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Television as a Medium

"Films have a powerful effect on us. Films provide us entrances to narratives and when we immerse ourselves in the narrative, our attitudes are influenced by what happens on the screen (Borchers, pg168)."

Use of Transitions

Wipe- replaces a previous image with a new one by using a sharp vertical, horizontal, or diagonal line.
Dissolve- slower process of gradually fading a previous image into a new image.
Cut- stops the previous sequence and replaces it with a new image to indicate excitement.

(Borchers, pg 167)

Example: In Britney Spears newest music video, the critics claim the video is choppy and the use of editing makes it appear as if Britney is doing a lot of dancing, when in reality she isn't doing much dancing, but instead her dancers are doing most of the dance moves. Britney has had a long road to recovery and is still working to "come back" so the editing in this video helps to create excitement and persuade the audience that she is back and better than ever, when in reality, she is in the video but only doing half of the work. The creating of excitement is needed to get the attention of fans as she is about to release a new album and her fans are crucial to her success.


Camera Shots

Zoom- moves us closer and closer to the subject, intensifying the image and allowing us to inspect it closely.
Reverse Zoom- moves away from the object and asks us to take a look at the larger picture.
Reaction shot- shows the face of a character reacting to something that has occurred.
Montage- combines visual elements in an ordered sequence to create meaning and an emotional response from the viewer.
(Borchers, pg 167)

Example: In Paranormal Activity, the use of handheld cameras makes it feel as if the audience is experience the same thing as the characters in the movie. The shaky, jerky images communicate realism and truthfulness (Borchers, pg 167).


Television's Increased Persuasion

Television images allow us to create a sense of intimacy with who or what we are viewing as well as the ability to feel or imagine a "relationship" with the image. The camera angles that are used also imensly increase our "closeness" to certain images, and allows us to relate very differently than other mediums of communication. The use of a certain camera angles allows our view of a person to be completely influenced as we form a connection with "them" as a person, and not someone just "talking to" us. We often see situations where a speaker might be broadcasting a flat out lie, but because of the way they position and deliver their message, and how the camera angle is used to caputre that message, they appear sincere and we tend to believe everything they say.

The Importance of Emotional Appeal

One of the concepts we have learned about in Chapter 6 of Borcher's text is the importance of making an emotional appeal within persuasion. Using images, video and film allow persuaders to attract specific attention to particular subjects and/or presentations, and make some sort of emotional connection to them. We see "behind the scenes" adjustments aid to the overall attempt at a connection. Things such as the position of the camera angle, the displayed material items and the overall placement of figures allow these particular images to create some sort of identification and bound relationship with the audience. For example, when examing the VW Safe Happens ad campaign we realize there are many different strategically placed visual elements that work hard to help create the emotional connection for audience members. The use of language and the creation of a light-hearted scene help set the mood for an environment that every audience member can relate too. Then the creator's brilliant placement of the camera angle from inside the car looking out, allows them to capture a very vivid and real idea of what it would be like to expierence that crash from inside the vehicle, seeing the car come right at you. Viewers at this point are left with no choice but to imagine what it feels like to be that vulneralbe in that situation, and the immediately connect an understanding and relationship to the persuasive message without even realizing that they have done so. They see themselves in that car because of the strategic development of the commerical, and they are now fully open to listening to the suggested meaning of the campaign.

Assumptions About the Media


Three Assumptions

    1. Media Persuades Us

    2. Media Sources,Channels, and Content Present us with Mediated Realities

    3. Media Sources are profit-making businesses


Media Persuade Us

The media persuades us by creating knowledge about its product of the product, of people, in their places and their cultures. We usually don't buy things because we need them we buy things because because of the images and words we hear in the advertisements created by the professional advertisers.(Brochers 101) These professional advertisers understand that the language, images, emotion, and logic function attract our attention and are the affect of an advertisement that tend to persuade their audience.




From the first video we can see the persuasion occurring by using a world class athlete to endorse a shoe. But from what i have recently learned is the language and reaction of the individuals in the commercial. As you can see Ronaldinho's reaction to the shoes are ecstatic. If the audience sees this then they also feel that sense of excitement and are persuaded to go out and buy these shoes.



Media Sources, Channels and Content present us with Mediated Realities

Media Sources, channels and Content present us with with mediated realities. These mediated realties are the images we have in our minds of the word, people, and corporations that we have developed from what we see and hear in the media and not necessarily from true experience.(Brochers 102)





In the second video we can see that there are many stereo types like this one about mexicans. We gain ideas like this one from what we have seen in the media. It is not necessarily that we have lived through certain events but when we see this in the media we assume that it is like this because it is the dominating medium(brochers).


Media Sources Are Profit Making Business

As much as we want to believe the media wants only good for the people it is still a business they believe in only one thing making a profit. They have this freedom to air what ever they want. The media's main purpose is to attract its audience using advertisements. (Brochers 102) The profit orientation is used on every decision made on the media.


From the video of the McDonald's commercial we can see their decision to persuade young children to go to Mcdonalds buy the toy with the Happy Meal. This is how they strive to gain their profit.