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Examine carefully the images on Page 2 and Page 3 of Paper X which accompanies this examination paper - Junior Cycle English - Question 2 - 2013
Question 2
Examine carefully the images on Page 2 and Page 3 of Paper X which accompanies this examination paper. The images show anti-littering campaigns run by two city counc... show full transcript
Worked Solution & Example Answer:Examine carefully the images on Page 2 and Page 3 of Paper X which accompanies this examination paper - Junior Cycle English - Question 2 - 2013
Step 1
In your view, who is the target audience in the case of each of the anti-littering campaigns shown? Explain your answer.
Answer
For the Dublin City Council's guerrilla campaign, the target audience appears to be:
- Passing pedestrians: Those who see the campaign while walking in public spaces.
- Young people: Typically more likely to engage with unconventional and surprising marketing tactics.
- Environmentally conscious individuals: People concerned about littering and maintaining clean public areas.
In contrast, the Limerick City Council's traditional poster campaign aims at:
- Students/young people: They tend to be more visually attracted to bold and clear messages.
- General public who frequent the area: This includes older demographics who might be more traditional in their communication preferences.
- Those careless with litter: Specifically targeting individuals who need guidance about maintaining cleanliness in their surroundings.
Both target audiences are reached through different methods suited to their habits and interests.
Step 2
Using your knowledge of advertising and media studies, outline one way Dublin City Council could continue its anti-littering campaign.
Answer
Dublin City Council could consider implementing a social media campaign that leverages platforms like Instagram and TikTok. This could involve:
- Creating engaging and shareable content showcasing the impact of litter on local communities.
- Encouraging user participation through challenges or hashtags that promote litter cleanup efforts.
- Collaborating with local influencers to amplify messages and reach a broader audience, particularly the youth demographic. Such a campaign would maintain the guerrilla spirit while utilizing the vast reach of digital platforms.
Step 3
In your view, what are the advantages and disadvantages of the two types of campaign illustrated on Page 2 and Page 3 of Paper X? Explain your answer.
Answer
Advantages of the Poster Campaign:
- Clear messaging: Posters effectively communicate the message in a straightforward manner.
- Visual appeal: They can attract attention immediately if designed well.
- Cost-effective: Relatively inexpensive to produce in bulk.
- Long-lasting: Can remain in place for an extended period, promoting repeated exposure.
Disadvantages of the Poster Campaign:
- Limited engagement: May not draw significant interaction from the audience.
- Easily ignored: Passersby may overlook posters if they blend into the environment.
- Vandalism or weather damage: Can result in loss of message and effectiveness.
Advantages of the Guerrilla Campaign:
- Surprise element: The unexpected nature can capture attention and create a buzz.
- Viral potential: Good campaigns can be shared widely across social media, attracting more views than traditional methods.
- Engages diverse audiences: Appeals especially to younger demographics who enjoy novel experiences.
Disadvantages of the Guerrilla Campaign:
- Risk of confusion: If the message is unclear, it may fail to communicate effectively.
- Short-lived: These campaigns often have a brief impact and may not provide sustained awareness.
- Logistical challenges: Can require more complex planning and execution than traditional methods, necessitating additional resources.