ANCHOR INTRO:
A GROWING NUMBER OF PARENTS ARE CHOOSING NOT TO VACCINATE THEIR CHILDREN BUT FOR ONE EUREKA MOM, THAT WASN'T AN EASY CHOICE.
LEETA-ROSE HAS THIS FAMILY'S STORY.....
VO, REPORTER/ BROLL OF KIDS PLAYING:
JACKIE MOODY SAYS THAT HER SON WAS NOTICEABLY DIFFERENT AT BIRTH.
SOT, JACKIE MOODY:
LOOKING INTO HIS EYES YOU COULD TELL THERE WAS SOMETHING DIFFERENT ABOUT HIM.
LOOKING BACK, I REALIZED THAT EVERY TIME HE'D BE DUE FOR ANOTHER ROUND OF VACCINATIONS, HE WOULD LOSE SKILLS THAT HE HAD LEARNED AND HE WOULD HAVE MELTDOWNS MORE OFTEN.
VO, REPORTER/BROLL OF MOODY AND KIDS:
BUT WHEN MOODY'S NEXT THREE CHILDREN HAD SIMILAR ISSUES FOLLOWING IMMUNIZATIONS, SHE BEGAN TO RETHINK VACCINATIONS.
WHEN HER FIFTH CHILD WAS BORN SHE DECIDED TO WAIT AWHILE.
WHEN THE BABY WAS THREE MONTHS THEY HAD HER VACCINATED.
SOT, MOODY:
AFTER BEING VACCINATED, CHARLEIGH WAS COLICKY AND FUSSY AND WOULDN'T NURSE RIGHT OR SLEEP THROUGH THE NIGHT.
IT QUITE LITERALLY TOOK MONTHS FOR HER TO RETURN TO THE BABY SHE HAD BEEN.
VO, REPORTER/BROLL OF DR'S OFFICE:
AFTER TALKING TO HER PEDIATRICIAN, MOODY DECIDED TO STOP ANY FURTHER SHOTS FOR HER CHILDREN.
SOT, MOODY:
I BELIEVE THAT SOME PEOPLE ARE JUST GENETICALLY MORE PRONE TO HAVING ADVERSE EFFECTS BECAUSE OF VACCINES.
OUR CHOICE ISN'T FOR EVERYONE BUT FOR OUR FAMILY SPECIFICALLY IT'S OUR BEST AND ONLY OPTION AT THIS TIME.
OUTRO:
CURRENTLY ALL STATES BUT TWO ALLOW EXEMPTIONS FOR PERSONAL OR RELIGIOUS REASONS.
FOR THIS FAMILY IT WAS A TOUGH CHOICE, BUT ONE THAT THEY MADE WITH THEIR DOCTOR'S HELP.
THIS IS LEETA-ROSE REPORTING FOR NBC NEWS.
Friday, November 30, 2012
Friday, November 9, 2012
Re-targeting Audiences
Product:
CFP, Certified Financial Planner is a service that helps make financial decisions and plans.
Original Magazine:
Cosmopolitan online edition
Targeted Audience of the Product:
The magazine itself is geared toward woman in there 30s and 40s that are more prone to be educated, professional and comfortable with their bodies and themselves. Presumably, the ad is on the Cosmo website to attract financially independent, professional women.
Original Ad:
The original ad doesn't appear to be very tailor-made for this specific audience at all. It runs lengthwise down the right hand side of the website. It is a sleek, black rectangular box that reads "Put Your Needs First. Work With a CFP Professional." The "put your needs first" sentiment is one of the only qualities of this ad that works for the original target audience. The rest of it is sort of masculine and boring.
Re-target:
I would retarget this ad to women that are not so organized and sophisticated. I would make this ad for the younger woman in college who is between 18 and 24 years old.
Instead of a simple black rectangle, I would use a white circle with a brightly colored question mark in the middle. In the background would be very mute tone dollar bills. The copy in the ad could say something like, "Life is a mystery now. Let us help you plan for later." It might appeal to younger women who really don't know what to expect as they get older and play on their fear of uncertainty. They may turn to the CFP services to help get them on track for the future.
