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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