The institution here as done something quite different and unique as they have not shown a real, graphic car accident , instead it is portrayed more as a play acting scenario which enables the institution to share it with various people of all age groups as there is no evident or gratuitous violence. Also, the institution have shown this advert in a relaxed but informative way so that their campaign can give a positive approach towards road safety and wearing seat belts.
A theorist named Gillian Dyer spoke about lines of appeal and this institution was able to successfully promote values of happy families. The mise-en-scene helps show this as the props used tells us that this was a typical family/home setting that is identifiable and relate-able.
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