Advertisement has such a strong influence today's society in terms of what people like, how they feel, and essentially what they believe in. Whether the purpose is to sell a product or to bring awareness to an issue, advertisement is all about grabbing the people's attention. The advertisement I've chosen to analyze is intended to grab the attention of a wide spread and global audience. The Fiat advertisement against drinking and driving was released and showcased in Brazil. Some advertisements use words, images and even specific colors in order to get their message across. In this advertisement, the Fiat car company portrays a strong and powerful message speaking out against drinking and driving through a simplistic "before and after" schematic image series by using simple colors, typography, and an image modification that opens the tab on a can of alcohol. This simplicity symbolizes and connects the idea that preventing an accident and potential death is as simple as making smart decision such as not driving while intoxicated. 

Fiat transitions only one part, and evidently the same part, in all their ads that relays the idea that the prevention of drinking and driving consists of one step as well. In reality, by drinking and not having a sober driver plan figured out ahead of time, one is making the decision to put themselves and others in extreme danger. In the picture, the simple decision to pop open the beer can, and drive on the road after, results in the vanishing of a human being. The first image includes a child on a bike. Fiat displays how in reality it is hard to spot bikers and cyclist on the road in the first place, and a lot of non-alcohol related accidents happen because of this. To make a dramatic affect, in the "after" image, when the can opens the whole person is gone. Not just a piece of it, or a corner but the whole person. By doing this and creating a dramatic affect, it takes a bigger toll on the viewer's emotions because they see how big of a change there is. On the top of each of the two scenes, in a simple black text, the words "Ahora ves" meaning "now you see" is followed by the words "Ahora no" after the can is opened, meaning "not now". This simple dialect is also a way to pound across a message and hit the viewers hard. In order to be blunt, they also include in the bottom right of the ad "evita accidentes. no bebas y conduzcos" translating to "avoid accients. Do not drink and you drive". 

For the second advertisement of the series Fiat displays a traffic light, displayed as a red light, on the top of the can. Again in the style of a "before and after" scene, the before picture is just of the red traffic light and in the after scene, once the beer can is opened, the whole traffic light disappears. The point behind this is to show the diversity of obstacles drivers face while on the road. Not only do you have to pay attention to other cars and ways of transportation, but also you need to pay attention to traffic laws, signs and lights. It is common to pass through traffic lights while driving intoxicated because your motor skills in your brain are impaired once stimulated by alcohol. Again this advertisement is super simple in terms of color and image. 

The dramatic affect of making the inside of the popped can completely dark is intended, in the hopes of making a dramatic affect on the viewers interpretation. This extreme change shows the importance of how serious it is to make the right decision of not drinking and driving. If you make the choice to do so, the consequence wont be a grayed outcome, it will be completely black, and drastic. Repeatedly the word choice for this series was "Agora voce ve" meaning, "Now you see" followed by "Agora nao" meaning "not now". 

For the third advertisement, Fiat uses a man on a cross walk. Again, using an idealistic approach to display incidents drunk drivers could find themselves facing while on the road. In this image, the crosswalk is on the whole surface of the top of the can. When the can is opened, the man on the crosswalk disappears. What I find interesting about this advertisement is that the man on the crosswalk is on the phone. This could also be a way Fiat is intending to tell people to pay attention while crossing the road. A lot of deaths caused by vehicles include the pedestrians being distracted by some sort of technology whether it's music, a phone conversation, or a text message. This image series kills two birds with one stone. Again to portray the idea of a "simple decision", Fiat uses simple colors and tones for the ad. In terms of typography, the before scene reads "Agora voce ve" followed by "Agora nao".

An additional piece of the advertisement I find interesting is the language. This advertisement was showcased in Brazil. Even though I cannot read or speak the language used, I understood the advertisement. These diverse terms of simplicity allow such a broad audience to understand and see the advertisement. Words like yes and no are pretty universal across the globe. By using the simple sentences in this ad, Fiat is able to reach out and communicate not only to those who speak the language the ad is published in, but also to those who can generally understand what the ad is trying to promote. 

In conclusion all three advertisements are very similar in terms of color, typography and tones. They all display the same simple and underlying message of making the decision to not drink and drive in order to put not only yourself, but also the lives of others out of danger. One thing I found interesting with this advertisement series is that the scenes were portrayed as if it was broad daylight. I think whether intended or not, it bring across a valid point. Not all drinking and driving accidents occur late at night after being out at a party or bar. Driving under the influence is a law mandated twenty-four hours a day, seven days a week. It is important for people to understand that driving under the influence is never okay. Over all by Fiat using the familiar saying "now you see it" "now you don't", it shows the viewers that someone's life can end in an instant, within seconds. It doesn't have to be some drawn out fiasco. A persons life can end as fast and as simple as cracking open the top of a beer can.

