Visual Analysis Paper

620 Words Apr 28th, 2012 3 Pages
Visual Analysis Paper

This is an anti-smoking advertisement geared towards parents of young children. The advertisement is overall plain and simple; it gets straight to the point when you look at it and utilizes a dark theme. This anti-smoking advertisement is trying to evoke a sense of “parental guilt” into parents who smoke. The way the advertisement is able to do this is through the use of an optical illusion, use of text and the use of negative space.

The first way the advertisement tries to evoke a sense of “parental guilt” into a parent is by utilizing an optical illusion. The optical illusion is created by placing a bag made out of smoke over a child’s head. The way this makes parents feel guilty is by showing them that if
…show more content…
The third way the advertisement tries to evoke a sense of “parental guilt” into a parent is by utilizing negative space. All the content in the advertisement is surrounded by dark space, the background is all black. The negative space creates a sense of fear in a parent that if you smoke your child will fade away into the blackness. The negative space also evokes a sense of danger in a parent, like something is going to grab their child and pull them away from them if they keep smoking. Overall the advertisers who created this advertisement did a very good job. Through the use of an optical illusion, use of text and the use of negative space it sold the abstract emotion of “parental guilt” effectively. Many parents of young children who see this will look at it and will feel guilty about smoking and will most likely cause them to kick their bad habit of smoking for the sake of their children. Many people don’t like to kick their bad habits because they don’t have a strong reason to, they typically always need someone important to do it for and this advertisement shows parents of young children that your child is your biggest reason you should quit smoking, a child the most important person in a parent’s life and they would be able to do anything to protect
Open Document