The Frontier Post, an English newspaper mostly based in the Middle East, released a particularly powerful advertisement in 2013 to promote safe driving. At first glance, it would appear that the advertisement is a picture of a firearm, front and center, placed in the spotlight of an otherwise gloomy backdrop. In reality, the advertisement depicts a set of car keys, cleverly arranged to resemble a revolver. Underneath the gun lies a very somber message, “Takes one life every 25 seconds, Drive Safe”.
The bottom right corner displays the organization’s information, and the bottom left corner offers a citation for the hair raising statistic. One could quickly deduce that the Frontier Post was targeting people’s susceptibility to fear with this ad. The advertisement uses fear in order to evoke emotional responses to successfully fulfil its purpose. Fear tactics are commonly used in advertising, and this particular ad targets our fears in a very effective way. Driving is something that most of us do on a daily basis, and probably without much thought of the risks involved.
The ad takes advantage of how commonplace driving is, and uses a simple reminder to make people feel vulnerable in their everyday lives. In addition, it compares the dangers of driving recklessly to the dangers associated with firearms, which have a particularly bad image in the present age. As many people have a fear of guns, it seems like a great way to generate similar fear arounds a grossly unrecognized killer. Arranging the car keys in the shape of a gun is also a great way to catch people’s attention, as guns are considered much more interesting than a pair of car keys.
I love how the advertisement draws people in with a certain expectation, and then crushes it, as the focus switches gears toward a completely different issue. This advertisement employs several subtle devices that are sure to have a cumulative and lingering effect on the people who see it. Besides playing to common fears to get its point across, the ad is composed and framed in very specific ways. The background is grainy yet simple, and the whole picture is minimalist in nature. The lighting draws the attention of the audience toward the set of keys in an otherwise dark surrounding.
It seems as if the car keys are a metaphor for the car itself, and they are under the spotlight, signifying that the automobile is in questioning. I think the Frontier Post did an especially good job at making sure the attention grabber is the clear focus of the advertisement. Only after someone’s attention is drawn to the ad will they take time to read its message. The portrayal of the keys as a revolver keeps the message clear, and helps to ensure people will remember driving as more dangerous than they at first thought. One other big device used in this advertisement is color choice.
For instance, the first line of text is a different color than the second line, and this was no accident. The first line boasts a dark print, and refers to the amount of lives reckless driving takes every day. The second line is bright white, and it offers a simple solution to the problem, “Drive Safe”“. The dark text in the first line parallels the dark truth, while the whiter print in the second represents hope as it reminds the reader that the situation is not irreparable. The white and black colors juxtapose each other to great effect, and I see them as having a good vs evil relationship.
For a similar reason, the car keys themselves are comprised of dark, dull colors, and it makes it clear that the car keys represent the means to the sad message of the first line. Yet another big factor in the success of this advertisement is the way it is framed. Clearly the ad was made to target people’s fears when it comes to their everyday lives, but more importantly, it frames the problem in such a way that makes the reader feel responsible. When it says, “Drive Safe”, it not only makes you realize that reckless driving is the cause of this tragedy, but also that everyday people like you and me are the ones who do it.
In this way, the ad pushes a sense of responsibility on to whoever reads it, and this feeling is what motivates people to actually change their ways. Without this key element, everyone would read the advertisement, feel sorry for all of the victims, and go on with their lives. Now, however, it isn’t so easy for you or me to simply walk away and essentially do nothing to better the situation. The significance of this advertisement is apparent when you consider the amount of deaths that occur from reckless driving.
I personally think that most of these deaths are completely preventable, and it is extremely important to raise awareness about an often forgotten killer. Gun violence is one of the most widely debated issues today, and it is even more relevant in places like the Middle East, where the Frontier Post is based. A surprisingly large number of people have a fear of firearms, and some even view them as an evil plague that haunts our society. This advertisement takes advantage of such a mindset, and adds a twist that some may not expect.
It almost seems as if the ad is reminding us that cars can be equally destructive as a firearm in the wrong hands, and that all of the energy spent on the issue of firearms smothers reckless driving cases to the point that they are basically ignored by mainstream media. In this regard, it is very appropriate to compare cars to guns, because they can be arguably more dangerous, but are given a pass in favor of focusing on gun violence. The simple switching of focus achieved in this ad is a very intelligent way to address a significant problem all across the world.
Perhaps the most important element to be considered when analyzing an advertisement is its audience. Without a specific audience, an ad can fall flat on its face, and unintentionally alienate everyone. The primary and most obvious audience | this ad targeting is people who drive. Specifically the newly licensed, immature, and reckless drivers. Most if not all seasoned drivers appreciate the raw power at their fingertips when they sit behind the wheel. Younger drivers, however, are usually naive and take more risks, and a scare tactic ad such as this would be plenty effective at making them think twice before buckling up.
The ad also targets the more criminal drivers, who drive drunk and put the lives of everyone around them at risk. Given the statistics, it is important to reduce reckless driving, and this ad does a good job by scaring the perpetrators into changing their ways. I believe that this advertisement was handled in a very effective way. The pair of keys in the spotlight give a lasting impression, and anyone who happened across this ad would likely revel at the illusion it creates.
Almost like a bait and switch, you go into the add expecting a certain topic, but come out of it with quite a different one. It is very unique, and very simple, which increases the likelihood of a reader remembering the message and doing something about it. Above all, the ad plays to the fears of many, drawing parallels between dangerous weapons and a seemingly innocent machine. By these means, the advertisement does a wonderful job at achieving its end goal, which is leaving an impression on those who see it.