MDM555 Week 3

Written By Mark Aro
 
 

Annotated

Bibliography

  • Atiyeah, C. (2019). Everything you need to know about the VW diesel emissions scandal. Car and Driver. Retrieved from https://www.caranddriver.com/news/a15339250/everything-you-need-to-know-about-the-vw-diesel-emissions-scandal/

    This article provides a comprehensive overview of the Volkswagen diesel emissions scandal called "Dieselgate." It details how Volkswagen installed defeat devices in their diesel vehicles to cheat emissions tests, the discovery of the scandal by the EPA, and the subsequent fallout, including fines, recalls, and executive resignations. The article highlights the ethical and legal implications of corporate misconduct, the role of regulatory bodies in uncovering such scandals, and the impact on consumer trust and brand reputation. The source is credible and published by Car and Driver, a reputable automotive magazine. The content is reliable and offers a thorough analysis of the scandal, supported by evidence and expert opinions. This article complements other sources in the annotated bibliography by providing a detailed case study of corporate fraud and its consequences. It has deepened the understanding of the importance of ethical practices in business and the potential repercussions of neglecting them.

  • Berman, B. (2020, February 25). Volkswagen plans to hire an 'aggressive' internal climate activist—Electrek. Electrek. Retrieved from https://electrek.co/2020/02/25/volkswagen-plans-to-hire-an-aggressive-internal-climate-activist

    This article discusses Volkswagen's plan to hire an internal climate activist to push for environmental initiatives within the company. CEO Herbert Diess emphasized the need for someone aggressive to ensure that Volkswagen stays on track with its emission reduction goals and electric vehicle production. The article highlights the company's commitment to environmental sustainability and the innovative approach of incorporating an internal climate activist to drive change. It also underscores the challenges of implementing environmental initiatives within large organizations. Electrek, a reputable site focused on electric vehicles and sustainable technology, published this source. The content is reliable and provides a detailed account of Volkswagen's strategy to enhance its environmental efforts. This article complements other sources in the annotated bibliography by showcasing a proactive approach to corporate environmental responsibility. It has broadened the understanding of how companies can integrate internal activists to achieve sustainability goals. This information explores the effectiveness of such strategies in promoting corporate environmental responsibility.

  • Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: building, measuring, and managing brand equity (5th ed.). Pearson. Retrieved from https://www.scirp.org/reference/referencespapers?referenceid=3044185

    This comprehensive textbook by Kevin Lane Keller and Vanitha Swaminathan provides a detailed framework for building, measuring, and managing brand equity. It covers various strategies and tools for developing a strong brand, including customer-based brand equity, positioning, and resonance. The book also includes real-world examples and case studies to illustrate key concepts. The book emphasizes the importance of understanding consumer perceptions and the role of brand equity in achieving long-term business success. It also explores the challenges and opportunities of branding in the digital era, highlighting the need for brands to adapt to changing consumer behaviors and technological advancements. The source is credible and authored by renowned experts in the field of marketing and brand management. The content is reliable and offers a comprehensive analysis of brand management strategies supported by academic research and industry insights. This book complements other sources in the annotated bibliography by thoroughly examining brand equity and its impact on business performance. It has deepened the understanding of the importance of strategic brand management and the need for continuous adaptation to maintain brand relevance. This information explores the effectiveness of different brand management strategies in building and sustaining brand equity.

  • Lindstrom, M. (2012). Brandwashed: tricks companies use to manipulate our minds and persuade us to buy. Kogan Page. Retrieved from https://www.researchgate.net/publication/280821625_Brandwashed_Tricks_Companies_Use_to_Manipulate_Our_Minds_and_Persuade_Us_to_Buy20122Martin_Lindstrom_Brandwashed_Tricks_Companies_Use_to_Manipulate_Our_Minds_and_Persuade_Us_to_Buy_London_Kogan_Page_2

    This book by Martin Lindstrom explores the psychological tactics companies use to influence consumer behavior and persuade them to buy products. Lindstrom, a marketing expert, reveals how brands manipulate our subconscious minds through advertising, packaging, and other marketing strategies. The book highlights the ethical implications of marketing practices, the role of neuroscience in understanding consumer behavior, and the impact of brand loyalty on purchasing decisions. It also discusses the concept of "brandwashing" and how consumers can become more aware of these tactics. The source is credible and authored by Martin Lindstrom, a renowned marketing consultant with experience working with major companies like Disney, Procter & Gamble, and Microsoft. The content is reliable and offers a comprehensive analysis of marketing strategies supported by real-world examples and research. This book complements other sources in the annotated bibliography by thoroughly examining marketing manipulation and its effects on consumer behavior. It has deepened the understanding of the importance of ethical marketing practices and the need for consumer awareness. This information explores the effectiveness of different marketing strategies and their impact on consumer trust.

