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[naplikeitsthe90s-blog]

Audience, Part Four, Research Activity #1, PH 663

I believe this teen pregnancy campaign did an inadequate job of segmenting the teenage population to reach boys. I believe this campaign intended to reach teenage boys, and have them take responsibility of teenage pregnancies. In my option, it failed miserably. First off, this is a totally unrealistic picture of a male pregnant. No one can relate to this. I’m sure the fact the boy is African American for an ad campaign made by Healthy Chicago is no coincidence. This can be identified as another failure to reach the sub-segmented audience. Furthermore, why is this young African American boy in an empty dark room with one window that has rusted bars on it? I’m confused by the background chosen, and what message Healthy Chicago was going for by using it. I believe it would have been more successful if they would have stated something a young boy can relate to such as the costs of a child, how a child could interfere with school, athletics, or other teenage extracurricular activities. I would have also like additional resources and education listed on this flyer such as places to receive condoms or a place to go for support of an unplanned pregnancy. Telling teenagers to use a condom or wait is not an effective campaign to prevent unplanned pregnancies and STIs. The only positive thing I can see in this campaign is the shock factor of a pregnant boy. Although at first glance, I just see a boy diagnosed with some kind of unexpected stomach tumor. 

I believe this image from the “Make Your Move” campaign did a decent job of audience segmentation. It has a male with tattoos, scruffy beard, and, messy hair with a statement that will easily grab your attention. If you only read the big bold letters then the message is missed, but once you finish after the ellipsis you notice this is a male standing up against sexual violence. This campaign offers a facebook page where additional tips and events can be found to help keep your friends and community stay safe from sexual violence. The audience segmented is the male population and offers advice on how to “Make Your Move” and not just be a bystander when an act of sexual violence is being committed. My only concern is with using this male with tattoos and looking so tough does not shy away the smaller framed males who might not feel as adequate to stick up for someone in this situation because they do not feel so robust. Overall, I believe it was an important move to segment males in a sexual violence campaign, and believe they did a decent job with the shock factor. 

@globalcommunicationproject

[darealreelreal]

Thank you for sharing these campaigns - they are so interesting! I agree with your analysis of both. The Healthy Chicago campaign seems so off point. I agree that the ad is confusing - it doesn’t seem like any formative research was done on what might resonate with young boys about unplanned pregnancies. I also agree that a focus on the costs, impacts on social life and athletics, future goals as all potential challenges would have been a better strategy. I wonder if the bars are meant to convey a sense of being trapped - which seems problematic given that he is an African American boy in Chicago no less (where policies have furthered segregation and a prison pipeline). Another potential read of this could be as a joke - I could see a young boy thinking that an image of a boy pregnant was silly or ironic - potentially undermining their campaign goals. More work on their part needs to be done to identify what is important to this group. 

The Make Your Move campaign was so interesting to me. I agree with you on what they did right. My only concern is that my initial read of this reinforces the predatory behavior (and sadly norm). This ad would only work in a space where people will take the time to read it. And while it’s bold message is shocking to me - and so I read it - as our recent election results highlight - predatory behavior is not so shocking to many. I like the idea of this campaign more than I like its execution. I do like the opportunity to reclaim the language of rape but it seems like its a thin line between that and reinforcing. 

[asongoficeandfireball-blog]

Audience, Part Four, Research Activity #1, PH663

This NYC Health campaign to improve contraception use is a good example of audience segmentation. They are targeting heterosexual people in relationships, or are sexually active, and who live in an urban setting. Based on the couple that is featured, this campaign message is also trying to target diverse communities, not just White people. Considering how young the couple looks, one can assume that this campaign is geared more towards teens and young adults who are not trying to become pregnant. The behavior change is to encourage sexually active individuals to use both barrier-method contraception, such as condoms, and birth control because this combination significantly decreases the risk of STI and HIV transmission, as well as pregnancy prevention. The flyer also mentions that the clinic is free and confidential, which may encourage teens or young adults who don’t want their parents to know that they’re sexually active to reach out and get more information, condoms, and birth control. An adult who controls their own insurance, has a steady income, or does not live with their parents may be less concerned with free or confidential services.

