The main points discussed will be summarised at the end of the paper. The problem of driving under the influence of alcohol is a cause for concern especially in the UK since it contributes to unprecedented deaths and injuries annually among the people involved in accidents while driving under the influence of alcohol. For instance, “in 2011, 280 people died in the UK in drink driving incidents. Although the number of casualties caused by drink driving has dropped dramatically in the last 30 years, it is still the cause of 15 per cent of all road deaths,” (Taylor, 2013). Strict penalties are also imposed to address this problem and it can be seen that drink drivers risk a fine of up to ?5,000, a minimum 12-month driving ban and a criminal record (Taylor, 2013). However, since this is an issue of high social interest, people need to be persuaded in order for them to positively change their behaviour in as much as drink driving is concerned. Persuasive communication through the use of social campaigns is one effective way of dealing with such kind of problem since it is designed to reinforce the message so that the desired goal can be achieved among the targeted people. In carrying out such a campaign, the media is strongly used and marketing principles are also utilized. The concept of social marketing was popularized by Philip Kotler. According to Kotler and Armstrong (2004), social marketing is mainly concerned with behaviour change among a targeted audience. This type of communication uses marketing concepts though it is not meant to generate revenue but to influence behaviour change among the targeted group of audiences. Basically, a public or social campaign is a described as a purposive attempt to motivate behaviour change among a well defined and large audience (Rice & Atkin 1989 as cited in McQuail, 2000). This particular campaign is usually carried for non commercial benefit over a certain period of time by means of organized communication which involves the use of mass media as well as interpersonal communication. The targeted audience is clearly defined and the expected goal of the communication campaign is properly laid out. In carrying out such a campaign, it can be noted that people need to be persuaded so that they can also share the same ideas with the people running the campaign. Mutual understanding among the targeted audience is likely to be promoted if all parties involved share the same vision towards a particular goal. This can be achieved through the use of social contract theory which is based on the “the view that persons’ moral and/or political obligations are dependent upon a contract or agreement among them to form the society in which they live,” (Friend, 2004). In case of the above mentioned campaign, the people in the UK are bound by a social contract that compels them to create a desirable society that is characterised by good behaviour with regards to the aspect of alcohol and driving. The problem of driving under the influence of alcohol affects all people and a holistic approach has to be taken in order to ensure that a good society is formed. This involves all people who are affected by this particular problem. This concept posits to the effect that people in a certain society are the masters of their own destiny since they can put rules and regulations that can guide their behaviour in order to
Social media campaigns are often used to influence positive behaviour change among the targeted audiences. In most cases, social campaigns have high social relevance to the targeted people. As such, this paper seeks to critically evaluate a government sponsored social campaign in the United Kingdom that is mainly concerned with promoting anti drinking and driving behaviour among the motorists…
This restriction of mass media usage amid the profit oriented companies can be identified as fundamental effect of budgetary requirements where profit based concerns were able to invest a greater proportion of funds in the media campaigns in comparison to the non-profit concerns (Petty, Brinol and Joseph, “Mass Media Attitude Change: Implications of the Elaboration Likelihood Model of Persuasion”).
This paper focuses on the critical examination of the statement: “Fire investigation is one of the most difficult studies undertaken routinely by the forensic scientist.” It starts with the introduction of the terms fire investigation and forensic science and goes on to highlight what steps have been taken by the latest investigators to easy up the work of fire cause and debris Analysis.
It concerns all those Americans who want to know what is going on in their country and who would be leading them come 2012 Presidential Elections. The original purpose of making this advertisement is to tell the American populace about the consistency of Ron Paul and how he has been able to stay consistent without changing his course.
The paper presents a rationale on whether the article’s reasoning is deductive or inductive, as well as it highlights and discusses the fallacies made by the writer of the article. Ground Rules The referred article provides either deductive reasoning or inductive reasoning; therefore, it would be relevant within the framework of this research to explain both of the terms first.
This can be attested to by the consistent reduction in the graduation rates and consistent poor test results across many public schools. Moreover, the United States has begun experiencing the impact of low performance since most American graduates cannot be employed and the nation has to depend on graduates from Europe and Asian countries.
The face of the man is quite rugged while the rest of his visible attire clearly brings about the image of a cowboy. The background, even though it is not every clear, is woodsy and outdoorsy while the lighting in the fore ground could be a sunset or a
The company has enhanced much confidence in their customers through campaigns that aimed at marketing their products and promoting interests that would bring more customers to market. The particular product associated with the campaign was the beauty soap, and the
By saying global education he means that every kid in the country gets the same quality and standard of education no matter how much the kid can afford to pay and whatever state or region he or she is living in. Through this
Herein, the campaign that has been selected for the purpose of meeting the goal of this paper is the “Gabby Gifford Anti-Gun Campaign for Women”. The elements that would be evaluated in specific include
4 pages (1000 words)Essay
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