  • Mehawesh, M. I. (2013). Grammatical parallelism in the translation of advertising texts with particular reference to English and Arabic. Asian Social Science, p. 9*(10), pp. 254–262. Retrieved from https://pdfs.semanticscholar.org/f5d4/75136269d0b62a0cb92c5c58e14518977da7.pdf

    This research article investigates the use of grammatical parallelism in translating advertising texts, focusing on the differences between English and Arabic. The study aims to provide insights into how cultural backgrounds influence advertising techniques and the challenges of translating advertising texts. The article highlights the importance of understanding cultural nuances in advertising translation and the role of grammatical parallelism in creating compelling and persuasive advertisements. It also discusses the application of Jakobson's model of translation to analyze advertising texts. Mohammad Issa Mehawesh, a researcher at Zarqa University, authored the credible source. The content is reliable and thoroughly analyzes grammatical parallelism in advertising translation, supported by examples and theoretical frameworks. This article complements other sources in the annotated bibliography by thoroughly examining the linguistic and cultural aspects of advertising translation. It has deepened the understanding of how translation techniques can impact the effectiveness of advertisements across different languages and cultures.

  • Item descriptionMumaw, S. (2017, October 22). Storytelling for advertising campaigns. LinkedIn Learning. Retrieved from https://www.linkedin.com/learning/storytelling-for-advertising-campaigns/welcome?u=50813145

    This web training series by Stefan Mumaw focuses on the importance of storytelling in advertising campaigns. Mumaw explains how to build an emotional bridge between a brand and its consumers using storytelling's structure. He dissects the components of a story and shows how to apply them to various advertising mediums, including TV spots, print ads, websites, and social media content. The series emphasizes the role of storytelling in creating compelling and relatable advertising campaigns. Mumaw provides practical insights into developing a real-world campaign, highlighting the importance of understanding story structure and its application in advertising. The course is a credible source offered by LinkedIn Learning, a reputable platform for professional development. The well-structured content provides valuable insights into the strategic use of storytelling in advertising. The information is reliable and applicable to industries seeking to enhance their advertising efforts. This training series complements other entries in the annotated bibliography by offering a focused examination of storytelling in advertising. It reinforces the importance of a well-crafted story in building strong connections with consumers and provides actionable steps for implementing storytelling techniques in advertising campaigns.

  • News12, Long Island. (2022). Uniondale sisters break the color barrier to become the 1st black twins featured in Doublemint Gum ads. Retrieved from https://longisland.news12.com/uniondale-sisters-break-color-barrier-to-become-the-1st-black-twins-featured-in-doublemint-gum-ads

    This article highlights the achievements of Sheryl Valenti and Sharon Sansaverino, two Black twins from Uniondale, who became the first Black models featured in Doublemint Gum ads in 1991. It discusses the historical context of the Doublemint campaign, which previously featured only Caucasian models, and the significance of this milestone in promoting diversity in advertising. The article emphasizes the importance of representation in media and advertising, showcasing how including diverse models can challenge stereotypes and promote social change. It also explores the personal journey of the twins and their impact on the advertising industry. The source is credible and published by News12 Long Island, a reputable local news outlet. The content is reliable and provides a well-researched account of the twins' achievement and its broader implications. This article complements other sources in the annotated bibliography by illustrating the power of representation in media. It has deepened the understanding of how diverse representation can influence societal perceptions and contribute to a more inclusive society. This information explores the impact of diversity in advertising on brand image and consumer trust.

  • Robinson, R. (2020). The 30 best and most famous brand slogans and taglines. Adobe. Retrieved from https://www.adobe.com/express/learn/blog/30-companies-with-famous-brand-slogans-taglines

    This article overviews 30 iconic brand slogans and taglines, discussing their origins, meanings, and effectiveness in creating brand identity and consumer recall. It highlights how these slogans have contributed to the success and recognition of brands such as Nike, McDonald's, and Apple. The article emphasizes the creativity and strategic thinking behind successful taglines and their role in establishing a strong brand presence. It also underscores the importance of simplicity and emotional appeal in crafting memorable slogans. The source is objective and credible, coming from Adobe, a well-respected creative and marketing solutions company. The content is reliable and current, offering valuable insights for understanding effective branding strategies. This article complements other sources in the annotated bibliography by providing practical examples of how taglines reinforce brand trust and loyalty. It expands the understanding of the importance of simplicity and emotional resonance in slogan creation. Use this information to compare and contrast the effectiveness of different branding strategies in building consumer trust.

