CLIO Award Advertisement

Target Audience: People who decide to suicide

1. Symbolism- It is trying to stop peope who want to suicide.
2. Body language- 'don't jump' is written on this model. This writing is placed at the top of the bus so that the people on the top of the building can see this writing.
3. Camera angle- This picture is taken from the top of the building, a vision where people who try to suicide can see.
4. Specidal effects- First, this ad made all the cars and people look blurry except for the bus that has 'don't jump' on the top to make it look distinctive. Second, 'don't jump' sign is written on a long bus to make the letters big. Last, in my opinion, every letter in 'don't jump' sign is not capitalized which give more offering kind of feeling than ordering.
5. Lighting and color- The top color of the bus, which is white, and the color of the road, which is balck, are contrast colors which makes the bus distinctive. The letter of 'don't jump' is black color is also contrast to white top of the bus which makes the letter distinguishing.
6. Beauty and standing- The bus is facing the building so that the people can see the sign clearly.
7. Target and graphics- It is trying to stop people from suicide by showing 'don't jump' sign on the top of the bus.