ben beaton: the key to media’s hidden codes

Colors, camera angles and logos in the media can all prompt immediate associations with emotions, activities and
memories. Learn to decode the intricate system of symbols that are a part of everyday life -- from advertising messages
to traffic signs.

① Discuss these questions with your partner:

> Through which of these channels do you absorb information – television, movies, magazines, Internet?

> What are ways you have noticed different types of media shaping the way you think about the world? Do you think
this is positive or negative?

② Before watching the talk, match the phrases with the definitions or synonyms:

1. to absorb information a) makes

2. subconsciously b) recommendations from your friends
3. to interact with c) rule, tradition
4. convention d) to communicate with, to react to
5. what constitutes a code? e) influence
6. buzzword f) a phrase that is often repeated by and therefore becomes
connected with a particular organization or person
7. catch phrase g) to take in, esp. gradually
8. the impact on you h) without really thinking about it
9. word of mouth i) a word or expression that has become fashionable by being used a
lot, especially on television and in the newspapers

③ While watching the talk, answer the following questions:

A. What's the first thing that constitutes a code?

a) It has to be recognized by all who read it.

b) It has to incorporate color, imagery, sound, and writing.
c) It must be in television, magazines, or movies.
d) At least a certain group of people must use it regularly.
e) It must be fun.

B. Technical Codes Sr. has three sons. Which of the following is not one of his sons?

a) Technical Codes Jr.

b) Symbolic Codes
c) Written Codes
d) Verbal Codes

C. According to Beaton, one of the most powerful advertising mediums in the world is:

a) Word of mouth
b) Modern art
c) Television
d) Oprah Winfrey

What's your favorite brand? Can you attribute your fondness to the advertising about the brand?
Why do companies invest billions of dollars in advertising? Do you think it makes a big difference?

http://www.youtube.com/watch?feature=player_embedded&v=oZXqORn0z4E