  • Rogalle, E. (2022). 3.5 Case study: brand trust. Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/163183/modules/658033/activities/3809155

    This case study explores the concept of brand trust and its significance in maintaining customer loyalty. It examines how Volkswagen has managed its voice and tone over the decades and discusses the impact of the 2015 emissions scandal on the brand's reputation. The study highlights the importance of authentic customer care and underscores the challenge of rebuilding trust once lost. It details Volkswagen's strategies for brand recuperation, including hiring a climate activist and investing in electric vehicles. The case study emphasizes the role of brand trust as a fundamental component of brand survival and customer loyalty. It provides an in-depth analysis of the Volkswagen emissions scandal and its repercussions on the brand's trustworthiness. The study also highlights Volkswagen's efforts and strategies to regain consumer trust, such as public apologies and environmental initiatives. The case study is a credible source from Full Sail Online, offering a comprehensive examination of brand trust and its implications for customer loyalty. The content is well-researched and provides valuable insights into the impact of scandals on brand reputation and the importance of authenticity in rebuilding trust. The information is reliable and relevant to understanding the dynamics of brand trust in the context of marketing and consumer behavior. This case study complements other entries in the annotated bibliography by providing a detailed analysis of brand trust and its importance in a brand's long-term success. It underscores the need for genuine customer care and the challenges of regaining trust after a scandal. The insights from this case study will be valuable in understanding the strategies brands can employ to maintain and rebuild customer trust.

  • Rogalle, E. (2024). Week 3 lecture transcript: what is a tag line? Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/194588/modules/796167/activities/4576310

    This lecture transcript discusses the concept of taglines in advertising, explaining their importance and difference from headlines. According to George Felton, taglines capture the essence of a campaign or brand in a few memorable words. Examples of enduring taglines include American Express's "Don't leave home without it" and Nike's "Just Do It." The lecture provides strategies for creating effective taglines, such as focusing on the product's benefits and unique selling proposition (USP), employing techniques like parallelism and opposition, and keeping taglines short and memorable. The lecture emphasizes the importance of differentiation and creativity in developing taglines. It introduces creative writing techniques, such as parallelism, metaphor, and opposition, to craft impactful taglines. Additionally, it highlights the significance of aligning taglines with the brand's mission, values, and target audience. The lecture is a credible source, providing practical insights into the creation of tag lines, supported by examples and strategies from the advertising industry. The information is reliable and well-structured, making it useful for individuals seeking to enhance their understanding of advertising and branding techniques. This lecture complements other entries in the annotated bibliography by examining the creation and importance of taglines in advertising. It reinforces the need for creativity, differentiation, and alignment with brand values in developing effective taglines. The insights from this lecture will be valuable in crafting memorable and impactful taglines for various brands and campaigns.

  • Schwartz, N. E. (2008). Nonprofit taglines: the art of effective brevity. Nonprofit Quarterly. Retrieved from https://nonprofitquarterly.org/nonprofit-taglines-the-art-of-effective-brevity/

    This article discusses the importance of taglines in nonprofit marketing, emphasizing their role in communicating an organization's unique identity and value. It provides insights into creating effective taglines that are brief, memorable, and reflect the organization's mission. The article highlights the strategic design and consistent use of taglines to enhance brand recognition and engagement with donors, volunteers, and other key audiences. It also explores the challenges of crafting a powerful tagline for organizations with complex focuses and programming. The source is credible and published by Nonprofit Quarterly, a reputable magazine providing research-based articles and resources for the nonprofit sector. The content is reliable and offers practical advice supported by examples from various nonprofit organizations. This article complements other sources in the annotated bibliography by illustrating the impact of concise and well-crafted taglines on nonprofit branding. It has deepened the understanding of how effective taglines can contribute to an organization's marketing success and brand equity.

