Link to full movie: http://megashare.sc/watch-mean-girls-online-TVRZNQ
PSA: Mean Girls, Movie
The movie Mean Girls is a motion picture drama that was released in the year 2004. The film depicts a high school with a defined social scene where a new female student is forced into certain cliques. She experiences the judgments and prejudices of high school girls throughout the movie and is subjected to verbal and physical harassment. The film serves as an entertaining fictional depiction of high school life, but maintains a positive message against high school bullying. I encountered this film earlier this semester while watching it online.
The target audience of the film is young girls, specifically individuals who were victims of physical or mental bullying in junior high or high school. The film became extremely popular amongst teenagers and reached a wide audience of both genders.
The objectives of the film were to depict the ruthless nature of social bullying that occurs in schools across America and to offer solutions to bullying issues. The movie depicts several popular high school stereotypes or cliques and emphasizes that some are thought to be cooler than others. While it points these things out, the film satirically overplays the role of cliques in social life and makes light of the ridiculousness of social pressures. The film discusses the roles of social groups in schools and demonstrates that one has the ability to transcend their group or typical stereotypes.
The film does a tremendous job of integrating the positive message within the plot of the story. One does not feel as though the message is being forced to them and as the movie progresses, the viewer cannot help but sympathize with the victims of bullying. The film causes behavior change through entertainment education and does a tremendous job of embedding the message in the plot.
One question I would ask the director is how he measured the impact the film had on bullying in schools across America.
I thought this film was successful in creating change as it was extremely engaging and entertaining, but I took away a much greater message than simply enjoying it. After watching the film one cannot help but consider times in which they may have bullied others and how they can be better towards others.
Saturday, April 18, 2015
Journal #9
PSA: https://www.youtube.com/watch?v=Rh8GbPnoqCI
This is an anti-marijuana commercial sponsored by an anti-drug organization called Above The Influence. I encountered this ad on Youtube while watching anti-drug commercials. Above The Influence aims to help teenagers stand up to the influences and pressures of using drugs and alcohol. I encountered this video online while watching anti-marijuana ads.
The target audience of this ad is marijuana smokers as well as individuals who are contemplating using the drug. The video mentions that the user "just started smoking spot" and highlights the detrimental impact it has immediately had.
The objectives of the video were to demonstrate the negative impact that smoking weed can have on an individual and the secondary impact that it will have on one's relationships. The video is not particularly moving or powerful as a result of its hyperbolization of the effects of marijuana. The video portrays the "high" individual as deflated and lifeless on the couch. While it represents the individual's inability to perform at max capability, any individual watching the video understands that marijuana does not actually cause these symptoms. The video's over-dramatization makes it somewhat comical and diminishes the message.
This PSA and campaign employs a top-down approach using health education/promotion to tell the audience how to act. The video demonstrates that smoking weed is detrimental to you physically and socially and condemns anyone who smokes weed. While the video is attempting to deter the audience from a certain action, the ridiculousness of their representation is off-putting.
One question I would ask the director of the campaign is how they went about spreading the media and why those decision were made.
I did not think this PSA was particularly effective as it's intentions were good, but the execution was poor. Watching the video, I can easily understanding what their intended message is, but the content is unbelievable and is not relatable at all.
This is an anti-marijuana commercial sponsored by an anti-drug organization called Above The Influence. I encountered this ad on Youtube while watching anti-drug commercials. Above The Influence aims to help teenagers stand up to the influences and pressures of using drugs and alcohol. I encountered this video online while watching anti-marijuana ads.
The target audience of this ad is marijuana smokers as well as individuals who are contemplating using the drug. The video mentions that the user "just started smoking spot" and highlights the detrimental impact it has immediately had.
The objectives of the video were to demonstrate the negative impact that smoking weed can have on an individual and the secondary impact that it will have on one's relationships. The video is not particularly moving or powerful as a result of its hyperbolization of the effects of marijuana. The video portrays the "high" individual as deflated and lifeless on the couch. While it represents the individual's inability to perform at max capability, any individual watching the video understands that marijuana does not actually cause these symptoms. The video's over-dramatization makes it somewhat comical and diminishes the message.
This PSA and campaign employs a top-down approach using health education/promotion to tell the audience how to act. The video demonstrates that smoking weed is detrimental to you physically and socially and condemns anyone who smokes weed. While the video is attempting to deter the audience from a certain action, the ridiculousness of their representation is off-putting.
One question I would ask the director of the campaign is how they went about spreading the media and why those decision were made.