This campaign was created at Duke University to encourage people to stop using certain type of language, such as “bitch”, “man up”, “no homo”, because of the negative social impacts that this language has. While it is a good idea for a campaign, based on the campaign posts, I’m not sure who their target audience is. It was developed by Duke University, but it doesn’t clearly say that this is targeting only college students, other than the choice of using young adults as models. They feature of variety of people from various racial/ethnic backgrounds, men and women, which implies that this behavior is an issue across all races and genders. However, if this campaign is targeting anyone that uses the type of language that’s addressed, that is going to be a massive audience and a simple campaign like this will not be able to influence that large of an audience. Also, for people who understand the impact of negative and offensive language and are willing to admit the power that words have, they might identify more with this campaign because they agree with it. This can be a problem if the target audience is people who would not agree with the messages and think that “words are words” and their language choice has no impact. Overall, I understand the goal of the campaign; I just don’t really know who they are actually trying to target.

@globalcommunicationproject

[darealreelreal]

I appreciate and agree with your analysis of both campaigns. I think you are spot on with the NYC Health Campaign. I would also add that both of these young adults look cool - what they are wearing (his backwards hat and earring/her leather jacket) will undoubtedly make them more legitimate to their intended audience (more cultural capital within psychographic). I also agree with the importance of including that the clinic is free/confidential for this group. Often young people have no control over insurance and in issues involving sexuality are deterred from seeking support if they feel their information will be shared with parents or other authority figures. 

I also agree with your analysis of the Duke campaign. I like the idea of it - calling out the importance of language - but agree that this seems more targeted at the people who are already more aware of their language use and the importance of words. If this campaign is meant to reinforce those people then it will likely be successful. However, you are right in noting that the target audience is vague - a missed opportunity indeed. Perhaps if it were targeted at sports teams (lacrosse - here’s looking at you) or greek life, they might be able to segment more. 

[darealreelreal]

Audience, Part Four, Analysis Activity #3, PH663

Based on Katrina Strapazzon’s explanation of McDonald’s target marketing, there are some definite overlaps with health communication segmentation practices. An example of this overlap would be McDonald’s use of geographic segmentation through distinct regional areas including the U.S., Europe, Asia/Pacific, Middle East and Africa, other countries (Canada and Latin America) and ethnicity (Hispanics, African Americans and Asians). Each geographic segment reflects taste preferences and is tailored appropriately - examples include the Crispy Chinese sandwich, the McCurry Pan, the McAlooTikki, and the McAfrika etc. While health communication might not necessarily segment by taste, making sure the health information reflects cultural norms and attitudes is important and could touch on a broader form of phychograpic segmentation (even though these might be organized through ethnicity you could also argue these food items transcend ethnicity and form a broader cultural norm found through formative research). They also similarly use demographic segmentation through advertisements and products targeting children (happy meals with toys and playgrounds), young adults/students (free wi-fi) and, as stated in the presentation, low calorie/”healthy food” items that target women (though I imagine this appeals to any McDonald’s customer counting their calories). They also segment on income with their dollar menu, extra value meals, and premium items. Health communication campaigns may also do this at times - in terms of resource access and resource subsidization in the case of lower income populations and picking messages and images that might resonate with the community you are advertising in (e.g. your health promotion ad might be different in Rancho Santa Fe vs Sherman Heights). The author also argues that McDonald’s occasionally segments by holiday. I can imagine health communication campaigns segmenting this way by say encouraging healthy behaviors during holidays that are typically associated with drinking (St. Paddy’s day in Boston...). 

