scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 715
In New Zealand in 2000 drink driving caused 23 of fatal car crashes The Land Transport Safety Authority has been trying to reduce deaths and injuries as a result of drink driving by advertising in a range of media For my research assignment I decided to investigate the proposition that the language and visual features in drink driving advertising are used to promote memorability and impact I decided to focus on print advertisement and starting collecting advertisements from the Herald AA Directions magazine and The Listener as well as a number of other sources where I found advertisements I collected over 15 advertisements and noted 3 billboards I also visited the LTSA web site and researched the strategy behind the campaign I went through and analysed each for written and visual techniques I looked at what techniques were most often used to appeal to readers and to encourage their compliance Drink driving advertisements are typically direct messages that link to dominant images Sometimes the images show the direct effects of drink driving but more often they show something more subtle old injuries pictures of a prison or prison cell or a coffin for example The LTSA use what is known as the Victorian advertising model in drink driving advertisements where they use a successful strategy as employed by the state of Victoria in Australia They employ several strategies to get their message across They frequently use emotion and shock in a way that leaves drivers thinking it could happen to me One example from a Womens Weekly has an advertisement with a story with emotive and direct phrases in simple sentences such as I killed my husband and my own daughters wont even talk to me This use of syntax adds to the direct message Further use of direct communication is evidenced in the use of imperatives as in dont drink and drive and catch a taxi Metro North and South This makes it
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA