How does the institution take an original and positive approach to road safety advertising?
This institution 'Embrace Life' takes an original and positive approach to road safety advertising by setting the scene at home. Normal road safety advertisements are set on the road/in a car. However this advert is set in a living room, also the mother and daughter acting as the dads seat belt takes an original approach. Furthermore, this institution has a positive slogan 'Embrace Life' as well as having a positive narrative, unlike most road safety advertisements. In addition, this advertisement has an original take as it has physical theatre in it. Also, throughout the advert there is no dialogue which captivates the audience. This advert conveys the end result of wearing a seat belt, which is positive, as other road safety adverts show a more negative side of not wearing a seat belt. Therefore, the institution may have done this to show the positive side of wearing one which may influence people to wear them. This advert links with Todorov's theory, as the advert starts off with an equilibrium of the family looking happy and getting along. However disturbed with the crash and then ending with the dad being saved by the mother and daughter. It also relates to Dyers theory as one of the lines of appeal includes happy families.
So, this advert takes an original and positive approach to road safety advertising by showing the positive side of wearing a seat belt, which therefore would influence people to wear one whilst driving.
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