Metropolitan Police – Serious and Aggressive.

Metropolitan Police –

I would say that this advert is both serious and aggressive as it is focussing on a serious subject, but the main style of the piece is aggressive and fast paced, with shouting, use of intimidating language and talk of life and death. You get the feeling of feuding gangs when listening

This advert starts off with a youth talking about “one day in London” over a background track of what I imagine to be a very low pitched almost siren like sound which gradually builds pace as the advert continues and as more people’s voices come in, the whole thing seems to get more aggressive and the tension builds.

The main male voice then lists things which are important to him, friends, enemies, family, future, life, death. The advert then takes a different turn, instead of being negative and tense, it then lightens up slightly with the youth talking about how you should change what happens next and change your own future and how it will end. A serious and more senior voice then cuts in to announce that the advert is indeed for, Metropolitan Police, working together for a safer London.

The advert is aimed to target someone who feels they fit these criteria, and uses a lot of the word “You” to make sure that they feel solely addressed.
There are multiple voices used in this advert, making it quite hard to keep up with what is going on, however this just adds to the overall chaotic and aggressive feel of the piece. The ad tells you to search online for “Choose a Different Ending” so the listeners are aware of how to find out more details.               
Sound effects are one of the main features in the advert; the one most commonly used in the background is the very low pitched siren of an emergency vehicle. There are also others used such as dogs barking and crashing sounds.       

I would say that this advertisement follows the regulatory guidelines because nothing in it is to offensive. Maybe the use of the word knife could be taken out or swapped for something else during the day, but I do not think that it is offensive enough for somebody to file a complaint.

I think this advert is very effective in targeting its audience as it is different from others out there. It is fresh and new and its style is something that its audience want to hear.