: Tick Tick
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Approach: One to one Level: Year 8 
access task
Focus: Comparing written and visual versions of text
Resources: Video recording on laptop computer, picture

Questions/instructions:
This activity uses the computer.

In this activity you are going to look at an advertisement that promotes safety at road intersections.
The advertisement is presented in two different ways – on the TV and on a billboard. We’ll watch the TV advertisement first. Watch carefully and then I will ask you how well the advertisement grabs your attention.
Click the Tick Tick button.

Tick tick video
description: Shots of various drivers waiting at various busy intersections, all beginning to show gradually increasing signs of frustration; close-ups of car indicators flashing; no audio other than the sound of the indicators ticking; ticking gradually speeds up towards the end of the ad.


% responses
y8
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
use of quick-changing scenes
9
drivers looking stressed/impatient
37
close-up of people in cars
21
close-up of indicators on cars flashing
12
the message displayed
19
Quality of response:
very good/excellent
1
good
23
fair
46
poor
31
Hand student billboard picture.

Here is the same advertisement but it is presented
as a billboard. [Click on picture to enlarge.]
Tick tick poster
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
the bold text “Tick Tick Tick Tick” in red
70
blurred background/shows speed
72
red colour of waiting car
11
turn indicator on car shining/light shining
19
3. Which advertisement is likely to be more effective – the TV or billboard advertisement?
 
TV
77
billboard
21
no clear decision
2
4. Why do you say that?
Quality of response:
very good/excellent
5
good
34
fair
51
poor
10
Total score:
5–6
3
4
14
3
27
2
27
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.
 
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