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Texting While Driving

An artifact deconstruction of the public service announcement created by the city of Gwent in the U.K. to advocate the dangers of texting while driving.

Jennifer Coon

on 28 April 2010

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Transcript of Texting While Driving

Texting While Driving The following video was created by the Police force of Gwent of the U.K. to advocate how dangerous it is to text message behind the wheel of a vehicle: The sounds:
The music- The video opens with the music the girls are playing in the car, they use an average song that three teenage girls would be listening to, a song thats: upbeat, energetic, and easy-going.
It is important that they set you up in the mind frame of a typical day.
The song plays on even while the girls have already crashed the car. The music is subsided though, while the sounds of the crunching cars and screams are heard.
There is a brief transition between the girls music and the somber orchestra music that plays for the rest of the video.
The music is packaged in the video in such a manner that it is not obvious to hear the change in songs. This is done in a way so that you will focus on the images and the music will speak to your emotions, even without your conscious awareness. Almost on a sub-level. With out rhetorical listening, or more specifically, rhetorical hearing, without even seeing the images, the way the sounds are played out in the video tell you how to feel- happy, scared, worried, and upset, are a combination of the emotions the sounds relay to your brain. The setting:
The video takes place on a surburban two-way road.
The people in the video are average, just in the car on the way to some place.
While the setting is the U.K., this could easily be applied to America, just be driving on the other side of the road. "The most obvious standard we apply is that of success. If a speaker wins stong support for a cause that we embrace, we celebrate the rhetoric, even if we spot technical flaws." Booth, pg. 110 By illustrating these two things the video makes underhandedly says that "This could be you."
Most people have cars and use them frequently, it is not unthinkable that you could be on the other side of this.
The video is physcially packaged to reach anyone with an internet connection. It is also put together on an emothional level so that you can put yourself in that situation: You could be a mom whose teenage daughter was in the crash.
A young child whose parents were lost in a car accident.
A sibling, a friend or another family member.
The ties are endless. The Audience:
The targeted audience is directly teenagers and young adults.
They target these people becuase the are most likely the "consumers" in this enviornment where there is a need to be on your phone constantly.
It also is indirectly targeting parents, to encourage their children not to be a part of the generation of kids who text message while they drive.
It is not however targeting an older crowd. Grandparents are left out. Most can barely use a cell phone, much less text message, especially while driving. "...Most important, sociability of the young. And this sociability is dominated by a virtual existence and traversals." Nayar, pg. 141. Images:
The intention of the video is seemingly clear, however, some of the most telling images only appear for a split second.
As a consumer of the message, it is difficult to interpret these flash images that your brain may or may not be picking up on. The image of the cell phone that causes the accident has a prescence throughout the video, however, it is packaged in such a way that you only consciously pick on it in a few shots. The text is also not readable until you take the time to stop the video and read the trivial message she is sending. The rhetrickery behind the actual message is how unnecessary texting while driving is. As the girl is not sending any pertinent information. TREDGEAR
Welcomes Careful Drivers The town of Tredgear is welcoming to those who are safe drivers and will not disrupt the social and economic disorder caused by hazardous consumers who come in to their town. "Mommy, Daddy, wake up." The little girl's lifeless crys for her parents persuade the audience through rhetrickery that they should not text while driving or they will leave a young girl an orphan as a result. The images of the body count run high through the video. While the body count runs high, the rhetrickery through the video wants you to believe that if you text message while you drive you will cause many deaths, While there is a chance this could happen, through rhetorical listening, you can think for yourslef and know that it is not a concrete fact that if you text while driving, you will four people. "As numerous ads suggest, one does not have to be out of touch from a business, family, or lover ever." Nayar pg. 138 The final frames are images of the havoc that texting while driving has wrecked. Without the consumeristic need to be always connected to the world around you, this accident may have never occured.
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