meow.

PH663

[asongoficeandfireball-blog]

Audience, Part Four, Analysis #3, PH663

McDonald’s, despite being a corporation with questionable ethics and nutritionally deficit food, is constantly applauded as being one of the most innovative companies when it comes to audience segmentation to effectively push their products. Katrina Strapazzon mentions in her video that McDonald’s marketing to kids is very planned and geared towards kids having fun, creating a positive association to McDonald’s, with interactive games on the company’s website, toys in the Happy Meals, and some locations even having playgrounds. Free Wi-Fi is available for the children’s parents or caregivers to hang out on their smartphones or computers while the kids play. What’s really interesting is how McDonald’s markets their food items to people in other countries, with culturally specific foods being incorporated into the menu, such as the McArabia that includes pita bread for Middle Eastern restaurants. They clearly did a lot of research to determine what types of food products would be consumed by non-Americans while pushing an iconic American product.

Despite the many issues with McDonald’s, public health communication can learn a lot about their approach. McDonald’s puts a ton of resources into their product research to determine the most appealing product that will be consumed by their target audiences. Public health tends to be far less thorough in their audience segmentation research or product creation, largely because of a lack of resources that a major corporation has the benefit of utilizing. However, this lack of resources should not be an excuse for public health professionals to forgo researching their target audience prior to creating a campaign. The only thing that’s worse than not having any resources available for a campaign is to completely waste those resources on a campaign that’s failed because the public health professionals failed to research their audience and understand their needs and interests.

@globalcommunicationproject

[greyskittycat-blog]

Your first paragraph is very accurate and points out some things that I must have forgotten to mention when I did this posting. Not only is there WiFi for the parents, but there is so many things to attract a child to want to take part in the McDonald’s corporation, from playing games online and receiving happy meal toys to playing in the Play Place. As I read your analysis, I could not help but give so much credit to the marketing team of McDonald’s for recognizing the types of foods people like all over the world and for suggesting new sandwiches like the McArabia. Karina did mention (from what I remember) that not all of the sandwiches worked out, but that never discouraged McDonald’s from trying something new. I agree that in the public health sector, we are not putting in nearly as much resources as those in the McDonald’s corporation. However, I also think it’s because much of the time, those in public health believe that because they are educated, they already know what is right for certain communities. So if they are already convinced they know what’s best, why put in extra resources for “product research”? This is not always the case, but it’s just something I was thinking. 

@globalcommunicationproject

[decadentsharkhideout-blog]

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

This Instagram post by Kim Kardashian shows a more direct approach to audience segmentation, as she is clearly sponsored by this drug company to advertise their product.  First of all, people seeing this post already subscribe to Kim Kardashian’s feed because they find her interesting in some fashion.  Using her very recognizable face to catch the audience’s attention, along with the drug bottle, is likely to attract women who idolize and/or admire her. The caption begins with “OMG. Have you guys heard about this?” which is the type of lingo of a younger demographic, as opposed to people in their 50s+.  So now, we are targeting young, female Instagram users who are interested in Kim K. Upon further reading, the pills are for morning sickness, so now we weed the audience down to young female Instagram fans of Kim K. who are either pregnant or possibly trying to get pregnant.  With her extensive reach (almost 86 MILLION followers!) this is a very effective source and channel to reach a segmented audience.

This billboard appears to be poorly segmented.  Based on the cartoon character and slogan “Snack like a superhero,” it’s safe to assume that the target audience is young children, and it would probably appeal more to boys due to the superhero theme, blue outfit on the character, and masculinity of the mascot.  Assuming this is the case, the channel (a billboard) is not likely to reach the target audience very effectively.  First of all, the billboard appears to be pretty high and probably difficult for a youngster to see clearly from his backseat view.  Also, children are also new readers which also make the message challenging for this audience.  This campaign would likely fare better in a children’s magazine where the child has time to read it and process it, or as a short commercial on a children’s TV show/network where the text could be supplemented with perhaps a child of the target audience segment reads the slogan and says a few words about the benefits of a healthy diet.