I did not think this PSA was particularly effective as it's intentions were good, but the execution was poor. Watching the video, I can easily understanding what their intended message is, but the content is unbelievable and is not relatable at all.
Journal #8
PSA: https://www.youtube.com/watch?v=7PCkvCPvDXk
This is the music video for the song "All About That Bass" by Meghan Trainor. "All About That Bass" was a song written in 2014 as a result of the body image movement in the USA. A highly debated topic, body shaming and body image have recently become the forefront of the modeling conversation in America as a result of photoshop and skinny models creating an unreal image for young teenage girls. Meghan Trainor wrote the song "All About That Bass" to combat body image and teach young girls to be proud of their bodies.
The intended audience for this song was women, specifically teenagers, who are sub-conscious of their body image as a result of the modeling community. The song could also reach a secondary audience of individuals who body shame others and do not realize the impact that it could have on those individuals.
The objectives of the song is to combat the ideal image of skinny girls and to teach young women that they should be proud of their bodies. The song includes the lines:
This is the music video for the song "All About That Bass" by Meghan Trainor. "All About That Bass" was a song written in 2014 as a result of the body image movement in the USA. A highly debated topic, body shaming and body image have recently become the forefront of the modeling conversation in America as a result of photoshop and skinny models creating an unreal image for young teenage girls. Meghan Trainor wrote the song "All About That Bass" to combat body image and teach young girls to be proud of their bodies.
The intended audience for this song was women, specifically teenagers, who are sub-conscious of their body image as a result of the modeling community. The song could also reach a secondary audience of individuals who body shame others and do not realize the impact that it could have on those individuals.
The objectives of the song is to combat the ideal image of skinny girls and to teach young women that they should be proud of their bodies. The song includes the lines:
"I see the magazines working that PhotoshopWe know that shit ain't realCome on now, make it stopIf you got beauty beauty just raise 'em up'Cause every inch of you is perfectFrom the bottom to the top"
These lines are intended to teach young women that the models they see in ads are not real and that the skinny image is fake.
The song employs entertainment education, using a musical platform to send the message against body shaming. Using her position of fame, Meghan Trainor embedded the positive message in an entertaining format that is easily spread and widely consumed.
One question I would ask Meghan Trainor is how she measured the impact of the song and what other ways she has helped address the issue outside of music?
This song is a brilliant method of creating change. The entertaining song is widely listened to by its intended audience and one cannot help but understand the message in its lyrics.
These lines are intended to teach young women that the models they see in ads are not real and that the skinny image is fake.
The song employs entertainment education, using a musical platform to send the message against body shaming. Using her position of fame, Meghan Trainor embedded the positive message in an entertaining format that is easily spread and widely consumed.
One question I would ask Meghan Trainor is how she measured the impact of the song and what other ways she has helped address the issue outside of music?
This song is a brilliant method of creating change. The entertaining song is widely listened to by its intended audience and one cannot help but understand the message in its lyrics.
Journal #7
PSA: https://www.youtube.com/watch?v=hlVBg7_08n0
This is the music video for the song Same Love by Macklemore and Ryan Lewis. Same Love was a song written in 2012 around the time when same-sex marriage was a highly debated topic in the United States and many states were considering legalizing it. The song and music video served as proponents for same-sex marriage.
The intended audience for this song was all people across America with an emphasis on those who are against same-sex marriage or are prejudice against gays. The video and song could also reach individuals who are gay and do not feel proud or courageous enough to tell others.
The objectives of the song are to convince people that same-sex marriage should be legal and that there is no reason that gays should be treated differently as people. The song also emphasizes that homosexual individuals are not gay by choice, but are innately that way. The song not only encourages people to treat gays the same as everyone else, but also hopes to inspire gay individuals to be proud of who they are.
The song employs entertainment education, using a musical platform to send the message in support of gays and same-sex marriage. Macklemore, a very popular musician, used his position of authority to take a stance on the issue and spread the idea of acceptance. The video and song also employ media advocacy, creating a discussion around same-sex marriage and many of the lines in the song are aimed directly at policy makers calling for change. For example, one line states "The right wing conservatives think its a decision, and you can be cured with some treatment or religion." There are many parts of the song that call out political parties and demonstrate that the people should be calling for change.
One question I would ask Macklemore and Ryan Lewis is what inspired them to write the song and in what ways they felt the impact the song had?
This song was particularly moving and effective due to the timing of its release. While it may not have led to any real influence in policy change, it created a widespread discussion around the treatment of homosexuals and encouraged large amounts of people.