CFP, Certified Financial Planner is a service that helps make financial decisions and plans.
Original Magazine:
Cosmopolitan online edition
Targeted Audience of the Product:
The magazine itself is geared toward woman in there 30s and 40s that are more prone to be educated, professional and comfortable with their bodies and themselves. Presumably, the ad is on the Cosmo website to attract financially independent, professional women.
Original Ad:
The original ad doesn't appear to be very tailor-made for this specific audience at all. It runs lengthwise down the right hand side of the website. It is a sleek, black rectangular box that reads "Put Your Needs First. Work With a CFP Professional." The "put your needs first" sentiment is one of the only qualities of this ad that works for the original target audience. The rest of it is sort of masculine and boring.
Re-target:
I would retarget this ad to women that are not so organized and sophisticated. I would make this ad for the younger woman in college who is between 18 and 24 years old.
Instead of a simple black rectangle, I would use a white circle with a brightly colored question mark in the middle. In the background would be very mute tone dollar bills. The copy in the ad could say something like, "Life is a mystery now. Let us help you plan for later." It might appeal to younger women who really don't know what to expect as they get older and play on their fear of uncertainty. They may turn to the CFP services to help get them on track for the future.
Thursday, November 8, 2012
Word of the Week #9
4. next to last; adjective
5. The woman sighed heavily as she entered the doors of the prison with the knowledge that this would be the penultimate visit with her son before he was executed.
Friday, November 2, 2012
Midterm-Tommie Smith and John Carlos Memorial
With fists pushing firmly toward the sky and heads bowed, track Olympians Tommie Smith and John Carlos turned the heads of viewers around the world who were tuned into the 1968 Olympics held in Mexico City.
That silent gesture and civil rights protest still captures the eyes of a daily audience at the San Jose State Campus.
The pivotal moment in history is memorialized with a 23 foot statue near the campus' Tower Hall.
Tommie Smith's bronze likeness stands proud at the first place podium with one arm in the air.
His other arm is at his side holding an olive branch, a symbol of peace.
John Carlos is adorned with a yellow, red and green necklace draped along side his third place medal.
Carlos also has one fist up, with the other arm behind his back.
Both of the figures are dressed in their track suits, only instead of the soft cloth the real men wore in '68, the statues don a blue tiled mosaic.
In stocking feet, with their Puma running shoes set to the side, they have their feet planted firmly on the ground.
They stand unmovable, never budging.
The third place spot is empty of a figure but engraved is the story of Australian Peter Norman who stood in solidarity with the two black Americans.
The script invites visitors of the memorial to climb up and "take a stand."
Serving as a constant reminder of the struggles that San Jose State alumni Smith and Carlos had and the bold action they took, the statue was erected in 2005.
The men not only stood up for the oppression they had experienced themselves, but for the entire civil rights movement.
In the weeks leading up to the Mexico City Olympics, black Olympians threatened to boycott the entire event.
The athletes, who had worked so hard to get to the ultimate stage, decided not to boycott but instead tried to figure out another way to illustrate their message.
The Olympic authorities made it clear that if any protests were made during the games that there would be serious consequences.
America waited on baited breath to see what would happen.
The athletes decided that they would each do their own form of protest, but as the games went on, no one took action.
Smith and Carlos ran like they had were on air in the 200-meter race and ensured their places in the final ceremony.
They made their stand that day as the Star Spangled Banner played, and it changed the course of their lives forever.
The two men were immediately shunned.
They were kicked out of the Olympic Village and suspended from their national team.
Following the event, the men were harassed by the media and were subjected to terrifying death threats.
Both men experienced pain and stress on their family lives from the dramatic outcry against their actions.
What would seem like a gentle protest by today's standards was outrageous to their critics at the time.
A simple fist in the air became a symbol of giving back personal power to a race that had been oppressed and exploited for more than a century.
That silent gesture and civil rights protest still captures the eyes of a daily audience at the San Jose State Campus.
The pivotal moment in history is memorialized with a 23 foot statue near the campus' Tower Hall.
