Analysis of a Television Advertisement Aimed at Raising Awareness on the Issue of Road Safety

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Analysis of a Television Advertisement Aimed at Raising Awareness on the Issue of Road Safety

In order to analyse the advertisement, it is necessary to look at the different techniques used throughout. The advertisement has been created in order to promote road safety, and is from a series of advertisements called ‘THINK!’ The specific advert I am to analyse is called ‘Backwards’, and deals with the decision of whether or not to wear seatbelts whilst travelling in a car. Different techniques used in the advertisement are employed in order to increase effectiveness, these are as follows; the meaning behind the visuals of the advertisement, the target audience and how it raises the audiences’
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It is very the ultimate goal of the advertisement that the meaning comes across very clearly, and also that this message be a lasting one.

Wearing a seatbelt became the law in 1983, therefore the advert is not only for to raise awareness and show that seatbelts save lives, but it is also to demonstrate that you are breaking the law as well by not wearing one.

Obviously being a road safety advertisement, the target audience of the advertisement is any drivers and passengers that use cars either on a regular basis or sporadically. An important factor to consider when appealing to a certain audience is the time that the advertisement is shown each day, how often that it is shown and the language that is used throughout the advertisement. It is important that the target can relate to the tone or features of the advert, if they are to take anything away from it. This particular advertisement was shown up to 25 times a day. It was also part of a series shown on television intermittently throughout the year. This means that the advertisement will be shown at the start of the year for 3 weeks, then at the end of the year for a further 3 weeks. The scene at the end of the advert emerges with a line on it reading, ‘If you had another chance, what would you do differently?’ This phrase is easily understood, and can therefore appeal to any person of any age,