PRM 5 Flashcards
(14 cards)
PRM 5 - Anaphora in the advertisement
Technique: Anaphora – “One small step…”
Effect:
Establishes a rhythmic pattern that enhances memorability.
Reinforces the core message that minor actions (like stepping on a scale) can lead to meaningful change.
Taps into cultural references (echoes Neil Armstrong’s moon landing line), evoking a sense of significance and optimism.
Encourages a habit-forming mindset through repetition.
PRM 5 - Antithesis and Juxtaposition in ad
Techniques:
Antithesis: “One small step on the scale, one giant step for your health.”
Juxtaposition: Small steps vs. big results.
Effect:
Creates a striking contrast between simple actions and major results, making the call-to-action powerful.
Appeals to short attention spans by frontloading a high-impact message.
Adds a sense of transformation and empowerment, motivating the audience to take immediate action.
PRM 5 -Motivational Language & Tone in ad
Technique: Motivational Tone
Examples: “Even the biggest dreams start with one small step.”
Effect:
Evokes positive emotions like hope, excitement, and determination.
Encourages aspirational behavior, especially effective in behavioral psychology marketing.
Aligns with goal-oriented mindsets, particularly in health, where progress can be slow.
PRM 5 - Repetition for Behavior Shaping
Technique: Repetition – “step by step by step”
Effect:
Mimics the idea of gradual progress in both sound and meaning.
Suggests that transformation is a process, not a one-time action.
Reinforces the habit loop: cue (step), routine (consistency), reward (health improvement).
PRM 5 - Poster Symbols and Visual Language
Key Visuals:
Footprints: Symbolize progression, journey, forward momentum.
Smartphone Interface: Represents tech integration, modern lifestyle appeal.
Effect:
Visuals complement the verbal message, reinforcing the idea of digital health tracking.
Appeals to a tech-savvy generation, familiar with gamified fitness tools.
PRM 5 - Poster Messaging and Structure
Techniques:
Encouraging Messages: “Great start!”, “Nearly there!”
List Format: Structured, easy-to-follow layout.
Effect:
Provides instant positive feedback, encouraging users to continue.
Reduces friction by making goals seem attainable.
Mimics UI/UX design of health apps, increasing familiarity and engagement.
PRM 5 - Typography and Font Use
Techniques:
Bold, Clear Typeface: Ensures readability, even at a glance.
Emphasis on Key Words: “Small step,” “biggest,” “start.”
Effect:
Highlights the core emotional triggers of the campaign.
Designed for quick processing, ideal for mobile-first media consumers.
Helps shape a clear visual hierarchy that guides viewer attention.
PRM 5 - Color Psychology
Technique: Use of Teal Background and Contrast
Effect:
Teal = calmness, balance, health, evoking a sense of wellness.
High contrast between text and background ensures legibility and focus.
Creates a soothing yet engaging visual palette that builds trust in the message.
PRM 5 - Synthesis – Language and Science
Strengths:
Dual Appeal: Combines scientific notions (e.g., weight, health improvement) with emotional language (“dreams,” “goals”).
Simplified Messaging: Avoids overwhelming viewers with medical jargon or data; instead uses narrative and repetition to engage.
Behavioral Psychology: Language encourages habit formation via cues and reinforcement.
Accessible Science: Makes health technology (e.g., scales, apps) feel easy and empowering.
PRM 5 - Strength – User-Friendly Health Messaging
Details:
Avoids Cognitive Overload: No complex terms like “BMI” or “basal metabolic rate.”
Uses familiar language and relatable visuals.
Encourages participation by framing health as a simple, daily commitment.
Makes technology feel supportive, not intimidating.
PRM 5 - Limitation – Oversimplification of Health
Issue:
“One small step on the scale…” suggests checking weight is enough.
Why It’s a Problem:
Neglects complexity of real health: diet, sleep, mental health, genetics.
Creates a false narrative that minimal action = major change.
Risks minimizing struggles faced by people with chronic health issues or mental health conditions
PRM 5 - Limitation – Risk of Harmful Messaging
Concerns:
Weight-Centric Focus: May trigger anxiety or obsessive behavior in vulnerable groups.
Encourages external validation (numbers on scale) over holistic wellness.
Could alienate users who don’t see immediate scale changes, demotivating them
PRM 5 - Limitation – Lack of Scientific Rigor
Observation:
No mention of biometrics, exercise science, or nutrition facts.
Relies on emotive language (“You’re nearly there!”) over factual evidence.
Impact:
Reduces credibility for more informed or skeptical viewers.
Misses opportunity to educate audience on real health mechanisms or benefits of the technology.
PRM 5 -Overall Impression and Implications
Strength:
Combines motivational storytelling, accessible language, and modern aesthetics to inspire behavioral change.
Effective for entry-level health campaigns and encouraging initial engagement.
Weakness:
Lacks long-term depth or scientific backing.
May oversimplify or distort what sustainable health journeys actually look like.
