Advertisement Ideas, Essay Example

Source: http://www.chilloutpoint.com/featured/the-best-of-anti-tobacco-advertisements.html

Adverts involve so many techniques to make viewers believe the arguments presented. This anti-tobacco advert by Chillout Point shows a clear creativity the adverts strive to use. Advertisements aim to publicize events or promote sells for businesses. Adverts appeal to audiences by use of text or images. This advert uses both text and images to show the effect of smoking to the target audience. This advert has rhetoric despite conveying a crucial message for those affected by the vice of smoking. There are numerous adverts against smoking, but people continue smoking. Researchers have come up with many ideas regarding working methods of discouraging smoking. Many countries in the world have banned advertisements that encourage smoking. Despite all these efforts many people still smoke and tobacco businesses still make immense profits.

Analysis

The advert contains unstated meaning, which influences the attitudes and beliefs of the audience. This rhetoric is in the text. The advert does not give an expounding account of how smoking can lead to blindness. The images do not have a supporting argument of the claim presented in the advert. It is true that smoking can lead to blindness, but the advert does not contain the reasoning for this fact. The advert has used two identical images to represent the human eyes. There is also a cigarette piece placed on one of the images. The images seem to have through holes which suggests the lose of sight from smoking.

The advert has employed a rhetoric hyperbole. When a person smokes, the eye does not meet the cigarette. Thus by using a cigarette touching one of the images, the advert made exaggerations. The advert also has a rhetoric comparison. The two images are in the form of buckets with broken lids. According to the advert, the images represent the human eyes. It compares the human eyes to the buckets but broken due to the blindness caused by smoking. This advert, however, has a complete proof surrogate. It does not just tell people to quit smoking but gives one of the reasons as to why smoking is undesirable.

Target audience

The target audience of the advert is the people who smoke. However, it could also include all other people since others could also engage in the vice and these audience need to receive the information as a forewarning. The advert is not one that makes people happy but one that creates sadness or fear. Such adverts are effective in reaching the youth, the most vulnerable group in society. The advert warns those who would think that smoking brings pleasure and makes them see the other side of the vice- the effect of smoking. However, it is crucial to note that blindness is not the only effect of smoking. There are other problems brought by smoking including lung cancer, bronchitis, and heart attack amongst others.

Psychological effect the ad has on the audience

The images and the text used by the advert threaten the audience. Researchers have discovered that use of such approaches in discouraging smoking makes viewers withdraw their mental resources (Bolls, Leshner and Wise, 2011). The viewers will experience reduced emotional response intensity, and they will not be able to process the messages. According to the researchers, viewers of such ads develop become defensive and stop processing of the messages. Use of disgusting images and threatening texts in ads can be ineffective in discouraging smoking and can make viewers avoid the disgusting images rather than smoking. These researchers call for an encouraging and meaningful way of talking to smokers rather than using disgusting, gross pictures on cigarette packets.

However, it is crucial to note that still some percentage of the target audience get the message from the adverts using disgusting images and threatening messages. A number of people quit smoking from the influence of such adverts (Amelie G. Ramirez, et al, 2010). Researchers who are against these adverts do not offer substantial alternatives to use in discouraging smoking. Therefore, it would be reasonable to use the pictures and messages to reach the masses that are at the verge of perishing from the use of tobacco.

The advert creates some subconscious needs upon the target audience. The ad creates some feelings on them regarding their unfulfilled needs of living healthy lifestyles. Ignoring the feelings would amount to the audience failing to fulfill this crucial goal in life. The outcome of unfulfilled needs is a life packed with stress, frustration, depression and low self-esteem.

Smoking Is Unhealthy to Your Life

Smoking leads to various diseases or conditions including the following:

Lung cancer: tobacco contains tar, which coats the lungs when, one smokes.

Heart attack: due to straining of the heart and blockage of blood vessels Bronchitis: people who smoke and have emphysema, often, develop bronchitis

Blindness: smoking increases chances of cataracts development. Smoking also contributes to hardening of arteries, which may lead eye vascular diseases.

Limb amputation: smoking can cause stroke and heart attacks, which may slow the flow of blood. This may cut blood flow to feet and hands thus lack of oxygen.

Works Cited

(d) Amelie G. Ramirez, et al. “Research Article: Mass Media Interventions To Reduce Youth Smoking Prevalence.” American Journal Of Preventive Medicine 39.(2010): 53-62. ScienceDirect. Web. 13 May 2012.

Bolls Paul, Leshner Glenn and Wise Kevin,. Motivated Processing of Fear Appeal and Disgust Images in Televised Anti-Tobacco Ads. Journal of Media Psychology: Theories, Methods, and Applications, 2011; 23 (2): 77 DOI: 10.1027/1864-1105/a000037

Chill out point. The Best of: Anti-Tobacco Advertisements. Chill out point. Chill out point, 2012. Web. 13 May 2012 <http://www.chilloutpoint.com/featured/the-best-of-anti-tobacco-advertisements.html>