PH 402

[24747843-blog]

@angerisrc-blog @sdsu94-blog @globalcommunicationproject-blog @sdsugirl22-blog @cheezbot 

Ray-Ban Sunglasses

[24747843-blog]

@angerisrc-blog @sdsu94-blog @globalcommunicationproject-blog @sdsugirl22-blog @cheezbot 

Ray-Ban Sunglasses

[lostinpublichealth-blog]

Social Media, Part One, Analysis Activity One, PH 402

San Diego County’s web page does not capture the attention of all age groups and only caters to the older individuals residing in San Diego County.  The information they are posting is similar to news articles you would see on the television.  It does not seem like they put much effort in reaching out to their audience and appealing to what they may like as each article is commonly known about due to it being the popular topic during that time.  There is a big focus on just text on their webpage and it does not reach out by using enticing photos that would make someone want to read what is on their web page.  

Unlike the San Diego County, San Francisco’s city and county web page really reaches out and includes a large audience.  The usage of hashtags and emoji icons makes it easier for all age groups to relate and catch their attention to what the city is trying to say. There is a lot of images and videos that they use to reach out to their audience.  Not only do they talk about the popular trending topics, but they also include a lot of unknown activities so people are able to explore their city.

           To improve San Diego County’s web page, the usage of hashtags can help their posts become more accessible and available to all people in the audience.  San Diego can also use more than just the topics that are talked about on a day to day basis.  They should be able to reach out to a bigger audience by talking about topics, such as activities around the country that everyone can be involved in.  San Diego County can also engage their audience more since their current engagement rate is barely at 5%.  What they can do to engage their audience is include more media that educates and also entertains the audience so they keep coming back to the web page. The county’s website can also share other stories to help engage the audience at different levels.  Most of the language that is used on the country’s website is not very understandable for most people.  By using an easily understandable language, it can reach out to more people since not everyone can understand the big vocabulary they are currently using.  

To improve San Francisco County’s web page, they should also post more events other than the typical one’s one may see around town.  Most of the posts they have only enticed the older generations, so the inclusion of things the younger generations may like can reach out to a larger audience.  They already use entertainment on their web page, but they should also include the education aspect in their entertainment to give the audience that learns in a different pathway a better way of gaining new information.  San Francisco can also include more demographics in the campaigns that they are promoting to show its citizens that people from all ethnicities are welcomed. To add on to the different demographics of San Francisco, there should also be posts that reach out to those who don’t have English as their first language.  By having some posts in a different language, it allows all of the San Francisco community to become engaged in their web page.

@globalcommunicationproject

[24747843-blog]

I like how you have really analyzed the content of both San Diego and San Francisco’s county pages, and noting that San Diego does not makes an effort to appeal to different audiences while San Francisco does. However, it’s interesting to see how much higher the user engagement is in San Diego rather than San Francisco, despite that lack of appeal. Despite San Francisco using hashtags and emoji’s and varying their posts in the form of videos and images, they are still significantly less successful in engaging their wider audience. I agree that San Diego could definitely take the opportunity to post more about what’s happening in the city to generate more excitement and participation in county works rather than simply posting news updates. San Diego and San Francisco could both utilize entertainment education to serve city and public health interests, as well as bring more attention to their public pages. I think your idea of posting in different languages is awesome!! Such a good idea for both cities - San Diego because of the proximity to the border, and San Francisco because of the huge tourism trade and diversity within the city. 

@globalcommunicationproject

[dodgersme-blog]

Social Media, Research Activity #1, PH402

Comparing the two county pages, San Diego County has the most likes, comments, shares, and the overall audience participation. San Francisco on other hand has the lowest likes, comments, shares, and less overall audience participation. Based on the likes, comments, and shares, we can infer that San Diego County is doing better than San Francisco. We can see that San Diego County uses fewer catch phrases with no hash tags. Hash tags are great for more audience exposure but too much usage can affect the message celerity. We can also see that San Diego County uses relevant simple images that are interesting to people. Both Counties need to use quality imagery, funny catch phrases, and more personal. In my opinion, I think San Diego County is doing well but it needs to use questions. San Diego County needs to use hash tags, ask questions, personalize the post, Add or run contests, and quality images. San Francisco needs to also make their posts more personal. They need more creativity in writing captions, use of eye catching images, more entertaining posts, and lastly I recommend that they tailor their posts to upcoming season or holiday.

