Don't Drink and Drive Ad by YASA

To start with, YASA stands for "Youth Association for Social Awarness".It focuses on driving safety and organizes campaigns to reduce car accidents and related injuries.This ad was created by YASA when statistics in Lebanon have shown that most of the car accidents committed by youth are the effect of drinking and driving.The ad represents a picture of a man wearing black and lying on the road.

Why the advertisers have chosen a black T-shirt for the man lying on the road? They could have chosen another colorful one.Well, this color was chosen to refer to death.Actually, the message from this ad is to alarm youth that drinking and driving is a dangerous issue that might lead to death.The picture itself is somehow scary. If any person sees this picture, he/she will get a shock for few seconds.After that, he/she will think deeply about that issue and realizes that this reflects the reality in Lebanon.

How can the audience know that this ad is dealing with drinking and driving?
If we gaze deeply into this picture, we realize that this white painted rectangle for the separation of the road is actually transformed into the shape and structure of a bottle of alcohol attached to the hand of the man. Here, the message of the ad is definitely emphasized."A bottle of alcohol in the hand of a man, and the latter is lying on the road," we think.This really affects the emotions of the audience.Well, death is the hardest circumstance that a person passes by. When seeing the man lying on the road, all people will get a flashback of an incidence of death of a close person.This will affect them and let them think twice before drinking and driving.

In addition to that, we realize that this ad is somehow dedicated to men because the picture of a man with the bottle lying on the road is dominating.It is known that men mostly drink and drive, and they accompany back women and girls to their residences not vice versa except in some cases.So, i think that this ad is also dedicated to women and girls indirectly.It alarms them not to get in the car when their partner or friend is drunk, and he has to drive back.Usually girls are more sensible than boys.when they will see the picture of death, they will be more affected and touched.So, they will pay more attention and care and think twice before getting accompanied back home with a drunk person.

Posted by (S.S.)