@globalcommunicationproject

[darealreelreal]

Audience, Part Four, Analysis Activity #2, PH663

The “This Free Life” Campaign is an anti-smoking campaign aimed specifically at the LGBTQ community. It is segmented by demographics (young, most groups of the LGBTQ in terms of sexual orientation/identity, and gender) epidemiologic/health - (the site states that thousands of LGBTQ people die from tobacco use so they are identifying the community as high risk) and psychographic - (the campaign plays on pop culture trends - featuring famous drag queens from Ru Paul’s Drag Race and over all appealing to a young, fun, creative, and cool aesthetic). I can’t seem to tell if this campaign is geographically segmented - as I can’t make out clearly from the videos/Instagram whether it is rural or urban etc. Maybe they are being inclusive since their primary audience is young and might not have control over where they live yet. 

I know that a significant amount of formative research went into the development of this campaign through Joe’s lecture. Because of this, I’m sure interviews with LGBTQ people happened within the cities and suburbs they were targeting about what kinds of messages resonated with them, reasons why they smoke or don’t smoke, impressions, and things they care about in general. I am not a member of the LGBTQ community so I can’t speak with resounding confidence from a personal place on it’s effectiveness in terms of segmentation and messaging. However, I can imagine this campaign resonates with it’s wording, usage of bright colors (that typically appeal to young people), beautiful images of different genders and races and general fun and creative appeal. I really appreciated this campaign’s framing of smoking within the historical - and current - struggles of the LGBTQ community. The language they use is galvanizing and community building - helping people to feel that they are a part of a greater community. They manage to weave together the key words for movement building and historical context (hurts our community), nationalism and consumerism/capitalism (threatens our freedom), perceptions of the LGBTQ community's priorities (ruins our appearance), and the public health concern (exposes our bodies to toxic chemicals and wrecks our health). Overall I think this campaign is reaching it’s “destination” and successfully appealing to it’s target audience. 

@globalcommunicationproject

https://thisfreelife.betobaccofree.hhs.gov/why-care-about-tobacco

[greyskittycat-blog]

[darealreelreal]

sdsugreatgive.org October 25th 

[greyskittycat-blog]

[darealreelreal]

#SDSUGreatGive on October 25th! 

[sd619abc-blog]

Messages, Part Four, Research Activity #4, PH663

I believe Kotler’s perspective  fits the best in explaining this ad. While the ad may clearly demonstrate the “activate” objective in McGuire’s perspective, it does not explain the ad as holistically as Kotler’s.  The price, or perceived benefits, of using condoms the ad’s message implies is that the targeted audience (men) will not be seen as pigs, and will even reverse that association if currently in place. Although the actual product is Trojan brand condoms, the ad presents a product of behavior change- using condoms “every time”. The place where this ad may do the best is in a magazine like Men’s Health, QG, or publicly placed in a subway station. The promotion aspect of the ad is not clearly indicated, but I think a campaign using printed ads and a commercial with these pigs as talking characters would be ideal in reaching their male audience. 

I think McGuire’s perspective fits best with this ad promoting breast cancer screening. Although there is some indication of price in the message’s implication that the cost of getting screened is just your effort to do so, it is not as strong as the ad’s explanation provided under the activation objective. The ad asks a clear question and provides a one-worded answer that almost guilt-trips women into getting screened. It persuades women into screening by implying how simple it is to do this process in exchange for not knowing, or knowing too late, and dying from the disease.

@globalcommunicationproject

[darealreelreal]

I had never seen the pig ad before and agree with your analysis of it. You are right in that Activate may be the only one of McGuire’s constructs that are appropriate. There are so many layers in this ad. The evolve tagline - along side the pigs - suggests that men are pigs but that they have a choice - to make a behavior change - to evolve. This seems like an interesting approach to me. I wonder if the men who don’t use condoms would either find the pig reference flattering (as part of masculine identity) and it would have their reverse effect, reinforcing an “un-evovled” behavior, or if it would have any effect at all on men who were either on the fence - so they used condoms occasionally or not at all. I guess I’m not totally sure who their intended audience is. I think your analysis of Kolter’s P’s for this ad are spot on and I agree with your promotion perspective. I think these ads are catchy and would look interesting really big - in a subway as you suggested or in bars and nightclubs by the bathrooms. 

