Executive Summary This report is to analyse Metro Train Australia and McCann’s “Dumb Ways to Die” Campaign, launched on November 2012 in Australia (Dmub Ways To Die, 2012). Featuring a three-minute video advertisement accompanied by their theme song ‘Dumb Ways to Die’. Seeing as how this campaign went viral, worldwide, in less than a week after its launch in Australia, this report will be analysing the different theories used during this successful campaign. Also, a SWOT analysis is conducted and, it could be seen that they have a few weaknesses to be improved on. Background The campaign theme song Dumb Ways to Die features a three-minute music video of 21 cartoon characters dying through stupid mistakes, such as swimming with piranhas. …show more content…
Also, a video game was made for ios and android to play for free. This is good to attract young children and teenagers, at the same time educate them about safety. The song is available on iTunes to be downloaded. As for social media, Metro Train Australia has been vigorously promoting their advertisement on sites like Tumblr, where all the young teenagers gather for this generation. Theories of Persuasion could be seen in the campaign as well. The creator, McCann and Metro Train predicted that people would follow all 4 stages. The public were aware of this campaign when it launched and it was even made viral on the internet. The public then individually decided if the liked the campaign in the ‘Attitude’ stage. Next, they decided the credibility and reliability of the campaign by either past experience or research in the ‘Beliefs’ stage. Lastly, in the ‘Behaviour’ stage, they acted upon by being more aware and careful around …show more content…
It might have appealed to the younger generation in the wrong way and it also might have sent mixed signals to certain people. For instance, this campaign was banned from Russia, in fear that the video would spark new ideas to commit suicide. Opportunity Metro Train can now take this opportunity to re-introduce train safety guidelines and expand their campaign, worldwide. Threat One of the threats faced by Metro Train Australia for this campaign are parodies. Seeing as how this campaign went viral within the first week, and even charted iTunes within 24 hours, there were other content creator that parodied their video and thus giving Metro Train a bad image due to some viewers thinking it was never a serious PSA to begin with. Suggestions Although the video is family friendly and graphically friendly as well, the campaign would have been an even more success by changing the video and lyrics to the song with less content of death. Instead of visualizing death, it could be improved by showing a character helping another character avoid accidents and death.
“Every day in America, another 27 people die as a result of drunk driving crashes” (MADD). Budweiser, one of the first national beer brands founded in America, is currently the number three beer brand in the United States. In their “Friends are Waiting” commercial, the viewers see the emotional connection between an affectionate owner and his playful dog. This commercial mainly targets young adults because it is more likely for them to go out and drink. By using these rhetorical appeals: ethos, pathos, and logos; the Budweiser team persuades the readers to always come back home because someone is waiting.
Hurricane Katrina was a devastating storm that destroyed the lives of many New Orleanians. A storm that caused the people to be in a bad predicament. In the reading, “The Deadly Choices at Memorial” by Sheri Fink, is a story about events that are shadowed and never acknowledged until introduced. In other words, many of the stories that followed the storm were about the houses that were destroyed, the complex evacuation process, animals that were lost, or even the fridges that were destroyed but uplifting notes were left on it, but never the complicity of the hospitals and hospital staff that monitored the injured people.The story describes the scenery of the hospital. Many of the workers are tired and overworked due to power shortages and
This advertisement from the American Society for the Prevention of Cruelty to Animals (ASPCA) immediately affects the viewer’s emotions. By playing sad music in the background while images of scared and injured animals pass the screen, the creators of this advertisement are successful in compelling many viewers to open up their wallets and donate to the cause. Through the use of common rhetorical devices as well as less obvious strategies, this advertisement targets the viewer’s mind and succeeds in its goal of presenting the topic as a problem that needs to be solved. However, it is interesting to consider whether the problem that should be addressed is really animal neglect or something bigger, like the fact that many citizens prioritize
Often Advertising uses persuasion to inform the audience; in fact it is the most import aspect to advertising. Advertising would simply be a conversation between the communicator and their recipients if persuasion weren’t present. Although the basic purposes are to inform and persuade, it is left to the audience when it comes to differentiating between factual information and unethical persuasive tactics. The persuader, wishes for the consumer to act or believe in a certain way. Whether sought after actions are positive or negative, ends up being the question. In the modern world it has become more difficult to differentiate between truths and untruths; mainly due to the technological advances in advertising medium. Differentiating between facts and propaganda becomes increasingly more challenging when it comes to politics. Whether it is an election for student senate or the United States general election for Presidency; there are a lot of factors weighing in on the decision process. During an election year, persuasive tactics become essential in the success of a campaign. Although many voters have made up their minds when they are first bombarded by the political campaigning, these pre-developed opinions are not viewed as an impenetrable force by the campaigner. The campaigner typically recognizes these patterns in opinion and instead aims to persuade them from a different angle, most commonly the emotions surrounding the issues rather than the issues themselves. This paradigm changed in political persuasion was first seen September 7, 1964 when a rattling ad for Lynden Johnson played over NBC. The ad now known as “Daisy Girl” forever changed political persuasion in advertising. With this change came the issue of ethi...
