RSA Ad Deconstruction

834 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
834
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

RSA Ad Deconstruction

  1. 1. MG509 Advertising & Marketing CommunicationsAdvertisement-DeconstructionGroup 5:Maeve McQuillan x 21st Oct. 2010 Seánpaul Walsh xx<br />
  2. 2. Overview<br />Introduction<br />Background<br />Advert<br />Target<br />Objectives<br />Insight<br />Strategy<br />Tactics<br />Effectiveness<br />
  3. 3. Background<br />239<br />128<br />40<br />38<br />27<br />7<br />Road Safety Authority 2009 Collision Report, rsa.ie<br />
  4. 4. Background<br />Mini Campaign “Speeding” <br />Within RSA 2012 Death Reduction Strategy<br />Originally April 2007<br />60 Seconds<br />DOE NI, RSA, Norwich Union & Aviva Associated<br />Launched on Television, Online, Billboards and Radio<br />
  5. 5. The Company<br />Lyle Bailie International Ltd<br />Belfast<br />Specialists in Behavioral/Attitude Change<br />
  6. 6. Target<br />Target:<br />Males: 17-34 Years old<br />Sub Target & Strategy:<br />General Public: Concern & Awareness<br />
  7. 7. Road Safety Authority “He Drives, She Dies” Campaign Resources, rsa.ie<br />
  8. 8. Objectives<br />Reduce Speeding<br />Long Term Goal of Reducing No. Of Deaths<br />Create Awareness and Concern of Dangers<br />Show Effects of Speeding to all parties<br />Reinforcing of Safety on Roads<br />
  9. 9. Insight<br />Insight is Vulnerability<br />Viewer’s Empathy<br />Relatable<br />“Could this happen to me?”<br />“Who would be affected if I was involved?”<br />Diminish the “invincibility” factor<br />Emotional<br />
  10. 10. Human Need<br /><ul><li>4 Levels of Maslow’s Hierarchy
  11. 11. Physiological
  12. 12. Safety
  13. 13. Love/Belonging
  14. 14. Esteem</li></li></ul><li>Strategy<br />“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)<br />Leventhal Et Al (1965, 1967) argues “more fear more behavioural change”<br />Kelly & Edwards (1992) identifies two key areas<br />Personal<br />Relevance<br />
  15. 15. Tactics I<br />Story/Setting:<br /><ul><li>11 Characters
  16. 16. 2 Deaths
  17. 17. 3 Fatalities
  18. 18. 11 Effected excl. Guards
  19. 19. Relatable Scenery
  20. 20. Innocent Theme
  21. 21. Memorable</li></li></ul><li>Tactics II<br /> Vision<br /><ul><li>Dull Lighting
  22. 22. 11 Incidents of Blood
  23. 23. Graphic Imagery
  24. 24. Facial Expressions-Empathy
  25. 25. Action Vs. Visual Effects</li></li></ul><li>Tactics III<br />Sound:<br /><ul><li>Music
  26. 26. Avrutm Q & A
  27. 27. Haunting, Raw, Loud Texture
  28. 28. Sound Effects
  29. 29. Screaming
  30. 30. Timing is Perfect(in Queue)
  31. 31. Dialogue In Court
  32. 32. “How Precious people are to each other and fear of losing them” Lyrics
  33. 33. I can’t Take my eyes off you</li></li></ul><li>Effectiveness<br />Proof is in the Statistics<br />Measure of Effectiveness: Re-Released October 11th 2010<br />Road Safety Authority 2007,2008,2009 Collision Reports, rsa.ie<br />
  34. 34. Conclusion<br />Does the Advert meet the objectives?<br />Get: <br />Male Drivers 17-34 <br />To: <br />Reduce Speed & Drive Carefully<br />By: <br />Instilling Fear based Advertising<br />
  35. 35. Thank You For Your Time & AttentionQuestions?<br />
  36. 36. Bibliography<br />Meenaghan & O’Sullivan, Marketing Communications in Ireland<br />Rsa.ie [online], various reports sourced within slides<br />Belch & Belch, Advertising and Promotion, 8th edition.<br />Heapy. M (2002), ‘Fear appeals in road safety advertisements : an investigation into the perspectives of young males in Ireland.’, DCU Library.<br />

×