Untitled @omgcheddaisbetta-blog - Tumblr Blog

Audience, Part 4, Research Activity 1, PH 663

Also included posters and material that segmented youth by race and apparent clique.

Doesn’t Identify a population, at most you might say it’s targeting men. It simply saying you shouldn’t smoke

It’s really hard for me to agree with the first portion of your analysis since you didn’t include any links to those segmented campaigns. If this is indeed correct, I hope that they were all very separate campaigns with different messages and completely different approaches. Basically, I hope it’s not the exact same working, but instead has a person of color on the cover. I feel like this is a common thing to do in the PH field. Campaigns will print the exact same brochures, but will put a picture of a person to represent a different population on the cover and think they did a really great and inclusive job.

It’s very easy to agree with the second part of your analysis, but are you sure this is even part of a campaign? It looks to me like it’s just a graphic that was included on a general website like “tobacco 101″…it even seems to me like a no smoking sign. I don’t think this something that was created part of a specific campaign.

@globalcommunicationproject

omgcheddaisbetta-blog

I would definitely have liked to see more analysis on the portions of the campaigns you chose to share. As someone else mentioned, it is hard to make judgements based on these small components. I am also not sure that I see any segmenting initially, as the face is zoomed in and there is no clear gender, race, age, or other indicating factor for that person.

@globalcommunicationproject

ph663poster-deactivated20170105

#Audience #part four #analysis activity 2 #PH663

The This Free Life campaign targets the sexual minority segment of the population. This audience is further sub-segmented into lesbian, gay, bisexual and transgender groups within the community. According to the CDC, LGBT adults and youth have substantially higher rates of smoking compared to the general population. The greater risk is thought to be a result of increased stress from social stigma, peer pressure, aggressive marketing and lack of access to preventive services (lung.org). It is thus clear that the sexual minority group should be treated as a priority population similar to ethnic minorities. This led the CDC to create the broad LGBT audience segment. Research also shows that the subgroups differ significantly due to varying types of social stressors, and thus need to be addressed separately, thereby leading to further subsegmentation of the LGBT community to aid in more effectively targeting their antismoking message that would specifically address each particular subgroup. With careful subsegmentation of the audience and tailoring of the message to each group, the marketing campaign appears to have reached its “destination”.

hawtbigolbiscuitz-blog

I think you did a great job of analyzing this. I just thought of this campaign more in a broader sense and thought to myself that this campaign segments to the LGBTQ community and that’s it. I never narrowed it down to thinking that this campaign targets “the sexual minority segment of the population”. I never labeled it in that way and think of it in that sense. But, it makes sense. I do agree with the sub-segments you listed. That the campaign did a great job sub-segmenting to the lesbian, gay, bisexual, and transgender groups. Another thing I was not aware of is the LGBT adults and youth have substantially higher rates of smoking compared to the general population. I thought it was geared more to the Asian population and I assumed that they had higher rates of smoking and teens. Good job of backing it up and providing us with credible scientific evidence. I also believed the marketing campaign did a great job and had reached it’s “destination”.

@globalcommunicationproject

omgcheddaisbetta-blog

I agree that you have a very thought-out analysis of this campaign. I also agree that the campaign appears to have reached its “destination.” The use of segmentation is specific in its audience while being all-inclusive of a group that is not generally well-represented, especially within tobacco campaigns. I think they were right on in their marketing and hopefully it will be a successful campaign overall. @globalcommunicationproject

Audience, Part 4, Research Activity #1, PH663

The It’s On Us campaign (www.itsonus.org) is a campaign to change the culture of sexual assault by preventing assault from happening, promoting bystander intervention, and assisting in support when assault does happen. The campaign is aimed at college campus sexual assault and is segmented toward men primarily, with the inclusion of women as well. Examples of the language the campaign uses that show this segmentation are “It’s on us: a call to men” and “It’s on us: empowering women.” I believe that they do a great job of segmenting the population according to the epidemiological needs because sexual assault is so prominent among college campuses (20% of college women are sexually assaulted at some point in their college careers). The campaign focusing on men with a secondary inclusion of women is smart in that men tend to play the primary role in sexual assault more so than women, however, it still is a problem for everyone. The commercials for this campaign tactfully incorporate humor and include well-liked celebrities and comedians, especially men, who are appealing to target audiences.

