rsa ad deconstruction
TRANSCRIPT
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MG509 Advertising & Marketing Communications
Advertisement-Deconstruction
Group 5:Maeve McQuillan x 21st Oct. 2010 Seánpaul Walsh x x
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Overview
I. Introduction
II. Background
III. Advert
IV. Target
V. Objectives
VI. Insight
VII. Strategy
VIII.Tactics
IX. Effectiveness
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Background
2009 Number of Deaths
Total
Drivers
Pedestrians
Passengers
Bikers
Cyclists
Road Safety Authority 2009 Collision Report, rsa.ie
239
128
40
38
27
7
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Background
– Mini Campaign “Speeding”
– Within RSA 2012 Death Reduction Strategy
– Originally April 2007
– 60 Seconds
– DOE NI, RSA, Norwich Union & Aviva Associated
– Launched on Television, Online, Billboards and Radio
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The Company
– Lyle Bailie International Ltd
– Belfast
– Specialists in Behavioral/Attitude Change
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Target
– Target:
– Males: 17-34 Years old
– Sub Target & Strategy:
– General Public: Concern & Awareness
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Road Safety Authority “He Drives, She Dies” Campaign Resources, rsa.ie
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Objectives
– Reduce Speeding
– Long Term Goal of Reducing No. Of Deaths
– Create Awareness and Concern of Dangers
– Show Effects of Speeding to all parties
– Reinforcing of Safety on Roads
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Insight
– Insight is Vulnerability
– Viewer’s Empathy
– Relatable– “Could this happen to me?”
– “Who would be affected if I was involved?”
– Diminish the “invincibility” factor
– Emotional
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Human Need4 Levels of Maslow’s Hierarchy
Physiological
Safety
Love/Belonging
Esteem
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Strategy
– “Fear appeals are persuasive messages designed to scare people by
describing the terrible things that will happen to them if they do not
do what the message recommends”,(Witte, 1992, p.330)
– Leventhal Et Al (1965, 1967) argues “more fear more behavioural
change”
– Kelly & Edwards (1992) identifies two key areas
– Personal
– Relevance
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Tactics I Story/Setting:
•11 Characters•2 Deaths•3 Fatalities•11 Effected excl. Guards•Relatable Scenery•Innocent Theme•Memorable
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Tactics II Vision•Dull Lighting•11 Incidents of Blood•Graphic Imagery•Facial Expressions-Empathy•Action Vs. Visual Effects
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Tactics IIISound:•Music•Avrutm Q & A
•Haunting, Raw, Loud Texture•Sound Effects•Screaming•Timing is Perfect(in Queue)•Dialogue In Court•“How Precious people are to each other and fear of losing them” Lyrics•I can’t Take my eyes off you
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Effectiveness
– Proof is in the Statistics
– Measure of Effectiveness: Re-Released October 11th 2010
2007 2008 2009
Death Rate: 338 279 239(252*)Average Monthly
Fatality Rate:28 23 20
Road Safety Authority 2007,2008,2009 Collision Reports, rsa.ie
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Conclusion
– Does the Advert meet the
objectives?– Get:
– Male Drivers 17-34
– To:
– Reduce Speed & Drive Carefully
– By:
– Instilling Fear based Advertising
Objectives
Reduce Speeding
Long Term Goal of Reducing No. Of Deaths
Create Awareness and Concern of Dangers
Show Effects of Speeding to all partiesReinforcing of Safety on Roads
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Thank You For Your Time & Attention
Questions?
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Bibliography
– Meenaghan & O’Sullivan, Marketing Communications in Ireland– Rsa.ie [online], various reports sourced within slides– Belch & Belch, Advertising and Promotion, 8th edition.– Heapy. M (2002), ‘Fear appeals in road safety advertisements : an
investigation into the perspectives of young males in Ireland.’, DCU Library.