Individual andreax2

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ISFD N°30 Lengua Y Expresión Escrita IV Prof. Blas Bigatti

Trenti, Andrea

Young adults as a silent target: analysis of communication strategies from the “Plan Nacional de Lectura.”

To inform is to transmit a one-way message. To communicate is to create meaning collectively. Any public campaign can definitely convey pieces of information, but not all of them can achieve real communication. This is, to establish meaningful links with their target audience. The purpose of this paper is to examine material of the public campaign from the “Plan Nacional de Lectura”1 (Resolution 1044/08), a national plan designed by the Ministry of Education of Argentina whose aim is to promote reading habits among children, teenagers and adults. From all the materials that the campaign includes, this paper will focus on the institutional video of the “Plan Nacional de Lectura” and two representative graphic materials distributed in public places. State plans, programmes and projects are public policies. These are decisions made by the State as a way of taking position on socially problematized matters (Oszlak 1997). These policies might include a public campaign, which is a group of communication strategies designed to promote changes in people´s attitudes and behaviours, or to encourage the adoption of certain habits. In the 1970s, Philip Kotler and Gerald Zaltman introduced the concept of social marketing, through which they suggest that the same marketing principles used to sell products to consumers can be used to influence social behaviour, not to the benefit of the marketer but to the benefit of the target audience and the society in general (Weinreich 2006). Thus, the main focus here is on the audience, on their needs and perceptions. Claudio Basile (2011) claims that, in order to build and effective message, it is essential to know deeply the target group’s life style, habits, culture, behaviour and needs. The campaign must represent these dimensions in order to talk directly to its audience. This means that the target group must feel identified with the elements presented in the texts that the public campaign combines. The foundation of the “Plan Nacional de Lectura” establishes that the beneficiaries of the plan include teachers and students from all levels and “modalidades” (oriented cycles) of the 1

National Reading Plan.

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