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Both the sedan and the truck are badly destroyed after the crush. The billboard is accompanied by the message “Tailgating isn’t worth it. Give Trucks room. It’s the law”.
The basis of the argument in this essay will be drawn from Leiss et al. (2005) with a theme of cultural frame and a focus on actualization of objects to create a deeper meaning in advertisements. According to Leiss, “a cultural frame arises from a set of images, forms of communication and some values. The three arise from the amalgamation of marketing and advertising, mass media and the popular culture.” (Leiss, 2013, 91). To begin with, the ads are chosen from the fact that they have a common aspect of road safety. They are, however, set differently with varying messages through the same background meaning, road safety. The communicative aspects in the ads are by far actualization of objects.
The ambience of both advertisements is a sorry mood. Accidents have occurred in both cases as a result of dangerous driving. In the first ad, a child is bleeding following poor driving on a rainy day. In the second ad, the sedan is tailgating a truck rather than keeping a safe distance as required by the law. The results are an impact that causes both the sedan and the truck to even fold up the billboard. This is a smartly created ad that vivifies the billboard itself. It is indicative of a real time accident happening on the billboard. On the one side, the sedan’s front has been smashed up, and the driver must be in a fatal condition. On the other hand, the truck has only the back smashed but the cabin is quite some distance away, meaning that the accident had little or no consequence to the occupants of the truck. The ad makes sense as the sedan’s driver is seemingly the one on the wrong for tailgating a truck. The truck was hit, but the occupants did not suffer as much
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