Channel Seven also refused on the grounds that the ad was “distasteful” and “potentially offensive”. Channel Nine did run the ad for four days, but then pulled the ad from their schedule, citing “coding errors”. Both Fairfax Media and ABC ran the ad in their news coverage.
Similar to news in its widespread marketing, publicity is another method in which people’s minds are reprogrammed, this time by the merchandisers. Publicity attempts to ingrain concepts and transmit political and commercial messages into the consumer’s minds, in an endeavor to make them buy specific goods. They do this by constantly exposing the people to the products through their repeated displayal on various mediums. Billboards and posters can be found on most highways, and in nearly all cities around the world. Consequently they push ideas at the consumer any time he/she travels on foot, by car, or even uses the public transport systems.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
A. Cartoon Wars I(s10e03) -. South Park. Comedy Central. 5 Apr. 2006. The 'Standard' of the 'Standard'.
Jean Kilbourne is passionate about an array of topics when it comes to advertising, but her message is clear: we cannot escape advertisements and they are influencing our minds. Socialization and the Power of Advertising illustrates this using children and consumerism. Killing Us Softly 4’s main example is women. Either way, advertisements are negatively impacting us and, as Kilbourne points out, it’s getting worse. Whatever the solution is, we have to put an end to the experience of being immersed in an advertising
that are pleasing to the senses. The central route is used to reach people who are more motivated and analytical, while people who are less analytical and less involved aremore likely to be influenced by the peripheral route. In advertising a combination of the two is common and effective. Computer ads relyprimarily on the central route, because their target audiences are perceived as highly analytical. Promotion for alcohol and tobacco products employ the peripheral route because they wish to draw attention away from thepossible negative effects that they are, in reality, associated with. To truly understand the effects of persuasion it is necessary to break the actdown to its smaller components. The for elements of persuasion are 1.) The communicator, 2.) The message content, 3.) How it is communicated, and4.) The receiver of the message. The content of the message is important but also whoever gives the message has an effect on people¹s acceptance ofit. The major determinant of the communicator¹s success are his/herperceived credibility and attractiveness. Credibility, or believability
Overall, Sony has created an advertisement, which may be easily interpreted by different audiences as racist from. Audiences whom are affected by an ethical value against racism will condemn this advertisement for its inconsiderate use of imagery, misleading text, and use of shock. Different audiences will always view advertisements from different perspectives; however, advertisers must consider the ‘taboos’ of today’s world from a global perspective when creating advertisements to avoid such hysteria or in order to evoke it in order to receive more attention, which may have been Sony’s true purpose.
...ila. "Youth And The (Potential) Power Of Social Media."Youth Studies Australia 32.3 (2013): 69. Advanced Placement Source. Web. 14 Apr. 2014.v
In other words, the implementation of revealing advertisements on social media plays a crucial role in allowing teenagers the opportunity to engage in benevolent acts and mitigate the negative effects. In addition, advertisements promote positivity and induce universalism that builds understanding, appreciation, and protection for the welfare of all people and for nature.
More specifically, epistemology also contains three philosophical positions: positivism, realism and interpretivism (Saunders, Lewis and Thornhill, 2009). Positivism stance usually supports investigating or studying an observable social reality and the final production could be “law-like generalisations similar to those produced by the physical and natural scientists” (Remenyi et al. cited in Saunders, Lewis and Thornhill, 2009, p113). It is effective to generate a research strategy to collect the creditable data which comes from observable reality therefore contributing to developing hypotheses (Saunders, Lewis and Thornhill, 2009). In this study, we aim at exploring the creditable and measurable results from individuals in order to understand the influence of surprise on viral marketing via social media in perspectives of message characteristics. Thus, the philosophy of positivism will be adopted in this study for collecting creditable data from the subjects to produce some “law-like generalisations”. However, it is always difficult to decide whether interpretivism should be applied to conduct a deeper analysis relating to subjects’ attitude for the sake of enhancing the precision. More complicated, such a dilemma would often lead to the reflection of realism, which is divided into direct realism and critical realism (Saunders, Lewis and Thornhill, 2009).
Social media is a phrase being thrown around a lot these days, but it can be difficult to answer the question “What really is Social media?” Social media is essentially the websites and applications we use to create and share content about our every day lives, through participation on various sites. Information technology (IT) is the category that social networking falls under, and is rapidly changing while being integrated into many areas of modern day Australian life. The reason being, children of the 21st century are considered the digital generation. It’s the latest technology that spreads information faster than any other media around the world; and this is why social media is appealing to the ‘digital generation’. Social media has a number of positive characteristics in every day life, however there are also a number of negatives that correlate. The negatives of social media have not only been proven to damage the well being of individuals, furthermore their families and communities also feel the effects.