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-are-screwed-3/