'Truth In It's A Trap'

On their website, they refer to themselves as the Truth because they keep it real. This peculiar campaign caught my attention due to the unusual color choice and rhetorical sense of humor. The mission of the Truth is to inform millennials that we can be the generation to end the use of smoking altogether. Just the concept of this idea has been mindblown, since they address to a whole generation of approximately, 75.4 million people. Nonetheless, the website they use to direct their attention to our generation provides manifold of data illustrating the impact they have done with rhetorical appeals, whether their audience uses tobacco or

Did you know that almost every one person out of seven smokes cigarettes on Earth? It is one of the top cause of death, yet, five million people die each year. Anti- smoking advertisements usually comes up very often, when you are watching TV, on social media, even on top of the cigarette packs. The advertisement that I choosed to do my rhetorical analysis is black and white picture, showing young woman smoking a cigarette and the smoke is forming like rope around the lady’s neck where it is about to choke the lady. The advertisement is using the two rhetorical claim of logos and pathos through this picture. Through this advertisement, the image shows us how deadly it is to smoke cigarettes.

Smoking is something that can really affect you internally and externally. Many people know this for a fact yet they can’t seem to quit smoking. This is because of the nicotine in the cigarette itself. Nicotine is absorbed into your bloodstream as you smoke, then it travels to your brain. It causes your brain to release adrenaline, which is a chemical in your brain that gives you pleasure. The Real Cost’s anti-smoking PSA “Straw City” is effective because it creates a clear cause and effect, a moral that is easily understood, and a good visual that teens, who are the audience, are familiar with.

In a late 50’s commercial for camel cigarettes there is a drawn cartoon with a catchy jingle that gets stuck in your head. At the end of the jingle a man talks about trying camel cigarettes for 30 days. So they use a jingle to get stuck in your head and tell you to try it for 30 days. Subconsciously you're thinking about this jingle you just heard and consciously you're wondering how good they really are. Camel is trying to make you want to buy their cigarettes by making these commercials that have jingles that get stuck in your head for hours making you think about them.

Over the past years the cigarette ads have slightly changed. The pictures, slogans, and the layout have all changed over time, but only to a slight extent. Although the physical appearance of the ads may have changed slightly over time, the idea of advertising cigarettes have not. Just as Fowels said, “most advertisments appearing in national media can be understood as having two orders of content” (Fowles 541). All the ads serve the same purpose, while each ad does appeal to different types of people, each ad also does the same thing to attract a certain type of person or idea. This is done by placing certain words as well as images to draw in consumers. As consumer’s wants as well as needs change, ads continue to change accordingly.

According to the Centers for Disease Control and Prevention, “Every day, 3,800 youth younger than 18 years smoke their first cigarette.” Although smoking may appeal to many as a favorite pastime, it leaves drastic effects on a person’s health and everyday life. The Real Cost, a company who demonstrates the catastrophic effects of smoking, expresses this point in two of its advertisements. The Teen Vogue advertisement from 2015 features a female in her teen years displaying the short-term effects of smoking; however, the Seventeen ad from 2017 reveals the long-term effects. While both advertisements warn consumers of the dangers of smoking, the Teen Vogue ad relies on the emotional appeal of fear, whereas the Seventeen ad uses clever text and

“Smoking is the number one preventable cause of death in the U.S., killing over 1,300 people per day.” (ALA). I chose to talk about the harmful effects of tobacco products. The commercial from the Centers for Disease Control and Prevention (CDC), because I think it greatly identifies the harmful effects of smoking tobacco. This commercial shows a women that was a former smoker, and the effects she deals with now.

By making smoking and chewing tobacco fun in their ads, teens and young adults may be more persuaded to try tobacco.

In the article “Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results from the California Smokers Cohort” the authors try to research if anti-tobacco television advertisements with personal message can be recall by the person and have a greater impact on smoking cessation. The authors felt that this was an important topic to study because they were concern about the dangers of smoking tobacco. According to Leas et al. (2015) “Nondaily smoking and second-hand smoke exposure can lead to the same negative health consequences that result from daily smoking”(p.90). As a result, the authors engage in a cohort study where they use anti-tobacco advertisements to see which advertisement has a greater recall on smokers, and haves greater effect on smoking cessation.

