Time to Buckle Up Driving has become an almost inescapable part of our everyday lives but for many it can become fatal. The ad shown above from the Quebec Automobile Insurance Society is designed to encourage people to wear their seatbelts in order to stop avoidable deaths and save lives. While it is not as big of a problem as it was in the past many people still die each year simply because they choose not to wear a seatbelt. This simple act can not only prevent expensive tickets but can making driving safer for everyone. The ad uses the fear of death to motivate people to change this behavior. The audience of this ad is anyone who rides in cars. This essay will evaluate three different elements of this advertisement and show how those elements …show more content…
The person in the ad is wear a shirt with their birthdate on it but their date of death is covered by a seatbelt. This is used to convey that wearing a seat belt can change the persons date of death by keeping them alive or that date could be much sooner if the person decides not to wear one. That date changes depending on whether or not the person decides to wear a seatbelt. The person is also still very young because they were born in 1988; if they do not wear a seatbelt they are missing out on most of their lives. This shows the pathos of the ad by using the fear of death to create an emotional response in people who see the ad. This fear is used to do one thing: motivate people to wear seatbelts. Logos is used by showing in numbers that a person’s date of death can change if they do not use a …show more content…
The person face is not shown and only a little bit of the person can be seen. The purpose of this is to make the ad relatable and show that this kind of thing can happen to anyone. It is used to make it relatable to the viewer. It also helps to keep the ad simply so it is not distracting with too many details and can get its message across more simply so that the viewer knows what the ad is about easier. It also makes most of the colors in the advertisement black or gray which also helps to remind people of death and creates a more powerful image. It creates anonymity so the viewer can view the person as