Lesson 4: Deconstructing an Advertisement

1
Lesson 4 Deconstructing an Advertisement
2
Captain Morgan Rum Owned by Diageo
(Dee-AH-Gee-O), a company that makes alcoholic
beverages in more than 200 countries around the
world.
3
Captain Morgan Rum The company launched a
social responsibility advertising campaign
after people complained that the Captain
character was designed to appeal to young people.
4
Captain Morgan Rum The company spent 14.5
million to advertise Captain Morgan rum in 2005
on television, magazines, radio, newspaper, and
the Internet.
5
Analyze an Alcohol Ad 1. Color Design How is
color used to attract your attention? What kinds
of technologies were used to construct this
message?
6
Analyze an Alcohol Ad 2. Language The Captain
was here. Dont drink until youre 21. Captains
orders. What comes to mind when you see these
words and phrases? What feelings do you
experience when looking at the picture?
7
Analyze an Alcohol Ad 3. Relationships What
inferences (educated guesses) can you make about
the people pictured in this ad? What kind of
relationship do you think they have?
8
Analyze an Alcohol Ad 4. Subtext The ad
suggests a meaning. It doesnt state the meaning
directly. What are some possible messages that
the advertiser wants you to think or feel after
viewing this ad?
9
Analyze an Alcohol Ad 4. Subtext I cant wait
to be 21 so I can drink alcohol.
10
Analyze an Alcohol Ad 4. Subtext I cant wait
to be 21 so I can drink alcohol. A girl who
drinks alcohol will dress and act in a sexual way.
11
Analyze an Alcohol Ad 4. Subtext I cant wait
to be 21 so I can drink alcohol. A girl who
drinks alcohol will dress and act in a sexual
way. Girls who drink alcohol are attractive and
fun to be with.
12
Analyze an Alcohol Ad 4. Subtext I cant wait
to be 21 so I can drink alcohol. A girl who
drinks alcohol will dress and act in a sexual
way. Girls who drink alcohol are attractive and
fun to be with.
What is true and false about these subtext
messages?
13
Captain Morgan Deconstructed
3. Relationships The Captain looks interested in
the girl. Shes the center of attention. 4.
Subtext Youll get attention if you drink
alcohol. You can dress and act outrageously if
you drink alcohol. 5. Accuracy When people
drink, they can do stupid things to make
themselves the center of attention in a very
negative and dangerous way.