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THINK! Don’t drink and drive
        Campaign
This is a drink driving campaign, About 41 people die a day from drunk
 driving accidents, campaigns like this are made to try prevent and lower
these deaths from happening, and even if you just get caught drink driving
              it can ruin your career and effect your life greatly.



    The target audience is to anyone that can drive and drinks alcohol,
 however it can also be targeted to others to emphasise how dangerous
 drink driving can be and what impact it can have on other peoples lives,
 therefore if someone who has seen this campaign sees a mate about to
 drive home after leaving the pub they can stop them from making a big
                                 mistake.
The form of this as is Stand-alone

The style of the ad is serious and dramatic, serious because of the consequence of
        what drink driving can do and dramatic due to the lighting effects.

                  What Persuasion Techniques are being used?

EXPLOITATION OF FEAR, GUILT, INSECURITY - “bad things happen…” e.g. what effect
                         this could have on your life.




           3 point lighting                          Low key lighting
Does the ad follow AIDA? If so how?




A – Attract ATTENTION: It attracts attention by the low key lighting because
it changes the mood and draws you in.

I – Arouse INTEREST: The different accents and voices the man uses, and
the issues which drink driving can cause.

D – Stimulate DESIRE: The low key lighting makes the mood serious and
gloomy and this helps convince people on how serious drink driving is.

A – Promote ACTION: it puts you in POV, which implies that all these things
could happen to you, this opens your eyes to the possibilities and helps you
to make that important decision not to risk drink driving.
POV shot
                                                                                                                     Over the shoulder shot.




                                                                                                                     POV shot
Over the shoulder shot.




                                                                         The first 5 shots are over within 4
                                                                         seconds, I think this is to show how
                                                                         quickly making a vital decision can take.
Over the shoulder shot.
                                                                         After these natural looking shots (3
                                                                         point lighting) the low key lighting
                                                                         appears.


                          In the 6th shot you can see the low key
                          lighting, he lowers himself as the low
                          key lighting turns on. This indicates the
                          mood has changed and it draws our                                                          POV shot
                          attention. This 6th shot lasts a total of 27
                          seconds and very slowly zooms and goes
                          from a medium shot to a close up.
Sound: general pub noise, Silence when he is asked what he wants, When
the bar tender goes through the different voices and stages you can hear a
policeman's radio, door shutting, a car starting, dogs barking, after all the
different scenarios the 3 point lighting comes back on and the general pub
noises start again and he asks the question “so what's it going to be?”

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Presentation advert

  • 1. THINK! Don’t drink and drive Campaign
  • 2. This is a drink driving campaign, About 41 people die a day from drunk driving accidents, campaigns like this are made to try prevent and lower these deaths from happening, and even if you just get caught drink driving it can ruin your career and effect your life greatly. The target audience is to anyone that can drive and drinks alcohol, however it can also be targeted to others to emphasise how dangerous drink driving can be and what impact it can have on other peoples lives, therefore if someone who has seen this campaign sees a mate about to drive home after leaving the pub they can stop them from making a big mistake.
  • 3. The form of this as is Stand-alone The style of the ad is serious and dramatic, serious because of the consequence of what drink driving can do and dramatic due to the lighting effects. What Persuasion Techniques are being used? EXPLOITATION OF FEAR, GUILT, INSECURITY - “bad things happen…” e.g. what effect this could have on your life. 3 point lighting Low key lighting
  • 4. Does the ad follow AIDA? If so how? A – Attract ATTENTION: It attracts attention by the low key lighting because it changes the mood and draws you in. I – Arouse INTEREST: The different accents and voices the man uses, and the issues which drink driving can cause. D – Stimulate DESIRE: The low key lighting makes the mood serious and gloomy and this helps convince people on how serious drink driving is. A – Promote ACTION: it puts you in POV, which implies that all these things could happen to you, this opens your eyes to the possibilities and helps you to make that important decision not to risk drink driving.
  • 5. POV shot Over the shoulder shot. POV shot Over the shoulder shot. The first 5 shots are over within 4 seconds, I think this is to show how quickly making a vital decision can take. Over the shoulder shot. After these natural looking shots (3 point lighting) the low key lighting appears. In the 6th shot you can see the low key lighting, he lowers himself as the low key lighting turns on. This indicates the mood has changed and it draws our POV shot attention. This 6th shot lasts a total of 27 seconds and very slowly zooms and goes from a medium shot to a close up.
  • 6. Sound: general pub noise, Silence when he is asked what he wants, When the bar tender goes through the different voices and stages you can hear a policeman's radio, door shutting, a car starting, dogs barking, after all the different scenarios the 3 point lighting comes back on and the general pub noises start again and he asks the question “so what's it going to be?”