MG509 Advertising & Marketing Communications

Advertisement-Deconstruction

Group 5:Maeve McQuillan x 21st Oct. 2010 Seánpaul Walsh x x

Overview

I. Introduction

II. Background

III. Advert

IV. Target

V. Objectives

VI. Insight

VII. Strategy

VIII.Tactics

IX. Effectiveness

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

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

The Company

– Lyle Bailie International Ltd

– Belfast

– Specialists in Behavioral/Attitude Change

Target

– Target:

– Males: 17-34 Years old

– Sub Target & Strategy:

– General Public: Concern & Awareness

Road Safety Authority “He Drives, She Dies” Campaign Resources, rsa.ie

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

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

Human Need4 Levels of Maslow’s Hierarchy

Physiological

Safety

Love/Belonging

Esteem

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

Tactics I Story/Setting:

•11 Characters•2 Deaths•3 Fatalities•11 Effected excl. Guards•Relatable Scenery•Innocent Theme•Memorable

Tactics II Vision•Dull Lighting•11 Incidents of Blood•Graphic Imagery•Facial Expressions-Empathy•Action Vs. Visual Effects

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

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

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

Thank You For Your Time & Attention

Questions?

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.