Ad Analysis Essay Examples

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.

The ad was distributed by the Centers for Disease Control and Prevention (CDC). A federal agency that conducts and supports health promotion, prevention and preparedness activities in the United States with the goal of improving overall public health. Established in 1946 and based in Atlanta, the CDC is managed by the Department of Health and Human Services. In their commercials CDC uses real life stories to portray the effects of smoking cigarettes. My ad will be focusing on former smoker Terrie Hall.

In an advert for a female perfume by “Givenchy” a woman is shown who holds the materialistic characteristics. This is not how it really is in society. Not every woman has prominent curves, is slim and tall. This shows how advertisements do not fairly reflect society.

While “America” displays footage that is not connected to a script, “We Can Be” uses footage that ties directly into the ads script. West describes this element as a voice over, which “provides a road map that knits together visual scenes” (20). In “We Can Be,” Sanders’ voice ties the images together as he talks about the different policy issues that he is focusing on in his campaign. The fact that Sanders voice is used as a voice over instead of another paid announcer makes the ad all the more powerful. The viewer gets to here from Sanders himself about his vision for America and the change he sees in the world. As Sander’s talks about guaranteed healthcare for everyone, images of a nurse writing and a doctor with a patient are shown. When

I think that the main attraction of this advertisement is the woman in the middle. She is strong and confident looking and what woman doesn’t want to be like that? It draws you in to thinking that if you smoked cigarettes like that than you might have the confidence that this woman has.

Cigarette advertising has changed throughout history from how it has been advertised, what is being advertised, and who the intended audience is. In the 60’s seeing a cigarette advertisement in the Sunday paper would just be like any other advertisement, but recent generations would be appalled to see such a gruesome product being publicized. The annual deaths from smoking cigarettes are increasing each year and doctors and scientist are teaming together to try and help prevent more. Realizing that advertising may be playing a role the controversy over cigarette advertising has lead to the censoring of harmful products in other public advertising which still has a lasting effect today.

Advertisements set the standard of beauty because an audience perceives what is being distributed as an “ideal woman.” If she was not the “ideal woman” then why is she on the cover of all the magazines? In Media/Society: Industries, Images, and Audiences, David R. Croteau and William D. Hoynes write, “The most visible ad is the cover of the magazine. The standard image of the ideal woman on the cover suggests that purchase of the magazine will provide clues to how and what to buy in order to become the ideal woman.” This woman on this magazine, they claim, is simply being used as a form of covert advertising to sell products (182). The mindset is that if a woman purchases all of the products as the one on the cover then she will then be the “ideal” woman and will be in a comfortable position in that aspect of her life. She will not have to worry further of beauty. However, that is unrealistic as humans cannot reach perfection and even if they were exactly similar to the ideal woman the media would simply move on to the next interpretation of

Today in American society the social normality of smoking cigarettes is in a rapid decline. It seems with each passing year there are increasing numbers of legislation restricting where people can place advertisement and where smoking is even permitted. Smoking cigarettes for many years was a focal point in American culture projecting the image of this prosperous social status obtainable for everyone. R.J. Reynolds Tobacco Company, the creators of the “Newport Pleasure!” Advertisement heavily takes this progressive movement into consideration when creating the illusion that smoking is socially accepted. The R.J Reynolds Tobacco Company’s advertising campaign connects the use of logos and pathos extremely and effectively displaying their message. In order to recreate the social normality of smoking advertisers select a wide range of healthy-socially-active youth, place a campaign slogan that their consumers are unable to miss, and heavily doctor the focal elements of this advertisement.

One of my favorite pastimes is smoking. Smoking, for me is a great stress reliever; it helps take the edge off. It can’t be denied however, smoking is still bad for you. The damage it does to the body is well documented and researched. There have been two warring sides of the media, the pro- tobacco side and the anti- tobacco side. ‘Big Tobacco’ as well as anti-smoking activist bombard the public with images to promote their agenda. This essay I will be comparing and contrasting ads from both pro and anti-smoking industries. Although, the ads have different goals the way they go about achieving them are similar. The pro smoking ad makes smoking seem more glamorous than it really is. The anti-smoking commercial makes smoking seem sinister and ominous.

The text in the advertisement helps to persuade the consumers to buy the product. The brand name is ‘CoverGirl’ and this itself suggests that the product if of good quality because Covergirl is a known cosmetic company, known for being used by makeup artists and a good value brand of makeup. Advertisement uses various techniques in their text to attract the audiences and convey the message. Text written in bold under the images makes the ad very attractive. Advertisers are introducing their new product with the help of text. Text like double your lip color and blast flipstick makes the ad very interesting. The text tells that the blend of two lipsticks will give new color to their lips every day and will customize their

Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.

The advertisement speaks to the reader in a soft, familiar, enticing language as though she (and it is a female) is alone in the room with you. Although the advertisement mentions as an aside that the product is also patented for men, we receive the strong impression that it is the female who has been targeted as prospective market. This is due to the picture used, as well as colors, words, and situation. The colors are mostly lilac consisting of soothing pink, cream and purple all feminine associated colors. The picture is of a seductive woman, vibrant with health, hair falling into eye, bra straps peeking out, who smiles flashing her pearl teach at you, appearing the picture of health.

We all know ‘Giorgio Armani’ is one of the luxury brands. They have many kinds of the products, for example, clothing, shoes, perfume and cosmetics. Giorgio Armani is not only known for its high quality of make-up, but also its low damage to the skin. A lot of customers are very dependent on their products because the internal chemical composition is not very high, and it will not hurt the skin as much as others, besides, they have high reputation all the time. Due to its high reputation, there are many loyal fans who would like to buy their products. Long time ago, I was attracted by a new lipstick’s advertisement which is ‘Giorgio Armani Lip Magnet matte liquid lipstick’. What kind of advertising be so attracted me? Let’s describe to you. A girl wearing a seven centimeter with red, white and black heels and a skirt with red and black without lip make-up, she walks forward to a red wall, and then repeatedly kissing on it, after she left a kiss on the red wall, that imprint she kissed was changed to black, and before the wall entirely changed to the black, there just left a small red heart, when she kiss on it, the opposite is not a heart, is a boy. This is my favorite lipstick’s advertisement.

Americans today tend to believe that advertisement ads are more honest that the mass-media news. For this reason, advertisers have developed new strategies to grasp the attention of consumption obsessed people. Evidently, the main goal is to stick their products into Americans memory and focus on reaching a certain type of consumer. Every ad is carefully designed and analyzed in the hopes that consumers will buy their product over other similar products. Ads are now using ordinary everyday products and linking them with charity. Advertisers use this tactic so that consumers can justify their shopping and make them feel as if they have met enough goodwill. Many well-known brands like “M.A.C” cosmetics are creating such ads to sell their products, specifically their “Viva Glam” products. Advertisers take advantage of their audience’s vulnerability and trust by exposing sexuality to grasp the attention of consumers.