Student worksheet 10.1 - Content analysis for creating a commercial

Key questions	Examples
What is the theme that the commercial is promoting? (Key messages, issues, consequences)	Recognise what can increase your level of risk Speak up for your own safety Never hurry across the road Walk on the footpath as far from the traffic as possible Wear a seat belt or restraint whenever one is available When riding a bicycle don’t get in the way of pedestrians	Age Gender Protective behaviours Location	Loss of life Grief suffered by relatives Serious injury Fines Loss of rights, inconvenience
What approaches are being used to get the message across?	Factual/information – presentation of simple, direct information. No-nonsense personal advice Snob appeal/status – associate product use with those who have status Intelligence – associates the product with smart people who can’t be fooled by gimmicks Fear-arousing appeal – focuses on suffering and anguish of the victims and families. Must be careful not to rely on extreme shock that many people will reject	Humour appeal – humorous appeals may increase acceptance and persuasiveness of the message. Depends on the age of the audience Testimony/hero endorsement – uses a well-known person to endorse the product Non-verbal appeal – use of pictures, gestures and non-verbal mood situations Independence – can think and act for themselves	Peer approval – associates the product use with friendship /acceptance Scientific evidence appeal – the product is superior based on statistical evidence, results from laboratory testing Sexual attraction – associates the product with increased sexual appeal
Who is the target audience?	Passengers Pedestrians Wheels users Drivers	Young people 5 to 13 Teenagers 14 to 17 Young drivers 17 to 25 Elderly	Males Females Inexperienced drivers Risk takers
What is the intended effect of the commercial?	Raise awareness Provide information and advice	Raise emotions	Highlight consequences

Last update: 3rd October 2014