Tinny

I find the topic of advertising interesting because I never really tried to look for the implication of advertisements and the bias within them, and I realize there is a more to advertising than persuading consumers to purchase a certain product or service. It is also very interesting to see how media evolved as we are bombarded with so much information from different channels every day. I was especially intrigued by the power of media. Media can be used as a political propaganda to control people, and can also gradually corrupt our mindset and widen our tolerance toward sex and violence. Immediately I can relate to many daily examples, such as music videos of popular stars which include explicit images of sex and violence. This can also be related to media's influence on culture - the products of the media are feared to have devalued a society's culture because of their "worthlessness". The products are commonly deemed morally degrading, yet are still widespread. If such culture becomes popular, it certainly reflects a social phenomenon - then is it still worth nothing? I think I'm more able to look deeper into these daily surroundings in linguistic terms after studying this chapter.

Question: While "media" is the plural form of "medium", what is "medius"?

Hi Tinny According to the two online dictionaries in the bottom ‘medius’ is the adjective inflection of the word Medium. It should mean something like: ‘most in the middle’ or perhaps ‘middling’.
 * Commentary to Tinny**

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Comments from Beanka Yes, I always thought analyzing mass media only refers to the methods of persuasion and the misleading nature fo them, but now I realize mass media are much more than just advertisements, and it is really interesting to read about all the implications and history to do with it. When I was preparing for my presentation, I believe that both the words "media" and "medium" are derived from the Latin word "medius", meaning "in the middle", which depicts mass media is in the middle of us and the actual experience or information.

Winnie: yup i agree with you. sometimes the aim of the advertisements are not about asking people to buy the certain kind of product but just trying to make people remember and aware of the product. for example, the cadbury advertisement used the very-annoying (as least true for me) music to promote its product. even if i dont like the advertisement at all but still, it has caught my attention.

Reflection on the advertisement I liked the most:

The advertisement I shared with the class was Cadbury's hit advertisement - a seemingly irrelevant advertisement of two children wriggling their eyebrows. However, having seen so many advertisements now, another one became my favourite - (I have never expected myself to favour that) a condom advertisement featuring a child screaming and embarrassing his father in the supermarket.

The advertisement begins with boy and his father shopping in the supermarket, when the boy wanted to add candies to the cart. The father refused, and the boy began his emotional outrage, screaming and yelling in the public. The shrieking escalates and the boy soon lies on the floor, kicking and still demanding for candies. The humiliated father looked away – and the bold message of the advertisement – “USE CONDOMS” popped up.

I was initially rather annoyed by the boy’s piercing scream. However, the miserable father’s mortified face added a sense of humour to the advertisement, and I believe many can relate to similar situations they have seen in the supermarket or toy shops. This also enhanced my anticipation to knowing the endorsed product – the direct message of using a condom struck suddenly, and like many audience, I was cracked up by the humorous advertisement.

This is an advertisement that will not be found in Asian culture, and makes me rethink about the multi-cultural society I live in. The advertisement gained popularity through YouTube, a video sharing platform on the internet, and it illustrates the power of the internet. Internet is not constrained by time and place, and the audience group can therefore be widened. The wide audience also increased their mutual tolerance and acceptance, which is likely why I personally accepted the advertisement.

The advertisement used most adults’ biggest fear and burden: a spoiled and unlovable brat to pinpoint the "root of the problem" - protection. I find it very effective because it truly visualizes the unwanted consequence of unprotected sex, and I think that most of the adults would agree too. Even though it is a very biased advertisement as kids can really be adorable and disciplined, the advertisement strikes couples who don't want children heavily and lays out the ugly reality: children can be terrible. Many may find that implication offensive, but it efficiently introduces the ultimate message of using a condom. The bold message in bold fonts appeared the last in this loud commercial. It is very short and precise, as well as firm and imperative. The candid message is targeted at couples who want freedom or a children-free life, and its plain language speaks to them more clearly, certainly drawing them closer to its position. It is a clever advertisement which draws attention and makes an impact with a solid conclusion, and its popularity also displays its success.

Advertisements don't always need a deep message or intricate implications - sometimes, the simplest is the best. A boy's screaming and two words can already persuade the audience dearly, and the humour of the advertisement definitely made it my favourite.

Link: http://www.youtube.com/watch?v=zkSdM6p2G98

Reflection: I do not have a religion, but I have seen how religion heals many people and give them something to hold on to - to many, religion is the core of their personal values. It depresses me to see that different religions are used as weapons to hurt and manipulate. People may have different beliefs, but the amount of bias in the news report defamed