For the screening ad, I agree that McGuire’s constructs work best her. I think this ad is utilizing the Advise and Activate portion of the A’s. 

[gradschoolsnotbadschool]

Messages, Part One, Research Activity #1, PH663

Announce: 

An example of a campaign announcing a fitness class for pregnant women. There is also a link in the advertisement the audience can use to get more information. 

Advise:

This ad is presenting factual information regarding breast feeding and the importance of the first milk- colostrum. 

Activate:

This series of ads calls for the audience to get vaccinated.  I found it interesting to put a face to those who can not get vaccinated to drive the importance of why people need to get vaccinated.  

Advocate:

Advocating for breastfeeding in public places.

Combined Objectives:

This message provides factual information to promote condom use, thus advising the audience.  It points out information targeted to young people.  Also has an aspect for activate- using condoms to prevent STDs. 

[darealreelreal]

Excellent choices for the four A’s and “combined”. I especially loved your Advocate example. The images are very impactful - breastfeeding a baby is not akin to releasing waste and shouldn’t be equated as such and relegated to a bathroom. The vaccine example I thought was an example of activate and advocate - as it showed those who are the most vulnerable in an effort to both advocated for their safety and activate those who were maybe on the fence about vaccines. The banana is cute and takes what ever sexual charge out of the situation making it perhaps more appropriate for generalized public spaces. And yet - it still manages to show one how to use a condom. Well done! 

[bigredxoxo-blog1]

Messages, Part Two, Research Activity #3, PH 663

“A short record scratch sound” conveys positive energy and excitement and could be used in a campaign to encourage physical activity.

“A long low soft cello G note” conveys mourning and could be used in a fundraising campaign to help victims of a natural disaster.

The sound “repeating musical synth loop effect, processed human voice” presents a youthful feel with dark underlying tones to it which would be appropriate for a campaign regarding adolescent depression or suicide prevention.

The sound “a fuzzy electric guitar riff in E” has a compassionate, soft, and friendly vibe to it, which would be an appropriate sound to use for promoting services of a community center or health clinic.

The sound “a modulated synth helicopter noise effect” evoked mystery and danger which would be appropriate for a spot on condom use and unprotected sex.

@globalcommunicationproject

[darealreelreal]

This assignment made me laugh. I respond to music and sounds and enjoyed the challenge of imagining what types of campaigns would line up with these different sounds. While I found it difficult to gain enough from the 2 seconds with a voice over them - I did get some  impresssions from them. All of your ideas and impressions of these sounds lined up with mine! I loved your campaign ideas too - particularly thinking of the mourning or somber music being used to raise support for victims of a natural disaster. I also liked your suggestion with the synth helicopter - which was jarring to me - to highlight the dangers of unprotected sex. Nice work and what an interesting assignment.

[omgcheddaisbetta-blog]

Messages, Part 1, Research Activity #1, PH663

Announce: This poster was displayed in an Albertson’s store, letting shoppers know they can get their flu shots in the store pharmacy.

Advise: This imagine reminds the audience of the risks and prevalence of the flu.

Activate: This ad is intended to get people to go out and vote.

Advocate: This ad is promoting education for girls and women’s rights for the good of the nation.

Combined: I would argue that this video utilizes 3 of the above objectives. It advises by reminding the audience of certain issues via facts, it activates the audience to help support girls get an education, and it advocates for helping impoverished girls get an education

@globalcommunicationproject

[darealreelreal]

I thought these were excellent and clear choices for McGuire’s constructs. Though the audience is broad in the first two, I think they did a good job of making it catchy and appealing to an array of different people. The information is clear, the colors are soothing and the graphics are catchy and universally appealing. In the case of your last example - combined - I actually think this video does a good job of addressing all 4 areas. It announces the issues through telling us how many girls grow up in poverty, it advises that girls who grow up in poverty are at risk of many social and health malaties, it activates by focusing on solutions, and it advocates for these girls - arguing that by intervening at an early age we can help stop the cycle of abuse, exploitation and sickness. 

