Those who consume the media are more susceptible to messages.
Repeated exposure to the media can subtly manipulate viewers’ perception of reality and influence our perception of the real world.
If we consume something repeatedly, soon enough we will become assimilated to what we are being ‘fed’ (parallels to the hypodermic needle theory).
Mainstreaming = The idea that, if we all consume the same messages, they become the mainstream ideology. Audiences are passive and become assimilated to the views they are repeatedly told to believe.
Ideology is created by the elite who have power (straight, white, christian men).
Mean World Syndrome (World Mean Index)
TV programmes are saturated with violent content that generates fear.
If we continually consume violent/mean content, we will have a narrow view on the world: suggesting it is more violent than it truly is.
Jamaican born, cultural/hegemonic theorist who moved to Britain before studying English at Oxford University. He worked at the Open University for a number of years, as a professor of sociology
“He looks at how producers use various signs to encode a programme’s meaning, according to their ideologies and resources, which is then decoded by the viewers, who have to interpret the message through their own framework of knowledge.”
The Theory of Preferred Reading
He theorized that media texts contain a variety of messages that are encoded (made/inserted) by producers and then decoded (understood) by audiences. Therefore what we consume is a ‘re-presentation’ of the real world, changed by producers to fit the ideologies they want to distribute.
He also communicate the idea that there is often a level of ‘distortion’ from reality through the media. He defines this distortion as the “gap between what one might think of as the true meaning of an event (or an object) and how it is presented in the media.”
Double meaning of the word – Representation. It means ‘to present’ and re-presentation gives the idea that there was ‘something’ in the real world and through the media, this is given a new meaning (re-presented).
Those in power, the elite/hegemony, have the power to limit or widen representations in the media. For example, often in the media Black men are presented as criminals, troublemakers although there is no space given for any positive representations to be portrayed.
He puts forward the idea that media audiences are ACTIVE and decode media messaged based on their SUBJECTIVE IDENTITY, therefore evidencing his point that messages are open for interpretation:
Dominant Reading = How the producer wants the audience to view the product.
Negotiated Reading = A compromise between the dominant and oppositional readings.
Oppositional Reading = The audience rejects the dominant meaning and creates their own reading.
https://media-studies.com/reception-theory/
Stereotypes
A large part of his work looks at how the Media represents identity features through stereotypes (negatively or positively) such as: age, gender, race, ethnicity, geography, sexuality etc.
In a lecture from 1997, in which Hall talks about stereotyping, he said that “the image (stereotype) is producing not only identification” but also “producing knowledge”. This is “what we know about the world”, therefore “how we see it represented”
The idea that texts communicate their meanings through a process of signification
The idea that signs can function at the level of denotation, which involves the ‘literal’ or common-sense meaning of the sign, and at the level of connotation, which involves the meanings associated with or suggested by the sign
SEMIOTICS C. S. Pierce
SEMIOTICS Baudrillard
in postmodern culture the boundaries between the ‘real’ world and the world of the media have collapsed and that it is no longer possible to distinguish between reality and simulation.
The idea that in a postmodern age of simulacra we are immersed in a world of images which no longer refer to anything ‘real’.
The idea that media images have come to seem more ‘real’ than the reality they supposedly represent (hyperreality)
The idea that all narratives share a basic structure that involves a movement from one state of equilibrium to another
The idea that these two states of equilibrium are separated by a period of imbalance or disequilibrium
The idea that the way in which narratives are resolved can have particular ideological significance
NO OFFENCE THE KILLING METROID TOMB RAIDER MENS OH!
NARRATIVE Freytag
NARRATIVE Bathes
NARRATIVE Chatman
NARRATIVE Propp
NARRATIVE Levi-Strauss
The idea that texts can best be understood through an examination of their underlying structure
The idea that meaning is dependent upon (and produced through) pairs of oppositions – binary opposition drives the narrative
The idea that the way in which these binary oppositions are resolved can have particular ideological significance
METROID TOMB RAIDER MENS OH!
GENRE Neale
genre as audience recognition
genre is a mechanism which attracts audience as it is structured around a repertoire of elements
genres change as society changes
NO OFFENCE THE KILLING METROID TOMB RAIDER MENS OH!
