An event that happened within the last 24 hrs that treats an issue of ongoing concern

- uses inverted pyramid format

- inoffensive. Doesn't play to one side or another

- credible.

Crisis that doesn't involve something unusual or bizarre.

-theoretical/abstract

-if you can get a picture of it it's not crisis

- feature. tells human interest story

- no time peg.

- worlds cutest dog!

- objectives

- strategies used

- benefits of proposed change

- public perceptions about proposed change

- stakeholders themselves 

- laying babies on their backs when they sleep so they don't die --> how is this communicated?

- stakeholders --> mother's march of dimes. 

- don't run a TV campaign, instead tell doctors to tell their patients. 

- benefits? - reduction in infant death syndrome.

- both have behavioral outcome (purchase of a product) 

- terminal outcome of informational campaign --> decrease in morality and morbidity 

- the more something is advertised, the less differentiation it has. example: gasoline, toilet paper, laundry detergent. All brands of them are basically the same so different companies have to advertize a lot to make sure people buy their brand.

- as college students, we want to be high differentiation. 

- when you watch tv you are sitting - technology brings with it sedentaryness 

- people who watch a lot of tv have bad health because they're not moving. 

- Gossian curve: named after Fredrian Goss - bilaterally symetrical. 

- fast foods are low differentiation: ppl think they should eat fast food because it is what is advertised on tv. 

- uses shramms model: in --> sender --> medium --> receiver --> out. with message and feedback looping around. 

- ads that appear in the spaces between the things you want to look out. 

- number of people who have seen the ad vs. number of people who acted upon and purchased what ad is selling is called yield. --> # is low. 

- ads that have high yield can charge a lot. 

- concerned with establishing radio vs. tv advertising

- started empirical research at CBS. He began with products that aren't around anymore and did survey research on product recall. 

- greatest consumers of ad research --> tobacco companies. 

example: republican party hierarchy. Gingritch and Romney seemed surprised when they lost because they only watch fox news - this led to scapegoating. Romney's own party is calling him a moron--> cognitive dissonance reduction. 

- TV is an advertising medium

- goal of TV is to establish a mood and carry that mood through its ads.

- tries to have ads that are compatible with show and follows that mood.

- example: judge judy ads could be for lawyers

- radio is low, tv is high

- when radio is on, a person is  often doing other things like driving, but when you are watching TV you are likely to be concentrating on what's going on.

      - best for brand recognition and brand perception. 

product recall asks "do you recall the product?"

product impression asks "what did you think of the product?"

- do ads wear out? or do the effects grow over time?

- both of these theories studied under priming

1. takes a number of repetitions before the ad holds

2. see ad, think it's cool, see it again don't like it as much. --> repetition makes it less desireable. 

- television shows use stereotypes because there isn't enough time to characterize people.

- use minorities to show that they aren't prejudice, but the stereotypes reinforce the prejudice 

- TV narratives do a bad job of showing what people who are not like us are like: impossible for us to know what the world is like. instead, science and stats tell us that.

- 2 models used in political communication: ELM and Fishbein Ajzen (theory of reasoned action). --> these are the two major ways of how we think other people operate. 

- F and A model:

perceptions --> attitudes --> behavioral intentions --> behaviors. 

- positive attitude leads to approaching behavioral intention. example: if suzy is nice to her teacher, mr bean, mr bean may give her a better grade, reccomendation, etc. 

1. agenda setting

2. priming

3. framing

4. knowledge aquisition --> how to test something. see political ad (x) then x knows about y. 

- David Bordwell and Sergei Eisenstein came up with idea of filmic language (ex: cuts, scene change, screen progession, etc.) 

- Noam Chomsky: transformational grammar in language (wut)

- no matter what you're watching, there is cognitive processing because you are decoding the language of film. 

- there is always cognitive effort when watching Television, even dumb stuff: goes against what Gerbner said.

- ex: Jersey Shore. Even though it doesn't seem like it takes a lot of cognitive effort to understand, you are trying to understand the language and slang they use

- we use uses and gratifications to choose what we want to watch

ie. science fiction films: bad guys get killed with laser beam guns.