This report analyses a 74-second British advertisement for identity fraud and the ID fraud Centre of Royal Mail, with the theme,’ Heist – Don’t let your identity fall into the wrong hands’. The theme aims to raise the public awareness of the safety of their personal information and introduce the online ID fraud centre to them (Royal mail id fraud centre 2017). Royal Mail is a UK’s pre-eminent delivery company. It makes a significant contribution to the UK economy. Their postal system is one of the largest and broadest delivery networks in Europe. Royal Mail employs 159,000 people and their services gain a high percentage of satisfaction (88 percent) from their variety of customers, including enterprises, businesses, retailers, and customers
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The advertisement begins with a bank with a myriad of people. Afterwards, while a teller is greeting clients, a sudden scream shouted from the crowd, a gang of masked robbers storm into the bank, wield their baseball bat and shout “this is a robbery”. From the screen of a CCTV, a robber hijacks the teller to threaten the public to obey. Subsequently, a man hands over his cash, but is ignored by the attackers, one of them says ‘We don’t want the money.’ Instead, the robbers work in pairs, one of them interrogates the public and the teller for their personal information, including their full name, date of birth, home address, email, passwords, etc., while the other one jots down their information on an iPad. After they collected all the information they need, the gangsters leave. Eventually, the man who gave out his money looks at his cash. This scene represents that personal information is more valuable than money. Synchronously, a message, “your identity is now your most valuable possession” is shown. Then, a slogan, ‘Let’s beat identity fraud.’ is also displayed. In the last image of the commercial, viewers are recommended to visit the Royal Mail ID Fraud Centre for help and advice on associated
The advertisement begins with a bank with a myriad of people. Afterwards, while a teller is greeting clients, a sudden scream shouted from the crowd, a gang of masked robbers storm into the bank, wield their baseball bat and shout “this is a robbery”. From the screen of a CCTV, a robber hijacks the teller to threaten the public to obey. Subsequently, a man hands over his cash, but is ignored by the attackers, one of them says ‘We don’t want the money.’ Instead, the robbers work in pairs, one of them interrogates the public and the teller for their personal information, including their full name, date of birth, home address, email, passwords, etc., while the other one jots down their information on an iPad. After they collected all the information they need, the gangsters leave. Eventually, the man who gave out his money looks at his cash. This scene represents that personal information is more valuable than money. Synchronously, a message, “your identity is now your most valuable possession” is shown. Then, a slogan, ‘Let’s beat identity fraud.’ is also displayed. In the last image of the commercial, viewers are recommended to visit the Royal Mail ID Fraud Centre for help and advice on associated