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Advertisement for StateFarm

Michelle Lo, Jasmine Chao, Eunice Chan


Proposed
Design of
Print
Advertisement
StateFarm
- Sells the brand in relation to car accidents
caused by using cell phones while driving
- Build an image for StateFarm as a caring
insurance provider
Target Audience
American Drivers

Companies with car insurance (especially logistics companies)

Anyone who buys car insurance


Layout
Ogilvy-style layout
Clean
Creates a sense of isolation
Hero-shot
Phone tied to the bomb
Shows warning and danger
Heading - PUT DOWN THE PHONE AND NO ONE GETS HURT
Catchy
StateFarm logo
Sharp Red with white background
White - pure, good, helpful image
Selling Technique
- A lot of Americans drives car (there is not a lot of buses and subway), the Ad will
trade to a lot of people
- Very attractive visual of a phone tied to a bomb, as nowadays almost everyone
uses phone in their daily lives, imagining the phone we're holding as a bomb. It is
scary idea.
- A very clear message from the headings 'Put down the phone and no one gets
hurt' (capital and bolded)
Tone & Mood/Text
Seriousness and authoritative
Put down the phone and no one gets hurt.
Sounds like a serious warning from police

Mood is set as serious and intense, and fetch the attention of the subject of driving with their
phones
Logos
Logos - 416,000 injuries 3,000 fatalities every year 1.3 million car crashes
Tells the audience the issue should be solved, accidents happened frequently (reason), insurance is
needed
Large numbers (data) creates an overwhelming effect

Its all just a bomb waiting to go off.


Imagery
issue causing so many impacts is like a bomb
Objective and Convincing
Using data/facts to persuade the audience to stop using cell phones anymore while driving
Visuals - Color
Color theme/ symbolism:
Red - Bomb
Represents blood, seriousness and emergency - Warning
Silver - Car keys
Metallic colours directs to American drivers
Black - Gradient background, cell phone
Represents dark, sad, gloomy and despair, gives a scary atmosphere to audience

Impact : clear message of not to drive with phones with emotion shown from colors
Visuals - Graphics
Graphics
Blackberry phone tied with a red bomb
imagery - using phone while driving might as well be a ticking time bomb.
Car keys left on the floor
Suggest that the owner of the car is harmed as a result

- Daily items connects the issue to the audience, reminds the audience their chance
with the accident
- Showing the needs of StateFarm insurance
Impacts on Audience
Implant the image of StateFarm as a caring insurance provider
Be more aware of the issue and its consequences of using phone while driving
Get a reliable insurance from StateFarm