Showing a man holding a loaded revolver with cigarettes with black background and in large white text the phrase “Smoking Kills,” the ad implies that smoking is responsible for killing millions of people. The use of black and white color contrast works very well, to go along with the strong image presented. To go along with the color contrast, the use of light text and on the shadowing pitch-black background make a good-bad type comparison within the image. The ad also provides the numerous side effects of smoking cigarettes in small but clearly readable text. “Cancer, heart problems, gum disease, emphysema, depression and fatigue,” these are only a few of the smoking-related illnesses clearly written out in this advertisement (1). This ad wants people to realize the smoking-related illness, and side effects from smoking and successfully does so with the use of text as image. Smoking-related illnesses costs of the ones listed in the ad and more, account for $300 billion a year in the United States. Costs have been going up at an alarming rate due to the continued addiction of old smokers and the use of tobacco products by new smokers. At the bottom of the ad under the “Smoking Kills” phrase, it asks the viewers a question “so why bother starting?”(2) This use of text as image gives the viewers something to think about in the future when faced with temptations to smoke. Providing an abundance of information and using a strong visual, the first advertisement portrays a clear message and presents the viewers a strong argument. This is an example of a good, effective

Although the amount of smokers has consistently decreased in recent years (Agaku, King, & Dube, 2014), smoking remains a significant and complex health issue in the United States. Both government and non-governmental agencies have invested significant resources in various media campaigns addressing the risks of tobacco use, with mixed results. Many campaigns appear to have been designed without the benefit of scientific insight into how individuals mentally process and respond to media. The ideas posited here are designed to contribute insight into how producers can meet the challenge of producing effective health messages by examining the effect that narrative style has on smokers’ responses to highly aversive anti-tobacco video advertisements.

Modern day media uses several tactics to convey important messages. This public service announcement uses tactics that allow the public to focus on the topic-cigarettes. In the past, before advanced medical knowledge, society did not frown upon cigarettes. Medical professionals once considered cigarettes good for one’s health. Also, they did not think cigarettes had any negative consequences to the body. Today, we know from doctors and other sources cigarettes are very detrimental to one’s health. However, many people continue to use cigarettes and other tobacco products. For instance, the younger population of cigarette smokers tends to start smoking because their friends smoke. This invite to smoking acts as peer pressure. Most of the time, young people tend to give in to peer pressure. Therefore, more and more people start smoking regardless of the fact that cigarettes are very damaging to a person’s health. After so much use of cigarettes, death becomes closer as opposed to a normal life without cigarettes. This public service announcement states the message that smoking cigarettes can cause one’s own death. The cigarette in his mouth illustrates this topic.

This century is riddled with various problems and it just gets worse as these issues are starting to affect people at younger ages. Perhaps one of the greatest issues we face is addiction. Whether the addiction is to drugs or alcohol teenagers and young adults have been exposed to various forms of media that say it’s ok to consume the product because it is safer than other things. Communications and Biomedicine form a sort of alliance against such advertisements using scientific data and portraying that to their audience. Groups such as The Truth Movement or the World Health Organization have commercials on channels directed toward a teen audience before the addiction has a chance to take over. By performing studies on the teenage population and seeing how those substances can have detrimental effects on young bodies. Once the group receives data they are able to target their audience with statistics on how such drugs can negatively impact. Overall through the use of statistics, evocative images, and by reaching various audiences an advertisement company is able to communicate a certain message of either a call to action or request to quit doing something.

With the use of the rhetorical devices, the FDA is able to achieve an effective advertisement that appeals to the viewer’s emotion and logic in order to expose the “#RealCost” of smoking, particularly the cause of gum disease. Thanks to the growing awareness credited to these campaigns, smoking in adults has reached an all-time low. The media continues to reach out to the young adult generation with this campaign in effort to continue the decline of tobacco use as well as to ensure that the effects never again go

Of all the common addictions, smoking is possibly the most damaging on a national and I dare say global scale. The glorification of such a habit ought to be condemned and stopped. But the big industrial houses have been encouraging this habit by coining catchy slogans. They aim at catching their patrons young. They misguide the youth into believing that smoking is a macho thing, it increases stamina or it adds to ones personality and it is fully satisfying