VAPID

Source of ad: here
Voice:
The Frontier Post is the voice speaking in this advertisement.
They have a serious and important voice with the information on the picture.
Audience:
This ad appears on the internet and may also appear as a poster in a mall or some other public place.
The target audience of this ad is all people who own or drive a vehicle.
There is no specific race, or gender that this ad targets, although they may be targeting a higher class (people who can afford a car) and a slightly older audience (have a drivers license).
I wouldn't say that the ad writer takes advantage of the audience but they definitely shock some people with the fact stated on the ad.
Purpose:
The apparent purpose of the ad is to warn people to drive safe.
The actual purpose of the ad is to make people believe that the Frontier Post could have more valuable information for them.
No there is no public service being offered here.
Idea:
The central idea of the ad is to warn drivers to be safe and cautious while driving.
The ad appeals both to emotion and reason. It is reasonable to drive safely but it also strikes fear with the fact that so many people are killed by vehicles.
This ad could appeal to pride if one were to refuse to change how they drive just because of one statistic.
Yes the ad uses shocking facts to surprise the reader.
No, the claims are true to the time of the ad, 2013.
Devices:
The overall design of this ad is very simple and straight-forward.
The attention grabbing factor is that the car keys are designed in a way to look like a gun.
The setting of this ad is very plain with the only object, the car keys, placed in the center.
There is no use of colour in this ad, making the overall feel of the picture much more serious. Little to no texture.
The written text of the ad scares you with a fact about how many people are killed in automobile collisions. This makes their message "Drive safe." all the more important.
The ad coveys denotatively, that cars can be just as dangerous as guns, and can kill just as easily.
The ad conveys connotatively that a set of keys can be arranged to look like a gun.
The print size is large enough to read easily but not so large that it takes your eye away from the image. The font is plain and serious.
There is some small print. It is the source of the fact they used on their advertisement.