Video 1 is actually a pretty effective fear commercial that exercises danger control over fear control. The reason it turns into danger control is because it takes the women being operated on and the graphic image and the makes it relevant to real life by showing her before the operation taking a regular good old smoking break.
The second mesage contains flashy distractors. It is a pretty common techniwue that takes an average situation (person sitting in a car smoking) and then takes us through their body in a flashy and fast way that creates a more striking effect. This is peripheral route because we dont ever really see the damage going on inside our bodies, but when something like this takes us through our insides in quick, somewhat edgy flash, it gives us a nice little subconcious blow to whats reall going on without having to over analyze it.
The third video is a rather interesting and award winning commercial that combines humor, knowledge, facts and information to hit the viewer. The strikingly ironic nature of the commercial makes us think much more. Its humorous tone actually creates and adverse reaction that I think is actually more effective than a straight ahead fear commercial. It turns what orginally seems to be one of those 'Truth' commercials that attacks a live tobacco company and turns it directly around into a musical that is effective in keeping the viewers attention, laughing a little, learning alot, and left feeling moved by the ending that brings it back to that original dark opening. You feel as though you have embarked on a multi-faceted journey with depth and breadth to the information and emotions displayed here which I think makes it a good two-sided communication ad.
Thursday, August 6, 2009
Friday, July 31, 2009
The Subliminal Messages and Credible Communicators (images below)
The subliminal messages are subtle and designed to hit our unconcious mind. The first image displays two guys smoking, while above them a hole is cut to resemble that of a burial and surrounding the abstract burial hole is a priest and family members resembling a funeral setting.
The second image is also quite subtle. It shows a rather good looking, yong women smoking in a chair, but her reflection is that of an old women. This subtely depicts the premature againg effects of smoking.
For the 'Credible Communicators', I first chose President Obama (credibility seemingly obvious being he is the leader of our nation). The quote comes from an AOL news article that talks about an anti-smoking bill the president recently signed. President Obama was not only a younger smoker, but struggled with it throughout his adult life as well. I thought this was actually helpful to the campaign because it lets people know that even a man in his position can relate.
The second credible speaker I used was Roger Ebert. Ebert is safely acknowledged as the greatest film critic of our time. A brilliant writer, he has published a number of books, essays, and appeared on television for years. These views on smoking come from his blog or journal. I consider him a credible speaker because of his intelligence and incredible power to influence and enlighten others by bestowing his film reviews upon the world.
The second image is also quite subtle. It shows a rather good looking, yong women smoking in a chair, but her reflection is that of an old women. This subtely depicts the premature againg effects of smoking.
For the 'Credible Communicators', I first chose President Obama (credibility seemingly obvious being he is the leader of our nation). The quote comes from an AOL news article that talks about an anti-smoking bill the president recently signed. President Obama was not only a younger smoker, but struggled with it throughout his adult life as well. I thought this was actually helpful to the campaign because it lets people know that even a man in his position can relate.
The second credible speaker I used was Roger Ebert. Ebert is safely acknowledged as the greatest film critic of our time. A brilliant writer, he has published a number of books, essays, and appeared on television for years. These views on smoking come from his blog or journal. I consider him a credible speaker because of his intelligence and incredible power to influence and enlighten others by bestowing his film reviews upon the world.
The Classical Conditioning approach
The first section, "Classical Conditioning" depicts Brooke Shields in the first image from a 1980 ad which "evoke a playfully negative image of cigarettes and smoking." (http://www.nlm.nih.gov/exhibition/visualculture/celebrity.html) It was right after a controversial model shoot she did for Calvin Klein, therefore associating an attractive and edgy figure who would more specifically influence younger women to boost the fight against tobacco smoking.
The second image (also a little older but relative and important to see the history as well), is a 1986 image of the then host of 'Good Morning America' used to lead a campaign against pregnant smokers. They both depict good looking women in the fight against smoking towards a specific audience. Even though they are both celebrities, I still used them as classical conditioning. There is a lack of random attractive people against smoking, but mostly just because they are models and television stars does not always make them credible or as credible as the ones I chose.
The third image is one of intensity. These are popular ads in Britian, but all other European countries seem to take a more intensive approach (even the packs display gruesome pictures of the effects of smoking) as opposed to creative or ssubliminal.
The second image (also a little older but relative and important to see the history as well), is a 1986 image of the then host of 'Good Morning America' used to lead a campaign against pregnant smokers. They both depict good looking women in the fight against smoking towards a specific audience. Even though they are both celebrities, I still used them as classical conditioning. There is a lack of random attractive people against smoking, but mostly just because they are models and television stars does not always make them credible or as credible as the ones I chose.
The third image is one of intensity. These are popular ads in Britian, but all other European countries seem to take a more intensive approach (even the packs display gruesome pictures of the effects of smoking) as opposed to creative or ssubliminal.
Credible Communicators
"Look, I hate smoking....I avoid smokers. It isn't allowed in our house. When I see someone smoking, it feels like I'm watching them bleed themselves, one drip at a time." -Roger Ebert (http://blogs.suntimes.com/ebert/2008/10/thank_you_for_smoking.html)
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