Tommie Smith's bronze likeness stands proud at the first place podium with one arm in the air.
His other arm is at his side holding an olive branch, a symbol of peace.
John Carlos is adorned with a yellow, red and green necklace draped along side his third place medal.
Carlos also has one fist up, with the other arm behind his back.
Both of the figures are dressed in their track suits, only instead of the soft cloth the real men wore in '68, the statues don a blue tiled mosaic.
In stocking feet, with their Puma running shoes set to the side, they have their feet planted firmly on the ground.
They stand unmovable, never budging.
The third place spot is empty of a figure but engraved is the story of Australian Peter Norman who stood in solidarity with the two black Americans.
The script invites visitors of the memorial to climb up and "take a stand."
Serving as a constant reminder of the struggles that San Jose State alumni Smith and Carlos had and the bold action they took, the statue was erected in 2005.
The men not only stood up for the oppression they had experienced themselves, but for the entire civil rights movement.
In the weeks leading up to the Mexico City Olympics, black Olympians threatened to boycott the entire event.
The athletes, who had worked so hard to get to the ultimate stage, decided not to boycott but instead tried to figure out another way to illustrate their message.
The Olympic authorities made it clear that if any protests were made during the games that there would be serious consequences.
America waited on baited breath to see what would happen.
The athletes decided that they would each do their own form of protest, but as the games went on, no one took action.
Smith and Carlos ran like they had were on air in the 200-meter race and ensured their places in the final ceremony.
They made their stand that day as the Star Spangled Banner played, and it changed the course of their lives forever.
The two men were immediately shunned.
They were kicked out of the Olympic Village and suspended from their national team.
Following the event, the men were harassed by the media and were subjected to terrifying death threats.
Both men experienced pain and stress on their family lives from the dramatic outcry against their actions.
What would seem like a gentle protest by today's standards was outrageous to their critics at the time.
A simple fist in the air became a symbol of giving back personal power to a race that had been oppressed and exploited for more than a century.
Wednesday, October 31, 2012
Word of the Week #8
3. But so far, the "weather event of a lifetime" has left in its wake "a
dazed, inundated New York City, a waterlogged Atlantic Coast, and a
moonscape of disarray and debris — from unmoored shore-town boardwalks
to submerged mass-transit systems to delicate presidential politics."
4. the surface of the moon as seen or as depicted; also : a landscape resembling this surface; noun
5. The valley resembled that of a forbidding moonscape.
4. the surface of the moon as seen or as depicted; also : a landscape resembling this surface; noun
5. The valley resembled that of a forbidding moonscape.
Friday, October 26, 2012
Internment Memorial Vignette
The story of Japanese citizens ripped from their homes and sent to internment camps is memorialized in a bronze sculpture created by Ruth Asawa.
The sculpture is set modestly to the side on a downtown San Jose, Calif. street.
Standing roughly 5 feet high, what the sculpture lacks in size it makes up for in detail.
On one side, a series of vignettes outline the immigration to the United States by the Japanese and the struggle to conform to American customs while holding on to their own tradition.
The far panel of the depictions of daily Japanese American life show the events that followed the bombing of Pearl Harbor in 1941 when the president declared the citizens a threat.
Forced to give up their businesses and homes, the Japanese American citizens were allowed just two suitcases as they got on the bus and train to go to internment camps.
Asawa's bronze relief illustrates how a bustling business district, crowded with shops and busy people, was turned upside down by President Roosevelt's orders.
It testifies to the pain the citizens endured as women, men and their children were rounded up and sent to uncertainty.
Asawa captures that moment by showing the people lined up, heads hanging down.
Sale and liquidation signs hang in the shop windows in the scene and cars are strapped like mules with belongings in sacks, tied with rope.
This is the last panel of the memorial that shows the citizens in San Jose for this was the last time they would see their homes, shops and farms for years.
The sculpture is set modestly to the side on a downtown San Jose, Calif. street.
Standing roughly 5 feet high, what the sculpture lacks in size it makes up for in detail.