[decadentsharkhideout-blog]

Messages, Part Two, Research Activity #2, PH663

@globalcommunicationproject 

When comparing these two messages in regards to fear and response efficacy, they clearly are both meant to invoke fear in the viewer.   

The first ad is a more artistic representation of human lungs comprised of cigarettes.  It’s completely colorless except for red, which depicts the burning damage to the lungs done by the cigarette smoke.  The purpose is clearly to scare smokers are those contemplating smoking by showing lung damage caused by cigarettes, but it does not offer any helpful resources or strategies to those who may need assistance quitting.  Therefore, it likely conjures low response efficacy, and is not very effective at changing people’s smoking behaviors.

The second ad is a shocking depiction of a young boy, with the left half of his face a skull, and the right half his sweet, complete face.  The skull represents what is likely to happen if someone speeds and hits him (Death), and the right half shows what is likely if people follow the speed limit (Life). This image certainly conjures fear in the sense that no driver wants to kill a small child due to speeding; however, it has a greater response efficacy than the smoking ad.  Rather than just advertising that speed kills, it shows the benefits of following the law, and provides information to root the message that merely speeding by 10mph can cause a great deal of damage.  Following the law could save a life, and speed cameras are placed not to simply “bust” a bad driver, but to remind people to slow down for safety.  This ad is more likely to change people’s driving behavior. 

[darealreelreal]

I agree completely with your analysis of these two ads. The first ad is abstract and artistic - a classic example of anti-smoking campaigns that rely on fear tactics. The second also relies on fear tactics but is far more realistic and straight forward. I also agree that its response efficacy is increased through the inclusion of several pieces: a corresponding skeleton to symbolize death with the increased speed and an innocent child’s face symbolizing life corresponding with the slower speed, information - the camera with associated tickets-  that acts as reinforcement (or positive punishment), and an outlet for more information. It induces fear but gives you a tangible alternative to the death of an innocent child - simply slowing down and following the law. I agree that the second ad is far more likely to change someone’s behavior however, it seems important to note here that speeding is not an addictive behavior while smoking is. As such, changing smoking behavior is going to need to rely on more than just a static image meant to instill a fear of death or damage to one’s body - particularly if the audience is young and more inclined to think they are invincible. 

[nezzee5-blog]

Sources, Part Three, Research Activity #3, PH663

A news source I find credible is Mother Jones (http://www.motherjones.com). While it is a left-leaning news source, its bias does not discredit the outlet. The content is written by professionals in the given field of news (e.g. politics, environment, crime and justice). Also, the content produced is in-depth and compares reporting from various news outlets other than its own. It is able to do this as readers subscribe to its magazine in order to access all articles unlimited. This money, in addition to limited advertisements, is able to fun comprehensive journalism.

After John Oliver’s clip, I did become skeptical of native advertising on this site. However, with a little digging, I was unable to find sponsored articles on its main page. This is not to say that they do not exist, but to me, adds to their credibility. 

@globalcommunicationproject

[darealreelreal]

I also find Mother Jones very credible - so much so that I subscribe to the magazine! While I agree that it is somewhat left-leaning, I think this comes out more in topics of interest rather then journalistic slant; they tend to cover issues related to large systems and expose hidden controllers or players in a way that allows the reader to see a broader picture of an issue that isn't typically presented through mainstream news. This might sound minor but it took a minute for me to overcome their cheesy pictures and graphics present in the magazine. The seemingly low budget aesthetic made it seem less credible to me at first - partly because I thought it might fall victim to being a left-leaning rant and while I’d still read that - I would only take it at face value. Having subscribed for years though, i’ve moved past my aesthetic uncertainties and into a deep appreciation for their interesting topic areas, thorough research and reporting, and clear writing styles. 

