1. Analysis- general campaigns

2. The first general campaign that I am analysing is
part of the ‘think’ campaign run by the department
of transport. THINK! provides road safety
information for road users. Their aim is to
encourage safer behaviour to reduce the number of
people killed and injured on Britain’s roads every
year. I have chosen to analyse the ‘drink driving’
part think’s campaign. An important aspect of the
campaign to point out straight away is the name of
the campaign group ‘THINK!’. Essentially their main
aim is to get road users to think about their actions,
and the use of the name ‘think’ is effective because
it literally makes the audience think.

3. The link to the television advert
• Pub loo shocker
http://www.youtube.com/watch?v=TADO4LG29bs
The name of the of the advert firstly gives an idea to the audience as to what it will entail- shock.
Although this is an advert and many would have seen it on the television, it created a rather large storm
over the internet and people who did not see it on the tv may have been interested to watch it after
seeing the name ‘pub loo shocker’ this is intriguing using the word ‘shocker’ in the same few words as
‘pub loo’ creates a sense of curiosity as perhaps the audience just think it will be drunk people doing
something funny however when they see the advert they will be surprised and shocked and will thus
remember it which is the aim. The fact that that it is called ‘pub loo shocker’ is short and snappy and
easily remembered thus people may tell their friends about it considering the shock it gives. The fact
that it is also short and snappy is useful in the fact it can be used as a hashtag on twitter for people to
talk about. It is a memorable name and sums up the advert in three words.

4. This part of the advert shows a man
entering toilets in a pub. The audience is
not intrigued as to why he is actually
going into the toilets as this is of course
normal, they are intrigued as to why the
camera is showing the man going into
the toilet. They are likely to ask
themselves is something going to
happen.
Some may not ask
themselves ‘is
something going to
happen’ they may
think nothing of the
fact a man is in a pub
going to the toilet.
But the dull grey
colour affect on the
pub creates a sense
of mystery and is
almost depressing.
The fact that no company name or
product name is shown, leaves the
audience in the unknown and thus
intrigues them as to what the advert is
about.
The normal setting with
background noise is yet to
add suspense as the
environment seems friendly
and there are lots of people.
The décor of the pub is nice
and makes the audience feel
comfortable and familiar as
many people go to pubs to
have a good time with their
friends- this almost proves the
point of the advert and of the
drink drive campaign. You
think you’re going out to have
a good time and then
everything can fall to pieces in
the space of a second. This is
why they have used a friendly
environment for only the first
second or so of the advert; to
emphasise the point that
everything can change very
quickly.
The creators of this video have
also used this friendly
environment to create a great
contrast between this area and
the cold dingy environment of
the toilet.
Although this pub area is a comfortable and almost friendly
environment, the use of the dull black and white grey affect
implies to the audience that its not all happy and jolly and that
something may happen. The use of this affect on the pub
emphasises the point that bad things can happen to good people
and although everything seems happy now, drink driving can have
a ‘black’(relating to the colour of the pub) affect on anyone. The
colour black is usually related to evil, mystery and darkness which
includes the fear of the unknown- this therefore implies the fear of
the unknown when the man enters the toilet, or could also imply
the ‘unknown’ when drink driving and what could easily happen.

5. The man enters the toilet and
there is a sudden contrast. The
background noise that the
audience could previously here
when the man was in the pub
has suddenly gone. There is a
feeling of coldness and dullness.
The camera angle, looks
down on the toilet and faces
the focus to the mirror. This
suggests that something will
happen around this area in
the toilet. The man also
glances towards the mirror
suggesting to the audience
that something will happen
around this area or in the
mirror and this warns the
audience.
The fact the scene
takes place in a toilet
where it appears no
one else is makes the
audience feel anxious
for the man as he has
no help and is alone-
this adds to the
suspense and also
makes the setting feel
lonely and cold.
Again the use of
a black and
white affect
makes the
setting look dull
which suggests
to the audience
something bad-
if it was bright
and colourful
they would be
inclined to think
the advert was
positive.
This man is dressed as if
he has a good job- a
businessman in a suit.
This suggests anyone
can be apart of drink
driving and anyone can
be the victim as later on
in the advert other men
who look different, of
different age and
background are shown
The man flushes the toilet and
goes to wash his hands this
creates suspense as the
audience are waiting for
something to happen and it
continues to not.
The man is wearing
grey dark clothes to
add to the dull effect
given by the colour of
the scene.