This is the music video for the song Same Love by Macklemore and Ryan Lewis. Same Love was a song written in 2012 around the time when same-sex marriage was a highly debated topic in the United States and many states were considering legalizing it. The song and music video served as proponents for same-sex marriage.
The intended audience for this song was all people across America with an emphasis on those who are against same-sex marriage or are prejudice against gays. The video and song could also reach individuals who are gay and do not feel proud or courageous enough to tell others.
The objectives of the song are to convince people that same-sex marriage should be legal and that there is no reason that gays should be treated differently as people. The song also emphasizes that homosexual individuals are not gay by choice, but are innately that way. The song not only encourages people to treat gays the same as everyone else, but also hopes to inspire gay individuals to be proud of who they are.
The song employs entertainment education, using a musical platform to send the message in support of gays and same-sex marriage. Macklemore, a very popular musician, used his position of authority to take a stance on the issue and spread the idea of acceptance. The video and song also employ media advocacy, creating a discussion around same-sex marriage and many of the lines in the song are aimed directly at policy makers calling for change. For example, one line states "The right wing conservatives think its a decision, and you can be cured with some treatment or religion." There are many parts of the song that call out political parties and demonstrate that the people should be calling for change.
One question I would ask Macklemore and Ryan Lewis is what inspired them to write the song and in what ways they felt the impact the song had?
This song was particularly moving and effective due to the timing of its release. While it may not have led to any real influence in policy change, it created a widespread discussion around the treatment of homosexuals and encouraged large amounts of people.
Journal #6
PSA: Breaking Bad: Season 2, episode 12 "Phoenix"
I watched this episode of Breaking Bad earlier this year on Netflix. Breaking Bad is a popular American television show that depicts the evolution of a man from a normal father to a drug mogul. While the entire show serves as a anti-drug PSA warning about the potential consequences of using or selling drugs, this particular episode is especially powerful due to the death of a main character.
The intended audience of this message is heavy drug users. The show appeals to both genders and adults as well as teenagers, reaching a wide audience. While the episode hopes to prevent non-users from trying drugs, it aims to reach drug-users contemplating quitting and former addicts. In the episode, Jane, a main character and former herione addict, relapses and is drawn back into trying heroine again. Jane chokes on her own vomit as a result of using the drug and dies in her sleep.
The objectives of the episode are to warn non-drug users about the potential consequences of using or selling drugs and to prevent former addicts from relapsing. The show as a whole demonstrates the long-term consequences that involving oneself with drugs can have; this particular episode is a climax for this message as the overdose of a former addict demonstrates that even one encounter can have a serious impact.
The show uses entertainment education to impact the audience and disseminate its message. The show itself is extremely entertaining and draws a large audience, but also carries with it a positive anti-drug message embedded into its plot. While most individuals viewing the show have pre-existing knowledge that drugs are bad, the show demonstrates a different side of drug involvement. The main character does not use any drugs throughout the show, but his entire life deteriorates in such a manner as a result of his involvement.
One question I would ask the director of the series is whether he considered partnering with any anti-drug organizations to give the message a greater impact?
The show as a whole was extremely successful in creating discussion around drug cartels and illegal drug wars in the United States. This particular episode was also brilliant in discouraging drug users and former addicts from using drugs with its emotional appeal and ability to relate to its intended audience.
I watched this episode of Breaking Bad earlier this year on Netflix. Breaking Bad is a popular American television show that depicts the evolution of a man from a normal father to a drug mogul. While the entire show serves as a anti-drug PSA warning about the potential consequences of using or selling drugs, this particular episode is especially powerful due to the death of a main character.
The intended audience of this message is heavy drug users. The show appeals to both genders and adults as well as teenagers, reaching a wide audience. While the episode hopes to prevent non-users from trying drugs, it aims to reach drug-users contemplating quitting and former addicts. In the episode, Jane, a main character and former herione addict, relapses and is drawn back into trying heroine again. Jane chokes on her own vomit as a result of using the drug and dies in her sleep.
The objectives of the episode are to warn non-drug users about the potential consequences of using or selling drugs and to prevent former addicts from relapsing. The show as a whole demonstrates the long-term consequences that involving oneself with drugs can have; this particular episode is a climax for this message as the overdose of a former addict demonstrates that even one encounter can have a serious impact.
The show uses entertainment education to impact the audience and disseminate its message. The show itself is extremely entertaining and draws a large audience, but also carries with it a positive anti-drug message embedded into its plot. While most individuals viewing the show have pre-existing knowledge that drugs are bad, the show demonstrates a different side of drug involvement. The main character does not use any drugs throughout the show, but his entire life deteriorates in such a manner as a result of his involvement.
