The Buick campaign featured real people who have been injured by reckless drivers. They stood at the exact location where the accident happened and held up the exact road signs those driver had ignored. The woman in this ad, Chen Shi Hui lost her arm while riding in a speeding bus that flipped.
This PSA ad is effective because it evokes fear amongst drivers on the road. Every time they choose to go over the speed limit, they are immediately putting someone else’s life in danger. Although there is no headline to indicate the message of the ad, it is evident in the picture itself. The woman holding up the speed limit sign is the main focus as she is there to attract people’s attention. Moreover, the audience can tell that she does not have a left arm which indicates that she was either in an accident for speeding or was a victim of an accident. The description below “injured while riding in a speeding bus that flipped” explained that she was a victim of an accident which leaves a stronger impact on the audience. It tells them that they should obey the road signs because they are there for a reason and that is to avoid tragic accidents.
Written by Gan Lay Ann