“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 Simon Art Director: Vinci Raj Copywriter: Akhilesh Bagri Photographer: Mallikarjun Retouching : 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.

Advertisements from the same collection:

Bibliography