Reading Media
1) A speaker named Dr. Leech, presented to the class a wide range of commercials that can be analyzed and deconstructed in text and subtext. This process taught me numerous things concerning the media and how they have aimed specific commercials to particular individuals. Everywhere we go, we’re exposed to all media messages. Commercials are especially unavoidable to watch for we’re constantly exposed to them, when watching our TV programs. After listening to Dr.Leech’s presentation, I came to a realization that we seldom perceive the commercials true impact on us. These commercials that we watch can influence us to buy products that we don’t need, think a particular way, and aspire a lifestyle that we wouldn’t inevitably agree with. Thus, I have learned that analyzing commercials is of great importance. Through deconstructing a media message, not only will it uncover the point of view of media makers, but it will also reveal their values, and their biases. When deconstructing media, I learned that you must consider the “text” of the media, which is what you see and/or hear. It can include a sequence of written or spoken words, moving images, pictures…etc. In addition, the “subtext” is an individual interpretation of the media message and ordinarily may be misleading, for it is not actually heard or seen; it is the meaning we create from the text in our own minds. I have now learned to consider these two key concepts when viewing a commercial. During class I found the break down of the text and subtext for the Lysol bathroom cleaner commercial quite captivating. Personally, after viewing the commercial I was tempted to go home and tell my mom about this amazing bathroom cleaner that kills 99.9% of bacteria. Immediately the subtext that I created in my mind was that, if I buy this product I will not become ill, for my bathroom will be free of germs. As Dr. Leech further analyzed the subtext, I realized that the company was trying to persuade the audience into thinking that their bathroom was indisputably the dirtiest place in their house, and that having germs in your bathroom is certainly bad for your health, for it will make you and your kids unwell. Thus the subtext should be paid close attention to, for it is more influential than the text itself. Most consumers would be influenced to buy this product, for they fear that if this product is not bought they will become severely ill from having an unsanitary bathroom. You must be aware that as the viewer, you’re creating your own subtext based on your previous knowledge, opinions, and values. Overall, my outlook has definitely changed in viewing commercials.
Analyzing a New Commercial
COMMERCIAL:
2) Text:
- “Beneful Healthy Weight is so good.”
- “How can this be low-calorie, how is that even possible?”
- “With rice and real chicken, and accents of apples, carrots & green beans.”
- ” I feel good. Lean, strong and you’re gonna find out how strong when we wrestle.”
- “Look at you, you have no idea what’s coming.”
- “Come on make your move.”
- “Beneful Healthy Weight, a delicious low-calorie meal your dog will love.”
- Catch Phrase: “Healthy with a side of happy.”
Subtext:
- The dog only feels healthy because he eats Beneful.
- He feels so strong that he believes he can wrestle his owner.
- Feeding your dog Beneful will not only make them healthy, but it will also make them happy.
- If you don’t feed your dog Beneful you’re a bad owner, for the food you’re feeding your dog right now is not making he/she happy.
Overall, the subtext of this commercial is suggesting that the owner in the commercial is a good owner because he is feeding his dog a healthy meal that not only makes the dog happy, but also makes him feel as strong as a wrestler. They are proposing that if you’re not feeding your dog this particular food brand you’re not a good owner, for your dog is feeling sad, unhealthy and weak. Thus, this is a bias implication because they are trying to make a profit through these outrageous claims. It is fallacious to think that feeding your dog other premium dog brands that are not Beneful is unwholesome. This commercial and the Lysol bathroom cleaner commercial are perfect examples of instilling fear in the consumer.
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