Marketing Assignment: Creative Ad Campaign Against Distracted Driving

This assignment presents a creative marketing advertisement designed to address the critical issue of distracted driving. The student's rationale highlights the increasing rate of road accidents and the need for public awareness regarding the dangers of distractions like texting and social media use while driving. The ad uses visual imagery, with contrasting images to emphasize the consequences of distracted driving and evoke an emotional response. The color scheme of black and red, along with a concise slogan, aims to create a sense of urgency and impact. The student references relevant research supporting the effectiveness of emotional content in advertising. The assignment demonstrates an understanding of marketing principles by integrating elements of visual communication, emotional appeal, and concise messaging to achieve its objective of promoting safe driving practices.

Everythi
ng else
can
wait,
Death
wont…
Choose

Rationale
The topic chosen is “end distracted driving” and is a pivotal issue in today’s world wherein the rate of
accidents on road keeps increasing on a daily basis. The topic is chosen to address the immediate need to make
people aware of the fact that distractions while driving, due to texting or social media use, does not only take one
life but also impacts more lives (Buccoliero et al. 2018). The best way to make one understand the adverse effects
of a particular cause is to highlight the same through visual images. The images used in the ad serve the
aforementioned purpose. The images on the left state the lethal effects of driving while being distracted and
cautions one from doing so. While, the image on the right is to bring an emotional aspect to the ad that will make
one think before driving recklessly. The images taken together give out a clear message which is again stated in the
slogan. The slogan being precise and clear makes one think about the impacts of distracted driving. The prime
motive of the ad is not only to caution people but also to make them think about the aftermath of an accident
caused due to improper driving.
The background color as well as the font color are aligned with the same shades of black and red, since
the color red is the color of caution while the black color often symbolizes death. Both the colors blended together
create an effect that influences the ad to be more urgent and impactful in nature. The words chosen for the slogan
are kept brief as it needs to carve a mark on the reader’s mind. The images chosen are minimalist in nature and
deliver a clear message which supports the slogan directly. The image on the right presents an emotional message,
and it has been researched that printed ads with emotional content are more appealing to people in general, as
they stay in one’s mind longer than normal ads (Maheshwari, Seth and Gupta 2014). Thus, the content, slogan,
images and structure of the ad contribute to the chosen topic adequately thereby making the purpose of the ad
successful.

References:
Buccoliero, L., Bellio, E., Mazzola, M. and Solinas, E., 2018. The role of social marketing communications in influencing
“text and driving” behaviors: Theory and evidence from an international sample. GSTF Journal on Business Review
(GBR), 4(3).
Maheshwari, P., Seth, N. and Gupta, A.K., 2014. Advertisement effectiveness: A review and research agenda.
International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 8(12), pp.3903-
3907.