http://www.nationalarchives.gov.uk/films/1945to1951/filmpage_pc.htm
Director: Michael Law
Duration: 2 minutes 15 seconds
Release Date: 1948
Sponsor: Central Office of Information for Ministry of Transport
Synopsis: Humorous road safety trailer on the correct use of pedestrian crossings
There were two million cars registered on the roads of Britain in 1951. This figure rose by 250 percent over the following ten years. The rapid growth of car ownership subsequently led to a rise in the number of Government road safety campaigns.
1934 saw the introduction of pedestrian crossings consisting of parallel rows of studs and Belisha beacons (orange globes on top of black and white posts) in an attempt to reduce the number of road accidents. Although at first these were successful, by the late 1940's their initial success and awareness was "waning." Research suggested the this short-lived success was a result of both pedestrians and drivers alike ignoring the crossings.
The Pedestrian crossing short film alludes to this fact by showing how to safely cross the road by using the introduced rows of studs and Belisha beacons, informing the viewer of the manner in which to do so also.
In the film, the narrator refers to crossing the road as "everyday business," naturally highlighting the act as a common occurrence - therefore in need of being understood by all. He then goes on to state that the 2 rows of studs are the significant indicator of the crossing as an area of safety as he says "all you have to do is walk between them and you won't get knocked down." Here, the narrator reduces the act to a simple, easy and straightforward process, so long as persons remain in-between the parallel rows of studs. The short film also provides legal information to the viewer by informing them of the motorist's "legal obligation to give pedestrians a right-of-way at crossings." This additional information provides the viewer with a reinforced understanding of their right to cross the road safely when crossing in the indicated path as they should. Though the video details pedestrians rights, it also informs the viewer that they "must know where you're going and keep on the move." This suggests that whilst pedestrians have the right to cross the road at the crossings, they must adhere to their own rules and use common sense in making the trip across the road with purpose and haste.
The tone of voice used in the short film is humorous, with all speech coming from the narrator only. Humour is created in the video via the dialogue/interaction created between the narrator and the subject of the film as he prompts physical responses to questions and remarks made to the man, Mr A, such a facial expressions and nods. The interaction between the narrator and subject in the film are making a situational example to be followed by viewers after watching the piece. By approaching the matter humorously, the video is received more successfully by the viewers as it becomes more memorable and distinct in comparison to a straightforward informational film that simply states the facts through one continuous, unimaginative prose. Although light-hearted and funny, the narrator remains clear and dignified in his deliverance on the facts and importance of safety when crossing the road. His tone of voice is conversational, encouraging and lively - making for a subconsciously uplifting - and therefore more effective - receival of information.
The audience of the short film is adult men and women, whom in turn would presumably teach younger persons responsibly. The video is aimed at those for which crossing the road is "everyday business."
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