GENRE Schatz
most films fit into one of two genres: Genres of Order – western, gangsta, sci-fi Genres of Integration – musicals, comedy, romance
REPRESENTATION
IDENTITY Gauntlett
The idea that the media provide us with ‘tools’ or resources that we use to construct our identities.
The idea that whilst in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas
Fluid – identity which has the potential to change Negotiated – the process of people coming to an agreement about their identity and other peoples identities Constructed – identity that has been built upon experiences and influences Collective- identity you gain from being part of a group
suggests gender is fluid and ever changing
SIMS
IDENTITY Hall
The idea that representation is the production of meaning through language, with language defined in its broadest sense as a system of signs
The idea that the relationship between concepts and signs is governed by codes
The idea that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits
The idea that stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ (e.g. through ethnocentrism)
those to represent the media to us give their insight/view on the subject and therefore we learn more about them, than the subject
different representations cause different effects
NO OFFENCE THE KILLING TEEN VOGUE THE VOICE METROID TOMB RAIDER SIMS MENS OH!
FEMINIST Mulvey
FEMINIST Butler
The idea that identity is performatively constructed by the very ‘expressions’ that are said to be its results (it is manufactured through a set of acts).
the idea that there is no gender identity behind the expressions of gender.
The idea that performativity is not a singular act, but a repetition and a ritual
Gender is a social construct
METROID TOMB RAIDER MENS OH!
FEMINIST van Zoonen
gender is constructed through discourse, and that its meaning varies according to cultural and historical context.
The idea that the display of women’s bodies as objects to be looked at is a core element of western patriarchal culture.
the idea that in mainstream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female.
THE KILLING METROID TOMB RAIDER SIMS MENS OH!
FEMINIST hooks
The idea that feminism is a struggle to end sexist/patriarchal oppression and the ideology of domination.
The idea that feminism is a political commitment rather than a lifestyle choice. >The idea that race and class as well as sex determine the extent to which individuals are exploited, discrimination against or oppressed
THE KILLING
POST COLONIALISM Gilroy
The idea that colonial discourses continue to inform contemporary attitudes to race and ethnicity in the postcolonial era.
The idea that civilisationism constructs racial hierarchies and sets up binary oppositions based on notions of otherness.
SIMS
POST COLONIALISM Lacan
POST COLONIALISM Said
AUDIENCE
Lasswell
hypodermic needle theory
passive consumption
Lasswells linear model of communication: sender, message, medium, reciever, effect
involves a receiver simply accepting a message being given to them, rather than engage with it
Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission’
Lazerfeld
two step flow of communication
active consumption
media messages are filtered through influential opinion leaders who interpret a message and first and then relay them back to the mass audiences
McQuail, Blumler, Katz
uses and gratifications
theory which recognises the decision making process of theory audience, highlighting how they seeking specific uses and gratifications when consuming media hey go through processes of selection, interpretation and feedback processes
active selection
information / education empathy and identity social interaction entertainment explores/challenges how media messages are produced, circulated and consumed escapism
Hall
explores/challenges how media messages are produced, circulated and consumed
The idea that communication is a process involving encoding by producers and decoding by audiences.
The idea that there are three hypothetical positions from which messages and meanings may be decoded: the preferred reading, the negotiated reading or the oppositional reading.
preferred reading is the producer’s intended message negotiated is when the audience understand the message but adapt it to suit their own values oppositional is where the audience disagrees with the preferred meaning
this is due to different audiences and different identities – different age, gender, sexuality, ethnicity, backgrounds etc…
a message “must be perceived as meaningful discourse and meaningfully de-coded” before it has an “effect”, a “use”, or satisfies a “need”
NO OFFENCE THE KILLING TEEN VOGUE THE VOICE METROID TOMB RAIDER SIMS MENS OH!
