PH 663 Health Communication

[greyskittycat-blog]

Audience, Part Four, Analysis Activity #2, PH663

The This Free Life campaign targets the general LGBT community, regardless of geographic location; they target men, women, and everything in between. This campaign is not created simply based on how this group identifies themselves, but is based on the best methods to get a message across to this specific population. In terms of audience segmentation dimensions, This Free Life takes a look at demographics, epidemiological/health (in the sense that this population may have more strongly opinionated image perceptions which could lead to more tobacco use and thus more illnesses), and psychographic (using famous drag queens like Shangela to get messages across to the population). I also definitely notice from the main page that the target audience in terms of age are young individuals – perhaps those who do not have a solid grasp on their identity and are more prone to picking up a cigarette. 

I believe that through formative research, the creators of This Free Life must have honed down on the realization that the LGBT community was in dire need of a tobacco-free related health campaign and I believe that they did just that. They make the campaign fun with stories, videos, quizzes, and much more. They utilize many different types of social media platforms because they recognize that the LGBT community can best be reached using a variety of platforms. I really do believe that they arrived at these specific audience segments quite effectively.

@globalcommunicationproject

[gradschoolsnotbadschool]

I think it’s important to acknowledge that there was some notable research to come to this campaign’s segmentation.  It was clearly thoughtful and individualized, which is very important for health communication.  We have seen many examples in class and on Tumblr that clearly have not done the same.  Also that there was a need for this type of communication in the community, which we are also learning is just as important for effective communication. 

[bigredxoxo-blog1]

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

As a disclaimer, I am assuming that there was a typo in the phrase “in adequate” in the research question, and the person who typed it meant inadequate. If this was not the case, I apologize for answering the question wrong.

Adequate Example

The first example was a social media piece presented by Buzzfeed entitled “Thing Plus-Size Girls Can’t Do.”  The audience for this video is women who identify as plus size. This does not necessarily mean overweight or obese women. The video elaborates on negative stereotypes geared towards plus size women, and does an adequate job in addressing plus size stigma for females. Given that the video only used young adult, plus-size female models, it is appropriate that they were the perfect role models to present this image to the segmented audience. In addition, using YouTube (channel) and the news source, Buzzfeed, hints at the fact that the audience is for a younger population.

Inadequate Example 

The second example is a campaign to promote condom use. I am not sure who the intended audience is, but I am assuming it is essentially anyone who is sexually active. The fact that the image uses a male dummy may allow us to assume that males are the segmented audience, however this is not clear.  

@globalcommunicationproject

[gradschoolsnotbadschool]

The first example you’ve shared does use careful segmentation for it’s audience and I really think there was careful thought for the channel as well.  If the audience is young women then buzz feed is a very appropriate place to put this ad.  I also think it’s interesting to consider other audiences this may be reaching, while it may be effective to empower women who identify as plus size, it may also be aimed at another segment.  I think it brings awareness to those who do not identify as plus size that this is a stigma and really all women can do these things, regardless of body size.  I also think the whole feel of the advertisement, from music, to the way the written messages are displayed (popular in other videos), to style of clothing (on trend, stylish), and diversity of models, really segments to a younger adult crowd.  I can see how someone may share this on their Facebook wall and those in these audiences would click to watch.  

I also think it’s clever to compare these two campaigns, the second is dull and without personalization, whatever segmentation was trying to be achieved is flat.  There is a lack of engagement from this and if the audience is anyone who is sexually active, there is no inspiration to change behavior. 

[gradschoolsnotbadschool]

Audience, Part Four, Analysis Activity #3, PH 663

In Katrins Strapazzon’s explanation of target marketing by McDonald’s there are several aspects that overlap with health communication audience segmentation.  There are several segments discussed in this video, some of which are more specific than others. 

Clearly, McDonald’s is making an effort to segment, from changing menu items based on cultural and geographic preferences, to marketing to different demographic groups.  It is unclear though at times if these groups they have segmented are truly specific.  McDonald’s does seem to be marketing without functional meaning.  

