Abstract

Communication design can provide an instrument for the society to gain knowledge about media literacy in advertising to decode and become aware of the role advertisements play in influencing lifestyles and purchase choices.

Our emotions, personalities and core values are based on what we heard and seen. (Kalle Lasn, 2000) We are exposed to advertisements in almost anywhere we can possibly put our eyes to rest. From my personal photographic recording I was able to see that I was exposed to over 200 advertisements in one day. This means that if we are not aware and do not have the skills to read and decode media literature used in advertisements we are under siege from the message they are feeding into our brains daily. This can cause consumers to make invalid decisions on purchasing products or services based on the image or value the brands or companies created through advertising. (Naomi Klein, 1999) I began my design response by studying into what kinds of techniques advertisers use and how the media literacy is used in advertisements.

I propose to take these ideas and develop them into a magazine that will be based on decoding advertisements and educating the audience about media literature and advertising techniques. Advertisements in magazines are considered most helpful tool before purchasing and providing useful product information for the consumers. (Guy Consterdine, 2009)

This project sets out to use communication design in the form of a magazine to inform and educate the everyday consumers how to read and decode advertisements so they will be able to make better decisions when it comes to purchasing a product or a service through advertisements.

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