Gerbner
cultivation theory
passive consumption
The idea that exposure to repeated patterns of representation over long periods of time can shape. and influence the way in which people perceive the world around them (i.e. cultivating particular views and opinions)
the idea that cultivation reinforces mainstream values (dominant ideologies).
examines the lasting effects of media – Looking primarily at the relationship between violence on television and violence in society
world syndrome – the cognitive bias whereby television viewers exposed to violent content were more likely to see the world as more dangerous than it actually is
suggest that ‘television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources‘ (Gerbner et al 1986)
‘television’s major cultural function is to stabilize social patterns and to cultivate resistance to change‘ (1978: 115)
mainstreaming – media consumption leads audiences to accept mainstream ideologies
contradicted by Gauntlett – believes people only divulge in media that they believe will contribute to finding their individual sense of self – more active audience
NO OFFENCE THE KILLING METROID TOMB RAIDER SIMS
Jenkins
The idea that fans are active participants in the construction and circulation of textual meanings. The idea that fans appropriate texts and read them in ways that are not fully authorised by the media producers (‘textual poaching’). The idea that fans construct their social and cultural identities through borrowing and inflecting mass culture images, and are part of a participatory culture that has a vital social dimension
METROID TOMB RAIDER SIMS
Shirky
The idea that the Internet and digital technologies have had a profound effect on the relations between media and individuals
The idea that the conceptualisation of audience members as passive consumers of mass media content is no longer tenable in the age of the Internet, as media consumers have a now become producers who ‘speak back to’ the media in various ways, as well as creating and sharing content with one another
TEEN VOGUE THE VOICE METROID TOMB RAIDER
Bandura
The idea that the media can implant ideas in the mind of the audience directly.
‘modelled learning’ The idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling.
The idea that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour
SIMS
INDUSTRY
Chomsky
-Manufacturing of consent -5 filters of mass media -very small amount of very powerful owners dictate the industry
Habermas
Curran & Seaton
The idea that the media is controlled by a small number of companies primarily driven by the logic of profit and power
The idea that media concentration generally limits or inhibits variety, creativity and quality
the idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions
Livingstone & Lunt
The idea that there is an underlying struggle in recent UK regulation policy between the need to further the interests of citizens (by offering protection from harmful or offensive material), and the need to further the interests of consumers (by ensuring choice, value for money, and market competition)
The idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media regulation at risk
SIMS
Hesmondhalgh
The idea that cultural industry companies try to minimise risk and maximise audiences through vertical and horizontal integration, and by formatting their cultural products (e.g. through the use of stars, genres, and serials).
The idea that the largest companies or conglomerates now operate across a number of different cultural industries
idea that the radical potential of the internet has been contained to some extent by its partial incorporation into a large, profit-orientated set of cultural industries
So how does this process of ‘manipulation’ or ‘persuasion’ work?
1.Structures of ownership
Maybe there is only a few select amount of companies
“The first has to do with ownership. Mass media firms are big corporations. Often, they are part of even bigger conglomerates. Their end game? Profit. And so it’s in their interests to push for whatever guarantees that profit. Naturally, critical journalism must take second place to the needs and interests of the corporation.”
2.The role of advertising
The propaganda model is a conceptual model in political economy advanced by Edward S. Herman and Noam Chomsky to explain how propaganda and systemic biases function in corporate mass media.
3.Links with ‘The Establishment’
Links with higher power
(THE MEDIA ELITE)
The establishment manages the media through the third filter. Journalism cannot be a check on power because the very system encourages complicity. Governments, corporations, big institutions know how to play the media game. They know how to influence the news narrative. They feed media scoops, official accounts, interviews with the ‘experts’. They make themselves crucial to the process of journalism. So, those in power and those who report on them are in bed with each other.
4.Diversionary tactics – ‘flak’
Diverse someone’s attention to something else
“If you want to challenge power, you’ll be pushed to the margins. When the media – journalists, whistleblowers, sources – stray away from the consensus, they get ‘flak’. This is the fourth filter. When the story is inconvenient for the powers that be, you’ll see the flak machine in action discrediting sources, trashing stories and diverting the conversation.”
5.Uniting against a ‘common enemy’
To manufacture consent, you need an enemy — a target. That common enemy is the fifth filter. Communism. Terrorists. Immigrants. A common enemy, a bogeyman to fear, helps corral public opinion.
Noam Chomsky describes himself as an anarcho-syndicalist and libertarian socialist, and is considered to be a key intellectual figure within the left wing of politics of the United States.