[24747843-blog]

I’m really interested in how you’ve said that San Diego County uses more catch phrases - that’s something that I didn’t notice. I know that the analyzer page tracks hashtag usage, but I think it’s awesome that you went through and read enough of their posts to get an idea of what kind of messages they’re posting. I agree that hashtags do help reach a wider audience who could be pulled into the county’s page by looking at other things, and that San Diego could definitely get more engagement by using them. I think that is something that San Francisco is doing well, but they still have significantly less user engagement than San Diego. I agree that both counties need to post more pictures, since that has consistently been shown to predict more likes, comments and shares. Running contests on their webpages (possibly using the question function that the likealyzer page suggests) is a really good idea! 

@globalcommunicationproject

[24747843-blog]

Social Media, Part Two, Analysis Activity #1, PH402

After looking at the analysis of both county’s pages, each has their own unique strengths and weaknesses. 

San Diego: San Diego’s page has a small following (17,642), relative to San Francisco’s (225,053) which is unusual because San Diego county has over two million more residents than SF. Their page posts daily, which is good and they should continue doing that, but they could post at a more optimal time (between 00-03 GMT which is 4-7pm in San Diego) to get more likes, shares and comments from their users. They also need to vary the types of posts they make, especially including more picture posts and posts with less text (ideally less than 500 words) because users engage more with those two types of posts. The San Diego page needs to interact more with other pages and create a network between county services pages - that way they can promote posts that appeal to different users with different interests. Their top post described the waiving of the adoption fee of county animal shelters for veterans and their families over the past weekend. The high level of attention to this post indicates that they could benefit from networking with a county page offering services to veterans or the pages of the county’s pet adoption shelters. They can also use more hashtags to bring in users looking for more broad search topics, that wouldn’t normally interact with their page. Compared to San Francisco’s page, they have a much higher engagement rate (SD: 4.96%; SF: 0.08) and a lot more “people talking about this” (SD: 875; SF: 199). To me, this indicates that while a lot more people like San Francisco’s page, the people who like San Diego’s page are more engaged with the content. 

San Francisco: San Francisco has a high following, but low user engagement. To increase their engagement, they definitely need to start posting more often. Right now they post 1.5 times a week on average, so followers have less opportunity to interact with their posts. If they started posting more frequently, they could also appeal to a wider audience with more varied content. San Francisco’s page does a good job of varying the types of posts they make though, they post primarily text, but also have a large proportion of photos and videos as well. Their follows respond most to photo posts, so they could even increase the frequency at which they make those posts, and post them at the optimal time (00-03GMT which is 4-7pm in San Francisco) to see even more community engagement. Their page is doing a good job of using hashtags and creating a network between other San Francisco public pages like the San Francisco County Works page and the SF Emergency Management page. The analysis also suggests using the Milestone feature more. They’ve used it once, but it could be a great way to create buzz about public projects and things that are happening in the city because based on SF’s top post, that is what is being commented on and shared most by it’s likers.

@globalcommunicationproject

[phstudent202-blog]

Entertainment Education, Research Activity #3, PH 402

Sell:

I believe that the goal of this communication piece is to sell stuff because it is asking if someone is beach body ready and has the weight loss collection of pills in the right hand corner. This is implying that the pills will help someone lose weight. The destination of this ad is to increase the personal relevance of the health topic. This ad causes someone to ask themselves that question about their body, and if they do not think so, then they will look into the pills, if they choose to. The channel of this piece is display print, and it matched the intent of the piece well because when people are walking past it, it will catch their attention to read it very quickly and keep walking.

Inform:

The goal of this New York City subway ad is to inform because it is informing people that portions have grown and so have Type 2 diabetes. It also informs people of what number to call for a Healthy Eating Packet. The destination is to increase awareness of this health issue, and to show how important it is. The channel of this piece is display print, and it matched the intent of this piece well. There aren’t too many words to read, so the person walking by can quickly read what it says and keep walking. Also, it was placed in a New York City subway, so while someone is waiting for their train to arrive they can read it.

Change Behavior:

This communication piece is an example of change behavior because it shows a car accident as a consequence of drunk driving. Most people don’t want to get into big car accidents, so they will try to avoid drinking and driving. The destination of this ad is to model the behavior and consequence. The ad shows a car accident due to drinking and driving. The ad even mentions how stupid it is to drink and drive. The channel of this piece is display print. I think it matched the intent of the piece well because there are only two words on this ad. It says absolute stupidity, and the shape of the bottle in the picture is shaped like an Absolut vodka bottle. It is very quick to put together and understand the concept of this piece. People don’t need to stop to read it and understand what is going on.

