“Save Lives, Stub it out”
The design of an ad determines a great deal on whether or not the intended message shall be successfully conveyed to the viewer. In addition, it is imperative that careful design is achieved to leave the viewer without questions. The ad by the Fire Protection Australia (FPAA) entitled “Save lives, Stub it out” is one of the most successful and well designed ads. The ad is elaborate and on point in its conveyance of the intended message to the viewer.
There is so much that is hidden behind this ad that cannot be seen at a first glance. However, the designer of the ad succeeded in creating feeling of curiosity in the viewer to want to know about the ad by taking a closer look at it. This is evident, especially from the connection between the message accompanying the ad and the graphic image of the ad. For instance, the question that rings in the viewer’s mind is how a cigarette can be used to save lives. It is this curiosity to want to know how the cigarette can help in saving lives that will motivate the viewer to pay more attention to the details of the ad and discover that there is more to it than what can be seen from afar.
A closer look at the burning end of the cigarette discloses that it is not only the tobacco that is burning but also cars, houses, aircrafts, and buildings among other things revealed in the image. This implies that even though there seems to be little activity taking place as the cigarette burns, there is so much potential in the cigarette that it can bring down houses, burn vehicles, wildlife, and go to the extent of affecting the movement of aircraft. When the viewer sees such a thing, he or she immediately starts reasoning how a small cigarette can cause such a great destruction. The answer for this is still contained within the graphic image, which shows a great fire in the form of a forest fire that has extended to burn the vehicles and other properties. When this notion is grasped properly by the viewer, it becomes obvious that the very message of the ad would have been conveyed to the viewer. The message is that even though a cigarette is such a small thing, it has the potential of causing a huge loss of property and going to the extents of affecting programs if not properly disposed. For instance, the huge smoke from the burning forests usually affects the movement of aircrafts and may cause accidents.
Additionally, the ad calls on the viewer to take part in the prevention of those losses displayed in the image by being responsible and disposing cigarette properly. This is implied in the statement, “Save lives, Stub it out.” It calls on whoever views the ad to join in the campaign of saving more lives. In a nutshell, this ad shows the viewer how dangerous a cigarette can be if not handled with care as it can light up big fires and lead to massive losses that cannot be comprehended. In my opinion therefore, I would say that the ad was successful in communicating the intended message to the viewer by warning him of the dangers of careless cigarette disposal while at the same time calling the public on board to participate in responsible disposal of cigarette and save more lives.
