The advert begins with a POV of a passenger in the car during the shot all that we can hear is the diegetic sounds of the car moving. The POV last for around 10 seconds, but we are able to see the camera looking right then left briefly at a junction. As the car begins to pull out, a bike suddenly rushes into screen, the same POV is used so that the audience is able to see the crash close up and realise the brutality of an accident much like this one. During the crash we are initially able to hear the tyres screeching, however these noise becomes loader, therefore it is a possibility the screeching has been placed over the top, and is therefore a non diegetic sound. The screen immediately turns black to connote a sense of danger but also makes the crash more life like and believable for the audience, this is important as it is connoting meaning therefore the audience needs to believe it and realise the dangers about not looking.
After the black screen, we are able to see the damage and brutality of the crash, however what captures this would be the same POV as in the car. The reason this has been used is so that the audiences is able to see how it has affected the people inside, as the camera is shaken from side to side as if the person is stumbling, this only connotes to how brutal the accident was. The camera is being used in a POV high angle looking down on the biker, who is on the floor, not moving. The camera usage has been used to connote the biker’s weakness and forces the audience to realise how dangerous driving is and what could potentially happen at a junctions, but also how careful they have to be with motorcyclist, as they have no protection. At roughly 14 seconds non diegetic sound have been added in the form of a voice over, as it reinforces the point of the advert, “ how close does a biker have to be before you see them” this plays is the same question that the audience will be thinking whilst watching the advert and makes the think about looking out for bikers when driving. Furthermore it move onto breaking down the crash into steps, with it saying “here” after as it’s to late and the damage has been caused. But also during with crash with the bikers POV, this denotes the brutality of the crash and shows the fearfulness in the driver’s facial expressions. I think that the POV is a great way for the audience to see how easy it can be done, how quickly and how little protection the biker has, it will stop most people from just pulling out and not looking properly. Then finally it shows us how to properly see the bike, as we can clearly see the bike far away with plenty of time to stop. The voice over even goes over the correct procedure of looking, look, look, then look again to reinforce the pint about looking for motorcyclist.
Finally the advert finishes with a black screen, with white lettering Take longer to look for bikers, this is centred and bold so that the audience knows it’s very important and means they should be take there time. Additionally the logo of the advert is places at the bottom left of the page, as it is not the most important bit of the screen but still means the audience can see who makes the advert.
Overall I think this advert works very well because of the camera usage as it denotes how brutal the crash, but also connotes how fragile the biker is and how quickly things can go wrong. Therefore the advert does a very good job of making the audience take a step back and think about what the advert is trying to convey to them and how they can go about driving differently to insure the safety of bikers.
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