European Journal of Research in Social Sciences Vol. 5 No. 2, 2017 ISSN 2056-5429 I LIKE TO MOVE IT, MOVE IT ITALIAN HEALTH COMMUNICATION FOR CHILDHOOD: AN ANALYSIS OF TWO DIFFERENT ADVERTISING CAMPAIGNS Gevisa La Rocca University Kore of Enna ITALY
[email protected] ABSTRACT This paper presents two different Italian campaigns against childhood obesity. The objective of the two campaigns is to encourage children to take exercise. The paper proceeds by identifying the phenomenon of obesity and analyzing two different communication strategies used by two Italian regional administrations. The theoretical framework is represented by public service advertising. The analysis model is taken from the work of Griswold (1997) on the cultural diamond, and the tools of analysis are those of advertising. Keywords: Public service advertising, obesity, cultural diamond, language of advertising. INTRODUCTION I Like to Move It is a song by the American electronic dance duo Reel 2 Real (Erick Morillo), featuring ragga vocals by Trinidad and Tobago rapper The Mad Stuntman (Mark Quashie). Recently the song has been used in the Madagascar series of films. It is with reference to the 2005 film Madagacascar that here we use the incipit: “I like to move it”. The film’s characters are Alex, a lion, Marty, a male zebra, Gloria, a female hippo and Melman, a hypochondriac male giraffe. They are four animals at the Central Park Zoo in Manhattan (New York), they live together and they are inseparable friends, because the lion is peaceful, well-fed with steaks by the keepers. Alex attracts all the attention to himself.