On one side, a series of vignettes outline the immigration to the United States by the Japanese and the struggle to conform to American customs while holding on to their own tradition.
The far panel of the depictions of daily Japanese American life show the events that followed the bombing of Pearl Harbor in 1941 when the president declared the citizens a threat.
Forced to give up their businesses and homes, the Japanese American citizens were allowed just two suitcases as they got on the bus and train to go to internment camps.
Asawa's bronze relief illustrates how a bustling business district, crowded with shops and busy people, was turned upside down by President Roosevelt's orders.
It testifies to the pain the citizens endured as women, men and their children were rounded up and sent to uncertainty.
Asawa captures that moment by showing the people lined up, heads hanging down.
Sale and liquidation signs hang in the shop windows in the scene and cars are strapped like mules with belongings in sacks, tied with rope.
This is the last panel of the memorial that shows the citizens in San Jose for this was the last time they would see their homes, shops and farms for years.
Tuesday, October 23, 2012
Word of the Week 7
1. pejorative
2. Citizens United v Federal Election Commission (2010)
3. "Each ad includes a short (and, in our view, pejorative) statement about Senator Clinton, followed by the name of the movie and the movie’s Website address. Id., at 26a–27a.."
5. The statements that the candidates are making to each other in the debates have become as pejorative as the negative campaign ads that fill the airwaves.
Monday, October 8, 2012
STD Story: PR report
For Immediate Release
KILL DATE: 10/12/12
KILL DATE: 10/12/12
Contact: Leeta-Rose Ballester
Public Information Specialist
408-555-5555
SAN JOSE STATE WORKS TO COMBAT RISE OF STDs
SAN JOSE, Calif. (Oct. 09, 2012) - San Jose State University is launching an aggressive informational program to take on a rise in sexually transmitted diseases on campus.
A health services report shows that 50 cases of STDs have been diagnosed on campus so far this year, compared to five during all of last school year.
Ellen Jones, health service director, said the university is providing professors with an informational movie to show in class.
The school's efforts also include lectures in the dorms by health service personnel and the distribution of pamphlets about STDs.
The school is expanding STD testing hours, as well.
Students can access free, confidential testing on weekdays from 9 a.m. to 5 p.m.
Jones said it seems that students find it "easier to have sex with people than to talk about having sex."
She also said that some of the students did not know the names of their partners.
-30-
STD Story: Hard News
Cases of sexually transmitted diseases are rising on campus, according to a report from the San Jose State University health service department.
Fifty cases of STDs have been diagnosed on campus this school year so far, compared to five reported during last year's entirety.
The report estimates the number of cases could reach 100 by the end of the school year.
This means a projected 1900 percent increase between this school year and last.
Ellen Jones, health service director, said it seems students have an easier time having sex than talking to each other about sex.
"There are some students on this campus who didn't even know the name of their sexual partners," Jones said.
The school is launching an informational program about STDs and their symptoms, according to Jones.
The program includes lectures in the dorms given by health service personnel, a movie that professors can show in class and the distribution of STD fact pamphlets.
San Jose State is expanding its hours for free, confidential STD testing.
The testing center will be open weekdays from 9 a.m. to 5 p.m.
The diseases outlined in the report include Chlamydia, genital herpes, body lice and venereal diseases.
Fifty cases of STDs have been diagnosed on campus this school year so far, compared to five reported during last year's entirety.
The report estimates the number of cases could reach 100 by the end of the school year.
This means a projected 1900 percent increase between this school year and last.
Ellen Jones, health service director, said it seems students have an easier time having sex than talking to each other about sex.
"There are some students on this campus who didn't even know the name of their sexual partners," Jones said.
The school is launching an informational program about STDs and their symptoms, according to Jones.
The program includes lectures in the dorms given by health service personnel, a movie that professors can show in class and the distribution of STD fact pamphlets.
San Jose State is expanding its hours for free, confidential STD testing.
The testing center will be open weekdays from 9 a.m. to 5 p.m.
The diseases outlined in the report include Chlamydia, genital herpes, body lice and venereal diseases.
