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Questions/instructions: |
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%
responses 2006 ('02) |
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| y4 |
y8
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Click the Advert 1 button. |
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| In this ad they are trying to get people to buy Burger King burgers. 1. What does this ad tell people about the Burger King burger? |
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| Ingredients: | chicken |
5 (4) |
6 (12) |
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other meat/patty |
27 (24) |
26 (29) |
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not meat |
69 (72) |
68 (59) |
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lettuce |
20 (20) |
24 (36) |
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tomato |
6 (8) |
7 (21) |
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bun |
8 (11) |
10 (20) |
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white sauce/mayonnaise |
20 (19) |
19 (36) |
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| Description: | meat flame grilled |
22 (13) |
48 (44) |
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colourful/appealing |
25 (36) |
36 (54) |
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makes it look big |
4 (4) |
8 (13) |
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slogan - it just tastes better |
10 (13) |
15 (16) |
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can get Fly Buy points |
1 (2) |
1 (4) |
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Burger King ingredients fresh |
13 (4) |
27 (18) |
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2. Do you think this is a good ad for
getting people to buy Burger King burgers? |
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yes |
60 (66) |
66 (81) |
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no |
28 (24) |
17 (11) |
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maybe |
13 (11) |
17 (9) |
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| Justification of choice: (ad, not product) |
strong |
8 (2) |
19 (4) |
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moderate |
39 (22) |
58 (41) |
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weak/none |
54 (76) |
31 (54) |
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| Click the Advert 2 button. [Click on image to enlarge.] |
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| In this ad they are trying to get people to give money for poor children overseas. 3. What does this ad tell people about the poor children overseas? |
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children live in poor conditions (e.g. dirty water, food, clothes) |
81 (82) |
89 (91) |
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children have health problems |
30 (30) |
29 (33) |
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therefore children are not very happy |
3 (4) |
8 (9) |
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donated money can help |
30 (29) |
31 (37) |
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children become healthier/happy |
8 (6) |
10 (12) |
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| 4. Do you think this is a good ad for getting people to give money for poor children overseas? Why do you say that? |
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yes |
92 (92) |
91 (93) |
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no |
8 (5) |
9 (4) |
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maybe |
1 (3) |
0 (2) |
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| Justification of choice: (ad, not product) |
strong |
19 (3) |
37 (12) |
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moderate |
48 (37) |
50 (48) |
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weak/none |
34 (60) |
13 (40) |
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| Click the Advert 3 button. [Click on image to enlarge.] |
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| In this ad they are trying to get people to buy Bluebird potato chips. 5. What does this ad tell people about Bluebird potato chips? |
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little detail about the chips |
29 (13) |
29 (23) |
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suggests that they are very popular (even for penguins and polar bears) |
34 (33) |
60 (48) |
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| 6. Do you think this is a good ad for getting people to buy Bluebird chips? Why do you say that? |
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yes |
56 (60) |
59 (60) |
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no |
32 (30) |
27 (29) |
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maybe |
12 (10) |
14 (11) |
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| Justification of choice: (ad, not product) |
strong |
12 (1) |
25 (10) |
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moderate |
29 (26) |
49 (44) |
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weak - none |
59 (73) |
26 (46) |
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Total
score: |
12–24 |
6 (2) |
15 (13) |
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9–11 |
12 (8) |
26 (24) |
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6–8 |
32 (23) |
35 (34) |
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3–5 |
39 (43) |
20 (23) |
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0–2 |
12 (24) |
3 (6) |
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| Subgroup Analysis: |
Year 4 |
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Year 8 |
| Commentary: |
| This task involved watching ads without their sound to analyse their messages and critique their effectiveness. Students in 2006 did somewhat better on this task than did students in 2002. There were no gender differences. Pakeha students did slightly better than Mäori and Pasifika students. |
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