Advertisement
Analysis
Tarren Fisher
What do you notice about the advertisement?
•
A high school boy and his date.
•
They are riding a bike.
•
They seem to be going to a
school dance.
•
They are outside a fancy venue
and you can see the velvet red
ropes in the background.
•
His date looks mad and upset
because she is on the back of a
bike.
•
The girl is sitting in a baby seat.
Who is the intended audience? What is the
purpose of the ad?
The purpose of the ad is to make
teenagers drive safe and to not
lose their license. This purpose is
conveyed by showing the audience
what could happen if you lose your
license and that it would be
embarrassing or terrible.
The intended audience is
teenagers because the ad shows
teens attending a school dance.
What emotions are conveyed? How are logos,
pathos, and ethos used?
•
Emotions that are conveyed
are humor and
embarrassment.
•
It is funny that the boy lost his
license and that he had to take
his date on the back of a bike.
•
It makes the audience feel
embarrassed because they
can relate to what the girl and
boy feel like and that this can
easily happen to them.
•
Ethos is used because the
government of South Australia
enforced this message.
•
Pathos is used by making the
audience laugh but also
making them scared into
driving safer.
What is the ad’s point of view? Who might
disagree or agree with that viewpoint?
• The advertisement’s point of
view is from the view of other
teens or their friends because of
the diction used in the ad.
• Other teens would agree with
this because they would be
“screwed” if they had to take
their date to a dance on a bike.
What actions might people take after seeing this
advertisement? What are the pros and cons of people following
this message?
• After seeing this
advertisement teens would
be more likely to drive safer
and to follow the rules so
they won’t have their license
taken.
• The pros of following this
message is safer drivers and
less accidents on the road.
What visual elements and composition are used
in the advertisement?
•
The light is very dark and
green. It depicts that a party is
going on in the background.
•
The first thing you see in the
picture is the boy and girl
looking glum on the back of the
bike.
•
In the background is a nice
building with a red-carpet
entrance.
•
The people are dresses very
formally but they are on a bike.
•
The words at the top contrast
with the dark background so
they stand out.
•
You can see shadows of the bike
and the building on the ground.
What is the background information of the ad?
(time period, publishers of the ad, analysis of the title)
•
The time period of this ad takes
place in modern times based on
the clothing of the people and
the building architecture that is
behind them.
•
The publication of this ad is by
the Motor Accident Commission
and the Government of South
Australia.
•
The title, “Lose Your License and
You’re Screwed” means that the
consequences of losing your
license won’t be so cool as you
think.
Website MLA Citation
 Knagge, Gregg. “Lose Your License and You Are Screwed”.
Creativeawards.com. Web. 21 February 2013.
http://www.creativeadawards.com/lose-your-licence-and-you-arescrewed-3/