Isn't it funny that Marketing tactics are the most to blame for the current ineffectiveness of PSAs!
Though this makes sense, it poses a problem: if in fact the overuse of environmental visuals in current advertising is responsible for desensitizing the audience to actual environmental PSAs, this would imply that before such tactics were used, PSAs were effective... wouldn't it?
this just adds another layer to my research... I wish we had more time for this thing!
Tuesday, March 24, 2009
I am a bit annoyed
though I definitely and happily see where my research is leading me, I am getting a bit overwhelmed by the class itself...this is mostly because of the bad habit I have of not checking blackboard or my emails often...suddenly I realize that I am behind, not on the work itself but on something that was to be submitted last class!!!! man!
Monday, March 9, 2009
Environmental-friendly cows that don't fart! (pardon my language)
I conducted my first interview today ... the outcome was awesome…. I got to quote this guy in my research!
The interview was with producer and media connoisseur Carlos Deyarza and the problem with PSAs according to him is not necessarily the that they are not will structured or that they air on inaccessible time, the problem is that we are so bombarded with ads about the environment which by the way have become so ridiculous that we become insensitive the actual PSAs!
Remember that the ads are by a company with the highest intentions to, of course, sell that company or product. Well now they look so much like the actual environmental PSAs “showing the hills, the environment and so on" that people can't make the difference anymore, and thus the PSAs fall into the same category of advertisement, trying to sell something - see the loss of credibility there!
“The environment is being used as a commodity, a bullet point, a sell point,” said Deyarza; “essentially every ad is an environmental ad”. He continued by saying, “ Nike use to be about running fast and jumping high, but now it’s about ‘this tennis shoe is made of biodegradable materials.’ It's not about "we have the best tacos," it's about “our tacos are made with environmentally friendly cows that don't fart!" (Because you know that this 'endeavor' has an impact on the environment.) Consequently the actual good environmental PSA that comes after such a lineup has lost any potential for effect or credibility! There is almost no difference between a hybrid Chevy ad that shows the beauty of the environment, the hills and so on and an actual green PSA!
The solution: create something drastically different than the usual, creatively that is.
Also, Mr. Deyarza has had the chance to produce a few PSAs (though not about the environment) that he says were effective. What they had in common: they were all attached to an event. Maybe that is something to consider in producing a PSA for the environment!
The interview was with producer and media connoisseur Carlos Deyarza and the problem with PSAs according to him is not necessarily the that they are not will structured or that they air on inaccessible time, the problem is that we are so bombarded with ads about the environment which by the way have become so ridiculous that we become insensitive the actual PSAs!
Remember that the ads are by a company with the highest intentions to, of course, sell that company or product. Well now they look so much like the actual environmental PSAs “showing the hills, the environment and so on" that people can't make the difference anymore, and thus the PSAs fall into the same category of advertisement, trying to sell something - see the loss of credibility there!
“The environment is being used as a commodity, a bullet point, a sell point,” said Deyarza; “essentially every ad is an environmental ad”. He continued by saying, “ Nike use to be about running fast and jumping high, but now it’s about ‘this tennis shoe is made of biodegradable materials.’ It's not about "we have the best tacos," it's about “our tacos are made with environmentally friendly cows that don't fart!" (Because you know that this 'endeavor' has an impact on the environment.) Consequently the actual good environmental PSA that comes after such a lineup has lost any potential for effect or credibility! There is almost no difference between a hybrid Chevy ad that shows the beauty of the environment, the hills and so on and an actual green PSA!
The solution: create something drastically different than the usual, creatively that is.
Also, Mr. Deyarza has had the chance to produce a few PSAs (though not about the environment) that he says were effective. What they had in common: they were all attached to an event. Maybe that is something to consider in producing a PSA for the environment!
Thursday, March 5, 2009
What do you think?
I have stated before that so far my reserach show that PSAs can't realisticaly change behavior and thus we should not expect such an outcome. Yet in Wikipedia's definition of a Public Service Announcement it is written : " (...)PSAs are intended to modify public attitudes ..." \Does this mean that
1- there is a gap between the intentions behind PSAs and the actual reality of what they can do?
2- or that the resources I am using are wrong for stating that PSAs can't in themselves change behaviors ?
3- or maybe the word attitude here refers to something other than "behavior."
WHAT DO YOU THINK?
Now I understand that Wikipedia is not a scholar resource, therefore - something I did not think of before - I will research to find out what is the definition for PSAs according to more creditable resources.
1- there is a gap between the intentions behind PSAs and the actual reality of what they can do?
2- or that the resources I am using are wrong for stating that PSAs can't in themselves change behaviors ?
3- or maybe the word attitude here refers to something other than "behavior."
WHAT DO YOU THINK?
Now I understand that Wikipedia is not a scholar resource, therefore - something I did not think of before - I will research to find out what is the definition for PSAs according to more creditable resources.
went email crazy for the survey
I have sent this survey to every person in every class I have this semester... but here's the best, for some reason my classes from last semester are still posted which means I was able to email all of these people as well!!!! I'm so happy about that; even though I can tell that some people will probably receive my email more than once ( we probably shared a few classes) and may end up getting sick of me.
-->If you are one of those people I am sorry, sincerely, but all is fair in the name of research right? wait, forget I said that...I DID NOT MEAN IT DVORAK, NO LIABILITY ISSUE HERE:)
-->If you are one of those people I am sorry, sincerely, but all is fair in the name of research right? wait, forget I said that...I DID NOT MEAN IT DVORAK, NO LIABILITY ISSUE HERE:)
Survey
Would you all be so kind to take this survey... I'd appreciate it!
Click'>http://www.surveymonkey.com/s.aspx?sm=Nox0gUHcVxDv72Gbu7GinA_3d_3d">Click Here to take survey
Click'>http://www.surveymonkey.com/s.aspx?sm=Nox0gUHcVxDv72Gbu7GinA_3d_3d">Click Here to take survey
back up interview
I finally found out the true importance of having a backup interview... my main interview person has been sick for two weeks now.... curiously it started on the actual date the interview was scheduled... Anyone superstitious?
anyway, now I have to go with Carlos Deyarza , am sending him an email today, we have spoken and I know that we will have the interview tomorrow.
Moving forward of course!
anyway, now I have to go with Carlos Deyarza , am sending him an email today, we have spoken and I know that we will have the interview tomorrow.
Moving forward of course!
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