Letter Warriors

Kunhadi is a social community message aimed to generate awareness on road safety issues. Hadi was a young man who died in a car accident.
KUN = BE
HADI = CALM
>>KUNHADI is the slogan used in many advertisements to trigger responsible behavior when driving in the streets of Beirut where no regulations have been set to have things somehow under control.

1-The intended audience is the Lebanese youth; those who love to drive fast unconscious about the potential of their death or to kill someone on their way.
So this Ad is awakening the people to the responsibilities they have towards themselves at first and those driving and living around.

2- The Ad represents a destroyed car in the city, on the driver seat a donkey is driving , representing those dumb drivers. And on the car’s hood a bloody man lying unconsciously .
On the bottom left of the Ad we find Kunhadi’s logo and its associates. On the bottom right the Ads slogan “Min kil aklak tayir?” or “Are you speeding for real?”
The advertisement is in black and white except for the blood in red.

3- In a certain percentage this Ad is insulting those bad drivers by making them as if they are donkeys, And so, in Lebanon its common to say about someone who’s acting unconsciously that he’s a donkey and it’s the same here.
So the credibility in the commercial is high, because it represent so closely the Lebanese reality. And its so real that if someone wants to drive “like a donkey” caring less about those with him or around him , he will get into trouble by killing people and putting his life in danger. So the Ad is very credible.

4- Ethos: the ethical appeal is very dominant ; the author is exerting an authority on the viewers, by making himself that person who awake people about speeding disadvantages and treating that crazy driver as if he’s a donkey. In this way when the viewer is shocked he realizes that when he drives extremely fast he’s doing wrong and must be treated like an animal.

Pathos: to persuade the viewers the designer of this Ad worked also on the emotional factor. By using the bloody dead man on the vehicle’s hood and the destroyed car after an accident ,the readers will have the feeling of sympathy , at first sorrow for the dead and second they’ll have the feeling of favor and support with the Ad cause, which is limiting speeds to avoid death.

Logos: logical persuasion comes from the fact that the designer showed us a reasonable reality in this Ad . By showing the dead man the author needs to show us that the reason behind this death was a non sense driver; so he’s persuading us to slow down and to don’t lose our head so we cause less lethal damage. It’s better to drive calmly , after all, isn’t it !?!!

Posted by (E.T.)