You should investigate some advertisements (on media that will allow you to print a copy) for a...

Question

You should investigate some advertisements (on media that will allow you to print a copy) for a range of non-profit organisations. These may be political, economic, sport, health, management or government organisations at local, national or international level. Select one of these and provide an analysis using theory about exposure, attention and attitudes as discussed in this course.You should present a written paper set out according to the requirements listed below.
	
Document Preview: Assessment 2.  Individual analysisWorth 20%     	 1,500 words 			Due Date: Week 5 You should investigate some advertisements (on media that will allow you to print a copy) for a range of non-profit organisations. These may be political, economic, sport, health, management or government organisations at local, national or international level. Select one of these and provide an analysis using theory about exposure, attention and attitudes as discussed in this course. You should present a written paper set out according to the requirements listed below. Please check your selected organisation with your lecturer who can advise you as to whether or not the organisation will provide enough depth for your analysis.1. Introduction (500 w)(a) Provide a short summary of the organisation. (100 words)(b) Describe the advertisement and whether it involves high or low effort behaviour. (200 words) (c.) State the behaviour the advertisement is trying to encourage you to engage in. (200 words) 2. Analysis (1000 w)a) Discuss how you (or someone else) could be exposed to this advertisement. (200 words)(b) Analyse how the theory of “attraction” applies to the ad. (200 words)(c.) Apply the theory of cognitive based attitudes OR affective based attitudes in relation to the way in which it aims to influence its audience. (600 words)3. List of referencesAt least 5 different sources should be used. These should be primarily rigorous academic sources. You should include a reference to the advertisement in the List of References.4. AppendixProvide a screen dump or scan of the advertisement. Presentation requirementsThis paper is to be presented as a paper which is structured according to the sections listed aboveIntroductionAnalysisList of referencesAppendixPlease use double or 1 ½ spacing and 12 point Times New Roman font.Examples of non-profit organisationsEnvironmental groups Public hospitals and health organisationsSporting groups...

David · Accepted Answer

NGO’s Advertising Analysis   1 

I Want a Strong Baby 
By 
 City of Milwaukee – Health Department
NGO’s Advertising Analysis   2 
 
City of Milwaukee – Health Department: An Introduction  
 Milwaukee is the vibrant city that is committed for improving the health of the 
individuals in the nation. The organization has achieved significant improvement in the rate 
of childhood immunization, birth outcomes in respect to the high risk pregnant woman, and 
number of the children that is having high BP (blood pressure) levels. The City of Milwaukee 
– Health Department has the vision on becoming a leader position for assuring that the 
Milwaukee (the city Milwaukee is the biggest city in State of Wisconsin, U.S.) becomes the 
healthiest nation in United States. They are responsible towards achieving public health; 
guaranteed access to the health care; safeguard environment; foster up-to-date information 
using latest technology; monitor and access the community heath; and adapt to the changing 
needs of the community. Moreover, the vision statement of the organization states that the 
organization is committed for ensuring the services are available to every individuals and 
families for improving their health; promoting healthy neighbourhood; as well as to 
safeguard the health of Milwaukee’s community (Milwaukee, n.d.) .
Summary of Advertisement and Level of Involvement  
 The advertisement under study demonstrates the new campaign from the Service 
Marketing and City of Milwaukee Health Department. The advertisement shows GianCarlo 
and other babies to communicate about a social cause that is “I Want a Strong Baby.” The 
advertisement states many of the facts through which one can have a strong baby, like: A 
breast fed baby; immunized baby, using appropriate prenatal care; quitting smoking before 
delivery; and shifting to healthier diet are the practices that can lead to healthier baby. The 
advertisement demonstrates various babies showing how strong and healthier they are.  
 Every individual advertisement is having different levels of involvement with the 
social as well as consumer psychology. Further, it has been researched that the high 
NGO’s Advertising Analysis   3 
 
involvement advertisements are having greater consequences or personal relevance or more 
degree of personal connection as compared to the low involvement advertisement messages 
(Petty and Cacioppo 1979; Engel and Blackwell 1982; Krugman 1965; Sherif and Hovland 
1961).  Here, it has been said that the if there is increased involvement that increases the 
individual’s propensity towards thinking about true benefits of the issue and have greater 
impact, then it is high involvement condition. On the other hand, if the advertisement 
message allows an individual to evaluate the issue without engaging extensively in the issue, 
then the greater impact is under low involvement condition. Moreover, the high involvement 
messages affect the cognition, then the attitudes, and then the behaviours; whereas low 
involvement message affects the cognitions, then the behaviour and then the attitudes 
(Krugman, 1965). Under these theoretical concepts, the advertisement under the study can be 
regarded as the communication message that involves high involvement because the quality 
of argument presented in the message has greater impact on the persuasion as the individual 
exerts cognitive efforts that is required for evaluating issue related arguments which is 
presented and the individual’s attitude is the function of their information processing activity.

You should investigate some advertisements (on media that will allow you to print a copy) for a range of non-profit organisations . These may be political, economic, sport, health, management or...

Solution

Answer To This Question Is Available To Download

Related Questions & Answers

Submit New Assignment