Types of Communication

We have already discussed how communication

can involve
Reading
Writing
Speaking
Listening

However, communication can also occur by
Viewing.
Viewing Activity Print Ads

Take a look at the 3 print ads on the following
slides
Decide which is the BEST ad.
Decide which is the WORST ad.
Be ready to explain reasons for your choice.
(E.g. memorable, creative, gets across the message)















































Where do we see advertising?















Where do we see advertising?

TV Newspaper pop-ups

magazines sports events

posters movies flyers

signposts bus stops internet

bathroom stalls billboards


EVERYWHERE!
Advertising:
The activity of attracting public
attention to a product or business,
as by paid announcements in print,
broadcast, or electronic media.
Advertising:

Appeals to a target audience
E.g. Ads for floor cleaner and video games would be
aimed at different groups of people.

Companies spend a lot of time studying the
demographics of their target audience.
E.g. age, race, income, education etc.
Target audience?



3 Basic Techniques of Advertising
1. Logical Appeal: The advertisement tells specific
reasons the product is good or reasons you need
it.

Example???

















2. Emotional Appeal: The advertisement creates a
feeling or a mood regarding the product, making
the viewer either seem guilty about not buying it, or
that they are missing out

Example???














3. Appeal by Credibility: The advertisement is
presented and promoted by someone who should
know something about the product or is an expert in
its field. In some cases, celebrity endorsements may
be used as well.

Example???
Carefully watch the following TV commercials and
fill in the chart about each one.
Name of
product
Target
audience
How do they try
and sell the
product?
Commercial Clips
Propaganda, Images & Bias
Canadian Code of Advertising Standards
Designed to maintain standards of honesty,
accuracy and fairness.

Protects both consumers and producers.

Prevents propaganda from being published.
Propaganda
set of messages aimed at influencing the
opinions or behaviors of large numbers of
people.

Propaganda often presents facts selectively, or
gives loaded messages in order to produce an
emotional response to the information
presented.

Often to further a political agenda.
Cover from a
comic book
published in 1947
by the Catechetical
Guild Educational
Society of St. Paul,
Minnesota, USA
German Postage Stamp
This stamp was printed near the beginning of
World War II. April 20
th
was Hitlers birthday.
[www.calvin.edu]
Propaganda often relies on omission of facts
What side of Hitler is omitted (not shown) in the
postage stamp on the previous page?






Propaganda often relies on omission of facts
What side of Hitler is omitted (not shown) in the postage
stamp on the previous page?






In 1943, thousands of Polish Jews (adults & children)
were rounded up by Nazis following the Warsaw Ghetto
uprising. Most were deported or sent to death camps.


[photo from uzar.files.wordpress.com; historical info. from http://www.ushmm.org
In Mein Kampf, Hitler states: "All propaganda must be so
popular and on such an intellectual level, that even the
most stupid of those towards whom it is directed will
understand it. (translation provided by www.rjgeib.com)

Like many of the citizens he fed with his hatred, Hitler's
Propaganda Minister Paul Joseph Goebbels believed that
"it is unthinkable that my son sit near a Jew in a German
high school" (Tatelbaum).

As a result, public schools began teaching racial biology, in
which the Jewish race was taught to be inferior to the
Germans, creating an illusion that they were less than
human. (United States Holocaust Memorial Museum).



Photographs: Another mode of
communication!
A photograph can portray a very powerful message.

A skilled photographer can capture emotion and
display a wide range of moods.

Photography plays a big role in bringing awareness to
global issues.
Two sides of the same war:
Victim of the atomic bomb, Hiroshima,
Japan 1945 (Assoc. Press)
WWII: American troops take the Japanese
island of Iwo Jima, Feb 23
rd
1945
(Joe Rosenthal)
US Solider in Somalia - 1993
Photos can give you a sense of a place: LAOS
Peter Chanthanakone: Laos, 2007
Peter Chanthanakone:
Laos 2007
Peter Chanthanakone:
Laos 2008
Which photo would you use
for a travel brochure?
on a website to highlight poverty?
For a Save-the-Children campaign?

Bias & Stereotypes in Images
Photo Analysis
Use your worksheet to analyse these images.
http://www2.macleans.ca/2008/12/24/year-in-pictures
Condoleezza Rice ,
US Secretary of State
Are you more affected by
Spoken words?
Written words?
Photos?
Videos?
Music?
Do you know when youre being influenced by the media?
Have you ever been affected by propaganda?
Are you sure youre not
being manipulated?
Hmm...