DRINK DRIVING ADVERT

Jack Stillman

THE LAW
In England, Wales and Northern Ireland the legal limit is;
35 microgrammes of alcohol per 100 millilitres of breath
80 milligrammes of alcohol in 100 millilitres of blood
107 milligrammes of alcohol per 100 millilitres of urine

In Scotland the legal alcohol limit for drivers is lower at:

22 microgrammes of alcohol per 100 millilitres of breath
50 milligrammes of alcohol in 100 millilitres of blood
67 milligrammes of alcohol per 100 millilitres of urine.

HOWEVER
Not many people realise that these are specific to everyone as it is not possible to say
how much alcohol you can drink and stay below the limit. The way alcohol affects you
depends on:
your weight,

4GE, sex and metabolism

the type and amount of alcohol youre drinking

what youve eaten recently
your STRESS levels at the time

There are strict penalties if you are convicted of drink

driving, including:
A minimum

month driving ban

A criminal record
A fine of up to

5,000

An endorsement on your license for

years

However, this list does not reflect the everyday consequences of being
caught drink driving which can include:
Job loss
Trouble getting in to countries like the

Increase in car insurance loss

USA

MY IDEA

MY IDEA

MY IDEA

I was going to create the crash

scene by getting my friend to
perform a hand brake turn and
whilst he is skidding, cut to black
and add the sound effects of a car
horn and car crash.

MY ADVERT
The next slide is of my completed drink driving advert. It follows my main idea of
having two teenagers drink then go out driving.

 My

is that Drink Driving is an IMPORTANT subject that

EVERYONE should be aware, however I will make it relatable for the

intended target audience which is 17-24 year olds.
The idea of my advert is a common situation that many people of
this age get themselves in, and needs to be prevented. So I want to
be able to advertise the reality of what might happen so they know
to THINK and not to DRINK & DRIVE

COSTS
If my advert was on ITV

3 days a week for a month, at around

over the country. It would come to total of

615,840.

and shown all

However, I tried to find

out if there was any part of country that typically has more drunk driving
accidents, although I soon found out that this wasnt the case.

Although anyone who can drive may drink drive, my advert was only originally aimed at a certain demographic,
but from a variety of surveys I created, I found out that; 1. The age my advert should be aimed at was

either 17-25 or 40+. 2. The social category that they would be in would be A, C1, C2 and E.
3. The advert would be aimed at both Male and Females and not one specific gender.

After analysing my results and comparing them to my original plan, I found that I should look
to aim my advert towards those of 40+ and not just 17-24, my advert should be aimed at all
social classes and not specifically students and also both male and females should be
informed.

MUSIC CHOSEN
The

I found was taken off freesound.org. The reason for me

selecting this song was that it is a very serious and also sad piece of
music. Which fits in well with the style of my advert.

REGULATIONS

In order for my TV advert to be

aired. I needed to follow a certain
set of rules and regulations set by
ASA Ofcom. I had to make sure that it
didnt promote drink driving or break any of the rules such as making it uneasy on a nervous
audience, violence and foul language.

FORM AND STYLE

The form of my advert is a documentary. This is because it is a real life advert and
uses real locations and actors. It also gives the audience a fact so that they can gain
the trust of the advert. Some documentary adverts are often perceived as
manipulating the audience, however as mine is advertising a serious matter and can
impact many lives, the audience knows this isnt the case.
The style of my advert is dramatic/shocking. This is because it grabs the attention of
the audience and makes them feel sad and think about what they are doing when
drinking.

WHY CHOOSE ME?

I believe you should choose me

because I have great
knowledge on the topic that I have advertised and as I am currently learning to drive,
I realise how dangerous it can be when driving under the influence.