Entertain:

The goal of this piece is entertain because there isn’t a big and clear message on this ad. The destination is activation and to model a certain behavior. It starts off with a big man at the top to form the word, “FAT,” then, he gets skinnier to still form the word, “FAT,” and then the last word says, “FIT.” The behavior that is being modeled is losing weight. The channel of this piece is display print. It matched the intent well because it is saying that to lose weight, you could go to that specific gym. People quickly looking at it could understand that if they want to lose weight like the man in the ad did, they could go to that gym listed at the bottom. It does not take a long time to read and understand what is being said in this ad, so display print was a good idea.

@globalcommunicationproject

[24747843-blog]

Sell: I agree that the print ad’s goal is to sell and that it is advertising for weight loss pills. I think this is a good example of the back door to health communication, while you’ve said that it increases personal relevance to the health topic, I think it does so in a way that is not necessarily addressing health but instead aiming to be skinny and look good in a bikini. 

Inform: I interpreted the Inform goal to be more about news and current events, in which case I think the ad you’ve posted falls more under the Change Behavior goal because it’s a health promotion campaign about healthy portion sizes and obesity - but the destination is advising and activation. 

Change Behavior: I think the destination of this piece is definitely to advise and activate and they are absolutely modeling behaviors and consequences. By drawing a connection between drinking and car crashes they are trying to prevent drunk driving so I would agree that this is an example of the behavior change goal. I also agree that this makes a perfect print ad, it is very visual and the meaning can be deduced very quickly. If it was on a billboard that someone drove by every day on their way to work, the message could really resonate with them after repeated exposure. 

Entertain: I would disagree with this example. I think this is an advertisement for a gym, promoting the use of their workout facilities to increase physical fitness. I don’t think its primary purpose or goal is to entertain the audience, I think it is really just advertising. 

@globalcommunicationproject

[phstudent202-blog]

Entertainment Education, Research Activity #1, PH 402

Example 1 is the entertainment communication type. It is the entertainment communication type because Clinton and the host were trying to be funny. At one point, when they talked about the economy, I thought they were trying to give out information, but then the host cut Clinton off to play a Trump commercial. It didn’t provide any information or persuade me to do anything.

 Example 2 is the news communication type. The NPR CDC update on Zika is the news communication type because it is providing up to date information about the Zika virus.

@globalcommunicationproject

[24747843-blog]

I agree that example 1 is primarily entertainment, Galifianakis is a comedian and the video is intended to be funny, however, I do think that it serves public relations functions as well. Galifianakis is positively interacting with Clinton, and her agreeing to be part of his skit could appeal to voters who are fans of his. She is promoting herself on a platform that she doesn’t normally appear on and is thus advertising herself to an audience she can’t ordinarily reach!

While Zika virus was breaking news and was broadcasted on a news channel, I think the true purpose of this video is informational and is a public service announcement. It is educating and advising the audience on the Zika virus. 

@globalcommunicationproject

[24747843-blog]

Entertainment Education, Part One, Research Activity #5, PH402

The two songs I selected are Talkin’ ‘Bout a Revolution by Tracy Chapman and Paper and Ink by Tracy Chapman. Both songs address economic disparity and class disparity, and how they have divided us as humans. The primary goal of both songs in terms of message is to point out the difference between the lives of rich and poor, and how that difference will incite revolution and cause us to destroy ourselves unless we can rectify it. I think Tracy is using the peripheral route, music is an emotional experience and anyone can connect with it, whether the subject matter is salient to them or not. They can learn the words and sing along if they like the melody without even realizing that they are processing and internalizing the lyrics. I don’t think either songs violate the entertainment contract, because especially with music, artists write whatever resonates with inspiration. Inspiration for Tracy Chapman is her experience as a black woman, and so she writes about socioeconomic disparity and racism that she has experienced. For a listener to realize that she’s commentating on society is not surprising and doesn’t negate the entertainment value of the song, and it is therefore very effective in my opinion.

@globalcommunicationproject

[24747843-blog]

Entertainment Education, Part One, Research Activity #3, PH402

1. Sell

I believe the goal of this advertisement is to sell Humira. The target audience is people with Arthritis and joint pain who may or may not already be taking medication for it.  I think the destination is activation, motivating behavior change of buying their product or switching the medication they are currently on in favor or Humira. The channel is broadcast media, as the advertisement is often seen on television. I think that is an appropriate channel as older individuals, who are more likely to have arthritis, still watch the news on television as opposed to younger generations that get their news online. 

