Isabela Burns

Professor Begert

English 101

Advertisement Analysis Paper #2

Final Draft

Analysis of Anti-Smoking Advertisements

In a single day, we see on average 5,000 advertisements. That means literally every 11.52 seconds, we are subjected to some idea or branding message (1). Though these advertisements are competing against opposing brands, some may leave a larger impact on you than others. Advertisements leave us with lasting impressions, and can help us develop our beliefs on certain topics or ideas. Advertisements promote certain products, events, or ideas. Anti-smoking advertisements are popular today, and are very powerful. These advertisements use different techniques to appeal to the viewer, all of which influence us greatly. I have viewed a number of anti-smoking/anti-tobacco advertisements, and I have observed how companies differently approach presenting the same or similar ideas in their advertisements.

Khaleej Times, Dubai's daily English-language newspaper posted an advertisement, in 2007 (2). It reads, " 5.4 million die of smoking related causes every year. That’s 2,000 times 9/11.", in small black print in the middle of the page. Under the phrase, it shows two cigarettes standing up right, lit. Smoke billows from the tops of the cigarettes. The background is bright white, which forces the viewer of the advertisement to focus on the text centered in the middle of the page, and the cigarettes. The picture mimics the famous image of the twin towers in New York, after being bombed on September 11th. The cigarettes, being the burning twin towers. The resemblance of the two images immediately brings 9/11 to the mind of the viewer. September 11th, 2001 is widely known for it's ungodly amount of deaths, making it a relatable and understandable topic. We do not realize how many deaths a year are related to smoking. This advertisement puts it into perspective, linking the amount of deaths from 9/11 to the amount of smoking related deaths a year. The advertisers use two topics that many people feel strongly towards. This advertisement targets an audience that can relate to either 9/11 or a death related to smoking. This advertisement displays two rather sensitive subjects, which help the viewer connect their lives with the information given. This advertisement's purpose could be to persuade a current smoker to quit, or someone to convince a loved one to quit smoking.

In March 2005, the company Pro Smokefree in Germany sent out another anti-smoking advertisement (3). It reads, "Tobacco smoke is responsible for 80 to 90 percent of all lung tumors." in big bold black lettering. In smaller print it has more facts such as, "Passive smoking raises the risk of contracting lung cancer by 25%.", "Smokers are facing a two times higher risk of suffering from cerebral apoplexy.", and "With tobacco smoke over 40 cancer-causing substances are inhaled." Above these various facts there is an image of hundreds of cigarettes, shaped to resemble a pair of human lungs. The background is a blank light green, keeping the focus on the large pair of lungs made up of cigarettes. These advertisers are simply implying with this image, that if you use tobacco eventually it will take over your lungs. You will no longer have control of one of your vital organs. While everyone has lungs, this advertisement is easily relatable.The image helps us realize the consequences of smoking tobacco, while they also list more. This advertisement targets audiences that smoke tobacco currently, or possibly someone that is considering picking up the habit. The advertisement could easily be applied to anyone, considering everyone has lungs and the ability to contract lung tumors. This advertisement could also be aimed towards current smokers, convincing them to not smoke around others, subjecting them to their second-hand smoke.This advertisement could appeal to basically anyone, therefore it makes a large impact on how we see tobacco. This advertisement is persuasive and convincing because it provides us with information and facts about the consequences, and shows a striking image.

In October 2011, the advertising agency Magnum Intergrafiks of Mangalore, India, published another striking anti-tobacco advertisement(4). The advertisement shows nothing but a hand. The hand is holding a tiny bright red stick of dynamite between its' middle finger and pointer finger, as if it were a cigarette. The hand is bare, with no jewelry, as well as the finger nails with no nail polish on them. The bare hand and the blank background make us focus on the small explosive in the middle of the page. On the wick of the dynamite it reads, "Quit before it explodes.". In the corner of the advertisement in large lettering is says "STOP SMOKING" in bright red, which stands out because the background of the advertisement is plain light gray. In smaller letters, it reads "Don’t let smoking make fatal diseases explode in you. Say no to smoking...". In tiny, almost unreadable lettering it says "Issued in the public interest by Magnum Intergrafiks." This advertisement is convincing because it provides useful information, and makes a comparison between a cigarette and a small stick of dynamite. It helps us realize that like dynamite, cigarettes are destructive too. This advertisement is targeted towards anyone who is a current tobacco smoker, or anyone that is possibly considering picking up the habit. It could also appeal to any viewer, just to inform them about the consequences of smoking. It could be seen as a warning to anyone, and a message to steer clear of tobacco.

All of these advertisements are effective, and they all use various techniques and ideas to help persuade the viewer. While these advertisements use different tactics, one they seem to have in common is making the situation relatable to one's personal daily life. If a viewer can relate to the idea, they can easily understand the new knowledge, and connect it to what they already know about the topic. While these advertisements represent the same or similar ideas, they use different techniques, which they feel will be the most effective or powerful. These advertisements influence us, and others' decisions. The examples of advertisements that I have listed display the consequences of using tobacco, which helps the viewer realize how cigarettes can and will impact their lives . Good advertisements are memorable. These advertisements leave us with a lasting impression, making them successful. When we are presented with the consequences of cigarettes, or tobacco in general, we develop the idea or belief that tobacco is
harmful and to stay away. That is the point of these advertisements, to make the viewer stay away from tobacco, or possibly quit. The images paired with the facts presented, serves as a warning as well as providing us with new knowledge. We are warned, and shown the consequences of tobacco, if we chose to ignore the warning. While these advertisements display just a few of the various techniques used by advertisers today, they all prove to be successful.

Sources Cited:

1. N.p., n.d. Web. (https://www.google.com/search?q=how+many+ads+do+we+see+a+day&oq=how+many+ads+do+we+see+a+day&aqs=chrome..69i57.4319j0j7&sourceid=chrome&es_sm=122&ie=UTF-8)

2. "Marketing and the Exploitation of 9/11." N.p., 06 Nov. 2015. Web. (http://www.euronews.com/2011/09/08/marketing-and-the-exploitation-of-911/)

3. "Pro Smokefree: "CIGARETTE LUNG" Print Ad by Fahrnholz & Junghanns & Raetzel Werbeagentur (FJR)." N.p., 05 Nov. 2015. Web. (http://www.coloribus.com/adsarchive/prints/pro-smokefree-cigarette-lung-7194705/) 4. "No Smoking Ads." N.p., 06 Nov. 2015. Web. (https://adsoftheworld.com/forum/122194)