Woodsy Owl was the mouthpiece for a 1970's public service campaign to prevent littering.
To view a public service announcement (PSA) from the campaign, see the links below.
Tonight, we examined the S (sender) of the SMCR model by investigating the art of rhetoric. Our search focused on two questions: 1) What is rhetoric? and 2) What rhetorical techniques do senders use to influence public opinion?
Rhetoric is generally thought of as the art of persuasion through effectively (carefully crafted) speaking and writing. The study of rhetoric dates back to Aristotle (ancient Greece) and encompasses law, politics and art. Today's rhetoric surpasses speaking and writing to include multimedia effecting all of the human senses. Rhetorical strategies can impact sight, hearing, taste, smell and touch as well as logic (reason). Common rhetorical fallacies include: appealing to emotions or authority; using metaphors, allusions or archetypes; creating a bandwagon; introducing a red herring; and many more. To examine rhetoric in practice, we read Barthes' Operation Margarine and Zizek's A Cup of Decaf Reality.
- DUE SESSION 7 (3/05) -
Writing Assignment: Journal 6
Project Homework: LAP Proposal (worksheet)
Reading:
- Collective Opinion as Social Force - Irving Crespi (pp. 47-75)
- Public Service Announcement (MBC)
- Public Service Announcement (Wikipedia)
- Public Opinion (Wikipedia)
Viewing Assignment (required):
- David Lynch's Public Service Announcement ('06)
- The faster the speed, the bigger the mess ('06)
- This is your brain on drugs ('80s)
- Give a hoot; don't pollute ('70s)
- Take a bite out of crime ('81)
- Perversion for Profit ('65)
- Duck and Cover ('51)
- The Egg and US ('52)
- What public issue does the campaign address?
- What rhetorical devices (appeal to emotion, etc.) does it employ?
- What techniques (audio, camera angles, etc.) does it use?
- How does the ad engineer public opinion regarding the issue?
Click on the image below to view a printable version of the campaign proposal worksheet.
25 comments:
This is your brain on drugs (80)
The campaign addresses the issue about drugs, and what drugs can do to your brain. The rhetorical device which to employ this campaign, was the fallacy, because it appeal to the emotions of what drugs can do to anyone doing drugs especially, a long peorid of time. In this campaign on drugs, a camera was used at an angle, to show an egg frying in a pan, and seeing what can happen to your brain when using drugs. Therefore, veiwing someone's brain actually frying, because of drugs, will get attention from the public on the issue concering the use of drugs.
David Lynch's public service announcement (06)
The second campaign address the issue of litter, and how it can become a major problem with just one paper thrown to the ground. This campaign appeals to the people living in the city. In addition, it is telling them not to litter, because of how dirty, and stink the city will become through littering.
The technique used for this campaign, is music, and a no talking video showing how bad the city has gotten with litter, and also showing the rats coming out and running around the city, because of food thrown all over the streets. Therefore, seeing rats running all around the streets, as well as in the subways, is enough to engineer the public opinion regarding the issue of littering.
Linda Shorts
McGruff: take a bit out of crime (‘81)
This campaign addresses the issue of crime in neighborhoods and that there are people out there that care about their neighborhood, and are out there on what they call neighborhood watch teams who will call the police if they see a crime in progress. The rhetorical device used to utilize this campaign was sight, speaking, and appealing to your feelings that big brother is watching. The technique used was animation, audio, mixed with human realty. The public opinion regarding this issue is if you do the crime you will pay the time for it.
The faster the speed, the bigger the mess (’06)
This second campaign addresses the issue of speeding the lives that are lost, and the people who are injure sometimes for life. In addition the other people who are left to suffer from these accidents. The rhetorical device used in this campaign was the emotions of right and wrong. The techniques used were cameras angled at mangled cars and the crashed bodies of people. The public opinion regarding this issue is that people slow down and drive safely to regard other people’s life as well as your own.
Betty Corbett
Perversion for profit ('65):
This campaign addresses a moral controversy that I think will never be satisfactorily resolved.The models in the campaign had their faces and body parts blacked out. This I believe was a technique to appeal to the public's moral majority.
