#message module

Research Activity #4 @globalcommunicationproject

EXAMINE TWO ADDITIONAL HEALTH COMMUNICATION PIECES BRIEFLY, FROM A MCGUIRE AND THEN A KOTLER PERSPECTIVE.  WHICH ONE PROVIDES A CLEARER AND MORE USEFUL EXPLANATORY MODEL, AND WHY?

Tip: Remember the 4 types of message objectives (announce, advise, activate and advocate) in McGuire’s psychology-based model (outlined in Part 1), and align these categories with Kotler’s business-based “5 Ps” outlined above.

The two health communication pieces below have different impacts on the targeted audiences. I will discuss the image with the greater impact using the Mcguire and Kotler perpectives.

The image examined is the image taken from the CDC, A Tip from a Former Smoker.

 ​Mcguire psychological-based model

Announce- The image announces recovery from smoking and the quitting of smoking.

Advise- The image advises that quitting smoking is possible.

Activate- The image activates the persuasion of smokers to stop smoking for their children.

Advocate- The image advocates the social position of being a mother and being a smoker and the impact it has on children.

 The 4 Ps of marketing

1. Product-a physical good, service or idea that satisfies a need

The product advertised is 1800-QUITNOW. This provides the satisfaction of hope for the consumers struggling with addiction to cigarettes.

2. Price-time, money, energy, or emotion paid

The time, money, energy and emotion paid for the advertisement is outweighed by the benefits because smoking is one of the deadliest killers.

3. Place-convenient distribution or outlet channels

The ad is found on the CDC website. This is a convenient website that is broadcasted nationwide.

4. Promotion -(how, what activities & strategies?)

advertising, incentives and public

The promotion of this ad holds the incentive that mothers can live longer for their children and be even more of an inspiration.

5.People-

The people targeted for the campaign are mothers, making for a highly effective campaign because you either are a mother or have a mother.

   http://www.cdc.gov/tobacco/campaign/tips/resources/ads/tips-ad-beatrice-full.pdf

Research Activity #2 @globalcommunicationproject

COMPARE THE FOLLOWING TWO SPOTS WITH RESPECT TO FEAR AND RESPONSE EFFICACY-RELATED CONTENT

·       https://jasonbiviano.files.wordpress.com/2012/04/health-effects-of-smoking1.jpg

·       https://twitter.com/nyc_dot/status/314067899079872514

              Both images convey a response to fear. The efficacy of image two , Hit at 40 mpg image, commands a higher response to fear because there is a face to the person it may impact. By including a child in the image, the image creates a powerful emotional appeal.

 Emotions can be evoked not only by the specific nature of the message but also by images, sounds, and other elements that have both an emotional and physical impact on an individual. For example, concordant and discordant musical notes and colors may contribute to a message oriented toward fear and anxiety on one hand or harmony and sympathy on the other. Individual colors may convey different feelings (Example 1; Example 2) though this may vary from culture to culture.  As musical chords mix different notes to create distinct feelings for different compositions, combinations of colors also vary as a function of the light or heat of a message (see here for more info about this).

In terms of sight and sound, which of the following 3 pieces do you think would create the strongest reaction in an audience?

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            In example 1 and 2, the dark color scheme evokes the emotional appeal of death. This creates the strongest reaction for the audience. The black and grey color tones contributes the fear and anxiety of possible death due to these unhealthy behaviors. Another imagery that creates an emotional appeal is the choice of visuals. The smoke adds a dramatic appeal to the image. The choice of the skeleton in the second image also adds another dramatic appeal to the image. Lastly, another element that adds fear are the contributing factors that lead up to death. The utilization of images of stacked cigarettes ingrains in the audiences brains and commands fear. This image can be brought back to sight every time someone decides to smoke a cigarette. The other imagery choice used to create fear shown in the second example are the facts stated 30mph and 40mph and the effects the have. Since the effects are significantly different evokes emotion creating fear.

 In terms of sight and sound, which of the following 3 pieces do you think would create the strongest reaction in an audience?

Research Activity #1 @globalcommunicationproject

POST ONE EXAMPLE FOR EACH OF THE “5 A’s” ABOVE.

 Campaign Objective: Announce

Presentation that direct individuals as to where they     can obtain services, buy a product, or (in the case of health fairs) get     more information about a specific health issue. They can also direct the     individual to watch or read other media which will provide them with     additional information and motivation.

Example

 http://archives.midweek.com/content/health_and_wellness/health_and_wellness_article/health_care_at_home/

  Campaign Objective: Advise

Factual statements regarding health behaviors, risk     factors, medications, etc. Information objectives are fairly simple     knowledge oriented factual statements informing the target audience about     the positive aspects of certain behaviors or other actions or their     negative impact. Advice takes the form of information that can help     address the challenge of presenting new knowledge or can help clarify     misperceptions that people may have. Finally, this information may serve     as “booster shots”, reinforcing existing knowledge and reminding the     target audience of certain issues.

Examples:

http://designbump.com/anti-smoking-advertisements/

 Campaign Objective: Activate

Motivating or persuading the audience to attend to and  act on the advice or other information presented.

Example:

Example: 

http://www.foundshit.com/tag/awareness/

 Campaign Objective: Advocate

Documentaries and articles, movies, public     demonstrations or ads that embrace and promote a social or political point     of view.

Examples:

     https://campaignoutsider.com/2013/07/11/ask-dr-ads-whats-up-with-the-heroic-media-anti-abortion-ads/

  Campaign Objective: Combined Objectives

Pieces that attempt to achieve two or more of the above objectives.

Examples: Advise and Advocate

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