A Systemic Functional Analysis of the Advertisement of the Cadd

pic A Systemic Functional digest of the Advertisement of the CADD A statistic in 2008 shows that around one in motorcardinal deaths on roads caused by wino drivers. People may return wrong judgment and slower reaction after they drunk alcohols. A traffic accident is most probable to occur in much(prenominal) situations. As a consequence, a variety of campaigns have taken legion(p expirationicate) actions to persuade heap non to present and drive. They built websites, and published advertizings and videos to advance their ideas. The Campaign Against Drinking & Driving is one of them.CADD is trying to free people whose relatives have died or injured in drunk driving from sorrows. This swindle essay give analyze a public service ad against drink and drive published in the website of the CADD. The opthalmic images, verbal texts, and the linkage amidst them allow for be discussed in systemic functional approaches. The ad is displayed in a horizontal angle which involv es viewing audience reflection. Two elements, a collection of smashed glasses and the time Whats the expense of a bottleful of wine argon most salient in their semblance and size.In a blank background, the green glasses and the red sentence atomic number 18 enlarged to drag viewing audience attention. Furthermore, the distance between viewers and the visual image become intimate by close shot. Firstly, some visual metaphors can easily observed from the visual image of this advertisement. The shape of scattered bottle is identical to a crashed car. The target domain is a collection of smashed glasses, while the source domain is a crashed car. The separated ingredient can be seen as the tyre of the crashed car. In addition, some lesser glasses that arranged to two lines can be regarded as car tracks.The house decorator used a broken bottle to design a scene of a car accident. The connection between the broken bottle and the crashed car is the wine, namely, the alcohol. It warns implicitly that a car accident will continue if the intake of alcohol is excessive. Apart from the connotation the metaphors contain, some other elements abd styles of standard argon consisdered as carrriers of connotation (Machin,2007). Firstly, the participant can be analyzed. As thither is no participant in the crashed car, it can be concluded that the result of drunk driving is being a dupe in a car accident.Then, the strain of these visual images also has connotations. The color of headline and text is red, while the wine bottle is green. Since the background is blank, these two contrastive colors form a sharp contrast to attract viewers attention. The red color also means warning, so that viewers will put more attention on the headline and text. Additionally, the lingual messages cause the advertisements purpose more explicit. There are two articles in the advertisement. The first clause is a special research which asks for the viewers responses.The designer want ed viewers to give an answer of toll. According to the analysis, the price in the headline whats the price of a bottle of wine can be analyzed in common chord levels. The first level is analyzing from its denotation. The price in this level will be the value labeled in the goods shelf. The second and third level meanings are connoted in the background. The price in these two levels are more likely consequences of drunk driving. As this advertisement aimed at persuading people not to drink and drive, the connotation of price can be derived from it.The price paid in the second level is drunk drivers health, even the life. In order to show the third level, the background of the Campaign Against Drinking & Driving should be introduced. unmatched of the CADD aims is providing support to the families of victims killed or injured by drunk drivers (CADD). If a psyche killed or injured because of drinking alcohol over legal limit, his relatives will in grief for a long time. As a conseq uence, the price in the third level is the sorrows of relatives. A word play the designer made can be noticed after analyzed the common chord levels the headline contains.The viewers will understand the meaning of headline by digging into the word price. After the advertisement having guided viewers to consider the the consequences of drunk driving, the designer raise his idea timely in the following text. Dont drink and drive is an imperative sentence which expresses the attitude of persuasion. If visual images linked together with linguistics messages, the advertisement will be understood better. The headline and the broken bottle are antonymous in achieving the goal of the advertisement. The verbal texts appears in the top, and the image forms an illustration of it.A read/write head is introduced by the headline, and the broken car extended viewers understanding of this question. The viewers are led to the direction of the relationship between the wine and the car. In this way , the visual image extends the understanding of the verbal information. In addition, the second clause also can related with the logo in the advertisement. The logo was comprised of quatern capital garners CADD which is the abbreviation of the Campaign Against Drinking & Driving. The idea that patrimonial by the campaign is not drinking and driving, which expresses the same meaning with the text.Moreover, there are a wine glass in the first letter D, while a car key in the latter letter D, and red slashes cut the letters. As a result of special form of letters, the topic of the advertisement is pointed out do not drink and drive. Additionally, the red slashes echo the color used in the text and the headline, which connects the elements in this advertisement closely. In conclusion, this essay analyzed the visual images, linguistic messages and the connection between them in systematic functional approaches. The purpose of this advertisement is persuading people not to drink and dr ive.The designer guided people to think about the consequences of drunk driving in visual and verbal messages, then the designers purpose is achieved by a persuasive way. However, because the publisher of this advertisement is a campaign that mainly helps the drunk drivers relatives, more attention will be attracted, if some information about those people added. Word count1022 adduce Machin, D. (2007) Introduction to Multimodal Analysis, Hodder Education CADD Retrieved from http//cadd. org. uk/aims. htm This advertisement is retrieved from http//gongyi. hexun. com/2011-08-12/132383278. html