The public service announcement (PSA) above is in the form of a visual advertisement. Its
main features include the image of a broken phone and what appears to be shards of glass
from a car on a road, along with the rhetorical question headline in bold, capital letters;
“Dying to take the call?”, and lastly there is the tagline urging the target audience to “switch
off before you drive off”. Through these features we can tell that this advert was aimed
towards anyone who can or is able to drive and has a phone. The author wants to make
people aware of the danger of using your phone while driving.
The headline is a pun or a play on words: “dying to” means to really want to do something
and to literally risk your life by using your phone while driving. The play on words
emphasises dangerous and potentially life-threatening behaviour. The dual meaning and use
of a rhetorical device engages the audience by prompting them to consider the
consequences of their actions. By associating the desire to use a phone with the serious risk
of losing one's life, it aims to evoke a deeper emotional response from the audience,
encouraging them to reflect on the dangers of engaging in such behaviour.
The image and headline are in fragments. The image shows a broken phone and the ground
covered in splinters/broken glass and acts as a visual representation of what would happen
to the target audience if they were to use their phone and drive. Additionally the absence of
a body on the scene of the accident is a technique to make people wonder where the body
could have possibly gone and could lead to them imagining what would happen if they were
the one in this situation.
Furthermore the headline appears to be shattered which juxtaposes with the broken glass
from the car and phone. This juxtaposition of the headline with the image creates a
connection between the emotional impact and the physical consequences of distracted
driving. It reinforces the idea that engaging in such risky behaviour not only has tangible and
visible effects, but also leaves an emotional aftermath that can be equally devastating. Use
of this juxtaposition makes this advert much more impactful and evocative.
The tagline "Switch off before you drive" communicates a very clear and direct message that
encourages turning off mobile devices before operating a vehicle. The use of the word
"switch off" emphasises a specific action that the audience should take. This active language
leaves little room for misinterpretation and encourages a clear and immediate response. The
tagline implicitly underscores the importance of safety. By suggesting that one should switch
off their device before driving, it aligns with the campaign promoting responsible and safe
behavior on the road. Morver due to its simplicity and directness of the tagline make it is
memorable. And this short and actionable phrase is likely to stick in the minds of individuals,
serving as a quick reminder.