It’s unclear if McDonald’s is using metrics to place individuals into categories, and without further explanation to this it is hard to conclude if the company is able to operationalize why they are putting individuals or groups into certain segments or not.  However, I imagine a huge company like McDonald’s is putting effort into this (but several advertisements with blatant segmentation come to mind that are not quite hitting home from a target audience perspective).  I also have no idea what kind of research they are doing about their target audiences, so it is hard to compare this to what should be done in health communication.  

They seem to be getting at some benefit segmentation, by offering items seasonally, and offering different prizes.  This kind of segmentation may encourage those who do not normally eat at McDonald’s to frequent the restaurant at certain times, for some added or perceived benefit.  

It seems a little all over the place that McDonald’s would try so many different segments, all of which are very different, which is not something common in health communication.  I think in doing so, sometimes it may be off putting to other groups not identifying with the target audience.  This could also be try of health communication, but advertisements for McDonald’s have more of a potential to reach other audiences.  Perhaps they need to investigate the reach more.  

In my opinion, McDonald’s focuses on demographic approaches, but often times this is blatant, so without analysis of how these target audiences actually respond to the marketing, it’s hard for me to say it’s appropriate.  Perhaps a more comprehensive segmentation approach would be beneficial.  But it also might not matter, since people will go to McDonald’s anyway, regardless of advertisement that is segmented or not! (Psychographic issues in their favor already??)

@globalcommunicationproject

[gradschoolsnotbadschool]

Audience, Part Four, Analysis Activity #2, PH663

After examining the “This Free Life” campaign, there is a clear target audience.  The campaign states that it’s focus is with the lesbian, gay, bisexual, and transgender (LGBT) community.  The community is specific, clearly stated, and has functional meaning.  This segmentation is purely demographic.  This is clearly stated in the “about us” section of the website, and also an easy conclusion to come to after viewing a variety of their material.  There is no specific geographic segmentation for this campaign, which may be beneficial since it could be applied anywhere in the United States (or even elsewhere).  Much of the content is available on the website, making the geographic location for audience unnecessary.  However, most of their events are held in metropolis cities, so may be targeting a more urban scene (where gayborhoods are more common?)  Events in rural areas, without a sense of LGBT community would not be an effective place to hold such events, suggesting that the campaign has selected appropriate locations.  The campaign discuss tobacco use, which is a known epidemiological risk factor and large contributor to poor health.  I think overall the campaign does an excellent job addressing these issues, specifically with how cigarette smoke hurts those in this community (from appearance, to life, to affecting those through secondhand smoke).  I found it really powerful that the campaign arrives at the though that this community has done so much to move forward and progress, so why smoke and hold them back?  This thought certainly plays into some psychographic aspects of segmentation, as if to say, if you’re smoking, you’re holding this community back.  There is a huge emphasis in “pride” in this community (and individuals having pride OF their community), and I think some of the overall message is to have pride not to smoke.  I also think that this campaign did a nice job of looking at each sub-segment of the general LGBT community and has content that many different people can identify.  The website itself is very eye catching, mobile friendly, and just screams millennials.  I think that it was a very clever way to target these segments/ sub-segments.   It is also very clear that this is who the audience is supposed to be, and the messaging matches the intended audience.  

@globalcommunicationproject

[ph663poster-deactivated20170105]

#Messages #part one #research activity 1 #PH663

Announce:http://www.diabetes.org/in-my-community/awareness-programs/latino-programs/?loc=lwd-slabnav

Advice: http://www.diabetes.org/diabetes-basics/

Activate: http://www.diabetes.org/are-you-at-risk/?loc=atrisk-slabnav

Advocate: http://www.diabetes.org/advocacy/take-action/?loc=adv-slabnav

Combined objectives: Announce + Activate http://www.diabetes.org/collab/d2sd/?loc=imc-slabnav

[gradschoolsnotbadschool]

When I saw this assignment, I was trying to find pictures/ graphic examples, so I found it interesting you gave examples of websites.  I think that these are all great examples, but when you look at the websites there’s actually a combination of features on most them.  For example, on the advice page, there is on the right hand side an area of announce with a phone number where people can get more information.  In addition there are links to share on social media accounts, another form of announcement.  

