Mandi McKenzie 1 st period.
Background. This is an ad from Chevrolet, against drunk driving. Advertising Agency : Mccann Erickson, Quito, Ecuador Creative Director: Diego Perdomo Art Director: Juan Manuel Larco Copywriter: Mario Freire Illustrator: BluMedia
What catches your attention?
The fact that the character, Grim Reaper, that is representing “death” is the one hiding under the blanket from the person and holding a teddy bear like a child. The boy standing by the window is making a scary face and shining a light to scare the Grim Reaper when he is laying in bed.
Why is he scared?
It is showing that if you don’t drink and drive and have a safe designated driver, there is a lot less of a chance of “death coming for you”. So the Grim Reaper is scared because the designated driver is going to keep him from doing his job and taking people out of this world because of stupid decisions.
What’s the meaning?
It is comparing the Grim Reaper to a small child that is scared like the child would be if they thought they were seeing a monster that they would have a nightmare about. Meaning the Grim Reaper is scared of not doing what he is suppose to be doing.
Are the words significant? Why or why not?
The words are significant because with out them the picture wouldn’t make very much sense at all because you wouldn’t know it was an ad against drunk driving.
Chevrolet also added their trademark symbol to the bottom of the ad very small so it doesn’t take away from the picture and meaning of it but it shows that it is their company supporting the cause.
Logos. Common sense tells you that if you have a designated driver you are less likely to have an accident when driving.
Ethos. It is a major car making company so their information is reliable.
Pathos. It makes you think a little about how having some one be a safe designated driver when you are not fit to drive can safe a life.
Sources. creative-and-clever-advertisements/ creative-and-clever-advertisements/ 60+ Creative and Clever Advertisements