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able to watch the suppertime or late evening news during this period, but it would depend a great
deal on the weather and local conditions
The radio campaign targets the same months Because radios are more portable than
televisions ( they can be found in most tractors and combines), farmers are more likely to listen
to farm safety messages over a wider range of the broadcast day during these seasons
3.2.1 Analysis of Video Messages
CFRN ran a series of farm safety tips provided by AAFRD They consisted of five static
cartoon- like graphics, each illustrating a single safety tip with a narrative voice over The graphics
depict five machinery- related safety tips announced in count- down fashion by an enthusiastic
narrator From mounting a slow vehicle sign to installing a roll- over protective structure, the tips
concentrate on one effect being crushed or pinned by equipment At the end of each of the five
tips, the narrator urges the viewer to follow the tips and live a long life
Although the tips are generic to all kinds of farming, they have the advantage of graphic
non- descnption that is, the viewer's imagination could apply the situation to his or her farm In
addition, the images are very clearly action oriented and tied to a practical outcome " If you do
these things, you will live longer "
If the five graphic tips have a limitation, it is that they address only one area of farm
safety equipment
In addition to airing the five tips provided to the station by AAFRD, CFRN produced a
promotional message for the contest The chief image for the CFRN promotion was a striking
image of an operating combine that spewed out the message There was therefore no theme
offered by the CFRN campaign other than farm safety The image was a machine generally
associated with prairie grain farming The sponsor located for the production of the winning tips
was Chevy Farm, whose ads feature a branding iron burning the name of the company This
sponsorship added the suggestion of ranching activities to the combine graphic
The three contest tips that were produced were machine- related They were shot on a
single farm using the same actor ( a male who appears to be of the demographic target group -
18- 34 years) for all scenes
3.2.2. Analysis of Contest Entries
CFRN received more than 2000 entries ( each containing a contest tip from the Albert's
Restaurant/ Kid's Contest) CFRN staff indicated that about 10% of the entries were from
children while 90% were from adults Frequently, a child's name would be appended, but the
entry was phrased and written by the adult Each entry contained a single tip, the tips generally
repeated or mimicked the televised or printed tips, especially when they were from the urban
Object Description
| Rating | |
| Title | Project Evaluation |
| Language | en |
| Date | March 1999 |
Description
| Title | Page 24 |
| Language | en |
| Transcript | able to watch the suppertime or late evening news during this period, but it would depend a great deal on the weather and local conditions The radio campaign targets the same months Because radios are more portable than televisions ( they can be found in most tractors and combines), farmers are more likely to listen to farm safety messages over a wider range of the broadcast day during these seasons 3.2.1 Analysis of Video Messages CFRN ran a series of farm safety tips provided by AAFRD They consisted of five static cartoon- like graphics, each illustrating a single safety tip with a narrative voice over The graphics depict five machinery- related safety tips announced in count- down fashion by an enthusiastic narrator From mounting a slow vehicle sign to installing a roll- over protective structure, the tips concentrate on one effect being crushed or pinned by equipment At the end of each of the five tips, the narrator urges the viewer to follow the tips and live a long life Although the tips are generic to all kinds of farming, they have the advantage of graphic non- descnption that is, the viewer's imagination could apply the situation to his or her farm In addition, the images are very clearly action oriented and tied to a practical outcome " If you do these things, you will live longer " If the five graphic tips have a limitation, it is that they address only one area of farm safety equipment In addition to airing the five tips provided to the station by AAFRD, CFRN produced a promotional message for the contest The chief image for the CFRN promotion was a striking image of an operating combine that spewed out the message There was therefore no theme offered by the CFRN campaign other than farm safety The image was a machine generally associated with prairie grain farming The sponsor located for the production of the winning tips was Chevy Farm, whose ads feature a branding iron burning the name of the company This sponsorship added the suggestion of ranching activities to the combine graphic The three contest tips that were produced were machine- related They were shot on a single farm using the same actor ( a male who appears to be of the demographic target group - 18- 34 years) for all scenes 3.2.2. Analysis of Contest Entries CFRN received more than 2000 entries ( each containing a contest tip from the Albert's Restaurant/ Kid's Contest) CFRN staff indicated that about 10% of the entries were from children while 90% were from adults Frequently, a child's name would be appended, but the entry was phrased and written by the adult Each entry contained a single tip, the tips generally repeated or mimicked the televised or printed tips, especially when they were from the urban |
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