Communication Systems Promoting Different Adverts with the Same Message - Excessive Drinking - Research Paper Example

Topic: Excessive Drinking Name: Lecturer: Course name: Course code: Date: Excessive drinking Introduction Communication systems are very important tools in relaying or passing information to the consumers targeted; they are used to inform people on certain issues either to make people aware of certain products in the market, to warn people for example on effects of excessive consumption of alcohol or involvement in drug abuse, to encourage people to do something for example when they encourage people with disabilities to work hard because disability is not inability and many more reasons. Communication systems falls under a variety of categories like billboards, outdoor LCD newspapers television channels, radio segments and many others and they all form a mode of communication to the group targeted. Different communication systems are used differently to pass the information to various groups for example if billboards are used, they only pass information to consumers based in that particular region, when radio segments are used, they also target listeners of that particular radio station and when a national television channel is used its target is to reach all citizens of that country. Therefore, it’s important that before one chooses to make an advertisement he/she should consider the group targeted, geographical area, language, age, and even the economical background of the consumers. These should be considered when one wants to achieve the objective of advertisement. Key terms Discourse Discourse is a way of expressing thoughts in form of words either through talking or having a conversation. Appraising Appraising is a way of giving estimate the monetary value of something or assessing the value of something. Communications system This is the collection of individual tributary stations, transmission systems, networks for communication, data terminal equipment and relay stations which are capable of interoperation and interconnections to form a combined system. Ideology This is a form of conscious and unconscious ideas which constitute an individual/person’s goal, actions and expectations. Hegemony Hegemony is a name used to describe the dominance of a group over other groups, which implies that this one group has an advantage over others. Gender This is a group of classes that collectively include all nouns. Genre Genre is a word used term for any category of forms of art, literature and entertainment like music which can be audio, spoken, visual or written and is based on a set of stylistic criteria. Intertextuality is the art of shaping of a text meaning by another text and some Intertextuality can include plagiarism, allusion etc. Narrative This is a story which has connected events and can be arranged into different categories like fictional and non-fiction. It is usually narrated in a manner orderly to the way events occur i.e. from the start to the end. Surveillance Surveillance is the act of watching the activities, behavior and any other changing information mostly of persons for the reason of directing, managing, protecting or influencing something. My folio of examples comes from Australia with a product of drink driving. The advert named “He tipped on the dancehall” is a very nice example which passes a very strong message to people who drink excessively. The image of a man lying on a bed with a broken leg is a perfect way of warning people on this vice (http://www.advertolog.com/don-t-drink-and-drive/print-outdoor/he-tripped-on-the-dancefloor-10946555). This Print Ad titled He tripped on the dancefloor was done by Marketforce advertising agency in Australia. It was released in the Dec 2007. Another example was titled, “Lets date”. In this example there are a lot of images of people others lying in beds while others were seated on bed most probably because of drinking. The images do not give a clear impression but the text used passed a powerful message which states that: They’d love to show you a good time, never drink and drive. This text expresses the message in images and therefore it is used perfectly to pass the message to consumers. The advert was created by Drive Dry in South Africa (http://www.master-of-health-administration.com/10-powerfully-creative-anti-drunk-driving-ads). The last example I used was an advert with a person’s legs seated on a wheelchair. This advert has no text but when someone examines it closely he/she will realize that the person’s legs are in a wheelchair due to excessive drinking and driving. In my examples therefore there is both the use of different methods employed to pass the information to the people targeted i.e. use of text, images or a combination of both. I used information from the internet to get adverts related to excessive drinking. The internet is one of the most reliable sources of information and therefore I preferred to use it because it reached people from around the globe unlike those found in local newspapers, billboards, local television channels and even radio segments from different regions. Therefore, my choice, and I guess other consumers of the internet adverts use this method of communication system since it is easily accessed by many people regardless of the country, region or geographical background they come from. This from does well since it has no limit of consumers; it is meant for any person who is able to access the internet which makes the most reliable source and form of advertisement. Description of data and data collection I used random data collection method based on the internet to choose some of the adverts which had different arts with the same message of excessive drinking. I chose three adverts then I compared them to see how they pass the information to the consumer. Analysis of the Communication system The communication system used is the best and cheaper option as compared to the number of people it reaches. The web pages found in the internet are now becoming the most accessible by more people worldwide as compared to those adverts placed in certain regions for example when radio segments are used, they target a certain area. This form of communication is cheaper to employ and it does not expire since it is not exposed to external factors which may influence the longevity of its lifespan. Conclusion In conclusion, communication systems employed in advertisement are used differently by different people to pass information depending on the group targeted. Some communication systems pass information to a wide range of consumers as compared to others for instance, the internet is a tool accessed by people from around the globe hence it should be used as a tool to advertise matters touching on lives of many people regardless of the geographical background they are. There are many features employed in the adverts above which shows clearly how the communication system pass the message to consumers. They for example convey different ideas on excessive drinking and driving. Therefore before one decides on what form of communication system he/she should use, the following factors should be considered in order to make it a success: the target group for the advert, the cost of the communication system, the geographical coverage of the group targeted and the taste and prevalence of that group. An advert should be able to combine several factors together like genre, ideology, intertextuality etc to make that advert look creative to the consumer and at the same time pass the exact information intended for that purpose. When these factors are combined together, they make the ad to impress the viewer and also makes it easier for one to get the content of the message which is put in that advert be it in text alone, images or even when combined. Bibliography Fry, E., 2003. Dr. Fry's Word Sorts: Working With Letters and Diagraphs, Grades K-2. 2nd edition ed. s.l.:Teacher Created Resources. Fry, E. B., 1999. 1000 Instant Words. revised ed. s.l.:Teacher Created Resources. Knoblock, K., 2007. Increasing Fluency with High Frequency Word Phrases (Increasing Fluency with High Frequency Word Phrases). revised ed. s.l.:Shell Education. Read More