Faculty of Arts
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Narrative Features Structure Set of c_ _ _ _ _ _ _ _ s _ _ _ _ _ _ _ (time, place etc.) Series of or_ _ _ _ _ events producing c h _ _ _ _ C _ _ _ _ -ef _ _ _ _ relationships Main _oint N _ _ _ _ _ _ r Ab _ _ _ _ _ _ _ _ _ _ ntation Com_ _ _ _ _ _ _ _ _ Action Ev _ _ _ _ _ _ _ _ Res_ _ _ or Reso _ _ _ _ _ _ _ o d _ Sample C&C Essay: Two TV Ads, Two Era’s, One Tactic by David Green
The Land Transport NZ’s TV ad Maate and the Media Foundation’s TV ad Take Back your Children were produced in different decades but both use shock tactics to portray their message.
Take Back your Children is set in a darkened room; a large TV dominates the frame, an innocent girl is watching the TV. We can’t see the screen but we hear a montage of audio, voices describing violence and selling consumerism. Maate begins in a pub, a group of ‘lads’ are having a night out. The expression “mate” is used repeatedly. The ad changes course when the ‘mates’ drive home and crash. The driver survives but his passenger is dead. The final scene involves the driver meeting up with his ‘mates’ who now call him Dave rather than “mate”.
Take Back your Children was produced in the late 1980’s and looks dated now, the television is a huge box, the girl’s clothes are dated and the overall feel is overly dramatic. In contrast Maate was produced in 2007 and features quick fire editing, modern costuming and a high tech stunt.
Take Back Your Children shocks its audience by informing them that the television is raising the child featured, bringing her up on a diet of violence and consumerism. Similarly the Maate ad shocks its audience with a horrific car crash followed by the protagonist being ostracised from his mates.
Both Ads follow their moment of shock with memorable slogans. Take Back your Children ends with the slogan “Take back your children, turn off the TV” while Maate ends with “If you drink then drive, you’re a bloody idiot”
The Media Foundation’s Take Back Your Children ad and Land Transport NZ’s Maate ad are dissimilar in appearance but both use shock tactics to convey their messages.
References
Maate. (2007). Television Advertisement. Retrieved February 10, 2008, from http://www.youtube.com/watch?v=Vjn2JKrlkcU
Take Back your Children. (1989). Television Advertisement. Retrieved February 10, 2008, from http://www.youtube.com/watch?v=PbnpGNbBy7I