[ph663poster-deactivated20170105]

#Messages #part two #research activity 3 #PH663

A short record scratch sound: Sounds very hip and alternative and could be used to reduce drug use in adolescents.

Arabic darbuka sound: Sounds very exotic and could be used to promote nutrition behaviors in Arabic populations.

An accoustic guitar: Sounds like traditional values and could be used to promote colon cancer screening in people over the age of 50 years.

Piano chord with underwater reverb: Sounds like a warning and could be used to highlight the risks of drunk driving.

Strumming of violin chord: Sounds feminine, and a little bit traditional, so could be used to promote breast cancer screening with mammograms.

[gradschoolsnotbadschool]

I personally had a hard time actually imagining what these sounds could be used for, but I think you did a good job thinking of specific examples.  It’s hard to imagine what a few seconds of sound could be used for, but as your examples suggest, the short sounds really can affect the message. 

[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

[gradschoolsnotbadschool]

I agree with you for the first analysis and using Kotler’s perspective over McGuire’s.  I also think to consider the price of manhood itself in tho ad.  I feel like this is one of the most drawing features out of the Ps.  Also I found it interesting to view the product from this advertisement as the behavior change, of using a condom every time, in addition to the product of the condom itself.  While you could use McGuire’s model to describe how this add announces (website at the bottom), advises and activates the use of condoms so one does not become a pig and is a ‘man’, but does little to advocate.  McGuire’s just doesn’t explain it best, and really the price aspect of this ad is most intriguing, therefore Kotler’s maybe the best explanation. 

[hawtbigolbiscuitz-blog]

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

Campaign Objective: Announce

http://www.sistersnetworkinc.org/programs.html

Sisters Network Inc is a National African American Breast Cancer Survivorship Organization that gives the target audience information on who they are as an organization, what they do as an organization, gives information on Breast Cancer facts, host events, take donations, and provide services to women facing financial challenges such as free mammograms.

Campaign Objective: Advise

http://www.cdc.gov/cancer/breast/basic_info/mammograms.htm

This CDC website on “Mammograms” is a good credible website that relays the message of factual statements that regards health behaviors, and risk factors from women getting a mammogram.  Information objectives are fairly simple for informing knowledge to the target audience about the positive aspects of getting a mammogram and some myths, misperceptions (negative impact) of why women are scared to get a mammogram and know how to self-check their breasts.  

Campaign Objective: Activate

https://www.rainn.org/campaigns/take-action-its-us-campaign

RAINN is a good website to motivate or persuade college women or men or anyone to take the initiative and address sexual assault on college campuses.  The campaign is called Take Action With “It’s On Us” Campaign.

Campaign Objective: Advocate

http://www.madd.org/?referrer=https://www.google.com/

Mother’s Against Drink Driving (MADD) is a good way of getting the message out there to the target audience to Advocate. MADD embraces and promotes a social point of view.  I have known about MADD since high school.

Campaign Objective: Combined Objectives

This drinking and driving message achieved the Campaign objective: Activate.  Kris Caudilla motivated and persuaded the audience (the guys in the bathroom in a bar)  to not drink and drive and make the same bad mistake he has done (which is killing someone).  Now that person he killed can’t go back to his wife and children.  The other Campaign objective: Activate is combined with Campaign Objective: Advise.  Kris gave factual statements regarding his bad health behavior of drinking and driving.  That one time drinking and driving with his friends cost Kris 15 years of his life in prison and the officer he killed will not have the chance to go back home to his family.  Kris informs the target audience about the negative impact it has left for him and the officer’s family. (Officer’s wife and 4 children)  

@globalcommunicationproject

[gradschoolsnotbadschool]

I’m going to comment on your combined objective example- wow! It’s a message in a message, not only did it reach those in the bar, but then to make a video of it as well to reach another audience, very cool!  I think that it also advocates for others on the road who drunk drivers put at risk.  I thought the combination of activating, advocating, and advising really worked here and had a powerful message. 

