Ian Faulkner Faulkner 1

Ms. Dott

English III

31 October 2017

X-Ray of Damage

Imagine a dark image, an x-ray of a head, shoulders and a neck, the photo is black

and white portraying no emotion or feeling, only cold hard facts. Though something is off

on the neck, instead of bones it is divided into the two parts of a seat belt buckle. This

image tells a grim and gruesome story of a person who suffered a grievous injury, and the

reason why they suffered is accessible and glaring for all to see. This person died in a car

wreck, for none could have survived such a wound, why? Simple, because they did not

wear a seat belt. This picture gives a terrifying and honest testament from the government

of Australia, wear your seat belt or suffer the consequences. The damage shown is made

even worse through the obvious preventability of the death, that had this person followed

the rules of the road they would have survived this tragedy. This scary work was made in

2008 around the month of May and was developed by Market force at Perth, by Andrew

Tinning and Drew Ridley (Advertising Campaign: Government of Western Australia, Road
 Faulkner 2
Ian Faulkner

Ms. Dott

English III

31 October 2017

Safety Council (One Click Could Change Your Future)") (Tinning). This brutal image has a

straight forward and truthful message, that wearing a seatbelt saves lives and should not

be done away with.

The advert shows the image of a medical x-ray on a patient who was driving

without a seatbelt and suffered a serious wound, the image is made even more effective

due to use of the x-ray to convey the message. The x-ray is easy to recognize and is

obviously representing and injury, its meaning is crystal clear to everyone who sees it,

this use of straightforward imagery is perfect for conveying a notice of imminent danger

to viewer if they do not comply. X-rays themselves represent a medical and professional

fact, x-rays are only taken to assess damage so that shows the viewer how serious the

situation really is. Though not everyone may agree with my assessment, some might say

the use of these images might be a little on the nose lacking any subtlety. That is quite

debatable, there is little room for subtlety when it comes to dying in a car crash.

This warning uses situational irony in the nature of the injury and the addition of

the unbuckled seat belt are to make sure it is more memorable, therefore it sticks in the

readers mind and is more likely that the viewer will take this advice to heart. Situational

irony is a tactic that has been used in many different contexts and is a very effective and

underrated tool when it comes to persuasion. Situational irony is not subtle or nuanced

witch makes it accessible and understandable to everyone, it has no secret agenda or

message, after all honesty is the best policy. Detractors may try and argue to the negative,
 Faulkner 3
Ian Faulkner

Ms. Dott

English III

31 October 2017

that such a serious issue like accident fatalities needs more nuance, however the realty of

the situation requires a response that is easy to understand and effective. Drivers must be

made aware of the completely unnecessary risks they are putting on themselves and that

can best be shown using situational irony.

The advert really stands out from the pack of similar designs because of its harsh

honesty, its refusal to sugar coat the consequences of driving voluntarily in a and unsafe

condition drives home the message of urgency and insistence that the reader adhere to the

advice given. The imagery using the x-ray to show reliability and the seriousness of the

message, grapping the viewers attention long enough to convey the message and leave a

lasting impact making the viewer drive safer. The situational irony is equal parts scary

and memorable, stressing the danger those who do not wear a seat belt are in and

showing the consequences are a direct result of that action. This image shows and

uncontested cause and effect scenario with a compelling message all efficiently told

without a single word.

 Faulkner 4
Ian Faulkner

Ms. Dott

English III

31 October 2017

Works Cited

Advertising Campaign: Government of Western Australia, Road Safety Council (One Click

Could Change Your Future)". Coloribus Is a Thoroughly Collected and Daily Updated

Advertising Archive, the Biggest Online Collection of Creative Advertising Pieces from All

over the World., Turnkey Projections Inc.,

www.coloribus.com/adsarchive/commercials/government-of-western-australia-road-safety-

council-one-click-could-change-your-future/

Tinning, Andrew. Skull. Print Advert By Marketforce: Brain | Ads of the World,

MarketForce, 1 May 2008, adsoftheworld.com/media/print/brain_1.