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Advertisement Analysis Essay The Semiotics of Everyday Life

Here we have a drawn advertisement to raise awareness for the danger of drunk driving
and traffic accidents. This ad depicts the gloomy aftermath of a severe traffic accident in a
residential area. The perimeter of the incident is sealed off by police with an ambulance waiting
in the background ready to escort the injured. In the foreground is Superman, the beloved
superhero, lying motionless through the windshield. The lack of captions allows the art to speak
for itself, audiences are encouraged to use their imagination to unravel the events that occurred
without the influence of words. For this particular advertisement, it is aimed toward young
adults. The age where people are youthful and careless. Teenagers are becoming independent and
comes in contact with alcohol and vehicles during these years. Lastly, this piece of advertising
artwork belongs to the printed ad family. Printed advertisements consist of any form of physical
printed advertisement, in the likes of newspapers and magazines. This is the work of Tribu DDB
Honduras.
In order for an ad to be successful, visuals plays a huge role being the contributing factor
of an ad. This advertisement has a hand-drawn cartoon style artwork which can draw a lot of
attention, but the most powerful component here is Superman. Superman is a comic icon that is
highly influential and widely recognized. Superman signifies the vulnerability of human beings,
he is viewed as a godlike being and if Superman can be injured by a car accident, never mind
humans like us. He also represents the invincibility that teenagers possess, the belief that they are
immortal and bullet-proof. The same reason why teenagers do drugs, smoke, and drink and drive
without considering the consequences.

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In a like manner, the setting of the advertisement also conveys a great message. The
setting signifies that the accident takes place in a residential area in the late afternoon or evening
since the moon is not visible in the dim sky. According to Esurance, car accidents often occurs
close to home due to the state of calmness that the drivers experience while driving in an area
they are most familiar with. Esurance also stated that in 2013, about 16 percent of fatal traffic
accidents happened between 3 P.M. and 6 P.M., the after work rush hours proves to be a
dangerous time to drive.
More importantly, the advertisement raises awareness on the issue of traffic accidents and
causalities that are often looked to as insignificant. The matter does not receive much
recognition. However, according to Progress Economy about 1.24 million people die by traffic
accidents each year globally, which is more than the 0.44 million that war fatalities and murders
adds up to annually. Drunk driving is one of the leading causes for traffic accidents occur. While
intoxicated, the person will have slower reaction time, decision making and processing, as well
as slower breathing. Yet, people are still driving while intoxicated, simply because they are
young and reckless. In the young adults minds, they are invincible, traffic accidents would not
happen to them. If Superman himself could not avoid the disaster, a human would not stand a
chance.
Advertisements in the newspapers, on the internet, in our mobile applications and
on television, all serves one purpose. That purpose is to inform and convince the general public
about a certain product, idea or value. As technology continue to progress, the human race is
enjoying the benefits that comes with it. Along the technological advancement, there comes
opportunities, chances to prosper financially. As any other capitalist countries would do, America
grasped that opportunity. Chevrolet, Chrysler, Buick and Audi are just a few of the automobile

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companies that manufactures and promotes cars with built in 4G LTE. As if they are encouraging
the public, knowing the fact that interference while driving can generate accidents, to utilize the
function to surf the web and to go on Facebook or Twitter. All in all, this ad reminds the
audiences the severity of road crashes and the capitalist country the United States of America is.