2. Inform

I think the goal of this advertisement is primarily to inform the audience of smokers that their behavior has a significant and measurable impact on the people around them. I would categorize the destination as advising, they are increasing awareness of health effects of secondhand smoke. The channel is print media via billboard, and I think it is appropriate as the piece is very visual with small amounts of text, and the message can be received quickly when glanced at. For smokers who drive by it every day in their car, they are getting the message at high frequency. 

3. Change Behavior

This health communication is more ambiguous than the other two but I believe that the goal of this piece is to change smoking behavior. I think the destination is to activate smokers to quit smoker and save their own lives. The channel is print media, also a billboard and I think it is equally appropriate as the last piece. Again the message is visual and has high frequency for smokers who drive past it every day. 

4. Entertain 

This last message is embedded in the TV series Sex and the City. The main character, Carrie Bradshaw, is a smoker for the better part of the series but after a lot of negative things (such as this magazine cover) happen to her, she decides to quit. The goal of this is really to entertain, it’s a television series and smoking doesn’t make or break the plot. The destination is to entertain, but Carrie’s journey from chain-smoking, to quitting, to relapsing and finally quitting again is relatable for many smokers and her life is ultimately shown as more positive for having quit. The channel is broadcast media, as the series was aired on television for years. I think this channel is perfect for entertainment, but is also perfectly utilized for embedding this kind of health persuasion. 

@globalcommunicationproject

[24747843-blog]

Entertainment Education, Part One, Research Activity #1, PH402

Example 1: I think Between Two Ferns with Hillary Clinton is an example of Advertising & Public Relations mixed with Entertainment as the function of the communication is to entertain the audience with Zach Galifianakis’ comedy, but also to advocate for Hillary Clinton’s presidential campaign. 

Example 2: NPR’s article on the Zika virus is a mix of News and Informational Campaign. The purpose of the article is to inform the public about health behaviors they should avoid, and health measures they should take - but because Zika was a breaking epidemic, it was also News. 

@globalcommunicationproject

[sdsugirl22-blog]

Sources, Part Six, Research Activity #5, PH402

@globalcommunicationproject​

This ad comes across as gruesome and gory. It advertises an antibacterial soap that is capable of killing 99.9% of bacteria when used to clean hands. However, the ad also features a bloody hand with a dead body in the background, representative of a murder crime scene. The message of the ad states, “When ordinary soap just won’t do…” The same message could have been broadcast in a more appropriate manner. Possibly by featuring germs that can be found on a persons hands, the dangers of not properly cleaning your hands, or even the benefits of using this particular product in comparison to a different soap. This choice may turn people away from the featured image and may leave viewers with a negative outlook on this company and the product being advertised.

[24747843-blog]

I definitely see what you mean about this ad potentially casting this company in a negative light. I agree that the manner in which they’ve chosen to deliver the message could actually have adverse effects on the sales of their product. I think they were attempting humor, and with the right audience it could be successful, but people who see it and are potentially not the target audience could be grossed out or offended. However, I think the reason that this is a good example of inappropriate source is because the ad could change the credibility of the company, it could affect their ethos, rather than the message itself simply being inappropriate. 

@globalcommunicationproject

[kangquico-deactivated20190604]

Sources, Research Activity #5, PH 497

The website advertising police careers chose a poor source to advertise their message since it came up on a video of abusive police officers. Although this is not on purpose and is automatically chosen by Google, they need to consider the fact that their advertisements can be thrown around into videos like these where it will be a disincentive to being an officer. People who watch these videos are probably not interested in being police officers and should be better targeted at career fairs or near police stations.

@globalcommunicationproject

[24747843-blog]

I think this is an excellent example of how context can change a message, and how the channel that it is sent through can have different effects than intended. However, I don’t necessarily see how the source of this message (advertising police careers) is inappropriate for the message - the website is a credible source to learn about different option for public service. I think instead this shows that the “place” of the message is important to consider. 

@globalcommunicationproject

[24747843-blog]

Source, Part Six, Research Activity #5, PH 402

Shell Oil produced this ad after the BP oil spill in an effort to promote that they were a responsible, environmentally concerned alternative company to BP. They are trying to say that they are conscious of the depleting natural resources and looking to find alternative energy sources that will last for generations to come. It seems inappropriate that an oil company, responsible for irreversible environmental damage is sending the message that their priority is preserving resources for future generations. I think this message would be better received if it was produced and promoted by an alternative energy company, one that has been dedicated to finding renewable energy sources that don’t damage the environment. 

