rcww10ebim

U.S. Department of Transportation/Ad Council, The “It’s Only Another Beer” Black and Tan

The “It’s Only Another Beer” Black and Tan

U.S. Department of Transportation/Ad Council

The U.S. Department of Transportation and the Ad Council teamed up to create this public service announcement. Using a single image and relatively few words, this PSA makes a surprisingly effective argument: Even a couple of beers can be a recipe for disaster, given the right conditions, so don’t drink and drive.

Before you read, consider any public service campaigns you may be aware of. How did you or your friends respond?
As you read, consider the audience to whom you think this advertisement was directed. What clues in the PSA suggest this audience?

U.S. Department of Transportation/National Highway Traffic Safety Administration

Source: “The ‘It’s Only Another Beer’ Black and Tan.” U.S. Dept. of Transportation and The Ad Council, n.d. Web. 20 Sept. 2012.

Reading for Meaning

READING SUMMARY

Question 7.1

Summarize “The ‘It’s Only Another Beer’ Black and Tan.” Be sure to put the summary in your own words and to avoid using the sentence structure of the reading selection. Remember that your summary should restate the author’s main idea (or thesis) and include only the author’s most important supporting ideas.

Below is an example summary of this reading selection: This anti-drunk driving PSA, sponsored by the U.S. Department of Transportation and the Ad Council, uses the recipe format to indicate ingredients — such as a truck, a long day, and a few beers — that together may lead to a traffic accident. Your summary will differ from this one in the way it is written, but it should include roughly the same information.

Reading Like a Writer: Responding to Objections and Alternative Positions

Good ads have many or all of the basic features of the argument genre. In public-service ads, effective presentation of an issue is especially important.

Write a paragraph or two analyzing the presentation of the message about the consequences of drinking and driving in the The ‘It’s Only Another Beer’ Black and Tan ad:

What aspects of the ad, visual and otherwise, are likely to resonate with viewers’ own experiences, desires, fears, or concerns?

In what ways do the prominent art, minimal text, and use of white space contribute to the argument?

Question 7.2

What do the features of the ad say about its purpose and intended audience? In other words, with what types of audiences and in what types of places might this ad trigger the strongest response? Why, given such audiences and places, might an in-depth article with study findings or statistics on the toll of drunk driving have a less powerful or lasting effect?

Click here for an interactive version of the PSA that highlights how it uses the basic features of the position argument.