Road Safety

Use of a voice over to connote the importance of paying attention when driving, this going to be a massive aspect of my advert as I need to make sure that i get the Voice over right that the audience will take it seriously and understand the inner importance of the advert. However I have found a common issue in watching many of these adverts and that is the fact they generally crash the cars which denotes how dangerous driving is this works well with the voice over as it doesn't allow the audience to second guess their judgement in thinking that multi tasking while driving is oaky. I would be unable to produce this section of the advert as I do not have a budget in which i can crash car let alone doing it safely, furthermore many of these shots are down using a chase car which enables the director to get the cars moving from a range of angles instead of the traditional pans and mediums generally used this make the advert more exiting but also create tension which is a key aspect of these types of adverts as it makes the overall meaning a lot more important. The use of Mise - En - Scene and props were very detailed and effective in this advert as with the use of ambulances and equipment the director was really able to stage the accident as if it had happened. This is an important convention of these types of adverts as it really denotes how serious and dangerous driving can be. Additionally a range of Close ups are used to connote the shot reverse shot as the audience is able to see the pain and up set caused by the crash with a mum crying and the driver looking on in heart ache. I would not be able to use the majority of conventions shown in the advert as they are too technical and not with in my capabilities of the school equipment I therefore decided to look at other example to see if they were more with in my grasp additionally i wanted to see whether or not the adverts still connoted the same importance if they didn't use the crash or range of chase shots. 

Use of Non - Diegetic sounds to create a up beat and energetic rhythm that is matched by relatively fasted paced editing. This is used for two reasons as it makes the advert a lot more engaging for ht audience but also allows the director to build up tension very quickly. Furthermore the first set of shots connote the drivers capabilities and skill whilst riding the bikes, using a range of long shots and pans to connote the riders skill as he goes for a country ride. This is not conventional of these adverts as they generally try to connote the rider / driver lack of skill. This advert is clever by adapting every day signs and symbols and changing them to the correct through process of the rider this is clever as it denotes what a rider show be looking for when on their motorbike to maintain safe. This is something that I am more capable of doing although it still does use a range of shots that are convention in this type of avert that i would be un able to produce with the range of equipment i have at school. 

Just taking these type adverts as a guide of what the common codes and conventions are of an safety campign, I realized it would be very hard for me to produce something that was effective. This was the main point of the advert as it should demonstrate a situation where the river is to fault then using a range of close ups from the chase car to connote the speed and lack of control these are conventions that i would be un able to re create with the school equipment, these are conventions that really make the advert effective in connoting the importance of driving. It was the use use of mise - en - scne needed when producing adverts similar to this i realized that creating an effective road awareness advert would not be worth while.

This is why i decided i would take aspects that i have learnt from watching these Ads such as the use of close ups to connote importance and   detail, or having an up beat tempo to create tension or excitement. I will now create an questionnaire to see what the general public would like to see from an advert.