@globalcommunicationproject

[greyskittycat-blog]

Your analysis of the Kim K. Instagram post is on point. I did worry about the fact that many of her followers would perhaps be too young to be thinking about getting pregnant, but when you stated that she has over 86 million followers, there really is no way to tell how many of those millions of people might be thinking about getting pregnant and perhaps using this medication. When prescription companies use celebrities like this, I honestly feel as if a part of our brains shut off and only focus in on the fact that one of our idols is using it and that we, therefore, must use it as well. You would think that posting something to Instagram would not get to a large audience, but by her posting that one photo, it has gotten to millions of people who will probably seriously consider using the medication. 

When I looked at the billboard of the yogurt, I automatically thought that there was no way in heck a young child would be able to see that from the backseat, and you pointed that out right away! Your point about children being new readers is very important because as the parent is driving, the child MIGHT just see the billboard, but because the parent is driving at a certain speed, the child won’t get enough time to take in all that the billboard is saying -- from the words to the tiger to the overall message. I think your idea of putting this as a short commercial with a child of similar age is a great idea. Another idea that I came up with is to put a cut-out of this tiger in the kid’s section of a grocery store and have a speech bubble coming from the tiger with encouragement to eat the yogurt and fruit. That way, the kid could stand there and read it in the store with the parent who could then buy the fruit and yogurt right then and there. 

@globalcommunicationproject

[greyskittycat-blog]

Audience, Part Four, Analysis Activity #3, PH663

One of the important ways McDonald’s segments their audience/customers is by their geographic location, which is definitely an important dimension of health communication. McDonald’s bases the type of foods they will place in certain geographic regions based on the preferred tastes of the culture residing in those regions (i.e. the McAloo Tikki in Pakistan and India). Obviously “taste” is not a part of health communication audience segmentation, but the idea of psychographics (the attitudes and beliefs about the population in that region) definitely do play into what McDonald’s does. McDonald’s also segments based on demographics by offering certain incentives based on the population (i.e. WiFi to a younger college town); this idea of segmenting based on demographics resonates perfectly with health communication’s methods. McDonald’s also segments their restaurants and food based on the income of certain populations which falls right into the same methods of segmentation as health communication. Something McDonald’s does differently is that they utilize occasions or holidays in a given area (Christmas time, St. Patricks Day, etc.) which does not seem to be very common with health communication as holidays and occasions are very short-term whereas health campaigns are more long-term. 

@globalcommunicationproject

[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

[greyskittycat-blog]

[greyskittycat-blog]

[nezzee5-blog]

Messages, Part Four, Research Activity #4, PH663

https://www.youtube.com/watch?v=NLHYnRCd8sA

The message commercial which promotes 60 minutes of physical activity per day for children advises and activates. It advises by explaining that the physical activity goal does not need to be all at once. Instead, activity can “add up” throughout the day. It activates the primary audience (adults and parents) presenting activities that count as physical activity and giving them a resource for more ideas at the end. Using the Kotler perspective, the “price” of the behavior is presented to be minimal. By breaking down what may be interpreted as a daunting amount of time (60 minutes) into smaller increments, meeting the guidelines may seem more realistic for adults parents to encourage among children. The “product” is physical activity and from the presentation in the commercial it seems to be accessible. The “place” and “promotion” is a TV commercial and would be best broadcasted mid-day and after work hours to reach the intended audience. The “position” this ad must be compare to are other activities that may compete for children’s time (e.g. homework, TV, video games). The product must then be presented in an appealing, fun way.

This message first announces a national service available as a resource for those who are contemplating suicide and those who know someone who may need this particular support. Furthermore, the message also activates the audience to call if support is needed or to prompt someone to call who needs the assistance. From knowledge obtained elsewhere, I am aware that this is a free service. But this particular ad could have explicitly stated that there is no “price” for the service. “Price” in terms of effort required to access the service is minimal as well as the number can be reached anywhere in the United States. This makes the “product” more appealing and a viable option especially in mental health crisis situations. The “placement” of this ad would be best online and in social media platforms that can reach a large audience. It could also be seen in print such as in newspapers and magazines that are well read. The more people are aware of this service, the more it can be used when needed. It can also be given as a handout for professionals who may work with clients so that if a mental health situation were to arise, they would be equipped with a resource. Lastly, in the case of this service, “position” in being compared to other services is most likely desired. This hotline is not, and should not be, all inclusive mental health care. Other mental health services should be promoted alongside this hotline in order to address suicide. 