6. The man goes to wash his hands
and is suddenly confronted by
something smashing through a
mirror replicating the sound of a
crash. This creates a massive
sense of shock, is rather scary
and is therefore memorable to
the audience, when I first
watched it I jumped out of my
skin and I believe now I will
remember it for a long time.
The audience does not
know at this point what
has crashed into the mirror
however they have now
guessed that it is probably
trying to replicate a car
crash due to the terrifying
sound smash of the
window made.
The man jumps away from the mirror and is
extremely shocked and horrified as to what
he is facing(the audience are yet to properly
see this) This makes the audience feel sorry
for the man and this will therefore put the
message in their head that they should not
drink and drive because if it leads to an
accident it can also have an affect on the
person who was drink driving and not just
the victim.
The audience immediately makes a comparison
between what is thought to be a crash noise
and alcohol because it is clear that the man was
In a pub. The connection is therefore made
about ‘drink driving’ and the immediate sudden
shock could make someone who is drinking
alcohol as they see the advert and planning to
drive not do so this could therefore potentially
save lives and thus reduce the deaths of people
on the roads in britain- think!’s main aim.

7. The camera shot then reveals what the
audience was thinking. The smashed
open mirror showing a dead women
replicates a car crash and the smashing
of a windscreen. The aim of this
campaign is to reduce the number of
injuries and deaths on the road and
due to the fact many of these injuries
and deaths are down to drink driving
the campaigners began this advert in a
pub ; in order to make it clear the
message they are trying to get across is
to not drink drive.
The woman who’s
face is shown
through the
smashed mirror is
haunting to the
audience and thus
memorable. The
idea is that because
this advert uses
such a shock
technique people
will remember it
and if they are
drinking and about
to enter their car,
they will stop as this
horrifying advert
will come back to
them and remind
them of the
consequences.
The blood makes the situation seem real
and again adds to the shock. Making the
audience feel sorry for the victim and the
man who has just witnessed this dreadful
event. This will make the audience not
want to go through this as they have seen
the shock to the man and the affect that
drink driving can have on both parties.
The fact that the victim is a
young woman makes the
audience feel even more
sympathetic and almost
annoyed towards alcohol as
stereotypically females are
innocent and vulnerable
which is why a female has
been used within this advert.
The fact that the victim looks straight
through the mirror at the camera warns the
audience not to do this to other people. She
almost looks angry and is implying ‘this is
what drink driving can do don’t do it again/
don’t let their be another victim’
The fact the red blood has been
‘placed’ against the white sink,
creates a huge contrast and
emphasises the point that it is
blood and makes the reader
horrified.

8. The replicate of the
crash and the woman
smashing through the
mirror repeats again.
This is another shock to
the audience as they
thought it was over and
now they have been
terrified and horrified
again. The fact that this
was repeated makes it
more memorable and
suggests that accidents
due to drink driving
happens a lot as it is in
the same pub toilet.
Emphasising what
alcohol can do.
The man is completely
shocked and the word is
beeped out but it is obvious
he swears. This was done on
purpose to show the audience
how shocked the man was
making them feel sorry for
him and thus not want to go
through this themselves and
this will therefore put them
off drink driving. The fact that
another man who looks as if
he is from a different walk of
life is used shows that this can
happen to anyone.
The victim is still a young
women which makes the
audience again feel sorry
for the victim as she is
innocent and vulnerable.

9. The fact that this is repeated for the
third time, this time with another
man as the witness increases the
shock factor. It once again scares
the audience and makes them
remember the advert.
The man is extremely shocked
and actually falls on the floor
this makes the audience feel
sorry for the man and will
make them not want to drink
drive as they will not want to
or feel like this. Although what
is implied as a dead victim is
obviously not a real person
and not dead the fact that this
keeps happening in these
toilet shows to the audience
how much drink driving can
effect people and it shows it
can kill.

10. This rhetorical question
directly addresses the
audience ‘your’ and
therefore makes them think
and makes them ask
themselves the question in
their head.
The writing is white and
stands out against the pitch
black background. This means
the question id clear to the
audience but also the black
suggests darkness and
negative(ness) which is what
drink-driving can lead to
The question is
written in capital
letters and thus
stands out
clearly to the
audience. The
fact that it is the
only thing on the
screen
emphasises the
point that it
could have an
impact-makes it
clear to the
reader.
The question asked suggests anything can
happen to anyone. Someone just goes on a ‘night
out’ to have fun with their friends, however one
drink could make a massive difference and could
lead to killing people, and after what they have
just seen the audience will feel extremely guilty
to even think about drink-driving.
The use of the word
‘impact’ is significant as
they will ask themselves
‘what impact’ could a drink
have and after watching
the replicates of three
different car crash’s this
will worry them that it
could have that impact and
will therefore in future
dissuade people not to
drink-drive. The fact that
the word ‘impact’ is used
also implies that there will
definitely be an impact and
this again dissuades the
audience not to drink-
drive.

