The center point of the image, an accelerating fist towards a man’s face, both of which display painted images of vehicles colliding, creates a metaphorical comparison between a punch and a car crash. “Don’t drink and drive”: the words printed upon the image under the point of collision between the fist and the man’s face. A stark black background contrasts with colored text and the image of a truck and a car painted upon the bodies of the subjects within the advertisement. The man’s face depicts the pain of the blow, wrinkled and contorted, pushed upward by the force of the fist.
The advertising campaign, Stop the Violence or Chega de Violência takes advantage of several emotional responses of its viewers to not only cause them to reconsider
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The contrast between the black background and the brightly colored, painted cars creates a dynamic that highlights and enhances the collision of the two vehicles by making them the main focal point through the color variation. Additionally, the framing of the advertisement adds to the compositional effect. The fist leads your eye up to the face, and the angling of the man’s neck leads your eye to the written message, “Stop the violence. Don’t drink and drive.” The way the advertisement is framed creates an effective flow to get to the targeted message that drinking and driving is an act of intentional violence, but the text has much more impact after seeing the image above it. The advertisement’s use of a punch as a stand in for a car crash causes an initial reaction of empathy towards the man getting punched. The first thing the viewer sees if the man’s reaction to the punch, not the implications of the punch. Rather than seeing it as a car accident, we see it as an act of direct violence and draw the comparison to a car accident after seeing the text beneath it. This causes the simple message to have much more of an impact since it forcefully changes your perspective of what the image was made to