We see here that sexual deviance is protected by constitutional rights. I believe that only adults should be allowed to purchase and view these types of materials. Unfortunately, the materials have and always will fall into the hands of minors. And what about the members of the moral majority who enjoys these materials on the down low?
This is your brain on drugs (80s):
This campaign has a great appeal to the fear factor that we as humans possess. However, it will only appeal to our fears if we have the sense to know what is good for us or not.
The egg frying in the pan couldn't be a better technique of showing us what drugs can do to our brains but also frying in the pan are our lives,loved ones, and homes.
David Esquilin
The faster the speed-The bigger the mess (06)
This PSA which is actually 59 seconds is quite frightening and educating as well. The public issue addressed is that speeding can cause a lot of damages including death. The rhetoric employed is various accident scenes with different people involved. It shows how speeding can affect pedestrians, bystanders, other motorist, the driver of the speeding vehicle as well as their passengers. The techniques used shows scenes of mangled cars, rescue worker, a young man lying in a hospital surrounded by doctors. Another scene of a family standing over a dead body and a young woman in a wheelchair and there is also a scene of a cemetery. The techniques used for audio is low background music and a lot of screaming from different people who were previously laughing and having a good time or just going about their business. As cars rush by, it appears to be a beautiful day, but things changes instantly for many people. Multiple camera angles is used each showing different scenes of accidents and looks of utmost sadness on peoples’ faces.
Classic 1970’s Woodsy Owl PSA
This PSA begins with a view of a giant owl looking down at a fallen trash can and litter strewn across a school yard. The techniques used are kids running up to the owl and wanting to know what was wrong. One of the kids says that some people just don’t’ know what to do with a trash can. Both the owl and the other kids agreed and helped the owl pickup the trash and place in the trash can. The public issue is about littering. The techniques employed for the video is the owl, the children and their teacher standing in front of a big tree and singing “give a hoot don’t pollute” basically asking people to not litter and place trash in the trash cans. As they sing as a group the teacher is also doing sign language to pass the message on. The aim of the message is to keep America clean.
Yvette S.
Your brain on drugs makes breakfast
Drugs Psa
The issue was about drugs, and it effect on your brain, the rhetorical devices is the egg because it was used as a metaphors and it can also appeal to the emotions of what drugs can do to your brain.
A camera was use to make this video, it show a young man standing at a stove with a egg in his hand and a frying pan on the stove ready to cook the egg, which is the brain.
To see an egg actually cooking on a stove and knowing that can be someone brain if they stay on drugs for a long period of time. That will get the attention of the public to let them know that drugs addict need help because it is a sickness.
McGruff the crime dog commercial, 1981
This commercial address the issues of crime, and what can be done if we would just call the police when we see someone in the act of a crime. And the rhetorical devices was a talking dog, he was telling you about the people who was actually report the crime, the emotion is if a dog can do it why not a human. The technique that was use in the commercial was audio and a camera because it shows the dog walking and talking about the crimes and what the people was actually doing about it. “Take a bite out of crime” Is letting the public know that it is time that we do something about crime on the street.
Denise Bradley
This is your brain on drugs, campaign was to show eggs being dropped into a pan and fried. Showing that when you use drugs you fry your brain cells. It tries to scare you out of doing drugs by showing the effect it would have on your brain. The reality of it is that people don't see immeditate effects of drugs unless it is an overdose. I don't believe it helped, I thought it was cute.
the other is: Take a bite out of cyber crime. It shows a person fishing and tells of how computer crimes are committed by sending you e-mails and trying to convince you that they might be coming from you financial institution to get your SS # or other personnel info. from you. It does make you more aware of the scams that are going on and how to better prepare you for such things.(phishing)
Couldn't see the videos, but went online for the phishing video.