[naplikeitsthe90s-blog]

Source, Part One, Research Activity #1, PH 663

Buddy Check on 22 VS Peter the PTSD Penguin

Both are veteran campaigns started by veterans to help provide support to fellow army veterans suffering with psychological issues.

The Buddy Check on 22 has a more intimate reach. This campaign connects former military personnel deployed in the same unit.  On the 22nd of each month these former soldiers check in under one post to spread awareness of suicide prevention, and make sure their unit is still adjusting to civilian life. I believe this campaign has had more reach since the “source” of this information comes from former comrades. If one person is not doing well or really struggling that month they are able to get advice from others who were deployed with them and had shared experiences. Those same experiences really make the “source” more powerful considering a lot of military veterans do not trust physiologist or doctors because they have not “walked a mile in their shoes”. The push-up challenge is also a great component of this campaign as it shows physical as well as mental strength, and is a way for all to get involved in support of suicide prevention even non-military personnel.  

Peter the PTSD Penguin has a wider reach to all military personnel (not just from the same deployment unit) although the source seems to fall. This campaign tries to raise awareness around PTSD after deployment for army veterans, but it seems a little odd to have a cartoon penguin campaign for big strong army veteran men. The source is not relatable to the intended audience. In addition, the administration for Facebook page seems to only posts dark humor memes non-related to PTSD, and no real information about what to do if you or your family member is suffering with PTSD. The actual website for this campaign has a link where you can talk to the penguin, but what military man would sit behind a computer communicating with a penguin about their psychological issues and feel good about it? I think this campaign is very weak and the source needs some adjustment. Even with a cartoon penguin as the source I was unable to find real resources or support from their Facebook group or the actual website.

@globalcommunicationproject

[darealreelreal]

I agree whole heartedly with your analysis of both campaigns/Facebook pages. I thought the first one, Buddy Check 22, utilized similar characteristics of comradery, team commitment, and a “no man left behind” mentality of a military unit. It had military oriented challenges, language, and encouragement. It also had a practical check in that tied really well into the larger message of the campaign - 22 veterans committee suicide every day. 

The Peter the PTSD Penguin made very little sense to me. The humor was often dark, as you mentioned, and niche - likely unappealing to most (at best) and actually alienating to some (at worst). From the mascot, to the unclear messaging, to the lack of a clear call to action, I’m not sure what this page provides other than a very lose community. That said, perhaps this is an early access point for those who need something but aren’t ready for the accountability of the first site. 

[decadentsharkhideout-blog]

Source, Part Two, Research Activity #2, PH663

In this brief clip, Hillary Clinton vehemently declares herself a feminist to Lena Dunham (another well-known actress and feminist).  She also clarifies that being a feminist simply means believing in equal rights among men and women, and asserts that “we believe women should have the same rights as men.” This is likely intended to resonate with female voters who may think the feminism is too extreme. Coming from a female presidential candidate, her message is laden in the context of the election, namely the prospect of Hillary becoming the first female president. The fact that she’s sharing this bonding moment on feminism with young, popular starlet Lena further empowers her reach with a more youthful female population. 

http://www.realclearpolitics.com/video/2016/06/19/trump_says_he_doesnt_need_support_from_gop_establishment_we_can_win_either_way.html

In this video linked above, Donald Trump declares himself an outsider in the election before the primaries.  He continues to say that he is a “different kind of candidate” and that he can “win either way…with them or without them…but it would be nice if we stuck together.” This message from Donald likely resonates deeply with his supporters that they a strong force to be reckoned with, and while he and his camp are not your typical republican variety, they are resilient in their unique approach to the election.  This message from Donald is meant to empower and unite his supporters as they fight for his candidacy.

