Evaluating a Public Toilet Cleanliness Ad using the Constructive Criticism Model - In Lecture Exercise B



Advertisement by NEA

Description

This advertisement by the National Environmental Agency (NEA) of Singapore uses the metaphor of comparing the experience of using a public toilet with a horror movie. This is shown by making monsters out of the different things that we are disgusted by when using public toilets (e.g. Urine on the seat and Unflushed feces)

Analysis

The ideas of the different things that we are disgusted by are displayed as horror movies monsters in the advertisement. This is done to communicate the idea that we should not do these things as it would be viewed as unpleasant and disturbing, akin to finding monsters in horror movies.

Interpretation

This advertisement in making the relation between acts of disgust and horror movie monsters allows the user to remember distinctly some of the things they have to practice when using public restrooms. It allows for the viewers to be clear of the objective of the campaign and is effective in making them remember.

Judgement

This advertisement is mostly effective in portraying the idea of stating how people should behave when using public restrooms by displaying the glaring images of the monsters and making the relation between the acts and them. However, it may be ineffective in practice as there are times where the display of such disgusting effects may backfire. Take for example cigarette cartons displaying images of rotting gums and diseased lungs. The purpose of this was to highlight the detriments of smoking but had the reverse effect where the smokers who already knew the effects but chose to smoke anyway started to collect the different designs and treat them like collectable cards.

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