1. Fasten your seatbelts! Innovative Airline Safety Videos teach Old Media New Communication Tricks Prof. Dr. Sabine Baumann, Hendrikje Brüning, 02.06.2015

2. 2 COMMUNICATION AND SAFETY REPUTATION

3. 3 METHOD: EXPLORATIVE STUDY Grounded Theory Approach: Open phase of coding Taking memos into account 62 airlines 87 videos 52 categories

4. 4 OBLIGATORY ELEMENTS IN SAFETY INSTRUCTIONS

5. 5 VIDEOS IN COMPARISON

6. 6 CATEGORISATION FRAMEWORK 1.Airline 2.Aircraft Type 3.Year of Publication Application environment 4.Duration 5.Type 6.basic style 7.Video title Video overview 8.Start of Video 9.Plot 10.Setting 11.Story type 12.Storyteller 13.gapping text-image-relation 14.redundant text-image- relation 15.complementary text-image- relation Video story 16.Order of Elements 17.Repetitions of Elements 18.Repeated Elements Video content 21.Number of Languages Used 19.Language(s) 20.Accent in Pronunciation 21.Language Arrangement 22.Wording Video language

7. 7 CATEGORISATION FRAMEWORK 24.Actors 25.No. Of persons 26.Recurring actors 27.Diversity/Cultural aspects 28.Look of Actors 29.Gestures 30.Mimics 31.Style of speech 32.Gender presentation 33.Stereotypes occurring Video actors – crew 34.Presentation of persons 35.Stereotypes occurring passengers 36.No. Of persons approx 37.Gender 38.Age 39.Expression Video actors – passengers 40.Sound 41.Perspectives 42.Lighting Video ambience creation 43.(Unexpected) Icons 44.(Unexpected) Index 45.(Unexpected) Symbols 46.Religious elements 47.Color Coding 48.further unusual elements Semiotic Elements 49.Corporate Design 50.Logo 51.Product placement 52.hints to further offerings Marketing aspects

8. 8 CATEGORIES FOR COMPARING

9. 9 VIDEOS IN CAMPAIGNS – AIR NEW ZEALAND

10. 10 AIR NEW ZEALAND: EXPANSION OF STORY https://www.wellingtonairport.co.nz/about/middle-of-middle-earth-airport/

11. 11 VIDEOS IN CAMPAIGNS: DELTA AIRLINES

12. 12 DELATINA’S VIRAL SUCCESS

13. 13 CONCLUSION Despite limitations, innovative creations are possible Individual strategies and details support the brand image Creating stories involves people Most videos are still average > further research is necessary

14. Thank you. sabine.baumann@jade-hs.de hendrikje.bruening@jade-hs.de