@globalcommunicationproject

[darealreelreal]

I agree completely with the Hillary clip. Her attempt to relate to young, hip Lena is clear and her attempt to both appeal to self-proclaimed feminists and women who don’t feel an affinity with the term but may believe in the ideal is well done. I can’t help but think of the SNL skit where Kat McKinnon (who plays Hillary) attempts to “casually lean” on the stool in the opening segment of the October 15th show (Minute 1.09). The way she is sitting looks so uncomfortable - even though she is trying to appear relatable, casual, and comfortable. I do think she succeeds in appealing to her intended audience and conveys her message in a clear and relatable way - even if her mildly awkward natures makes it seem a tiny bit forced.  

As for the Trump clip, I also agree with your analysis. He very clearly positioned himself as a Washington outsider - appealing to those who have felt left out of the political process and the American individualist/semi Tea Party/Libertarian tendency towards government distrust. It is fascinating to me that Trump has been able to effectively reposition “political correctness” not only as an infringement on American ideals but as an all together oppressive force (some might argue “correctness” came out of a realization of the inherent bias and oppression in language and a need for more fair and less culturally loaded terminology). 

[sd619abc-blog]

Source, Part Six, Research Activity #5, PH663

This is a standard marketing piece that uses Paris Hilton to express the message to eat Carl’s Jr. The actual source, Carl’s Jr. is peripheral in this ad, and the secondary source, Paris, becomes the main focus. The implied message is that audience viewers attracted to women should know that size does matter to women. Therefore, to impress women, eat big hamburgers that only Carl’s Jr. can provide. The logic is ridiculous because the source is inappropriate. Also, I am definitely sure Paris Hilton does not eat huge hamburgers as regularly as the targeted middle class audiences do, which hinders the similarity variable (McGuire, 1984) of her as a secondary source. A better choice for reaching the audience is a well known and liked sports player, like Buster Posey, or Dwight Howard. The message could then be constructed along the idea that playing hard/working out hard earns a reward.

@globalcommunicationproject

[darealreelreal]

I love this analysis! Paris does become the main focus and it is absolutely ridiculous that she is some one who people would believe eats hamburgers regularly and or is a reliable source in general. Equating masculinity with size and size with a meal and the enjoyment of that meal with what our culture calls a “sex symbol” is ludicrous - but - done frequently. I believe this was the campaign that set off the whole “women eating Carls Jr. burgers in a sexually suggestive way” and or “scantily clad women eating Carls Jr. burgers” culminating with the more recent Super Bowl ad below - prompting much debate. 

I like your suggestion of reaching the audience through showing a more likely candidate for eating hamburgers regularly - an athlete who is respected and needs the protein and calories to perform in the event that they are respected for. It still targets the intended audience but uses a respected peer instead of sex. This also genders the consumption of this particular food, and while an example of segmenting, seems short sited. 

An interesting article on the CEO of Carls Jr.s perspective 

https://www.entrepreneur.com/article/246487

[sd619abc-blog]

Source, Part Four, Research Activity #4, PH663

I remember seeing this 2011 anti-smoking ad and Debi’s commercials as a young teen in high school. More than anything, it was a fear of developing the same medically related physical features of “the throat hole”. This was also highly influential during a time when I was conscious and worried of opinions of others (thankfully, high school ends). The fact that she had to smoke from her laryngectomy hole made me feel that she was an expert in the dark and addictive side of smoking, and therefore, credible to me. Although I wasn’t smoking at the time the campaign started, it prevented me from joining in with other people who started smoking because I was scared of the consequences.

This particular ad impacted me by making me take more initiative to get checked for STDS and AIDS more frequently during the year than I had prior to seeing the ad.  The aspect of the source that contributing to this effect was the fact that distinguished players in the movie industry were used by the source to deliver the message and that the source itself was called “Know”. Furthermore, the message that one person impacts others made it him home hard that I need to know for myself and for others.

