Advertising Deconstruction of Jif Commercial

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DGME 100 - ADVERTISING REPORT Jif "College Mom" commercial Deconstruction of an advertisement "We exist to put commercials on the air. The programming that is put on between those commercials is simply the bait we put in the mousetrap." - Former ABC News Anchor Ted Koppel, Washington Post interview A basic media literacy skill is “deconstruction.” This is the careful and close analysis of a piece of media, looking beneath the surface to understand deeper meanings. 1. About the product. Describe the product, its history, its corporate owner. Who paid for the advertisement and why? (identify the corporate owner and CITE SOURCES) The J.M. Smucker Company owns the Jif brand. Jif peanut butter debuted in 1958. It has been the number one peanut butter in America since 1981. Smucker purchased Jif from Proctor & Gamble in 2001. (Boyle, 2011) Smucker paid for this commercial to sell Jif brand peanut butter to mothers. 2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? How do you know? (what words, images or sounds suggest the audience?) The primary target audience is mothers, specifically middle to upper class mothers who take care of their children while they are at college. We can tell this is the target audience because the ad uses a big kitchen in a large house, plus the style of the motherʼs clothes references middle to upper class professional, and we know that the family can afford college tuition and student housing. The ad is not for low income households. 3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.) Please do not read this section word-for word from the paper in your presentation, just give an overview or point out a few details. There are images of a black woman in a green sweater and

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