Sie sind auf Seite 1von 4

Sydney Kelly ENGL 1101 Miss E.

Rhetorical Analysis November 19, 2013 The Last Word Texting and driving is a serious issue that should not be taken lightly. Way too many lives are taken too soon or seriously injured because of one careless mistake. Over the past few years, texting and driving has become more common. In 2011, 1.3 million cars crashes involved cell phones. This ad comes off as very serious and sad. It re-enacts true events that happen every day. At the beginning of the ad, you see a young lady and a little boy getting ready for their husband/ fathers funeral. Once they are at the funeral the preacher is telling the guests how good of a man he was and as time passes every one leaves except the lady and little boy. The ad is saying that if you make the mistake of texting and driving whom are you leaving behind to pick up the pieces. Miami- Dade Expressway Authority (MDX) created The Last Word in hopes of generating 1 million pledges to not text and drive. The MDX is a public entity and agency of the state of Florida. They truly care about the residents of Miami-Dade and keeping everyone safe on the roads. MDX launched this ad in hopes of raising awareness about the dangers of distracted driving and of making roads across the United States safer for everyone. MDX is funded by toll revenue and is dedicated to making the commutes of Miami- Dade residents more safe and efficient. They operate and maintain five expressways.

During the first part of the ad, it is not clear as to what the ad is trying to convey. The music and emotions of the actors tells the audience that it is sad. The music being played, softly, in the background is typical piano music you would hear at a funeral. Also, it shows rain pouring on the mother and son, which are meant to symbolize the sadness they are feeling. The MDX is trying to reach young drivers, or any drivers who might pick up the cell phone while driving a vehicle. The most common age group that has the most accidents with texting and driving is said to be between sixteen and twenty-six years old. Secondary audiences would be those in the car with those on the phone, the passengers telling them to get off their phone may save their lives or the lives of others. The sadness of the ad causes the audience to feel guilt if they have committed the dangerous task of texting and driving. Emotion plays a huge role in this ad, seeing a young boy having to be a pal bearer for his father is a strong statement. The only speaking in the ad is the mother telling the son that she is proud of him and you hear the preacher conducting the funeral in the background. At the end of the ad, text appears on the screen flashing phrases such as Next time you reach to pick up your phone, think about who is left to pick up the pieces. The text at the end of the ad ties the previous scenes together and tells viewer the meaning of the ad, and really causes the viewer to question him or herself on who they would leave behind. It tells that it was made by the MDX, which is a credited company, and includes a website where drivers can take a pledge. Although this as is very serious and might be considered too sad, it is very true and effective. Even though this ad was not a true story, it is logical because it could very likely happen. It also affects cultural values by showing how easily a family can be torn apart. Since the ad was posted, the MDX reached their goal of 1 million pledges. Fathers day has

now been proclaimed as No Texting and Driving Day. The MDXs goal now is encouraging dads to commit to making everyday safer by taking the pledge.

Works Cited

Miami-Dade Expressway Authority. Fathers Day No Texting and Driving Day. MDX. N.d. Web. 20 Nov. 2013

Das könnte Ihnen auch gefallen