1. Deconstructing Print Ads

2. Text…
What is the ad overtly saying? What is the ‘obvious message’??

4. Subtext…
Individual interpretation of the message – what you get when you read between the lines. Remember this can be guided by who you are since you view it differently than anyone else!

6. Target Audience…
the people a message is intended to reach. Who is the ‘target’. Consider Age, gender, class, interests, political ideals, religious beliefs, etc… what else could make up a target audience?

8. Source…
Where does this message come from? Who is paying to put this out? Who is controlling the content (and trying to control you!)

11. Perspective…
Also referred to as Point of View – Whose perspective is this message coming from? This is often DIFFERENT than the source!

13. Tone…
What is the tone of this ad? Remember that TONE is created by the ‘author’ or source. What emotions are they trying to evoke? What do they want you to FEEL??

15. Theme…
Is there a lesson in this ad? Is it making use of a common idea? Look at the yellow sheet in your black boxes – these are common elements that show up over and over in literature and – you guessed it – ALL media!!!

17. Rhetorical Devices…
Fancy term!! This is basically asking you what appeals are being used – remember ethos, pathos, and logos?? This is what you’re being asked about now… Appeals to HEART, HEAD, and CREDIBILITY.

19. Persuasive Techniques…
You have a PACKET of these… there’s too many for me to list, but here are a few common ones…
Association Bandwagon Bribery Beautiful People
Celebrities Experts Fear Humor
Intensity Plain Folks Repetition Testimonials
Warm&Fuzzy Name-Calling Nostalgia Rhetorical Qs
Analogy Denial Symbols Slippery Slope Cause/Correlation Simple Solution Scapegoating

32. Torture this goose. And spare the real ones: don't eat Foie Gras.

42. TOMORROW – Media Lit Terms QUIZ!!!! You can get the packet at