  • Tayan, B. (2016). The Wells Fargo cross-selling scandal. Harvard Law School Forum on Corporate Governance. Retrieved from https://corpgov.law.harvard.edu/2016/12/19/the-wells-fargo-cross-selling-scandal/

    The article examines the Wells Fargo cross-selling scandal in-depth, showing how the company pressured employees to meet unrealistic sales goals and created millions of unauthorized accounts. The scandal resulted in considerable legal and financial repercussions for the bank, including a $3 billion settlement with federal authorities. The article highlights the importance of corporate culture and the impact of financial incentives on employee behavior. It also discusses the role of governance practices and the consequences of prioritizing sales targets over ethical behavior. This article is from the Harvard Law School Forum on Corporate Governance, which comprehensively examines the scandal and its implications. The content is well-researched and provides valuable insights into the factors contributing to the misconduct and the subsequent fallout. This article clearly illustrates another instance where a company's pursuit of aggressive sales targets led to unethical behavior and a loss of customer trust. It underscores the importance of maintaining ethical standards and the potential consequences of neglecting them.

  • Tredegar Comprehensive School & Gwent Police. (2009). PSA texting and driving, U.K., August 2009, (HQ) Master Original Video [Video]. YouTube. Retrieved from https://www.youtube.com/watch?v=RF2HoUV2BJ0

    This public service announcement (PSA) video, produced by Tredegar Comprehensive School and Gwent Police, aims to raise awareness about the dangers of texting while driving. The video depicts a dramatic car crash involving teenage girls and a family, highlighting the tragic consequences of distracted driving. It uses realistic scenes and emotional storytelling to convey the message that texting while driving can lead to severe injuries or death. The video emphasizes the importance of focusing on the road while driving and the potentially life-threatening consequences of distractions. It also showcases the use of impactful visuals and storytelling in public service announcements to communicate safety messages effectively. The source is credible, produced by a school and a police department, and published on YouTube, a widely recognized platform for sharing videos. The content is reliable and offers practical insights into the use of dramatic storytelling in public service announcements. This video complements other sources in the annotated bibliography by illustrating the impact of emotional and visual storytelling on public safety campaigns. It has deepened the understanding of how effective communication techniques influence driver behavior and promote road safety awareness.

  • U.S. Department of Transportation. (2012). Glee distracted driving PSA: "On my way" (0:30) [Video]. YouTube. Retrieved from https://www.youtube.com/watch?v=mnw_7xI5klM

    This public service announcement (PSA) video, produced by the U.S. Department of Transportation and featuring characters from the TV show "Glee," aims to raise awareness about the dangers of texting while driving. The video depicts a car crash caused by texting and emphasizes that reading a text message behind the wheel can take the driver's eyes off the road for an average of five seconds—enough time to drive the length of a football field. The video highlights the use of popular media and relatable characters to convey important safety messages to young drivers. It also underscores the serious consequences of distracted driving and the importance of staying focused on the road. The source is credible, produced by the U.S. Department of Transportation, and published on YouTube, a widely recognized platform for sharing videos. The content is reliable and offers practical insights into the dangers of distracted driving, supported by compelling visuals and storytelling. This video complements other sources in the annotated bibliography by illustrating the impact of using popular culture and emotional storytelling in public safety campaigns. It has deepened the understanding of how effective communication techniques influence driver behavior and promote road safety awareness.

  • U.S. Department of Transportation & Ad Council. (2014). 1985 - 1999 Crash Test Dummies PSA - all in one [Video]. YouTube. Retrieved from https://www.youtube.com/watch?v=ANAlT4pjRDI

    This video is a compilation of public service announcements featuring Vince and Larry, the crash test dummies, who demonstrate the importance of wearing safety belts in various scenarios. The video uses humor, music, and catchy slogans to persuade viewers to buckle up and avoid serious injuries or death in car accidents. The video highlights the effectiveness of using humor and relatable characters in public service announcements to convey important safety messages. It also showcases the evolution of advertising techniques over the years and the role of memorable taglines in reinforcing brand recognition and recall. The source is credible, produced by Single Light Productions, and published on YouTube, a widely recognized platform for sharing videos. The content is reliable and offers practical insights into the use of humor and character-driven narratives in public service announcements. This video complements other sources in the annotated bibliography by illustrating the impact of creative advertising strategies on public safety campaigns. It has deepened the understanding of how effective communication techniques influence consumer behavior and promote safety awareness.

 

Graduate Writing

BRAND TRUST

Brand trust refers to consumers' confidence and reliability in a brand. It assures that the brand will consistently deliver on its promises, provide quality products or services, and act with integrity and transparency. When consumers trust a brand, they feel secure in their purchasing decisions and are more likely to remain loyal, recommend the brand to others, and forgive occasional missteps. Positive experiences, consistent messaging, and genuine care for the customer's needs build brand trust over time. It is a crucial element for a brand's long-term success and sustainability.

