OUGD405 - Study Task 03 - Public Information Video/Research

Public Info Vid Research
29 / 12 / 15

Over the festive break we had to choose and watch one of the listed public information films and then identify and analyse - message - key facts - tone of voice - audience For 65 years, the UK government’s Central Office of Information produced marketing, literature and films to inform and educate the British public on all manner of subjects, often in dramatic and shocking fashion. I watched the 'Closer to the Edge' public info video which stressed the rules of road safety through a vibrantly coloured film/music video. It makes use of the (then) newly released and popular tune 'The Message' by Grandmaster Flash, by using its own created lyrics communicating the importance of checking before stepping out into the road'. The chorus raps the words 'Don't step out when you're close to the edge, or you may find that you lose your head' and other bits from the song talk about how you 'gotta take care, you gotta check it out cause there's danger everywhere!' and then it ends on 'STOP, LOOK, LISTEN, THINK' reinforcing this message of roadside safety, even giving the audience a listed guide of things that should become autonomous actions when crossing the road. The video cleverly communicates these roadside safety ideas to the audience through the use of the catchy well known song, as the audience is already familiar with the tune and so are easily attracted to listen to the new lyrics put in place. The young-rap style voice on the video would aim to appeal to the large teenage target audience and increase awareness in these younger age groups.  But it's not just the audio which would attract the younger age groups, the cartoon-styled video displays a young lad cooly walking down the pavement. Accompanied by bright colours and funky animations, it would effectively attract the attention of the teenage target audience thus allowing them to take in the message! It is an almost pop-art Warhol filter on the video with the vivid colour swatches, making it ideal for catching attention of young people.