Part B: Modes of Communication - Motor Vehicles and Media Campaigns

A road safety journey: 25 years of the TAC Part B: Modes of communication - Motor vehicles and media campaigns

More television commercials (TVCs) and films can be viewed on the TAC’s dedicated YouTube channel: http://www.youtube.com/user/tacvictoria

Watching and analysing film A filmic technique is a device used by a director to produce a particular response from viewers. It is important to develop the skills of interpreting filmic devices, which are very different to printed text. In English classes, you will be developing the metalanguage used to analyse the purpose of the film. These devices, which we call directorial choices, are designed to produce a particular response in the viewer in the same way that the structure of the written word is used by writers.

When examining film, the main factors to examine are as follows:  The genre, which in this case is road safety campaigns designed for mass media (television). The films in the Make A Film, Make A Difference collection have also been shown at the cinema.  Cinematography, which is the use of camera techniques to influence the way in which we view events on the screen. For example, a head shot or extreme close-up are used to invite the viewer into the emotional life of the person. This technique is often used to extract a response from the viewer. When watching film, also look for camera angle, which can greatly affect our perception of people, especially in an interview: - If a person is filmed from a high angle, the audience is effectively ‘looking down’ on them, which gives us as viewers a sense of power and the person being filmed as appearing disempowered. - For a low angle where we looking at the person, the reverse is the case. The person is more powerful in the eyes of the viewer.  Setting is the physical scenery captured on camera. This also includes the clothes being worn by the people on screen.  Music is used to generate an emotional response from viewers, which could range from fear and suspense to tears of joy.  Sound involves the use of sound effects, such as a person running or breathing heavily or tyres screeching on the road.  Lighting can also create a particular mood for the viewer. In documentary film-making, look especially for dim lighting that creates a sense of menace or an outdoor scene using natural light, which can suggest hope and freedom.  Editing of the film can also be used to create a particular response. This relates to how the film has actually been constructed. This is important when watching a re-enactment of real events. Editing can also include the director’s use of archival film, such as a home movie, which is designed to add a sense of authenticity to the documentary and produce a particular response in viewers.

1 TAC campaigns over 25 years

View the films noted below and answer the questions in your workbook. Remember to use the metalanguage of film wherever possible. The more practice you gain in this use of specialist language, the better.

Campaign: “If you drink, then drive, you’re a bloody idiot.”

Name of film and year of release YouTube search reference Focus question Girlfriend (1989) "Girlfriend" - TAC's first TV ad These films use a combination of fictional stories and people from the medical profession. Bush Telegraph (1996) "Bush Telegraph" TAC Drink Drive TV ad Are you more influenced by the opinion of a nurse such as Karen Warnecke discussing road trauma (Girlfriend) or a narrative story such as in Bush Telegraph? Explain in 200 words.

Campaign: “Don’t fool yourself, speed kills.”

Name of film and year of release YouTube search reference Focus questions Speed camera (1990) TAC TV ad 1990 Speed Kills 'Doctor' In Speed camera, do the change in locations from the road to the operating theatre work effectively Mum in a hurry (1995) "Mum in a Hurry" TAC's anti speed ad for you as a viewer? Is the scenario depicted in Mum in a hurry typical of some parents’ driving habits? To what extent does the busy nature of modern life increase the potential for crashes on our roads? Explain in 200 words.

2 Campaign: “If you drive on drugs, you’re out of your mind.”

Name of film and year of release YouTube search reference Focus question The Cell (2008) 'The Cell' TAC's anti drug driving tv ad These films focus on the consequences of driving while on drugs. Swap (2009) "SWAP" TAC Drug Drive Ad Which film do you find the most effective? Is the risk of jail, as shown in The Cell, a powerful deterrent, especially for young people?

Campaign: “Belt up, or suffer the pain.”

Name of film and year of release YouTube search reference Focus question What hurts most (1995) 'What Hurts Most' - TAC seatbelts The film makers have taken two different approaches here; one is personal and the other is more scientific/ Pinball (1999) "Pinball" TAC seatbelt safety campaign medical, featuring Dr John Olver. Which style do you find the more effective? Why?

Campaign: “For everyone’s sake, drive safely this Christmas.”

Name of film and year of release YouTube search reference Focus question Lennon’s Xmas (1996) "Lennon's Christmas" TAC Drink Drive Ad There are different tones (moods) used in these films, including tragedy and puns (words with Everybody Hurts (2009) TAC - "Everybody Hurts" music by REM multiple meanings). How is music and sound used? Comment on one use of camera (for example, head The Party’s Over (2012) The Party's over - TAC Road Safety TV ad shot). Which do you think would be the most effective on a young male? Why?