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Further Oral Activity (2)
Transcript of Further Oral Activity (2)
Further Oral Activity
Part 2: Persuasive Language in Advertisements
By: Sussex Safer Roads
Launched January 2010
Garnered 11.8+ million views on YouTube
THINK: The Clunkers
By: United Kingdom's Department of Transport
Published in the 1980s
Part of a THINK! campaign to promote seat belt usage
The use of language, both stylistic and formal, has an impact on advertisements. Language use influences the tone & atmosphere of an advertisement and is capable of portraying the same message in a positive or negative light.
Advertisements advocating greater public awareness on the use of seat belts.
Analysis of how language use affects an advertisement's impact - establishing either a empathetic or intimidating impression.
THINK: The Clunkers
Seat belt use can reduce the risk of crash injuries by 50%
Seat belt use remains lowest among young drivers
- Complete family
- Contentment of characters
- Comfortable surroundings
Warm & Fuzzy Atmosphere
- Smoothing music
- Rich, resonant background (purple & brown)
- Stuffed toy, sofa, kiddy table & chair
- Accentuated by the sudden reduction of video's speed
- Exaggerated change of facial emotion (happiness to shock to fear)
- Facial changes of all family members are shown
Use of Plain Folk
- Typical family of 3 is used.
- In America's context, the setting is typical of a home
- Husband is in a car (hand shifts gear, foot presses down, hands in steering wheel position)
- Wife and Daughter are at home (setting, comfortably on sofa)
- Husband is traveling & thinking of home (looks at Daughter and smiles)
- Accident (attempt to swerve, glass shards in the air, limbs thrown forward)
- Wife and Daughter form seat belt around Man (shape of arms)
Encourages viewers to relate to the unfolding plot.
General public, especially drivers and those who transport via automobiles regularly
Promote the use of seat belts as a life-saving method
- Phrase "Clunk, Click' is repeated aloud throughout the advertisement.
- Phrase takes the form of a visual catchphrase on-screen as well.
- Alliteration in "Clunk, Click"
- Form of onomatopoeia
- Advertisement revolves around a Man and a Woman.
- Two indistinct children are portrayed.
- Initially, all characters are shown to be happy (smiles)
- Atmosphere is quickly changed to one of appall
- Gory imagery used (body with blood, woman's scream and fleeing)
"Some people haven't clicked yet"
"They're the clunkers"
"What they don't realize is..."
"Don't just be a clunker"
This ensures a broad spectrum of people can relate to these characters. Demonstrates that anyone can be susceptible to the unfolding plot. Acts as a testimonial to the risks of driving.
Highlights the negative consequences accidents carry. Gory depictions reinforce this message through its imprintment on viewer's mind.
Links people under such descriptions to negativity. Explicit negativity is not used, its subtle and implied.
Related characters - family
Implicit - highly symbolic
Association - viewers act out of desire to be like portrayed family
Use of pathos
Explicit - uses cynical tone, insults & repetition
Direct message foments fear; this fear is the impetus for seat belt use
Use of logos
THINK: The Clunkers
Shock (portrayed differently though)
"A lot of people have gotten into a habit whenever they get into a car"
Sentences are not directed at individuals, rather at groups of people..