One question I would ask the director of the series is whether he considered partnering with any anti-drug organizations to give the message a greater impact?
The show as a whole was extremely successful in creating discussion around drug cartels and illegal drug wars in the United States. This particular episode was also brilliant in discouraging drug users and former addicts from using drugs with its emotional appeal and ability to relate to its intended audience.
Journal #5
Link to PSA: https://www.youtube.com/watch?v=cj_yJ8flHes
The PSA is an anti-smoking ad titled "What If You Could See the Damage Cigarettes Do?". The video was sponsored by Blue Cross Blue Shield Association. I encountered this PSA while looking through anti-smoking ads online and decided that it was particularly moving. The ad was released in 2007 in the United States.
The target audience of the campaign is cigarette smokers in the United States. The video does not seem to be specifically targeting any demographic or individual in a certain stage of change. While the video should be impactful for all cigarette smokers, it would be most powerful for heavy cigarette smokers and addicts. The video depicts the harmful effects that long-term cigarette smoking can bring which would only occur for the most addicted individuals. The video may also be targeting a secondary audience of friends or families of serious cigarette smokers. Addicts often cannot realize or accept their issue without the help of others. The video demonstrates that while nothing may appear wrong on the outside, their health is slowly deteriorating on the inside.
The objectives is to demonstrate the health problems that arise from smoking cigarettes and ultimately get cigarette smokers to consider quitting their habit.This poster is different from most anti-smoking ads in that it demonstrates the detrimental effects of smoking cigarettes, rather than simply talking about them.
While the video is powerful, it could potentially cause the audience to turn away due to its graphic nature. Putting the ad on television opens the video to a wide audience and the off-putting visuals could anger parents whose children are watching. The organization must be conscious of what platforms they use to deliver the video and how they do so.
If I could ask the director of the campaign one question it would be how the organization determined the impact of the campaign and how they measured their success.
I found this PSA to be very powerful and effective as it brings to light an important issue that isn't often seen in cigarette ads. The vulgarity of the ad is also vital to creating change and caused me to view it seriously.
The PSA is an anti-smoking ad titled "What If You Could See the Damage Cigarettes Do?". The video was sponsored by Blue Cross Blue Shield Association. I encountered this PSA while looking through anti-smoking ads online and decided that it was particularly moving. The ad was released in 2007 in the United States.
The target audience of the campaign is cigarette smokers in the United States. The video does not seem to be specifically targeting any demographic or individual in a certain stage of change. While the video should be impactful for all cigarette smokers, it would be most powerful for heavy cigarette smokers and addicts. The video depicts the harmful effects that long-term cigarette smoking can bring which would only occur for the most addicted individuals. The video may also be targeting a secondary audience of friends or families of serious cigarette smokers. Addicts often cannot realize or accept their issue without the help of others. The video demonstrates that while nothing may appear wrong on the outside, their health is slowly deteriorating on the inside.
The objectives is to demonstrate the health problems that arise from smoking cigarettes and ultimately get cigarette smokers to consider quitting their habit.This poster is different from most anti-smoking ads in that it demonstrates the detrimental effects of smoking cigarettes, rather than simply talking about them.
While the video is powerful, it could potentially cause the audience to turn away due to its graphic nature. Putting the ad on television opens the video to a wide audience and the off-putting visuals could anger parents whose children are watching. The organization must be conscious of what platforms they use to deliver the video and how they do so.
If I could ask the director of the campaign one question it would be how the organization determined the impact of the campaign and how they measured their success.
I found this PSA to be very powerful and effective as it brings to light an important issue that isn't often seen in cigarette ads. The vulgarity of the ad is also vital to creating change and caused me to view it seriously.
Journal #4
The poster is a part of the THINK road safety campaign sponsored by the Mayor of London and Transport for London. The campaign aims at increasing traffic safety for pedestrians and cyclists on the London roads.
This specific poster seems to be targeting pedestrians in London, specifically teenagers and young adults. The poster depicts a young person with a phone in hand and the text implies that he was hit by a truck due to his focus on his phone. Seeing as young people are the most likely individuals to be focusing on their phones or texting while walking, the poster attempts to influence them specifically.
The objective of this poster is to educate pedestrians about the dangers of texting while walking through the streets of London.
The campaign utilizes a top-down approach, employing health education to influence the audience. It demonstrates the dangers of texting while walking and attempts to cause behavior change in the individual with the tagline, "stop.think.live".
