1.0 INTRODUCTION
The Slip Slop Slap campaign is one of the most successful advertising campaigns in Australia’s history propelled by Cancer Council Australia in 1980. Sid the seagull, wearing board shorts, shirt and a cap, moved his way over our TV screens singing a smart jingle to help us three basic techniques for protection against skin cancer. The Slip Slop Slap campaign has turned into the centre message of Cancer Council's Sun Smart project. The campaign is broadly credited to have played a key role in the intense shift in sun protection behaviour over the past two decades.
This report will look at the effectiveness of the Slip Slop Slap campaign from its inception in 1980 until today and evaluate the efficiency of the techniques used. These techniques…show more content… The catchy jingle and cartoon spokesperson appeals directly to children and therefore to the parents of the children.
2.3 Techniques of Persuasion
2.3.1 Use of Jingle (Repetition and Alliteration)
As seen in the above insert, the Slip Slop Slap jingle incorporates the use of repetition of the three key concepts to sun safety the Cancer Council is attempting to convey. This repetition provides the catchiness and longevity that a successful jingle requires. Over the years, the Cancer Council added two new concepts to their jingle – Seek and Slide. The use of alliteration is also present in the jingle and slogan as a whole. This assist in capturing the target audience’s attention and makes it easier to remember.
2.3.2 Use of Spokesperson
The creation of Sid the Seagull for use as the spokesperson for the Cancer Council assisting in the message reaching the younger demographic and provides it mass appeal to young families. It provides a ‘face to the name’ type of mentality. By maintaining Sid’s cartoonish appearance, the campaign appeals to children.
2.4 Maslow’s hierarchy of