MG509 Advertising & Marketing

Communications

Advertisement-Deconstruction

Group 5:
Tianye Han 10211237
Maeve McQuillan 57348398 21st Oct. 2010
Seánpaul Walsh 56407587 Mr. Donal Clancy
 Team Members

Seánpaul Walsh Maeve McQuillan Tianye Han

 Overview

I. Introduction I. Insight
II. Background II. Strategy
III. Advert III. Tactics
IV. Target IV. Effectiveness
V. Objectives
 Background
2009 Number of Deaths

Total 239
Drivers 128
Pedestrians 40
Passengers 38
Bikers 27

Cyclists 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 2007 2008 2009

Statistics Death Rate: 338 279 239(252*)
Average
Monthly 28 23 20
Fatality Rate:
– Measure of
Effectiveness: Road Safety Authority 2007,2008,2009 Collision Reports, rsa.ie

Re-Released
October 11th
2010
 Conclusion
Objectives
– Does the Advert meet the Reduce Speeding

objectives? Long Term Goal of

Reducing No. Of
Deaths
– Get:
Create Awareness
– Male Drivers 17-34 and Concern of
Dangers
– To:
Show Effects of
– Reduce Speed & Drive Carefully Speeding to all
parties
Reinforcing of
– By: Safety on Roads

– Instilling Fear based Advertising

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.