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EARTH WRITE Page 32
7.1.6 Be Realistic
• the safety message is too soft
• the safety message should be more emphatic. It was hidden in the romantic
representation of rural family life
• show serious side of what could happen if proper safety features are not in place
• add fear factor, show a man missing an arm, tell gross tales of loss
• maybe add some shock value, scare people into action
• have children/ teens involved in active roles of safety with equipment or chores
around the farm
• it just says " Practice Safety"; it doesn't show what can happen if safety is ignored
• more women speaking; more children speaking, use of different types of tractors
i. e John Deere
• I would focus more on the children and make the dialogue more natural. Real
people don't say " Safety on the farm makes it more efficient."
Again the audience here has identified the mixed messages in the vignettes that are supposed to
be about safety, but that are really about something else
7.1.7 Persuasive Power of the Message
Ninety- six percent of these respondents indicated that the message showed no peer
pressure used by positive role models while, 85 indicated the messages contained no fear appeal
Fifty- eight percent of the respondents indicated that persuasion was accomplished using the
farmer as the authority figure, and 28% indicated persuasion was garnered through the parent
The gender of the authority figure was overtly mentioned by 19% of the respondents;
moreover, the subsequent discussion revealed that, when the respondents mentioned " farmer"
( 42%), they meant a male farmer This means that two- thirds of the group were actively thinking
about the authority figure and the main speaking voice being predominantly male.
This may or may not be significant for AAFRD The dominant male- ness of the television
messages reinforces the ideal image of the family farm. Future audience analysis, for these
campaigns, may confirm this as a practical decision or may suggest some alterations.
7.1.8 Overall Perception of the Message
The respondents indicated that the message of the videos was obvious: that safety on the
farm is a good thing They also received these very strong message clusters:
Object Description
| Rating | |
| Title | Project Report "A Safe Farm, is a Great Place to Grow" |
| Subject | Farm Safety; Agriculture |
| Description | Farm Safety Project Report |
| Language | en |
| Format | application/pdf |
| Type | text |
| Source | Alberta Women's Institutes |
| Identifier | awi0811096 |
| Date | 1999 |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
Description
| Title | Page 43 |
| Format | application/pdf |
| Source | AWI Collection |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
| Transcript | EARTH WRITE Page 32 7.1.6 Be Realistic • the safety message is too soft • the safety message should be more emphatic. It was hidden in the romantic representation of rural family life • show serious side of what could happen if proper safety features are not in place • add fear factor, show a man missing an arm, tell gross tales of loss • maybe add some shock value, scare people into action • have children/ teens involved in active roles of safety with equipment or chores around the farm • it just says " Practice Safety"; it doesn't show what can happen if safety is ignored • more women speaking; more children speaking, use of different types of tractors i. e John Deere • I would focus more on the children and make the dialogue more natural. Real people don't say " Safety on the farm makes it more efficient." Again the audience here has identified the mixed messages in the vignettes that are supposed to be about safety, but that are really about something else 7.1.7 Persuasive Power of the Message Ninety- six percent of these respondents indicated that the message showed no peer pressure used by positive role models while, 85 indicated the messages contained no fear appeal Fifty- eight percent of the respondents indicated that persuasion was accomplished using the farmer as the authority figure, and 28% indicated persuasion was garnered through the parent The gender of the authority figure was overtly mentioned by 19% of the respondents; moreover, the subsequent discussion revealed that, when the respondents mentioned " farmer" ( 42%), they meant a male farmer This means that two- thirds of the group were actively thinking about the authority figure and the main speaking voice being predominantly male. This may or may not be significant for AAFRD The dominant male- ness of the television messages reinforces the ideal image of the family farm. Future audience analysis, for these campaigns, may confirm this as a practical decision or may suggest some alterations. 7.1.8 Overall Perception of the Message The respondents indicated that the message of the videos was obvious: that safety on the farm is a good thing They also received these very strong message clusters: |
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