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Questions/instructions:
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%
responses |
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y8 |
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1. What are the things they have done in this TV advertisement to grab your attention? | ||||||||||
ticking sound/ticking builds tension/reminds
you of a bomb/sounds |
71 |
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use of quick-changing scenes |
9 |
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drivers looking stressed/impatient |
37 |
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close-up of people in cars |
21 |
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close-up of indicators on cars flashing |
12 |
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the message displayed |
19 |
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Quality of response: | very good/excellent |
1 |
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good |
23 |
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fair |
46 |
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poor |
31 |
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2. What are the things they have done in this billboard advertisement to grab your attention? | ||||||||||
the slogans (there’s a time bomb at intersections) |
49 |
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the bold text “Tick Tick Tick Tick” in red |
70 |
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blurred background/shows speed |
72 |
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red colour of waiting car |
11 |
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turn indicator on car shining/light shining |
19 |
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3. Which advertisement is likely to be more effective – the TV or billboard advertisement? | ||||||||||
TV |
77 |
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billboard |
21 |
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no clear decision |
2 |
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4. Why do you say that? | ||||||||||
Quality of response: | very good/excellent |
5 |
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good |
34 |
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fair |
51 |
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poor |
10 |
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Total
score: |
5–6 |
3 |
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4 |
14 |
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3 |
27 |
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2 |
27 |
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0–1 |
29 |
Subgroup Analysis: |
Year 8 |
Commentary: |
This task asked students to compare two ad formats – a TV ad and a billboard. There were no gender differences and minor differences among Pakeha, Mäori, and Pasifika students. |