Maryann
David Lynch's Public Service Announcement (06)
The campaign addresses the issue of litter, and how it can become a major problem with people littering the city. This campaign appeals to all people not to litter. The most effective way to drive a PSA point across is fear, although the PSA is about litter. The technique used for this campaign, is music, and video showing how horrible the city has gotten with litter, and also shows because of food thrown all over the streets the rats running all along the streets as well as in the subways will one day leave New York City covered with disgusting rodents, which is enough to engineer the public opinion that littering can transform improper garbage disposal into a horrifying threat to all.
Classic 1970’s Woodsy Owl PSA
This PSA begins with a school yard full of trash and kids. A giant owl looks down at a fallen trash can and litter thrown across a school yard and wants to know why people don't used the trash can. The techniques used are kids running up to the owl and wanting to know why is their so much litter in the school yard. As you’ve probably noticed, children are quite the powerful tool in a PSA. One of the kids, said that some people just don’t’ know how to use the trash can. Again, a child takes center stage, but this time the topic isn’t a rodent but the public issue is about littering. Both the owl and the kids helped the owl pickup the trash and place in the trash can. The techniques employed for the video is the owl, the children and their teacher standing in front of a big tree asking people not to litter and place trash in the trash cans. As they sing as a group the teacher is also doing sign language to pass the message on. The aim of the message is to keep America clean through the eyes of the child.
Sharon Teekasingh
The faster the speed the bigger the mess (06).
Depicted in the video the faster the speed the bigger the mess, displayed a motorist who decided to drive too fast. The consequences of that behavior lead to innocent individuals getting hurt. One person was paralized, while another person lost their life. Although they were no audio they were camera shots from various angles that showed the devastating effects of speed driving. One should drive within the madated speed limit and also be aware of their surroundings.
Dawn McKenzie
This is your brain on drugs. I viewed this ad and it was graphic and detail orientated. In this campaign ad the rhetorical device used sent a message to the public on the effect of drugs whether long or short term use. The effects drugs can have on a brain can have an effect on how much frying your brain can deteriorate from when using drugs. The campaign ad was addressed to all audiences. It did not discriminate. This ad is often shown in schools, rehab centers, and various facilities to educate people. I think it is a good advertisement to share with the public.
The second campaign I viewed was Lynch's Public Service Announcement. It was the give a hoot do not polute advertisment. This advertisement was also informative because it showed how much litter people contribute to our environment. It is a growing problem and if it continues, it will become a major issue. Rats, mice, roaches and all kinds rodents will take over our neighborhoods. Personally speaking if everyone cleans up behind themselves our neigborhood and cities would be a much cleaner place to live. I myself try to refrain from littering because it is disgusting and what's wrong with finding a trash can or garbage disposal to dispose your own garbage. Why leave it for someone else to clean when it's your garbage and you should be more mindful to clean up after yourself. The techniques used were cameras, voices, and character. However, not everyone thinks the same. Some of us do and some of us don't. I like the message being sent: Give A Hoot and Don't Pollute!
Cathy E. Page
Duck and Cover
The public issue addressed in this campaign ad is surrounded around the importance of being prepared and ready if an atomic bomb hits.
The rhetorical device used in this campaign is centered on a turtle named “Bert” using the concept of ducking and covering up when danger arises.
The technique of great animation shows the turtle hiding in his shell and peeping out to see if the danger has passed. The creative use of the camera angles gave the illusion of actually being in the dangers of an atomic bomb crisis.
The ad engineer’s the public’s opinion by showing how important it is to be prepared at all times if an attack of an atomic bomb strikes. In addition, the ad gives real life situations in which we should always be prepared, for example: at school, on the school bus, in the shopping areas, at church, and at home. This all engineer’s the public’s opinion of not taking the possibility of an atomic bomb attack seriously.
The Egg and Us
The public issue addressed in this campaign ad is the purchasing of U.S. Savings Bond as a small financial investment in other words using a savings bond as a “nesting egg.”
The campaign ad appeals to the emotions of people that are financially insecure, and is looking for ways to secure there future financially. The ad suggests to the audience to buy Savings bonds to build financial security; in addition it will help the country economically.
The camera angles assist the message of the campaign by showing great images of people hard at work using good animation style. The camera captures great pictures of the 1950’s which reflects the economic conditions during the post war time period.