@globalcommunicationproject

[greyskittycat-blog]

I like that you used the McGuire model and the Kotler model and analyzed two different health communication messages using them -- it really made sense and was very thorough. You broke everything down very nicely and I like that for the first ad, you suggested where you thought the best place would be for it and I definitely have to agree with you that showing it on TV would be the best place, perhaps when kids are coming back from school and parents are returning from work. It’s definitely important to know who the primary & secondary audiences are and you pointed that out. I like that with the second health communication post, you clearly identified where the ad was lacking (i.e. is it a free service or will callers have to pay?). It could have been a little bit better, but it has a lot of potential as you pointed out. Your analysis of the whole thing is very good -- keep up the good work!

@globalcommunicationproject

[ph663poster-deactivated20170105]

#Messages #part four #research activity 4 #PH663

The American Diabetic Association website as a Health Communication piece: From a Mcguire’s Communication-Persuasion model, it fulfils all the four criteria of announce, advice, activate and advocate. It is a comprehensive website that makes all important announcements regarding diabetes diagnosis, prevention, treatment and as well as community and advocacy events. It also provides a wealth of information which would be advice on how you as a patient can work with your doctor to prevent and treat diabetes. The website also has several recipes which could activate patients to cook healthier, and the many testimonials and stories of fellow sufferers could also motivate others to take action as well. Finally, it provides a venue for disseminating information about changes in laws, medical reimbursements and cutting edge research, thus advocating for its audience.

The Kotler Model with the 5Ps of price, product, place, promotion and position can also be used as a model to analyze this website, although the constructs are more difficult to fit this particular case. The model, with its roots in business management and marketing has some constructs such as place and promotion that could be used in this case. The ADA is definitely a “place” that patients can go to if they have been diagnosed with diabetes or prediabetes. It also fulfills the construct of “promotion” in that it is promoting healthy behaviors for diabetics. The “price” is not quite as clear, although indirectly it is clear that there are a lot of personal cost in terms of time and resources that need to be invested in caring for diabetes. The “product” could be the behavior changes promoted by the site such as health eating and exercising. The “position” is not obvious since no comparisons are made with respect to other organizations that provide the same service. Thus the McGuire’s model overall appears to be a better fit to describe this health communication piece.

[greyskittycat-blog]

Your analysis of McGuire’s model in relation to the American Diabetic Association website is very thorough! You did an excellent job of pointing out how each of the pieces fit together so that the audience member gets a clear picture of how they are being informed, how they are being encouraged to try healthier things, and how they are being advocated for. 

Something I have noticed with others’ posts and this research activity is that there is definitely a certain level of difficulty in relating Kotler’s model to health communication messages -- I’m not surprised that you voiced having difficulties yourself. I agree that in the case of the website, the McGuire model fits well and that all of the constructs fit in somewhere; whereas for the Kotler model, you are never really 100% sure because it can be quite vague. 

@globalcommunicationproject

[nezzee5-blog]

Messages, Part One, Research Activity #1, PH663

Announce Example:

https://meded.ucsd.edu/freeclinic/index.php

A page announcing services offered at a free clinic at UCSD. 

Advise Example:

An advertisement for Gardasil, an HPV vaccine. The advertisement states the population that should be vaccinated and at what age.

Activate Example:

This advertisement calls on the audience to act and get a mammogram. Providing a phone number can increase the likelihood of women making an appointment to get screened.

Advocate Example:

This documentary looks into the sugar industry’s detrimental influence in health research and the harmful effects of consuming too much sugar.

Combined Objectives:

This advertisement both advises and activates the audience through statistics on a physical activity among kids and specific recommendations to encourage activity. 

@globalcommunicationproject

[greyskittycat-blog]

The “announce” example is perfect, providing the audience with the different resources that are available to them. I do have a bit of an issue with the “advise” example in that even though there is a picture of a boy in the advertisement (because young men are advised to get the shot), the ad says nothing about young men receiving the shot and strictly emphasizes the need for women and young girls to get the shot. This is misinformation and not quite the best example for “advise”. I love the “activate” advertisement because of its display of time. If women knew that it would not take up their entire day to get a check up, it would make a big difference in them acting and picking up the phone to make an appointment for a mammogram. The last example is great because it’s engaging, it informs the audience about current physical activity stats, it offers different activity options to act upon, and it provides parents with a website to check out. 

