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Ms. Dott
English III
31 October 2017
X-Ray of Damage
Imagine a dark image, an x-ray of a head, shoulders and a neck, the photo is black
and white portraying no emotion or feeling, only cold hard facts. Though something is off
on the neck, instead of bones it is divided into the two parts of a seat belt buckle. This
image tells a grim and gruesome story of a person who suffered a grievous injury, and the
reason why they suffered is accessible and glaring for all to see. This person died in a car
wreck, for none could have survived such a wound, why? Simple, because they did not
wear a seat belt. This picture gives a terrifying and honest testament from the government
of Australia, wear your seat belt or suffer the consequences. The damage shown is made
even worse through the obvious preventability of the death, that had this person followed
the rules of the road they would have survived this tragedy. This scary work was made in
2008 around the month of May and was developed by Market force at Perth, by Andrew
Tinning and Drew Ridley (Advertising Campaign: Government of Western Australia, Road
Faulkner 2
Ian Faulkner
Ms. Dott
English III
31 October 2017
Safety Council (One Click Could Change Your Future)") (Tinning). This brutal image has a
straight forward and truthful message, that wearing a seatbelt saves lives and should not
The advert shows the image of a medical x-ray on a patient who was driving
without a seatbelt and suffered a serious wound, the image is made even more effective
due to use of the x-ray to convey the message. The x-ray is easy to recognize and is
obviously representing and injury, its meaning is crystal clear to everyone who sees it,
this use of straightforward imagery is perfect for conveying a notice of imminent danger
to viewer if they do not comply. X-rays themselves represent a medical and professional
fact, x-rays are only taken to assess damage so that shows the viewer how serious the
situation really is. Though not everyone may agree with my assessment, some might say
the use of these images might be a little on the nose lacking any subtlety. That is quite
debatable, there is little room for subtlety when it comes to dying in a car crash.
This warning uses situational irony in the nature of the injury and the addition of
the unbuckled seat belt are to make sure it is more memorable, therefore it sticks in the
readers mind and is more likely that the viewer will take this advice to heart. Situational
irony is a tactic that has been used in many different contexts and is a very effective and
underrated tool when it comes to persuasion. Situational irony is not subtle or nuanced
message, after all honesty is the best policy. Detractors may try and argue to the negative,
Faulkner 3
Ian Faulkner
Ms. Dott
English III
31 October 2017
that such a serious issue like accident fatalities needs more nuance, however the realty of
the situation requires a response that is easy to understand and effective. Drivers must be
made aware of the completely unnecessary risks they are putting on themselves and that
The advert really stands out from the pack of similar designs because of its harsh
honesty, its refusal to sugar coat the consequences of driving voluntarily in a and unsafe
condition drives home the message of urgency and insistence that the reader adhere to the
advice given. The imagery using the x-ray to show reliability and the seriousness of the
message, grapping the viewers attention long enough to convey the message and leave a
lasting impact making the viewer drive safer. The situational irony is equal parts scary
and memorable, stressing the danger those who do not wear a seat belt are in and
showing the consequences are a direct result of that action. This image shows and
uncontested cause and effect scenario with a compelling message all efficiently told
Ms. Dott
English III
31 October 2017
Works Cited
Advertising Campaign: Government of Western Australia, Road Safety Council (One Click
Could Change Your Future)". Coloribus Is a Thoroughly Collected and Daily Updated
Advertising Archive, the Biggest Online Collection of Creative Advertising Pieces from All
www.coloribus.com/adsarchive/commercials/government-of-western-australia-road-safety-
council-one-click-could-change-your-future/
Tinning, Andrew. Skull. Print Advert By Marketforce: Brain | Ads of the World,