Task 1
- 1. Social Action and Community Media Existing Product Research
- 2. Case Study: (campaign/organisation name) Purpose: The purpose of this advert is to; raise awareness, build relationships with subjects, change attitudes, provide information, bring about national change and campaign against drink driving. Aims: The aim is to put people off driving after having a drink. It basically says that you can be just a ‘little bit over’ the limit, but you cant be a little bit dead. 2Creative Media Production 2012
- 3. Techniques: They use a big bold font at the very top of the ad which catches your eye immediately. It is also featured in white which is a contrasting colour which stands out from the rest of the advert. Furthermore the text is heavily punctuated using full stops to help convey how serious both the message and subject are. They use the image to shock the reader as it hits quite hard. I shows a woman's body which has been covered by a sheet but her hair is left poking out the top and her arm is also not covered. There is also medical equipment of the floor around her as well as a pair of discarded latex gloves, indicating that paramedics attempted to revive her but failed. This adds to the impact that she couldn’t be saved and there was not hope for her. Also the fact that informal language used makes it seem more personal and also some people hate authority or being told what to do so this makes it seem less threatening and instead conveys a feeling of disappointment as opposed to hostility and dominance. 3Creative Media Production 2012 Case Study: (campaign/organisation name)
- 4. Impact: Evidence of any change being brought about through projects using words and or graphics. 4Creative Media Production 2012 Case Study: (campaign/organisation name) The graph below and the statistics to the right show that road accidents and casualties which involve alcohol have been greatly reduced. This is largely due to the change of attitude towards drink driving. 30 years ago it was much more acceptable to have a drink and drive home and many people would not question it or frown upon it, whereas now it is much more taboo. A huge factor in the change of attitude is all of the drink driving campaigns which has run throughout the British media. There is constantly an array of ads which are aired on British television as well as print ads which are displayed in many public areas such as bus stops and train stations etc.
- 5. Case Study: (campaign/organisation name) Purpose: The purpose of this advert is to; raise awareness, change attitudes, provide information, challenge dominant representations and agendas, campaign against smoking and bring about national change. It is obviously trying to encourage people to quit smoking and smoking around others. Aims: The aim is essentially to reduce the number of people who smoke, but it focuses on second hand smoke harming other people, especially children. 5Creative Media Production 2012
- 6. Techniques: The most prevalent technique which is used in this ad campaign is the use of shock. The images used shock the reader as they cleverly compare smoking around children to suffocating them with a plastic bag. The way they do this is by making the smoke appear to look like a plastic bag tied round the child's head. Furthermore the expression on the child's face is one of extreme distress, which is the first thing you notice when looking at the ad. If someone were to see this ad at a bus stop they would notice the expression on the child's face first and would analyse the poster more to find out what was causing the child distress. Additionally there is a small piece of text which is located I the lower section of the image. It is bordered by a box which mimics the shape of a cigarette and the text reads ‘Smoking isn’t just suicide, it’s murder.’. This is extremely emotive language which is a scare tactic provided for the encouragement of getting people to stop smoking. 6 Creative Media Production 2012 Case Study: (campaign/organisation name)
- 7. Impact: Evidence of any change being brought about through projects using words and or graphics. 7Creative Media Production 2012 Case Study: (campaign/organisation name) The statistics which are presented in the graph to the right show how drastic the reduction in the number of the people who smoke is. It shows that in the last 35 years the number of people over the age of 16 who smoke has more than halved. In 1975 51% of men smoked and 41% of women smoked, with the UK average being about 45%. In 2010 the figures had dropped significantly and the percentage of men who smoked was 22% with women being 20%. This is a huge difference and it shows how the attitude towards smoking has changed significantly. Additionally, laws have been put in place which prevent people from smoking inside public places such as bars, pubs, restaurants in the workplace etc. This has also had great effect on the numbers of people smoke as it discourages them due to the fact they have to go outside in the cold instead of being able to smoke almost anywhere.