WHY rather than WHAT

I am producing 2 media products for set brief 5. My aim for this online promotional campaign is to raise awareness health campaigns such as anti-vaping. This is because I believe our generation has normalised the issues within this topic as it has become increasingly popular since 2003, with 68.1m people using e-cigarettes in 2020. I would like to discuss the dangers further including some of the serious health risks and life-threatening issues that come with it.

This will be emphasised through this campaign in hope to inspire others to quit vaping and realise it is not a healthy alternative to smoking. I decided to take up this brief because I have interest in the topic of Semiotics in media language. Specifically, Roland Barthes theory of semiotics. This is because semiotics includes signs, and the connotations and denotations behind them. This links to my topic of anti-vaping because I feel that today’s society has normalised vaping (the sign) and overlooked the serious health issues that come with it (the denotations). Within this I will also link to Roland Barthes by identifying the myth that vaping is a healthy alternative to smoking, as well as conventions of vaping. It is important that I have a target audience in mind, so the product I am creating will target teenagers between the ages of 15-18 as I believe these are the most common ages to begin vaping. Essentially these ages are also effective because they are known to be more conformative than other ages, meaning it is likely they do not know the damage they are causing to their bodies, and they are only choosing to take up vaping because it is a popular activity of teenagers.

In terms of Rubicam and Young’s theory, I am targeting my product towards the “succeeders” because they are confident in themselves and have strong goals. I feel this will be effective as they may be able to quit vaping (or never begin) through their strong willpower. I am also targeting the “explorers” as these types of people that are driven by a need for discovery and a challenge, meaning they are likely to conform to ‘trends’.

In terms of uses and gratifications I am aiming to create products that provide information about today’s society and the ‘norms’ that have been brought upon teenagers and connect individuals together through a greater awareness of the social issues. Therefore, my aim is traditional media with a new form aimed at younger people. As I often read the Guardian and the Financial Times, so I will ensure that the style, tone and register of my web pages will reflect these professional products. For example, as I use TikTok everyday as it is a popular social media platform among young people, I will make my videos match the style, tone and register of other popular videos that have inspired teenagers.