RESEARCHING A MEDIA PRODUCT

What is the purpose of the advertisement? The main purpose of this advertisement is to encourage the target audience (teenagers) to look both ways before crossing the road. It does this by showing some of the most tragic consequences of not thinking before you act. This advert is an attempt to lower the amount of casualties caused by teenagers crossing the road without thinking, as this is a mistake that can easily be prevented if teenagers are provided with suitable knowledge of the consequences that are purposefully shown to make teenagers more aware of the dangers of some of their surroundings. THINK! WEBSITE INFORMATION: To communicate the key messages about avoiding distractions and persuade teenagers to change their behaviour. To encourage teenagers to take responsibility for themselves and others on the road. To engage teenagers in a way which makes them feel that road safety is an issue they own and about which they can make their own responsible choices.

Who is the target audience for this product? The target audience for this product is quite clearly teenagers. This is made clear by the age of the main character, along with some of the other people involved in the advert such as the boys friends. There are also other elements in the advert which help identify the target audience, such as the setting; the advert starts outside a school.

Secondary Research: Teenagers – pedestrians (THINK! WEBSITE) The facts: Young people aged between 11 and 16 are more at risk of being killed or seriously injured as a pedestrian or cyclist in a road accident than other age groups. 1, to 16-year-olds were killed or seriously injured as pedestrians, cyclists and car occupants in Traffic is the biggest cause of accidental death of 12 to 16-year-olds. Almost 1 in 5 teenagers report having been involved in a road accident or "near miss" on their way home from school. But only 4 per cent said that road safety was their main concern. THINK! strategy for teenage pedestrians: Research has found that teenagers are easily distracted on the roads, especially when they're in small groups of friends. THINK! works to encourage teenage pedestrians to be more aware of traffic and to avoid distractions when crossing the road. For example; research found that 62% of teenagers admitted to being distracted by talking to friends while crossing the road. The THINK! campaigns focus on avoiding distraction, being visible and reinforcing basic road safety principles. They also include advice for parents on how to help keep teenage children safe on the roads.

What does the audience think of the advertisement? I have been unable to find any comments from people regarding their thoughts on this advertisement, however I found out from the ‘THINK website’ that it was the winning advertisement for pedestrians; "Ghosts", encouraged teenagers not to be distracted by listening to music while crossing the road, and also showed that it's safer to cross the road at a pedestrian crossing. I have also conducted other research in the form of a focus group; in order to obtain various people’s thoughts and opinions on the advertisement. Here are their opinions: – ‘‘It makes a real impression the first time you see it on TV!’’ – Jade Foynes. – ‘‘Its had a huge affect on me’’ – Daniel Thacker. – ‘‘I look both ways every time I cross the road now’’ – George Belham. – ‘‘I doesn't have any affect on me’’ – Tito Bance. – ‘‘Absolute claaaassss advert!’’ – Richard Sims. – ‘‘It’s OTT and cheesy and makes me wanna do the opposite!’’ – Richard Knowles. – ‘‘It made me cringe!’’ – Caroline Marriott.

BY RHYS SPRIGGS THANKS FOR LISTENING! AND REMEMBER…