A Rhetorical Analysis Of Anti-Smoking Ad

Tobacco ads have stood out to me from a young age, I was used to seeing cigarette ads in every magazine and street corner. When I was 11 I joined a tobacco advocacy group, I wanted to inform young people my age about the dangers of tobacco but mostly I joined because they paid me. I found these two ads and I remembered sitting in an empty classroom analyzing tobacco ads and discussing how they appeal to us. I found two ads, both from the most recent issue of a popular celebrity gossip magazine. The first major difference one notices is that of the ads is catered to a completely different audience. Blu E-cigarettes cater to the new age of tobacco consumers. While Newport menthol cigarettes are tried and tested, a classic. The major differences in this ad make it difficult to pick which one is most effective at getting more buyers of their product. Newport’s ad is

According to Action on Smoking and Health (ASH), 36.5 million Americans currently smoke, that is about fifteen percent of the population which is equal to the combined population of America’s twenty-five largest cities. Although anti-smoking advertisements are shown throughout the United States, people do not take them seriously half the time. The advertisement in this analysis showcases a grayish background, with the colors focusing mainly on a cigarette box that has the cigarettes put into crayon labels and the box also opens like a crayon box. There is also a child’s writing with crayons saying, “Just like mommy.” From this, the image showcases the dangers of smoking and the causes it has on loved ones. This advertisement uses strong ethos, pathos, and logos to get ASH’s point across very clear.

Approximately twenty percent of adults in the United States smoke cigarettes, it is this habit which is the number one cause of death that is easily preventable. Anti-smoking advertisements are seen throughout our society, usually showing the harmful effects of tobacco through graphic pictures or other shocking images. The advertisement I chose is a black and white image, showing a young man smoking a cigarette, with the smoke from it forming a gun pointed at his head. Off to the side appear the words, “Kill a cigarette, save a life. Yours.” The advertisement makes use of the three rhetorical appeals of logos, ethos, and pathos through its image and implied meanings. Through this, the image is able to convey a strong sense of danger and bring awareness to the deadliness of smoking.

This anti-smoking video begins by showing adult smokers on the street who become very confused when small children come up to them asking for a lighter. Through the use of ethos, pathos and logos, the story display’s a very powerful message to it’s audience. By using these three rhetorical situations, the writer illustrates an important story to persuade the audience not to smoke cigarettes.

Another woman brings up to a little girl how smoking can increase your risk of aging. This advertisement shows logos into play. Logos is shown when it is stating the reasoning on why children should not start smoking. Pathos is also shown when the adults state the reason why one should not pick up a cigarette. The different kind of effects creates a sense of fear and avoidance of the product.

My ad for an anti smoking campaign shows a picture of a baby smoking a cigarette as half the baby 's face is decaying. To the right of this image there is text that states," I smoke second hand." Right below that in smaller text is a warning that reads, "Warning: may kill your baby." After closely analyzing this image I found that the argument for this advertisement is: Smoking not only effects you but the people around you too. This ad is very effective due the fact that the distinctive feature of the argument convinces the audience that smoking is unhealthy even second hand smoke.

The second rhetorical appeal, ethos, also has an effect on the message behind the image. Kelly Ashcraft is the creator of the image used in the advertisement, she is by no means a well-known photographer except within her own circle and people who may have seen her work online. However, the audience is able to conclude several things about her character and credibility through this image. The audience can surmise that Ashcraft is trying to inspire a healthier way of living in viewers because of her choice to create an anti-smoking image. However, with ominous smoking images such as hers, it gives the impression that the image creator holds smokers in a negative light as people, not just the smoking aspect of their lives. At least, to smokers

In the commercial created by the CDC “Terrie’s ad” a woman is in a hospital bed speaking against smoking cigarettes. Her voice is very difficult to understand, her skin has detrimentally changed, and the imagery portrayed is very disturbing to the audience. Terrie claims she started smoking as a teenager, and it is eventually released that she dies at the age of fifty-three from cancer. The purpose of this commercial is to stop people from smoking, ideally before they start. To reach this goal the creators of the video utilize multiple rhetorical appeals in an attempt to get across to the audience.

