Campaign Poster Analysis No.3


This campaign poster is designed and produced by 'Transport for London' and the campaign 'Think!'. The young boy is lying down on a darkened road which has quite negative connotations. He has obviously only around the age of 17 or 18 which is a prominent clue to the target audience for this campaign. It is obviously targeting both young and older teens that live around busy roads and areas of that sort. Although the image shows a male, I don't think that gender restricts who this campaign is targeting as both males and females are open to these threats.

The colours used in this image have quite darkened and gloomy connotations. These colours consist of mostly greys and blues with no bright colours other than the text. The background that surrounds the boy seems to be some sort of inner city area which doesn't really look very happy, uplifting or safe. It shows some blurred out flats but is very vague and hard to make out which could reflect the accidents effects on the boys vision.

The most unnerving part of this poster is the fact that the very injured or even dead boy is looking directly into the camera and at the audience; a direct mode of address. This is often used in campaign posters or often adverts as it allows the campaign to have more of a personal and emotional effect on the public as it seems as though the image, or boy in this case, is communicating with the person looking at the poster. This will hopefully make them more likely to listen to the message being put across by the poster. The boys age also makes him seem more innocent and therefore the image is more emotive.

The first two lines of text use the largest font and so stand out the most. It is done very cleverly so that the first line uses a brighter white which contrasts with the background the most and is so the clearest. This links in with what the text is saying which is 'My friend saw the text'. This is the part he saw, but the second line of text is in a more dull white which blends in with the background more and links in with the message that this second line of text is saying which is 'He didn't see the truck'. This is very clever and is another way of getting the message across to 'Stop Think Live' which is the next line of text. This is used in many of the campaigns posters as there slogan and the main message they want to put across.

The logos for the 'Transport of London' and 'Think!' are also included at the bottom of the page so that the public know who is behind the campaign and also so that they know where to go to find out more information on the subject behind the poster.