It argues that the mass communication media of the U.S. “are effective and powerful ideological institutions that carry out a system-supportive propaganda function, by reliance on market forces, internalized assumptions, and self-censorship, and without overt coercion”, by means of the propaganda model of communication …
The 5 Filters of Mass Media Machine
The five filters are:
(1) ownership; (2) advertising; (3) official sources; (4) flak; and (5) marginalizing dissent.
The author discusses the applicability of Herman’s and Chomsky’s propaganda model today.
Ownership: Mass media companies and firms as parts of even bigger conglomerates, as a sole function for profit. In their interest to push what ever increases that profit.
Advertising money: Advertisers are paying for audiences. So their role is to be at the use of mass media conglomerates as a tool to increase profits.
The media Elite: Make themselves crucial to the process of advertising. They are used as a tool to help the processes of media consumption. You cannot challenge power.
Flak machine: discrediting, distorting, challenging and undermining stories.
The common enemy: Helps crowd public opinion, points the finger at the common enemy as a tactic to control the masses.
Public Sphere – the central arena for societal communication where different opinions are expressed, problems of general concern are discussed, and collective solutions are developed communicatively
The Printing Press developed by Johannes Gutenburg in 1440 expanded the public sphere due to its positive impact on the price of written materials and effectiveness at producing products quickly, enabling ideas to be spread faster and wider
The Peterloo Massacre in 1819 saw the death of fifteen people when cavalry charged into a crowd of around 60,000 people who had gathered to demand the reform of parliamentary representation. This outraged public opinion and therefore saw the emergence of the radical press in the UK and after calls for parliamentary inquiry where the Tory government supported the use of force. determined to stop further incidents, the government established a series of legislation, in one of the biggest clampdowns of radical behaviour in history: training prevention act, seditious meeting act, seizure of arms act, misdemeanours act, blasphemous and seditious libels act, newspaper and stamp duties act.
Jurgen Habermas, 1929
author of ‘Theory of Communicative Action’
a member of the Frankfurt School
argues that the ‘development of early modern capitalism brought into being an autonomous arena of public debate’ therefore the public sphere came to be ‘dominated by an expanded state and organised economic interests’
he defines the public sphere as a virtual or imaginary community which does not necessarily exist in any identifiable space. In its ideal form, the public sphere is “made up of private people gathered together as a public and articulating the needs of society with the state”
believed emergence of an independent, market-based press, created a new public engaged in critical political discussions
Chomsky – Propaganda Model
believes propaganda and systemic biases function in corporate mass media – mass communication media and the government “are effective and powerful ideological institutions that carry out a system-supportive propaganda function, by reliance on market forces, internalized assumptions, and self-censorship, and without overt coercion”
The Propaganda model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda
‘The mass media serve as a system for communicating messages… to inculcate individuals with the values, beliefs, and codes of behaviour that will integrate them into the institutional structures’ and achieve this through ‘systematic propaganda’ – Chomsky and Herman 1988:1
Chomsky and Herman do not claim that the PM captures all factors which influence mass media coverage of news stories, and do not suggest they are particularly anti-democratic – however, they do tend to produce systematic bias in favour of powerful political and economic actors
structures of ownership
mass media firms are big corporations – often part of even bigger conglomerates Thus, news goes through a process of ‘self-censorship’ news that augers well for the company is encouraged while any news that could harm the image of the company is filtered out
the role of advertising
Revenue generated through advertisements is essential for media outlets to survive revenue earned through advertisements is higher than the revenue earned by subscriptions and sales
links with establishment
media houses cannot afford to place correspondents all over the place so instead they place correspondents and personal at locations where news stories are most likely to break out Hence, they enter into a symbiotic relationship with various sources of information the media does not run any story that might hurt the interests of their informants and runs stories without checking their credibility in some cases
diversionary tactics/FLAK
When the media – journalists, whistleblowers, sources – stray away from the consensus, they get ‘flak’ When the story is inconvenient, the powers can inflict complaints, lawsuits or any disciplinary legislative actions Such complaints or actions can be raised by the government, companies, advertisers or other individuals Flak can be damaging for any media outlet
uniting against ‘common enemy’
to make the public accept authority, oftentimes artificial fears are created for the public most significantly communists, terrorists, immigrants a common enemy to fear, helps corral public opinion
The Public Sphere is the shared issues and problems we face as a shared group (society) and how those problems can be discussed freely together, whereas The Private Sphere is issues that concern the individual in personal life.
