Advertising Campaign Analysis

Develop the design brief for the client Include the following in the brief: • Identify and describe the advertising problem. Use the analysis of the client's current advertising you did in Week 1. Use a several sentences. Add details. • Formulate the campaign objective. Objectives should be measurable and tell us what you will change, how much of a change will be made, and how long it will take. Here are a few helpful links: • http://yourbusiness.azcentral.com/three-main-advertising-objectives-1412.html • http://smallbusiness.chron.com/examples-advertising-objectives-strategies-3271.html • • Describe the tone of voice for the campaign. Explain why you recommend this tone of voice. Again, tone can be humorous, serious, casual, formal, etc…Why is this tone key to reach your target audience. For example, you likely wouldn’t use a formal tone to reach the teenage market. Also, tone can involve other elements, such as color, design, image choices. • Give examples of how you will use the new tone of voice to adapt the client's original advertising. You can create headlines, change sentences, rework the tagline, etc. How might the new tone differ from the old? Explain. • Support your recommendations with research and indicate how each of these will help the campaign reach the target market. For example, if you are changing the tone from serious to causal, why is this a good choice for your new market? Also, tone can involve other elements, such as color, design, image choices. In addition to the design brief, include a memo that explains what a design brief is and explain the choices that you made. Here is a helpful link about writing a memo: https://owl.english.purdue.edu/owl/resource/590/04/ Violent extremism Q3. What is the specific focus of your case study? [Briefly state the crime/harm you intend to consider – be specific and focused. E.g. illegal trade in rhino horn; adult sex work in brothels; theft of cultural artefacts during periods of war; etc.] The crime that will be considered is terrorism in both the United Kingdom and in the United States of America. More specifically I will compare and contrast the reasons for and against why terrorism may be higher in one country than the other. Aswel as this I will be looking at various theoretical and academic perspectives that can help answer why terrorism occurs in general, and specifically to these countries. Q4. What is your country or time of comparison? [Briefly also state why you have chosen this comparison] I will be comparing the United Kingdom and the USA from the year 2000 to 2018. The reason for selecting these two countries is due the vast terror attacks portrayed by the media, so it would be interesting to dwell deeper into the underlaying causes and reasons for the attacks. The time scale of the year 2000 to 2018 in particular allows me to cover the events of the 9/11 attacks in the USA for example, as it is a major terrorist attack that could help give me many answers for my objectives. Both Britain and the USA have also tried to fight and prevent terrorism and it is interesting to compare both countries strategies and the resulting outcomes. There is more points to make with these two countries due the high number of events that take place. Q5. What is the nature of the crime being committed? [Say here a little about what crime occurs & how it is committed, as well as what you will look at more in the case study. Where relevant mention both countries/times] The nature of the crime is terrorism. Terrorism breaks down further into portraying a hateful agenda, instilling fear, murder, getting across certain ideologies and according to Ziad (2008), terrorism can be defined as violence or the threat of violence directed at non-combatants for political purposes. Five examples of UK terror attacks: Hanna, J.H. (2017) 1. Westminster Bridge vehicle attack and stabbing- 22nd March 2. Manchester bombing- 22nd May 3. London Bridge and Borough Market attack- 3rd June 4. Van hits pedestrians outside mosque- 19th June 5. Blast on London Underground train- 15th Sept 2017 According to Bennet (2003), terrorism is defined as a premeditated, politically motivated violence perpetrated against non-combatant targets by subnational groups to influence an audience. In the case study I will look to what extent people are influenced by terrorism and in what way. A contemporary example of a "premediated violence" is the event of 9/11 in the USA. Bennet also mentions it is random and will impact whomever happens to be in the wrong place at the wrong time. Terrorism takes on many forms, including kidnapping, assassination, cyber-attacks and the use of WMD. Five examples of UK terror attacks: Singman, B.S. (2017) 1. Truck rams into cyclists, pedestrians in New York City- 31st Oct 2017 2. Ohio State- 28th Nov 2016 3. Orlando nightclub shooting- 12th June 2016 4. Philadelphia, Penn- 7th Jan 2016 5. San Bernardino shooting- 2nd Dec 2015 Q6. Who is affected by this crime and how? [Consider who are the ‘victims’ of this crime, and/or others that may be harmed by it. Where relevant, mention both countries/times] The basic goals of terrorism are to cause casualties according to Bennet (2003). Innocent people are affected both mentally and physically. Many people may be inclined to join terrorist organisations as one of their objectives is to spread their evil ideologies. An example of someone influenced by terrorism is Salman Abedi who was behind the Manchester Arena bombing. According to Enny Das, Brad J. Bushman, Marieke D. Bezemer, Peter Kerkhof, and Ivar E. Vermeulen (2009), they found from one study that a mere 12 minutes of exposure to terrorism-themed news sufficed to increase prejudice against Arabs in general. The other obvious victims are innocent people who have no affiliation to terrorist organisations. The terrorists also put their own lives in danger. Q7. Who is thought to commit such crime? [Consider who the perpetrators of this crime are. Where relevant, mention both countries/times] The media shows us names like ISIS, Hamas and Al-Qaidah. Muslims are thought to commit these sorts of crimes. Terror attacks carried out by Muslims receive more than five times as much media coverage as those carried out by non-Muslims in the United States, according Kentish, B.K. Another finding from Kentish is his analysis of coverage of all terrorist attacks in the US between 2011 and 2015 found there was a 449 per cent increase in media attention when the perpetrator was Muslim. This suggests the media is making people disproportionately fearful of Muslim terrorists. Q8. To what extent (how much) does this crime take place? [Mention also any other sources you intend to use in your case study to add to what you have found out so far. Make sure you consider extent for both your