@globalcommunicationproject

[bigredxoxo-blog1]

Messages, Part Four, Research Activity #4, PH 663

Heads Together is a mental health campaign to promote mental well-being, predominately in the London Area. The campaign is headed by the Duke and Duchess of Cambridge and Prince Harry and the Royal Foundation. Based on their website, the main objectives of Heads Together are to raise awareness, combat stigma, and provide help. Their main objective at this point is to raise funds for the charities involved during the upcoming Virgin Money London Marathon in 2017.

The analysis will be based on the Head’s Together website (https://www.headstogether.org.uk ) and one of their YouTube advertisements  .

‘McGuire’s Model

The Head’s Together campaign targets all components of McGuire’s Communication-Persuasion Model but sufficiently addresses two. The strengths of the segment are activating and announce. The segment primarily focuses on Activate, encouraging discussion regarding mental health issues and providing people with information regarding the Heads Together team for the Virgin Money London Marathon.  In terms of the objective announce, the YouTube segment provides two sources of information; the first being the list of charities that can provide help for mental health service or offer support groups, and the second being information regarding the Heads Together marathon team. Third, the objective advocate is addressed in terms of shifting the community opinion of mental health discussion and fighting stigma related to discussion and care. Finally, in terms of advice, the segment offers blanket statements regarding mental health well-being and the negative impacts of stigma not receiving care. Because the source of the commercial is the royal family, their statements seem credible to the target population. However, it would have been more appropriate for the mental health charity representatives to provide that information.

Kotler’s 5Ps

In terms of examining Heads Together through Kotler’s perspective, the YouTube segment addresses all components. Price of this new behavior, engaging in mental health discussion, can be beneficial for the overall population, especially those who are being immediately affected by poor mental health. The benefits include reduced stigma, utilization of care, and overall greater mental well-being. In terms of Product, the product is somewhat unclear because mental health promotion can be somewhat vague. If mental health promotion was specified, the product or behavior change would be increased mental health discussion. The channels, or place, is offered primarily through web resources, media coverage, and event promotion.   Finally, in terms of Promotion, using the royal family as the primary source allows the campaign to be relevant and in discussion to the general public, since this is the most predominate figure of Great Britain. The information of Heads Together is established through social media platforms, with the hashtag symbol (#headstrong) as the main marketing strategy. Also, the main objective of Headstrong is to create a marathon team to raise funds, so marketing of the campaign through the marathon marketing is another channel to promote the campaign. In terms of position, the only comparisons presented are that “mental health is just as important as physical health” and this will allow people who are too afraid to receive help, to actually be motivated to seek it. Although the position may not be comprehensively targeted, there are slight comparisons being made.

Overall, Kotler’s 5P’s is clearer at addressing the main marketing strategy for the Heads Together campaign. Because this campaign is somewhat vague, the 5P’s simplify the behaviors being targeted so that we can understand what product or behavior is being marketed.   The 5P’s repeatedly address central elements of the campaign. By breaking it down in this manner, increasing mental health discussion, utilizing support from the local mental health charities, and partaking in the marathon are clearly viewed as the main points being marketed.

@globalcommunicationproject

[greyskittycat-blog]

First of all, I am so in love with that advert (...get it? That’s the way the Brits say “advertisement” hahaha). I really loved your in-depth analysis of McGuire’s Model in terms of Heads Together and this specific video. You broke down all of the constructs well, and I have to agree with all of your points except for the one about credibility. I really believe that the UK looks up to the royal family so much to the point where they are much more credible on an ad such as this than any charity representative would have been. If they want to get the info out there, raise awareness, and change perceptions, this was the most credible group to do it.  For some reason, I felt that your McGuire discussion/argument was stronger than your Kotler argument. Thinking back on the ad, I do not even remember them mentioning anything related to price or even where to go for more information. The ad was very well done but having the royal family there may have been too distracting and it was not easy to follow along with what the message actually was. Overall, you had a thorough discussion on how both models play into the analysis of every day advertisements and how it can be important as health communication marketers to know which one will be beneficial for the audience. 

@globalcommunicationproject

[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

[greyskittycat-blog]

I have to disagree with your analysis of the speed camera campaign -- I know we are all different people, but I thought the message was very clear cut the first time around. I did not have to re-read it and I actually thought that the message was well delivered with simple stats. One could argue that this may not have been effective because statistics do not come off as threatening, but to say that that the “automobile” aspect of the message did not come across clearly is something I cannot agree with. However, your analysis of the photos and colors representing death are on point and well argued. 