[bigredxoxo-blog1]

Messages, Part Two, Research Activity #2, PH 663

Both the speed camera campaign and the smoking campaign try to evoke a fear aspect to the messages being marketed. With death being the outcome of the message, it is no surprise that black is the underlying color for both images, a color that emphasizes evil and death.

The speed camera campaign used fear in their marketing strategy. The campaign did not use fear adequately, but the overall message of death was pretty apparent. This image is comprised of a black, white, and gray combination, one that usually evokes a feeling of death. It is supported with the half skeleton, half face of a child. Immediately, viewers can get the impression that this image is talking about death. However, the campaign falters in regards to text. The speed camera campaign provides a message of a 30mph speed limit can help save a life if a child is hit. When reading the message, I had to reread the stats several times before finally understanding the message. The marketing implies that consumers understand that this is about a person getting hit with an automobile. But the issue is that the reader must take time to process the information and make those connections, ultimately it reduces the fear appeal.

In terms of the smoking campaign, the image is insufficiently threatening, although it shows great artistic appeal. Sure, they use the color schemes of mainly black representing evil, or other negative emotions, like the red/black combination of anger or the blue/black combination of unhappiness; but the image does not provide a scary appeal to it. The lung, comprised of cigarettes, shows great creativity and innovation, possibly distracting from the overall messages that cigarettes have detrimental effects when consistently partaking in smoking behavior. It is explicitly stated that smoking has bad health effects. However, what is the behavior change message? Overall, the message was ineffective.

@globalcommunicationproject

[gradschoolsnotbadschool]

I’m glad I wasn’t the only one who had to reread the advertisement for the speed camera several times.  If graduate students don’t get it immediately how is someone simply driving by or walking by supposed to get it?  The message needs to be simplified to get the point across.  I also found it interesting that the half skull is an intact skull so doesn’t do a great job in the fear appeal, I could be more scared!

[runninthru663withmywoes]

Source, Part Two, Research Activity #2, PH 663

In the video above, Hillary Clinton is being interviewed on The View. The View is a daytime talk show hosted by middle-aged women and viewed by many middle-aged women. In this segment, Hillary Clinton talks about being a grandma, equal pay for women, pop culture, and selfies. I think that Hillary Clinton is trying to establish a common identity with The View’s primary audience, which are middle-aged women. Hillary Clinton is trying to establish herself as a relatable candidate who is a grandmother as well as a presidential candidate. Towards the end of the interview, Hillary talks about pop culture and takes selfies with the hosts. Hillary has been highly criticized for her efforts in trying to relate to millennials, which may be what she was doing in this interview.

This wasn’t a speech, but it was a tweet that Donald Trump posted on Cinco de Mayo in an effort to relate to “Hispanics.” This tweet was posted after Donald Trump’s awful comments towards Mexican immigrants. Although “taco bowls” are not traditional Mexican food and many Mexicans do not like being identified as “Hispanics,” Trump attempted to be relatable and use Cinco de Mayo as a platform to appeal to Mexicans/Latinos.

@globalcommunicationproject

[gradschoolsnotbadschool]

If we focus on the two messages for both of these from the actual sources, not the analysis following the trump one, I see a few key differences.  I think Hilary going on to the view is an appropriate choice to try to connect to the population you mention.  I almost found it endearing the way she talks about her granddaughter, so I can imagine grandmothers connect with this as well.  As for her trying to connect with millennials through social media and pop culture, it does seem a bit forced.  She is obviously not a millennial, but I can sort of imagine her like my mom and how she tries to use the things she mentioned.  So the attempt is there, but I can see how it comes off-putting to some audiences.  It’s like aww she’s trying, but why?  Obviously everything surrounding this election and campaign is planned, so audiences may be seeing her hidden agenda.  

