On a basic level, the ad utilizes the commonly recognized symbol of star grades to reveal the safety, or lack thereof, graded by the company. In addition, the image uses a realistic setting, characters, and vehicle to inform the audience of the reality of testing cars and the practical standard of assuring a vehicle’s safety.
On an emotional level, this image appeals to its viewers’ sense of fear. The thought of a car as unsafe as the one implied in the ad, a car so unsafe that a dummy would be terrified, successfully conveys the importance of the auto safety company’s work. This image also uses comedic appeal. The hilarity of the dummy clinging to the pole, and the man’s attempt to get the dummy to let go, are humorous and unexpected images that catch and retain the audience’s attention and lead them to think twice about the message.
The first of the appeals to credibility, and a classic example of such appeals, is the presence of the tester’s white lab coat. Though in jest, this instantly gains the viewer’s trust of the “professional” depicted. And in addition to the logical function of the realistic elements of the image, these various elements also lend the image a further sense of credibility. Their presence makes the message more credible and believable in its similarity to reality.
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