The advertisement that I examined for my rhetorical analysis essay from is the First National Anti-Smoking Ads “Smoking Kills”. The ethos of this image was created by the Center for Disease Control, in an effort to inform nonsmokers, and smokers about the dangers of smoking, and the tactics tobacco companies are used to persuade people to buy cigarettes. In the image smoking is perceived as brutal to the public health. Also, smoking is the largest cause of preventable death in the world. Smoking in this image associate the cigarettes to bullets in a gun as a way to clarify how cigarettes are deadly and can kill you slowly.

As a visual media component, the main goal for any advertisement is to make it memorable or make the product in the advertisement memorable. In some cases the ad is either straight forward or makes you think. Usually, the small catchy jingles or an ad that has humor are the ones that people most remember. However, some ads have a sarcastic tone and a deeper meaning than what is being portrayed by pictures. The pictures can only explain so much, but it is left up to the interpreter or the reader to really grasp the information that is being presented. In a Newport Cigarette ad that was published has a deeper and darker meaning than one would think.

The Rhetorical aspect of this commercial requires understanding so that the audience is conscious of why the commercial was created. In today’s society with updated technology, such as cellphones, there has been an increase of accidents. In an interview before AT&T released their ad, Close to Home- It Can Wait, the company stated “7-10 people engage in cellphone activity while driving”. AT&T specifically targets teenagers through middle aged people to persuade them to put down the cellphone while driving. A little glace doesn’t only effect the driver, it effects the passengers, the people in the other vehicle, and possibly bystanders. A simple glace is not worth the effects.

This advertisement was used for a personal project in high school about nicotine and the consequences of smoking cigarettes. When I first saw it, this simple picture of a line of cigarettes diminishing on a grayish white background was so captivating that I stared at it for a long period. The poster is designed by an anti-smoking organization and was published on the Internet via social media three years ago. Since it is intended for a wide range of audiences, there are no disturbing images similar to those from other’s ads. Simple yet meaningful through the sophisticated art of minimal design, the poster brings a new approach to advertising in the modern day.

The advertisement I choose to analyze for this assignment is, “Your skin” an anti-smoking commercial. The commercial opens up with a young lady in a liqueur store, she is at the counter and ask the clerk for a pack of cigarettes. When the young lady places the money on the counter the clerk states, “You need a little more than that honey”, insinuating the pack of cigarettes will cost her more than the money she handed to her. The young lady looks at the clerk and starts to peal her cheek skin off, she places the skin on the counter and the clerk hands her the pack. At this point a narrator begins to speak and states “what does a pack of smokes cost? Your smooth skin. Smoking causes wrinkles and pre mature aging, what are cigarettes costing

1 in 5 adults and teenagers smoke, according to BeTobaccoFree.hhs.gov. This ad about smoking is directed towards them, and features a hand holding a cigarette, with a shadow in the background of a gun with a finger on the trigger. There is smoke coming from the cigarette, as well as the end of the barrel of the shadow gun, as if it has just been fired. The black, bold words, “Smoking Kills” are above a smaller font that reads, “About 106,000 people in the UK die each year due to smoking.” Where the number, “106,000” is larger for emphasis. Dark around the corners with a spotlight revealing the gun in the shadow, the picture warns citizens of the UK about the effects of smoking on their health and the environment. “Over 16 million people already have at least one disease from smoking.” (BeTobaccoFree.hhs.gov). The environment is also greatly affected as,“Tobacco litter is the most common type of litter by count worldwide.”(CNN.com). As stated by artist Daryl Brunsden, the ad is one of the “advertisements that the Companies don't make money from (E.g. ads that are done for good causes; health, Environment etc).”(DeviantArt.com). The ad lends it's voice to the larger conversation about smoking 一 in the UK and the rest of the world 一 the harmful, long lasting effects, the controversy on the legal age to buy cigarettes, and even laws pertaining to where one can smoke. It is effective through the persuasive techniques of Ethos, Logos, Pathos,

Adidas’s latest anti-smoking campaign features three cigarette butts layed out in a white background in the style of its logo, which includes their motto “impossible is nothing”. As one of the largest suppliers of athletic gear, Adidas looks to not only promote greater advantages in sports recreation, but also in good health. The communicator in the ad is the company Adidas, the primary audience would be smokers out there, but this message also applies to all athletes and athletic individuals. The message and purpose of the ad includes the fact that people who are smoking always have the option to quit, and as their motto implies, “impossible is