The Printing Press
The Printing Press was created in Germany around 1440.
This invention made way for the spread of news through a different media forms.
‘The Peterloo Masacre’
Habermas
“Habermas argues that the development of early modern capitalism brought into being an autonomous arena of public debate.”
Habermas says that the public sphere is “a virtual or imaginary community which does not necessarily exist in any identifiable space.” He commented at a time in which the media was becoming ‘rationalised’ and pushed the public to the ‘side-lines’
‘Arena of public debate’ in which a ‘public opinion’ is formed.
Before the creation of print media through the printing press, the public weren’t able to read or write, inhibiting their ability to share opinions and information. Habermas says that the media paved the way to allow people to share thoughts, therefore make change in a freer, more libertarian way.
“The primary role of the media is to act as a public watchdog, overseeing the state”
“Once the media is subject to public regulation” it will lose its ability to comment freely on current affairs.
Noam Chomsky
Noam Chomsky (born 1928) is an American linguist, philosopher, cognitive scientist, historical essayist, social critic, and political activist.
Chomsky says that the media works with the monarchy, the state and alongside with the ruling ideology to create a product that ‘manipulates’ and ‘persuades’ the audience to believe the view being presented as the truth.
He is critical of the media, saying that it is hand in hand with the government.
“(The media) is a mechanism that is deliberately used by the rich and the powerful (the elite)”.
“Mass media firms are big corporations. Often, they are part of even bigger conglomerates. Their end game? Profit” – Noam Chomsky: The five filters of the mass media.
The Propaganda Model: “It traces the routes by which money and power are able to filter out the news fit to print, marginalize dissent, and allow the government and dominant private interests to get their messages across to the public”
‘Manufacturing Consent’ – The media encourages consent.
The media is not a transparent ‘window’ on the world. Like the public, the media has opinions and values which influence their presentation of the world.
5 Filters: The type of news published in the media
1.Structures of ownership
Only a select few companies that own the media, therefore only a select few ideologies/ perspectives are being promoted.
Conglomerates
Endgame: Profit
Critical (quality/accountability/education/discussion/thinking) journalism takes second place.
2.The role of advertising
Advertisement fills the pay gap.
The media is also selling a product for advertisers: the audiences.
3.Links with ‘The Establishment’
Journalism encourages complicity
4.Diversionary tactics – ‘flak’
The term “flak” has been used to describe what Chomsky and Herman see as efforts to discredit organizations or individuals who disagree with the politicial ideal.
Distorting/ challenging/ undermining stories that don’t satisfy the powerholders through changing the focus.
5.Uniting against a ‘common enemy’
A target
Communism/ terrorism – Something to fear.
AGENDA SETTING, FRAMING, MYTH MAKING, CONDITIONS OF CONSUMPTION
Within my regulation practical work, I intend to create two posters and a billboard photo to support the “Stop body shaming” campaign. I chose to base my practical work on body shaming because I feel that society and the media have become obsessed with ‘perfect’ bodies, specifically woman’s bodies. This campaign relates to the issue of young peoples mental health and the mental feeling that they require to change themselves to become ‘their perfect selves’ and gain attention whether that’s sexual or public attraction. This project will focus on young people such as teenagers within the age group of 14-19 years of age. The reason I chose this age group and target audience is due to the demand of young people being ‘expected’ to look like runway models. On top of that I feel that teenagers have a significant amount of insecurities and doubts that both women and men have from hurtful comments on their physique, as well as the need to edit their instagram posts to achieve likes and comments. My work will be highly based around women due to the larger percentage of the population being female that go through body shame the most.
