The three things I like most about my new-found media literacy is my ability to be an active/interpretive viewer, understand the latent meanings within media, and appreciate the art and creativity behind advertising for a consumer- driven society. After watching films in class, providing meaning to an artist's photographs, and interpreting music videos, etc., I believe that I have learned to appreciate what is actually happening in these media. I do not sit there blankly and take it in. In other words, I always took media at face value; either I liked the movie or I didn't. The song either blows you away, or it should be locked away. However, with this class I've realized that I must become an active in understanding the media message and that I can respect the value behind a piece even if I decide not to add it to my personal movie collection.
 
Furthermore, by becoming an interpretive viewer, I can pick out the hidden messages or latent content within a text. For example, the Hitchcock film Rear Window can either be seen as a simple detective story, or you could dive into the plot and discover what should be seen through Hitchcock's eye. More specifically, the gender roles that James Stewart and Grace Kelly play in to, the active role Grace Kelly takes in determining the murder, and finally, the ignition that begins it all as James Stewart finds a new hobby in voyeurism. The ability to pick out the motives behinds the actions, and the intent behind the character roles, really allows you to bring a new meaning to what you are looking at.
 
Advertising in a materialistic society can be interpreted many ways; you could find it annoying being bombarded with messages, you could find some interesting, some disappointing, and some successful. Some people in fact choose to ignore advertisements unless they talk specifically to them. However, through this media literacy course, I've learned to appreciate most advertisements as they are such a integral part of our society. We are a culture that is designed to sell. A culture that has become largely driven by these commercials, these billboards, these transit advertising vehicles, etc. While some companies sell messages, others sell products. For example, Benetton ads supply our culture with societal messages while M&Ms are beloved every year for their humorous advertisements co-starring Santa Claus or the Easter Bunny depending on the time of year. Overall, I believe that most advertising can be appreciated as an art form.

In this final blog, I would just like to address a few issues that I have been going over in my head. Earlier I had mentioned that it seems that the internet removes the personal nature of a conversation, and I wonder if the web will go even a step further as to remove the motivation from humans to actually get up, go out, and do something. You can go shopping in your own home, in Spain you can go food shopping in your own home and they will bring the groceries to your door for you. We live out of vending machines, we get news updates online, we make dates online, some even meet their spouse online. We are even at the point that where we can show emotion online by using things like a web camera, or talk to someone in another country through skype. Are we losing the value of being human?

What Not to Wear. A TLC original broadcast show that takes people off of streets, introduces them to their fashion flaws, and reorganizes their closets, so to speak. I can't lie, I'm addicted to watching this- sometimes it's truly hilarious to see how people dress and what they think constitutes as a "hot outfit." Consequently, you begin to question your wardrobe. You wonder, do people look at me the way I'm looking at this poor dude on tv? As if America isn't too materialistically focused.

What sells a product to a child? Taste or Visual Appeal? I watch children in the grocery store with their parents pointing at Lucky Charms because of Lucky the Leprechaun and his "magically delicious" cereal, or little athletes dying to get their hands on some Wheaties because Derek Jeter is plastered on the cover...What is an advertisers biggest strategy when targeting young markets? Eye-level cereal boxes with a really fun exterior. Even better? A prize inside.

If you pay attention on the streets, or even around the Marist College campus, you'll see that women all have different yet similar ideas of style. More specifically, Marist College is rampant with Vera Bradley tote bags and I am guilty of owning one myself. Clearly the brand advertises succcessfully but I wonder what sells for vanity purposes and what sells for the company "cause?" For instance, certain patterns on products represent different charities or non-profit organizations and Vera Bradley makes it clear that a certain amount of the proceeds will go to a breast cancer foundation (for example.) I wonder how often women buy with such a purpose at heart; do we like the charity idea or do we like the pattern?

After watching the movie P.S. I Love You, I started to think about the line that Lisa Kudrow says when complaining to the other girls she's around. She comments about her nail polish color and mentions that after so many years the cosmetic company "discontinues a favorite product and you have to store up like you're saving for the apocolypse." My roommate also recently stated that she found her new favorite nail polish color and that she would have to go out to get another bottle. Why is it that women become more or less addicted to beauty products? Is i?t the advertising, or are we just creatures of habit in a materialistic society?

       versus    

What establishes a brand identity, or more specifcally, a better brand identity? When it comes down to it...I want to know what makes shoppers chose one type of product over another. Why is Tropicana better then Minute Maid? Why is Parkay better than Smart Balance? Why buy Tide when you can buy All? Customers become loyal to a product or particular brand- just as I am loyal to all Neutrogena skin products. Is it just time that binds you or is it all about trial and error? Is it just the acutal marketing of a product or is it personally testing one?

     versus

While creating specifically artistic assignments, inspiration comes from all around. Sometimes thoughts are triggered by old works which can either be intentional or unintentional. However, what amount of manipulation or change to an orginal work is required so that it is not a copy? More specifically, there is a lot of photography of nature; what makes one image of a national park different than another? A waterfall? What limit must be exceded in order to avoid copyright suits?

Anne Geddes vs. Unknown

In one of my other courses we have been given various advertising assignments throughout the semester: create a newspaper ad, create a media kit, create a webpage, create a billboard, etc. Through these personal experiences I began to question what makes an ad successful. After watching the movie, "How to Get AHead In Advertising," I started to think about how many ads just attempt to sell a product at all costs; while some sell their products just to make an investment, there are companies out there that sell a message. For example, Benetton Ads through societal issues into the public's face- whether they like it or not.

After reviewing all of the recently released movies to hit theatres, I started realizing what our society valued as entertainment. Women want the "chick- flicks;" the romance that makes every girl think that their men have the ability to woo them as Prince Charming does Cinderella. Is it a problem that we are caught up in fairytales or is it okay for a female to want the happy ending? Furthermore, what kind of stress does this place on men? I wonder, do they feel that they have to be romantic, shell out the money for the long- stemmed roses? or are they determined to get their girlfriends heads out of the clouds by bringing them down to reality where not all men need to open doors? The movie that inspired this blog stars Matthew McConaughey, "Ghosts of Girlfriends Past."