Media Messages and Critical Pedagogy #2

Whose message is this? Who created or paid for it? Why? 

Link to my ad here The message is from State Farm. They are advertising their discount double check service.

Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What 

words, images or sounds suggest this? 

The target audience is middle aged men that own insurance. It is suggested by the celebrity athlete endorser (Aaron Rodgers), the skit characters from SNL late '80's and the silly stalker fan for just the insurance service endorsement.

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.) 

That Aaron Rodgers is more famous for endorsing State Farm's discount double check service than winning Super Bowls.

What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?) 

That State Farm customers that use this service are in line with Aaron Rodgers.

What kind of lifestyle is presented? 

The lifestyle is that of slap stick humor. Aaron Rodgers is more famous as an NFL Quarterback.

What values are expressed? 

That humor is a good way to bring up a review of insurance needs.

What “tools of persuasion” are used? 

The discount double check service is mentioned twice, with Bears fans ignoring a rival quarterback because of their use of the service.

What positive messages are presented? What negative messages are presented? 

I like that sports are taken lightly by fans. The fan on the wing of the plane was too over the top and risky behavior that could confuse a very young audience.

What groups of people does this message empower? What groups does it disempower? How does 
this serve the media maker's interests? 

Athletes and comics are glorified on a low level. There are no women in the commercial so they are not targeted by the ads at all. The media maker can then use this commercial in programming for middle aged men to show interest in just them.

What part of the story is not being told? How and where could you get more information about the 
untold stories?

The commercial is complete in that there isn't much left untold. Perhaps a fan could look into the characters if they were interested in knowing more.

What are the taken for granted realities?

That a fan could let go of a plane's wing in flight and not get shot into the air.

What power relations are exposed as a result of your deconstruction

That insurers want to target the middle aged man audience to get more of their business.