“Don’t Talk and Drive” Kevin Penn. What is your initial reaction to this picture?

“Don’t Talk and Drive”

Kevin Penn

• What is your initial reaction to this picture?

Background Information• September, 2009

• Advertiser:Bangalore traffic police

• Agency:Mudra Group, India

• Additional credits:Executive Creative Director: Joono SimonArt Director: Vinci RajCopywriter: Akhilesh BagriPhotographer: MallikarjunRetouching : Sathish

• Source:Ads of the World

Audience

• Who is the intended audience for this advertisement?

• The audience is anyone who talks on his or her phone while driving and also those who talk to someone who is driving. Although this is an Indian ad., it has a global message.

Ethos

• Is the source of this advertisement credible?

• Would the advertisement lose credibility if the logo for the Bangalore traffic police wasn’t in the picture?

• Yes. Because it is a government agency that created this advertisement, it is credible.

• Yes. If the logo for the Bangalore traffic police wasn’t in the picture it would lose credibility.

Focus

• What are the focal points of the advertisement?

• What is omitted from the advertisement? Would the ad lose its affect if these things weren’t omitted?

• The woman’s face, the phone, and the blood are the focal points of this advertisement.

• The rest of the woman and her surroundings are omitted. If these things were shown, the viewer’s attention would be drawn away from the intended focal points.

Lighting

• Is the lighting natural or artificial?

• What affect does lighting have on this advertisement?

• The lighting is artificial.

• The dark blood stands out against everything else and draws the viewer’s attention.

Font

• Does the size of the font affect the message that the advertisement is trying to send?

• The font was purposely made small so that the viewer could discern the message by simply viewing the picture. The writing just adds further emphasis. When you first see the picture you do not notice the writing because you are focused on the woman’s face and the phone.

Logos

• Does this advertisement appeal to your logic? Is it realistic?

• This advertisement makes you conscious about what is happening on the other end of the phone and makes you aware of the consequences of talking while driving.

• This advertisement is not realistic at all. If someone gets in a car accident while talking on the phone, blood is not going to go through the phone and get all over the person they are talking to.

Pathos

• What emotions are evoked by this advertisement?

• When I first saw this picture it made me cringe. It shocked me to see the blood all over the woman. It also made me feel pity for the woman because she is partially responsible for injury/death of the person she was talking to.

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Bibliography

• http://osocio.org/message/dont_talk_while_he_drives/

• http://adsoftheworld.com/