• Media messages are constructed using a creative language with its own rules

Questions to consider while watching Levi's "O Pioneers" commercial.

1. What do you notice about the way this message is constructed? –Colors? Shapes? Sound effects? Music? Silence? Dialogue? Narration? Clothing? Sets? Movement? Lighting?

2. Where is the camera? What is the viewpoint?

3. How is the story told? What are people doing?

4. Are there visual symbols? Metaphors?

5. What’s the emotional appeal? Persuasive devices?

6. What makes it seem “real”?