The contents of the glove box and the text saying ‘Make the glove compartment the phone compartment’ are all directly in the middle of the frame and are central. The reason for this is to make the poster eye level and to follow people's natural eye movement so first, they will see the text, then they will see the phone in the glove box and understand what the poster is telling them. The short snappy phrase is a quick way of portraying a message. Young adults of today do not read as much as past generations so by including a language technique (repetition) while still using minimal text will help bring more attention to the poster.

All the text in the image is in bold white text, this is so it stands out from the background image as it is the most important feature of the poster. The phrase ‘Make the glove compartment the phone compartment’ is the largest piece of text on the poster. This suggests the importance of what is written and they are advising people on how they can break the habit of using a phone while driving. 

Situated in the bottom right corner of the poster is the Think! Logo, it is not very obvious but is still noticeable, this is so no attention is taken away from the main image. The text below the Think! logo is small but one word is larger than the rest. ‘Away’ is in larger text than the rest to ensure it is seen, connoting the importance of how desperate Think! are to spread the awareness of the unknown dangers of driving and using a mobile at the same time.

In the glovebox, there are items that are relatable to the target audience of the campaign. There are items such as a large touch screen mobile phone that are very common with young people today, loose change, lipstick, diary and a purse. However, looking at the contents of the glove box the items do seem more relatable to females as there is a pink lipstick and a bright yellow diary, suggesting that this poster is more aimed at female drivers than men, which makes up for the fact that the video advert is targeted at men. 

The advert relays the facts to the listener, informing them that the law on using a mobile phone while driving and that the penalty has now increased to 6 points and a £200 fine. This connotes that this fact is not known among everyone and many people are still not aware of the changes. By Think! using this advert as a chance to raise awareness of the changes they are also using it as a way of urging drivers that road accident caused by people being distracted by phones is on the rise and increasing rapidly!

There are minimal sound effects (SFX) in this radio advert. This is unusual as most radio adverts use SFX to make up for the lack of imagery. However, if there was a lot of SFX noise in the backgorund the listeners focus will be altered and will not be 100% focussed on what has been said. The only SFX used are the slight noise of a car being driven and the closing of a glove box which could resemble what could easily be the end to the ignorance around the dangers of using a mobile phone behind the wheel if people just listen and take action. 

The voice behind the advert is Channel 4’s F1 presenter Steve Jones who is quite a well known, and trusted presenter on the TV and has a recognisable voice, so many people may recognise his voice in the advert enticing them into listening in. Knowing he is a well known presenter will also reign in a bigger audience to the advert as it is also available online to listen to at any time as well as on the radio where people can listen to the ad as many times as they like meaning fans of Steve Jones can listen as many times as they like and even share it with their friends, expanding the reach of the message even more.

Steve speaks very softly throughout the advert and this could be to ensure drivers listen to the advert and by using a soft voice, it will encourage people to turn up the volume and listen to what is actually being said instead of dismissing it.

The way the radio advert is written makes the listeners think that the voice is talking directly to them, addressing them as individual people. This will create a connection between the driver and the voice on the radio as it becomes personal by using the word ‘you’ repeatedly. Addressing the audience directly will help get people to realise they are important and gently manipulate listeners to change their ways as they feel Steve is advising them instead of telling them and that if they put their phone in a glove box they will be helping themselves by saving 6 points and a £200 fine.

When listening to the words used in the advert, as well as the use of ‘you’ to address drivers as individuals, there are a few sneaky techniques used to help encourage drivers to put their phones away. There is a line that says ‘the trouble is, a lot of us are addicted to our phone’ where Steve talks like he is like most other drivers. This makes the listener relate to Steve as they believe they are not the only ones who are addicted to their phones and if others can put their phones in the glove box while driving, so can they.

In this line, the word ‘addicted’ is stressed. This suggests that it is becoming a serious problem and Think! Are craving for people to change as if they are sick of people being ignorant to their message as their campaign is yet to make a positive effect on the amount of road accidents caused by the use of mobile phones.

Towards the end of the radio advert, there is a use of emotive persuasion. ‘Maybe even save a life’ is Think!’s last attempt to encourage drivers to change their habits with the advert. This suggests how simple it can be to save a life, giving people a motive to change as maybe believe they could be considered a hero if they can prevent a life from being taken.