Then as for the Trump post, if you look at him trying to connect with Hispanics (?) in America.. on Cinco de Mayo which according to Wikipedia (sorry it’s tumblr and yes I’m citing it)  “has taken on a significance beyond that in Mexico.  In the U.S. the date has become associated with the celebration of Mexican-American culture. In Mexico, the commemoration of the battle continues to be mostly ceremonial, such as through military parades. In the United States, Cinco de Mayo is sometimes mistaken to be Mexico's Independence Day—the most important national holiday in Mexico—which is celebrated on September 16, commemorating the Cry of Dolores that initiated the war of Mexican independence from Spain.”  So.. has nothing to do with taco bowls.  And I can imagine that those who identify as Hispanic would take offense to this, as would those who identify as Mexican and so on.  Given statements Trump has given regarding all of these identities, this twitter post has extreme disconnect from what he is trying to do.  

[runninthru663withmywoes]

Source, Part Six, Research Activity #5, PH 663

Lindsay Lohan utilizes her Instagram to market various health products such as tea, protein shakes, herbal supplements, etc. In this post, she is promoting a food intolerance test and stating that some vegetables can cause weight gain and disease. Lindsay Lohan is not a medical professional, nutritionist, or dietician. Making claims that vegetables can cause weight gain is incredibly inappropriate in this post. There are so many factors when it comes to weight gain that she probably does not understand and/or can explain properly. A more appropriate source for this product would be an allergist or even a source that is more selective and does their research prior to marketing the product and provides more accurate/scientific information on their photo caption.  

@globalcommunicationproject

[gradschoolsnotbadschool]

In addition to Lindsay Lohan not being any form of expert, who would trust medical advice from her?  She is notorious for drug use and unhealthy behavior.  I find it hard to believe even the lay audience would trust her advice.  Terrible choice for source, but then again the product is notoriously unfounded.  So maybe it’s a good match then?  Bad source, bad product! 

[bigredxoxo-blog1]

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

“Buddy Check on 22” and “Peter the PTSD Penguin” are tools to promote positive mental health among military soldiers and veterans.  The sources for both groups are not medical professionals; they are lay people, soldiers helping other soldiers. Although both groups are intended to promote positive mental health, both have different approaches in achieving this outcome.

Buddy Check on 22 emphasizes solidarity and comradery among soldiers, especially those returning from deployment. Every 22nd of the month, soldiers do check ins with other members of the group.  The tone of the page is very light and positive; the group is overall supportive of one another. The people of this page do not explicitly address any metal health issues, but focus on the strategy of using a harmonious support system.

Peter the PTSD Penguin has a different approaching in promoting positive mental health. Peter the PTSD Penguin is somewhat more aggressive in its approach and uses crass humor and frank language to get the message across. They do not necessarily promote togetherness, but encourage respect for others and freedom of expression. Basically, Peter the PTSD Penguin encourages its members to let out their thoughts. The focus of this page is PTSD and explicitly states that this group is not a medical page, and it is not intended for anything other than a support system.

The people who would relate to Buddy Check on 22 would be those who prefer inclusiveness of a group, and need a gentle hand to hold. Peter the PTSD Penguin does not promote that type of environment at all. The members would be attracted to this group would just be individuals who prefer a more aggressive Facebook page. 

@globalcommunicationproject

[gradschoolsnotbadschool]

I found it interesting that the Penguin page had a lot of content that was irrelevant to mental health, more just humor.  It almost seems inappropriate to have PTSD associated with the page to me.  I do agree some people will find this as a useful support given they may all share similar experiences, but found the Buddy Check on 22 to be more effective as actual support.  I agree the Penguin page was more an aggressive post but almost found it counterproductive to allow all kinds of posts on there.  I understand it’s about freedom of expression, which may be beneficial to some, but also some may miss that point.  

