Tac Speech

I would like to analyse a commercial viewed on Australian TV about speeding. The TAC has created this commercial aiming to capture the attention of those who drive and especially scare younger drivers, about the seriousness and consequences of speeding. This commercial contends that death rates are extremely high in road speeding accidents and that TAC is a company that promotes the prevention of all the deaths and what can be done to make it stop. The commercial is created to make the audience sympathise and realise that it really isn’t just a joke and is worth doing something about. It is very much in a sad but also a straightforward and shocking tone and through the use of many very effective persuasive devices; it leaves no room for debate.

A persuasive device that has the capability to capture the audience without them even realising, is music. Background music is able to really set the scene and make the emotions present. Throughout the commercial a song is being played and is the only sound that can be heard. The song’s lyrics are mainly about pictures, which is quiet relevant to the commercial and its slogan �This is why you get photographed when you speed.’

The company’s intention with the inclusion of the background music is to be able to capture the audience’s attention away from everything else, and to make them feel the sadness and sympathy in the song and its tempo. This will automatically put them in that mode and feeling of sadness, enabling them to truly feel what the commercial is presenting. Not only does the music bring forth the audience’s emotions but it’ slow beat and lyrics are also quiet catchy. This makes the song stay longer in the audience’s attention and will constantly remind them of the commercial and its message. Music is a very powerful thing, and can make someone’s mood change rapidly. That is why with the right music and lyrics the commercial’s effect can be largely improved.

Another persuasive device effectively used throughout the commercial is in the form of evidence. Through the inclusion of evidence it proves to the audience that it is actual facts and not just an opinion of someone else. This will make them believe it more and to agree with the message put forth and won’t give them the opportunity to challenge the facts. In this commercial the evidence of the consequences of speeding is shown through the inclusion of the actual families of the victims.

The families are holding up pictures of their loved ones, which also once again is relevant to the commercial’s slogan. They also include the date in which they were killed in the accident and the age that they were at. This is not only extremely dramatic, especially because of how young they were, but is also hits the audience in the face, so to speak. It shows the actual facts and actual ages of these people, which is quiet emotional, touching the hearts of the audience.

It also gives the commercial credibility and will scrap the argument that the TAC is just trying to over dramatise the situation. People will choose to believe something that has been proven, rather than an opinion that anyone could make. It proves to the audience that this isn’t just a joke and should be taken seriously and that if they don’t start to act on it, these pictures might be of someone close to them.

A main persuasive device used in the commercial is an emotional appeal. These work extremely well considering the nature of the commercial, and the fact that the TAC is trying to not only make the audience feel sympathy but also fear.

One of the emotional appeals used to achieve this is the Appeal to Family Values. This appeal targets the issue of family and the relationship problems and factors included. It is shown in the commercial by including the families and loved ones on the actual screen. They are shown in distress and their hurt is being exposed following the consequences of speeding. Through the close ups of their faces and their tears being present, the audience can see how badly it has affected them and how their family has been shattered because of the issue of speeding.

This makes the audience feel sympathy towards them and seeing that they are actual families and not just actors