January Assessment LR

WWW: Some application of media ideas/terminology.

EBI: More reference to techniques used and theory. 

Weakest Question/LR: Media Institution - How does an institution take an original and positive approach to road safety advertising?

The Sussex Safer Road Partnership had taken a positive approach towards advertising road safety by featuring an advert that doesn't present the consequences of not wearing a seat belt. Instead, they present the benefits of wearing a seatbelt in an accident. This is also evidenced by the fact that the advert presents the accident in a game that the family is playing along with. Another factor that presents that this advert is different in comparison to the standard road safety adverts is the use of sound. This is evidenced as the only sound that the audience hears is the classical music that plays. In a standard road advert, there would be use of a car screeching or at least the sound of a crash upon impact. However the crash is portrayed with the table that is knocked over. Perkins' Theory of positive stereotypes is presented with the nuclear family always seems to have a good life as they are presenting road safety like a game that can be enjoyed by many. Therefore this positive stereotype can help convey the message that this is a peaceful attempt to present road safety in comparison to many other adverts which present the dangers of reckless driving. Medhurst's Theory of having to give out shorthand stereotypes to make an audience identify what a character is like is also associated with the family that is within the advert. This is evidenced with the characters all being a white middle class family that can be seen plying a game. Also the driver is an adult which could suggest that adverts present men as dangerous driversd and so could be more tailored towards them. This can tell an audience that this advert wouldn't have any violent intentions. Also the use of classical music that is also associated with peace is used as it is placed in the background throughout making the overall theme of the advert being based on a peaceful atmosphere with the setting being a middle-class standard house. The narrative is also quite different towards other road safety adverts. Not only is the setting and the accident being portrayed differently, but also the ending which links onto Todorov's equilibrium theory is used in the advert. It presents the standard equilibrium of the family playing a game of charades. The disequilibrium could be the crash that occurs and the new equilibrium is the use of the seatbelt that protects the driver from death. This could also promote family values with the use of both the mother and the daughter being portrayed as the seatbelt as they might present the burden that the driver faces when he would go into an accident. This is also evidenced with the fact that the family is looking at the accident occur and so this could present the values of family being supportive and caring with the symbolism of the seatbelt. Also the slogan that is used "Embrace Life" also enforces family values as it conveys a peaceful message to parents to be careful. An average road safety advert would use words associated with care such as "Caution" and "Think". But this advert presents the positive side by using "Embrace Life" to suggest to an audience that they have a life of their own to explore rather than taking risks.