Powerful Ad.

I consider this ad to be powerful and persuasive because it appeals to audiences’ safety and emotions. The primary appeal is the fear/safety. The strong images on the ad presented the serious consequences of not wearing a helmet to the readers. Fear appeals emphasize the negative consequences that can occur unless the audience changes a behavior or attitude. I found not only the image on the ad is powerful and formidable but also the copy is persuasive. The ad says: “Every year over 12000 people die on our roads and 30000are seriously injured, that means thousands of families left picking up the pieces families tortured by the loss of loved one.” It uses specific statistical data to support its argument which make it convincing and forceful. Furthermore, it appeals to our emotion because it describes the sadness of losing a loved one and destroying a family. This ad successfully exemplifies the fear/safety appeal.