Analyze this! (Theory/Praxis)

It is a well known fact that we are bombarded with the media and advertising every single day. In fact, Marshall McLuhan said we are like fish not knowing water until beached. If this is true then, companies are using mediums the best way that they can to promote their messages. That being said, it is a well known fact that advertising is indeed effective. That being the case, the only way for advertisements to be effective is to have enough people to ‘buy’ into them.

Are you media literate? Many aren’t.

What does this mean then? Well, ask yourself this question: do you stop and think about some of the ads you see around you? Or do you merely just say “oh that’s cool” to most?

It takes more than stopping and thinking, though. That’s only the first step in becoming ‘media literate’. Understanding the ways companies are using certain techniques and methods is another step in not ‘falling in their trap’, if you will.

What is the importance of being media literate? Is it merely to say that you’ve successfully deconstructed the inner workings of a company and not fallen subject to their tactics? Perhaps there is more to it than that. Being aware of what is constantly around you is the first step in understanding where our culture is going. Don’t be stuck in the ‘rear-view mirror’ as illustrated by Marshall McLuhan, observe what is in front of you now, and how it is changing us. That is the first step in understanding what “us” is, and where we are going.


Personally, I am always trying to be aware of the impact media has on me, even when I do become overwhelmed by it. If I find myself buying something because of the ad I saw on television for example, I analyze how this particular advertisement worked on me. What was my ‘weakness’ that encouraged me to buy this product? From there, I usually take note of this and try to remember it for future encounters with other products.

Take for example Apple Computers. I personally own an iPhone, and I’d like to point out their advertisements played a huge role in me purchasing one. Apple uses a very specific way of getting people to buy their products, and more often than not, end up coming out with a newer model of your product after they’ve hooked you into buying the first one. I view Apple Computers as one of the more effective companies in having you buy their products. Check out this older iPhone commercial to see what I mean. It’s called “Amazing”.