Media Production


Advertising attempts to appeal to consumers at different levels. Sometimes the appeal is rational. An advertisement for a laptop might tell you the specifications – CPU speed, amount of memory, screen size. Laptop ads are usually rational because we need specific things in a laptop to do the things we want to do – homework, games, etc. The ads for other products can sometime be irrational. An advertisement for a car might focus more on how much fun you are going to have with it rather than how big the engine is or what kind of gas you need to use with it. As you may have already realized, rational ads focus on features, while irrational ads focus on benefits. Here is a list of rational and irrational appeals in advertisements.


-       Rational – Focuses on Practical Use


o   Form – Is it designed to meet my needs?


o   Function – Does it do what I need it to do?


o   Price – How much does it cost?


-       Irrational – Based on Emotions


o   Personal – How will this make me feel?


o   Social – How will others see me if I buy this?


o   Fear – What will I lose if I do not get this?


o   Humor – Causes a laugh


o   Sex – Will this help me find a partner?


o   Music – Gets attention, creates connection.


o   Scarcity – Act now, before it is gone!


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Media Literacy: 3rd Edition

media literacy 3rd edition

Media Literacy is a critical skill students must learn to succeed in today's tech-driven, media-saturated society. This book helps students understand media literacy, and how to implement and share that knowledge with others. As an experienced media literacy expert and professor, Nick Pernisco provides a well-researched guide for learning this important critical thinking skill and using it in everyday life. This is a must-read for anyone interested in learning how to interpret the enormous amounts of information we are exposed to every day, both in traditional media and online. Buy it now!