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Analysis of Anti-Smoking Advertisements Essay Sample

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Analysis of Anti-Smoking Advertisements Essay Sample

Analysis of Anti­Smoking Advertisements Smoking  is  becoming  more  and  more  of  a  problem  throughout  the  world. Smoking cigarettes  used  to  symbolize  wealth  and status in society. Today, smoking seems to be more of a trend  to  look  “cool”. It  is  very  much  advertised  against  on  television  today. Since  tobacco companies  don’t  advertise  on  television  the  anti­smoking  companies  already  have  a  huge  step ahead. More  people  than  past  decades  have  access  to  television  and  see  these  advertisements more  than  the  ones  tobacco  companies  post  at  businesses  that  sell  tobacco  products.

Most people just walk right on by those kinds of ads with no idea that they are even there. Truth  is  an  anti­tobacco  company  campaign  that  has  really  gotten  people’s  attention. They aren’t  anti­smoker  or  pro­smoker,  they’re  simply  laying  out  the  facts  for  citizens  around  the world. They  want people to be  aware of how harmful their “cool” habit really is. Because of their facts  and  advertising  of  these  facts  they’ve  saved us as much as $5. 4 billion in added health care costs in the first two years of their campaign.

Fig. 1 Short message about ammonia in cigarettes to  increase the impact of nicotine (“The Power of Advertising”) The  most  commonly  used  advertising  technique  for  anti­tobacco  companies  or  campaigns, such  as  Truth,  would  be  facts   and  figures. They  use  facts  to  let  people  know  what  they  are actually  ingesting  when  they   are  smoking. Tobacco  companies  using  an  advertising  technique called  card  stacking  and  truth  does  the  exact  opposite  when  using  facts  and  figures  to  get  their point  across.

Truth  exposes  tobacco  companies  for  what  they are and lets people know the real negative effects smoking has.

An example of this technique is shown in Figure 1. Another  technique  used  in  Figure  1  would  be  color. The  color orange  seems  to  tint  the entire  picture. Why  the  orange  tint? The  answer  is  simple. Orange  is  used  to   heal  lungs  and increase  energy  levels  (Color  Psychology). How  perfect  for an anti­smoking ad, such as  the one shown  in  Figure  1. Smoking  damages  your  lungs  and  can  be  the  cause  of other diseases, so the olor orange is quite ideal. The  arrangement  of  the  words  in  the  ad  featured  in  Figure  1  was  ideal. How  many  people go  to  the  bathroom  and  don’t  wipe? Nobody,  exactly! Everyone  would  see  that  if  that  were  to truly  be  advertised  on  toilet  paper. Silly  but  true. Also  the white color of the toilet paper and the black words on it make them stand out more. It sort of just draws your attention right to it. Another  technique  that  organizations,  like Truth, use is called a simple solution.

As shown in Figure  2  smoking  kills,  therefore,  if  you  don’t  want  to  die,  don’t  smoke. To  them  it’s  a  simple solution. Fig. 2  The  effect  of  the   woman  smoking  is  shown  through  the  smoke  noose  around  her  neck. (“Creative and Clever”) The  color  technique  is  again  used  in  Figure  2. The  picture  is  very  dark,  it’s completely  grayscaled. The  color  gray  means  detached,  impartial,  neutral,  or  indecisive  (Color Psychology). The  picture  however  is  on  the  dark  side.

The  more  it  gets  darker  the  more mysterious  and  dramatic  it  is. This  is  displayed  by  how  the  smoke  forms  a  noose  around  the woman’s  head. She’s  smoking  but  what  she  doesn’t   know  is  the  more  and  more  she  puffs  the closer she is getting to death. Another  technique  that  goes  along  with the  last example would be weasel words. In Figure  2,  the  words  at  the  bottom  of  the  ad  say  “Kill  A  Cigarette  and  Save  A  Life. Yours. ” Weasel  words  means  using  words  to  suggest  a  positive  meaning.

Just  because  you smoke does that  mean  you’re  going  to  die? Of  course  not. The  words  were  placed  in  the  ad  to  give  a  little more dramatic effect to the message they’re trying to portray. About  19  percent  of  all  adults  in  the  United  States  were  current  smokers  in  2011 (Centers  for  Disease). That  is  about  43. 8  billion  people  in  the  United  States  who  reported  to have  smoked  at  least  100  cigarettes  in  their  lifetime,  and  who  at  the  time  of  the  interview, reported to have smoked on a regular basis.

Every day about one thousand people  under the  age of  18  become  daily  cigarette  smokers  (Substance  Abuse). From  that  information  you  can  infer that  the  percentage  of  all  adults  that  smoke  today  is  most  likely  more than 20 percent. Tobacco companies  use  many  forms  of  advertising  techniques  to get their customers and the anti­smoking or  anti­tobacco  companies  and  campaigns  use  the  opposite  techniques. They  use  facts  and statistics  to  get  their  point  across. They  want  people  to  know what they are actually doing when they  smoke  a  cigarette.

That is  their main purpose as an organization or company and that is also their main technique for advertising against tobacco and smoking. I  believe  that   the  audience  these  type  of  organization  is  trying  to  spread  their message  to  would  be  anyone  over  the  age  of  18  that’s  legal  to  smoke. They  want  to  get  a message  out  and  expose  tobacco  companies  for  what they really are. They  just want the truth to be  known  and  for  people  to   be  educated  about  what  they are really doing.

They aren’t trying to make  people  quit  smoking  or  bash  tobacco  companies. They  just  want  to  make  people  more aware  of   how  harmful  smoking  really  is. It’s  like  how  your  parents  tell you not to do something. Does  that  mean  you’re  not  going  to  do  it? It  makes  you  want  to  do  it  more. They  don’t necessarily agree with your  actions and you may not realize what you are really doing when doing certain  things. Your  parents  just  try  to  educate  you  and  make  you  aware  of  your   actions  and what  the  consequences  could

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