11. The campaigners/
campaign name is ‘think!’
this is in bright yellow thus
a commonly used colour
for a warning sign
suggesting if they(the
audience) do not think
something bad will happen
like what was showed to
them in this advert.
‘Think!’ literally makes the
audience think about their
actions and perhaps the
audience just see this
advert as they are drinking
and about to go out and
drive- they may see this
and ‘think’ not too thus
saving someone’s life.
The exclamation mark
emphasises the point to
the reader that they
must ‘think’ about what
they are doing.
This end shot is not
overpowered with
information and
therefore the
message is clear
‘don’t drink and
drive’ written in
large and in white
thus standing out
against the black
background. The
imperative ‘don’t’ is
essentially telling
the audience not to
do something.
The alliteration ‘don’t drink and
drive’ makes the message
memorable and stand out in the
audience’s mind. The sentence
stands out and therefore the
audience listen to it.
#publooshocker allows the audience to
use social networking to talk about the
advert consequently leading to the
issue being talked about and raising
awareness of drink driving but also
raising awareness of the actual advert
meaning people will watch the advert
thus continuing to raise awareness

13. The previous slide show the campaign website.
The website contains all the conventions of a
website and information about other campaigns
which will lead people to finding out about more
safety issues with it being think!’s aim to
encourage safer behaviour to reduce the number
of people killed and injured on Britain’s roads
every year., this is useful as they will find out
more about different aspects of road safety and
not just drink driving.
‘Think!’ the campaigners name
encourages the audience to think
whilst reading about drink driving.
Information explains that there were still 230
deaths on the road due to drink driving. This
makes the audience feel sorry for the victims as
it is likely to have not been their fault. It also says
that drink driving accounts to 12% of road
fatalities. This shows that drink driving has a
dramatic affect on the road when it could be
avoided.
The web page also gives the audience the facts
making them aware that any amount of alcohol
has an affect on their body and also explains
the law and consequences. This is likely to
benefit their campaign in that if people are
aware of the consequences and the law they
are less likely to drink drive. If they find out
about the law they are also likely to tell friends
when their friends have been drinking not to
drive as they would not want their friends to
get in trouble thus potentially preventing
deaths on the road due to drink driving.
The consequences in some
cases are serious and therefore
would lead people not to want
to commit the crime of drink
driving.
There are also links to videos
which use a shock dissuading
people not to drink drive like
the previous one I analysed.

14. This advice is part of the think! Website.
This makes the audience feel that they
care and will therefore respect what the
campaign has asked of them.
The advice is also useful and helpful and
thus actually helps people in making the
correct decisions thus making the aim of
the campaign a success.
The use of the yellow at each point warns
the audience. Yellow is a colour commonly
used to warn and this therefore has a
beneficial effect as the audience may think
if they do those things something bad will
happen.
They are statements in which the audience
can relate to and therefore they feel as if
people know how they feel and are more
likely to respect what is being asked of
them.

15. Each of these posters are part of the ‘don’t drink and drive’ ‘think!’ campaign.
Each are similar in that they follow the same theme thus making the campaign
recognisable to the audience for example if they see one poster and have
previously seen the other they will immediately recognise it as they are each
very similar. One poster talks of the employment consequences drink driving
will have, one talks of the criminal consequences and one talks of the financial
consequences.

17. The poster on the previous slide talks of the employment
consequences, a person can come across after drink
driving.
Obviously not in all cases all these consequences written
at the bottom of the poster occur but they are used to
scare and shock the audience consequently leading
people to not drink drive as they will not want these
consequences to happen to them.
‘the officer who charges you with drink driving’ is likely to
scare the audience as they do not want to come across a
police officer and be charged with something as this will
leave them with a criminal record. This therefore tries to
persuade the audience not to drink drive.
‘the dvla employee who cancels your licence’ this again
scares the audience as they will not want their licence to
be cancelled. A car is very important and it necessary in
many people’s lives and this therefore is an effective way
in stopping people from drink driving.
‘the HR manager who hands you your p45’ this again
scares the audience as this is something a person receives
when leaving their employer. This emphasises the
consequences of drink driving and will make the audience
not want to do so because they may loose their job which
would have an extreme effect on many people’s lives.
‘the job centre advisor who explains you’ve limited
you employment options’ this scares the audience
as working is how someone earns their living and
thus gets through life, supporting themselves and
family and children. If someone has limited their
employment options they are less likely to get a
well-paid job or will find it more difficult to get a
job. This will scare the audience and will thus lead
them to not want to drink drive.
Above each of these statements there
is the necessary person who the
statement talks about. They are
looking directly at the audience and
using the technique of direct address.
They look intimidating and this scares
the audience even more. They are
almost warning the person off and to
not drink drive.
The fact that a bit of each person’s face
is used represents the amount of
trouble the audience will get in and
the different consequences drink
driving holds. Although these are not
the exact people who will deal with
the audience if they were to be caught
drink driving, the audience will
automatically think of their employer
etc when reading the statements and
the aim of this is to put them off drink
driving

