Week Three: Activity Three

This activity involves a deconstruction of an advertisement for Healthy Choice Steamers. I watched the advertisement and then completed this questionairre:
1. Whose message is this? Who created or paid for it? Why?
This messages is Healthy Choice's and their company paid for the ad. It was probably created by an advertising firm. They created the advertisement in order to promote their company, specifically, Healthy Choice Steamers.
2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?
It appears that the target audience is probably in the age range of 30-60, caucasian, upper class, interested in appearances and a youthful lifestyle. The actors in the commercial are in the previously stated demographic. The mother can afford Botox, the actors are well-dressed with an expensive looking kitchen. I'm not sure which profession the characters have, but I am sure that the message that the company is trying to convey is that they are professionals that are educated and well-paid.
3. 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.)
I see the Healthy Choice logo and the ending phrase is "honest to goodness." The characters discuss perceptions of appearances and it seems that the two younger characters are slightly "embarrassed or intrigued" by the mother's actions.
4. What is the “subtext” of the message? (What do you think is
 the hidden or unstated meaning?)
I think that the hidden message is that this food product is healthy and that the advertisers are trying to convey a wholesome and honest image. They are wanting consumers to buy their products.
5. What kind of lifestyle is presented? How?
I think that a middle-upper class lifestyle is presented due to the characters in the commercial.
6. What values are expressed?
The value of appearance is expressed, as well as the value of honesty.
7. What tools of persuasion are used? See "The language of persuasion"
Association is used, as the young couple could be any upper middle to middle class couple who appear successful. Humor is used, as the daughter pokes fun at her mother and the husband is "deeply mortified." Explicit claims are used because the ad states that  the vegetables are crisp and the price is low. Plain folks is used as I didn't recognize any celebreties in the commercial.
8. What positive messages are presented? What negative messages are presented?
I think that the positive message is that Healthy Choice Steamers are affordable and healthy (due to the crisp vegetables). I think that the negative message is somewhat ageism due to the familie's recation to the mother.
9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?
I think that this message empowers those looking to lead a healthy lifestyle, particularly those that are the age of the couple. I think that the advertisement disempowers "older" people. I think that these types of meals are targeted toward working people who need a quick, but nutritious lunch, singles, or those who don't have children. I don't see a family with children eating Healthy Choice meals for dinner on a regular basis.
10. What part of the story is not being told? How and where could you get more information about the untold stories?
I'm sure that these meals have some sort of "dark side" perhaps a high sodium content! I could probably research Healthy Choice meals, read the labels, or read reviews from others who have tried these meals or know information that is not blatent in Healthy Choice's advertising.

After reading the author's interpretation of the ad, I feel that we agreed on several points. I did not know that this advertisement was released around Mother's Day and would have never guessed it the way that the couple poked fun at the mother. I didn't realize the frequent wording of healthy choice and desperation. I didn't really see where the advertisement promoted healthy lifestyles, except for the discussion about the vegetables:)