After watching this
PSA I was completely devastated, therefore I feel that this commercial
definitely served its purpose. MADD is an organization which feels that
devastating circumstances call for devastating measures.
Drunk driving is a plague that has drastically
affected anyone that it touches. Mothers against drunk driving use explosive
messages to detail the affects that drunk driving has on society. The way the
commercial let the events keep building up until the true messages is presented;
which are the affects that can happen from drunk driving, makes the anxiety
almost unbearable. As the rock music plays and they show different party scenes
you almost forget what commercial you are watching. The ad is entertaining and
just long enough, that just when you get comfortable the viewers are shocked
with the first accident. Then accident after accident, you see people flying in
the through the air, blood everywhere, people crying, and lives being
dramatically affected by these drunk drivers. In this ad the nonverbal
communication does all the talking because there is no speaking in this
commercial. I feel that the nonverbal gave a more dramatic effect to the
seriousness of drunk driving.
Sometimes nonverbal
communication is more effective than verbal communication. There are several
types of nonverbal messages that can enhance a source’s persuasiveness. Some
involves physical appearance that appeals to the receiver, such as dress and
grooming. Others include body movement or eye and facial behavior – creating
dynamic image, a sincere look, or appearing sociable. These nonverbal messages
all contribute to the individual’s image total impression. (Theory, 2009) In this drunk drivers PSA the
nonverbal messages were so clear from beginning to end. In the beginning you
can see the excitement and fun on everyone’s face. Then we saw many expressions
of tiredness, worry, or incoherentness. Then the expressions of pain, fear, and
turmoil. Each expression portrayed a different nonverbal message, which was
very clear of its meaning. The drastic expressions that one displays often
tells more than words.
Some messages are
much easier to present nonverbally. Overt delivery of a verbal message could
result in embarrassment, hurt feelings, discomfort, anxiety, and anger. One
example of such a message involves initiating or preventing interaction. (Theory, 2009) I also feel
that this PSA is also a great example of attempting to deliver a message which
causes discomfort, as well as a prime example of use of nonverbal communication
when involving initiating or preventing interaction, in this case it is the
drunk driver interaction.
In this MADD PSA
this organization was trying too not target one specific audience but every
audience. They showed teens and kids partying, adults, business man, addicts,
college students and anyone who may come in contact with drunk drivers. Which
is everyone! No one is exempt! MADD realizes this realization, which is why the
clear target audience is everyone and anyone, because drunk driving affects
everyone, even if you are no one you are around is even drinking. Innocent
victims die in drunk driving accidents every day!
Some of the mass
media persuasion techniques that MADD may have used in this PSA may have been
drastic or dramatic. However, the impact that MADD is trying achieve from the
PSA is extensive, therefore desperate situation call for desperate measures at
times. MADD chose to use a dramatic approach to persuasion. Dramatic style is a
dimension of communicator style that involves telling jokes, and stories to
illustrate points, exaggerating for emphasis and generally creating the
impression of “acting” when talking to people. (Theory, 2009) Drunk driving
has always been a growing concern with drastic impact on people’s lives. That
is why MADD chose to use methods that will cause you to remember images,
expressions, and cause a devastating thought process after watching this
commercial. This PSA was created to have big effects on those who watch it, so
that viewers are influenced to make better choices and make the choice not to
drink or drive, ride with anyone who is drinking or driving or to encourage
other to take keys or persuade others not to drink and drive. Persuasive
communication aims at three diverse persuasive effects. These effects are
changing, reinforcing, and shaping responses. The application of responses
allows for other types of possible persuasive outcomes to be included, such as
the changing, reinforcing, and shaping of emotions, perceptions, behaviors etc.
(Miller, 1980). (Bolatito, 2012)
Persuasion has many
effects. The type of persuasion also can determine the type of effect. There
are six categories of effects; Cognitive effect, Belief effect, attitudinal
effect, affective effect, Physiological effect, and Behavioral effect. (Potter, 2012) MADD was
attempting to trigger at least one or more pf these media effects. I believe
they were hoping cognitive effect, to be able to remember what we watched about
drunk driving and its effects and be able to process and store that
information. Attitudinal effect because MADD is hoping for this exposure to
provide elements to evaluate or shape their own standards of evaluation of
drunk driving and the effects drunk driving has on everybody. The most obvious
effect I believe MADD is attempting to achieve is the behavioral effect. This
media exposure influences an individual on doing something. In this PSA MADD is
influencing the viewers to change not only their beliefs or views on drunk
driving, but the behaviors of drunk driving.
After analyzing this MADD media PSA and
considering the communication theories of the persuasion and influences of this
type of ad, I strongly believe that they have achieved their goals effects and
will save lives with the devastating MADD media PSA.
References
Bolatito, O. (2012). Linkage between Persuasion
principles and Advertising. New Media and Mass Communication, Vol 8.
Cartwright, M. S. (2009). Practices of Looking:
An Introduction to Visual Culture. New York: Oxford University Press.
Potter, W. J. (2012). Media Effects. Thousand
Oaks: SAGE Publications Ltd.
Theory, C. C. (2009). Dominic A Infante, Anderw
S. Rancer, Theodore A.Avtgis. Dubuque: Kendall Hunt Punlishing Company.
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