TOW #23: Shell Ad (Visual)

                We have always been on the brink of new technologies, but at no time is this more necessary than today, in the 21^st century. As the last drops of oil are used up on the planet, it is absolutely necessary that we, as a society, find cleaner, better solutions for the energy of tomorrow. Ironically, one of the biggest names in oil, Shell, is launching a campaign of ads to prove they’re in the energy game to win it. One of their ads, depicting an energy challenge racing car, proves that Shell really is serious about pursuing new goals other than fossil fuels. Through the use of vivid colors and bolded words, Shell is able to convince viewers that the energy crisis is indeed important and Shell is very serious about the topic.

                The Shell ad starts on the left with a lively image of an Eco-marathon car flying through the wilderness. The image employs shallow depth of field effects to create a focus on the car itself, and not so much on the background, which is blurry. However the colors are very important to the image, as the car looks as though it is travelling towards the sun. This shows that there is a future for energy, and Shell is indeed part of it, since Shell is shown on the car to sponsor the event.

                Once Shell shows the image on the left side of the field, it turns attention to the bolded phrases on the other side of the page. Phrases like, “Let’s go further on one litre of fuel” and “Let’s Go” are lucrative quotes that show viewers that they are indeed part of the effort to find new energy solutions. It shows that everyone is in the same boat, and therefore, everyone is involved. Finally, the way that the quotes are bolded shows that those are what we need to emphasize. In this way, Shell is able to convince viewers that everyone is together and we, as a society, are on the right track for energy solutions.

                Although these types of ads are shown all the time, this specific ad is effective, as its use of pronouns helps gets its audience board. Overall, it is quite important to get on the energy bandwagon and continue to work towards the goal.