Thursday, October 4, 2012
Word of the Week #6
1. hustings
2. Martin Bashir's Top Lines on MSNBC.com
3. Biden buries himself on the hustings.
4. an election platform, a physical platform for debate or a local court; noun
5. The candidates will engage in their first debate from the hustings.
2. Martin Bashir's Top Lines on MSNBC.com
3. Biden buries himself on the hustings.
4. an election platform, a physical platform for debate or a local court; noun
5. The candidates will engage in their first debate from the hustings.
Word of the Week #5
1. siwash
2. a blog post on raisingjane.org
3. "Siwashing is the only way to travel in the hills, but I began to realize that it automatically involves a contest in toughness."
4. to camp the way the Indians do—with nothing; verb
or as a noun it has many meanings:
2. a blog post on raisingjane.org
3. "Siwashing is the only way to travel in the hills, but I began to realize that it automatically involves a contest in toughness."
4. to camp the way the Indians do—with nothing; verb
or as a noun it has many meanings:
a) A heavy knitted sweater, originally created by the Cowichan people of
British Columbia, that’s decked out with fish, deer, bears, and other
natural decor
b) A derogatory racial description of a Native American from the
Pacific Northwest
c) A brisk Pacific wind that blows up out-of-the-blue
d) A mythical giant of Chilko Lake in British Columbia who was said
to track and haunt those who sinned against the spirit of the land
5. We had to do a bit of unplanned siwashing when we went to Big Basin because we forgot most of our supplies.
Tuesday, October 2, 2012
Mystery Character
The crinkles at the corners of my eyes are telling of soulfulness.
I gave up law and became the character of lawlessness.
My "bad boy" ways make the fellas jealous while my sensitive side makes the ladies swoon.
There are rumors that the fellas may have swooned as well.
I keep a comb in my jeans at the ready.
My face is wreathed by the smoke from the cigarette that dangles from my lips.
I am teenage angst personified yet I seem wise beyond my years.
My iconic legacy was created in a short time but lives forever on a highway sign.
I lived life full throttle.
Of all my reckless behavior, it was a little bastard that would be my end.
Although my name is attributed to only three major films, I managed to be nominated for two Oscars and win the Golden Globe award after I died.
I was too fast to live, but too young to die.
Sunday, September 23, 2012
Word #4
1. obloquy
2. Near v. Minnesota 283 U.S. 697 (1931)
3. "While reckless assaults upon public men, and efforts to bring obloquy upon those who are endeavoring faithfully to discharge official duties, exert a baleful influence and deserve the severest condemnation in public opinion, it cannot be said that this abuse is greater, and it is believed to be less, than that which characterized the period in which our institutions took shape."
4. abusive language; noun
5. I wanted to bring obloquy against my accuser, but instead held my tongue.
5. I wanted to bring obloquy against my accuser, but instead held my tongue.
Comparing Media
Mitt Romney released his 2011 tax returns after much criticism for his previous refusal to do so.
The Mercury News posted an online article the day of the release that presented an almost fair and balanced report.
The story is 10 graphs long and includes a link to the front page of the Romney's tax return.
Sources included Romney "campaign officials," a paraphrased statement from Brad Malt, the Romney's trustee, and the newspaper's own interpretation of the tax form.
They also noted President Obama as one of his critics, but failed to include direct quotes from anyone.
I mentioned that the article was an almost balanced report because they did not delve into comparing Romney's tax rate to that of the average American.
Other media sources made this comparison and it seemed to be inserted for the purpose of swaying people rather than informing them.
The Mercury News used the most named sources compared to the other media outlets I visited.
The story was written much like the usual print story and didn't really differ in many ways other than the ability to update it quickly.
NPR ran a two minute 58 second story regarding the release.
Their story consisted of the two radio personalities discussing the story, along with a short sound bite of Romney talking about his taxes one month ago.
The radio program managed to go into a bit of a backstory in the short segment, and spoke about how Romney essentially overpaid in 2011 so that he would have a higher tax rate.
