The language used in advertising specifically- anti-drink drive ads.

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 …

…it and become unexpected. In summary a range of methods are used by the LTSA in advertising focus on directness and memorability of message through emotion. In this way they hope to reach people to stop them drink driving. This form of advertising has been effective with independent reviewers on the LTSA web site reporting a saving of over 100 lives as a result of the advertisements and a reduction in drink drive fatalities of almost 50%.