@globalcommunicationproject

[24747843-blog]

Source, Part Five, Analysis Activity #1, PH402

I watched this ad air during the Superbowl and remember thinking, “what the hell?”. It’s incredibly unclear who the target audience is, or why Helen Mirren is the one delivering this message. Perhaps she is appealing to an older audience who respects her as a celebrity and is effective to that specific audience - in which case I do think it would be appropriate. But if the target audience was not that demographic, then I don’t think it was appropriate. Even to an older audience who are fans of Helen, I still don’t think she has any credibility on the subject of drinking and driving, or as a moral or authoritative figure. I don’t think anybody saw this commercial and didn’t drink and drive because Helen Mirren said not to. 

@globalcommunicationproject

[24747843-blog]

Source, Part Four, Research Activity #4, PH402

The Real Cost campaign aired on MTV had personal effect on my behavior. I was an infrequent smoker in high school, but mostly stopped smoking when I got to college. When drinking or going out, I found myself having on occasional cigarette but seeing a few of these commercials really had me second guessing my ability to stop. The source of the campaign is the federal government, and it was aired via broadcast channel. I trust the government to be looking out for the health of the US, but it was especially relatable to see a young woman of college age buying cigarettes in a gas store. That’s something I have personally done, I could place myself in this exact situation, which is why this campaign really resonated with me. 

The Budweiser: Friends are Waiting campaign definitely had an effect on my behavior, for similar reasons that I related to the Real Cost campaign. Again, I could be the person in this commercial, I have a dog and I have to leave her whenever I go out. Budweiser as a source has an interesting effect on it’s message. Drinking and driving is a huge and personal issue to so many people that producing an anti-drinking and driving campaign helps their ethos and develops a healthy respect for their brand. I respect their attempt to recognize dangerous consequences of their product, and to protect their consumers. 

@globalcommunicationproject

[24747843-blog]

Source, Part Two, Research Activity #2, PH402

Though not part of her speech, Hillary Clinton has made multiple attempts to share common identities with the Millennial generation in the duration of her campaign. Firstly, she’s tweeting - a popular communication style and media of millennials. Secondly, she’s discussing student loan debt, a problem most salient to millennial college students. And thirdly, she’s asking for responses in the form of emojis, in trying to share the behaviors of her audience.

@globalcommunicationproject 

[thiswasagainstmywill-blog]

Messages, Part Three, Research Activity 4, PH 402

@globalcommunicationproject

Based on the four A’s of McGuire’s model, this poster only activates, but it doesn’t give any facts, or advocate for anything or announce with any hotlines or real resources.  

According to Kotler’s model, it also does a really bad job.  It does not explain why being active is even good for you.  It does advise you to get active but that’s about it.  I feel like the target audience would be children, as depicted, and the bright blue colors pop, so as far as promotion it does a good job at targeting children, simple and straight to the point.  

Overall, Kotler’s model suits this more because it at least does a good job at promoting activity to its target audience (children), and does it in a bright and capturing way.  

According to Mcguire, this poster does advise (contains facts), does activate (makes you want to exercise to benefit your body and yourself,) and it advocates why it is overall great in many ways to exercise.  

According to Kotler, this promotes well, it is super bright and eye catching, but I don’t think it has a particular audience so it fails in that sense.  The channel is the internet which is also again broad, but this is about all it has going for it.  

Overall, I like Maguire’s model for this better, it covers more ground as far as facts, and advocating and really pushing someone to exercise for a variety of benefits and making them want to do it.  

[24747843-blog]

It’s great that you’ve analyzed each ad to ascertain which of McGuire’s objectives they are trying to accomplish. I think if you had also looked at McGuire’s inputs (Source, Message, Channel, Receiver, and Destination) it could have helped evaluate each ad to a deeper degree. There really isn’t much information provided by looking at the top ad by itself and some research into the campaign could have answered the 4 P’s and McGuire’s inputs more effectively. Then we could really know who the campaign is by, what they were trying to do, where the ads where placed, and even what kind of reach and frequency they were intended to have. We don’t really know much about the second ad either, but it is clear that it is presenting factual information about exercise. While those factual points about benefits of exercise do imply that we should do it, I think this ad really falls under the Advise objective rather than the Activate, thought it could be seen as a combined objective with the two. 

@globalcommunicationproject