  • The 2016 Wells Fargo financial scandal and the 2015 Volkswagen emissions scandal represent two significant breaches of brand trust, illustrating the critical role of ethical conduct in maintaining customer loyalty. These scandals highlight the consequences of prioritizing corporate goals over consumer interests and demonstrate companies' challenges in regaining trust once they have compromised it.

  • The Wells Fargo scandal erupted when the bank's employees created millions of unauthorized bank and credit card accounts to meet aggressive sales targets. This misconduct directly impacted customers, leading to unauthorized fees and damage to their credit scores, severely undermining trust in the bank (Tayan, 2016). In response, Wells Fargo ended its sales goals program, fired thousands of employees involved in the misconduct, and issued public apologies. Financially, the bank faced substantial repercussions, agreeing to pay $3 billion in fines and settlements (Tayan, 2016). The scandal's long-term effects included losing customer trust and ongoing legal battles.

  • In contrast, the Volkswagen emissions scandal involved the company's installation of "defeat devices" in diesel engines to cheat emissions tests. This deception allowed cars to emit up to 40 times the legal limit of nitrogen oxides, misrepresenting their environmental impact and damaging the brand's reputation (Atiyeah, 2019). The scandal's financial repercussions were severe, with Volkswagen agreeing to pay $14.7 billion in settlements, including buybacks, compensation, and investments in green technology (Rogalle, 2022). Volkswagen's response included public admissions of wrongdoing, apologies, and a significant shift towards electric vehicles, illustrating a substantial change in corporate strategy.

  • Wells Fargo and Volkswagen breached customer trust by prioritizing corporate objectives over ethical practices. Financially, both companies faced significant penalties; however, Volkswagen's settlements were notably higher due to the global scale of the emissions scandal. The impact on customers differed; Wells Fargo's actions directly affected individuals' financial well-being, while Volkswagen's misconduct had broader environmental implications and affected public health.

    Regarding corporate response, both companies took steps to address the issues and rebuild trust. Wells Fargo's actions included ending the problematic sales goals program and firing involved employees, while Volkswagen's response was more transformative, involving a public commitment to electric vehicles and environmental initiatives (Berman, 2020). This substantial shift in strategy highlights Volkswagen's efforts to restore its brand's integrity and align with consumer expectations in the wake of the scandal.

  • The Wells Fargo and Volkswagen scandals are stark reminders of ethical business practices. Both cases illustrate the severe consequences of undermining consumer trust, and the extensive efforts required to rebuild it. By comparing these two scandals, it becomes evident that while the nature and scope of the breaches differed, the underlying lesson remains the same: authentic, ethical conduct is essential for sustaining brand trust and ensuring long-term success.

  • Comparing corporate scandals like those of Wells Fargo and Volkswagen highlights the critical role of ethical conduct in maintaining customer loyalty. The benefits of such comparisons include learning from past mistakes and understanding the importance of trust in branding. However, the drawbacks include the potential for oversimplification and bias, as each scandal's context differs. Difficulties arise in objectively evaluating the long-term impact on brand trust and accurately comparing the different scales and natures of the scandals. These challenges underscore the complex nature of maintaining and rebuilding consumer trust after a breach.

 

TAG LINES

Tag lines, also known as slogans, are short, memorable phrases used in advertising to epitomize the substance or core message of a brand, product, or campaign. Advertisers design them to be catchy and easy to remember, often emphasizing a key benefit or unique selling point. A solid tag line effectively communicates the brand's identity, values, and promise to its audience, making it instantly recognizable and leaving a lasting impression. For example, Allstate: "You're in good hands" and Capital One: "What's In Your Wallet?" are classic tag lines that communicate the ideology and appeal of their respective brands.

  • Round-Up Weed Killer: "No Mercy. No Pity. No Weeds." This tagline emphasizes the product's effectiveness and aggressiveness in eliminating weeds. It conveys a strong, no-nonsense approach to weed control, appealing to consumers who want quick and decisive results. It uses parallelism to craft a memorable and appealing slogan for this worldwide brand.

    Wrigley's Doublemint Gum: "Double Your Pleasure, Double Your Fun." This tagline highlights the dual benefits of the gum—enhanced flavor and enjoyment. It suggests that chewing Doublemint Gum will provide a more pleasurable and fun experience, appealing to consumers looking for a delightful chewing experience. It also uses parallelism and has since its forming in 1914. In 1939, it changed from the original slogan of "Double Strength," "Double Good," and "Double Distilled" to its current slogan, which is "Double Your Pleasure, Double Your Fun" (Robinson, 2020). To emphasize the "Double" in its brand name and slogan, the company started using sets of twins in its advertising.