Feminist Campus (http://feministcampus.org/campaigns/campus-violence/) also has a campaign against campus sexual assault, which I find to be poorly segmented for a few reasons. Despite the actual definition of feminism meaning equality for all sexes, it is an unfortunate truth that for many people, the term “feminist” has a negative connotation, implying that a feminist is a loud, angry woman who may or may not want to take away men’s rights. It is also likely that many people who reject the term feminist also contribute to rape culture, even if done so implicitly. The website is also decorated in purple and pink, which are uninviting colors and seem to exaggerate a sort of femininity. This campaign seems to fail to reach many who would need to hear the message the most.

@globalcommunicationproject

#audience #part four #research activity 1 #ph663

Audience, Part 4, Analysis Activity #2, PH663

The This Free Life campaign targets the LGBTQ community regarding tobacco use. While “LGBT” isn’t explicitly mentioned on the homepage, it is apparent through the language of “our community” and “these queens” and through the imagery of diverse same-sex couples and drag queens. They successfully engage the LQBTQ population by providing enough variety within the community that is still specific to them. For example, a heading reads: “Our stories are unique.” This language uses “our” lumping the community together, yet recognizes the individuality of each member of the community.

There are definitely epidemiological concerns regarding tobacco use within the LGBTQ community that this campaign addresses: “Tens of thousands of LGBT people die every year in the U.S. from tobacco use…smoking kills more people in the U.S. than AIDS, alcohol, car accidents, homicide, suicide, illegal drugs, and fires combined.” By comparing tobacco use to other risks that are more commonly associated with the LGBTQ community (such as AIDS, homicide, suicide, etc.), you are able to recognize that tobacco is also a major risk, though less addressed specifically toward this community.

@globalcommunicationproject

#audience #part four #analysis #activity 2 #ph663

www.sdsugreatgive.org

@globalcommunicationproject

#sdsugreatgive

www.sdsugreatgive.org

@globalcommunicationproject

#aztec #sdsugreatgive

Messages, Part 2, Research Activity #3, PH663

1. Description:“A piano chord with an underwater reverb effect” There are two main notes and they are very low. Feeling: Shame because it is sort of harsh and abrupt. Message Use: This can be used in a moment when someone is put in their place and realizes they made a consequential mistake. I see a judge sentencing someone for sexual assault and this sound plays as they realize they now have to face the consequences of their actions.

2. Description: “A beautiful ambient classical piano chord with reverb in C# major” This sounds like one main chord dragged out that fades away. Feeling: Solemn with fleeting focus as the chord fades Message Use: This can be used for a moment when someone is in shock and trying to focus, but there’s too much going on. I see someone watching the after-effects of a drunk driving accident as their loved one is wheeled away into the ambulance.

3. Description: “A mild pitched single percussive timbale drum hit” This is a quick, upbeat note. Feeling: Pride and confidence Message Use: This can be used for a moment where someone is feeling good about making a series of great decisions. I see someone with a lot of energy and bounce in their step walking through a farmers market and this note plays when they pick up a piece of fresh fruit.

4. Description: “a short scratch sound” This sounds like a record scratching by a DJ, very similar to a video rewinding. Feeling: Redemption Message Use: After showing the negative consequence of one outcome, I see a video rewinding while using this sound and then having the protagonist actually make an easy, good decision. For example, someone could drive drunk and get into a crash, the frame would freeze, this sound would play as it rewinds, and then it would show the person calling an Uber instead and making it home safely.

