Rsa Mg509 Ad Deconstruction

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MG509 Advertising & MarketingMG509 Advertising & MarketingCommunicationsCommunications

AdvertisementAdvertisement--DeconstructionDeconstruction

Group 5:Group 5:Tianye HanTianye Han 10211237 10211237

Maeve McQuillanMaeve McQuillan 5734839857348398 2121stst Oct. 2010Oct. 2010

Senpaul WalshSenpaul Walsh 5640758756407587 Mr. Donal ClancyMr. Donal Clancy


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Senpaul Walsh

Team MembersT

eam Members

aeve c uillan ianye an


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OverviewOverview

I. Introduction

II. Background

III. Advert

IV. Target

V. Objectives

VI. Insight

VII. Strategy

VIII.Tactics

IX. Effectiveness


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B

ackgroundB

ackground

2009 Number ofDeaths

Total

Drivers

Pedestrians

Passengers

Bikers

Cyclists

Road Safety Authority 2009 Collision Report, rsa.ie

239

128

40

38

27

7


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BackgroundBackground

Mini Campaign Speeding

Within RSA 2012 Death Reduction Strategy

OriginallyApril 2007

60 Seconds

DOENI, RSA, Norwich Union &AvivaAssociated

Launched on Television,Online,Billboards and Radio


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The CompanyThe Company

Lyle Bailie International Ltd

Belfast

Specialists in Behavioral/Attitude Change


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TargetTarget

Target:

Males: 17-34 Years old

Sub Target & Strategy:

General Public: Concern &Awareness


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


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ObjectivesObjectives

Reduce Speeding

Long Term Goal ofReducing No.OfDeaths

CreateAwareness and Concern ofDangers

ShowEffects ofSpeeding to all parties

Reinforcing ofSafety on Roads


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InsightInsight

Insight is Vulnerability

Viewers Empathy

Relatable

Could this happen to me?

Who wouldbe affected ifIwas involved?

Diminish the invincibilityfactor

Emotional


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Human NeedHuman Need

4 Levels ofMaslows Hierarchy

Physiological

Safety

Love/Belonging

Esteem


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StrategyStrategy

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)

LeventhalEtAl (1965, 1967) argues more fear more behavioural

change

Kelly & Edwards (1992) identifies two key areas

Personal

Relevance


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Tactics ITactics I

Story/Setting:

11 Characters

2 Deaths

3 Fatalities

11 Effected excl.

GuardsRelatable Scenery

Innocent Theme

Memorable


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Tactics IITactics II

Vision

Dull Lighting

11 Incidents of

BloodGraphicImagery

Facial

Expressions-

Empathy

Action Vs.Visual

Effects


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EffectivenessEffectiveness

Proofis in the

Statistics

Measure of

Effectiveness:

Re-ReleasedOctober 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


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ConclusionConclusion

Does theAdvert meet the

objectives?

Get:

Male Drivers 17-34

To:

Reduce Speed & Drive Carefully

By:

Instilling FearbasedAdvertising

Objectives

Reduce Speeding

Long Term Goal of

Reducing No.Of

Deaths

CreateAwareness

and Concern of

Dangers

ShowEffects of

Speeding to all

parties

Reinforcing of

Safety on Roads


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Thank You For Your Time & AttentionThank You For Your Time & Attention

Questions?Questions?


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BibliographyBibliography

Meenaghan & OSullivan, 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.

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