Media Messages and Critical Pedagogy #2

Target- Consumer Culture is Fun!

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

This message was created by Target.  They created to keep their brand image fresh in the minds of the public. 

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 the Target audience, who is young adult to middle-aged, middle class American consumers.  The image of the woman herself suggests this.  I do not believe the potential Target shopper is limited to a specific ethnicity, but it is limited to a certain socioeconomic class.  The store is actually cost-prohibitive to lower class consumers, but not exclusive enough for upper class consumers.

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.)

Other than on the cart itself there are no words in the ad, but we do see many Target logos.  Target has made this logo ubiquitous enough that it does what every big company hopes a logo will do: be instantly recognizable to the mainstream public.  With this logo, Target has achieved brand recognition similar to that of the Nike “swoosh.”  We also see the ubiquitous Target red all over the image.   We also see an ecstatic woman (in her mid-twenties to early thirties in age) who appears to be leaping with joy.

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

The subtext here is that Target understands the “joy” of shopping.  Some people really like to go to the mall or the department store, participate in sales, be a part of the hype of Black Friday, and experience the sights, sounds, and “thrill” of shopping.  I believe this ad is trying to say that Target understands that feeling and is ready to deliver the positive shopping experience.

What kind of lifestyle is presented?

The lifestyle of the American consumer is presented.  In this lifestyle a weekly trip to a department store is normal, and keeping up with mainstream fashion (in both clothing and housewares) is encouraged.

What values are expressed?

Shopping is fun, consumption is an acceptable lifestyle, and Target wants its customers to be happy.

What “tools of persuasion” are used?

Although the woman in the ad is beautiful, she is representative of the everyday American consumer.  So I think, a plain folks, approach is being used.  

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

This image is strong in its simplicity.  It is positive and leaves little room for negative interpretations.

What groups of people does this message empower? What groups does it disempower? How does

this serve the media maker's interests?

This message empowers those who enjoy consumer culture and have the money to buy new things.  It may disempower those who do not regularly participate in consumer culture.  This serves the media makers interests by attracting middle class consumers, and discouraging everyone else.

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

untold stories?

The main part of the story not being told is that many American consumers lead a debt-driven lifestyle, and that consumer culture puts so much unnecessary trash into the environment.  I recommend websites like www.storyofstuff.com to find out more of that story, but any research on the effects of consumer culture can help tell the tale.  Many articles have been written.

What are the taken for granted realities?

The taken for granted realities is that everyone needs to buy consumer goods once in a while.

What power relations are exposed as a result of your deconstruction?

The power exposed here is that Target can attract a certain socio-economic class of people to shop at its location, just by creating a “happy” image.   Target can also encourage consumer culture without receiving a lot of negative feedback from the public.