Download A road safety journey: 25 years of the TAC Part B: Motor vehicles

A road safety journey: 25 years of the TAC
Part B: Motor vehicles and media campaigns
More television commercials (TVCs) and films can be viewed on the TAC’s dedicated YouTube channel: http://www.youtube.com/user/tacvictoria
Watching and analysing film
A filmic technique is a device used by a director to produce a particular response from viewers. It is important to develop the skills of interpreting filmic
devices, which are very different to printed text. In English classes, you will be developing the metalanguage used to analyse the purpose of the film. These
devices, which we call directorial choices, are designed to produce a particular response in the viewer in the same way that the structure of the written
word is used by writers.
When examining film, the main factors to examine are as follows:
 The genre, which in this case is road safety campaigns designed for mass media (television). The films in the Make A Film, Make A Difference
collection have also been shown at the cinema.
 Cinematography, which is the use of camera techniques to influence the way in which we view events on the screen. For example, a head shot or
extreme close-up are used to invite the viewer into the emotional life of the person. This technique is often used to extract a response from the
viewer. When watching film, also look for camera angle, which can greatly affect our perception of people, especially in an interview:
- If a person is filmed from a high angle, the audience is effectively ‘looking down’ on them, which gives us as viewers a sense of power and the
person being filmed as appearing disempowered.
- For a low angle where we looking at the person, the reverse is the case. The person is more powerful in the eyes of the viewer.
 Setting is the physical scenery captured on camera. This also includes the clothes being worn by the people on screen.
 Music is used to generate an emotional response from viewers, which could range from fear and suspense to tears of joy.
 Sound involves the use of sound effects, such as a person running or breathing heavily or tyres screeching on the road.
 Lighting can also create a particular mood for the viewer. In documentary film-making, look especially for dim lighting that creates a sense of
menace or an outdoor scene using natural light, which can suggest hope and freedom.
 Editing of the film can also be used to create a particular response. This relates to how the film has actually been constructed. This is important
when watching a re-enactment of real events. Editing can also include the director’s use of archival film, such as a home movie, which is designed to
add a sense of authenticity to the documentary and produce a particular response in viewers.
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TAC campaigns over 25 years
View the films noted below and answer the questions in your workbook. Remember to use the metalanguage of film wherever possible. The more practice
you gain in this use of specialist language, the better.
Campaign: “If you drink, then drive, you’re a bloody idiot.”
Name of film and year of release
Girlfriend (1989)
YouTube search reference
"Girlfriend" - TAC's first TV ad
Bush Telegraph (1996)
"Bush Telegraph" TAC Drink Drive TV ad
Focus question
These films use a combination of fictional stories
and people from the medical profession.
Are you more influenced by the opinion of a
nurse such as Karen Warnecke discussing road
trauma (Girlfriend) or a narrative story such as in
Bush Telegraph?
Explain in 200 words.
Campaign: “Don’t fool yourself, speed kills.”
Name of film and year of release
Speed camera (1990)
Mum in a hurry (1995)
YouTube search reference
TAC TV ad 1990 Speed Kills 'Doctor'
"Mum in a Hurry" TAC's anti speed ad
Focus questions
In Speed camera, do the change in locations from
the road to the operating theatre work effectively
for you as a viewer?
Is the scenario depicted in Mum in a hurry typical
of some parents’ driving habits? To what extent
does the busy nature of modern life increase the
potential for crashes on our roads?
Explain in 200 words.
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Campaign: “If you drive on drugs, you’re out of your mind.”
Name of film and year of release
The Cell (2008)
Swap (2009)
YouTube search reference
'The Cell' TAC's anti drug driving tv ad
"SWAP" TAC Drug Drive Ad
Focus question
These films focus on the consequences of driving
while on drugs.
Which film do you find the most effective? Is the
risk of jail, as shown in The Cell, a powerful
deterrent, especially for young people?
Campaign: “Belt up, or suffer the pain.”
Name of film and year of release
What hurts most (1995)
Pinball (1999)
YouTube search reference
'What Hurts Most' - TAC seatbelts
"Pinball" TAC seatbelt safety campaign
Focus question
The film makers have taken two different
approaches here; one is personal and the other is
more scientific/ medical, featuring Dr John Olver.
Which style do you find the more effective? Why?
Campaign: “For everyone’s sake, drive safely this Christmas.”
Name of film and year of release
Lennon’s Xmas (1996)
YouTube search reference
"Lennon's Christmas" TAC Drink Drive Ad
Everybody Hurts (2009)
TAC - "Everybody Hurts" music by REM
The Party’s Over (2012)
The Party's over - TAC Road Safety TV ad
Focus question
There are different tones (moods) used in these
films, including tragedy and puns (words with
multiple meanings). How is music and sound
used? Comment on one use of camera (for
example, head shot).
Which do you think would be the most effective
on a young male? Why?
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