#ph 663

I think the video and it’s explanations describe the segmentation of people through geographic means. She describes the different menus that McDonald has in different countries and regions. She describes different menu items that only show up in middle-eastern countries, African, Asian, etc.

She also describes how Mcdonalds markets to different age/sex demographics. They have happy meals that come with toys, as well as a playground that children can play in. They market to young adults by having cheap menu items and also free Wi-Fi. In addition they’ve included lower calorie items (seemingly low calorie) into their menus. 

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

@globalcommunicationproject

Soft Drink and Energy Drink Health PSA

From the perspective of McGuire’s psychology based model  this health spot on the health impacts of consuming sugar via soda and energy drinks is a comprehensive communication. The “Announce” here is linked to the campaign’s desired health action- eliminating sugar sweetened beverages from your diet. The “Advise” here is the listing of the health consequences of consuming excess sugar (obesity, diabetes, tooth decay). The “Activate” is the call to action at the conclusion of the video- “THINK BEFORE YOU DRINK”. While this piece contains no explicit “Advocate” component, it isn’t hard to imagine a conclusion or connection to this piece asking the audience to support a bill to limit these beverages accessibility for the general population or a specific subgroup (children for instance).

Make Health Your Fashion 

Examining this spot form the United Nations Office on Drug and Crime through Kotler’s “5 Ps” model is an illuminating process. The “Product” and the “Price” of the desired behavior - not doing drugs- are linked. For the low price of not doing drugs, one may have the inverse of what we see happen to the characters (one will not become sore ridden, scarred with track marks, etc). The “Place” is an internet (or perhaps television) advertisement, meant to reach a young audience who hold the value of aesthetics dearly. The “Promotion” would likely be apart of a larger campaign with this message- it isn’t difficult to imagine posters and other videos sharing this same message. The “Position” here is interesting- this advertisement discourages drug use not for moral or noble means as many campaigns do, but through a value that could realistically resonate with many of the targeted audience- beauty. 

The Acoustic Guitar riff in F conveys hope and could be effectively used in a spot announcing a treatment program for PTSD or substance abuse.

The Fuzzy Riff in E conveys feelings of community and solidarity and could be used in a spot advocating a call to action for health policy lobbying.

The long, soft cello G note conveys feelings of loneliness and could be used in a fear based communication for the effects of not getting your child vaccinated.

The piano played in a dazed style in G conveys feelings of impending diaster and could be used in a spot discussing the realities of child food insecurity.

@globalcommunicationproject

Its noteworthy how two pieces of health communication can be structured so similarly, but can function so differently. The two selected spots, the lungs on cigarettes and the DOT speeding advertisement, have much in common. They utilize similar color schemes- predominantly black with white accents and a single color highlight- and they are both coming from a loss frame perspective. The lungs advertisement makes the claim that smoking will cause diminished lung capacity (loss) while the DOT advertisement makes the claim that speeding will cause a potential loss of life. 

The WHO’s World Immunization: close the immunization gap campaign is aimed at making sure that those who are in great need like those in third world countries have vaccinations against very deadly disease. On the main website they have a multitude of supplies and information. They have videos, campaign materials and basic information. In terms of announce I don’t really see a lot of information on when they’re having event but since it does seem like this is a campaign headed by the WHO I imagine they have material and methods to get people who need vaccines to the vaccination places. They also have information and material for World Immunization Week which is an announcement material. In terms of advise they have a plethora of information available to those with internet access. they have stats, and material, and videos with information about vaccinations. I don’t know if they have any material meant to “activate” since most of the places they are trying to target are very dispersed and challenging to access it falls on mainly the org. For advocating the WHO has a lot of campaigns and events in different countries that they have pictures of on the site. The also have a twitter feed at the bottom of the site to show what’s being tweeted and shared in terms of their campaign.

A short record scratch sound: For this one the first thing I thought of was the sound scratch -> freeze frame and then the character goes “oh hey… you’re probably wondering how I ended up here…” (ex. http://www.telegraph.co.uk/news/2016/09/02/record-scratch-freeze-frame-the-hilarious-meme-taking-over-the-i/). I think this could be used creatively in a video short that starts with a character that explains a health disparity or something like that.

Repeating musical synth loop effect, processed human voice: I think this sound is to foreign to have in a video with human actors. I think it could be used in a video with inanimate objects, where the environment and the objects in that environment tell the story.

Fuzzy electric guitar riff in E: definitely has an active and movement feeling to it. I think that it could be used in a montage-ish video, maybe for a exercise promotion campaign. It could also be used as the melody for a video that is meant to give a health message with people moving and dancing. 

A piano chord with an underwater reverb effect:  this sound could be used as a tone setter that travels throughout the video. I think because it’s a low tone it could be used in a message geared towards depression, or any disease in a sad context. I would use the sound 

My initial thoughts when I saw the two images was that the cigarette image didn’t have any form of urgency. It just seemed like it was almost trying to say that eventually a person will die but not today. This seemed to take away from the message that they’re trying to give which is to quit smoking. I also thought that it seemed like more of an art project that belonged in a art museum. It also didn’t give much information as to what to do which I find is common in a lot of smoking ads. They want you to quit but don’t tell you how to do it, or where to go for help. 

The speeding post had a live or die theme to it. I think it really made me aware of whether I speed in slower speed area. It had a call to action that was simple to do but maybe not simple to make people do it. I wonder if there was something in addition to this poster, like cops posted in areas where you’re supposed to drive 30mph. If not I wonder if this is enough to make people change behaviors. I might see this on a street and slow down initially, but eventually everyone reverts to their old driving.