Learner Response

Question 1:

The institution take an original and positive approach to road safety advertising through the institution using a positive slogan. The slogan in which this institution uses is "embrace life" which is a positive slogan in which has been displayed at the end of the advert. This would be effective towards the viewers as through watching an emotional advert it makes them think about life and how they should embrace it. More importantly, the slogan is completely different to existing road safety campaigns that show people dying or seriously injured in graphic car accidents. Slogans such as 'Think!' are quite aggressive and order the audience to do something. 'Embrace life' has a much softer, more positive feel that appeals to the audience's love of their family rather than fear of death.

Furthermore, the use of family values being promoted in the advertisement portrays family as being life savers. we see this through the few scenes that have been shown where the little girl and the husbands wife both strap on to the husband and save his life. This yet could mean that advert could be trying to say you should embrace your family as well, family is important. One of the original ideas that the institution use is that in most adverts there is an actual seatbelt present. However, not in this advert as it has an original, different idea as they've used the family members as one.

The institution also uses effective techniques which are slow motion shots where we get to see exactly what happens in the accident. This is different to other road safety adverts as they happen too fast emphasising how fast everything could happen within a blink of an eye. This makes the video footage seem more beautiful to watch for the viewers compared to the other frightful adverts which makes us as the audience want to not witness the accident.

Finally, this advert takes an original approach to road safety advertising through the use of physical theatre where the husband acts out the accident whilst the other two family members act as the seat belt saving the father's life. Whereas, other adverts have real life cars and motorbikes to show the accidents that happen and in most of the adverts someone dies or are injured. This is usually shown quite graphically to shock the viewer. In this advertisement, the institution finds a better way of communicating to the audience that seatbelts save lives, not of just their own but of others.