5. Description: “Fuzzing wailing electric guitar. Pocessed human voice” This sounds like someone rocking out on the guitar, but then it gets trippy and distorted, and stops suddenly. Feeling: Disoriented Message Use: This can be used in a moment where someone is having a good time, then losing control. I see someone at a party drinking heavily when everything becomes fuzzy and the room spins, and then the person falls on their face.

@globalcommunicationproject

#messages #part two #research activity 3 #ph663

Messages, Part 4, Research Activity #4, PH663

Bears will be Bears:

McGuire’s Persuasion Model: Announce: The website is given at the end of the video for more information: itsonus.org Advise: “1 in 5 women will be sexually assaulted by the time they finish college” Activate: The video encourages people to “take the pledge” and shows the ridiculousness of the thought process that most people will be “unaffected”, or that nothing should be done because you don’t know what to do. One member says something along the lines of “This affects all of us. We have to stick up for each other.” Advocate: They are promoting the denouncing of rape culture and bringing to light how widespread and serious of an issue it is.

Kutler’s Social Marketing Framework: Price: 20% of women will be harmed, and it is an issue that is being ignored. Product: Advocacy and resources for sexual assault and sexual assault prevention Place: Youtube (may have also aired on television or other websites), targeting young adults who will likely recognize the actors from the commercial. Promotion: online medium, uses humor/parody, text, and verbal communication Position: This ad uses humor as a tactic against sexual assault, which can be very risky, but this one was done tactfully

What Our Knockers Are For:

McGuire’s Persuasion Model: Announce: The website is given at the end of the video for more information: thebump.com/breastfeeding Advise: They cover a range of facts regarding the health benefits of breastfeeding including the costs it can save the US healthcare system, the babies’ health effects, the mother’s decreased risk of breast cancer, the ease of the process once learned, etc. Activate: The intended purpose of this video is to get mothers to breastfeed. They let them know that it can be hard at first, but they can learn the skill and it will be worth it when they do. Advocate: They are promoting breastfeeding of course, and even say that it is fine to breastfeed in public because that’s literally “what our knockers are for.”

Kutler’s Social Marketing Framework: Price: The perceived benefits of breastfeeding are listed throughout the video and include health benefits as well as bonding experiences between mothers and their babies. Product: Breastfeeding Place: This video was found on Youtube and is targeting new mothers. It likely aired elsewhere as well (like other websites, and perhaps on television). Promotion: The means of promotion were through video and verbal communication of a somewhat diverse group of women. Position: The benefits of breastfeeding are addressed in comparison to formula feeding.

Both models have benefits and limitations in what they ultimately describe. McGuire’s model covers different methods of persuasion. These are important to recognize because utilizing several, rather than just one, can mean the ad will be more likely to motivate behavior change. However, it does not address the place or promotion as Kutler’s framework does. These models seem most effective when combined.

@globalcommunicationproject

#messages #part four #research activity 4 #ph663

Messages, Part 2, Research Activity #2, PH663

The image of lungs made of cigarettes that are burning and smoking is a very cool image, artistically speaking, though I’m not sure it invokes fear as intended. The dark colors and burning lungs definitely represent negative health effects. However, the image of the lungs burning away feels so far removed in that we never see our lungs to begin with, these lungs are crafted with cigarettes, and lungs do not literally burn and smoke like that. I believe the metaphor is just too far removed to be effective for actual smokers, especially as a fear tactic.

I am not usually one to advocate for fear-tactics in health messaging however, the image of the child and skull is very effective. The dark colors and use of black and white seems to represent the seriousness of the ad and straightforwardness of the message. The child’s face juxtaposed with the skull hits very close, as opposed to the crafted lungs in the last image. The use of stats is also impressive in that they use very similar numbers to show very different outcomes. The ad would definitely make me think twice about speeding, especially in a residential area.

