Activity #3, Week 3: Healthy Choice Cafe Steamers

My Deconstruction:

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

This message if paid for by Healthy Choice; the purpose of this message is to get people to buy Healthy Choice Café Steamers.

2. 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 white, middle class people trying to save money, but have “good” food.  The age would range from late 20s- 60s+.  This especially targets the population who is trying to stay younger and fight aging.

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.)

A young, middle class, trendy, white woman and her mother walk into a nice middle class kitchen where a middle class husband is eating.  The young middle class woman is mortified that her mother is trying to dress and act younger (“desperately trying to cling to youth”).  The young man(husband to young woman) is eating a meal looks perfect and delicious.  The young man explains that it is crisp and delicious.  The young woman suggests to her mother that she should buy these low cost meals since she spends all of her money on Botox (an element of humor).

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

The subtext is that healthy choice steamer meals are dinners that affordable, easy, good to eat, and good for you.  Other hidden subtexts include: spending money on Botox and trying to be younger are acceptable behaviors.

5. What kind of lifestyle is presented? How?

The lifestyle of the family is normal with a few irregularities that are accepted like a mother/mother-in-law who texts, dresses younger, and spends her money on youthful remedies.

6. What values are expressed?

Association – Healthy Choice is associated with affordability, humor,  and middle-class suburbia

Plain folks- As viewers we identify with this normal young couple with a slightly eccentric mother/in-law.

Humor- sarcasm is expressed as the young woman expresses her annoyance in an almost monotone voice.

7. What tools of persuasion are used?

The meals are low cost,  You can still spend money on unnecessary items, and afford to eat well.

8. What positive messages are presented? What negative messages are presented?

Positive: A Healthy Choice Steamer is an honest, almost too honest, to goodness meal.

Negative: Mothers/in-laws trying to be young and hip are annoying.

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

It empowers young couples with eccentric mothers/in-laws.

It slightly disempowers older parents trying to be hip, but also slightly empowers them by saying, “it’s okay.”

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

How much do these Healthy Choice Steamers cost?  What else makes Healthy Choice Steamers an “honest to goodness” meal?

I could get this information by visiting the Healthy Choice Steamers’ website and by looking up reviews on the product.

Interpretation differences:

I did not feel that the ad should have mothers “reeling.”  I simply thought it good humor and that older mothers would understand.  I do not think that bad history from 10 years ago needs to be represented in the commercial.  I did not feel the ad was directed towards just older women.  I thought it was directed to a variety of audiences ranging from young couples to older women.