countries/times] According to Parliament UK. (2017) • 460,000 stop and searches carried out under section 44 powers from 2007-08 • 3,000 searches (0.7%) led to an arrest being made. • 9 of 108,685 people stopped and searched in 2009-10, only 517 were arrested (0.5%), and only two arrests were terrorism related. • 2010-11, there was a total of 11,787 searches and 79 arrests (0.7%). None of the arrests in 2010-11 were for a terrorism related offence. The following statistics on stop and searches for terrorism have been ineffective proving further terrorist attacks are carefully planned. Q9. How do you intend to consider the issues in questions 5-8 critically? [What sorts of things will you be saying in your case study to critique the points presented about nature, victims, perpetrators and extent? E.g. lack of information on extent if the issue is under-reported] In question five it can be argued that the media disorientate the reality of who the actual perpetrators behind the attacks are. Secondly reports about mass killings are themselves biased, specifically that the label “terrorism” is more readily applied to killings perpetrated by Muslims than those perpetrated by non-Muslims. According to Samuel R. Sommers and Phoebe C. Ellsworth (2000) they state we judge members of our own groups more positively than members of other groups. For example, one experiment found that White mock jurors judged Black defendants as guiltier, more violent and more aggressive than White defendants. Q10. Why is this crime of particular contemporary concern? [Why is this considered an issue/problem/cause for concern at this moment in time and how do we know this? E.g. political interest, media attention. It may be relevant to mention both countries/times here] The crime of terrorism destabilises societies and puts people's lives in danger. The terrorist attacks cause war as countries including the UK and USA go out to fight organisations like ISIS and kill many innocent civilians, making them terrorists also? Q11. What theories do you think are most useful in explaining why this crime takes place? Why have you selected these? [Also note if you think different theories are more applicable to the different countries/times] Krieger, T.K. & Meierrieks, D.M. (2011) states the following theories to help explain Terrorism Economic Deprivation • Relative deprivation- violence generated when discrepancy between what individuals think they deserve and what they receive through the economy. Terrorist organizations should find less costly to recruit frustrated followers or to receive funding from supporters when economic deprived. Political and institutional order • Large-scale government make it difficult for societal groups to pursue rent seeking, making it more attractive to gain rents through violence (Kirk 1983). Political transformation and instability • Individuals may join a radical organization because there are few non-violent alternatives, meaning low opportunity costs of violence but high payoffs from terrorist success, meaning increased benefits of violence. Identity and cultural clash • Groups may exhibit different identities like religion which can lead to conflict between groups within a country or between different countries like Islamic countries against the West. Q12. How will you introduce criticality in relation to theory/explanation? [6 marks] I will critique various theories by using the work of academics on terrorism. I will use the cases of terrorism and put them up against the various theoretical frameworks I have mentioned throughout this case study proposal. I expect to find that many theories will mostly support and explain the cases but on the other hand will rarely oppose the theories. Q13. What specific responses to this crime/harm do you intend to include in you case study? Why are you focusing on these? [Remember that responses may be legal, regulatory, enforcement or social and that you do not need to cover all of these – only those that are most relevant. You should show you have begun to think about any similarities/differences between the two countries/times] The News Value Theory according to Altheide, 1997; Liebes & Frosh, (2006) states something is worthy of making the Media if it will attract viewers. These media portrayals have the potential to increase prejudice against Muslims as a group for example, despite Muslims’ extremely limited involvement in and support for mass killings (Ogan, Willnat, Pennington, and Bashir 2007). The article by D.Paul (2015) “Why Robert Lewis Dear Is Terrifying But Not a Terrorist” shows how people from different races commit terror attacks, but it is thought they do not do it in the same malice or have similar connotations attached to their actions compared to a Muslim. The article states 'Robert Lewis Dear, a White, conservative Christian attacked a Planned Parenthood, killing three people and injuring nine others, for apparently political reasons (i.e. an opposition to abortions). Former governor of Arkansas, Michael Huckabee labelled the incident an act of domestic terrorism, but Senator and former 2016 presidential candidate Rafael Edward “Ted” Cruz did not, explicitly stating a belief that Christians do not commit acts of terrorism.' In two experiments all participants read about the same attack, but half the participants were told that the perpetrator was Muslim while the other half were told that the perpetrator was a White non-Muslim. Despite the fact that the behaviours were same, it was hypothesized that participants would judge the Muslim’s behaviours more negatively and that this effect would be mediated by an increased tendency to label the behaviours “terrorism.” Rating Scale • To indicate behaviours to be terrorism, participants responded 7-point Likert scale (1?=?Not at all, 7?=?Very much) Results Muslim perpetrator M?=?5.87, White, non-Muslim perpetrator M?=?3.80 Q14. How will you introduce criticality in relation to responses? [What things will you cover in the case study to critique the responses proposed in question 13] I will respond critiquing the responses by looking into the role of the media and how it influences people's beliefs towards terrorism. I will look at how the UK and the USA both react to terrorism and how the media also portrays this. I believe the media plays a large role in instilling fear and blows things out of proportion so will be interesting to look at the cause and effect of the media. The responses of various people towards terrorist attacks depends on who the perpetrator was, as stated above Rafael Edward “Ted” Cruz said Christians do not commit acts of terrorism. I will critically discuss the relation between terror attacks committed by white people and people of other religions and ethnicity, to see if the what causes different labels for different people.