[nezzee5-blog]

Sources, Part six, Research Activity #5, PH663

http://www.usatoday.com/story/money/business/2013/01/14/coca-cola-obesity/1832555/

Back in 2013, Coca Cola came out with an anti-obesity ad. The ad proposed that obesity was merely the result of eating and drinking more than one burns through exercise and daily activities each day. In other words, obesity just boils down to an energy balance of calories in and calories out. As we know in Public Health, obesity is a far more complex condition that is affected by many other factors. However, the company used this message to deter from claims that their sugary beverages were contributing to the obesity epidemic. It also used this message to say that with appropriate energy balance through exercise, consumers can continue to buy their product and remain healthy. Furthermore, Coca Cola also used the platform to promote their calorie-free and low-calorie options.

Coca Cola proved to be a poor choice for this health message. The ad was met with much criticism and the company ended up removing the video online. Critics targeted the simplistic approach the company took to obesity and the negative health effects of their low-calorie and calorie-free products. Also, to a lay audience member, the blatant inappropriateness of a soda company promoting anti-obesity measures made this source ineffective. 

@globalcommunicationproject

[gradschoolsnotbadschool]

I don’t ever remember seeing this because I’m sure it would have caught my attention!  It’s almost comical that Coca Cola would take this idea and promote it.  I certainly would not believe any message regarding health from this source, and think others would be skeptical as well, including a lay audience as you mentioned. 

[ph663poster-deactivated20170105]

#source #part three #research activity 3 #PH663

Medscape is a medical news source that I frequently access to keep up with the latest in medical research. The articles are all written by physicians who are considered to be experts in their fields by their peers. Knowing that the source is knowledgeable in their subject area gives me the confidence that the material that I am reading is generally trustworthy. However, I still like to critically read the piece to see if the author is biased in any way. Often this can be determined by looking into their professional and personal affiliations. Even if there may be no financial incentive for an author, intangible factors such as the person’s reputation or an interest in promoting their personal research may color their reporting. In case of drug studies, I always check to see if manufacturers of the drugs supported the research, in which case I am always sceptical and like to confirm the findings from other sources whose research was funded by neutral third parties that did not have a vested interest in the outcome of the study.

Thus, even with a news site that is sourced by highly respected professionals, one needs to always read the material with a critical eye since it is human to be biased, often unintentional, and sometimes intentional. It is up to the reader to remain vigilant and critically analyze all aspects of the source before taking any message at face value.

[gradschoolsnotbadschool]

I think you bring up a really good point here, even though the source is a “doctor”, you’re analyzing the credibility of the author.  I think that’s excellent, but imagine all the people who blindly follow something just because the source has M.D. associated with it.  While you’re able to critically assess that information, many in the general population can’t make such distinction.

[gradschoolsnotbadschool]

Messages, Part Four, Research Activity #4, PH663

McGuire Perspective:

This piece of health communication is an advertisement promoting breast health/ awareness.  It is advising the audience that they should know what to look for when checking their breasts, however it doesn’t provide any information beyond that this gentleman could help you.  This could be a tactic to get the audience to search for more information. It is announcing to it’s audience where to go for more information with the link to the secondary source’s website at the bottom.  There is advocacy for the many women who may be able to assess themselves for early signs of breast cancer or disease.  While there is some call to activate the audience to check breasts, it is not explicitly telling them when or how to do so, they must seek out more information.  The ad has all component of the McGuire Perspective, but some are stronger than others.  

Kotler Perspective:

It seems that this man is being portrayed with some sexual content, he is shirtless and insinuating that he can help check your breasts.  While that may catch the attention of some audiences, the price is not as clear.  The benefit of breast awareness is health and early diagnosis of disease, but in this context it seems that the man is what the audience would benefit.  I think it is harder to explain the product of breast self-exam in this, as it is the behavior change that is attempting to be changed, but it is almost subliminal from this perspective.  I cannot tell exactly where this ad was placed, but it appears to be a magazine type advertisement, which would be appropriate in a women’s health related magazine.  Position also falls short when looking at this ad from Kotler’s perspective, as there is no comparison to any other behavior or method.  Promotion is also unclear, although I know there are other ads in this series, not just depicting a shirtless man.  

