Media Deconstruction #1

Look at http://medialiteracyproject.org/deconstructions/mastercard-tailgate

         I like this ad because I have seen it as a stereotype of brotherhood.

 

1. Who paid for this ad? 

            Mastercard

2. Why does the company need to do this ad? 

To have more consumers use their credit cards., so they can make more money in fees, penalties,  and interest.

3. What group is targeted by this ad?

 In this particular case, it is football fans. But more generally consumers who use credit cards, so almost everyone.

4. What about this ad leads one to that conclusion?

   The text and images suggest this, by portraying the large linebacker looking guys eating bratwursts and drinking beer from generic red plastic cups outside of a stadium.

5. What is the ad’s text and subtext?   

           

That the men portrayed in this photograph enjoyed going to the game, because they used their credit cards to buy the food.

                        Use Master Card, and you will have moments of fun. Does not state interest rates on fun.

6.  What kind of culture does the example create?

                        Sports fan, glamorized by image of people socializing, through eating and drinking.

                        Consumerism is happiness.

8. What tools of persuasion are used?

                     Association, Bandwagon, Plain Folks,  and Simple Solution