I completely agree with your analysis of the anti-smoking campaign. I too looked at the photo and immediately thought of an art project. I thought of the aesthetic features of the cigarettes being used to create the lungs and I did not automatically think about the message that they were trying to portray. Also, the color combinations are something I had not even thought of -- nice job! 

@globalcommunicationproject

[seabreeze16-blog1]

Source, Part Three, Research Activity #3, PH663

The Dr. Oz Show ranks top five talk shows in the United States and reaches over 2.9 million viewers on a daily basis.  

What makes this source and medium credible is because Dr. Oz is a cardiothoratic surgeon at Colombia University Medical School.  He has credentials and experience as a practicing physician.  He relates to audiences well as he is able to speak in a manner that is clear and people can understand.  Additionally, he tends to bring rapid solutions to common health problems.  

Over the years, he has become under intense scrutiny as he has made some claims of miracle weight loss, ebola virus, and vaccinations to mention few. Some physicians have question his credibility as his approach to medical advice is general and misleading at times.  Medical advice needs to be tailor to the individual taking in to consideration family history and current health conditions.  

Dr. Oz has a large audience that has developed trust and consider him to be a credible source for medical advice. 

[greyskittycat-blog]

I really like how you formatted this post -- you started off with the first half mentioning how credible he is with his degree and work at a medical school. He has the audience numbers to back him up and he has the degree to back him up. However, as you mentioned in your second half, he does make many claims that he does not always have the evidence for and this makes him a bit less credible. He definitely makes claims and does not take people’s medical histories into consideration and this cannot be done by someone being watched by millions of people every day. He definitely has a responsibility towards his audience in terms of credibility and I think he recognizes this, but he does not always deliver the proper messages. 

@globalcommunicationproject

[omgcheddaisbetta-blog]

Sources, Part 6, Research Activity #5, PH663

Here’s one of many McDonald’s ads that advertises their “healthy food” by focusing on the quality of the apples, and making themselves seem family-friendly and supportive of local farms. While McDonald’s may have an option for apples instead of fries in the kids meals, and juice instead of soda, I have a hard time trusting that their intention of this commercial is to get people to eat healthy. As a large fast food corporation, I believe that they want more customers so they can make more money. Having one or two potentially healthy options on a menu full of addictive, unhealthy food definitely does not make them a reliable source for healthy eating.

@globalcommunicationproject

[greyskittycat-blog]

Wow! I have never seen a commercial for McDonald’s like that before, and an ad that seemed so genuine and sincere. I can also tell you that I have never come across someone who chose apples over a mini fries. Now in saying all of this, it is a well-made ad, but it’s all a scheme. Their goal, like any large corporation, is to increase the big bucks, and by using the lighting and music and actors/family in this ad, they are appealing to so many demographics -- men, Caucasians, farmers, families, etc. This ad is definitely inappropriate for the overall purpose of the McDonald’s corporation. 

@globalcommunicationproject

[aubreygraham245-blog]

Source, Part Four, Research Activity #4, Ph663

@globalcommunicationproject

Research Activity #4 My dietician’s health communication altered my lifestyle, and many of my behaviors. She is a holistic dietician who recommends a gluten free diet, along with meditation to have a properly working mind and body. I think if this would have been just anyone, I would not have listened, especially since it would be such a drastic change. The source of the messaging, though, was a friend of mine. She had just received her dietician license. What sold me the most, though, was the fact that I knew her. I felt she was a credible source, because I didn’t believe that she would try to con me. More importantly, I was trying to lose weight and I knew that she had a very fit body, so she must know what she was talking about. This may not have been the best way to judge credibility, but it was how I did at the time.

I also follow a fitness trainer on Instagram. I follow her weight workouts every time I go to the gym. She is a credible source to me because she posts what she eats and what work outs she does. She has a great body, one that I would want to have, so for that reason I believe if I work out the way she does, I will have similar results. She also increases her credibility to me by posting before and after pictures of people who follow her regimen. It makes you believe she know what she is doing, and that you too can get great results if you follow what she does.

