A Systemic Functional Analysis of the Advertisement of the Cadd

Topics: Alcoholic beverage, Sentence, Wine Pages: 4 (1069 words) Published: April 23, 2013

A Systemic Functional Analysis of the Advertisement of the CADD A statistic in 2008 shows that around one in six deaths on roads caused by drunk drivers. People may have wrong judgment and slower reaction after they drunk alcohols. A traffic accident is most likely to occur in such situations. As a consequence, a variety of campaigns have taken numerous actions to persuade people not to drink and drive. They built websites, and published advertisements and videos to promote their ideas. The Campaign Against Drinking & Driving is one of them. CADD is trying to free people whose relatives have died or injured in drunk driving from sorrows. This short essay will analyze a public service advertisement against drink and drive published in the website of the CADD. The visual images, verbal texts, and the linkage between them will be discussed in systemic functional approaches.

The advertisement is displayed in a horizontal angle which involves viewers’ reflection. Two elements, a collection of smashed glasses and the sentence “ What’s the price of a bottle of wine” are most salient in their color and size. In a blank background, the green glasses and the red sentence are enlarged to attract viewers’ attention. Furthermore, the distance between viewers and the visual image become intimate by close shot.

Firstly, some visual metaphors can easily observed from the visual image of this advertisement. The shape of broken bottle is identical to a crashed car. The target domain is a collection of smashed glasses, while the source domain is a crashed car. The separated segment can be seen as the tyre of the crashed car. In addition, some small glasses that arranged to two lines can be regarded as car tracks. The designer used a broken bottle to form a scene of a car accident. The connection between the broken bottle and the crashed car is the wine, namely, the alcohol. It warns implicitly that a car accident will happen if the...
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