The ad engineer’s the public opinion regarding the public issue of the campaign ad by justifying the confidence of the audience; that by purchasing savings bonds will not only help them but will also help the future of America. It also engineer’s the public opinion by stating the best thing in live is to be ready with a United States Savings Bond.
T. Williams
3-4-08
Carmen Cintron
Mc Gruff the Crime Dog works for kids because he appeals to their level of maturity. He gets his point of staying safe across in a harmless way that does not instill fear, while teaching them the needed skills. Kids like animation- and what better way to reach them than through a character that will hold their attention. It’s important to remember that children should not be taught to be afraid they should be taught the skills such as: Speak up, tell an adult, particularly when bullies are involved. Mc Gruff’s stories are educational and fun. His public issue is safety. He uses a variety of tools such as games and stories to appeal to the children’s emotions. This commercial is done by computer animation. McGruff the Crime dog stimulates conversation because he talks about the issues that matter to parents.
The Duck and Cover campaign brought back memories for me because I remember being taught these skills in elementary school. It without a doubt instilled fear. We had to get under our desks and some of us ended up in the coat closets. It was awful. Today it’s a fire drill and it’s over. Today’s students could be seen laughing and talking while exiting the school; that behavior was unheard of during our fire drills. The teachers use to scare us to death with stories of atrocities. Fallout shelters were abundant. Some kids use to cry during duck and cover exercises. The thing we have to keep in mind here is that the Bush administration went beyond the duck and cover campaign; their campaign was reminiscent of the Creel Commission. He created an illusion of weapons of mass destruction in a country that had none. The irony is that we fell for it. This commercial used real life footage of the drills conducted in combination with animation. The rhetoric use was persuasive because it accompanied a simulated case of a burned child being attended to by an adult. The film was in black and white, with close-up of the children ducking and covering. This ad provoke public opinion because society in those days was not as involved in the political process as it is today, therefore it depended on the government to keep them safe. They believed the propaganda that was disseminated to the public. Otherwise those teachers would not have scared us into vociferous prayers.
This is your brain on drugs (80) PSA
The PSA addressed in the early 80’s drugs came in our lives and destroyed relationships between parent’s and children. In our contemporary society, the media constantly bombards us with horror stories about drugs like crack-cocaine. From them, and probably from no other source, we learn that drugs are immediately addictive. The rhetorical device shows society how drugs may effect your brain in the long run. The audio of the egg sizzling in the pan and the camera angle inside the pan shows what the effects of drug can do to your brain.
Jennifer Lynn Romain
This is your brain on drugs (80) PSA
The PSA addressed in the early 80’s drugs came in our lives and destroyed relationships between parent’s and children. In our contemporary society, the media constantly bombards us with horror stories about drugs like crack-cocaine. From them, and probably from no other source, we learn that drugs are immediately addictive. The rhetorical device shows society how drugs may effect your brain in the long run. The audio of the egg sizzling in the pan and the camera angle inside the pan shows what the effects of drug can do to your brain.
Jennifer Lynn Romain
“Give a Hoot; Don’t Pollute”
This commercial addresses the issues on pollution. The rhetorical device used to employ this commercial was how garbage affects our children and their future. The techniques used were cameras angling on the garbage on our children’s schools and playgrounds. The commercial engineers the public awareness on pollution and our environment.
The Faster the Speed, the Bigger the Mess ‘06’
This commercial addresses the issue on the consequences of speeding. The rhetorical device used to employ this commercial was visual on how quickly you can lose control of your vehicle while speeding. This commercial used cameras on the wreckage of cars and audio on the emotions. This commercial engineers the public awareness regarding speeding and the impact it leaves on lives.
G. Martin
I choose David lynch psa on littering. This add appealed fear as an emotion. The add was in black and white and slow motion. They showed that people are careless and they enjoy littering. The commercial is basically saying if you litter rats are going to become an issue.
The other psa was the faster the speed the bigger the mess. addresses the issue of speeding. It also imply a fear. The commercial was in color, vivid, and fast. This commercial had a lot of sensationalism. And it employs that young people are reckless.
