Good morning/afternoon, my name is Ashley and I have been invited onto the Gruen Transfer to explain why my advertising campaign should be the Advertisement of the Year.
BACKGROUND + PAT:
The campaign highlights speeding. Speeding has caused almost half of all road accidents in 2009. The purpose of this ad is to raise awareness on the dangers of speeding and the damage it can cause. This ad is designed to the target male audience from the age of 25 through to 35. This is because men usually drive, and they may have kids which increase the risk. The advertisement is a print ad. The ad will be placed in car magazines, such as ‘wheels’, because it promotes fast cars and is read by men. It could also be placed on a billboard on the motorway because of the high speed limits. The aspect focused on; is how speeding can cause fatal accidents in which the driver responsible survives.
In this advertisement, many visual techniques are used to make the image relate back to the target audience. The first instance is the use of a grown man as a silhouette image. This style was chosen because it gives the message of grief and sadness. The blackness makes the image darker and more depressing. The tear drop to the left of the man shows that he is grieving over what he has done. Taking into consideration that the overall image gives the message of grief, the overall colour and lighting for this ad has been made to look dull so our focus is not isolated to a single image, but to the overall ad. The writing is placed in the top left hand corner of the ad, because that is where the eye first travels when looking at a new page.
The text colour is white to make it stand out and be the first thing the audience see’s so they can make the connection to the ad. The other piece of text is the symbol in the right hand corner. The red circle with a slash through it is an image that represents danger. Commonly used as the ‘no smoking sign’, this image outlines the dangers of speeding and how speeding does kill. The layout of the ad has been made this way to allow it to be understood clearly and easily. The graves are the main image in this ad, and they are displayed at eye level.
The man is in the foreground and is shown to be staring at the graves. There is minimum text displayed on the ad, but there is a body copy that gives factual information about actions that can reduce the risk of a fatal accident occurring. The small amount of text was chosen because illustrations are much easier to understand and the messages within them are conveyed faster. The camera is angled so it looks at the graves, but the back of the man. This gives the man a look of less power. It is made to show that this could easily be you standing there grieving over a mistake you cannot take back.
While the visual aspect is important, persuasive language techniques were also used make the message clear. The slogan used in this ad was ‘Live with the guilt… It may not be you who dies’, these two sentences are powerful as they play on your emotions. It makes you relate back to the ad by getting you to think and feel about the consequences. On the gravestones there are the names of the people who have died due to the accident. The image of the grave with the words, combined with the slogan should allow the audience to fill in the gap, that is, the man standing in front of the graves is responsible for their deaths. Another technique was the use of statistics. This gives the ad credibility and puts into perspective how real this ad is, and that these road accidents can, and quite frequently do, occur.
This ad was specifically targeted to male audiences based on the stereotype that they are most often the ones who drive the family around. Given the age of the men targeted, a body copy was added to give information about actions they can take. The body copy is made to sound like it is directed right to the audience. ‘The faster you drive, the harder you hit’, was used because it has a double meaning, as it can mean how hard the car physically hits the object in its way, but also how hard the resulting deaths can emotionally ‘hit’ the man.
This ad is made for the organisation, TAC (Transport Accident Commission). They are a Victoria based organisation that pay for treatments for people injured in transport accidents. They are also involved in the promotion of road safety and have a number of campaigns involving speeding.
By explaining this advertisements purpose to you, it should be clear that speeding has caused many deaths and will continue to cause more if action is not taken to prevent this.