For my deconstruction project-- I chose a print ad image from the deconstruction gallery: "Skoal Citrus -Local Flavor". I chose this ad, because I was eager to see if I could determine the subtle factors that sway consumers to choose this product-- despite the ( fairly common) knowledge that chewing tobacco can endanger one's health. I wanted to, in essence, test my own "critical eye".
I was surprised, when following the deconstruction guidelines, to find out how much I am missing when I look at a printed advertisement or watch a commercial on television-- and I consider myself to be mostly skeptical, when it comes to the advertising industry!
The first step: ( making observations) led me to take note of the people in the ad. They were all young, beautiful, and physically fit people. They were all also Caucasian. They were smiling and involved in summer sporting activities ( such as surfing and swimming) . The colors were bright, inviting, and evoked feelings of summer fun and joy of youth.
Step 2 and 3 invites us to look critically at the purpose of the ad. It wants to sell chewing tobacco to a target audience of young people-- using the indication that chewing tobacco will allow you to be young, beautiful and physically fit. You will enjoy life to the fullest if you "explore local flavor" and buy this product. The assumptions that are made by the consumer tend to reinforce the stereotype that white, middle-class males live a strong, carefree and empowered life.
Step 4 asks us to consider the consequences of these messages. I feel that the messages portrayed in this particular ad are misleading and irresponsible. The cautionary statement about health risks is in smaller print in the bottom left quadrant of the page. I was able to connect this to the readings in the Serafini text which discusses information zones, and the placement of text and visual images. The health warning is placed in the lower left of the page-- giving the impression that the information is
"old and given, while the right half suggests what is new or possible" (Serafini, 2014, p.65) The information on the right side of the page shows a big image of the product that states: Man that's refreshing" . This is similar to a before and after picture in a weight-loss ad. We read from left to right, and see the "after" image to be more appealing.
. The ad leads us to believe that chewing tobacco will sustain your health-- rather than harm it. It can't be considered socially responsible-- but, it is very effective in achieving its selling goal.
I really enjoyed this assignment. It gave me some excellent tools to look at the world of advertising with more scrutiny. I started the project with the thought that I was fairly well informed, and was taken by surprise. This will be true for our young students, as well, unless we prioritize their critical skills as well.
Media Literacy Project, accessed June 16, 2016, retrieved from: http://medialiteracyproject.org/about/
Serafini, F. (2014) . Reading the visual: An introduction to multimodal literacy. New York, NY: Teacher's College Press
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