  • Round-Up Weed Killer: The tagline reflects the brand's essence by emphasizing its potency and efficiency. It communicates that Round-Up is a powerful solution for weed control, aligning with the brand's promise of effective and reliable results.

    Wrigley's Doublemint Gum: The tagline reflects the brand's essence by emphasizing its enhanced enjoyment and pleasure. It aligns with Wrigley's promise of delivering a delightful chewing experience, making moments of pleasure accessible to consumers.

    In summary, Round-Up's tagline focuses on the product's potency and efficiency, while Doublemint's emphasizes its enhanced enjoyment and pleasure. Both taglines effectively communicate the core benefits of their respective products to their target audiences.

  • Taglines are a pivotal element in advertising, encapsulating the essence of a brand in a memorable and catchy phrase. The tagline "Double your pleasure, double your fun" for Wrigley's Doublemint Gum is a prime example of effective tagline usage, utilizing the technique of parallelism to enhance memorability and emotional appeal (Mehawesh, 2013, p. 9*(10), pp. 254–262.). However, like any advertising strategy, it has benefits, drawbacks, and inherent difficulties.

    One of the primary advantages of these taglines is its memorability. Parallelism, where similar grammatical structures repeat, makes the phrase catchy and easy to remember—ensuring that the taglines stick in the minds of consumers, reinforcing brand recognition and recall (Keller & Swaminathan, 2020). Additionally, Wrigley's tagline creates a positive emotional connection by emphasizing enjoyment and fun. It aligns with the brand's promise of providing a pleasurable chewing experience, enhancing consumer loyalty and brand identity. Both taglines are effective marketing tools, combining simplicity with emotional appeal.

    Despite its strengths, the simplicity of the tagline can be a double-edged sword. While it makes the message clear and easy to grasp, it limits the tagline's ability to convey more complex brand messages or differentiate the product from competitors (Lindstrom, 2016). Over time, there is a risk that the tagline might become clichéd or lose its impact if overused or if consumer preferences shift. Therefore, maintaining the tagline's relevance requires continual adaptation and innovation to resonate with changing audience dynamics.

    Crafting a tagline that balances creativity and clarity is inherently challenging. The tagline must be innovative enough to capture attention while communicating the brand's message (Schwartz, 2008). Another significant difficulty is ensuring the tagline resonates across different cultures and languages (Mehawesh, 2013, p. 9*(10), pp. 254–262.). A tagline that works well in one market might translate poorly in another, potentially leading to misunderstandings or reduced impact.

  • The tagline "Double your pleasure, double your fun" demonstrates the power of a well-crafted tagline in enhancing brand recognition and emotional appeal. However, maintaining its relevance and effectiveness across diverse markets presents significant challenges over time (News12, 2022). By understanding these benefits, drawbacks, and difficulties, brands can better navigate the complexities of creating and sustaining impactful taglines.

 

PUBLIC SERVICE

ANNOUNCEMENTS

Public Service Announcements (PSAs) are messages created and distributed to inform and educate the public about important issues, often to promote health, safety, and well-being. Government agencies, nonprofit organizations, or public interest groups typically sponsor these announcements and broadcast them through various media channels such as television, radio, print, and online. PSAs aim to raise awareness, change attitudes, and encourage positive behaviors on public health, environmental protection, disaster preparedness, and social issues. The goal is to reach a broad audience with a concise, impactful message that motivates people to take action or adopt beneficial practices.

  • Public service announcements (PSAs) are potent tools organizations use to convey important messages and influence public behavior. Several PSAs stand out in road safety for their innovative approaches and impactful messaging. This paper compares and contrasts three notable PSAs: the "PSA Texting and Driving, U.K. (Tredegar et al., 2009), the "Glee Distracted Driving PSA: 'On My Way' (U.S. Department of Transportation, 2012), and the "1985 - 1999 Crash Test Dummies PSAs (U.S. Department of Transportation & Ad Council, 2014). Each of these PSAs reflects the mission of its respective nonprofit organization through distinct communication techniques and calls to action.

  • The "PSA Texting and Driving, U.K. (Tredegar et al., 2009)" is a collaborative effort between Tredegar Comprehensive School and Gwent Police to raise awareness about the dangers of texting while driving. The PSA employs dramatic storytelling and realistic scenes to depict the tragic consequences of distracted driving and is the only one of the three examples here to carry a viewer discretion warning. By showcasing a harrowing car crash involving teenage girls and a family, the PSA emphasizes the need for drivers to remain focused on the road. The first PSA reflects its mission in its messaging, urging viewers to avoid texting while driving to prevent accidents and save lives. The call to action is direct and poignant, imploring viewers to prioritize safety over distractions.

