Sketchers -- A Frith Analysis

As people living in modern America, we are punched in the face by ads every day; each one struggling to out-shine one another. However, have you ever actually stopped to analyze the meaning behind it? An easy way to do so is to create a Frith Analysis. There are three levels in which to analyze an advertisement: the surface meaning, the advertiser's intended meaning and the cultural meaning.

As an example, I will be evaluating a humorous ad from Skechers. This ad was created for one of their newest lines: GOrun2.

The surface meaning of this ad is simple. The ad at first appears to be another documentary on predator versus prey. There is a gazelle grazing without realizing he about to become a cheetah's meal. Suddenly, the animal is running for its life ...but never fear! Thanks to Skechers, a man was able to save the gazelle.

The advertiser's intended meaning is also very straight forward: Skechers make you faster than a cheetah; the fastest cat in the animal kingdom! It would also seem that the advertiser is saying "If you buy sketchers, you can do incredible things....like save an innocent creatures. Does that not pull on your heart strings??

Last but not least: the cultural meaning. When you watch this ad, how do you feel? Don't you want to warn the gazelle of the danger? When the cheetah begins the high speed chase, do you not watch in horror? If you do in fact feel these emotions, the chances are a lot of other people do, too. The advertiser truly uses this factor to their advantage. The man in the ad becomes a hero and therefore glorifies Skechers.

It is really as simple as that. Next time you are brainlessly watching TV ads, waiting for your favorite show to come back on, help the time go by faster--use frith analysis.

Hi, My Name Is..

Insert ridiculous name here.
Just kidding. My name is Melanie. Number 77 on a list of most popular names. That's what happens when your parents love old movies like Gone With The Wind. Then again, I like old movies, too.

I'm a junior Mass Comm major and music minor at Shepherd University, home of the rams.
I have hobbies. I'm not sure how people live without them or if you would call it living at all.
These hobbies include, but are not limited to: Song writing, playing guitar, ukulele, piano, snowboarding, and story writing.

People say I'm a hard worker. I would say I just really enjoy having a job, going to work, and meeting new people; though its really temporary; single-serving friends.

My interests include all the hobbies stated above as well as (my guilty pleasure): I'm a gleek. I also love anime and Miyazaki films (creative genius).

Someday, I'd like to find myself doing P.R. work for some music label company or industry. I would really like to be behind the scenes recording the music...or maybe even writing it.

My favorite television show currently is a tie between Glee and American Horror Story.
My favorite book is also a tie between The Fault In Our Stars or Looking For Alaska- both by John Greene.
I'm not really good with selecting favorite anythings when the question arises but I'll say my favorite movie is Fight Club. I guess there's just something about schizophrenic angst that I find enjoyable. Along with all the clever lines (one stated above).

             Nice to meet you.
              Sincerely,
                     Me.

COMM 406 - "The Persuaders" and What Persuaded Me

The interest is in the name...

  The Persuaders is a 90 minute documentary in which

Douglas Rushkoff analyzes how the changes in marketing strategies are shaping culture and politics in the U.S. As you watch this program, you are given a look "behind the curtain of advertising." The viewer is given a short history lesson and witnesses the development of advertising throughout the years. Then, the strategies behind selling products comes to light. Suddenly, the world for a consumer is no longer what it is cracked up to be!

   After brainstorming my thoughts on this documentary, I simply asked myself: "What did I find the most interesting about this film? What aspect of advertising really captured my attention?" It may be safe to say that what caught my attention is more than likely what sparked surprise and maybe even anger in other viewers: The advertiser's view of consumers.

   The ways in which we consumers are viewed seems to be just as utterly disgusting as it is true. Why is it true? Their strategies work. Their products are bought! As you watch the documentary, you will see how the actions of these advertisers spark reactions in their directed audience. I don't know about you but seeing this game of cat and mouse really made me feel tricked. The big bow on top of this idea was this statement made at 4:34: "Consumers are like roaches. You spray them and spray them, and after a while it doesn't work anymore."                              

   

    The ever-changing trends in what gains the attention of consumers is causing advertiser's marketing practices to reach extremes. As our needs and ideas evolve, so do the ways in which marketers try present new products and prove that they are what we need. However, you, as the consumer, should always remember what this film has proved: we are not people; we are sales.