The American Legacy Foundation was founded to educate the teens about the dangers of smoking. To this end, ALF employed a four step process of communication. These steps included; encoding, the medium of transmission, decoding and feedback. …
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To this end, a pile of body bags are used to represent a number of people who die daily in the United States. In addition to that, the A.L.F, have used dolls with writings on them that educate people about the dangers of smoking. Furthermore, they have created printed advertisements educating teens about smoking.
The second step pertains to the medium of transmission. In effect, the ALF has used several medium of transmission to convey their message. This evident in the visual medium that depicts the advertisement of body bags representing a number of deaths. It was a part of innovative television campaign. Moreover, the ALF used written channels through printed advertisements for sensitizing the teens on smoking. In addition to that, they used audio channel by sponsoring a radio show by the name truth-fm.
The third step involved the decoding process. To this end, the receiver translates the message to make sense. This step of communication occurred when the teens understood the adverts. Moreover, the high school girl, Katie confessed that smoking appeared to be reserved for adults and was forbidden among teens.
The last step of the communication process was related to feedback. Evidently, it is the response from the receiver to the sender. Consequently, it occurred in the process of teaching teens about smoking. Evidently, the A.L.F Chief Executive Officer testified that after one year of the campaign, 75 percent of the teens were in a capacity to accurately describe at least one of the adverts. Moreover, 90 percent of the teens said the adverts were convincing. Therefore, through this feedback it was evident that the teens responded well to the campaign against smoking.
against smoking. 2. Show how ALF is using oral, written, electronic, and nonverbal communication The ALF has used several media to convey their message. This was through oral, written, non-verbal communication and electronics. Foremost, they have used television and radio as a form of electronics media. This was whereby they sponsored a hip-hop radio show known as truth- fm. Moreover, electronic media were evident in the production of television commercials that showed dozens of crawling baby dolls with a message on their shirts. In addition to that, ALF reached teens through the internet website that attracts over 8000 people daily. As non-verbal media, the ALF used body bags to show the number of daily deaths that occurred in the United States. Moreover, written media were evident when ALF printed adverts for publications meant for teens. In addition to that, they used oral communication by conducting grassroots activities whereby the youths orally convinced peer youths about the dangers of smoking. Furthermore, they organized concerts which were attended by millions of people. 3. In your opinion, why is ALF successful when other organizations sending the same basic message are not? Is there anything ALF could do to increase its effectiveness? The ALF has been successful because of how they innovatively packaged their message in a manner that the teens could associate with it. Moreover, the teens felt like the truth campaign was in sync with their emotional feelings. Evidently, they saw it as a reason to rebel against authority as a way to assert their independence. However, it is
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