@globalcommunicationproject

[darealreelreal]

I love that you picked Debi’s anti-smoking ad. I remember watching this ad as a kid (I think it originally aired in the early 2000s - maybe earlier) and though it didn’t deter me from trying cigarettes, it differently burned a permanent image of the worst case scenario into my brain. It was indeed a relatively effective fear based ad, even if I didn’t necessarily see myself in Debi. A similar ad that has stayed with me all these years is the “this is your brain on drugs” ad from the 1990s. While again, this ad didn’t prevent me from experimentation, it did stay with me and was impactful none the less. I think this one used more fear and social pressure tactics - as I related more to the younger woman. I’ve never seen the AIDS ad but think it does a good job of showing how many people are affected and involved in any chronic disease prevention and treatment.  

[darealreelreal]

Messages, Part Four, Research Activity #4, PH663

The Beforeplay Campaign was created by the Colorado Department of Public Health and Environment as part of the Colorado Initiative to reduce unwanted pregnancies. It is meant to be a resource for young people to augment their conversations with family members, doctors, etc. It is focused on homosexual and heterosexual youth and available in English and Spanish.  

https://beforeplay.org/

McGuire's Message Objectives:

Announce: The website for Beforeplay.org offers a lot of information on different types of contraception – including the pros and cons of each method – while also offering information on where to obtain them. The site offers an immense amount of information on birth control methods, STD's, pregnancy, and overall sexual health with text based information and videos. It directs users to local health centers for birth control and various other resources for STD prevention and family planning.  

Advise: The Beforeplay.org website seems to excel in this component. As stated above it offers facts and information for, primarily young people, to learn more about what contraception choices are right for them, if they want to get pregnant and what to expect, things to know about STD's and how to protect themselves etc. The site is full of information and relatively interactive.  

Activate: The site uses images of diverse young people and couples, along with video interviews of young people asking and answering questions to encourage behavior change through modeling and peer relating.  

Advocate: This campaign doesn't really seem to be advocating on behalf of young people, or anyone else for that matter.  

Overall the Beforeplay campaign and site excel in the Announce and Advise areas of McGuire's Message objectives and I believe it will be a helpful, accessible resources for those in Colorado (in terms of location specific services) and elsewhere for information.  

Kolter's Social Marketing Framework:

Price: The Beforeplay campaign and site highlight some of the costs of risky and unexamined behavior especially in the sections on STDs, however the majority of the focus in on the benefits of knowledge, a place to ask questions and have them answered, and the encouragement and tools to plan ahead. The benefits of changing the behaviors from risky to planned and safe showcase healthier outcomes with pictures of happy people.  

Product: The campaign goes into the knowledge component of behavior change and doesn't really focus on the change itself – or the positive behaviors. Rather, it is attempting to provide a helpful space for young people to get information and, hopefully, seek out birth control methods, or have the conversations around pregnancy with their partners or to broach the topics with their doctors.  

Place: I'm not actually sure what the channels would be for this campaign other than the website hosted by the state health department. I do know that they intentionally made the site mobile friendly so young people could access it from anywhere.  

Promotion: Promotion from the website is difficult to tell. My hope is that print media directing people to the site is used in conjunction with the site itself. This information could be available at Planned Parenthood locations, other health centers in Colorado, and in school health centers. In general, I think the design of the website and the people they've chosen to appear on it do a good job of being inclusive and appealing to young people. The colors they have chosen are also calming to look at.  

Position: The only real comparison I can gleen would be the difference between finding out information related to sexual health and talking about it with your sexual partners or not seeking information and or not talking about it. The campaign makes the benefits of seeking information and talking about it much more appealing than not.  

Overall, aspects of Kolter's 5P's are helpful in assessing this campaign with a focus on Price and Product being paramount.  

In general, it is difficult to pick one framework over another. McGuire's objectives are more action oriented and the Beforeplay campaign excels in Announcing and Advising on the issues of sexual health. Kolter's P's are more marketing oriented and in the case of Beforeplay, Price and Product were more apparent from what I can see through the site. It would be interesting to see the background work and research done prior to launching this site for Place, Promotion and Position strategies.  

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