While browsing online, I stumbled upon this certain ad that drew my attention to it. It’s a campaign ad which NTF Vast produced for the Swedish National Society for Road Safety. The image content in the advertisement is only a text message (a text between two people) which make it seem very simple and appealing because it’s easy to read and at the same time, if one assesses it properly, he or she will infer that it has a strong message. With this creative, I quickly became fond of it. Moreover, it is informative and is really of relevance to the society.
Dissecting the ad’s images: (a) the recipient’s reply is grammatically wrong and (b) the conversation box of the recipient is not rectangle but of alcohol shape. This already implies that the driver MIGHT be drunk, or distracted. Below the advertisement is a one lined text that present its message. It says that “text messaging while driving is equal to a blood alcohol of 0.15 percent” thus informing its audience how threatening driving while texting really is.
Why is the ad powerful:
In today’s society, almost everyone have cellular phones due to its convenience. One of the amenities which it carry is having the comfort of easy communication amongst people. Thus, this may be seen as an advantage however, that could lead to someone’s downfall by overusing it or being over-confident thinking that one can handle texting even if he or she is driving. This false thought has led people to their death. According to reliable sources, “More than 50 percent of teens admit to texting while driving… are 23 times more likely to be in an accident if they are texting while driving.” In addition, statistics have shown that in US, an estimated number of 11 of teens die because of such event. For that reason, the advertisement becomes very effective in such a way that it raise awareness to drivers and might actualize a change in hope for safe driving.
marshmarian 