If I could ask the director of the campaign one question, it would be about the decision of using the third person, rather than first person in the message. The message implies that some of the blame may be placed on the other individual for texting his friend, rather than completely on the victim.
Journal #3
Cabwise aims at preventing individuals from taking unbooked minicabs that could potentially put the individual at risk of attack or robbery. The poster depicts a girl being kept in a car against her will and implies that she is either being robbed or physically assaulted. The text "stop, please no, please stop"demonstrates that the driver is doing something she does not wish for him to do. It shows that taking unofficial cabs can be dangerous and gives instructions on how one can make sure they take official cabs and are transported safely.
The target audience is London citizens, while this specific poster seems to target females. Any London citizen who takes cabs on a regular basis is at risk of taking an unmarked cab; however, the poster demonstrates that it may have greater consequences for females.
The objectives of this poster are to teach individuals the potential consequences of taking unmarked cabs as well as educate them on how to find official taxis. The poster not only demonstrates that taking unbooked minicabs can be dangerous, but also teaches the audience how to avoid putting themselves in that situation.
If I could ask the director of the campaign one question, it would be whether they considered including statistics that demonstrated the dangers of using unbooked minicabs. These statistics could include the amount of assault cases or robberies that occur annually as a result of using unbooked minicabs.
This poster is very effective in dissuading individuals from using unbooked minicabs. Even if the likelihood of anything happening is small, one would not want to take a chance after viewing this ad. The ad is accurately placed in London cabs and reaches its intended audience well.
Journal #2
This poster is part of the NO MORE campaign combatting
domestic violence and rape. While I came across this ad online, NO MORE
utilizes several media channels including television spots and physical ads. The
NO MORE campaign aims at spurring discussion about domestic abuse and rape,
emphasizing that there is no situation in which it can be deemed acceptable. In
many cases, the victim is often blamed for the action with the violator evading
accountability; NO MORE makes it clear that the violator is always in the wrong.
The target audience of this ad is male adults as well as witnesses
of domestic violence and rape. The campaign targets male adults to teach them
that domestic violence and rape are unacceptable behaviors. The more important
aspect is reaching individuals who are witnesses of domestic violence or rape
and do nothing.
The objectives of this specific piece are to increase
discussion about domestic violence and rape and to place blame on the violator
instead of the victim. The campaign acknowledges that domestic violence/rape
are difficult topics to discuss and that it is often easy to remain quiet;
however, it emphasizes the importance of speaking up to end it. This particular
poster uses famous actress Amy Poehler as a figure of authority. She is well
respected and makes the message more meaningful. The tagline “Well, she was
drunk” emphasizes that the victim should not be blamed for the actions of the
violator. It indicates that rape/domestic violence is often deemed acceptable
because of the actions of the victim such as “she was drunk” but this ideology
should be eradicated.
This campaign utilizes a top-down approach, employing health
education/promotion to teach behaviors of intolerance and responsibility. While
it focuses on teaching specific behaviors, it also aims to generate discussion
amongst the audience.
One question I would ask the director of the campaign is
what went into choosing the spokespeople for the campaign and if they volunteered
or were paid for their involvement.
Monday, April 13, 2015
Journal #1
Journal #1
I encountered this poster in the Leicester Square tube station during my third week in London. The poster was sponsored by Transport For London and the Office of the Mayor of London. The poster depicts a man, likely coming or going work, falling down the escalator. The poster also includes a message in text: "last year there were 2,998 injuries due to rushing or lack of attention on stairs and escalators, take care on the Underground." The main goal of this poster is clearly to decrease the number of injuries and accidents that occur in the Underground each year. I believe the objectives are to decrease the amount of individuals rushing to or from work each day and to increase patience in tube users. Depicting the man in work clothes demonstrates the poster is targeting an audience of working individuals. The target audience was likely selected because individuals who must make it work at a certain time are the individuals most likely to be hurrying through the station and experience an accident. While the poster specifically targets working people, it aims to affect any frequent underground user.
I found this article of intervention to be effective and relevant. The tube is full of people racing to their next destination and as the poster highlights, this can be a major cause of injury. It is effectively located as it reaches the direct audience it is attempting to influence. Individuals who are rushing often don't realize the risks and this poster serves to remind them to be cautious. While it is top-down, employing health education communication, the message is aiming to increase safety and decrease injuries, making the audience likely to positively respond to the message.
One question I would ask the campaign director is what alternative methods of media they have considered using outside of posters in the tube?
Subscribe to:
Comments (Atom)