This document analyzes a TH!nk campaign advertisement that aims to get people to watch their speed while driving. The ad uses moving images and ambient sounds to tell the story of a man who hit and killed a child with his car due to speeding. It focuses on showing the man's emotions through close-up shots to convey the guilt he feels for his actions. The ad's main message is to make audiences consider what it would be like to live with the consequence of killing a child through reckless driving, and to encourage them to pay attention to their speed. The shocking and emotional nature of the ad is believed to effectively communicate this message and get people to drive more safely.

1. Issues A Personal ResponseF486 TH!ink Campaign Sophie Holloway

2. Target Audience The target audience for this advert is people who drive. Therefore it is aimed at 18+.

3. Advert Message The message that is communicated by this advertisement is to watch your speed or you will have to live the consequence of this action.

4. Message Communicated The message is communicated through moving images with the use of a number of different shots with close up camera angles to show the emotion on the mans face and also both mid shots and wide shots to show the settings different shots. The sounds that are used are ambient sounds, the noises that we would hear in everyday live. This makes the advert seem even more realistic.

5. Visual Devises The main visual devise that is use to communicate the message is the use of the ‘dead’ child. This has the most impact on the audience as it shows the consequence of this mans actions and that he is struggling to live with this on his conscience.

6. Issues to be considered The issues that the audience are being asked to consider are to watch their speed whilst driving or live with this consequence, and also asking if they could live with the death of a child on their conscience.

7. Successful Advert ? I think that this advert is successful in communicating the message as it has a shocking impact on the audience and makes them question if they could really live with the guilt of killing a child. The advert also will also make them become more aware of at what speed they are travelling whilst driving.