2. Dictionary.com defines the word
implicit as:
◦ Implied or understood though not directly
expressed.
3. What is the
implied message
with this ad?
Why might some
people be angry
about this?
4. Even in the year 2012, some people are under
the assumption that it is a woman’s role in life to
clean and take care of the household.
While it’s true that some women are still stay-at-
home mothers, where it is their job to take care
of the house and children, today, more than ever
before, mothers and women are staying in the
work force, even while they’re raising families.
The stereotypical “housewife” is slowly going
away in Canada. Therefore, some people find it
rather offensive that the majority of cooking and
cleaning product advertisements all contain
women using these products.
5.
6. This is an example of implicit advertising as it
implies a rivalry between the mentioned car
manufacturers (Subaru, BMW and Audi).
The advertisement congratulates and shoots
down the efforts of the other car
manufacturers in one sentence, which could
be considered as being quite patronising and
again demonstrates the rivalry.
7.
8. This is another example of implicit
advertising which again implies a rivalry
between two more car manufacturers, BMW
and Jaguar.
This advertisement uses no written
communications whatsoever, just two car
bonnets facing off to each other, like a head
to head, showing more of the BMW making its
presence more prominent implying it’s the
more powerful car.
9. Dictionary.com defines the word
explicit as:
◦ fully and clearly expressed or demonstrated;
leaving nothing merely implied; explicit
instructions; explicit language.
◦ clearly developed or formulated: explicit
knowledge; explicit belief.
10. When you deconstruct an advertisement
(or similar media text) you are using reading
and thinking strategies to understand the
messages.
Some messages are very obvious (in your
face!) and have what we call explicit
messages.
Here is an example of an explicit message:
11.
12. When you deconstruct advertising some
messages are less obvious because the
producers of the media text have provided
only clues.
Take a look at the following media text. It’s a
poster produced jointly by the government of
British Columbia, the Lung Association and
the Ministry of Health.
13. 1. What are the explicit
messages contained in this
media text?
2. What are the implicit
messages contained in this
media text?
3. What questions did you ask
yourself as you viewed this
poster?
4. In your opinion, how effective
were the producers in
communicating their message?
14.
15. Testimonial
◦ Using a person (usually famous) to vouch
for a product
◦ Makes the product seem more valuable
◦ Example: “Hello. I’m Jessica Simpson, and
when I want clear skin, I use Clean and
Clear.”
16. Transfer
◦ Encourages you to change brands by
introducing a new product that’s better
than the competition.
◦ Example: “IB-Vill. The new #1 headache
medicine with 30g of chlorophyll
hydroxate.”
17. Plain Folk
◦ Used to appeal to “everyday” people
◦ Example: “Use Bounty dryer sheets. It will
remind you of the way mom used to do
your laundry.”
18. Scarcity
◦ Technique to suggest there is a limited time or
number involved in purchasing the prodcut.
◦ Example: “Act now … first 20 callers will pay only
$19.99.”
19. Band Wagon
◦ Encourages you to buy their product
based on the fact that other people have.
◦ Example: “Rogers Wireless. Have you
joined yet?”
20. Snob appeal
◦ Encourages you to buy the product
based on the fact that rich/upper class
people do so.
◦ Example: “She lives in L.A. and spends her
summers in Vegas. She wears DaLuLu
perfume.”
21. Facts and figures
◦ Encourages you to buy the product by
appealing to your want for scientific proof
◦ Example: “Crest whitening strips will make
your teeth 5x whiter in 3 days.”
22. Hidden Fears
◦ Plays on people’s fears to encourage
them to purchase their product.
◦ Example: “Don’t lose friends. Use
Smell-Great deodorant.”
23. Repetition
◦ By repeating a word/idea, advertisers
hope to get your attention in hopes that
you will purchase their products
(infomercials are the worst for this).
◦ Example: “Nature – Glow. The only natural
shampoo with nature’s pure ingredients to
bring out the natural glow of your hair.”
24. Magic Ingredients
◦ Encourages you to buy based on the idea
that you won’t be able to find another
product containing the same ingredients.
◦ Example: “Drink Eau-Boire water. The only
water with H2O and Vitamin B3.”
25. Weasel Words
◦ Encourages you to buy the product
by enticing you with words like
“new & improved”, “better than ever.”
◦ Example: “New Listerine mouth wash
will give you minty fresh breath.”
