Message Strategies

by Jason Antu

Names and Goals:

The first PSA is by the Juvenile Protective Association. The main goal of the ad is to

visually illustrate that verbal abuse is just as damaging as physical abuse.1 The second PSA is by

the Truth Campaign from the Department of Health. The goal is to display the lack of candid

information from tobacco executives.2 The last is a PSA regarding talking and driving by the

Bangalore Traffic Police in India. The goal of the ad is to showcase possible horrific outcomes of

talking to someone that is driving.3

Target Audience's:

The target audience in the first PSA is likely to be aimed at parents or guardians. This

can be drawn from the ad showing only children in the images1. The second PSA is likely

targeting young smokers likely 16 years old and up, due to the fact the image is being portrayed

on a billboard, assumingly for passing drivers.2 The last PSA is targeting friends of drivers likely

ages 20-25 years ,this is shown with models roughly in the same age group. Also the ad displays

the setting taking place in a home rather than a vehicle. 3

Labels and Descriptions:

The McGuire Matrix present in the first ad would be that of emotional appeals. The tears1

and sign of fear shown by the children display a sense of empathy for them. The second ad,

invokes a logical appeal of stimulation. This is in showcasing an older male wearing women's

clothing2 in a humorous pose. The last PSA offers an emotional appeal. The appeal comes from

tension and fear. The image portrays a look of shock as the male figure is splashed with blood

while on the phone. 3

Why:

Strategically, the first PSA assumes most people oppose child abuse. So it is in watching

a metaphorical version of child abuse, it most likely invokes the same feelings. This forms a call

to action, enforcing the message. The second PSA reaches a humorous tone with the audience,

that communicates the absurdity of tobacco executives. This personal communication with the

target audience, effectively relays the message in a non threatening manner. The last PSA

impacts heavily with a shock approach. The juxtaposition of having blood splattered out of the

phone disrupts the context of the scene adding to its tension and fear appeal.

Alternatives:

For the first PSA, the only change feasible would be to inject a sense of a logical appeal

in a Problem Solver scenario to give an outlet of relief to the audience. This would also add a

supported theme of an emotional appeal with a Tension Fear approach. The second PSA could be

augmented with a logical appeal that involves Consistency . This would bring forth discomfort in

the portrayed information presented to the general public. This would make them aware of the

distrust of tobacco executives even more so. The last PSA would greatly benefit with an injection

of logical appeal also involving a Problem Solver scenario. This would bolster the effect of the

message by giving the viewer a sense of escape from the horrendous scenario with a solution of

how to escape it, by solving the problem.

Works Citedccsoya. (2010, 05 14). Awesome: Don’t talk and drive PSA from India . Retrieved 10 2013, from soyacincau.com: http://www.soyacincau.com/2010/05/14/awesome-dont-talk-and-drive-psa-from-india/

Reynolds, P. (n.d.). Patrick Reynolds . Retrieved 10 2013, from tobaccofree.com: http://www.tobaccofree.com/photos/

verbal abuse is still abuse by juvenile protective association . (2009, march 29). Retrieved 10 2013, from the arab aquarius: http://arabaquarius.blogspot.com/2009/03/verbal-abuse-psa-by-juvenile-protective.html

1 ccsoya. (2010, 05 14). Awesome: Don’t talk and drive PSA from India . Retrieved 10 2013, from soyacincau.com: http://www.soyacincau.com/2010/05/14/awesome-dont-talk-and-drive-psa-from-india/

2 Reynolds, P. (n.d.). Patrick Reynolds . Retrieved 10 2013, from tobaccofree.com: http://www.tobaccofree.com/photos/

3 verbal abuse is still abuse by juvenile protective association . (2009, march 29). Retrieved 10 2013, from the arab aquarius: http://arabaquarius.blogspot.com/2009/03/verbal-abuse-psa-by-juvenile-protective.html