Print Ad Analysis – Texting and Driving

Texting and Driving is a serious epidemic in such a fast paced world. Phones in this day and age, have taken the hand of over 67 % of Canadians. With that high of statistics, it is no wonder that the death rate for texting and driving is 22%. The print ad that I will be analyzing, directly addresses the issue of texting and driving

The various elements that make up this print ad are: the blood, the smashed phone, the yellow road line and the text that reads, “the person you’re trying to reach is no longer available.” All these elements put together make for a powerful print ad. I can tell that whoever created this media text, stepped outside of the box and took authorship of the sad reality that is texting and driving. It is unlike other ads that show a smashed up vehicle, or a person who is hurt. Instead, it is much simpler than that and shows the fatal consequence with just the element of blood – this sets a dark mood. It is similar to other ads because it shows a phone, it is very elementary to show a phone in a “don’t text and drive” ad, because in this situation, they cause death. A camera is most likely used to shoot this photo, but in the actual photo, we see that the technology used is an out-dated swipe keyboard-like phone.

The camera angle strangely enough is a high angle. Which, we learned in class that the high angle makes the object photographed seem smaller and less significant (or scary.) The reality of this image is very scary, which would explain why they would use this angle. However, in a deeper look into the issue of “Texting and Driving”, to a lot of people (especially teens) this problem has little or no significance. The emotional appeal in the format of this media text come from the idea that “blood has been spilled over a phone.” Literally and figuratively. Whoever is trying to call or get the person who has died on the phone, no longer has a connection to that person. There is a device of manipulation used in the format of the text, “the person you’re trying to reach is no longer available.” This phrase cuts the person completely off from the other. Whereas the actual phrase used is, “the person you’re trying to reach is currently unavailable, please try again later.” This typical statement brings a glimmer of hope, a possibility that the other person is on the other line. But the other is null and void, there will not be another person on the other side of the call to pick up. The blood and the smashed phone on the pavement next to a yellow line all add to the print ad to make it seem so real.

I personally have not experienced anything so fatal as a car accident caused by texting and driving. The closest I’ve ever remotely come to would be the one time our family vehicle was rammed into by another car. It was extremely frightening and I felt light headed – I can only imagine what it would be like to be the victim depicted in this print ad. As a part of the audience that is viewing this, I learned about the fatality of texting and driving. I learned from this media text that blood can be spilled, also that it is not always worth it to look at your phone. Ultimately, life is more important than material things.

The ultimate consequence depicted in this media text is death. But not solely death, but the loss of connection of a loved one. The content of the print ad display the value of human life, it makes us realize how not worth it it is to text and drive – which could lead to death. It’s like, when i’m driving somewhere, one of the first things I think is, “I as the driver, have the power to kill someone.” Because as drivers, we do. As drivers, we hold the power in our hands to choose life or to destroy it. It’s a super important responsibility to take on and make sure to not get distracted while driving.

I don’t know exactly the name of whoever created this print ad.However, because of how realistic it looks and the message it portrays, I can guess that it might be some sort of government ad. The reason for sending this kind of message, would be because the death rate for texting and driving is so high and because it just takes lives in general. The purpose of sending this message is to spread awareness that texting and driving kills and to urge others not to follow in the same steps. This message could be sent to the demographic of legal drivers in Canada (16 & up.) However, I would definitely have to say that this message is directed at the teenage demographic. The reason being is the cell phone choice. The flip-up keyboard phone is (for me at least) my idea of a construction of a teenager. They could have chosen a touch screen, but they didn’t – whether that be that the flip-up keyboard was the “latest-gadget” when this print ad was created or not. In my mind, I believe that this ad is directed at teenagers, and that it’s purpose is to tell the reader not to text and drive because fatal consequences come with doing so.

Well, that’s it! I really hope you all enjoyed my very first blog post. I will be analyzing different types of media and such, as time goes on. But until then, I hope you all have a great week!

~Sara Kate Dakin

 

Works Cited:

CIBC. CIBC. 27 October 2015. Website. 9 February 2017. <http://www.cbc.ca/news/business/crtc-telecom-report-1.3290603&gt;.

Fisher, Gavin. CIBC. 13 March 2016. Website. 9 February 2017. <http://www.cbc.ca/news/canada/british-columbia/distracted-driving-texting-will-become-largest-cause-of-teen-deaths-1.&gt;.