RSA Ad Deconstruction
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RSA Ad Deconstruction

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    RSA Ad Deconstruction RSA Ad Deconstruction Presentation Transcript

    • MG509 Advertising & Marketing CommunicationsAdvertisement-DeconstructionGroup 5:Maeve McQuillan x 21st Oct. 2010 Seánpaul Walsh xx
    • Overview
      Introduction
      Background
      Advert
      Target
      Objectives
      Insight
      Strategy
      Tactics
      Effectiveness
    • Background
      239
      128
      40
      38
      27
      7
      Road Safety Authority 2009 Collision Report, rsa.ie
    • 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 Need
      • 4 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 III
      Sound:
      • 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
      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
    • Thank You For Your Time & AttentionQuestions?
    • 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.