Management Communication

...

The government of New Zealand has impose the road safety advertising in order to overcome drink-driving issue through changing drivers’ attitude on the road. Thus, people in New Zealand have prior awareness about the advertisement. As an outcome, the campaign is efficacious as it has received 2.1 million hits on YouTube and over 90 per cent of individuals recall the advertisement when encouraged (Chitty et al. 2015).

Overall, compared to globally centrality the seed targeted by locally centrality have comparatively better opportunity of accomplishing the potential market since they are close to each users.

Question 3

In advertising, a fear appeal known as a message that is intended to scare the specific audience by explaining a critical threat to them. The tactic of the fear advertising is to motivate and encourage the targeted audience to involve or not involve in specific behavior based upon an anxiety. Fear is frequently used to promote many services, products, social marketing campaigns such as drink- driving, anti-smoking, and sunscreen usage and alcohol abuse (Magloff 2015)

Although operating fear appraisal in advertising has reach accomplishment to certain extent, but the tension of fear will increase as the persuasive effect of fear advertising reduces. Generally, high level of anxiety pressure causes fear and stimulates protective responses from audience, mainly those with empathy and very close with the problem to release from the message. In that case, introduction sense of humour in fear advertising to diminish protective responses and at the same time the persuasiveness of fear advertising rises (Mukherjee & Dube 2012)

Besides, threat persuasive might have negative significances for the consumers in fear advertising. Although threat is negative in valence but the valuable information that can help defend us from harm. When the threat information and humour works together, they act as a buffer. The effects of humour in advertising based on how well the information of threat is matched to the specific audience. And, the positive or a negative impact to general persuasion resulted by humour buffer. In addition, humour also can reduce perceived negativity and simplify information processing of threat by reframing the message in fear advertising. The advertisement is more approachable, allows the viewer to observe the note as less threatening and communicates about the information of threat (Yoon & Tinkham 2013)

According to the case study, in New Zealand the Legend campaign practices humour advertisement which is focuses on male youngsters to implement immediate action towards their mates to prevent driving drinks issues. The advertisement with humorous basics work effectively in order to break through the social barrier among the male youngsters and also provide safety margin against driving drink problems (Chitty et al. 2015). The humour and fear in the Legend marketing campaign attracts huge number of young people and also received defensive responses immediately. As a result, the use humour in fear advertising has been very effective and successful.

[pic 2]