for physical locations aligns with McDonald's strategy of reaching customers at their restaurants or outdoor advertising spaces.


                                                          

                                                              References

Baack, D., Wilson, R. T., Van Dessel, M. M., & Patti, C. H. (2016). Advertising to businesses: Does creativity matter? Industrial Marketing Management, 55, 169–177. https://doi.org/10.1016/j.indmarman.2015.10.001

Hoang, A. (2013). Degree Programme in International Business Impact of humor in advertising on consumer pur- chase decision. https://core.ac.uk/download/pdf/38097942.pdf

Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, Pictorial, and Text-Size effects. Journal of Marketing, 68(2), 36–50. https://doi.org/10.1509/jmkg.68.2.36.27794

 



Media Literacy Activity Jacklyn Dougherty
Media Literacy Activity

 

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