Most recently, Volkswagen had created an impulsive ad reckoning the use of text messages while driving. In comparison to other safety ads, Volkswagen’s display specifically resembles the sequence of a real incident. Applause to their twisted creativity, they managed to succumb a context full of moviegoers unexpectedly in MCL, Hong Kong. Apparently, the demonstration is said to mainly emphasise on a particular person driving through a forest with the audience on the driver’s perspective. However, what supposedly hijacked their attention was how the screen car careered of the road and crashed, while they simultaneously checked their phones for a text. In an instant, the audience’s reaction to the ad was sent viral to condition the public against the use of phones especially while driving.
In fact, Nasional Safety Council (NSC) had estimated at least 1.3 million crashes each year, involving drivers using cell phones and text messaging in 2011. However, most recent figures have increased drastically where the estimation stands around 1.6 million in total. It is believed that 1.4 million crashes usually involves cell phone usage and a minimum of 200,000 additional crashes involving texts. In addition to that, several examples of cell phone use while on the road may include possibilities of individuals driving with one hand on the wheel, taking his/her eyes off the road to reach for the phone, failing to pay attention to surroundings as they are distracted reading/using phone contents, and very often, distracted to emotionally charged phone calls. According to Froetscher, she also acknowledges how the new estimation should provide critical data for legislators, business leaders and individuals to evaluate the threat and personalise actions to prevent cell phone use and texting while driving.
As a matter of fact, other studies suggest the use of smart phones and how individuals have developed a private bubble in public spaces. According to Dr.Hatuka, she exclaims how smart phone users commonly are under illusion that they have privacy even while walking in a public space. Generally, these people are distant and disengaged to their surroundings as they are under the impression of being in a “portable private personal territory”. She even adds, ” The ubiquitous smart phone may even degrade the way we recognize, memorize and move through cities.”, as her research illustrates how they could barely even remember what had happened, or even was beside them in a public context. The idea of a smart phone for convenience had definitely brought the public sphere into greater heights than expected. In my opinion, a smartphone definitely is a very useful tool in distributing a good message. As an example, the way we obtain certain resources regarding world events, sports, or safety recognitions through the constant updates from another individual or a platform. At the same time, as we exceed the limits we should have on such a powerful tool, it could endanger us while performing our daily measures or even cost us our experiences with the physical surrounding.
Prigg, M. 2014, The shocking car safety ad that hijacks cinemagoer’s mobile phones to show exactly how distracting a text message can be, Mail Online, viewed on 10/10/2014,
National Safety Council 2014, NSC Home, National Safety Council Estimates that At Least 1.6 Million Crashes Each Year Involve Drivers Using Cell Phones and Texting, viewed on 10/10/2014,
NOLO 2011, Proving Fault for a Vehicle Accident, Car accidents Caused by Cell Phone Use, viewed on 10/10/2014,
Badger, E. 2012, How Smart Phones Are Turning Our Public Spaces Into Private Ones, CITYLAB, viewed on 10/10/2014,