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.
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