[greyskittycat-blog]

For the first health communication message that resonated with you personally, I think it’s interesting that you point out that your judgement of the dietician’s credibility may not have been the best because you really just looked at her own body. I, however, happen to think that your judgement was perfectly fine because in my opinion, credibility is very subjective. What I find credible may not be to others, and if you truly believed she was going to get you where you wanted to go, then I think that’s what matters -- and that applies to all messages and sources.  I do believe that Instagram can be a great source of reliability and that variables contributing to this credibility can include number of followers, openness of lifestyle choices, and number of posts -- and what you pointed out about this fitness trainer are those exact same variables. 

@globalcommunicationproject

[aubreygraham245-blog]

Source, Part Two, Research Activity #2, Ph663

@globalcommunicationproject

1. https://www.youtube.com/watch?v=8q29F1jPvNk

This link shows Hillary Clinton being interviewed by an all African American cast. It seems that she tries to relate with black people when she says that she carries hot sauce in her bag, especially since this interview happened right after the release of Beyonce’s very famous song embracing her black culture, Formation, where she repeats that she has hot sauce in her bag. She is trying to find a common identity and experience, which is a stretch considering how unidentifiable she may be to many different ethnicities. 

2. https://www.youtube.com/watch?v=-yfIxBjOw3o

This link shows Donald Trump explaining about the wall he will build at the Mexico border. I believe, his own feelings aside, that Donald Trump is trying to appeal to racist Americans. Oftentimes, there is not such a blatant messaging to these people, but Trump is drawing on both obvious and hidden sentiments felt by many Americans in order to feel relatable and credible to a large group of people not usually addressed directly.

[greyskittycat-blog]

I did read in many different articles that Americans were having trouble identifying themselves as somewhat similar to Hillary, but I had no idea about this interview and I’m glad you pointed it out in your original post. Yes people in the comments may have made fun of her, and yes the man in the video knew it was very obvious she was catering to the Black community, but I have to be honest and say that she did a pretty good job with that Beyonce reference. After that song, millions of people were commenting on how they always carried hot sauce wherever they went, and for Hillary to notice this and mention it is pretty smart. She was definitely showing her attempt at relating to the every day public. 

It is true that some Americans do feel very strongly about the ties we have with Mexico; many of these people believe that our nation’s drug problems are exacerbated by Mexico being right below us and many believe something should be done -- perhaps they just did not know what could be done until now. I agree with you that Trump is doing a pretty good job of relating to these people, those who have always wanted to do something but just did not know what or were afraid to speak up. Our country is not nearly as diverse as we would like to think, and Trump does a great job of relating to these people. 

@globalcommunicationproject

[aubreygraham245-blog]

Source, Part Five, Analysis Activity #1, Ph663

@globalcommunicationproject

I do not think Helen Mirren was an appropriate source for the anti drinking and driving messaging. Helen Mirren is a very well known A-list celebrity actress. She is very wealthy and probably never drinks Budweiser, or eats a burger, or even goes to a bar like the one she is in.  She is not very relatable to the audience watching the super bowl. She even has a British accent further distancing herself. It seems like she is almost mocking Americans for their heavy drinking and stupid choices, which may not influence behavior.

[greyskittycat-blog]

What your wrote in the second half of your post are honestly factors I had not even considered. The mere idea that this ad was for Americans with a spokesperson NOT from America was such an obvious mistake, especially if the creative team had any inkling of an idea as to who their prime target audience was supposed to be. That’s not to say that it was difficult understanding her accent in the ad, but she definitely looked very out of place in the commercial with a bottle of beer which seems so unlike her, even for an audience member who does not know Helen Mirren. 

@globalcommunicationproject

[greyskittycat-blog]

Messages, Part Four, Research Activity #4, PH663

In all honesty, I favor McGuire’s Persuasion Model a little bit more over Kotler’s 4 P’s when it comes to looking at health communication campaigns in a more comprehensive manner. I think the inputs involved in the Model cover all of the important aspects necessary to create a complete and effective campaign or advertisement. But in saying that, both models have quite a few overlapping concepts that it does not quite make sense to choose one. For instance, in using both models, you are forced to choose the best location for your campaign and you must think about the most effective media to get the message across. However, I don’t think Kotler’s 4 P’s take some things into account like credibility. As we know, it’s important to think about the credibility of the individual or group from whom the message is being delivered, but not taking that into consideration seems a bit lacking. I would also argue that the 4 P’s do not take the receiver’s knowledge, attitudes, and beliefs into consideration when delivering a health communication message like the Persuasion Model does. 

@globalcommunicationproject