Nekeisha Forbes
The Faster Speed, The Bigger The Mess (06)
This campaign addresses the public issue of speeding. It appeals to emotions and the reality of the devastating effect speeding causes. It demonstates that speeding does not only include and destroys the lives of the drivers but also innocent bystanders. The angles of the cameras of the speeding cars, the expressions of pain, screaming individual and the debris of the automobile crash were great techniques uses in this campaign. This ad can cause the public to reduce speeding and protest for stricter laws.
Brain on Drugs (1980)
This campaign shows the effects of drugs on the brain by using an egg and a frying pan. it appealed to emotion and hopes to deter drug use. the techniques of the egg representing the brain and frying was effective. This ad can help individuals avoid drugs because of the clear message of the Brain frying.
Dionne Vincent
The the faster speed-The bigger the mess(06)
The public announcement,addresses that speeding can cause severe damage including death. The rhetoric shows how speeding can affect bystanders,civilians and also the driver of the car and also his or her passengers. The techniques used, shows scenes of cars that are at demolished beyond recognition. Another scene is where the young woman and man standing on the bridge and in an instant on a beautiful day their life is take in the winking of an eye.The techniques used for audio in this announcement is alot of screaming and crying with very mild music in the video.this shows you one day your happy then that same day your life has ended. the camera's were all over the place that also was attention grabber. over all a realistic video.
This is your Brain on Drugs(80)
This campaign addresses drugs, and how it affect the brain. this commerical was targeted to the adult crowd hoping they would reveal it to their children. but was mainly addressing the older crowd.
I remember this commerical well, especially hearing the egg fry in the pan, and the announcement came on and said this is your brain, this is your brain on drugs.
This is one commerical I will remember the rest of my life. because it show how careless we can be with our bodies. so these announcement do have an effect our lives, for we never forget them.
Ethel Thiam
David Lynch's PSA (06)
This campaign addresses the issue of litter and we all contribute to the problem. This ad uses the appeal of fear to get the audiences attention. The use of black and white film, the humanistic protrayal of the rats, and then the music to go along with it was creepy. (It reminded me of Jaws) The public opinion the ad engineered was throwing away just one paper we add to the uncleaniness of NY and by doing so we create a bigger rat population.
The Faster the Speed, the Bigger the Mess (06)
This PSA issue is about speeding and the devastating effects it has on innocent people. The rhetorical device used is an appeal to emotion. The techniques used were very realistic, the camera angle from the wall, the slow motion of the car rolling over and over, and then the girl pinned against the wall with her 'dead' boyfriend. Then again at the end of the ad you see the girl in the wheelchair. The ad engineered public opinion with the young man that caused the accident on trail but physically unhurt, while a young life was ended and another dramatically changed forever.
Dana Fernandez
Duck and Cover 1951, turtle film is a public awareness campaign that shows the schoolchildren to learn what to do in case of atomic attack. It is an interpretation of something that would be reality and the importance must be taken seriously. This film has symbolic signs produced by a public school in Astoria. Sound of the siren means that anyone has to stop whatever they doing and go to the closest safe place immediately. People must be aware of the signs such as words, graphics or flashes. As an example, Bert the turtle was attacked by a suicide bomber which was a monkey holding a lit firework. Campaign addresses message to the public. Rhetorical meaning for this campaign Bert the turtle was used to send a message to the children teaching them what to do in case of an atomic bomb emergency.
Martha Fuentes
David Lynch's public service announcement (06)
This campaign address the issue of the over population of rats due to litter and the people of NYC. It illustrates how littering causes the rat population to increase.It implies that its the people in the city's fault why we have this problem.
This campaign uses silence in the video and loud music. He brought home the issue of littering.
The second campaign deals with life or death at a moments notice.
Are you ready for an atomic bomb explosion?
Bert, the turtle demonstrates how he is going to protect himself with what he has, a shell. Using what you have, ducking and covering up when danger arises.
This technique can be applied to any disaster (example: terrorists’ attacks).
It also implies that if a slow moving turtle can duck and cover, you can too.