@globalcommunicationproject

#messages #part two #research activity 2 #ph663

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

#messages #part one #research activity 1 #ph663

Sources, Part 6, Analysis Activity #2, PH663

The secondary source is Peter Bergman who is using his recognizable role to relay the message he has been hired to deliver. The primary source is Vicks, as they are the ones paying the actor to promote their product.

The ad expresses that adults don’t take care of themselves as well as they take care of their children (using their children’s meds that were ordered by a doctor), but that it is very easy to take care of themselves just as well. The implication is that buying Vicks is the healthy, responsible thing to do.

@globalcommunicationproject

#sources #part six #analysis activity 2 #ph663

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

#sources #part six #research activity 5 #ph663

Sources, Part 4, Research Activity #4, PH663

The most effective source in my life for health messaging is a relative that I look up to who I also consider a best friend, and who happens to be a doctor. I realize now that most of my behavior change is through influence of this person and that is because I trust that she has my best interest in mind, no ulterior motives, and the educational background to prove it. I’ve witnessed how hard she works and how invested she is. Most of her advice to me also comes from her own personal stories – such as which method of birth control to use. We have always had similar reactions to the different types, so I let her test them out first and report to me before I change my method. Because she’s someone consistent in my life, I trust her advice more and more as it proves to be helpful.

Other health communication messages that have affected me are Ted Talks. I find them inspiring and trust their processes for selecting both knowledgeable and engaging speakers, so I tend to believe the information they give me. Many are professionals in their topic and they tend to speak in a way that is inviting and friendly as well as empowering to the listener. There are many Ted Talks relating to mental health and tricks we can do, such as playing games, reaching out to others even when it makes us feel vulnerable, empowered body language, laughing, and even smiling. Here’s one of my favorite short talks that convinced me smiling will make me live longer, be more successful, and live happier: https://www.ted.com/talks/ron_gutman_the_hidden_power_of_smiling?language=en

@globalcommunicationproject

#sources #part four #research activity 4 #ph663

Sources, Part 3, Research Activity #3, PH663

NPR news is where I often get most of my news. I consider this to be an incredibly reliable source for several reasons. They have many different people investigating very specific topics and so I feel that they always ask the right questions and cover what’s important (for the most part, at least). They are also funded mainly by the public, so I am not worrying about receiving information corrupted by corporations’ interests. On that note, they also tend to take on major corporations, big banks, and those we are skeptical of in their stories. Most importantly, I’ve noticed that NPR listens to their viewers and will always correct themselves when they’ve given incorrect information. To me, this shows that they acknowledge their imperfections, but strive to make it right, which I appreciate. Their biggest downfall is that they claim to be non-partisan, when everyone who listens knows where they stand. I understand their reasoning in claiming so, though I could see why that would make some skeptical to listen. Personally, I think they still ask nonpartisan questions often and try extra hard to show both sides, and I find it amusing when you know the reporter is just cringing on the inside. NPR also has a great reputation, so people often don’t question news I relate after hearing it or reading it from them – which could be a good or a bad thing.

@globalcommunicationproject

#sources #part three #research activity 3 #ph663

Sources, Part 2, Research Activity #2, PH663

The following is a short excerpt from the opening statements of Donald Trump’s speech at the Republican National Convention:

It is finally time for a straightforward assessment of the state of our nation. I will present the facts plainly and honestly. We cannot afford to be so politically correct anymore. So if you want to hear the corporate spin, the carefully-crafted lies, and the media myths the Democrats are holding their convention next week. But here, at our convention, there will be no lies. We will honor the American people with the truth, and nothing else.

Donald, knowing that most of his followers are behind him because of their distrust for politicians and the political system, is presenting himself as a trustworthy source that will give them what they want. By saying it is “finally time” implies that people have not been receiving what they desire from their leaders. He addresses a group who is likely often told that what they say is “politically incorrect” and assures them their voices should actually be the loudest. Donald contrasts himself with the ultimate nemeses, implying that unlike the Democrats, his words will not be tactfully deceptive, but will provide truth. These assurances are important coming from Donald based on the stance he has taken as an outsider and the followers he’s received because of it.