I believe that McGuire’s perspective is best for examining this piece of health communication, because it is more clear and useful.  However, since this ad is clearly attempting some type of sexual appeal, the price from Kotler’s perspective is also very relevant. 

McGuire Perspective:

This health communication is clearly advising the audience with a factual statement. There is not a clear call to activate in this, except that the little person is backing away from the person who is assumed to be smoking.  A better call to activation would strongly imply or explain how to avoid secondhand smoke.  It is very widespread knowledge that smoking is bad for health, and this is advocating that secondhand smoke is also bad, because it cause heart disease.   The announcement that this if from the FDA’s Center for Tobacco Products is also clear, so the audience would be able to get for information there, but it would be better to provide a website link or telephone number.  

Kotler Perspective:

The price is clear, avoid secondhand smoke and avoid death from coronary heart disease.  As in McGuire’s Perspective with a poor call to activate, the product is not clear either.  It does not provide a method to avoid secondhand smoke besides acting like the cartoon person and backing away from it.  The place that this ad was meant to be is so clear, the internet.  I could see this as an ad running across the top of a website I visited.  I think this context is the most interesting point about it.  To take it a step further, it could be promoted on a variety of websites, and individuals could even post it to their own social media or other internet sources.  There is some aspect of position between secondhand smoke and no secondhand smoke, but that is not really clear.  

I think the best perspective for this is Kotler’s, because the place and promotion piece is really interesting.  It is not like most ads we would see in other places.  McGuire's perspective does not give as clear of an explanation. 

[gradschoolsnotbadschool]

Messages, Part Two, Research Activity #3, PH663

Fuzzy wailing guitar- this sound caught my attention so may be good for a commercial conveying facts about a certain health behavior, like condom use.  It even caught my dog’s attention so it has to work for humans!

Suspense under water- did just that and adds a suspenseful feel, this could be used for some piece that is promoting a controversial social or political campaign. 

Eno Piano 4- is a very peaceful noise and feels relaxing, this could be used for a health communication piece promoting mental health  

Acoustic Reflection Riff- sounds very calming and almost honest, I feel like it would work well in a video with an individual communicating a personal story. 

Piano Fall 1- evokes some fear and also suspense, could be used in an ad that is pointing out the negative effects of smoking or another unhealthy behavior. 

[gradschoolsnotbadschool]

Messages, Part Two, Research Activity 2, PH663

For me, the first add falls a little flat for evoking emotion.  This is a set of lungs built out of cigarettes that are smoking.  I don’t think that it really evokes any efficacy in that the audience isn’t clear on what we are preventing or how to do it by just looking at the image.  Do people even know what healthy lungs look like? Even if they do, they don’t see them on a daily basis, so I don’t believe depicting lungs in this way is very effective.  The lighting and color scheme is this image do also evoke some emotion, like I know something is bad or eerie about it, but it still feels a little unclear.  

The second image also doesn’t hit me with emotion.  First of all, I find it also confusing.  I have to read these statistics, which seem opposite, and understand what speed in m.p.h. has to do with this image.  There is nothing about this image that scares me or evokes fear.  This is an image of half a healthy skull and half a healthy child.  I remember when I was younger seeing an add that reminds me of this one, with half a normal child’s face and half that was cut, bruised, and relatively mutilated.  The normal half had a helmet on and the other did not.  I understood that one clearly, wear a helmet, don’t mess up your face.  This one is not as clear to me.  I’m also confused that they’re saying drive 30 m.p.h. and if you still hit a kid they most likely won’t die, yay! ... I think that a more clear  message would be do not hit children in you car and do not kill children with your car.  

It seems that both images are attempting to evoke fear, but in fact are not.  It is also hard for the audience to understand exactly what they are supposed to be doing about these images.  The images themselves are both interesting, simple enough and are eye catching, but I don’t believe they’re the most appropriate for the actual message.