The awesome illusion of being in the danger of an attack was real.
Duck and Cover Campaign
Denise W.
This campaign issue was speeding and how speeding can cause you to loose control of your car. The employed rhetorical divce was genuine because every scene was somthing that could happen and has happened. The aduio and visual techniques used for this campaign were excellent from the love birds on the wall to the screetching car, the cries from the woman and girl traped in the car,, i like how the music changes with the scenes, the love birds have thier love song, when the car starts ot loose control the music is palying rock and roll and then starts to change as if it was out of control and then music turns tragic while they are showing the woman and girl stuck in the car and the old mans face in disbelife, the scared parent running to pick up her baby from the stroller to the griving parents in the hospital with the love birds, the boy dies and the girl is payralized. Even the boy who caused the accendent the music is a mixture of tragic and sad because he is in the court room being senteced and it didn'l look like a good one by the look on his face and his parents face, i guess the tragic music was for him and the sad for his parents. The ad engineers public opinion by showing all of the bystanders doing what they probably do everyday before the accident and it shows them after the accident.
The campaign issue is about polution. The employed rhetorical device used were the kids that wanted to play in the palyground but could not because the park was dirty. The audio and visual techniques used for this PSA were good at the time, being that it ws made in the '70's. The audio part was nice and clear, you hear the all of the childrens voices. The visual i loved the most especially when the young lady was using sign langauge, they showed the park dirty and they showed how the kids cleaned the park together. The as engineers public opion by using the children to do the ad. At that time children were a major influence on adults and the world, they also influenced to non speaking and hearing by using the little girl for signing.
Octavia :)
"The Faster The Speed, The Bigger The Mess (06)"
This PSA addressed the issue of an impatient driver that was speeding and caused havoc on many lives. It was really scary and unforeseen. The rhetoric was the various accidents that were shown in the video and the lives that were affected. There was a happy couple, pedestrian, innocent bystanders,a vehicle and the speeding vehicle. The technique that was used when the speeding car flipped over, was startling music that caught your attention, indicating that danger was approaching. The car was totaled, a person was killed and devastated parents were in disbelief, everyone was in shock. The young lady was pinned to her boyfriend when the speeding car crashed in to them. The innocent people that were affected by this accident had no idea that their lives would change forever. This PSA showed that speeding can cause horrible accidents and it can also take lives.
David Lynch's, Public, Service Announcement
The second PSA was about litter in the streets . If one person litters, and another person litters, the city will become unsanitary, filthy and stink. The rhetoric in this PSA is when the camera focuses on each person contributing to the litter in the streets. It showed a pile of cigarette butts being thrown on the floor, paper on the floor, bottles and cups on the floor, and the city becoming infested with rats and mice. The technique that was used was music being played with no words being spoken, and people walking around like nothing happened. A dirty city leads to a whole lot of other unsanitary conditions.
Aquilla Anderson
This is your brain on drugs:
The public issue is drugs. The rhetorical device is the destruction of ones brain (the egg frying). The ad was simple but effective; a frying pan (drugs) and an egg (your brain). The frying of the egg engineered my opinion as "If you do drugs, then you have a fried brain."
Give a hoot, don't pollute:
The public issue is pollution. The rhetorical device was showing children playing in a dirty park. It used an owl character to engage the children. It engineered my opinion as "The world would be much cleaner if I did my share (of putting garbage in its proper place)."
Michelle B.
This is your brain on drugs address the issue about drugs. The rhetorical device used is the egg which symbolizes our brain and the frying pan was used to let us know that if we use drugs we will fry our brain cells. A camera was used to make the video. The eggs frying in a frying pan gets the audience attention.. This campaign is addressed to all audiences.
Give a hoot dont pollute, this campaign was about littering. It shows us that if everybody took part in picking up behind themselves the world would be a much cleaner place. the device used was a camera targeting a school playground.
Nicole Alston
Faster the speed - The bigger the mess shows how innocent people can die or get seriously injured because someone has the need for speed and discounts the consequences. It's little wonder with all car ads advertising sports cars with all the emphasize on speed.
Jeannie
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