I intend to create a poster, magazine cover and a billboard relating to body shaming, I will do this by using photoshop and inspiration from below. For my poster, I aim to create a female body outline, specifically from the neck to the waist, using comments and insults that women and even men may have been confronted with. I will then, either at the top or bottom use the phrase “Words do not define who you are” with the hashtag ‘#StopBodyShaming’ in the bottom left or right or the top left or right. The colours I will use in my first poster will be cyber grape (a shade of purple) with a gradient of a heavenly pink (a shade of pink) and white. The purple will be used for the background of the poster, the light pink will be for the ribbon around the waist to symbolise women being sexualised and the white will be used for the text. To add texture to my poster I will add a drop shadow to the two ellipse on the breasts to create a zoomed in effect, as well as using a gradient on the left hand text to create a shadow, so the ‘picture’ is seen from an angle.
For my magazine cover I intend to do a model magazine cover to express that all sizes of women are equal and should feel confident in their bodies without feeling ashamed by the media. My cover will outline positivity for those hidden affects of body shaming such as being anxious to show off ones body or think less of themselves due to their shape. I will achieve this by placing two outlines of two different body shapes in the centre of my A4 page. The women will be sized to slightly cover the title of the magazine, which will be called “BE YOU – THE POSITIVE YOU”. I will then have text around the bodies, one being just between their heads – “SIZE 18 & 0 FASHION MODELS” and others around the lower part of the bodies. These will aim to focus on positivity for women. My text colour will be white or a slight brown, and my background will be a blue circular gradient. I chose these colours because I feel that a baby blue represents calmness and serenity and I believe those feelings are what women should feel when posting themselves on the Internet. I also chose white for my text as I believe it represents purity. At the bottom right or left of my cover I will have the hashtag #StopBodyShaming to show that the cover is made or sponsored by the campaign.
For my billboard, I intend to represent body shame through the positivity side of the campaign. I will complete this with filling the background in a light pink (shade of heavenly pink) with five clipart clouds located at the top of my picture. Following this I will have the text “No matter the body, you’re always bikini bod ready!” in the font size 30 to 40 to show the large fonts on billboards as well as the campaign hashtag ‘#StopBodyShaming’. Below the text I will edit six female silhouettes and fill each one in with a different skin tone using the paint bucket tool to show equality in races as well as making sure each female has a different body shape to represent my campaign and the belief that no woman should be judged by the shape of their body.
Finished Products:
My Poster
My Magazine Cover
My Billboard Picture
Inspiration for my poster, magazine cover and my billboard:
I intend to create 2/3 posters on the topic of hateful social media comments. I will show the receiving end of this and how it affects people. I intend to create a hashtag (#tpwk) which will/can be recognised as a campaign in order to stop the harmful comments an negativity on all social media platforms.
The first poster I will edit on photoshop and I intend on having a picture/headshot of someone in the middle and I will blur their face out and make aggressive scribbles on the face to represent their mental health after reading the hateful comments. I will have the hateful comments from different platforms (Twitter, Instagram etc) around the person’s head to highlight how it always sticks with someone forever.
Jar with phone in. chains around jar lid to lock phone away. phone on/message saying something about the addiction.
person using phone. chains around phone to show how addicted they are
The second poster I intend on creating is a mixed media collage representing this same idea. I will have photos cut out and stick them on the page, again, aggressively scribbling on the head. I will put the hate comments all over the page as if it’s an intrusive thought as a result form the comments. I will use paint to represent the depression and anxiety that can be caused from the hate comments.
Here are some examples that I will be taking references from:
For my regulation NEA I plan to make three products, a flyer, a magazine ad and an Instagram post. These will all be based around a media campaign with the idea that gambling should be more regulated and restricted. Currently, the minimum age to buy lottery tickets in the US and the UK is 18, which is in place to regulate the ability to spend money for minors. I will make use of a hashtag in my flyer being #protecttheyoung to try and increase the audience participation in the campaign. My flyer would have a target audience of kids who would mostly be affected by gambling at an early age, and so they would be relatively simple with elements that are easy to recognise and relate to, similar to the flyers below with the vibrant colours. I would have indexical symbols relating to money (perhaps a dollar sign) and I would use these to try and get the audience to be more active while consuming it, as depicted in the Two Step Flow model by Lazarfelt. My magazine ad would have the same theme and ideas, but it would appeal to an older audience of people who have the disposable income to spent on things like betting or lottery tickets, and it will be more statistical, showing the real odds of getting money out of gambling compared to what you would be putting into it.