They hinted that this was done purposefully in order for the taxes to match what Romney had previously told the media he thought he would pay.
They explained that he claimed less of his charitable donations than permitted so that he would pay a higher rate.
According to NPR, the average American pays about 18 percent on their income taxes.
Local ABC affiliate, KGO-TV, provided coverage similar to the radio broadcast in regard to the sources used.
They used a clip of Romney speaking about his income taxes prior to the release of his 2011 returns and attributed information they had to his spokespersons.
The whole story ran for approximately two minutes and began with a tie-in to Romney's previous comments about the 47 percent at the beginning of the week.
This was certainly used to grab the attention of the viewer.
The voice-over reporter explained that Romney can legally pay a low rate because there are perks to capital gains and investment income.
The strange thing about this story, and the thing that set it apart as perhaps the worst coverage, was that KGO-TV reported the average American's tax rate to be around 35 percent.
I am not exactly sure how they got that number but it seems pretty far from the 18 or 20 percent that other sources reported.
While I do enjoy the added enhancements that are possible with television or radio news broadcasts, a good old fashioned article reigned supreme for this story.
Neither KGO-TV nor NPR was able to add any soundbites from Romney that we haven't seen or heard before.
Both also seemed to add their own twist by using the comparison between Romney and the average Joe.
It's as if they are trying to hint that he is "out of touch" with the American people, a sentiment that has become tiresome even though I agree.
The Mercury News provided a straightforward presentation and allowed the criticism by Mr. Obama and others to say what they didn't and shouldn't.
The Mercury News posted an online article the day of the release that presented an almost fair and balanced report.
The story is 10 graphs long and includes a link to the front page of the Romney's tax return.
Sources included Romney "campaign officials," a paraphrased statement from Brad Malt, the Romney's trustee, and the newspaper's own interpretation of the tax form.
They also noted President Obama as one of his critics, but failed to include direct quotes from anyone.
I mentioned that the article was an almost balanced report because they did not delve into comparing Romney's tax rate to that of the average American.
Other media sources made this comparison and it seemed to be inserted for the purpose of swaying people rather than informing them.
The Mercury News used the most named sources compared to the other media outlets I visited.
The story was written much like the usual print story and didn't really differ in many ways other than the ability to update it quickly.
NPR ran a two minute 58 second story regarding the release.
Their story consisted of the two radio personalities discussing the story, along with a short sound bite of Romney talking about his taxes one month ago.
The radio program managed to go into a bit of a backstory in the short segment, and spoke about how Romney essentially overpaid in 2011 so that he would have a higher tax rate.
They hinted that this was done purposefully in order for the taxes to match what Romney had previously told the media he thought he would pay.
They explained that he claimed less of his charitable donations than permitted so that he would pay a higher rate.
According to NPR, the average American pays about 18 percent on their income taxes.
Local ABC affiliate, KGO-TV, provided coverage similar to the radio broadcast in regard to the sources used.
They used a clip of Romney speaking about his income taxes prior to the release of his 2011 returns and attributed information they had to his spokespersons.
The whole story ran for approximately two minutes and began with a tie-in to Romney's previous comments about the 47 percent at the beginning of the week.
This was certainly used to grab the attention of the viewer.
The voice-over reporter explained that Romney can legally pay a low rate because there are perks to capital gains and investment income.
The strange thing about this story, and the thing that set it apart as perhaps the worst coverage, was that KGO-TV reported the average American's tax rate to be around 35 percent.
I am not exactly sure how they got that number but it seems pretty far from the 18 or 20 percent that other sources reported.
While I do enjoy the added enhancements that are possible with television or radio news broadcasts, a good old fashioned article reigned supreme for this story.
Neither KGO-TV nor NPR was able to add any soundbites from Romney that we haven't seen or heard before.
Both also seemed to add their own twist by using the comparison between Romney and the average Joe.
It's as if they are trying to hint that he is "out of touch" with the American people, a sentiment that has become tiresome even though I agree.
The Mercury News provided a straightforward presentation and allowed the criticism by Mr. Obama and others to say what they didn't and shouldn't.
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