Transcript Megan Garrison

“COMMUNIDAD DE MADRID –
CAMPAIGN AGAINST DRUG
ABUSE”
Megan Garrison
BACKGROUND INFORMATION:

This is a 21st century advertisement
commissioned by the A&A Agency from Madrid,
Spain.
Executive Creative Director: Tony Fernandez Manes
 Creative Director: Jose Caballero
 Art Directors: Daniel Becerra, Alfredo Diaz, and
Pedro Alonso

POINT OF VIEW
WHO DO YOU THINK THE PEOPLE ARE?
WHAT ARE THE DOING?

In this advertisement, there are two people
sitting on the edge of a dock, feet hanging over
the edge. However, there is only one persons
reflection shown in the water below them. The
ad
“Drugs
is suggesting that the person with no reflection
create a
has been taken by drug abuse.
huge
hole in
your life”
SO WHAT IS THE PURPOSE OF THE
ADVERTISEMENT?

The purpose of the advertisement is to capture
the attention of those who know people who are
victims of drug abuse and promote them to take
action. The ad is suggesting that the drug
addiction will not only effect the victim, but it
will also effect those closest to them. This is
conveyed by placing the second set of feet with no
reflection, as if it displays the past and present.
FOCUS
WHAT PARTS ARE CLEARLY IN FOCUS?
WHY ARE THEY MORE IN FOCUS THAN
OTHERS?

The obvious focal points are the feet. They are
brought into focus because they represent the
main idea of this image. The artist wants to draw
your attention to the significance of the image.
JUXTAPOSITION
WHAT EFFECT DOES THE SHADOW HAVE
ON THE MEANING?

The shadow is one way the artist chose to display
the life in the person. When sitting near water, a
shadow is always there glaring back. So the
shadow not only signifies life, but also the
presence of an individual.
WITH THIS CONCLUSION BEING MADE, WHY
DOES THE OTHER TWO FEET NOT HAVE A
REFLECTION? WHAT EFFECT DOES THIS HAVE
ON THE MEANING OF THE IMAGE?

Because there is no reflection, the artist is
portraying the absence of that person. This
absence could suggest that the person died
physically or was absent from the persons life
because of the bad decisions they had made.
CONTRAST
WHAT DOES THE CONTRAST IN LIGHTING
EMPHASIS? WHY IS THIS SIGNIFICANT?

The bright lighting on the feet on the left side of
the image signifies the life in the person. The
darkness around the feet on the right signifies
death, whether it is actual death or just the
absence of the person. Even though there are
instances that the lighting is brighter, the overall
image is gloomy and dark. This is signifying the
seriousness of the subject being portrayed.
BACKGROUND
W
HAT ADDITIONAL
DOES
ADJECTIVES
THAT MEANING
DESCRIBE
THETHE
BACKGROUND GIVE TO THE OVERALL
BACKGROUND
? IMAGE?
MESSAGE OF THE

Because the background is very “normal” and
easy for everyday people to connect to, it allows
the issue to become more personal, more close to
home.
OMISSION
WHAT IS LEFT OUT? WHAT IS THE
SIGNIFICANCE OF THE OMISSION?
The reflection: By leaving the reflection out, the
artist is signifying absence.
 Only the feet: Feet are less stereotypical. By only
including the feet, the people are more acceptable
to different cultural groups.

AUDIENCE
WHO DOES THIS VISUAL APPEAL TO? WHO’S
ATTENTION IS THE VISUAL INTENDED TO
CATCH?

The intended audience is those who know someone
who suffers from drug abuse and the victims
themselves. It is trying to promote people to take
action against this present day epidemic because it
effects all of us whether we are the victims ourselves
or the victim is someone close to us.
COMPARE THIS VISUAL TO OTHERS YOU HAVE
SEEN IN THE PAST. WHAT MAKES THIS ONE
DIFFERENT?

The image is trying to compel those who are not
victims of drug abuse to take action while there is
still time to save their loved ones.
ETHOS
THIS AD WAS PUBLISHED BY THE A & A
AGENCY AS A PART OF THE COMMUNITY OF
MADRID’S CAMPAIGN AGAINST DRUG ABUSE.
WHAT CREDIBILITY DOES THIS GIVE THE
VISUAL?

This is a credible source because it is a
government agency with the intentions of
bettering the lives of the citizens of their
community.
WHEN DO YOU THINK THIS PICTURE WAS
TAKEN? WHY WOULD THIS BE IMPORTANT?

This time period this image was created in helps
the interpreter understand the context of the
issue. Since this image has been taken within the
last decade, we assume that we are dealing with
a current issue. It helps us to understand the
artists perspective of the subject as well.
PATHOS
WHAT EMOTIONS DOES THIS PICTURE
INSTIGATE? HOW DOES THE AD MAKE YOU
FEEL?

The image is very compelling to the interpreter
because of the strong emotions it portrays. The
words used help to grab the readers attention
while only the feet and the water create such a
poignant example of what could be you tomorrow.
By making this connection, the author is given
such a great power to alter the way the
interpreter thinks about the drug misuse.
LOGOS
WHAT LOGIC IS SUGGESTED THROUGH
THIS IMAGE?

Whether you agree or disagree with the use of
drugs, we all know the effects it can have on a
person and their family. Because of the statistics
and the common sense that surrounds this issue,
we, as the people who are viewing this, see the
content as the truth. Because of the simplicity,
the true context can be considered and the
compelling meaning will cause you to consider
the presence of and the consequences of the use
of drugs in your life.
BIBLIOGRAPHY
Gozo. "Comunidad De Madrid - Campaign Against
Drug Abuse." The Ad Collector (a.k.a. Add Shots).
27 Mar. 2009. Web. 17 Sept. 2011.
<http://addshots.blogspot.com/2008/03/comuni
dad-de-madrid-campaign-against.html>.

Agency: A&A Madrid, Spain Executive Creative
Director: Tony Fernández Mañés Creative
Director: VirumCopy: Jose Caballero Art
Directors: Daniel Becerra, Alfredo Díaz & Pedro
Alonso