Analysis draft, 100 points (10 pages)
In this section of your paper, you will apply your two theoretical frameworks to your campaign. In other words, you will be synthesizing information from the previous two sections (overview of theory and identification and description of campaign).
This part of the paper will be organized into two large sections one large section for each theory (about 5 pages each). In each large section, you will:
State the theory you are using and state each component of the theory as an introduction. This should be no more than three sentences.
As mentioned above, I will be using the Health Belief Model as a framework for evaluating Campaign X. The six components of the Health Belief model are perceived severity, perceived susceptibility, benefits, barriers, self-efficacy and cues to action.
State how the campaign does (or does not) address each part of the theoretical framework using specific examples from the campaign. For example, if you were using the HBM as a theoretical framework, how do campaign materials address perceived severity, perceived susceptibility, benefits, barriers, self-efficacy and cues to action? Be specific. Campaign materials must be cited.
The campaign addresses perceived severity by: [explain how it does this, cite specific campaign materials].
The campaign addresses benefits by: [explain how it does this, cite specific campaign materials].
And so on, for each part of the model.
The objective of this section is to evaluate the campaign, using the two theoretical frameworks that you have selected. The theoretical frameworks supply the evaluation criteria.
NOTE: Your analysis and evaluation is rooted in the theoretical framework, not simply your own feelings or opinions. Assessments you make must be backed up by theory.
In the conclusion of the paper (due with the final paper), you will use information from your analysis to offer an overall assessment of the campaign and to suggest ways to make the campaign better.
