Media Image Analysis

Helpful Resources for Close Reading and Deconstruction from The New Mexico Media Literacy Project (http://www.nmmlp.org):
What is deconstruction?
Every media message has been constructed by someone. You can deconstruct media messages by examining them closely and carefully, looking beneath the surface to understand their deeper meanings.
A magazine ad, for example, may consist of a photograph, a few words, and a logo. This is the surface, or the text of the message. Meaning is created when we look at the ad; you may think "Using this product will make me more attractive" or "I'll have fun if I use this product" or simply "This product is cool". These messages are called subtexts.
Deconstruction is simply the process of examining how the
Today's advertising is by necessity anti-intellectual, simplifying all subject matter. The advertiser's motto must be "Just do it." Never "Think then do it."

Reasonable, logical, and reflective thinking hinder the emotional, and by extension, the consumptive process. Remember advertisers don't want you to think about it -- they want you to buy it!

• The neuro-physiology of the brain determines the power of text, sound, and image-based media messages. Together, images and music are more powerful than text. When we view images or listen to music, they are immediately stored in more ancient parts of the brain, which are most directly connected to the central nervous system. Images arouse the strongest emotions, and are more persuasive than sound. (Remember the saying: "Seeing is
Advertisers spend millions of dollars to research, write, shoot, test on focus groups, rewrite, re-shoot, test market, produce, and distribute every scene in an ad. Most individuals cannot spend as much time and energy in deconstruction as an advertising company spend in construction. With these three ideas in mind, follow the steps below to deconstruct an ad.

Techniques of Persuasion

Identify and describe visual images, symbols and simple techniques of persuasion (flattery, humour, fear, hyperbole, the use of power words, distortions of fact and/or lies, repetition, testimonial, name calling, simplification, appeals to "scientific evidence," nostalgia, bandwagon - "everyone's doing it.")

Techno-Effects and Subliminal Images

Ask: • How is the scene framed? • What camera angles and lighting techniques are used? • Where is the viewer positioned? • What computerized effects are used? • What kind of music is used? • How do all of these effects contribute to the ad's power? •
Emotions and the Story

Identify the story the ad is trying to tell. What "problems" will the product solve? What are the associations the ad makes with the product? What are the advertisers trying to get you to believe? What messages is the ad trying to send? What emotions does the ad appeal to? What is the "logic" behind the