Language and Listening

Watch three commercials on TV. If you do not watch TV, you can use YouTube. You may do this assignment with others (friends, family, significant others, etc.) to discuss the techniques each advertiser is using to shape your thinking. However, you may not collaborate with another classmate and have the same info and answers.

Here is what you will do:

1. Describe each commercial and the intent. Explain the message and the language used then analyze how each of the elements in the commercial – images, music, and most importantly language – affects an audience.

2. Pay particular attention, and listen closely, to the symbolic associations of various images and words (what do they symbolize/what is the meaning), and identify the powerful emotions that these associations elicit. What emotion is used? Think of what is said. If there is no speaking, are there words on the screen? Did they fit with the commercial and create the tone? Was the language use effective?

3. Are the commercials effective and what makes them effective? What influential roles do these commercials play in our culture as a whole (what do they do)?

For instance, think about how the impact of Nike commercials extends far beyond merely selling athletic shoes and sportswear to creating idealized images that people strive to emulate (Chaffee, 2004). Such as in the 1990’s with “I want to be like Mike!” and “Just do it!”. Today: “I’m lovin’ it!” with McDonald’s and “Like a good neighbor” with Jake from State Farm.