    In contrast, the "Glee Distracted Driving PSA: 'On My Way' (U.S. Department of Transportation, 2012)" leverages popular media to convey its message. Featuring characters from the TV show "Glee," the PSA highlights the dangers of texting while driving through a relatable and emotional narrative. Using popular media characters helps engage a younger audience and underscores the serious consequences of distracted driving. The U.S. Department of Transportation's mission to educate young drivers about safe driving habits is evident in this PSA. The call to action encourages viewers to stop texting while driving and directs them to the Distraction.gov website for more information, combining awareness with a practical resource for further education.

    The "1985 - 1999 Crash Test Dummies PSAs (U.S. Department of Transportation & Ad Council, 2014) adopt a different approach using humor and memorable characters. Vince and Larry, the crash test dummies, demonstrate the importance of wearing seat belts in various scenarios. This PSA series uses catchy slogans and humorous interactions to persuade viewers to buckle up, emphasizing the role of safety belts in preventing serious injuries or death in car accidents. The PSAs reflect their mission by promoting road safety and encouraging seat belt use. The call to action is engaging and straightforward, urging viewers always to wear seat belts and learn from the crash test dummies.

    Each of these PSAs effectively communicates its message through different techniques, reflecting the mission of its respective organization. The U.K. PSA uses dramatic storytelling to highlight the life-threatening consequences of distracted driving, while the Glee PSA leverages popular media and emotional appeal to engage younger drivers. The Crash Test Dummies PSA employs humor and relatable characters to promote seat belt use. Despite their varied approaches, all three PSAs share a common goal: influencing driver behavior and promoting road safety. Their calls to action, whether urging viewers to avoid texting while driving or always wearing seat belts, are designed to resonate with the audience and drive home the importance of making safe choices on the road.

  • In conclusion, these PSAs demonstrate the power of creative and targeted messaging in public safety campaigns. By reflecting on the missions of their respective nonprofit organizations and employing distinct communication techniques, they effectively raise awareness and encourage safer driving behaviors. Through their impactful calls to action, these PSAs contribute to the broader effort to reduce accidents and save lives out on the road.

  • Public Service Announcements (PSAs) are instrumental in raising awareness and promoting behavioral changes on critical social issues. They boast numerous benefits, such as broad reach and accessibility through various media platforms, which ensure widespread dissemination of important messages. The emotional impact of PSAs, achieved through compelling storytelling and relatable scenarios, effectively drives awareness and motivates viewers to take action (Mumaw, 2015). Additionally, PSAs serve an educational purpose by providing valuable information on health, safety, and environmental issues, which leads to more informed decision-making. Their cost-effectiveness, supported by nonprofit organizations and media companies, makes PSAs viable for promoting public welfare. Furthermore, PSAs reinforce positive social norms and behaviors, shaping societal attitudes over time.

  • However, PSAs face significant drawbacks. Viewers' limited attention spans demand that PSAs capture attention quickly and convey concise messages, which is challenging for complex issues (Mumaw, 2015). The saturation of media content can lead to desensitization, reducing the overall effectiveness of repeated messages. The impact of PSAs varies based on creativity, production quality, and relevance, leading to mixed results. Moreover, creators must craft PSAs carefully to avoid ambiguity or misinterpretation since misleading messages can undermine their goals.

    Creating effective PSAs involves navigating inherent difficulties. Balancing emotional appeal with viewer sensitivity is crucial to engaging without causing distress (Mumaw, 2015). PSAs must stay relevant to current social issues and audience interests, requiring continuous updates. Measuring the effectiveness of PSAs in changing behavior is complex, as increased awareness only sometimes translates to action. Additionally, nonprofit organizations may need more resources to produce high-quality PSAs.

  • Despite their challenges, PSAs remain a powerful tool for influencing public behavior and promoting social change. Their broad reach, emotional impact, and educational value make them essential in raising awareness and encouraging positive behaviors. However, overcoming the drawbacks and difficulties associated with PSAs require careful planning, creativity, and continuous adaptation to ensure they resonate with diverse audiences and achieve their intended impact.

