In New Zealand in 2000 drink driving caused 23% of fatal car crashes. The Land Transport Safety Authority has been trying to reduce deaths and injuries as a result of drink driving by advertising in a range of media. For my research assignment I decided to investigate the proposition that the language and visual features in drink driving advertising are used to promote memorability and impact. I decided to focus on print advertisement and starting collecting advertisements from the Herald, AA Directions magazine and The Listener as well as a number of other sources where I found advertisements. I collected over 15 advertisements and noted 3 billboards. I also visited the LTSA web site and researched the strategy behind the campaign. I went through and analysed each for written and visual techniques. I looked at what techniques were most often used to appeal to readers and to encourage their compliance.

Drink driving...