0010 Media and Information (Lecture)

LANGUAGE IS A SOURCE OF MISUNDERSTANDING

                Language is used every day for us to convey information, ideas, feelings and opinions to people. Through language, people are connected, they understand each other but sometimes, there are communication barriers in language which lead to misunderstanding. For example, misunderstanding can occur if two people cannot hear each other properly because of their noisy environment.

DOES THE USER’S OWN BACKGROUND/EXPERIENCE AFFECT THE INTERPRETATION OF THE MESSAGE?

                Yes. A user’s own background and experience is referred to as schema. Since different people have different schema, they interpret a message differently. In interpreting messages, a person’s knowledge about it is used which is why there are different interpretations of a message.

IS IT POSSIBLE THAT A DIFFERENT INDIVIDUAL DERIVES A DIFFERENT MEANING FROM THE MESSAGE?

                Yes. People have different schema. Schema is used to derive a meaning from messages. Since we have different schema, we have different derivations of a meaning from a message.

COMPONENT	PONDS	FERDIE MARCO	MAYON
Target Audience	Men who want to have bright and clear skin	Voters of District 1, Marikina City	Tourists
Sender/Author	Unilever PH	Ferdie Marco	Your Brother Travel & Tours ATV Service Provider
Purpose	To encourage men to buy and use their product	To encourage and bribe the voters to vote for him	To encourage tourists to visit the Mayon Volcano and rent American/Canadian brand ATVs
Key Content	They included the steps to get a Pond’s Men Face Value Card.	He used the McDonald’s National Breakfast Day promo to tell people that he will treat them with free muffins	The ad included rental rates and pictures of previous customers who rented the ATVs
Form/Style	They chose Xian Lim, a famous actor with clear skin, to promote the use of their product and used the line “Get brighter + energized skin”	He used his image and the promo of McDonald’s and put it in a Facebook post	Colorful and bright fonts to strengthen the appeal of the advertisement to the tourists’ eyes, which will encourage them more
Medium/Format	Digital print ads	Social media	Flyer