18. The think sign is placed in the bottom
of the poster this continues to make
the campaign recognisable and leads
the audience to actually think about
the issue as they are being told to
‘think’ it is in yellow and therefore
implies a ‘warning’ as this is a colour
with connotations of warning people.
‘drink drive and face employment consequences’ puts the
message across clearly to the audience. The sentence directly tells
them if they drink drive they will face consequences in
employment which will inevitably worry many people and put
them off drink driving.
If someone who is about to drink
drive and had already seen this
poster the image of the different
faces looking at them and almost
‘judging’ them or ‘telling them off’
will come into their minds and
hopefully deter them from drink
driving thus potentially saving lives.
The use of the
colour black
as the
background
continues the
colour used in
the tv advert
at the end. It
suggests if
someone
drinks and
drives it will
lead to ‘black’
which has
connotations
of evil and
dullness. It
almost
implies a
black hole
which colour
relate to
death. It also
however
makes the
faces stand
out.

19. Analysis- community campaigns

21. The previous slide
shows a website for a
group which campaigns
to ‘tidy up’
communities and areas
around Britain.
The use of the colour
green relates to the
subject of the ‘tidy up’.
As they are tidying up
areas to make them a
better place, green is a
colour which relates to
nature and thus as soon
as the audience reach
this page they will get
an idea as to what the
campaign is about.
Green is also a bright
colour and thus
appeals to both
genders within the
target audience. The
green also represents
the ethos of the
campaign as it is bright
and the campaign is
positive and about
making the
communities of Britain
a better place.
‘ the big tidy up’ which is
the name of the campaign
directly implies to the
audience as to what the
campaign is about. ‘tidy up’
implies that something is
being tidied up and ‘big’
implies it is a tidy up on a
large scale; thus implying to
the audience that the tidy
up is all over the country,
which it is.
‘love where you live’ makes the audience want to
get involved as they feel they should respect the
area and love the area in which they live. The
alliteration makes the message stick in their minds
and they are given an incentive if they get involved
in the tidying up of their area they will be able to
‘love’ even more where they live.

22. The contrast of the black and the green in ‘the big tidy up’
makes the word ‘big’ stand out and thus emphasises to the
audience that the tidy up is ‘big’ intriguing them and causing
them to feel admiration that people are trying to make
britain as a whole a tidier place including lots of different
communities
The bumble bee almost speaks ‘the big
tidy up’ this creates a cute affect and is
friendly. The audience feels comfortable
and seeing the bee they may say ‘awww’
and want to register.
‘get ready for a big tidy up’ is at the
top half of the webpage meaning the
audience see it first. This makes the
audience want to get involved and
there is a link in capital letters that
says ‘register now’ this makes it easy
for the audience to register as it is
written clearly right at the top of the
page.
‘find a tidy up near you’
suggests to the
audience that there are
tidy ups all over the
country and makes it
more likely for them to
get involved as there is
a ‘tidy up’ likely to be
‘near’ them. The map
next to this statement
emphasises the fact
that there are lots of
different tidy ups
around the country and
thus persuades people
to get involved.
‘join in today’ is
written clearly and
bodly and is in the
middle of the page
therefore immediately
attracting the
attention of the
audience. This is asking
again for people to join
in and therefore they
have asked themselves
the question again as
to whether they want
to join in. The
reminder persuades
the audience and
makes them feel guilty
if they don’t.
The girl at the top of the page
looks extremely happy and thus
makes the audience fell if they
get involved they will be happy
too. It also makes them want to
maintain her happiness and will
make them feel guilty If they
don’t get involved as she may no
longer be happy anymore as the
tidy up is not continuing or there
are not enough volunteers - this
is the connection they will
possibly make which will lead
them to want to register and get
involved.