Hillary Clinton’s opening remarks during her speech at the DNC lay a different foundation:

“…And Chelsea, thank you. I’m so proud to be your mother and so proud of the woman you’ve become. Thanks for bringing Marc into our family, and Charlotte and Aidan into the world. And Bill...It’s lasted through good times that filled us with joy, and hard times that tested us…I was so happy to see that my Explainer-in-Chief is still on the job…America is stronger because of President Obama’s leadership, and I’m better because of his friendship…First lady Michelle Obama reminded us that our children are watching, and the president we elect is going to be their president, too….And, I want to thank Bernie Sanders. Bernie, your campaign inspired millions of Americans, particularly the young people who threw their hearts and souls into our primary. You’ve put economic and social justice issues front and center, where they belong. And to all of your supporters here and around the country: I want you to know, I’ve heard you. Your cause is our cause.”

Through her opening statements, Hillary managed to paint the picture that she is a mother, a grandmother, a wife who has struggled, someone with experiences and connections in politics, a friend of the current POTUS as well as someone who is enjoyable to work with, an advocate for children, and an ally to Bernie Sanders’ supporters. Whether or not all people in those audiences personally relate to Hillary, it was tactful of her to draw those connections through other humans and experiences and to cast a wide net for her platform.

@globalcommunicationproject

#sources #part two #research activity 2 #ph663

Sources, Part 1, Research Activity #1, PH663

Peter the PTSD Penguin is intended for veterans to share humor and create an outlet for them. The response to this penguin does not appear to be particularly successful per their Facebook page. Despite having 162,988 likes of the page, their last post received only 59 likes. Comments and engagement with Peter the Penguin are mixed. One man aggressively asserting that he does not need to respond to a penguin, to which Peter replies “Grow up.” Another woman expresses her dislike of the page’s humor: “You have a responsibility to the people on your page to not make things worse mentally and emotionally.I no longer follow, support, or advertise for your page. The world is bad enough than to be exposed to this grossness on a PTSD help page.” Being an outsider myself, I can’t help but agree with the poor taste of Peter’s humor based on a recent post which includes a pun about about ejaculating on a woman’s hair while she’s sleeping because she performed unsatisfactory felatio. Comments laughing about how “we’ve all been there” and it “sounds like a regular day in infantry.” One man noted than no woman had responded yet and I think that displays the most detrimental aspect to using Peter the PTSD Penguin as a source. The penguin had the potential to be an androgynous character with no ethnic or racial ties and reach beyond those limits however, through it’s narrow sense of humor has managed to ostracize many, especially women, and engage very few.

Buddy Check 22 has been extremely successful in comparison. Despite having a fraction of the likes of Peter the PTSD Penguin, with 12,029 page likes, their most recent post had 230 likes. This network works because people feel comfortable engaging with peers who “shared stories of combat” and “spoke the same language,” in other words, people they can relate to. This is important for such a high risk group, who is often reluctant to get services for many reasons including that “they are not sure a doctor who has never seen enemy fire can relate to their experiences. Some also distrust the system…” You’ll notice that the people engaging with the Facebook page are men and women of all ages and backgrounds. The language used in the posts is much more inviting and positive than Peter the Penguin’s and advises the community to reach out to each other beyond Facebook. In this case, the source is seen as a trustworthy community for everyone who has shared those experiences, regardless of who you are, your background, or where you’re currently living.

@globalcommunicationproject

#sources #part one #research activity 1 #ph663

Channels, Part One, Research Activity #2, PH663

Lessons from Always Sunny In Philadelphia: What’s the point of sniffing glue if it’s not going to get you high?

@globalcommunicationproject

#channels part one research activity 2 PH663

Trending Blogs

Recently Viewed Blogs

Untitled