  • Atiyeah, C. (2019). Everything you need to know about the VW diesel emissions scandal. Car and Driver. Retrieved from https://www.caranddriver.com/news/a15339250/everything-you-need-to-know-about-the-vw-diesel-emissions-scandal/

    Berman, B. (2020, February 25). Volkswagen plans to hire an 'aggressive' internal climate activist—Electrek. Electrek. Retrieved from https://electrek.co/2020/02/25/volkswagen-plans-to-hire-an-aggressive-internal-climate-activist

    Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson. Retrieved from https://www.scirp.org/reference/referencespapers?referenceid=3044185

    Lindstrom, M. (2012). Brandwashed:Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy. Kogan Page. Retrieved from https://www.researchgate.net/publication/280821625_Brandwashed_Tricks_Companies_Use_to_Manipulate_Our_Minds_and_Persuade_Us_to_Buy20122Martin_Lindstrom_Brandwashed_Tricks_Companies_Use_to_Manipulate_Our_Minds_and_Persuade_Us_to_Buy_London_Kogan_Page_2

    Mehawesh, M. I. (2013). Grammatical Parallelism in the Translation of Advertising Texts with Particular Reference to English and Arabic. Asian Social Science, p. 9*(10), pp. 254–262. Retrieved from https://pdfs.semanticscholar.org/f5d4/75136269d0b62a0cb92c5c58e14518977da7.pdf

    Mumaw, S. (2017, October 22). Storytelling for advertising campaigns. LinkedIn Learning. Retrieved from https://www.linkedin.com/learning/storytelling-for-advertising-campaigns/welcome?u=50813145

    News12, Long Island. (2022). Uniondale sisters break the color barrier to become the 1st Black twins featured in Doublemint Gum ads. Retrieved from https://longisland.news12.com/uniondale-sisters-break-color-barrier-to-become-the-1st-black-twins-featured-in-doublemint-gum-ads

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3.6 Design Challenge:

Writing Advertising Copy

for Video

Creating a Tag Line

The first step for this was to come up with a suitable tag line. I chose to go with the parallelism method, and I wanted to keep it simple and direct. In the end, I came up with the following:

Lucky Dog Rescue Orlando

Lucky Dog. Lucky Home. Lucky Family.

Normally, the next step would be to write an actual script, but I didn’t want to go that route. I already had a lot of great material from the Radio Ad and the Print Ad, and at this point, I felt that I wanted to get the feel of it once I could find some of the right video clips. This was a daunting task; the worst thing you can do is to give a visual storyteller free access to stock footage. I MAY have gone a bit overboard. In the end, I collected about 400 clips to work with… I did just say that I WENT overboard.

Next, I needed some music. I was starting to form a picture and structure of what I wanted to do, and now I needed that music track to set the tone. The track was 2.5 minutes, so I needed to cut it down. I went through and cut all of the parts to re-cut the song into the length that I needed, with the movements happening at the right time.

Once I had the music, I spent a few hours in Adobe Premiere Pro, sorting the footage into 4 categories:

  1. Dogs & People

  2. Dogs Alone (not homeless)

  3. Dogs & Medical Care

  4. Homeless Dogs

As I sorted, I would delete clips from the timeline in Premiere (not from my computer) that didn’t hit the vibe that I was starting to get a real feel for. This eliminated 20% to 30% of the footage in my timeline. Then I pulled my music track into the timeline, placed it at the front of the play head, and locked the audio track so I didn’t accidentally write over parts of the music bed when pulling video over the top of the track. This is not the usual way that I edit a spot, but I always try to follow my gut. Just to note, I don’t listen to my gut until I have done all of the legwork. Normally, I would start with a structured script, but I didn’t want this to be really verbose; I wanted the images to do most of the “heart-string-tugging” and let the words support that. Up until the very end, I wasn’t sure I wanted to have VO; I was seriously considering using text overlays to do any actual talking. Ultimately, I opted to tie into the client-provided logo build at the end and stick with Arial Rounded Bold for my font. The first 2/3rds of the spot would originally have motion graphics (animated text) overlays. However, I decided to do some voiceover that basically said what I would have said in motion graphics. In the end, I am really happy that I went that route.

Lucky Dog Rescue Orlando — :30 second Commercial Spot

I would like to add something. The voice in this video is AI. I have a subscription to a stock site called MOTIONARRAY.COM. They offer a new feature called VOICEOVER, and it is by far the most realistic series of voices that I have found to date. Because I am a member, they gave me 400 credits for free so I could try it out. For me to get access to this feature all the time I have to upgrade (of course), but I spent my 400 credits. It costs 1 credit per character (spaces count as characters, too). I spent most of my credits on this very light script, but I was blown away by the end product. Check out this interesting and slightly scary new tool, VOICEOVER HERE!

Mark Aro
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