St.

Rita Media Group

DECONSTRUCTING COMMERCIALS USING T.A.P.P.

TECHNIQUEAUDIENCEPOINT OF VIEWPURPOSE

Advocacy Project

ELEMENT

TECHNIQUE

DESCRIPTION A technique is any specialized procedure or method used to create a desired result.

CRITICAL QUESTIONS

Images:
What images are used? Why do you think these images were used? What product/idea is being presented to the audience? What does the product look like? What contexts are used with the product/idea? What text is used in the commercial? Are some words or phrases used more than others? What tone/mood does the music/sound effects create? Who is the target audience for this commercial? What techniques are used to appeal to the audience?

Product/Idea:

Text:

Music/Sound Effects?

A
AUDIENCE

The audience is the people who are going to read, watch, or listen to the media form.

St. Rita Media Group

Advocacy Project

Would this commercial appeal to more than one target audience? Do you think the intended audience would find this commercial appealing? Who do you think created this commercial? Does this advertisement promote a product or service? Is this advertisement trying to: o Inform? o Entertain? o Persuade? o Sell? What is this advertisement trying to get you to do/think? Does this advertisement fulfill more than one function? Do you think this commercial was successful in accomplishing its purpose?

P P

POINT OF VIEW

Point of view refers to the perspective, attitude, or beliefs of the creator of the media form. A purpose is the goal or result that is intended when media is created.

PURPOSE

St. Rita Media Group

Advocacy Project DECONSTRUCTING COMMERCIALS Task: As a group, you will be responsible for deconstructing the commercial for the Genocide Intervention Network entitled Never Again. Process: 1. Gather into groups of four and assign each person one of the following categories from the T.A.P.P. model: a. Technique b. Audience c. Point of View d. Purpose
2. Watch the commercial entitled Never Again twice. Each member of the group should be analyzing the video based on the critical questions offered in the T.A.P.P. model. 3. Record your observations on the chart. 4. Meet as a group and share your answers. Each group member will be responsible for completing his or her own chart.

St. Rita Media Group

Advocacy Project

DECONSTRUCTING NEVER AGAIN BY THE GENOCIDE INTERVENTION NETWORK ELEMENT DESCRIPTION EVIDENCE FROM COMMERCIAL TECHNIQUE A technique is any specialized procedure or method used to create a desired result.

AUDIENCE

The audience is the people who are going to read, watch, or listen to the media form.

POINT OF VIEW

Point of view refers to the perspective, attitude, or beliefs of the creator of the media form.

PURPOSE

A purpose is the goal or result that is intended when media is created.