Test One

Music One

Music Two

Test Two

Statistics beginning

Statistics end

Original

Test Three

Different font, different colours

Different fonts, one colour

Same font, different colours

Same font, one colour

Test Four

Mixture of visual and audio

Faces

Voices/text

Mixture of both

Artefact Four

Here is my Focus group Brain storm for the Development of artefact Four

Artefact Three Evaluation

This focused on returning to develop artefact one, since artefact two did not lead to any logical further development, it was determined to concentrate on one area and test two different aspects to secure a better understanding. Artefact one filmed a variety of people however only a few were selected since quality was originally deemed more important, this proved incorrect. It was decided to use all the women and to try establish by isolating their voices can we see if this gives credibility and a more powerful message. If using the unseen can play with the audience’s imagination, if elements such as seeing and hearing make people today feel more apprehensive and concerned about drink driving adverts (DDA).

Two experiments were created using all the women’s faces captured for one advert, and their voices with words attached for another.

Quantitative data was used to gain feedback via a recording of a focus group with structured questions, since the questionnaires limited people’s responses. A group of men and women attended this recording in order to establish the differences between the genders.

The recording established using the women’s faces and voices separately portrayed different messages. Using their faces it was believed the women were blaming someone else for their actions or they have known someone who’d been through a drink driving incident. Using their voices with text it was believed the women blamed themselves and referring to their own experiences. Neither seeing or hearing was more effective, it was suggested using both the elements would make a more powerful message. The advert using faces was more visual, powerful but the message was clearer via the voices and text and it was more shocking, memorable and informative seeing the figures written.

To improve this artefact a series of tests using different elements such as music, font, sound, imagery and statistics is required.

Tutor/Focus group feedback recording

Focus group feedback recording

Tests

Just using faces

Just using voices with text

Artefact Three

Here is my Focus group Brain storm for the Development of artefact Three

Artefact Two Evaluation

This focused on people’s perceptions, by securing real responses and reactions from the public. By looking into drink driving by tackling the specific area of alcohol. To see how people react to a drink being more than tripled in price.

Filming customers at Blue Monkey Brewery-The Organ Grinder Pub gained qualitative data, where the barmaid’s were requested to ask their customers an extortionate price for their drinks and the customer’s real time reaction captured.

The customers captured were men, there were no women. A range of interesting reactions and shots were secured so there was sufficient visual and audio footage to make a drink-driving advert (DDA).

Shocking people on a more sophisticated level with making them believe the price being asked is real, getting an honest reaction from the customer proves graphic images doesn’t need to be shown to shock an audience. Showing people the consequences of drinking and how much it will cost them and what they could lose.

From reactions to artefact one women seem to not take full responsibility for their actions as highlighted by Don't jail my mum: Judge spares drink-driver after girl, 14, sends him pleading letter by Rob Cooper, which supports there being no women customers.

Quantitative data was used to secure feedback via a questionnaire within an observational focus group with an equal number of men and women, to compare different thoughts.

Which lead to the interesting findings:

Price of Alcohol

Male Statistics I discovered from questionnaires:

Female Statistics I discovered from my questionnaires:

Storyboard

Artefact Two

Here is my Focus group Brain storm for the Development of artefact Two

Artefact One Evaluation

This focused on women drink driving adverts (DDA), specifically on convictions statistics, which have constantly increased in the last 40 years from 924pa to 11,151pa, yet there are no DDA that target women. Men’s statistics are higher but have stabilised which may indicate why DDA have focused on men but women need to be publicised too and this is why this DDA artefact targets and features women, to provoke a reaction.

Women from the public were selected and asked them to express certain emotions into the camera. Scare tactics no longer work as highlighted by The lessons from the drink driving campaign by Anna Taylor. Messages need to be more subtle to communicate to society today to influence people. Qualitative data was used to gain feedback via a questionnaire to highlight the key opinions of men and women on DD using an observational focus group with an equal number of men and women feedback to compare different gender opinions. Expressing the women’s different emotions to the public about DDA collected quality data. It was established that men and women have different attitudes, perceptions and opinions on DDA.

Interesting statistics include:

The focus group established that no one really knows what the advert is about until the end and, that all the men didn’t think women did drink drive as people generally like to think women are more responsible than men and finally that women don’t identify themselves as seriously as men do to DD.

To improve this artefact the questionnaire could have a, got a deeper understanding by having 25 people complete the questionnaire while only 12 people gave sufficient valid data. Also, getting the women whom expressed their emotions to the camera to be more believable and sincere and to improve audio quality.